Google Ads is preparing for a significant change in how consumers search for and find information. According to Brendon Kraham, VP of global search ads, the impact of AI in 2025 will be greater than that of the mobile revolution. This means that companies must radically rethink their digital strategies to remain relevant.
What exactly is changing?
Google focuses on three key innovations:
Change in search behavior: The traditional use of keywords is giving way to multimodal experiences where text, images, and context come together.
AI-driven creativity: Marketers are equipped with powerful tools to create personalized and impactful advertisements.
Enhanced measurement capabilities: New techniques provide better insights into campaign performance, regardless of the channel.
Why this is important
These AI-driven changes require companies to remain flexible and quickly learn to work with new tools. Organizations that continue to experiment with AI in their campaigns gain a competitive edge. However, this may initially lead to disappointing results, making ongoing optimization essential.
What does this mean for businesses?
Google's focus on Performance Max, Demand Gen, and enhanced search features presents opportunities to better reach target audiences. These updates are powered by AI, while ensuring user privacy remains intact. At the same time, organizations must consider increasing competition and stricter regulations, a challenge that Google itself is also facing.
With these developments on the horizon, it is crucial for companies to take steps now towards an AI-driven marketing approach. This way, you stay ahead of the competition.