Unlocking New Frontiers: Google’s Search Generative Experience Set to Change the PPC Landscape

Google’s Search Generative Experience (SGE) is poised to completely transform the Pay-Per-Click marketing ecosystem, presenting both exciting prospects and significant challenges for marketers.

This development was discussed in detail during a recent expert roundtable held at SMX Next. Key participants included industry leaders like Brad Geddes, co-founder of Adalysis, Jyll Saskin Gales, a marketing consultant at Jyll.ca, Greg Kohler, the Senior Digital Marketing Manager at ServiceMaster Brands, and Aaron Levy, VP of Paid Search at Tinuiti.

Unraveling the Concept of SGE

SGE introduces a new way of experiencing online searches. In place of the traditional ten blue links appearing for each user query, SGE presents direct answers within the search results, eliminating the need for users to click on links. As Brad Geddes explains, this development could invoke a massive shift in website traffic dynamics.

Not only does SGE offer answers directly in search results, but the machine learning can also alter search queries without any action from users.

Integrating Ads within SGE

Advertisers can expect to see their ads positioned above and below the SGE results. But, this ad placement might differ when the feature goes live since Google is keen on maximizing ad clicks.

The Adoption of SGE

Experts concluded that although SGE has potential, widespread adoption isn’t expected soon. Jyll Gales doesn’t expect significant changes to PPC metrics in the short-term for this reason.

Gales says although SGE is promising, she doesn’t see the general public adopting it the same way marketers do, citing previous trends in voice search and Google Assistant.

The Drawbacks of SGE

Experts also pointed out that while SGE can answer a myriad of queries, it sometimes delivers imprecise responses, particularly in the case of proximity-based searches. This issue may impede SGE’s global adoption.

Aaron Levy pointed out that SGE won’t drastically change the digital marketing landscape until it can deliver consistently accurate search results.

SGE’s Impact on CTR

Once SGE is fully executed, marketers could see a profound influence on their click-through rates (CTR). Interestingly, Levy noticed that his Google Ads rep has already been steering him away from focusing too much on metrics like CTR and instead looking at other metrics such as cost per action (CPA) and return on ad spend (ROAS).

Converging PPC and SEO?

Jyll Gales foresees SGE is causing a closer collaboration between SEO and PPC experts, as it changes search behaviours and result presentation.

Gales envisages a stronger bond between practitioners of various marketing disciplines as marketers continue to aim for a single, intent-rich experience for users.

SGE’s Influence on Keyword Research

With an increasing shift towards a dynamic, feed-based approach, Gales spoke on how the heavy dependence on specific keywords is reducing, and instead, having a well-optimized website and using conversion tracking is becoming crucial.

A New Direction

Once launched, SGE is expected to change search suggestions based on trends and user behavior, and advertisers will probably focus more on upper-funnel content like display and video ads.

Implication on Ad Writing

SGE also implies a change in ad writing to ensure ads are integrated naturally and avoid sounding salesy. This would involve ensuring each part of an ad stands alone.

Competitor Research and SGE

SGE’s rollout also raises questions about how companies will determine their unique value proposition amidst similar phrases being used by competitors.

Developing New Skills for SGE

Jyll Gales advised PPC marketers to expand their skills in anticipation of SGE’s release, highlighting the importance of expertise in video creation, copywriting, and comprehensive marketing strategies that go beyond typical ad platforms.

Gales suggested that developing these skills is imperative for success in an SGE-dominated world – being just good enough won’t suffice anymore.

To succeed in the evolving marketing environment that SGE promises, marketers need to be versatile and exceptional in their skills.