KEY TAKEAWAYS
EMBRACE THE CHANGE
Brands and advertisers who fail to embrace
innovation will be left behind by their competitors.
Whether it’s enhanced Pmax giving us asset-level
reporting and rapid asset production at scale, or
shopping ads integrating short-form video. we
have more tools than ever to stand out.
By adopting early, businesses can see the impact
and gain insights on exactly what is and isn’t
working for them giving them more certainty to
plot their future strategies. Those who don’t will
always have their thinking clouded by uncertainty
and what-if questions.
USERS WILL DECIDE
In the same way that high-tech voice assistants have
become glorified egg timers, the willingness of users to
adapt their entrenched search behaviours will dictate
how successful AI-powered search will be.
Talking more conversationally, multiple questions in a
single string and searching with video are all significant
departures from how we have grown up searching, and
users may be reluctant to change their ways.
Users will vote with their feet - if they don’t like the
changed functionality they will shun it and continue
using search engines the way they always have.