The Impact of Generative AI on SERPs and PPC Advertisers

The Impact of Generative AI on SERPs and PPC Advertisers.

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By 2025, large-scale adoption of AI is expected to reach 46%. 

– Statista 

Both Bing and Google are introducing generative AI into their search engine results pages (SERPs), with Google displaying adverts within its chat-based, generative Google Search Experience (GSE). While this shift improves advertiser-consumer communication, it also raises the bar for securing prime placement, which could lead to higher CPCs. Marketers need to be aware of how the revamped search interface may affect user actions and PPC strategy. Increased user engagement, click-through rates, and return on investment can be achieved with the usage of generative AI integration by personalizing ads based on each user’s search intent. It considers immediate information, scrutinizing user intent, demographics, and browser history to deliver relevant, hyper-targeted advertisements. The incorporation of generative AI completely transforms our ability to engage with our audience and increase the effectiveness of our advertisements. 

Real-time data is used by Generative AI Integration to generate adverts that are highly relevant to the interests, preferences, and actions of individual users. This method lets adverts take on multiple forms, increasing relevance, click-through rate, and return on investment for companies. In fields as diverse as e-commerce, travel, finance, and entertainment, generative AI integration is reshaping audience interactions and the effectiveness of advertising. 

The Asia Pacific is the fastest-growing regional market for generative AI 

– Acumen 

On May 25, Google gave some users access to its new generative AI features. The digital marketing world had been anticipating this arrival ever since Google announced its plans to launch the feature earlier this month. 

In this blog, we’ll take a look at these shifts and analyze how generative AI will affect the success of digital marketers using SERPs to attract customers with adverts.  

How to Read a Chat-Based Search Engine 

The new chat-based search function combines the extensive search capabilities of search engines with the conversational tone of chat applications and generative AI like ChatGPT. It’s a major paradigm change since it allows consumers to input queries into search engines in a more natural, conversational way. 

Using generative AI, users can have a text conversation with a search engine, typing or speaking their inquiries in natural language. Such a search is dynamic and iterative, involving follow-up inquiries, clarifications, and further explorations of the topic at hand. Search engines like Google and Bing utilize complex algorithms based on natural language processing (NLP) and machine learning to decipher these requests and deliver the results their users anticipate. Generative AI relies heavily on massive data fusion to develop one-of-a-kind solutions based on previously learned patterns and structures. This method is an intricate and iterative procedure that can be used with a wide range of search criteria. 

Google’s Generative Ads and Search Results

It is important to understand that tomorrow, whether Google is there or not, artificial intelligence is going to progress. Technology has this nature. It is going to evolve.

– Sundar Pichai 

Currently in beta, Google’s generative search experience provides users with a conversational interface just above search results pages. As a result, users have a more satisfying experience, and they are less likely to waste time scrolling down the search engine results page. The conversational format nudges users to ask more questions and gives answers to some of those inquiries just a click away. Ads might be integrated into the generated search results, driving up competition for prime spots and possibly maintaining the upward trend in cost-per-clicks. Even if the conversational experience isn’t perfect, it may cause visitors to spend less time on the first page of search engine results. 

Generative Search Results and Ads on Bing 

Google isn’t the only search engine that provides results in the form of a conversation, though. In 2023 February, Microsoft included ChatGPT in Bing’s search results pages. Unlike Google, its chat feature isn’t front and centre when you do a search. After the user navigates from the search to the chat tab, they will get either a sidebar or a full-page experience. 

This is great news for marketers and SEO specialists, as it means their present efforts will be less likely to be derailed by unexpected outcomes. The top of the search engine results page (SERP) is not as cluttered with Microsoft’s generative search results as it is on Google’s. 

Microsoft’s generative search results take up a lot less real estate at the top of the search engine results page (SERP) than Google’s do. Ads are already a part of Bing’s full-page chat, so businesses don’t miss out on as many opportunities to communicate with users as they do on Google when users switch to Bing. Bing includes ads in its chat search results. 

Possible Repercussions on Ad Clicks 

The usage of conversational search has spurred speculation as to whether users will ignore conventional search results and advertisements or have a momentary “tunnel vision” or attentional bias towards new features. However, the market for such services remains steady, as many individuals conduct research and make purchases online constantly. User preferences for validation and getting the best pricing may not greatly affect conversions, but generative answers can affect impressions, click-through rates, and clicks. With Bing working on its generative experience, moving towards more advertisements and less disturbance to traditional SERPs, the SERP that generates conversions may shift. Since advertising revenue is what keeps Google and Microsoft afloat, it’s unlikely that they will drastically alter their business models to compete with upstarts like ChatGPT and other LLMs. 

Ads Switching Search Engines 

There was an eightfold surge in daily downloads of the Bing mobile app from Microsoft, and ChatGPT hit 100 million users in under two months. The factual inaccuracies in ChatGPT, however, may prevent it from replacing traditional search engines. New advertising avenues may open up because of generative AI’s introduction of new apps and inquiry formats. Microsoft has developed advertisements for chat API to help monetize chat-based experiences as it grows its ad-supported website and app portfolio. 

How will AD Advertising Evolve with the Next Era of Search Engines?

Even though Google and Microsoft are testing chat-based search experiences, advertisers don’t need major shifts in the way things have always been done. They still have access to the same PPC advertising tools, such as keywords, audiences, ad assets, and account settings. Microsoft’s approach enables keyword-based ad auctions, allowing for more natural conversational queries to be translated into keywords. This could increase the significance of brand-related advertising.  

Google thinks ads are information, and if they’re helpful, people will still appreciate them. Ads in the age of generative AI are subject to stricter requirements for accuracy and may therefore gain more credibility as a trusted source of information. 

How to Boost Ads Conversion Rates  

Advertisers should enable broad match keywords, Smart Bidding, and RSAs, as well as set up conversion tracking using a VBB mechanism, to leverage conversational tactics efficiently. As a result, ads will always appear around related discussions, regardless of whether the triggering phrases are an exact match. Keep an eye on the information about people’s searches to make sure AI is getting the hang of your company. To ensure that ads are among the few that have a chance to make an impression in conversational settings with limited space, it is important to prioritize high ad ranks for mobile encounters with small screens. 

Restricted Scope of Reporting 

It is currently difficult for advertisers to know how well their ads succeed in the generative experience because neither Google nor Microsoft segment performance analytics depend on SERP experience. There is no way to tell if the reduced click-through rates seen with chat-based ads are a result of the new chat-based experience or some other issue. 

GenAI led Opportunities for PPC Advertisers

GenAI-led Opportunities for PPC Advertisers

Finally, let us see how generative AI will influence search engine results pages (SERPs) and provide enhanced opportunities for pay-per-click (PPC) marketers. 

Create Dynamic Ads:

Automated, hyper-specific, and always-up to date pay-per-click (PPC) adverts, based on the preferences and search histories of individual users are made possible by generative AI. As a result, the adverts become more relevant to the audience and receive more clicks. 

Ads Tailored to Your Interest:

By evaluating user data and preferences, generative AI enables advertisers to create highly relevant and engaging adverts for their intended audience. 

Effective Keyword Research:

By recommending relevant and effective keywords, PPC campaigns enhanced by generative AI help advertisers increase their visibility and reach. 

Effective Budgeting: 

PPC advertisers may make better use of their budgets and see greater returns on investment (ROI) with the help of generative AI’s real-time analysis of data and performance metrics. 

Potential for Future Expansion: 

As generative AI develops and improves, it will present even more unique solutions and opportunities for SERPs and PPC advertisers, creating enormous growth potential. 


Conversational search will soon completely change the way people shop online. Marketers need to adjust their tactics to be relevant in today’s dynamic, conversational, and interactive search environment. Effective strategies to strengthen ad rankings include making use of broad match keywords, Smart Bidding, and responsive search ads. PPC strategies need to be adapted to take advantage of the changing search landscape as companies like Google and Microsoft develop generative search experiences. 

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