Search engine marketing is taking off with AI - don’t miss this flight

As the world of digital marketing experiences a whirlwind of speculation and uncertainty surrounding artificial intelligence (AI), it's time to navigate through the fog and shed light on the transformative potential of this technology

A new AI-powered tool is getting introduced every day, promising to make your work easier and everybody is talking about how to leverage AI in everything we do. The talk of the town is generative AI, a breakthrough in technology, with ChatGPT by OpenAI being its poster boy. Microsoft is making this more accessible with its new AI-powered Bing, offering users an AI copilot for the web in their professional journeys.

Now that AI has taken off, let’s see what the journey ahead looks like.

Let’s fly clear of the turbulence around AI

First, let’s take a step back and address the elephant in the room: will AI replace marketing jobs? We’ll take an age-old example, an analogy for how AI will help us: autopilot in airplanes.

Today, autopilots are used on most airliners. They have made flying safer and more efficient, and they have allowed pilots to focus on other tasks, such as navigation and communication.

The point is that pilots are still flying planes.

Having AI as your virtual co-pilot while you plan your marketing campaigns is even better than autopilot. It’s already making performance marketing easier. The search engine is one such channel that’s about to see a revolutionary change in user experience, fueled by AI.

The search engine is still the internet’s propellant

In the vast skies of the internet, the search engine remains an awe-inspiring technological marvel. Like the jet engine, over the past three decades, the search engine hasn’t changed much in appearance but has become more efficient and powerful. It effortlessly handles tens of billions of queries each day.

However, there’s one challenge.

The need for a more intelligent search engine

When searching for simple answers, the numerous links on the search engine results page (SERP) can overwhelm even the most seasoned cyber explorers. Astonishingly, 40% of searchers go back from their chosen search result, as it turns out to be the wrong destination for them.

For complex searches, such as planning a trip, the process spans days or even weeks, demanding exhaustive efforts from users. There’s also the challenge of distinguishing the relevant links which provide correct ad useful information.

All these years, we had to adapt to how search engines work instead of vice versa. We don’t exactly use our everyday conversational language while asking search engines. But with advancements like generative and conversation AI picking up pace, the skies are set to transform with AI in your cockpit.

AI-powered search - taking your experience to a new altitude

Have you buckled up? Let us take you through how AI will bring back the joy of discovery to internet search.

Directly arrive at your destination
The new AI-powered search engines will get you where you want to be faster. They can now get you comprehensive answers by reviewing up-to-date results from across the web and summarizing the content, even for complex queries.

For example, you can get detailed guidance on how to replace an ingredient with your desired ingredient in a recipe you’re cooking at that moment. All this without you having to browse through multiple results.

Solve complex problems with a new chat experience
When we ask someone a question, is it limited to two or three words? No, we frame a detailed question. Does it stop there? Not really. We have follow-up questions. However, when it comes to seeking answers from the vast expanse of the internet, we find ourselves constrained, unable to explore and interact in the same manner we naturally do.

AI-powered search engines will have an in-built chat feature for more complex searches, such as planning a detailed trip itinerary or researching which smartphone to buy. This chat experience empowers you to refine your search until you get the complete answer you are looking for by asking for more details, and ideas – with links, of course, so you can act on your decisions immediately.

Spark your creativity and unlock human curiosity
Sometimes, you need more than an answer – you need inspiration. Search engines are now enabled with generative AI to push your limits effortlessly. You can create new content like captions, code, emails, poems, or even jokes to add wings to your creativity. You’re no longer latched to what exists on the internet.

The best part? You don’t have to give up anything you do today
Even with all these bells and whistles, it will remain the same search experience that you’re familiar with. It will be safer, more reliable, and deliver the results you want to see.

What changes for search engine advertising and what does not?

It’s evident that the search engines users are in for a treat. What’s in it for search engine advertisers? As marketers, we will be in the cockpit with our AI co-pilot, having more control than ever.

Here are some ways in which AI in search engine marketing (SEM) can be a delight for marketers:

Expanded reach
Search engines can now understand complex queries with greater depth and precision as a result of the conversational approach. As usage grows, reach on searches will improve, especially amongst younger and mobile users. In addition, due to the more conversational nature of search, users can quickly move down the funnel to actionable intent, which could mean more opportunities.

Greater relevancy
A richer understanding of user intent through deeper conversational engagement and more personalized answers can lead to better ROI for ad campaigns.

Automation
With generative AI, the creation of critical campaign assets such as copy and creatives can be automated or accelerated at a scale and scope that was previously not possible. This kind of efficiency can save time and lead to better campaign ROI.

What doesn’t change for marketers?
With AI, search engines are aiming to create seamless ad experiences out of the current campaigns, which means that marketers won’t have to worry about climbing a steep slope to upskill.

The future of marketing and AI

In the vast skies of marketing, where change is the only constant, the future holds the promise of an exhilarating journey propelled by the transformative force of AI. As marketers navigate through uncharted territories, it is natural for uncertainty to cast its shadow.

However, take heart, for amid the uncertainty lies the thrill of discovery and untapped potential. AI will be your co-pilot, offering enhanced insights, efficiency, personalization, and automation to navigate the ever-evolving marketing landscape.

Embrace the exciting possibilities that AI brings, as it empowers you to soar to new heights of success, unleashing campaigns that captivate audiences with precision and delivering experiences that leave a lasting impact. Buckle up, fellow marketers, for the future of AI in marketing promises to be an awe-inspiring adventure that will redefine the essence of your craft.

(P.S. This article was partially generated with the help of AI, and it made things easier and more efficient.)