"This holiday season, awareness and brand dollars are likely at the top of Google's wishlist - at least that's what it seems based on Google's communication with ad partners as of late. For the past six months, the tech behemoth has increasingly recommended spend on non-search, upper funnel channels like YouTube, display and discovery ads, according to seven agency execs Digiday spoke with for this story."
"Ultimately, Google seems "mostly unbothered by it since impressions are up," said Michael Robbins, associate director of paid search at Exverus. More people are using AI chatbots, but Google remains the go-to search engine over AI tools - for now, at least. According to eMarketer, nearly 58% of people prefer Google search over AI tools like ChatGPT. Per agency execs, the changes to the search landscape are inevitable."
""They're trying to get ahead of it by offering that their AI ad units will show up in their AI experiences," said the CEO of a performance marketing shop, who spoke on the condition of anonymity. "They're forcing people to adopt AI Max, PMax, Demand Gen as a way to [say], 'If you want to show up, you've got to be running AI ad units.'""
Google is pushing advertisers to prioritize upper-funnel, non-search channels such as YouTube, display, discovery and YouTube Shorts to build awareness and brand consideration. The recommendation reflects marketers' increasing emphasis on awareness media and Google's anticipation of shoppers beginning product searches via AI chatbots like Google Gemini, ChatGPT and Microsoft Copilot. Google is promoting AI-powered campaign products including Demand Gen, PMax and AI Max and encouraging adoption of AI ad units to appear in emerging AI experiences. Agencies report more active conversations with Google and guidance to allocate holiday budgets toward awareness channels while search remains dominant for now.
Read at Digiday
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