PPC has evolved a lot over the years, with Google having a pivotal role in its shape and trajectory. With the introduction of Bard and several other updates, we'll explore the potential of generative AI in transforming the PPC and search landscape" We'll unpack the implications of Google's transition from search to conversational interfaces, with the potential demise of exact match on the horizon, the growing importance of broad and Performance Max, and the impact on PPC strategies. The talk will touch on how generative AI and search are already impacting practioners' day-to-day work stack improving productivty with ad generation and testing, and how we might be able to harness the potential of these changes.

1. Inderpaul Rai
Head of Performance Marketing
ufurnish.com
Speaker at:
1.OPTMYZER TOWN HALL 2022
2.HEROCONF LONDON 2022
3.MARKETING MEETUP X IMPRESSION
4.SMEC GOOD DAY 2020
5.MIKE RYAN'S GROWING ECOMMERCE PODCAST

2. Lessons of the Past to Succeed in
the Future of PPC with AI &
Generative Search

3. HOW IT'S GOING
HOW IT STARTED

4. Over a decade of game changing releases
2009
Introduction of
Sitelinks
2010
Remarketing &
Enhanced CPC
2011
Negatives and DSAs
2012
Enhanced Sitelinks
Google Shopping no
longer free!
2013
Enhanced Campaigns
Bid Adjustments
Target CPA
2014
Target ROAS
Ad Customisers
2015
Customer Match
2016
Right sidebar ads
removed
Standard Text ads
deprecated
Expanded Text Ads
Smart Bidding
2017
Similar Audiences
Exact Match no longer
Exact
2021
Performance Max
BMM Deprecated
2022
ETAs depre

5. WTF

6. Better
but still
no year

7. LUCKILY I KNEW
2015 WASN'T RIGHT
SO WAS ABLE TO
GET BARD TO FACT
CHECK IT'S OWN
ANSWER

8. I DIDN'T KNOW WHICH KEYWORD WOULD TRIGGER THE RIGHT LINK
OR ARTICLE TO ANSWER MY QUESTION...
...THANKS TO GENERATIVE SEARCH I REALISED MUCH MORE QUICKLY

10. YEAR OF VOICE SEARCH IS
FINALLY HERE!
...A DECADE LATER
...AND MINUS THE VOICE

12. THIS AI SEARCH DISRUPTION
DIDN'T HAPPEN OVERNIGHT

13. Google has been warning us for years
With their iterative updates to Google Ads
2017 - EXACT MATCH KILLED
Shows for plurals, misspellings, and different
word endings. Since 2021 even the order of
the words can differ and function words can
be added
2020 - SEARCH TERMS RESTRICTED
No longer showing search query data when
there is not "significant" data
2021 - BROAD MATCH MODIFIED KILLED
Phrase match essentially replaced BMM in
function

14. Google has been warning us for years
With their iterative updates to Google Ads
2018 - RSA'S LAUNCHED
RSA's have been around for a long time but
became the default text ad to use in 2021 and the
only search ad you can use for keywords since
2022
2021 - PERFORMANCE MAX LAUNCH
We've reversed the way we build campaigns,
going from as granular as possible thanks to
match type changes and the launch of PMAX
to consolidation
2023 - "KEYWORDLESS" CAMPAIGNS?
With the push towards Broad Match and
PMAX will we see "Exact" and "Phrase"
deprecated?

16. Google Ads' new golden triangle
WE ARE ALL BEING NUDGED TOWARDS THIS, LEARNING FROM THE PAST THE NUDGE WILL NOT BE GENTLE FOREVER...

17. Fighting against these changes can
only get us so far, let's learn how to
win in the new era

20. But even present day
search is complicated

22. And if people ignore
Google autocomplete?

24. Just doorways to more keyword
terms!

25. And this is only going to get more
complicated with generative search

26. How do we win?
EMBRACE GOOGLE ADS' GOLDEN TRIANGLE
Give up the old keyword game and change your
account structures and processes to leverage
best the tools we have available in Google Ads
UTILISE AI TOOLS TO MAKE OUR LIVES EASIER
Use the likes of ChatGPT and other tools to do the
heavy lifting of ad copy (text and images)
creation, modify/create scripts
UTILISE AI TOOLS TO GENERATE IDEAS
Use the likes of ChatGPT and other tools to help
you with keyword research and data analysis
BY LEVERAGING AI AND GENERATIVE SEARCH, PPC CAMPAIGNS CAN BE OPTIMISED
TO BE MORE EFFECTIVE THAN EVER BEFORE

30. A treasure trove of useful information...
AD COPY IDEAS TARGET AS CUSTOM AUDIENCES
LANDING PAGE CONTENT (HINT: WORK
WITH YOUR SEOS)

31. A treasure trove of useful information...
AD COPY IDEAS TARGET AS CUSTOM AUDIENCES
LANDING PAGE CONTENT (HINT: WORK
WITH YOUR SEOS)

35. A treasure trove of useful information...
AD COPY IDEAS TARGET AS CUSTOM AUDIENCES
LANDING PAGE CONTENT (HINT: WORK
WITH YOUR SEOS)

36. HTTPS://KEYWORDSPEOPLEUSE.COM/

39. A treasure trove of useful information...
AD COPY IDEAS TARGET AS CUSTOM AUDIENCES
LANDING PAGE CONTENT (HINT: WORK
WITH YOUR SEOS)

40. BUT WAIT, HOW CAN I GET
MY WEBSITE HERE?

41. AND HERE!?

42. OR ANYWHERE HERE!

43. SHORT ANSWER IS WE DON'T YET KNOW...LONG ANSWERS:
1. Make sure you're bidding on the
right keywords + audiences + best
RSA copy for this search intent as
always relevancy is key
2. Work with your SEOs!

45. TECH ALONE IS NOT ENOUGH!

46. Skilled People
Enabled Tech for
AI & ML
Core PPC & marketing
principles + processes
AT THE INTERSECTION IS WHERE THE MAGIC WILL HAPPEN

47. AI will not replace us...but we
have to learn how to use AI

48. Fred Vallaeys - Unlevel Playing Field
PPC DOCTORS
Knows and applies the right medicine to fix
performance issues identified
PPC PILOTS
Monitors the automation systems in place and
follows strict processes to ensure the accounts
are running as normal
PPC TEACHERS
The key to machine learning is to "learn", PPC
teachers teach the machine what is a good
conversion vs a bad (or lower priority)
conversion by leveraging and feeding the
machine as much pertinent information as
possible
HTTPS://WWW.AMAZON.CO.UK/UNLEVEL-PLAYING-FIELD-BIGGEST-MINDSHIFT/DP/1544523335

49. Google making
money
Your business
making money
AT THE INTERSECTION IS WHERE BUSINESSES WILL WIN

50. Remember that there are
many other AI tools besides
ChatGPT - don't limit yourself
to just one!

51. The hardest thing to do
when it comes to work
is to...
START

52. Use AI as your creative
companion to help
spark creativity and
explore curiosity and
most
importantly...START!

53. THANK YOU
DON'T BE THESE GUYS
START NOW!