Aaron Young explains that Google Ads still rewards relevance above all, but now you need comprehensive Q&A data and structured attributes to compete. Advertisers stuck with old tactics will get buried as search becomes more conversational.
Obviously when you think of it from Google's point of view, what is not changing in all of this is the underlying core that what Google's goal is, a search inquiry. Now it could be conversation, but it's still a search inquiry, most relevant ad, most relevant landing page. And that game hasn't changed. But what will change is that if someone's giving out like a, you know, a third, 3 or 4 questions through, and there's an advertiser which has all the Q&As, it has all the extra attributes. And then you've got another advertiser that hasn't added those. It just becomes an easy, easy win for Google as to whose ad gets the, the high rank or even gets shown in the auction.
Exactly that, that relevance bar has risen dramatically. And you also have to think that this is especially in AI mode where it's really part of a conversation. People can be changing their specs or adding specs as they go along. They can be kind of using AI to filter through products. And so you really want, there could be multiple chances for you to appear in principle. You just need to have that data available.
And I think it's the big thing that people not to get scared of is remembering that for me, the best ads have always been the most relevant ads. And so it just comes back to that. If your ad, if you think you can win in this next, you know, this next season of Google Ads, just by doing what we've been doing for the past, it's just not going to work because, you know, people are just not going to be clicking on your ads. Even if they do get shown, because they're not going to be relevant for what they're asking.
Yeah, absolutely.
