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1、GENERATIVE AI FOR SEARCH MARKETINGANA.NET/AIThe integration of Generative AI into core products from the leaders in search(Google,Bing,Apple,Amazon)coupled with the announcements of well-funded,scaled tech companies getting into the search marketplace represents a fundamental shift in a digital adve

2、rtising model that has dominated the past three decades.This report explores the current state of Generative AI in search marketing and its impact on SEO and SEM strategies and provides actionable insights for marketers to leverage this emerging technology while navigating its potential pitfalls.Wit

3、hout question,keyword creation for SEM and AI as a springboard for content ideation are todays top use cases.Yet,there is so much more that marketers can accomplish with Generative AI both today and soon that will dramatically alter the Search Marketing landscape.3 /Generative AI for Search Marketin

4、gGeneral Overview.4Impact on the Business Model of Search.6Current Landscape.7Retail Search.10What Should Marketers Do?.12Competitive Analysis and Market Research.12Keyword Research and Optimization.16Ad Copy and Personalization.17Audience Targeting and Segmentation.20Bid Management and Budget Alloc

5、ation.21Performance Analysis and Reporting.22Voice and Visual Search.22Compliance and Responsible AI.23Problem-Solving.24The Future of Generative AI in Search.25Current Best Practices.26Summary.27Glossary.28Acknowledgements.30About the ANA.30Table of Contents4 /Generative AI for Search MarketingGene

6、ral OverviewAs early as 1994,search engines have been foundational to the modern digital era,both for consumers seeking to navigate the endless spindles of the web and marketers recognizing the power of reaching those consumers at the nexus of recency and relevancy.Early pioneers like Yahoo,Lycos,In

7、foseek,Excite,Overture,AltaVista,Dogpile,Metacrawler,and Ask Jeeves fought for market share for a decade only to be dominated by Google,ending as an acquisition,bankruptcy,or fading into the archives of web history.Google,and to a much lesser extent Bing,have dominated in consumer usage,ad revenue,a

8、nd the total expenditure and energy that the marketing industry has devoted to ensuring high-ranking visibility in search results for over 30 years.While marketers have had to occasionally adjust strategies to address a change in ranking algorithms or external economic or world events,search has bee

9、n a steady,reliable,and net positive benefit to marketers.Yet,there is a new and likely significant challenge to that model in the form of Generative AI.As much as search disrupted the lucrative business of printed phone directories and catalogs,Generative AI has the potential to rewrite the traditi

10、onal search advertising and marketing playbook,challenging the approaches marketers use for product and service discoverability and generation of sales leads and conversions.The Release and Adoption of LLM-Based SearchSearch Engine Marketing(SEM)and Search Engine Optimization(SEO)have been the two m

11、ain methods of optimizing marketer presence in search results since the beginning of digital advertising and marketing.SEM is traditionally aligned with paid media,which is usually purchased on a cost-per-click or performance media basis.Included in SEM is the idea of creating compelling ad copy wit

12、h strong calls to action and ensuring that landing pages are optimized for relevancy and conversion.SEM also includes bid strategy,targeting,and performance analytics.SEO involves numerous tactics,including meta-tags,web page header titles,contextual and frequent refreshing of content,and other earn

13、ed media tactics to raise a specific result higher on the Search Engine Results Page(SERP).Both SEM and SEO are directly affected by Generative AI.5 /Generative AI for Search MarketingFor SEM,AI offers faster and greater depth in decisions around which keywords/search terms to target and the appropr

14、iate bid ranges for each.Instead of simply looking at the relative efficiency of terms and perhaps historical ROI,marketers can now have the AI incorporate dynamic inputs such as weather,stock price,variable cost of goods,or historical demand by day of week,time of day,or competitive activity,along

15、with many other inputs which todays basic algorithms,along with their human overseers,are not capable of integrating.If there is clean,current data available,the potential is there for it to feed into AI to help the decision.AI can also analyze the nuances of various search creatives to make recomme

16、ndations on which creative will drive greater responses based on your various KPIs and audience segments.AI can influence bid strategy and drive hyper-personalization,resulting in dynamically created landing pages optimized to drive the highest conversion rates based both on what the AI has learned

17、over millions of transactions as best practice and,with privacy compliance,the data that it has acquired on the individual clicking.Search engines are incorporating AI into their systems in many ways.Google,with its proprietary AI Gemini,and Microsoft Bing with its OpenAI ChatGPT alliance,are not on

18、ly bringing direct answers to their users when they search but also using AI to improve the quality of the organic(native,unpaid traffic)results they return to search queries.This provides a real challenge to those marketers who have been using SEO tactics.Search engines generally do not disclose th

19、e details of their algorithms.SEO tactics have been developed over the past three decades,mostly through trial and error.With AI able to provide a far more sophisticated level of results,traditional SEO tactics must be re-examined.General OverviewThe most prevalent use-case in AI for search is ideat

20、ing keywords and improving the quality and efficacy of meta-tags and H1 headers.AI not only increases the number of options to choose from but also saves time in ensuring that all H1 and meta-tag options meet the accepted character count.This significantly streamlines the process for content creator

21、s aiming to increase their search engine visibility and ranking,resulting in increased time efficiency.Search engine experts we canvassed agree that the preferred method of AI engagement is AI in partnership with humans to decrease the impact of the inevitable hallucinations or potential misinformat

22、ion that current AI models are prone to provide.AI hallucination or misinformation remains a top concern,in particular with those creating content.Misinformation and incorrect content present a clear risk to brand trust,which must be considered when determining the risk/reward of AI efficiency.Marke

23、ters need to review AI-generated content to ensure that it is correct and aligns with the brands voice and messaging.By conducting thorough reviews and making necessary modifications,marketers can generate solid creatives that can then be tested against each other.Given both the financial investment

24、 and the speed of evolution around next-gen LLMs,the amount and intensity of its hallucinations will continue to decrease.This is imperative to build trust between marketers and AI models and AI agents.With increased trust,consumers will use and rely on AI to a much greater degree,which,in turn,will

25、 lead to an evolution away from the current ways consumers and businesses engage with traditional search.This could have a profound impact on the business models of some of the largest companies in the digital era.6 /Generative AI for Search MarketingImpact on the Business Model of SearchAt its core

26、,search marketing has been enabled by publishers self-interest in sourcing traffic.They have allowed most search“spiders”to crawl their websites with the quid pro quo that consumers will click on the results,driving them to visit the publishers sites,which,in turn,leads to monetizable engagement and

27、 sales.This model has served the internet well for nearly 30 years,contributing to a free and open information economy.As Generative AI scales,and increasingly integrates elements of search into the front end of its interface,it completely upends this model.It pushes the information to the consumer,

28、negating the need for the user to go any farther than the main search interface.Fewer clicks,less cash.It changes the dynamic in another important way as well:it moves search from a transactional experience,where a user inputs a couple of keywords that denote what they seek,into a conversational exp

29、erience,where the user grows to trust and depend on the AI to partner with them in their overall objective.For instance,in traditional search a user most likely will input“hotel in Sydney Australia”if they are seeking to find and book a hotel for their trip.In Generative AI search,they may be more l

30、ikely to say,“Hello!Can you please help me find a hotel for my family of four in Sydney,Australia?We are looking for a hotel near the Quay that is affordable and provides a Continental breakfast with the room.”That request will likely be followed up with iterations until the correct room is found.Ho

31、wever,the key distinction is that the AI will be providing real recommendations versus traditional search which would have provided a list of links for users to seek out the best option on their own.As Generative AI continues to evolve,it also promises to revolutionize content creation,keyword resea

32、rch,audience targeting,and campaign optimization.However,this evolution presents challenges,including potential over-reliance on automation and the risk of content homogenization.7 /Generative AI for Search MarketingCurrent LandscapeSearch marketing is a big business.The SEO and internet marketing c

33、onsultants industry in the U.S.in 2023 was a$76.1 billion industry,employing over 400,000 people.1 U.S.search ad spending(paid search)is a$125 billion business,projected to rise to$183.79 billion in 2028.2 Growth is projected to slow down to single digits(9.7 percent)in 2026 and beyond.While this do

34、es not indicate an extinction-level AI disruption,it does indicate a mature market that could be susceptible to disruption.In February 2023 Bing integrated ChatGPT into its search results.Bings search market share in the U.S.before ChatGPT integration had hovered between 6 percent and 7.8 percent.3

35、While there wasnt an immediate surge in market share,Bing has consistently hovered between 7.5 percent and 8.2 percent since December 2023.This marks the first time since 2015 that Bing has surpassed the 8 percent mark,and its intriguing to consider whether the AI integration and Co-Pilot integratio

36、n into Microsoft Office have played a role in this slight uptick.While all the LLMs have the potential to disrupt the search marketplace,as of this writing there are three that have traditional search engines in their crosshairs:Perplexity.ai,the recently released GPT Search(ChatGPT),and the possibi

37、lity of an AI-driven search feature integrated into Meta.ai.Perplexity.ai,founded in 2022,bills itself as an“Answer Engine.”As of July 2024,Perplexity.ai had 51.3 million total visits with an average of 4.66 pages per visit and an average visit duration of 6:46.4Demonstrating its quick growth,in Aug

38、ust 2024,Perplexitys chief business officer Dmitry Shevelenko told the Financial Times that Perplexity.ai had answered roughly 250 million questions in July 2024,compared to its total 2023 queries of 500 million.Shevelenko confirmed that,unlike most LLMs,the main monetization engine is going to be a

39、dvertising.Perplexity will split a“double-digit”percentage of its revenues on every sponsored article with news publishers cited.It currently has announced deals with Time,Der Spiegel,and Fortune.This revenue share model is,in part,a response to a series of damming articles that came out earlier in

40、2024 from Forbes and WIRED Magazine where Perplexity was accused of ignoring the Perplexity.ai,which is a hybrid of a traditional search engine and Generative AI,illustrated by a slightly more conversational approach than just text links provided by traditional search1IBISWorld:Biggest SEO and Inter

41、net Marketing Consultants in the U.S.2EMARKETER:Q3 2024 forecast3Statcounter:Search Engine Market Share North America4SimilarWeb:Website Analysis for October 2024Robots Exclusion Protocol(robots.txt),a web standard that allows website operators to declare certain areas of their site off-limits to bo

42、ts.According to recent reports,Perplexity.ai plans to start incorporating ads in Q4 2024.8 /Generative AI for Search MarketingOn November 2,2024,OpenAI rolled out GPT Search,which fully integrates into ChatGPT and deep-links directly to the information that a consumer seeks on a specific and detaile

43、d level,even highlighting search trends in real time.While Sam Altman,CEO at OpenAI,has previously stated an anti-advertising bias,the recent pivot from OpenAI being a for-profit company could very quickly change that position.Altman stated in an interview,“I like that people pay for ChatGPT and kno

44、w that the answers theyre getting are not influenced by advertisers.When I go use Twitter or Facebook or Google or any other great but ad-supported product,I dont love that and I think it gets worse,not better in a world with AI.”5 Marketers should pay attention to this closely.Image of GPT Search i

45、ntegrated into Chat GPT 4.0 on 11-4-20245CNET:“SearchGPT is Coming Soon:Five Ways It Will Be Different Than Google”Current Landscape9 /Generative AI for Search MarketingSMB Marketers Are Finding Success in Integrating AI with SEO StrategiesAs this chart above indicates,a majority of SMBs are seeing

46、success in utilizing AI for their content marketing and for ranking and attracting organic traffic.According to HubSpot,84 percent of bloggers and SEO specialists report that AI and automation influenced their SEO strategy in 2023.Google launched AI Overviews at the end of May 2024 in response to bo

47、th the rapid growth of Generative AI and the recognition that integration of AI into the CX of traditional search was inevitable.AI Overviews bring information about the topic/item being searched directly to the user in the search results.However,just as all AI is subject to hallucinations,AI Overvi

48、ews has already been found to produce incorrect results,such as a highly publicized issue when AI Overviews advised people to eat rocks and put glue on pizza.These incidents are not just risky in and of themselves,but could lead to issues of trust with the Google brand overall.Google has been going

49、back and forth in terms of the number of search results that incorporate AI Overviews.An analysis by AdvancedWebR in July 2024 showed that only 12.4 percent of the keywords they analyzed brought back an AI Overview.The same study showed that AI Overviews average 169 words.Current Landscape10 /Genera

50、tive AI for Search MarketingRetail SearchAccording to EMARKETER,nearly 40 percent of online multi-brand retail shoppers search on websites and apps to discover new brands and products.While we are at the very early stages of the evolution of AI and retail,the marriage of robust and longitudinal firs

51、t-party data interpreted in a privacy-centric fashion to deliver a more sophisticated and relevant set of product recommendations and results to a consumer search is the promise.While still very early,AI is being used by several organizations to improve and personalize search.Implementing conversati

52、onal search(not just one-or two-word search queries but engaging the consumer in text dialogue)increases engagement and allows the AI to learn more about the customers desire.Using the AI,in a privacy-compliant fashion,allows for more advanced personalization.Chatbots,which to date have been rudimen

53、tary and somewhat clunky,now can integrate voice and inflection,and soon will evolve into human-realistic digital doubles.11 /Generative AI for Search MarketingAs AI Rapidly Improves,How Can Retail Marketers Prioritize?Priority 1.Conversational Search and Advanced Personalization Provide High-Impact

54、,Immediate Opportunity Retailers should focus on implementing conversational search and advanced personalization features using Generative AI,as these use cases offer significant benefits and are relatively easy to implement compared to other options.Conversational search can enhance customer experi

55、ence by providing more natural and intuitive interactions,while advanced personalization can tailor search results to individual preferences,increasing customer satisfaction and conversion rates.Priority 2.Merging Text-and Image-Based Search Can Make a High Impact,But Is a Long-Term Investment While

56、 merging text-and image-based search is more difficult to implement,it presents a high-impact opportunity for retailers.By combining text and image search,retailers can provide a more comprehensive and relevant search experience,especially for visually-oriented products or customers.Priority 3.Conte

57、nt Generated from Search Queries Offers Potential,But Requires Careful Evaluation Retailers can test this use case to assess its effectiveness and ensure that the generated content is accurate and relevant and aligns with their brand.Retailers should be mindful of the potential risks associated with

58、 AI-generated content,such as bias or misinformation.Retail Search12 /Generative AI for Search Marketing1 1Its quite simple to enter a prompt into an LLM to gain insights into your competitors SEO and SEM strategies.However,this is one of the areas where the more specific the prompt,the more accurat

59、e the answer.Its also where its imperative to require the LLM to source the material.Basic prompt:“Please compare the SEO and SEM strategies of Brand A and Brand B.”Better prompt:“During the time frame of X Date to Y Date,please compare the SEO and SEM strategies of Brand A and Brand B.Double-check

60、your work for accuracy and please source all your insights.If the insight cannot be directly sourced,please exclude it from the response.”What Should Marketers Do?Opportunities for Marketers to Utilize Current Market AI OfferingsCompetitor Analysis and Market Research1 16 62 27 73 38 84 49 95 51010C

61、ompetitor Analysis and Market ResearchKeyword Research and OptimizationAd Copy Generation and PersonalizationContent Creation and ContextAudience Targeting and SegmentationBid Management and Budget AllocationPerformance Analysis and ReportingVoice and Visual SearchCompliance and Responsible AIProble

62、m-SolvingLets look at a hypothetical example with two Quick Service Restaurants(QSRs).Comparing the SEO strategies of QSR 1 and QSR 2 reveals how each brand leverages digital visibility to capture market share,engage customers,and drive traffic.Prompt:“Please provide a thorough comparison and analys

63、is of the SEO and SEM strategies of two QSRs from January 2023 to December 2023.Please double-check the work and provide sources.Include keyword strategy,content strategy,technical SEO,link building,local SEO,and any other relevant elements.”13 /Generative AI for Search MarketingHeres a breakdown:1.

64、Keyword Strategy QSR 1:Focuses on a wide range of keywords,including branded keywords(e.g.,“QSR menu,”“QSR near me”)and unbranded keywords (e.g.,“fast food,”“breakfast deals”).Emphasizes location-based keywords to attract local customers searching for nearby restaurants.Prioritizes trending and seas

65、onal keywords,reflecting limited-time offers and promotions.QSR 2:Uses a mix of branded and unbranded keywords,similar to QSR1,but with a stronger emphasis on promoting specific menu items,like the Big Burger.Leverages more provocative and edgy keywords,often tied to viral campaigns or product compa

66、risons(e.g.,“Big Burger vs Large Burger”).Focuses on SEO for their unique offerings,like plant-based products,to capture niche markets.2.Content Strategy QSR 1:Creates a vast amount of content across various formats,including blogs,videos,and infographics.Frequently updates its website with fresh co

67、ntent related to new product launches,corporate social responsibility,and nutritional information.Utilizes an international content strategy that tailors content to different markets,supporting SEO in multiple languages and regions.QSR 2:Leverages a more aggressive content strategy with a focus on v

68、iral marketing and controversial campaigns.Uses humor and wit in content creation,often engaging in direct comparisons with competitors,which can drive high engagement.Focuses heavily on social media content that ties back to SEO,integrating SEO-optimized landing pages with their social campaigns.3.

69、Technical SEO QSR 1:Implements strong technical SEO practices,including mobile optimization,fast loading times,and a well-structured site architecture.Focuses on accessibility,ensuring that content is easy to navigate and available to all users,including those with disabilities.Regularly updates and

70、 maintains a large number of local pages for individual franchise locations,enhancing local SEO.QSR 2:Prioritizes speed and mobile-first design,critical for fast food customers often searching on the go.Uses schema markup effectively to highlight key information like locations,reviews,and menu items

71、 in search results.Maintains a clean and simple site structure,focusing on the user experience to reduce bounce rates and improve dwell time.4.Link-Building QSR 1 Engages in broad link-building strategies,including partnerships,PR campaigns,and community events.Frequently earns links from major news

72、 outlets and food industry publications due to its market dominance and frequent media mentions.Utilizes internal linking extensively,connecting relevant content to improve site navigation and authority.What Should Marketers Do?14 /Generative AI for Search Marketing QSR 2 Employs a more guerrilla-st

73、yle link-building strategy,earning links through provocative and newsworthy campaigns.Capitalizes on viral content and social media buzz,which often leads to natural backlinks from a variety of sources.Focuses on influencer partnerships and collaborations,which generate both social media engagement

74、and backlinks.5.Local SEO QSR 1:Dominates in local SEO by ensuring every franchise location has a well-optimized,individual Google My Business listing.Frequently updates local pages with relevant promotions,events,and localized content to attract nearby customers.Incorporates localized advertising c

75、ampaigns that feed into their local SEO efforts.QSR 2:Also strong in local SEO,but with a slightly more aggressive approach in geotargeted advertising and promotions.Uses location-based marketing strategies,often tying into broader marketing campaigns that draw customers into physical locations.Emph

76、asizes customer reviews and engagement on local listings,encouraging satisfied customers to leave reviews that boost local rankings.6.Competitive Differentiation QSR 1:Focuses on being the go-to fast-food chain,appealing to a broad demographic with a stable and consistent SEO strategy.Relies on bran

77、d loyalty and ubiquitous presence to maintain a dominant online position.QSR 2:Leverages a more daring approach to SEO,using bold campaigns to capture attention and differentiate itself from QSR 1.Focuses on creating a strong identity as the“challenger brand,”often positioning itself in direct contr

78、ast to QSR 1 in both content and campaigns.What Should Marketers Do?15 /Generative AI for Search MarketingConclusionBoth QSR 1 and QSR 2 employ robust SEO strategies tailored to their brand identities.QSR 1 uses a more traditional,comprehensive approach,emphasizing broad keyword coverage,consistent

79、content updates,and strong local SEO.In contrast,QSR 2 takes a more unconventional and edgy route,focusing on viral content,provocative campaigns,and a more aggressive link-building strategy.These differences reflect their broader marketing strategies:QSR 1 aims for broad appeal and consistency,whil

80、e QSR 2 positions itself as the bold,challenger brand in the fast-food industry.1.Keyword Strategy and Content ApproachQSR 1 continues to dominate in broad keyword coverage,targeting both branded and unbranded terms with a focus on local SEO.Their content strategy is geared towards maintaining a hig

81、h level of visibility through consistent updates related to promotions,menu items,and corporate social responsibility efforts.This strategy helps reinforce their family-friendly image and wide appeal.QSR 2 employs a more targeted keyword strategy,often centered around specific products like the Larg

82、e Burger and innovative,sometimes provocative campaigns.Their content frequently aligns with pop culture and social media trends,which helps them resonate particularly well with younger demographics,such as Millennials and Gen Z.2.Technical SEO and User ExperienceQSR 1 has faced some challenges with

83、 the complexity of its site,particularly in the ordering process,where multiple steps can hinder user experience.Despite this,they have strong technical SEO practices,ensuring their site is optimized for mobile and accessible to a broad audience.QSR 2 prioritizes simplicity in its user experience,fo

84、cusing on making the online ordering process straightforward and efficient.Their site is designed to quickly convert visitors into customers,which has proven effective in driving sales.3.Social Media and Link-BuildingQSR 1 relies on a consistent and broad social media strategy,aligning its content w

85、ith global events and trends.They benefit from extensive natural backlinks due to their significant media presence and partnerships.QSR 2 excels in creating shareable,edgy content that generates organic backlinks and drives social media engagement.Their use of humor,satire,and controversial campaign

86、s helps them stand out and effectively engage with their audience,making their social media presence particularly strong.4.Local SEO and Market SegmentationQSR 1 continues to lead in local SEO by maintaining well-optimized local pages for their numerous franchise locations,ensuring strong visibility

87、 in local searches.QSR 2 also performs well in local SEO,particularly through targeted,location-specific campaigns.They have been increasingly tailoring their offerings and campaigns to specific markets,enhancing their local relevance and customer connection.In SummaryQSR 1 maintains a broad,consist

88、ent approach to SEO,focusing on a wide range of keywords and a solid technical foundation.QSR 2,on the other hand,adopts a more targeted and innovative approach,leveraging social media trends and pop culture to drive engagement.Both strategies have their strengths,tailored to their brand identities

89、and target audiences.What Should Marketers Do?Best Practice:Note that humans should double-check all sources to ensure not only that they are reasonable and accepted resources,but that the information retrieved matches the time frame requested as part of the prompt.16 /Generative AI for Search Marke

90、tingAI can drive efficiency and greater effectiveness around keyword research and optimizations.Provide the AI with simple human conversational prompts that provide detailed,pertinent information,such as clearly stating your objectives and goals,as well as typical triggers of interest.This can help

91、the AI provide keywords that drive scale and long-tail options,offering more precise and comprehensive keyword recommendations.SEM:A future capability of AI agents will be to improve keyword analysis by quickly identifying high-performing keywords,optimizing bid strategies,and dynamically adjusting

92、ad placements in real time.This could lead to more cost-effective campaigns with higher ROI.SEO:AI agents can analyze vast amounts of search data to identify trends,seasonal variations,and long-tail keyword opportunities,enabling more precise and effective content strategies.You can also use AI to a

93、nalyze survey data,customer reviews,and sales call records to uncover search terms that may not have been obvious.For example,imagine the following prompt:“Provide a list of keywords that would help drive traffic to a fashion website.The typical customer is a sports fan who is loyal to their team.Th

94、ey like to be seen as an influencer and have blogs,a TikTok specific to their fandom of their team,and a Twitch channel where they play Madden Football with their team.”ChatGPT created the following results in under 10 seconds:Sports Team-Specific KeywordsTeam Name Apparel,Team Name Merchandise,Team

95、 Name Fan Gear,Team Name Fashion,Team Name Sportswear,Team Name Jerseys,Team Name Influencer Fashion,Team Name Custom Apparel2 2Keyword Research and OptimizationInfluencer and Social Media KeywordsTikTok Fashion Influencer,Sports Fashion Influencer,Madden Twitch Streamer StyleGame Day Fashion Tips,S

96、ports Fashion Trends,Influencer-Approved Outfits,TikTok Sports Fashion,Twitch Streamer ApparelGaming and Lifestyle KeywordsMadden NFL Fashion,Twitch Streamer Outfits,Gamer Fashion,Madden Football Apparel,Sports Lifestyle Fashion,Game Day Outfit Ideas,Sports Fan Style Guide,Football Game Day GearGene

97、ral Fashion KeywordsStreetwear for Sports Fans,Athletic Fashion Trends,Sportswear for Influencers,Custom Sports Apparel,Fashion for Sports Fans,Trendy Sports Gear,Sports-Inspired Fashion,High-Performance SportswearSeasonal and Event-Specific KeywordsNFL Season Apparel,Game Day Outfits,Super Bowl Fas

98、hion,Playoff Gear,Winter Sports Apparel,Summer Game Day Outfits,Sports Fashion for All Seasons,Holiday Sports GearGenerative AI can also analyze vast amounts of your data to identify long-tail keywords and emerging trends.However,there are some red flags:Generative AI optimizes based on metrics it i

99、s trained upon,which could result in false positives or raise concerns if it generates personalized content using data that customers were not aware they were sharing.For now,human oversight is key and a must.What Should Marketers Do?17 /Generative AI for Search Marketing3 34 4Ad Copy Generation and

100、 PersonalizationContent Creation and ContextSEO:Generative AI can generate ad copy at scale,optimizing for different keywords,varying advertising segments,demographics,and user intent.This allows for greater personalization of ads and relevancy to the end user.While algorithms have always been core

101、to Dynamic Creative Optimization(DCO),Generative AI can take this to the next level.Not only can the search copy be personalized,but landing pages can also be personalized to a much greater degree than has previously been considered possible.AI can generate multiple versions and dynamically A/B test

102、 variations,adjusting in real time based on performance metrics.SEM:While traditional search links have generally been pre-determined,or at least generated from a pre-determined set of destination pages,AI-driven search will open greater opportunities to send users to dynamically created,customized

103、pages.This will still require a base static page or URL parameters for search crawlers to find a page,but the amount of dynamic rendering for landing pages can be personalized to a greater degree using Generative AI.SEO:AI-driven tools can create SEO-optimized content,suggest improvements for existi

104、ng content,and,to a certain degree,predict the type of content that will perform best based on historical data and trends.As mentioned earlier,any change to how a search engine determines organic results is disruptive to previous SEO tactics.Therefore,with each evolution of AI and the degree to whic

105、h it is integrated into the organic search algorithms,consistent evaluation and adjustments may be necessary.AI is improving consumer experiences by enhancing the relevance of search results.For example,if you search for“running shoes”you might get a general result.But if you engage in a conversatio

106、n with AI search,sharing details on factors like foot type,running style,and preferred brands,youll receive a more precise answer.The key challenge for SEO professionals now is learning how to influence AI-driven responses to ensure their content becomes the source consumers rely on.Traditional sear

107、ch on Google“running shoes”What Should Marketers Do?18 /Generative AI for Search MarketingThe effective use of Generative AI begins with an understanding of what powers it:a significant amount of data.However,the quality of this data is just as crucial as its quantity.Data quality must be a central

108、focus in any campaign deployment,as poor data quality,regardless of its volume,can lead to undesirable and ineffective results.Results from SearchGPT using same prompt as previous ChatGPTConversation Search using ChatGPT,note no links or imagesWhat Should Marketers Do?19 /Generative AI for Search Ma

109、rketingSearch isnt just about one word or phrase that translates into consumption of some kind;its about context and outcome.As an example,Toyota has been using Generative AI since 2023.Generative AI unlocks intelligent in-vehicle search using expanded voice agent features.Toyotas voice agent uses G

110、enerative AI to cut down on time searching to find roadside destinations.It can even enable in-vehicle contextual games by leveraging the internet,Generative AI,and navigation coordinates.The most important action you can take is to measure the impact of AI on your engagement and commercial returns

111、and adjust your strategies accordingly.The shift in search AI revolves around the“context”framework.Previously,optimizing for search involved using brief,keyword-focused interactions with search engines.Now,optimization must account for the natural evolution of more conversational queries.Tools like

112、 OpenAIs GPT,exemplified by the search sizzle reel or the running shoe example,provide a robust toolkit for enhancing both organic and paid campaigns.The following is a simplified comparison of the before and after effects of this evolution.Bankrate,an affiliate content platform that focuses on prov

113、iding financial advice on products and services,home buying,and personal loans,is using Generative AI for content creation.In its model,AI will write content but with a person editing and an editor fact-checking.As of the end of 2023,Bankrate had published over 213 AI articles with a disclaimer at t

114、he bottom of every page,“This article was generated using automation technology and thoroughly edited and fact-checked by an editor on our editorial staff.”What Should Marketers Do?Best Practice:Be transparent on if and to what extent your content is being written by AI.20 /Generative AI for Search

115、Marketing5 5Audience Targeting and SegmentationSEM:AI agents can analyze large datasets to identify distinct audience segments based on behavior,demos,interests,and other variables that may exist outside your normal consideration set,affecting keywords and bid levels.AI can predict which audience se

116、gments are most likely to convert based on historical data,allowing marketers to budget more effectively to prioritize high-value segments.Assuming responsible AI use(permission-based across first-party data sources),AI can track user behavior across websites,tying back to relevant messaging through

117、out search and other touchpoints.AI agents can create lookalike audiences by analyzing the characteristics of existing customers and finding similar users who are likely to respond positively to ads.AI agents can integrate with Customer Data Platforms(CDPs)to create unified audience profiles that co

118、mbine data from various sources(social,email,website interactions),assuming that it is done responsibly and with user permissions in order.SEO:AI has the capability of analyzing search queries to determine user intent and segment audiences accordingly.As an example,AI can distinguish between users s

119、earching for information content versus those with transactional intent.This allows for content optimization that serves each group.AI can also power recommendation engines that suggest content based on user segmentation.It can recommend articles,videos,or products that are more likely to engage spe

120、cific users,improving dwell time and conversion rates,while giving clearer direction to content teams on what types of content to produce.AI can analyze CDP data to identify high-performing segments and inform SEO strategies that focus on creating content tailored to these groups,driving more target

121、ed organic traffic.What Should Marketers Do?21 /Generative AI for Search Marketing6 6Bid Management and Budget AllocationThe amount of data,both first-and third party,which is available to marketers continues to grow exponentially.No human or even a basic algorithm can import and turn that data into

122、 action fast enough,which is where AI comes in.AI-powered bid management systems can dynamically adjust bids based on time of day,device,user demographics,and competition in real time.They can also bring in real-time dynamic factors such as current temperature,stock price,inventory availability,and

123、global news factors.AI can monitor real-time yields and adjust bids accordingly.Its not that we dont already have some of that capability inherent in current bidding systems.Its just the complexity of what we can now integrate gets so much larger,which will lead(hopefully)to even greater bid optimiz

124、ation and budget allocation.Current systems that utilize some level of AI to enhance the bid management process include Google Ads Smart Bidding,Acquisio,Koa(TheTradeDesk),and Skai.6 In its Q2 2024 quarterly earnings call,TheTradeDesk reported that incremental reach is up 70 percent for those advert

125、isers that used Koa.Additionally,cost per acquisition improved by 27 percent and data elements per impression went up by about 30 percent.Finally,performance metrics improved by 25 percent.Consider a client in the hospitality industry that owns and operates hotel brands across the country,primarily

126、in major tourist destinations.These areas can be highly competitive during peak seasons,with PPC costs often being three to four times higher than average.The clients properties vary in value and budget,with some catering to high-end customers and others targeting niche markets or budget-conscious t

127、ravelers.Through testing various bidding models,it becomes evident that a one-size-fits-all approach does not suffice.For instance,some properties perform well during peak seasons with a“maximize revenue”strategy without constraints,while others require a manual CPC model with options for the algori

128、thm to adjust bids if conversions seem likely.In other cases,a“maximize conversions”approach is more effective,especially for properties where the client values call inquiries as much as revenue.This case study underscores the importance of continually testing and adjusting bidding methods,as the mo

129、st effective strategy may change over time or vary between properties.While discussing travel,its important to highlight a significant yet often over-looked issue:the trust relationship between humans and AI.A June 2024 paper from The Journal of Hospitality Marketing and Management underscored the g

130、ravity of this concern,stating,“The findings of the study indicated that the inclusion of the Artificial Intelligence term in descriptions of products and services decreases purchase intention and that emotional trust mediates this relationship.”Trust becomes a major challenge when trying to sell pr

131、oducts or services.A simple A/B test will give you an answer.6This list is informative only.Inclusion in this list should not be taken as explicit or implied endorsement.What Should Marketers Do?22 /Generative AI for Search Marketing7 78 8Performance Analysis and ReportingVoice and Visual SearchOne

132、of the biggest benefits of Generative AI is its ability to work with layperson language.What was once the realm of data scientists and statisticians can now be done by the average employee if that employee is trained and skilled with the knowledge on how to prompt to get the right information.With t

133、his use case,in particular,humans must be involved to oversee the data.That is not to imply that data expertise is not a benefit.This is an area where there is a higher risk of hallucination,and so someone who is trained to recognize a hallucination is an important part of the workflow.SEM:On a surf

134、ace level,Generative AI can review,in real time,campaign and performance data and turn reports into beautiful data visualizations,while being able to analyze and pull out insights far faster than a traditional data analyst alone.AI models can identify underperforming keywords,suggest optimal bid adj

135、ustments,and predict future campaign performance leading to increased ROI.All of this can be automated.SEO:Generative AI tools can analyze website content and suggest optimizations to improve search engine rankings.These tools include keyword usage,readability,and content structure,providing specifi

136、c recommendations to enhance SEO performance.Generative AI can perform technical SEO audits,scanning websites to identify and prioritize technical issues and provide actionable insights that help businesses fix problems quickly.This allows marketers to fix their ranking on search engines.Marketers c

137、an run their content and SEO strategy through Generative AI to help predict the impact that implementation will make.SEM:Some SEM platforms allow for image extensions in ads.Using text-to-image generation,marketers can create custom images that complement the ad text and provide additional context,p

138、otentially improving ad engagement.As search trends and user behavior evolve,text-to-image generation can quickly produce new visuals that align with emerging trends,allowing SEM campaigns to remain relevant and timely.Text-to-image generation can be integrated with responsive ad formats,where the g

139、enerated images change based on user search behavior or preferences,optimizing for engagement and conversion rates.Upon the release of ChatGPT 4o,OpenAIs CEO,Sam Altman,was asked in an interview if he was surprised by anything.He replied that having a voice-based AI assistant was“like AI from the mo

140、vies,”calling it“the best computer interface hed ever used.”Amazon,Apple,and Google have already announced that the next versions of their digital assistants will integrate a much higher level of intelligence and AI.Generative AI can facilitate seamless integration between voice search and e-commerc

141、e,optimizing paid search campaigns for voice-activated shopping experiences,where users can make purchases directly through voice commands.SEO:Its estimated that nearly a quarter of all searches are image searches.With the vast number of text-to-image generators and complete lack of skill needed to

142、create near-professional imagery,consumers will likely be creating their own images versus searching for pre-existing ones.For example,its easier to type,“Create an ANA logo with a white background”than trying to sort through a hundred options.Generative AI can create and optimize conversational ads

143、 that engage users through natural language interactions.These ads can be served in voice search results or through chat-based interfaces,providing a more interactive and personalized experience.What Should Marketers Do?NOTE:At this time,there are several pending lawsuits around text-to-image,mainly

144、 centered around how an LLM has been trained and whether that training infringed on copyrights.This is an area where each member should consult with their legal department before proceeding.23 /Generative AI for Search Marketing9 9Compliance and Responsible AISEM:Generative AI,when given access to a

145、udit data sources,can automatically analyze ad copy,targeting criteria,and landing page content to ensure compliance with regional laws and regulations.This includes the GDPR in Europe,the CCPA in California,or industry-specific regulations like those in health care or finance.For example,if an ad i

146、nadvertently violates a data privacy law by improperly using user data for targeting,Generative AI can flag this and suggest or enforce changes.Generative AI can pre-screen ad content to ensure it doesnt contain prohibited or sensitive material.This includes screening for inappropriate language,fals

147、e claims,or content that may be deemed discriminatory or misleading.It can also ensure that ad disclosures(like“Sponsored”labels)are correctly implemented according to advertising guidelines.Generative AI can continuously monitor regulatory updates and adjust SEM campaigns in real time to remain com

148、pliant.For instance,if a new regulation affects how ads can be targeted in a specific region,Generative AI can automatically adapt the campaign parameters to ensure compliance.Generative AI can analyze the distribution of ads across different demographic groups to identify and mitigate biases that m

149、ight lead to discriminatory ad targeting.For example,if an ad campaign is disproportionately targeting or excluding certain age groups,genders,or ethnicities,Generative AI can adjust the targeting parameters to ensure a fairer distribution.Retargeting ads can sometimes feel invasive,especially when

150、they follow users across different platforms.Generative AI can help set ethical boundaries by limiting the frequency or duration of retargeting ads,and ensuring that ads respect user privacy preferences,such as those indicated by cookie consent.Generative AI can monitor that the data used for target

151、ing SEM campaigns is collected and processed ethically,in compliance with data protection laws.It can help advertisers avoid using data that was obtained without proper consent or that could be considered intrusive or exploitative.SEO:Generative AI can ensure that website content adheres to the guid

152、elines set by search engines like Google.This includes avoiding practices like keyword stuffing,cloaking,or creating low-quality content meant to manipulate search rankings.Generative AI can automatically flag or correct content that risks penalties from search engines.Generative AI can help ensure

153、that websites are accessible to all users,including those with disabilities.This involves optimizing SEO strategies to meet accessibility standards,such as providing alt text for images,ensuring website navigation is keyboard-friendly,and generating transcripts for video content.Compliance with thes

154、e standards is not only ethical but also increasingly important for search engine rankings.When optimizing content for different regions,Generative AI can ensure that the content complies with local laws and cultural norms.This includes adjusting language,imagery,and references to avoid content that

155、 could be seen as offensive or illegal in certain regions.For example,certain health-related claims might be legal in one country but restricted in another;Generative AI can adapt content to meet these requirements.Generative AI can guide ethical link-building strategies by avoiding practices like l

156、ink farms,paid links,or other manipulative tactics that violate search engine guidelines.It can instead focus on generating high-quality,organic backlinks from reputable sources,ensuring that SEO strategies are sustainable and ethically sound.Generative AI can help prevent the use of black-hat SEO t

157、echniques that aim to deceive search engines and users.This includes practices like hidden text,deceptive redirects,or the creation of doorway pages.By adhering to ethical SEO practices,Generative AI ensures that websites build authority and ranking through genuine value rather than manipulation.Gen

158、erative AI can ensure that content optimization strategies are transparent and user-focused.This includes providing clear and accurate meta descriptions,titles,and content that genuinely reflects the users search intent,thereby promoting trust between the user and the website.This ethical approach h

159、elps in building long-term credibility and avoiding penalties from search engines.What Should Marketers Do?24 /Generative AI for Search Marketing1010Unless you have an active account team managing your business at the big search players,getting through to customer support can be a nightmare,and read

160、ing through hundreds of FAQs or message boards can be arduous.For those search specialists who run into a technical roadblock,natural-language processing and conversational AI makes problem-solving far easier and more efficient.However,its still highly recommended to double-check and request the sou

161、rce for the answers that AI is providing.Marketers must ensure that the data fed into the AI is of high quality,and they should also monitor all results to“train”the tool to perform reliably and consistently.This is where human intervention is key:the marketer,not the AI,knows the business.Without t

162、he necessary checks and guardrails,AI has the potential to significantly damage a brand in several key areas,each of which requires careful consideration.Misinformation and inaccurate content brought back in AI search results can cause consumers to lose trust in the brand.AI systems integrated into

163、search that have been trained with bias in their systems can both explicitly and implicitly harm a brands image.A brands message can be skewed to a particular demographic over another,or an AI-driven search result can withhold a brand from recommendation entirely.Inconsistent brand voice and messagi

164、ng.In creating content to optimize search ranking,an AI may create conflicting or off-brand messaging to achieve its mission of higher ranking at the expense of brand representation and consistency.Problem-SolvingWhat Should Marketers Do?25 /Generative AI for Search MarketingThe Future of Generative

165、 AI in SearchGenerative AI is in its early stages,comparable to the initial phase of search engine development.This parallel suggests that the vast amount of validated internet knowledge will contribute to more efficient and effective search outcomes.As legislation evolves and market competition shi

166、fts,new AI search options are likely to be introduced.Generative AI enhances organic and paid search strategies through improved efficiency,personalization,and data-driven decision-making.In SEO,Gene-rative AI optimizes keyword research,content creation,and predictive analysis,helping marketers adap

167、t to trends and algorithm changes.For PPC,AI refines campaigns by adjusting bids,budgets,and ad copy while improving targeting and personalization.This is all very beneficial to the marketer for the short-term and current models.But looking forward,as new players such as Perplexity,Meta AI,Amazons R

168、ufus(and next iteration of Alexa),Apple Intelligence,and Open AIs Search GPT gain traction,we will likely enter a period of volatility as search moves from transaction to conversation and influence.Googles dominance in search may be threatened,as,for the first time in decades,Google will face real c

169、ompetition and a landscape unlike anything its had to deal with since it launched in 1998.Yet,Google still maintains a substantive scaled legacy advantage and is most definitely in the game with Gemini and the integration of Generative AI into Google Search via AI Overviews.AI,as it gains consumer t

170、rust,could logically become the entity that has the most influence on purchase behavior,outside of friends and family.The improvements being made in text-to-video and in the hyper-realism of digital avatars married with personal LLM“Agents”that have been trained on a consumers preferences upend a mo

171、del of simply driving click options to consumers based on two-to three-word descriptions.Marketers,especially those DTC who rely on performance and search marketing as core to their business,should be paying careful attention to the rate of change and speed of adoption of this new technology.26 /Gen

172、erative AI for Search Marketing1.Embrace AI-Assisted Keyword Research:Use AI to uncover long-tail keywords and user intent,then manually refine the results for relevance and brand alignment.2.Implement AI-Driven Content Creation with Human Oversight:Establish a robust review process where human edit

173、ors refine AI-generated content for brand voice,accuracy,and originality.3.Optimize Bidding Strategies with AI:Continuously monitor performance and be prepared to adjust or override AI recommendations based on business goals and seasonal factors.4.Enhance Personalization Through AI Insights:Develop

174、tailored content and ad campaigns for each segment,ensuring relevance and improved engagement.5.Invest in AI Education and Training:Foster a culture of continuous learning to stay ahead of AI advancements and their implications for marketing strategies.Current Best Practices6.Implement Robust Data Q

175、uality Measures:Regularly audit data sources and AI outputs to ensure high-quality inputs and results.7.Develop an AI Ethics Framework:Regularly review and update these guidelines to address emerging ethical concerns and regulatory changes.8.Balance Automation with Creative Human Input:Use AI for da

176、ta-heavy tasks and initial content creation,while reserving human resources for high-level strategy,creative direction,and final content refinement.9.Establish AI Performance Metrics:Regularly assess the impact of AI on overall marketing performance,adjusting strategies as needed.10.Stay Informed on

177、 AI Advancements and Regulations:Designate team members to monitor AI trends and regulatory changes.Conduct quarterly reviews of AI strategies to ensure alignment with the latest best practices and compliance requirements.By implementing these strategies,marketers can position themselves at the fore

178、front of AI-driven search marketing,leveraging its benefits while main-taining the human touch essential for brand authenticity and creative excellence.Regular review and adjustment of these strategies will be crucial as the AI landscape continues to evolve rapidly.27 /Generative AI for Search Marke

179、tingSummarySearch has been the cornerstone of digital advertising for nearly three decades,driving traffic,leads,and sales across businesses of all sizes.According to EMARKETER,search advertising is a$124.6 billion industry in 2024,accounting for 32 percent of total media ad spend.This is projected

180、to grow to$183.79 billion,or 35.1 percent of total ad spending,by 2028.Major search players,all of which are heavily invested in AI,are likely to manage AI integrations to minimize disruption to their business models.However,emerging players like OpenAIs SearchGPT and Perplexity.ai could rapidly cha

181、nge market dynamics,driving major changes to the entire search ecosystem in an accelerated time frame.Currently,marketers can leverage LLMs and various AI tools to enhance efficiency and effectiveness in both SEO and SEM.Given the continuing issues of hallucinations,human oversight remains a critica

182、l component currently and for the foreseeable future.The ANA will continue to track and update our members on the evolution and impact of AI on search.28 /Generative AI for Search MarketingGlossaryA/B Testing:A/B copy testing in the context of SEO and SEM involves comparing two versions of ad copy,l

183、anding pages,or website content to determine which performs better in driving traffic,conversions,or user engagement.By randomly showing users either“Version A”or“Version B,”marketers can assess which version leads to more favorable outcomes,such as higher click-through rates or conversion rates,and

184、 use the insights to optimize future campaigns.AI Agents:AI agents are autonomous systems that can perceive their environment,learn from experience,and take action to achieve specific goals.They are essentially software programs that can interact with the world and make decisions independently.Think

185、 of them as intelligent robots or digital assistants that can perform tasks on your behalf.AI Overviews:A feature that provides a concise summary of a topic,drawing from information across the web and Googles Knowledge Graph.When a user searches for a topic,Googles systems determine if an AI Overvie

186、w would be helpful based on the complexity of the topic and the users search history.Google gathers information from a variety of sources,including websites,books,and articles.Generative AI processes this information to create a comprehensive and informative summary.The AI Overview is presented to t

187、he user in a clear and concise format,often accompanied by links to relevant resources.Audience Segmentation:The process of dividing a broad audience into smaller groups based on specific characteristics such as behavior,demographics,or interests.Automated Bidding:A strategy that uses machine learni

188、ng to automatically adjust ad bids to achieve a specific goal,such as maximizing clicks or conversions.Bid Management:The automated process of adjusting the price advertisers are willing to pay for ad placements in real time.Black Hat SEO:Black Hat SEO refers to unethical techniques used to manipula

189、te search engine rankings.These methods violate search engine guidelines and often involve deceptive practices to improve a websites visibility.Some common examples of Black Hat SEO include:Keyword Stuffing:Overusing keywords in content to increase relevance.Hidden Text:Placing text on a page that i

190、s not visible to users but can be read by search engines.Cloaking:Presenting different content to search engines than what is shown to users.Link Farms:Creating networks of low-quality websites with links to improve a websites ranking.Spamming:Submitting excessive amounts of low-quality content to d

191、irectories and forums.Customer Data Platform(CDP):A system that collects and organizes customer data from various sources into a unified profile,used for marketing optimization.Dynamic Creative Optimization(DCO):A display ad technology that creates personalized ads based on data about the viewer in

192、real time.Generative AI:A type of AI that creates new content,such as text,images,or videos,based on patterns learned from existing data.H1 Headers:HTML tags used to define the most important heading on a web page.They signal to search engines the main topic of the page and help structure the conten

193、t for both search engines and users.Hallucinations(AI):When AI generates content that is factually incorrect or nonsensical due to its inability to distinguish between accurate and inaccurate information.29 /Generative AI for Search MarketingLLMs(Large Language Models):Advanced machine learning mode

194、ls,such as GPT-4,that are trained on large datasets to understand and generate human language.Long-Tail Keywords:Keywords or more specific key phrases(and usually longer)than commonly searched keywords.These often have lower search volume but can attract more relevant traffic.Lookalike Audiences:A g

195、roup of users who share similar characteristics with a companys existing customers,often used for targeting ads.Meta-tags:HTML tags that provide metadata about a web page,such as descriptions and keywords,to improve its visibility in search engines.Organic Search:Traffic from unpaid search engine re

196、sults based on relevance to a users query.QSR:Quick Service Restaurant,aka Fast Food.Real-Time Yield:The revenue generated from ads,calculated in real time,based on current market conditions such as user behavior,ad placement,and bidding prices.Retargeting Ads:Online advertisements targeted at users

197、 who have previously visited a website or shown interest in a product or service.Robots Exclusion Protocol(robots.txt):A standard used by websites to inform search engine bots which parts of a website should not be crawled or indexed.Schema Markup:Code used to help search engines understand the cont

198、ent on a website,which can enhance how search results are displayed.Search Engine Marketing(SEM):A form of digital marketing that involves promoting websites by increasing their visibility in search engine results pages,primarily through paid advertising.Search Engine Optimization(SEO):The process o

199、f improving the quality and quantity of website traffic by increasing the visibility of a website or a web page in a search engines unpaid results.Search Engine Results Page(SERP):The page displayed by a search engine in response to a users query,listing both organic and paid results.Spider:A progra

200、m used by search engines to crawl the internet and index web pages.It follows links from one page to another,discovering new content and updating the search engines database.Think of it as a digital explorer that helps search engines keep track of the vast amount of information available online.Tech

201、nical SEO:The process of optimizing a websites infrastructure to improve its ranking in search engine results,including improving page load speed,mobile friendliness,and security.GlossaryAbout the ANAThe mission of the ANA(Association of National Advertisers)is to drive growth for marketing professi

202、onals,brands and businesses,the industry,and humanity.The ANA serves the marketing needs of 20,000 brands by leveraging the 12-point ANA Growth Agenda,which has been endorsed by the Global CMO Growth Council.The ANAs membership consists of U.S.and international companies,including client-side market

203、ers,nonprofits,fundraisers,and marketing solutions providers(data science and technology companies,ad agencies,publishers,media companies,suppliers,and vendors).The ANA creates Marketing Growth Champions by serving,educating,and advocating for more than 50,000 industry members that collectively invest more than$400 billion in marketing and advertising annually.AcknowledgementsThe ANA thanks Kevin Ryan and his team at Motivity Marketing for their contributions to this Playbook.GENERATIVE AI FOR SEARCH MARKETINGANA.NET/AI