Google Testing New Ad Format in Search Generative Experience

Google’s main innovation was the manner in which it enticed users into staying on its own webpages rather than clicking away to other sites. A major aspect of its push to keep users right where they are is the Search Generative Experience, which utilizes Artificial Intelligence to generate answers to user queries that is shown next to the sponsored “You May Also Like” section.

With all of that having been said and now out of the way, it is important to note that Google is now experimenting with new ad formats in the SGE, as spotted by Glenn Gabe, which will make it more useful than might have been the case otherwise. However, such a development is concerning because of the fact that this is the sort of thing that could potentially end up decreasing click through rates by as much as 30%. This would apply to both organic as well as sponsored content, and it has the potential to completely and utterly transform the shape and face of SEO as we know it.

Screenshot: Glenn Gabe / X

The sponsored content in the SGE may end up supplanting content that sites are trying to push with all things having been considered and taken into account. Professionals focusing on paid content would do well to factor this into equation due to how it might make their jobs a great deal harder than might have been the case otherwise.

One thing that bears mentioning is that Google is still in the testing phase. Whether or not it will give these new ads in the SGE a wider rollout remains to be seen, but several SEO consultants took to X, formerly known as Twitter, to highlight this development.

Brands might be able to surpass AI generated content in the SGE, and in doing so they will be able to mitigate some of the harm that it can do. Users will need to click on follow up questions provided by Google in order to see the new “You May Also Like” section, so making web pages more relevant to these queries would give websites the ability to keep the traffic flowing in.

This is just the latest in a series of experiments Google has conducted which threaten to derail the delicate balance of the internet ecosystem. The long term impacts of this update, if it does end up getting released, will be pertinent for all.

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