How paid placements will evolve alongside AI-powered search – Search Engine Land

Google’s ad business will celebrate its 23rd year this fall, but not before paid search undergoes massive changes. As traditional search evolves with the advent of AI-powered functionality, so will pay-per-click (PPC) advertising.

It’s unlikely Google will sit idly by and take massive revenue hits as paid placements decline. We don’t yet know what they will roll out to capitalize on AI-powered search – or when exactly users will see ads in this AI-powered experience.

We do know there will be fewer advertising opportunities, increased competition and higher costs. But AI will also help advertisers better target consumers – and it could help them optimize campaigns, too.

Here’s a closer look at how paid search will remain relevant, but advertisers must adjust their strategies to reach their targets in this new era.

The new search

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