Search campaigns are evolving at full speed, and digital marketing giants are not lagging behind. Tiktok Ads and Google Ads are setting the pace with bold bets: artificial intelligence at the service of performance, new video formats and strategies designed for today's user.
Do you run an ecommerce business, lead a marketing team or are you a results-driven manager? This article is for you. We'll break down what the big players are doing on their platforms, what we can learn from them and how to apply it to our PPC campaign strategies.
Google Ads and its AI at the forefront: AI Max is born
Google Ads presented AI Max Campaignsa new type of campaign that takes the concept of automation to another level. While we already knew Performance Max, this new evolution goes even further. What's new?
- Zero input campaignsGoogle: a campaign can be launched by simply entering the URL of the website. Google takes care of the rest: texts, images, targeting, audiences, everything.
- Creative automation with generative AIGemini's artificial intelligence is used to assemble the ads on its own. Ideal for those looking to scale without friction.
- Full-funnel approachAI Max mixes elements of search, display and video campaigns, all with the same goal: conversions.
Does this mean that humans are no longer needed?
Not at all. Rather, the role of the marketer is evolving:
- We become input strategists.
- Make sure that the assets and the site are optimized for the AI to work well.
- Creativity does not disappear, it simply changes places.
TikTok Search Ads: the video becomes searchable
TikTok is not far behind. It has already launched in Mexico the Search AdsThe new system is a game-changer on a number of fronts: ads in the search results within the platform. This changes the rules of the game on several fronts:
- TikTok searches grow at a dizzying paceUsers no longer just watch videos, they actively search for them.
- Match between intention and contentAds appear according to search terms, like on Google, but with the power of the video format.
- Impact on the conversion funnelMany users discover products through TikTok, now they can also find them right when they are looking for them.
What does this mean for ecommerce?
- If you sell products with a strong visual or emotional component, search ads on TikTok are a gold mine.
- You can capture purchase intent with formats that are much more attractive than traditional text.
- Ideal for categories like fashion, beauty, gadgets, food, etc.
What do these bets have in common?
Although they are very different platforms, TikTok Ads and Google Ads are converging on one key thing.:
- Take advantage of artificial intelligence to improve performance.
- Prioritize the user's intentioneither with text or video.
- Give more power to algorithms, but without losing sight of human strategy.
How to leverage this in your performance strategy
If you are in the world of search campaigns, here are some tips on how to apply these trends:
Give AI good inputs.
Make sure your website, creative and messaging are ready to be read by an AI. What you feed it is what it will optimize.
2. Integrate video into your funnel
Search + shopping is no longer enough. TikTok is moving into search territory, and its star format is video. Use it strategically.
3. Measure everything and measure well
Without good measurement, AI cannot optimize. Make sure you have your events well configured and use cross-channel measurement tools.
4. Do not neglect the intention
Search engines change, but the basis is the same: understand what the user is looking for and give him the best possible answer, either with a headline or a TikTok.
Conclusion
The search campaigns are undergoing a profound transformation. With Google betting on generative AI and TikTok bringing video to search, the landscape demands an agile and strategic mindset.
Tiktok Ads and Google Ads are taking giant steps to adapt to today's user and maximize performance. If you're in digital marketing, it's not enough to just watch them happen: you have to implement, test and optimize.
Want to take your PPC strategy to the next level?
At Geotelecom we are up to date with every new development and ready to help you scale your results with smart and creative campaigns.
👉 Contact us and let's take your performance to the next level.
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