Brands, how are you adapting your Google Ads strategy for the future of AI Mode / AI Overviews? I have an idea for you💡

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First, context matters. The first image attached comes from a great article this week by Jason Tabeling & Search Engine Land. The article highlights that conversions by keyword length have been changing since January. Jason showed that longer searches "make up 40% of conversions, up from 20% in January."

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User behavior is changing. Users are searching more queries within AI Mode and as evidenced by the article, converting on them more often. Sundar confirmed this as well in recent interviews on Google AI Mode and AI Overviews.

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The second image is from 𓃋 Tyler Gargula who built a really insightful tool that "generates query variations (fan-out) based on user search patterns".

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So here is the idea:

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Step 1️⃣: Take a head term like "best pants for me" and plug into a Query Fan Out AI Coverage tool like the one Tyler built or Gumshoe AI.

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Take those question fan outs and build an upper funnel Search campaign where you target the top 10-15 question streams. i.e. "Slim fit vs straight fit men's jeans comparison"

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Step 2️⃣: Source the best landing page to drive these fanout queries - i.e. internal blog posts and articles, then match keyword + landing page with the question streams. I don't think PDPs make ton of sense here but could work depending on the questions.

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Considering this is more of a upper funnel Search tactic, you could optimize and monitor events like:

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▪️ engaged sessions

▪️ email sign-ups

▪️ add to carts

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𝗜𝗻 𝘀𝘂𝗺𝗺𝗮𝗿𝘆:

We know users are searching longer queries. When using LLMs, we also know that users search more searches by asking follow-up questions. They might start with a head term search but they might end up asking recommended follow-ups. We can pretty readily figure out based on 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻 𝘀𝘁𝗿𝗲𝗮𝗺 𝗿𝗲𝘀𝗲𝗮𝗿𝗰𝗵 where we want to show up and match that with our own content.

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So why not lean into this changing search behavior by directly targeting the question streams you have already built content for?

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p.s. not battle tested but SEO is having all the fun right now so I wanted to throw out some paid search ideas 🙂

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