SE Ranking’s Insight into How Google SGE is Impacting Ads

March 8, 2024 Posted by Sean Walsh Round-Up 0 thoughts on “SE Ranking’s Insight into How Google SGE is Impacting Ads”
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Sean Walsh
Director at Intelligency

Sean is a Director at Intelligency heading up our digital marketing and client services operations. Sean has 15+ years experiencing working both in-house and agency with brands including Lloyds, Alstom, Hitachi, Lufthansa, Viaplay, DFDS Seaways and Mercedes-Benz.

In the ever-evolving landscape of digital marketing, Google’s Search Generative Experience (SGE) is redefining the rules of engagement for ads in search results. This insightful article delves into a comprehensive study by SE Ranking, with whom we partner for our rank tracking for clients, examining the impact of SGE on ad placements across a broad spectrum of keywords and niches. It highlights the strategic positioning of ads and shopping carousels in relation to AI-generated snippets, offering critical insights for marketers looking to navigate this new terrain. Discover how these changes could influence your advertising approach and strategy in the detailed analysis provided.

What is SGE?

SGE, or Search Generative Experience, refers to Google’s integration of AI-driven content directly into search results, aiming to enhance user experience by providing more relevant, comprehensive answers to queries. It marks a shift toward more interactive and dynamically generated content, affecting how users find information and how marketers optimize for visibility and engagement within search results.

Initial Findings

SE Ranking found that ads were displayed at the top in 23.19% of instances and at the bottom in 35.21% of cases. Shopping ads, presented as carousels, appeared 14.41% of the time. Shopping ads were predominantly displayed above the SGE snippet, accounting for 80.72% of placements. In contrast, they appeared below the SGE snippet in 13.65% of cases. The least common placement was in the sidebar, occurring just 5.63% of the time.

The Impact on Ad Placement

Google’s evolving search landscape, marked by the integration of the Search Generative Experience (SGE), prompts a strategic shift in ad placements. Here are key points on this trend:

  • Ads predominantly settle at the bottom of search results, hinting at Google’s content prioritization strategy.
  • Shopping ads secure positions above SGE snippets, emphasizing visual shopping aids.
  • An extensive analysis of 100,000 keywords across various sectors reveals insights on ad placement and AI responses.
  • Marketers are encouraged to adapt strategies in response to these evolving dynamics.

Google Shopping Ads & SGE

Google’s Search Generative Experience (SGE) reshapes the landscape for shopping ads by prioritizing them in search results. Here’s how it impacts their visibility and performance:

  • Enhanced Visibility: Shopping ads are placed prominently above SGE snippets, ensuring they capture attention first.
  • Targeted Reach: This positioning is strategic for queries with purchase intent, directly connecting products with potential buyers.
  • Increased Engagement: Being at the forefront, shopping ads likely see higher click-through rates, driving traffic and sales.

Why is it Important?

The development of Google’s Search Generative Experience (SGE) is pivotal for SEO marketers as it introduces a new layer of AI-driven content directly in search results, potentially changing user interaction patterns. This necessitates adjustments in SEO strategies to optimize content not just for traditional search algorithms but also for engagement in this new AI-enhanced context. Marketers need to understand how SGE influences visibility and click-through rates to ensure their content remains relevant and effectively reaches their target audience.

What Should We Do About It?

Currently, the future of SGE isn’t certain, but Google’s main guidance of creating engaging, helpful, and authentic content remains as valuable as it was before. Keeping a close eye on SGE and future developments is crucial for understanding its true impact and how it may affect your ongoing SEO strategy. SEO is a constantly shifting landscape that requires regular experimentation, analysis, and education – what may deliver performance this year might not be the next. Keep an eye on our email newsletter and Round-Up blogs for future developments on the impact of SGE.

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