Google Bard emphasizes the importance of understanding and satisfying user intent, creating a larger need for compelling and informative content that resonates with user needs and provides valuable insights. Knowing that advertisers must adapt strategies towards conversational search queries, Direct Agents is working hard to implement the following strategies across client accounts to ensure relevancy and growth. Let’s dive into it!

Keyword Strategy

With Bard’s focus on conversational queries, advertisers must re-evaluate keyword strategies and experiment with long-tail keywords. While traditional SEM prioritizes short and concise keywords for competitive advantages, long-tail keywords that mimic the natural language and conversational phrases are expected to see a significant surge in volume. This will become more important in capturing relevant search traffic for brands.

Ad Copy and Messaging

The move towards conversational search queries will generate a shift in the copywriting approach for ads and brand messaging. Highlighting offers or value propositions may no longer be sufficient to satisfy the algorithm and capture user attention. Instead, we must tailor ad messaging to incorporate the tone and intent of the search queries made by the target audience which will enhance the relevance and engagement moving forward.

Landing Page Optimization

Bard AI’s new focus will be to reference the entire web and generate content to answer questions with snippet placements compared to the current SERP feature. This signifies the importance of high-quality and digestible content on each site in order to effectively drive traffic and conversions. With Landing Page optimizations, advertisers can target vast snippet placements and appear prominently on Bard AI’s generated answers.

Visual & Creative

Google’s strategy for Bard AI includes re-visioning the user experience through image-based interactions. This involves integrating Google Lens directly into Bard, enabling users to upload photos and issue commands or search queries for the outcomes. Bard’s image analysis capabilities create a new opportunity for brands to craft their creative visuals that not only align with the AI’s algorithm but also tell compelling stories to strike brand recognition, shape perception, and drive engagement.

Overall, Google Bard’s impact on search advertising highlights the need for advertisers to adjust their approaches to match the conversational and contextual nature of search queries. By optimizing content, understanding user intent, and adapting to evolving search trends, advertisers can maximize their visibility and relevance in search results. 

Direct Agents can help to navigate your brand’s needs during these changes. We are well-positioned to shift budgets to take an omnichannel approach to your marketing investment. Contact us at [email protected].

Lauren Drogy, Senior Paid Search Analyst, Direct Agents

Warren Chayalak, Paid Search Analyst, Director Agents