Diving into the world of search engine marketing, I’m thrilled to sit down with Anastasia Braitsik, a global leader in SEO, content marketing, and data analytics. With her finger on the pulse of digital trends, Anastasia has helped countless businesses navigate the ever-changing landscape of online visibility. Today, we’re exploring the transformative impact of AI-driven search features, the balance between ad revenue and user experience, and what the future holds for digital advertising in this new era. Let’s unpack how these innovations are reshaping the way we search and interact online.
How do AI-driven search features, like overviews or summaries, change the way users interact with search results?
AI-driven search features are game-changers because they provide instant answers right on the results page, often summarizing information from multiple sources. This means users don’t always need to click through to websites for quick facts or basic queries. It’s a shift toward convenience, where the search engine acts more like a personal assistant. However, it also means that websites might see less traffic for straightforward informational searches, pushing content creators to focus on deeper, more engaging material that encourages clicks.
What’s your take on how these AI features impact ad revenue for search engines?
From what I’ve seen, the impact on ad revenue seems to be a mixed bag but largely stable. While some queries might result in fewer ad clicks because users get their answers directly, the overall volume of searches tends to increase. People search more when answers are faster and easier to access. This uptick in query volume often offsets the drop in clicks on certain ads, maintaining a balance for search engines. It’s a dynamic ecosystem that’s still evolving.
When it comes to commercial searches, like shopping for products, how do AI summaries influence user behavior?
For commercial searches, AI summaries can be helpful without replacing the need for action. For instance, if someone’s looking for shoes, the AI might provide a quick overview of styles or brands, but users still need to click through to make a purchase. It sets the context and narrows down options, often guiding users toward relevant ads or listings. In my experience, this can actually enhance the funnel by making the journey from search to conversion more efficient, especially for well-targeted products.
You’ve likely seen major shifts in search technology over the years. How does the move to AI-powered search compare to past transitions, like the shift to mobile?
The transition to AI-powered search reminds me a lot of the shift to mobile a decade or so ago. Back then, there was a lot of skepticism about whether ads could work effectively on smaller screens, and many doubted if search engines could adapt. But that shift ended up driving massive growth by making search more accessible. I see a similar pattern with AI—there’s initial concern about clicks and revenue, but the increased accessibility and user engagement are likely to create new opportunities for growth in the long run.
How does the placement of ads alongside AI summaries affect their performance?
Placement is critical. Ads can appear above or below AI summaries, and that positioning often depends on the type of query. When ads are above the summary, they tend to get more visibility and clicks, especially for commercial intent searches. Below the summary, the impact can vary—users might focus on the AI content first and skip the ads. It’s a delicate balance, and search engines are constantly testing layouts to optimize both user experience and ad performance. Marketers need to stay agile and adapt to these changes.
Can you share some insights on how informational searches, which often don’t have ads, are affected by AI features?
Informational searches—like looking up historical facts or DIY tips—often didn’t have ads in the first place because they’re not inherently commercial. AI features enhance these by delivering quick, concise answers, which users love. This doesn’t hurt ad revenue since there wasn’t much to lose, but it does increase user satisfaction and search frequency. Over time, this habit of searching more can indirectly benefit ad-supported queries as users become more reliant on the platform for all kinds of needs.
What’s your forecast for the future of AI in search and its impact on digital advertising?
I believe AI in search is only going to get smarter and more integrated into our daily lives. We’ll see even more personalized and predictive results, where the search engine anticipates needs before we even type a query. For digital advertising, this means a shift toward hyper-targeted, context-aware ads that blend seamlessly into the user experience. The challenge will be maintaining transparency and trust while leveraging AI to drive conversions. I think we’re on the cusp of a new era where AI doesn’t just answer questions—it shapes how we discover and interact with the world.
