The Evolving AI-Search Landscape
Google is changing the face of search. With the integration of conversational AI, the familiar search results page is evolving from a list of links into a dynamic, interactive experience. For direct-to-consumer (DTC) brands, this is a potential shift in how consumers discover and shop for products.
The shift is underway, with broader ad placements expected to expand ahead of the crucial Q4 holiday season. Brands that understand and adapt to this new landscape now will be better positioned to connect with high-intent customers at the very start of their purchasing journey.
From Keywords to Conversations: Understanding the Shift
For years, the goal of search marketing was to target specific keywords. A user’s query was a simple, direct statement like “best waterproof mascara.” The search results would then serve up a page of links and ads, and the user would sift through them to find what they were looking for.
Google’s new AI search flips this dynamic. User queries are becoming longer and more conversational, often taking the form of a question or a detailed request.
Example: The Shift from Traditional to AI-Powered Search
- Traditional Search Query: “best waterproof mascara”
- AI Search Query (Conversational): “I need a new mascara that won’t smudge when I work out, but my skin is sensitive and I don’t want it to clump. What are my options and how can I find one that’s easy to remove?”
Instead of a long list of links, the AI provides a rich, summarized answer that addresses all parts of the user’s query. It might suggest a “Gym-Proof Mascara” for workouts and a different fragrance-free option for sensitive skin.
Crucially, text and shopping ads for these suggested brands can appear directly within this conversational response or in a designated sponsored section. This allows DTC brands to be seamlessly integrated into the search experience precisely when users are exploring possibilities, not just searching for a specific product.
A Closer Look: Our Team’s Take on AI Search
While the potential of Google’s new AI search is undeniable, it’s not without its challenges. After meeting with our Google reps, our internal specialists shared some key perspectives on what brands should expect.
Our Google specialist, Albert, advises caution and a hands-on approach:
“Google’s new AI tools can create more work at the start and will require a close eye. While these new features are still relatively untested, simply ‘hitting go’ on them can lead to a lot of junk traffic, which will lower efficiency and increase costs. It’ll require someone who can spend a lot of time initially to curate and control what kind of traffic comes in and what signals get inputted to inform the algorithm. In our experience, these tools aren’t always a good fit. For example, we saw an instance where an older version of an AI ad tool was deployed, and it consistently performed worse than the control campaign.”
Our content specialist, Lily, adds a perspective on the testing and content side:
“One thing that I’ve been thinking about with ads in AI mode is the need to treat everything as a test. Especially with content, we know that certain types perform better with different audiences, channels, and placements. It will be important to be dynamic and to treat AI mode ads as an evolving thing for some time. This point ties into the need for high-quality content and understanding the full value of a visit. I do think that click-through rates are going to be lower as people may be more hesitant to click away from what feels more like a conversation compared to traditional web Browse.”
This is precisely where Tadpull’s unique expertise becomes a distinct advantage. While others are waiting for the public rollout, we have access to this AI mode ad technology with a client already. Early results of Google’s AI Max ads for a Tadpull client in the custom home and lifestyle space resulted in over $7K in purchase conversions in just two weeks with less than $300 in ad spend. Prior to our partnership, they had spent over $4,500 in ad spend with 0 purchases.
We’re actively preparing sites and content to appear in query results and gain a head start. This early access allows us to gather crucial data and real-world experience on what works and what doesn’t. By the time this is widely available in Q4, we will have already navigated the initial hurdles and have a clearer understanding of how to drive efficient results, giving our clients a significant advantage over the competition.
Key Strategies for DTC Brands to Win in the New AI Search Era
To ensure your brand is discovered and recommended in this new environment, your marketing strategy must evolve. Here are the key steps to take now, keeping the expert perspectives in mind:
- Embrace AI-Powered Targeting Solutions
To appear in AI-powered search experiences, you need to leverage AI-powered targeting. Google is actively recommending solutions like Performance Max, Shopping campaigns, and the expanded use of Broad Match on your search campaigns.
- Performance Max: This is Google’s automated, keywordless solution. Brands already using Performance Max will find their ads are automatically eligible to appear in the new AI search experience.
- Broad Match: This tool helps uncover additional, long-tail queries that you might not have considered. This is essential for capturing the exploratory, conversational nature of new search queries, but as Albert noted, it must be carefully managed to avoid irrelevant traffic.
- Prioritize “Feed Hygiene” for Shopping Campaigns
For any DTC brand with products, the accuracy and quality of your product data feed are more critical than ever. Google stresses the importance of “feed hygiene.” Your product data—including titles, descriptions, images, and pricing—must be current and accurate. A well-maintained product feed is essential for your products to be accurately considered for placement in the AI search results. The more structured and enriched your catalog data is, the better Google’s AI can discover and recommend your brand.
- Focus on High-Quality, Multimodal Content
The AI taps into real-time information from across the web and Google’s Knowledge Graph. Your content needs to be unique, valuable, and designed for people, not just search engines. In a multimodal search environment, this means supporting your text with high-quality images and videos. This approach ensures your brand content is accessible and optimized for how users interact with AI search. As Lily mentioned, this content must be treated as an ongoing test, with an eye on what works for this specific new format.
- Understand the Full Value of Your Visits
The user journey in AI search is different. It’s less about a single click and more about how well a user’s intent is satisfied. Your analytics should move beyond just clicks and conversions to focus on the full value of a user’s visit. This new approach helps you understand the true value of your visits as consumers explore their biggest questions and brand options. This is especially important given the potential for lower click-through rates, as Lily pointed out.
The Road Ahead: An Opportunity for Growth
The shift to AI-powered search is an opportunity for DTC brands to build deeper connections with potential customers. By adapting your strategy now to a conversational, AI-driven model, your brand can be at the forefront of this emerging search experience. This is a chance to connect with consumers when they are signaling commercial intent, presenting your brand as a relevant and logical next step in their shopping journey. While it may require more initial effort and careful management, the payoff for being an early adopter could be significant.