In the latest case of Tell and Do’t Show, the VP / GM of Google advertising (Ads on Google Research / Properties) Shashi Thakur was interviewed by Brew Marketing to find out if users will click on the links in the of AI. His answer:
- “We see that happening.”
But when he was asked if he would share a statistic or research to support this assertion, he answered:
- “No statistics to share at the moment.”
Why we care. Google faces strong criticism of the quality of research results and brands and content creators who are afraid they get less organic research traffic. Meanwhile, Google is so carefully in the process of words of its responses in a friendly way for public relations – to focus on the amount of responses from users “AI” – that it seems forced, inauthentic or even false.
But this made enthusiasm is thinking. Where is the proof? Why does Google not share real data?
“Diversity of clicks and upper clicks”. Thakur was asked about the concerns of publishers than their websites will get less clicks in Google search results, which would also have an impact on Google’s advertising activity. Thakur, like alphabet and the CEO of Google Sundar Pichai, used a lot of words to say almost nothing:
- “We provide links in the IA response. The AI answer is not only a drop of text. There is text, and there are links integrated into this ad … The diversity of publishers in which users click are higher with the presence of links inside the AIA. »»
- “When you put these two, there is always a healthy amount of user interest, not only to consume the AI answer or the overall view of AI, as an end, but to click to better by Know more. These two things that I have said – the increase in the diversity of clicks and higher clicks for integrated links within AI responses … These tell you that users really show interest in Dig more deeply and click on publishers. »»
This non-response is everywhere. He was asked about the display ads on publishers’ sites, but brought him back to AI previews, which are not display announcements.
In addition, publishers do not care about the diversity of clicks. They want traffic – and most want to monetize this traffic. More visibility is what leads to a larger amount of traffic.
Meanwhile, Fabrice Canel from Microsoft Bing said that we should expect less volume, but more “qualified clicks“AI research. Shouldn’t we expect the same thing from Google? After all, Google’s AI’s answers are supposed to reduce the time and research necessary to accomplish tasks.
Commercial clicks. Thakur was also not asked about the clicks in the search for AI for the search for commercial requests, but spoke anyway. Twice:
- “Users like AI answers. They come back for more … When advertisements come and complete the answers with commercial actions, we see users engaging with these announcements. »»
- “In commercial requests, things that deserve commercial action, there is always a need to click on someone – whether it is an insurer, a merchant or a travel site. There is always a need to click to complete your action. Given this, there is always an opportunity for advertising to submit to it. »»
FAPELM.
The interview. What Google VP and GM of research should say about the results fueled by AI