AI is changing how people interact with search engines. If you’ve noticed longer, more specific questions popping up in search results, you’re not imagining things. Recent studies show that queries of five or more words are growing 1.5 times faster than shorter queries. Consumers are no longer mostly typing in short, basic phrases but instead asking more complex, conversational questions. But this change isn’t only reshaping how people are searching but also how digital marketers approach both paid and organic search marketing.

Let’s discuss how AI is transforming both paid and organic search and, more importantly, how you can use these changes to your advantage.

Paid Search Intelligence: Smarter Ads, Smarter Spending

AI has already made a big splash in the world of paid search, but it’s about to make an even bigger one. We’ve all been using automated bidding strategies for a good five to 10 years now, but with AI getting smarter, these strategies are evolving. The biggest difference is that AI is making automated bidding strategies smarter in two ways. By analyzing user behavior and optimizing bids in real-time, AI can uncover patterns that aren’t immediately obvious, allowing for more precise targeting. PPC managers can also leverage AI to streamline their day-to-day tasks, like cross-analyzing keyword reports and search trends. This helps them quickly identify which terms are working and which aren’t, making campaign management more efficient.

Here’s the thing — AI can do a lot of the heavy lifting. But that doesn’t mean we can sit back and relax. Marketers still need to put their expertise to work by fine-tuning campaigns. AI is a great assistant, but the final call? That’s still yours. Here’s how we recommend using AI for paid search:

1. Search Terms: AI tools can analyze search terms to help identify common themes people are looking for. This information can then inform content and ad creation. This deeper understanding of search intent allows marketers to create more relevant and effective campaigns.
2. Generate Ad Copy Ideas: AI tools like ChatGPT can help generate ad copy and identify relevant keywords, but a marketer’s input is necessary to refine and humanize those outputs. This is where spending time becoming a pro “prompt engineer” will give you the best results. As we’re sure almost everyone has realized by now, the best AI outputs require great AI inputs (i.e., humans still need critical thinking when working with AI).

Whether it’s generating ad copy or conducting keyword research, AI tools like ChatGPT are helping marketers cut down on the grunt work, freeing up time to focus on strategy. And the results? More efficient campaigns, better targeting, and a higher ROI. AI makes it easier to optimize quickly, so you can get your ads in front of the right people at the right time — no more endless hours spent tweaking keywords or coming up with fresh ad copy.

Organic Search Intelligence: AI-Optimized SEO 

AI is also flipping the script on organic search. With longer, more detailed searches becoming the norm, optimizing for longer-tail keywords and conversational searches is more important than ever. Google’s AI overview feature is already changing how results show up — paid ads and organic results are getting pushed down the page as these AI-generated summaries take center stage. A new SEO tactic is optimizing your content to be featured in these overviews since these summaries often include links to sources. With well-structured and authoritative content, you can increase the chances of appearing in these AI-driven snippets and drive more visibility.

What does this mean for your SEO strategy? Simply put, the need for strong SEO has never been greater. AI overviews pull their information primarily from the top-ranked organic pages, with 99.5% featuring content from the top-10 ranked pages, so if you’re not optimizing your content, you’ll get left behind. 

The good news is that AI is here to help you get smarter about it. By understanding what your audience is really asking for, like long-tail queries, voice searches, featured snippets, and other rich results, you can create content that answers these questions directly, boosting your visibility in those AI-driven search results. 

Striking the Right Balance: Let AI Help, But Don’t Let It Take Over

AI can automate a lot of the tasks that used to consume hours of your day. But the magic happens when you use AI as a tool, not a crutch. Sure, AI can help with bidding strategies, keyword research, and even writing ad copy, but don’t forget that your human touch is still essential. Think of it like this: AI gives you the foundation, but it’s up to you to make sure it’s built right.

If you let it take over without oversight, you risk losing the authenticity and creativity that make your campaigns stand out. The trick is to find that sweet spot where AI handles the repetitive tasks, and you bring in your expertise to refine and personalize the output. Marketers need to keep a close eye to make sure the brand’s voice and messaging are not lost in the process and resonate with the target audience.

Ethical Concerns and Privacy Regulations: Navigating New Norms

As AI becomes more integrated into search marketing, some important ethical and privacy considerations must be kept in mind. We’ve all heard about the risks of over-automation: AI can generate content, but it can also create generic, impersonal ads if we’re not careful. That’s why it’s crucial to keep your brand voice consistent and keep your AI-driven ads still sounding like you.

On top of that, new technology always outpaces any new laws needed to regulate it. This means privacy regulations like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) add another layer of complexity. If you’re using AI tools to handle sensitive data, make sure you’re compliant with all the latest privacy rules. And if you’re directly connecting AI like ChatGPT to Google Ads, make sure you get explicit permission to do so. It’s not just about legality either. There’s a real need to be mindful of the data you’re feeding into large language models (LLMs). These systems retain and learn from the data they process, so before you input any information, make sure it’s something that can be safely shared, even if it’s not strictly “public.” Using AI responsibly means protecting user data, maintaining trust with your audience, and avoiding potential legal and ethical issues.

What Marketers Should Do Next

To stay ahead in this AI-driven landscape, it’s time for a mindset shift. Instead of focusing on serving ads to a narrowly defined audience, think broader: sell your service to whoever is interested, trust the system to learn the right signals, and optimize for real user intent. This is a big shift from the old way of doing things, but it’s essential for succeeding in today’s AI-powered search environment.

While the tools and strategies may be changing, our role as marketers remains the same. We’re still here to solve problems and connect people with products or services that meet their needs. What’s changed is how we do it. By embracing AI, we can solve problems faster, target more effectively, and deliver better results.

1. Embrace AI Tools: Don’t shy away from using AI for keyword research, bidding strategies, and ad copy creation. These tools can help you get started quickly and improve efficiency. However, it’s important to refine and personalize the results. AI should be a tool for inspiration and optimization, but it’s not a “copy-paste” solution. It still requires your expertise to align with your brand voice and audience. 
2. Focus on Long-Tail Keywords: As search becomes more conversational, optimizing for longer, more specific search queries is essential. Matching these queries to user intent helps your content address your audience’s specific needs and questions, making it more relevant and visible in AI-driven search results.
3. Find the Balance: AI is great for handling repetitive tasks, but again, don’t give up complete control over your messaging and strategy. Let AI handle the heavy lifting where it makes sense but keep that human touch. AI and human expertise work best together, with you editing the outputs.
4. Stay Ethical and Compliant: Be mindful of privacy regulations and use AI responsibly to maintain trust with your audience. Align your AI-driven strategies with your ethical guidelines.
5. Track, Optimize, and Adapt: AI is evolving quickly, so keep an eye on your analytics and adapt your strategy as needed. The more data you gather, the better you can fine-tune your campaigns.

Your Next Move: Partnering with AI for Smarter Marketing

AI is reshaping search marketing, and it’s up to us to embrace it — not as a replacement for human creativity but as a tool to make our efforts more efficient and effective. Think of it like partnering with a new coach for your search marketing playbook. With the right strategies in place, AI can help you refine your game, target more effectively, and win big. Ready to take your search marketing to the next level? Contact us at Oodle, and let’s explore how we can leverage AI together for better results, less manual work, and smarter campaigns.