Intro
In a recent interview with Marketing Brew, Google's VP/GM of Advertising, Shashi Thakur, skirted around pressing questions regarding the effect of AI Search on publishers. When asked if users click on links in AI Overviews, Thakur replied vaguely, "We are seeing that happen." However, he offered no statistics or research to support this claim.
Why This Matters
Google is under scrutiny for the quality of its search results and the potential decline in organic traffic for brands and content creators. Critics argue that Google's responses, emphasizing user satisfaction with AI answers, seem overly polished and unconvincing. The lack of concrete data only heightens skepticism about these claims.
The Elusive Proof
Thakur's responses to concerns about reduced clicks for publishers were equally evasive. He claimed that AI Overviews include links and that these links lead to a diversity of clicks. However, he failed to address the core issue: publishers are primarily interested in traffic volume, not just diversity. Higher traffic translates to better monetization opportunities, something that Thakur's answers did not convincingly address.
Bing's Perspective
Interestingly, Microsoft's Bing offers a different narrative. Fabrice Canel from Bing has openly acknowledged that AI search may lead to fewer clicks but insists that these will be more "qualified clicks." This raises the question: Shouldn't Google also anticipate a similar trend?
Commercial Clicks and AI Search
Thakur also touched on the topic of commercial queries, even though it wasn't directly relevant to the questions posed. He emphasized that users engage with ads during commercial queries, suggesting that there's always a need to click through for actions like buying insurance or booking travel. This diversion from the main topic only added to the frustration.
The Takeaway
Google's handling of questions about AI Search's impact on publishers has left much to be desired. The tech giant's reluctance to share specific data and its tendency to provide broad, non-specific answers does little to build confidence. As the debate continues, publishers and advertisers are left wondering about the real implications of AI-driven search results on their traffic and revenue.
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