Google, the American tech giant, is pioneering a new era in search engine marketing (SEM) with the launch of its latest product, Gemini. This innovative platform harnesses the power of artificial intelligence (AI), particularly large language models (LLMs) like ChatGPT, to redefine how businesses market themselves online.
With Gemini, Google aims to provide small businesses in Africa with a cutting-edge tool to enhance their online visibility and reach.
Google’s Gemini’s automated ad creation
Gemini represents a significant departure from traditional SEM practices. Rather than relying solely on keywords chosen by businesses, Gemini utilizes AI to analyze website content and generate relevant keywords, ad headlines, descriptions, and images.
This automated approach streamlines the ad creation process, empowering businesses of all sizes to leverage Google’s AI capabilities without the complexity typically associated with SEM.
Conversational experience and ease of use
One of the standout features of Gemini is its conversational experience, which simplifies ad creation for vendors. Instead of manually crafting advertisements, businesses can engage with the Gemini LLM in a conversational manner, allowing it to generate customized ads based on their requirements.
Shashi Thakur, VP for search ads at Google, emphasizes the platform’s ability to democratize SEM by enabling businesses to create successful search campaigns with remarkable ease.
Impact on search advertising landscape
While Google positions Gemini as a gamechanger in the SEM arena, its long-term impact remains to be seen. The rise of AI-powered chatbots like ChatGPT and alternative search avenues such as social media has led to a marginal decline in the number of internet users relying solely on search engines for information. Despite this shift, search engine advertising remains a lucrative market, with Google dominating the field globally.
Challenges and future outlook
However, challenges lie ahead as businesses adapt to evolving consumer preferences and technological advancements. As younger generations increasingly turn to platforms like TikTok for product searches, the landscape of online advertising continues to evolve.
Gartner, a leading technology research firm, projects a potential decline in search engine advertising by 2026 as users gravitate towards alternative search methods.
