Google Chrome has rolled out its August update, and the effects impact how consumers search. This includes 3 new AI features including Google Lens for desktop Chrome, Tab Compare for products, and search with Gemini.
Over the past few months we’ve talked about how the Search Generative Experience will impact the SERP and new Google Ads AI features or how to leverage AI in paid search, but now with this latest update Google is bringing AI features right to users’ desktops. Here’s what’s going on, what we think the impact will be and how to prepare.
Google Lens on desktop Chrome
What it is: Google Lens lets you search visually. Previously this was only available on mobile devices, but bringing it to desktop means you’ll be able to select and search for anything that you see on the web, and even refine the search to get you the best results without ever leaving the tab they are on.
Why we care/what to do: As users read articles, search or browse the web, they can snip and discover more information on vehicles or products, compare pricing more easily, and even be led to where to shop. Depending on the question, you might also receive an AI overview response which impacts both paid and organic search:
Paid search: Without keyword based searches, you’ll need to be ready to capture queries through broad match and audience based campaigns with a visual component like Performance Max, Performance Max with Vehicle Listings and Demand Gen.
Have an optimized vehicle or product feed to make sure your vehicles and products are discovered and can be correlated to image searches.
We expect that conversion rates would improve for the searches your products/vehicles are shown for, especially when someone refines a search with Gemini to look for a new color or where to buy.
Be aware of product and vehicle pricing compared to competitors
We may see a decline in impressions and clicks depending on how often the AI overview is presented, and if they are getting the information they need from those results. However, we anticipate that engagement on site from a landed visitor will be greater.
Search with Gemini
What it is: Chrome’s latest feature is to be able to chat with Gemini right from your browser. By typing @gemini you can ask any question and you’ll be presented with an AI response.
Why we care/What to do:
Paid search: This has the potential to impact spend, clicks and impressions as users adopt this and skip the search results page altogether.
This has not be monetized yet so we would anticipate as this gets adopted for search volume to decrease until they add ad placements
With longer, more specific searches, we’ll need to incorporate new match types to capture these queries when this does roll out
As research based questions are redirected or skipped altogether, we will need to find more visual ways to grab consumers by diversifying spend to different ad types or even social channels for discovery.
Tab Compare
What it is: While this hasn’t launched yet, Tab Compare allows users to review products across multiple tabs all in one place. Chrome will offer to generate a comparison table by showing a suggestion next to your tabs. By bringing all the essential details — product specs, features, price, ratings — into one tab to make an informed decision.
Why we care/What to do: Pricing is going to be even more important than ever as potential customers will have an easier time comparing on the fly.
Paid search: Ensure all feed attributes are filled out correctly and completely and ensure competitive pricing!
What Does this mean?
There are a lot of changes going on this year for Search. As your agency, we will help keep you updated and make sure you’re ahead of the curve by conducting early testing, ensuring your feeds are in good working order, and helping you diversify spend to get you the best results.
About Green Line Automotive:
Green Line Automotive is a digital advertising agency created for automotive dealerships. Our mission is to deliver tier-one automotive advertising expertise, technology, and service to the tier-three dealers. We give you an advantage over your competition by giving every dealership the best in technology coupled with a fully customizable approach.
See our services such as Automotive Paid Search & SEO for car dealerships or contact us at info@greenline.nyc or 833-GLD-CARS.