In this week’s digital news, Google said it updated its unfair advantage policy to allow for this and says this is not considered double serving. Google’s ad tech monopoly has been ruled illegal by a federal judge. This ruling may affect publishers and advertisers.
Google’s Elizabeth Reid says AI Overviews drive ‘higher-quality clicks’ as many publishers watch organic traffic decline. New LinkedIn study finds posts with links boost engagement by 13%, contradicting common advice.
AI is rapidly changing search, with implications for media, agencies and brands. Firms are changing strategy from search engine optimisation to generative engine optimisation.
Table of Contents
Google Ads to show ads in the top ads position, also in the bottom ads position
Google now allows relevant Search ads from top-performing advertisers to also appear in bottom ad positions on the same search results page. This aims to improve ad relevance and user experience, particularly for those who scroll down. Google clarified this doesn’t violate its double serving policy, as the ads don’t compete in the same location. Tests showed a 10% boost in ad relevance and 14% increase in bottom ad conversions. Advertisers are advised to monitor performance by segmenting metrics and refining ad strategies to take advantage of the new opportunities at the bottom of the page.
Read more here.
Google found guilty of illegal ad tech monopoly in court ruling
A federal judge has ruled that Google maintained illegal monopolies in the digital advertising technology market. U.S. District Judge Leonie Brinkema ruled that Google illegally monopolized two key markets in digital advertising:
- The publisher ad server market
- The ad exchange market
The 115-page ruling (PDF link) states Google violated Section 2 of the Sherman Antitrust Act by “willfully acquiring and maintaining monopoly power.” It also found that Google unlawfully tied its publisher ad server (DFP) and ad exchange (AdX) together.
Read more here.
AI Overviews boost click quality
AI Overviews, Google’s AI-generated summaries that sit above organic search results, are already eroding traffic for many publishers and creators. However, publishers are getting “higher-quality clicks,” according to Elizabeth Reid, Head of Google Search, in a new interview.
Read more here.
LinkedIn study finds adding links boosts engagement by 13%
A new study of over 577,000 LinkedIn posts challenges common marketing advice. It finds that posts with links get 13.57% more interactions and 4.90% more views than posts without links. The LinkedIn study by Metricool analysed nearly 48,000 company pages over three years. The findings give marketers solid data to rethink their LinkedIn strategies.
Read more here.
From SEO to DEO, how agencies are using LLM-driven search
Chris Daniels explores how the rise of large language models (LLMs) is transforming traditional search engine optimisation (SEO) into Generative Engine Optimisation (GEO). As AI-driven platforms like ChatGPT and Gemini increasingly generate responses by synthesising information from multiple sources, PR and marketing agencies are adapting their strategies to ensure content remains visible and authoritative within these generative outputs.
Read more here.
AI, GEO, and the rise of the communications engineer
Aaron Kwittken, founder of PRophet, discusses the transformative impact of AI on public relations. He emphasises the shift from intuition-based practices to data-driven strategies, advocating for a “human-led and AI-fed” approach. Kwittken introduces the concept of the “communications engineer,” a PR professional adept in statistics, data visualisation, visual storytelling, and prompt engineering. He also highlights the emergence of Generative Engine Optimisation (GEO), where traditional press releases serve as authoritative sources for AI platforms like OpenAI and Gemini, underscoring the need for PR professionals to adapt to these technological advancements.
Read more here.
For more information on any of these stories, or for support with your digital marketing. Get in touch with our team of digital specialists. If you’re looking for an improved results with your PMax campaigns using PPC or for long term SEO strategies. Send us an email to team@modo25.com
