Actually, Google is turning non-monetizable queries into monetizable ones by leveraging AI search.
In the past, there were many search queries where Google couldn’t place ads; now they can. That’s why advertisers feel more queries are matching.
However, I think this is the right direction for Google to gain more revenue and for advertisers to get better ROI, though it will take time for Google to iterate and boost the CTR/CVR of these AI search ads to catch up with the traditional search ads.
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一个长期每月在 Google Ads 上花 50 万美元以上的广告主,出来现身说法。
搜索广告收入还在增长,但背后可能不是搜索需求有多强,而是 Google 在扩大关键词匹配、提高点击成本、强行消耗预算,用更差的流量从广告主身上多收钱。
这类增长短期能撑财报,长期却是在透支广告主信任。再叠加 AI 带来的搜索分流和巨额资本开支,我未来对 $GOOG 会保持谨慎,暂时不太想碰。
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