Google is the most popular search engine in the world. Convenient and easy to use, it handles approximately 8.5 billion searches every day. However, for those who rely on Google for marketing, it can be a challenging partner. Constantly changing rules and algorithms make it difficult to keep up with what works and what doesn’t. So, what can we expect in the coming year?
Multimodal Searches Continue to Evolve
This year will undoubtedly see Google continue to develop AI in search engine technology. Many are citing this as a “seismic shift” in how people search online and believe it will shake things up more than the mobile revolution. At the forefront of this transformation is the shift from keyword-focused searches to what’s being referred to as a multimodal experience.
The specifics of how this will work are still unclear, but it promises to redefine how people search for products and services. Businesses will need to adapt their digital marketing strategies quickly to risk losing business. In many ways, this development could totally reshape the digital marketing economy.
All of this will be done with the upscaling of Gemini, Google’s AI. Google has announced plans to enhance its products, including Performance Max and Demand Gen, and integrate AI into all searches while prioritizing user privacy.
Changes to Advertising Classifications
Google recently released a significant statement that eases restrictions on advertising social casinos. Traditionally, casinos — including social and sweepstakes casinos — have fallen under Google’s “Sensitive interest category.” Google has changed this so that it does not apply when using Google App campaigns to target social gaming apps at users. It is quite plausible that other areas could see reclassification in this manner.
For context, sweepstake casinos are gaining popularity online, especially in regions where traditional cash casinos are prohibited. By providing coins that can be used to play games and exchanged for prizes, they fall under sweepstake law in the US and are not classified as gambling. Operators such as Chumba Casino have built a sterling reputation, providing all the games other casinos would and more.
It is expected these changes will take effect by March 2025. This marks a significant turnaround for Google, which previously had quite restrictive rules on gambling-related advertising, limiting it to licensed gambling companies, including social casinos.
The Shopping Tab Revamp
Recently, Google’s personalized shopping tab had a radical transformation, featuring dedicated deal pages and tailored ads for logged-in users.
AR enhancements like virtual try-ons have also been added. This has allowed any clothing brands with a feed and great images to opt into the program. If this works for shopping brands, you can definitely see more use of AR and even rollouts to other products in the near future.
Google moves fast, and this will be nothing new for successful marketers. However, this year could see changes happen at a rate unknown before. Hold onto your marketing hat, because we may be in for a bumpy ride.