Google remains one of the most powerful marketing tools that brands can leverage. But marketing via Google channels - including organic search, paid ads, YouTube, Google Images and Google Shopping - isn’t always straightforward. 

In a recent Growth Roundtable, I had the opportunity to chat with Ben Lund, Founder and CEO of Rise Marketing Group, about how to make Google work for you in 2024. We also dove into the updates shared in last week’s Google Marketing Live event.

Throughout the conversation, we focused on how both small and larger brands can achieve success with Google.

As we’ve seen time and time again with update rollouts, if you’re not an early adopter of new tools and tactics, your brand could be left in the dust—months, quarters, or even years behind your competitors.

Let’s get started.

A Quick Intro to SEO & PPC 

If you’re not familiar with search marketing, the terms “SEO” and “PPC” may need a little more explanation. 

SEO, or Search Engine Optimization, is the process of making it more likely that Google will rank your website content highly on search engine results pages (SERPs). Higher-ranking pages get more clicks. The goal is to drive organic traffic. 

SEO is especially beneficial for building authority and trust. This is crucial in an era where consumers increasingly rely on organic search results for trustworthy information.

“By creating content to rank on Google, you become an authoritative source in your field, which boosts site stickiness and conversion rates.” - Ben Lund 

PPC, or Pay Per Click, refers to a type of advertising. The paid or promoted results on the SERP are Google Ads, and they’re referred to as PPC ads. This is admittedly a little bit of a misnomer, as the technology has shifted and now you can choose to pay per conversion, or even pay for impressions.

Ben explained the difference: “SEO is a longer-term play that earns Google’s trust to rank you for targeted keywords, while PPC is a transactional model where you pay for each click to drive immediate traffic.” Both strategies are important, serving different purposes depending on your brand’s immediate and long-term goals.

One Big Takeaway: You’re a Creator Now, Too

Today, the line between brands and creators is blurring before our eyes. The recent Google Marketing Live event introduced important changes in SEO and ads, highlighting a notable shift: for brands to thrive, they need to start thinking of themselves as creators - for both organic and paid content.

So, let’s dive into why this mindset shift is crucial and how you can use Google’s new tools to your advantage.

Google’s New AI-Powered Search

Google’s AI-powered search results aren’t fantastic - yet. Google is investing tons of capital into improving their AI search functionality, and you can trust that it will get there. The warnings that ChatGPT will eventually overtake Google’s organic search are probably false alarms. And encouraging enough behavior change to get people away from either ChatGPT or Google to Bing seems implausible, too.

So, if Google’s organic search dominance is here to stay (with a few wobbles, as we’re seeing right now), what does it mean for you?

Google’s recent advancements in AI and search algorithms reinforces the importance of high-quality content. Again, this is where thinking of yourself as a creator can help.

During May’s Growth Roundtable, we talked about the shift towards long-tail search queries. Ben highlighted that “most search growth is from long-tail queries,” which are more specific and detailed searches. Instead of searching for “running shoes,” users now search for “men’s 10.5 running shoes for high arches.”

“Google is smart and getting smarter. And the way that it's getting smarter is trying to replicate how humans engage with content and what we're looking for.” - Kinsey Wolf

This change means that brands have to produce more detailed content to match these specific search queries. Google’s new AI features, including AI-generated search results, provide users with hyper-comprehensive answers to their detailed questions. Brands that create in-depth, relevant content are more likely to be featured in results, gaining visibility and credibility. There’s a good chance that smaller brands, which wouldn’t otherwise be competitive, have a shot at organic visibility if they create great quality content.

As AI learns and improves, Google will be able to offer search results with more accuracy and precision, despite what your SEO tools are currently telling you. 

“If you know that your consumers are asking specific questions related to how they buy your product, then just answer that. Even if you see no search volume. Just trust your knowledge and trust that as Google gets smarter, you'll win.” - Kinsey Wolf

You may also like: Guiding Principles in AI and Content Marketing in 2024

The Rise of Visual Search and Performance Max

Another significant trend highlighted at the Google Marketing Live event is the increased use of photos and videos in search and advertising. This shift means that brands need to incorporate more visual content into their SEO and PPC strategies. Again, skills used by creators can be helpful here. 

Google now allows images in sponsored text ads, making ads more engaging and likely to attract clicks. Bonus: you don’t even need design expertise to leverage this tool. Their AI content creation tools will make it easier than ever for you to create quality, on-brand ad creative, including written content, images, and videos.

Performance Max campaigns, which allow ads to appear across all of Google’s properties (search, display, Gmail, YouTube, and more), are another game-changer. 

Performance Max campaigns allow ads to appear across all of Google’s properties, optimizing for conversions across various channels. This comprehensive reach and higher efficiency make it a powerful tool for achieving specific marketing goals, ensuring brands can connect with their audience on multiple platforms.

These campaigns optimize for conversions across various channels, providing comprehensive reach and higher efficiency. As Ben Lund points out, “Performance Max is focused on conversion optimization, making it a powerful tool for achieving specific marketing goals.”

The Imperative to Think Like Creators

The integration of AI and the emphasis on long-tail and visual searches mean that brands can’t afford to view themselves as just sellers of products or services. It’s time to start thinking like a creator, producing valuable, engaging content. This involves not only written content but also leveraging images, videos, and other multimedia.

“Almost all brands need to start thinking of themselves like creators. Content discovery with AI makes the search experience different, and brands need to adapt to stay relevant.” - Kinsey Wolf

This creator mindset is not just about keeping up with trends; it’s about establishing a deeper connection with your audience and building long-term trust and authority.

You may also like: Growth Enablement: An Efficient Marketing + Sales Approach for Tech Startups

Navigate the Latest Google SEO and PPC Updates Like a Pro

So, if you’re looking to grow your online visibility, I encourage you to stay up to date with the evolving landscape of SEO and PPC, driven by Google’s latest changes.

These updates present both challenges and opportunities for brands. By adopting a creator mindset and leveraging Google’s new tools and strategies, you can enhance your visibility, build trust, and drive growth. If you’re unsure how to get started, Ben and I are here for support! Book a free exploratory call today.