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Webinar: The Future of Search and AI/ML

Webinar: The Future of Search and AI/ML

by Tug Agency | 13.09.2023

We recently hosted our webinar, The Future of Search, to explore how Artificial Intelligence (AI) and Machine Learning (ML) truly impact search. 

There’s no doubt AI has been thrown into the marketing spotlight recently, and rightly so. AI could be considered the next significant shift in search. 

The new role AI and ML play in search 

Kelsey Bowers, Google Strategic Agency Manager, kickstarts the discussion by offering the audience a look into how Google drives AI developments in search. 

With campaign types like Performance Max and AI-powered tools like Google Analytics 4 or Product Studio, Google supercharges search to unlock new questions and better organise data. All of this aims to optimise the process of search for marketers and users, driving better campaign results. 

Ian Kahn, Tug Agency’s Paid Media Director, brings these AI-driven tools into greater perspective by diving into practical machine learning friendliness for pay-per-click (PPC) accounts. He highlights the key differences between machine learning and deep learning (deep learning allows AI systems to “teach themselves” how to achieve an outcome best), then pinpoints six KPIs a brand should focus on when applying a modern search account structure. 

In a nutshell, the benefits of working towards these specific KPIs could render results like; maximised smart bidding, improved scalability and sustainable growth, better insights through statistically significant data, greater access to real-time user behaviour signals, and more. 

What does this mean for users and marketers?  

“AI’s integration into the fabric of search goes further than many of us realise.” 

Monet Blake, Tug Senior SEO Account Director, shifts the audience’s attention to focus on organic search and explains that by adopting AI into SEO strategies, marketers can better understand user intent and sentiment analysis to create more tailored search outcomes. However, to achieve this, AI systems need to receive data that is rich and valuable. As Ian later highlights, “The more data feeding into the [AI] algorithms, the quicker its growth.”

Instead of replacing traditional search results, AI-driven organic search will work harmoniously beside them. For users, this new way of search offers more detailed results and engaged responses. For marketers, it presents greater content opportunities and the chance to re-develop strategies for future success. 

Tug’s approach to benefit clients

Regarding our clients and how they benefit, we’re developing the necessary tools to leverage innovative AI-powered search. 

Our refreshed strategic approach aspires to better understand intent and sentiment analysis, which form the foundation of efficient search. Now, we’re including natural language processing (NLP) to identify competitor intent coverage and keyword intent. 

“We’re moving beyond a simplistic model and are starting to use tools that allow us to dig deeper,” says Monet. This approach helps us to create tailor-made strategies for clients, ensuring they stay relevant and competitive in their respective industries. 

You can watch the entire webinar here.