Search is dying

Search is dying — or at least, that was our hypothesis going into episode 12 of our video series, The Hypothesis. In this episode, we discuss the evolving landscape of search and address the misconception that search is dying. Learn about search advertising strategies, the importance of local search optimization, search data for insights, keyword structures, comparing SKAGs vs keyword themes, and the role of automation in search campaigns. Watch the full video below or listen to the episode here to hear the full conversation. More of a skimmer? Keep reading for our top takeaways.

Top takeaways from this episode 
Is search dying?

• Search is not dying, but it's evolving and the way people are searching has changed. They're not necessarily relying on traditional search engines, but have expanded or branched out into other mediums like social media.
• Search has also transitioned from just traditional engines (Google, Yahoo, Bing) to voice assistants (Alexa, Siri) and Gen AI tools as well.
• Users are increasingly seeking quick, bite-sized content, with AI-driven summaries playing a larger role.
• Users are now more aware of the difference between organic and paid results, leading them to rely on platforms like Reddit and Quora for authentic reviews. Generational differences are big here too, Generation Z is starting to rely more on social networks like TikTok

When should marketers use search and how should they structure it? SKAGs vs keyword themes

• Local search optimization is still critical for brick-and-mortar stores.
• Search insights (like Google Trends) can help to understand consumer behavior and guide marketing strategies.
• Paid search can provide quick wins, especially for new businesses that can't wait for SEO traction.
• Structuring search ads based on user intent and business data is key.
• SKAGs (single keyword ad groups) provide control but can be expensive, while keyword themes offer broader reach with less precision.
• Broad match may blur keyword distinctions, but careful ad theming and cross-negatives help maintain relevancy.
• Copy personalization and testing are essential, but Google’s tools could be more advanced in this area.
• Quality score factors—click-through rate, ad relevance, and landing page experience—are crucial for improving campaign efficiency.

When to automate and when not to

Automated bidding isn’t ideal in the following scenarios:

• Campaigns with fewer than 30 conversions in the last 30-45 days.
• Budgets too small to support target CPA (e.g., a $25 budget for an $80 CPA goal).
• Highly seasonal or rapidly changing markets, such as travel or tech.
• Niche markets with low search volume.
• Campaigns where more control is needed (e.g., promoting a new product category).
• Launching brand-new products or services with no existing demand.

Elements that can and should be automated in search campaigns:

• Bidding strategies: Best for well-established, conversion-driven accounts.
• Reporting: Automating reports saves time and eliminates the need for manual data pulling.

Responsive search ads (RSAs): Automating headline and description testing, though the effectiveness of this is still debated.