TLDR Tech / Marketing
Google AI Brief may be the replacement keywords never had
Google AI Brief, announced at Google Marketing Live, replaces keyword lists with prompt-based briefs that let advertisers describe targeting intent and audience parameters in plain language. AI Mode has crossed 1B monthly users, average query length is now three times that of traditional searches, and exact match has lost nearly 10 percentage points of spend share since 2022. Short transactional keywords still have a role at the bottom of the funnel, but brands absent from the conversational layers above them will see that volume erode.
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