Social media platforms are becoming popular search destinations, with TikTok emerging as a major hub for product reviews and other search queries
Feb 4, 2025
The way people search for things online is changing, shifting from keyword-based searches to more conversational queries, thanks in large part to generative AI. And with Google’s dominance being challenged in court (including in the ad tech trial), competitors may soon be circling, hoping to grab some of the spoils from the fallout.
Key takeaways
- AI and social platforms on the rise: Platforms like TikTok and Perplexity AI are emerging as new players in search advertising, but traditional search still dominates;
- Shift in search behavior: Conversational, intent-driven search is replacing traditional keyword-based queries due to generative AI;
- Budget diversification: Marketers are allocating experimental budgets to test new search tools, but remain cautious about ROI;
- Evolving pricing models: AI-powered search platforms are focusing on CPM-based models for brand awareness, moving away from traditional CPC-based models;
- Google’s resilient control: Despite competition and legal scrutiny, Google continues to dominate with significant ad revenues;
- Strategic preparation: Marketers are focusing on intent-based search strategies, organic channels, and experimentation to stay ahead of the changes.
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