Open AI quietly comes for Google with its very demure, very mindful SearchGPT
📰 NoGood News | Vol. 75
Hi NoGoodies,
Before we jump into another round of the NoGood News, here's a quick TL;DR of what's below:
Open AI quietly comes for Google with its latest model, SearchGPT
Ad hijacking can completely derail your revenue and website traffic
Here’s how to protect your brand and your ads from malicious users
Cereal brand Surreal only wants marketers to buy their products
Ready? Let's get into it.
🤖 Open AI quietly comes for Google with it’s latest model SearchGPT
Discover SearchGPT features and strategies to stay on top
ChatGPT has 3 billion, with a ‘B,’ monthly visitors, with over 450 million active users. Where would these searches have gone before? Google.
Now, OpenAI is coming for Google with the release of SearchGPT, their latest model that combines the power of traditional search with vast and ever-developing capabilities of generative AI.
With Google recently rolling back search summaries and showcasing several initial problems, it’s a race to see who can do it better.
Here are 3 SearchGPT and AI search strategies:
1. Deep contextual relevance: Google has developed far beyond keyword stuffing. Marketers need to go beyond surface-level targeted keywords.
2. Conversational content optimization: SearchGPT is designed to understand and generate human responses, so your content should anticipate and match these patterns. Write how you speak.
3. User experience and engagement signals: Engagement metrics are a part of ranking, the actions your users take on your website matter. Try interactive elements in your content, this will positively influence engagement metrics and send these signals back to AI search engines.
Head to our blog to learn more about SearchGPT’s key features and strategies to prepare your brand for the future of AI search.
💸 Ad hijacking can completely derail your revenue and website traffic
Here’s how to protect your brand and your ads from malicious users
Ad hijacking occurs when unauthorized third parties use a brand’s name or keywords to run advertisements without permission.
These ads often lead users to websites that are not affiliated with the brand, sometimes even malicious or counterfeit sites.
Hijackers divert traffic and revenue from the legitimate brand, capitalizing on the brand’s reputation to deceive customers.
Here are 4 Steps to protect your brand from ad hijacking:
1. Monitor your brand Keywords and ads: Set up automated alerts for your brand’s name and related keywords using tools like Google Alerts. Conduct manual checks for your brand’s keywords on different search engines and review the ads displayed.
2. Implement strong trademark protections: Consider trademarking your brand’s slogan, product names, and even specific campaigns if they have significant brand value.
3. Leverage ad verification services: Be sure to select an ad verification service that aligns with your specific needs, such as brand safety, viewability, or fraud detection. Then conduct regular audits of your ad campaigns using the verification service.
4. Educate your team and partners: As digital ad fraud tactics continue to evolve, ensure that your training materials are updated regularly to reflect the latest threats and security measures. Encourage an open dialogue about ad security within your organization.
Head to our blog to learn more about how to protect your brand from ad hijacking.
🥣 Cereal brand Surreal only wants marketers to buy their products
The brands latest OOH ad campaign is genuis - here’s why
Cereal brand SURREAL, known for it’s tongue-in-cheek ads, is proving hate comments can be inspiration for ads.
Surreal was recently hit with comments criticizing their ads for only being geared toward people who work in marketing.
Their response?
Create an OOH ad that explicitly markets to those in marketing.
Why this works: Gen Z hates being sold to, but loves being entertained — making brands like Surreal appealing to them.
By creating an ad that feels like an inside joke, Surreal showcases its products and shows Gen Z that they don’t take themselves too seriously.
What do you think of Surreal’s campaign?
🎙️ Q&A with an expert
A bi-weekly interview series with the best in the game
Q: What are your thoughts on how quickly the "very demure, very mindful" trend blew up?
A: When it comes to TikTok viral phrases like these, it really is a case of "stay relevant or fall behind". I've seen a lot of big brands like Netflix or Marc Jacobs react quickly and hop onto the trend, but there's also a fine line between cultural relevance and cringe, and not all brands can — or should — hop onto a trend just because it's going viral. Sometimes, brands can risk beating a trend to death when they overuse internet speak or do it in a way that doesn't align with their image. It's also a risky territory to begin with because the trend will be all over everyone’s feed, so if you're going to participate in the trend, you need to do so in a way that stands out and provides a unique point of view.
Q: What do you think is the right way for brands to engage with the demure trend or internet speak in general?
A: I think brands need to be honest with themselves about whether they have the right to engage with a trend. They need to ask themselves: Does this align with our brand ethos? Are our consumers actively engaging with this side of the internet? Just because something's viral doesn't mean you have to hop onto it immediately. On the flip side, timing is of the essence if something is relevant and appropriate for your brand. If you jump onto a trend too late, you risk seeming out of touch or not relevant enough to react at the speed of culture.
✍️ We wish we wrote this
A curated list of the past 2 weeks’ must-read articles:
“AI” is overused in branding — here’s how you should actually market your SaaS product
AI Investors are pulling back to avoid bursting like the dot com bubble
Cava rivals Chipotle, with each of its restaurants valued at ~35M
👀 Keeping up on the socials
Because we know you like to stay in the know:
Sometimes it’s okay to break design rules — case in point: Heinz's latest OOH ad
Dear Google, here’s why your company is actually falling behind
Millenial pink is out, and Gen Z green is in
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