Why AI Answer Boxes Need a Better Shopping Feed

All right, listen up. Google is changing the whole advertising game with AI and you haven't even noticed yet. Over the last couple of days, weeks, months, the whole year already, like the whole game is changing and how ads are getting displayed and shown to your customers and you're completely unaware. Right? So, in this video, I will show you what you need to understand and how you prepare for this next era of advertising. All right, let's dive into it. The first thing we need to understand is we will be looking at different placements where AI plays a role but also like two different AIs that decide how you show up and if you show up in the first place.

Two AIs is

not technically correct but simplified. We look at two mechanisms that are relevant here. Right? The first and most important placement we need to understand and the mechanism behind it is the answer box you see popping up more and more in Google. right where Google answers to your questions first and it also shows up more and more in shopping queries and that's the relevant part for us advertisers right so you have seen it slowly rolling out and now you see it with more and more searches right the quick AI overview and the ads often below it right so you can see the significance of how important this is for Google and this will of course affect your ads but also your organic search results Right?

And there have been some insane changes [clears throat] already over the last couple of days, weeks, and months that you haven't even noticed. Right? For example, in 40% of

all shopping searches, you see an AI answer and I summary already, right? Which has been massively increased in recent times. Like before it was almost zero, then a little bit, and now you see it in 14% of the searches already, right? That's a huge market share compared to nothing before. And also which is way more important is the rate at which it's increasing. Right? And the percentage is even higher if you look for comparison type of search terms like what is the best product for or what are the best brands for. Right here we have 83% of best product searches where you see this AI overview this AI answer box already.

Right? Just one year ago it was 5%. Think about it. Right? Like the road at which it's growing. It's insane. So you need to be prepared for that because if you're not you will not show up there and it will for now affect you organically but it will also affect your ads down the line. Right? because you

don't understand the whole infrastructure is changing or not the infrastructure but the whole way of how ads are being shown where they are being shown and how buyers make the decisions right so Google search is not the same Google search it has been only a couple of years ago and it has been like that for quite some time more or less this is like a revolutionary change it's like way different but this also changes the things you have to focus on what you have to optimize, right? Before it was just like the product page and you have been optimizing that and everything around it. But now to show more in this AI answer boxes like you need to invest in different type of content.

You need to structure your pages differently. You need to structure it well. And what matters for this type of rankings is first of all external publishers, right? That mentions you in this like best off lists and guides and overviews. So, it's not even about backlinks anymore, right? It's about the mentions there and the the authority, the credibility. Reddit is highly rated by Betty's AIO views, right? So, it's like even more relevant site than it has ever been for for that. And it really affects your numbers as well, especially if you're like a serious brand, right? For every kind of ecom brand out there that has ambitions to grow, like you need to look at those things with the overview review sites of course, right?

Like if we have this best offs, this rankings, this comparison sites, that's important. And then your site of course, which like we have here just five to 10% true, [clears throat] it's not that biggest driver. It starts with your own site, right? You need proper product schema. You need well structured, well-written content. You need content that genuinely helps those people as well, right? Because if you don't have any of that and the foundation is missing, all the rest will not help you either, right? You need to make sure these agents can actually crawl your site, right? So, you need a well ststructured site. And honestly, this is not very complicated to set up nowadays.

It's not 2015 anymore, right? Like, it's very easy to to structure a site very well and make these things happen. But that requires a whole different tutorial. I'm just letting you know it's not rocket science. So, don't be overwhelmed. It's quite easy to structure it well. So, a quick overview

how it can look like. Basically, like I said already, best off lists, right? comparison pages, buyers guides, actually like genuinely helpful content that satisfy what people are looking for and where these AI answer boxes are showing up primarily, right? Again, people are looking for certain things. You want to give the answer in a concise way, very quickly, right? So, FAQs, FAQ pages, answer question type style. It doesn't even have to be like super long form content, right? It's about value and how directly you answer those questions, right? Then you can get shown in these answer boxes. Another question is okay like great Chris, I get shown there, but how does that help me?

That doesn't necessarily give me more buyers, right? Especially for search queries which might be a little bit more upper funnel, right? Not super relevant for buying process directly. Maybe it's early in the research or it's like a comparison to something or you get the idea, right? You might think, okay, like it's not that relevant anymore, right? But there are like a lot of studies already. If you get shown in that box, it massively increases your authority as well, right? And leads to not only more organic clicks, but also a way higher paid click-through rate on your ads, right? Because you have the brand recognition effect again, the authority.

You you get shown there. you provide value with your answers, right? And often usually what people overlook like you have the AI answer box, you might pop up there, but the algorithm is smart, right? So you will pop up there and your ads if you're running ads at the same time, they will pop up below, right? So this will not be like a completely separate kind of thing where it's like ah it doesn't matter like there's no connection to it even if the the search terms are not that relevant besides the fact again that you're also ranking in this answer box right but it has huge uplift effects on your ads depending on how often you pop up there right and for which search terms of course but it is more and more relevant nowadays this whole ecosystem is

changing and nobody's even looking at it yet right which also makes it way easier to tap into that and prepare already because you saw it before like one year ago it was 5% for this best type of product searches right now it's going closer to 90% which is insane this is a huge huge share of it right and obviously it affects the whole whole ecosystem like the organic clicks and your bait ads so super important so this is number one and might not be directly super insanely valuable for you right Now although I just explained to you like it is coming you need to prepare especially for a bigger brand with ambitions like you need to tap into that right but then we have the second AI like the second mechanism that is definitely relevant for all advertisers and that we have been putting quite a lot of emphasis on that for ages already even before the official AI era because it always has been super important but it is even more important now right like we said before already well structured data, product schema, but also your product feed, especially if you are advertising on Google, right?

Especially with your ads you want to push into that. So, you have to understand there's

a shitload of products on Google Shopping, right? In different niches, a lot of them. And you have to understand it through the machine's perspective, right? Not the human perspective. You see like the the product image, the price, and everything. And of course, the human perspective is relevant as well because you're selling to other people, right? So, you need to convince them. But you also need to convince the machine. And the machine doesn't see it like that, right? It doesn't see, oh, this is a nice dress or this is like a nice product, whatever we're talking about. I like it, right? It looks so good. I don't care what's the price.

It It looks [clears throat] at all the hard facts, all the different variables, right? And if you have missing variables, you don't have well ststructured feed like you will not get shown you will not get shown in the right auction in the right place or you will get shown in a way where Google like punishes you with higher CPC right because they're like okay look the quality of your feed is we don't like it they don't perceive you as a trustworthy advertiser and you get flagged immediately right so we have been putting a lot of resources with the agency in designing and upgrading even more than ever before the the feed of our clients, right?

Because it's it's super important. The feed is the targeting. What the creative is on matter, that's the feed on Google, right? It's super important. People

slowly start to catch up, but they still underestimate it, right? And there is so much more you can do there. We start with the basics again. Obviously, the most important will always be product title, the product description. And the description gets more and more relevance lately as well, right? It also gives you the ability to describe very clearly. Okay, what is this about? What are the features, the benefits? Who is it for? Material, pattern, specs, right? Very detailed like clear concise description of what this is. Don't keyword stuff. Just write a natural language in plain words basically as it says here, right? Explain what this is about.

Product category, we have product type. Then of course the the cheating if you have it as a brand and your own brand name. And there are a lot more different attributes, color, size, material, product highlights, and then of course a well optimized product image. Right? These are like some of the basics. We discussed this multiple times before also on how to build the right title, right? I would just quickly summarize it. Again, you always want to put the main keyword up front, right? The main detail, the main keyword, and then basically additional product details, what it is, what's the material, whatever is important, right? If material is important, put it more up front.

than the rest like size, color, whatever it is, right? Depends on the product as well. But the principles are always the same. And then like I said, the descriptions are getting way more relevant. They're getting way more important now because that's exactly what the eye can pull from, right? Quick FAQs or like the main questions, the main answers, what you're actually selling, how it works, who it is, right? Feature benefits was already important before, but that's exactly where the eye can pull it out from. and then show either like your organic free listing from the feed or even the the ads directly in the answer box, right?

Which will become more and more relevant. You

have to understand that. So that's the placement part, right? Then another thing we just said is like the product category. Especially for a new store or new feed, you want to set the exact product category and even the product type is an additional signal, right? because then you tell the machine exactly what it is about and which category it should be because especially if you have no data yet you want to have it even more optimized right you can speed up the learning phase of a new store you tell a Google exactly what it is they can put you in the right auctions they perceive you as more trustworthy you have a better CPC and then you can crush it in the auctions right then we said okay cheating if you have it brand attribute kind of like no-brainer basically what we discussed already and then That's where we put a lot of emphasis on right now, right?

We always had like basic very well optimized title descriptions, but now we look at it from every possible angle and every possible attribute we can actually lift. So we built a process now with the agency. It's called Senox Hydra Hyperfeed, right? It's a completely unique process where we go through every single product. We actually analyze the search terms that are converting in the ad account directly. We analyze the product page and then uniquely for every single product, every single variant, we optimize the feed, the descriptions exactly for that, right? So we can really push into the auction and every single other attribute field you see there.

Color, size, of course, material, pattern if we have it, gender, age group, product highlight, product detail for certain products, more technical energy class, right? There are like hundreds of product attributes. Like we want all of that because we want Google to exactly understand what our product is about, right? which again drives the targeting. The feed is the targeting, right? We will show in the right auctions. We are perceived as trustworthy. We get better CPCs and therefore better performance with that system, right? Super important. Like we spent so much time on like building that stuff out and we are only slowly now rolling it out to clients, right?

Because we've testing it for ages. We

still only have like 1% of clients on that, but it's working and we we're slowly rolling it out everywhere. I just want to have like clean product images. Don't over complicate it. Like everything works. You can have AI optimized images. You can have a neutral background. You can have lifestyle images. Depends on the niche, right? Certain things work better for certain niches, certain products. But the main thing is you need to have like a quality product image, right? If Google sees on your store you have like a shitty product image in 2026, right? And you cannot even master that, of course, they will not show you properly.

Like how does that look like, right? It's stupid. You cannot even have a proper well-designed product image with high quality. What are you even trying to do? Right? That's the easiest thing to do nowadays even in bulk. Like it doesn't cost you anything. You can do that in bulk with AI. You want to have quality

everywhere. Okay. To summarize now, basically like we said, we have two different AIs, two different mechanisms, right? It's not two different AIs, it's like different mechanisms, different placements, but in the end, everything goes in together, right? And everything will be merged as well. Now you have the answer boxes, which is mostly organic still, which you can drive with great content, like we said, mentions, Reddit, all that stuff, right? But then you also have the actual ad side of things, which more focused on a short-term thing. you can like adjust and benefit from it immediately, right? But also where the AI will show you ads and again this will be merged, right?

This will be more of a fluid ecosystem, right? You will have a mix of organic and ads the same way Google is working right now just with more AI involvement with more and different kind of placements as well. And that's why this is so important, right? That's why you need to prepare your feed not just for humans but for the machine to understand it as well. So you have a complete feed. You can show at the right time to the right person which is essential in order to give you a good performance in the first place. Right? If you don't have that, if you don't get shown to the right person at the right time, like what do you expect from your performance, right?

So yeah, this answer box how the whole thing works with the eye and the feed more important than ever, right? There might be even different attributes that are becoming more and more relevant in the future that are gaining more importance, even more than the title. For example, we have the description now, right? Way more relevant than it has been. And it's constantly changing. The main takeaways for you from this video is you need to keep an eye on it. You need to see what changes in the market and prepare ahead of it already so you don't get left behind. And you need to have an optimized feed more than ever.

That's pretty much it. If you want us to have a look and implement our new Senox Hydra feed system for you, reach out to us or check out the school community in the description. If you want to learn Google Ads yourself, join the free school community. Either way, if you want to learn more and see more about Google Ads and how you can scale your store, you're at the right place. So, drop a like, follow, subscribe, and see you in the next video. Adios.