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Search has always been a moving target.
From the days when keyword match types and manual cost-per-click (CPCs) gave advertisers a sense of control, to the rise of Shopping ads, automated bidding, and Performance Max, Google has never stopped reshaping how search works.
Every step has chipped away at some level of control for marketers while making it easier for Google to monetize intent.
But what we’re seeing now with AI Overviews and AI Mode is not just another product update. It is a structural rewrite of how search itself functions, which has…
