{"id":12312,"date":"2026-05-13T14:47:15","date_gmt":"2026-05-13T12:47:15","guid":{"rendered":"https:\/\/www.mediamix.ch\/?p=12312"},"modified":"2026-05-19T13:18:57","modified_gmt":"2026-05-19T11:18:57","slug":"evolution-of-search","status":"publish","type":"post","link":"https:\/\/www.mediamix.ch\/en\/actus\/evolution-du-search","title":{"rendered":"The Evolution of Search or Why AI is Transforming Your Shopping and Search Campaigns"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"12312\" class=\"elementor elementor-12312\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e175059 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e175059\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;jet_parallax_layout_list&quot;:[]}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-065786a\" data-id=\"065786a\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6fae6ac elementor-widget elementor-widget-text-editor\" data-id=\"6fae6ac\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">&nbsp;The digital marketing landscape is undergoing an unprecedented transformation. What we considered emerging trends a few months ago has become a statistical reality in 2026. The way internet users search has radically changed.&nbsp;<\/span><span style=\"font-weight: 400;\"><br><\/span><span style=\"font-weight: 400;\"> At Mediamix, we follow these developments closely to anticipate their impact on our clients' performance. Here is why the arrival of AI Max and the transformation of Search are changing the rules of the game.&nbsp;&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><br><\/span><\/p>\n<p><\/p>\n<h2><b>1. The decline of short queries in favor of complex intent&nbsp;<\/b><\/h2>\n<p><span style=\"font-weight: 400;\"> Recent data on the Swiss market (Source: Google Zurich) reveals a major shift in behavior. We are observing a drop in short queries (1 to 2 words), while \"long-tail\" searches are exploding.&nbsp; <\/span><span style=\"font-weight: 400;\"><br><\/span><span style=\"font-weight: 400;\"> Complex queries made up of 8 words or more are the only ones showing real growth (+1%).&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\"> 70% des mots-cl\u00e9s sont maintenant conversationnels c&rsquo;est-\u00e0-dire issus du langage naturel. Les utilisateurs ne saisissent plus seulement des produits, ils posent des questions complexes.&nbsp;<\/span><\/p><p><span style=\"font-weight: 400;\"> Cette complexit\u00e9 rend la gestion manuelle des mots-cl\u00e9s d\u00e9pass\u00e9e. C&rsquo;est ici que les solutions d&rsquo;automatisation interviennent.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><br><\/span><\/p>\n<h2><strong>2. AI Max: Much more than an update, a response to complexity<\/strong><\/h2>\n<p class=\"translation-block\"><span style=\"font-weight: 400\"> To address these increasingly precise searches, Google is rolling out AI Max across Shopping and Search campaigns.  <\/span><span style=\"font-weight: 400\"><br><\/span><span style=\"font-weight: 400\"> The goal is no longer to match a keyword to an ad, but to understand the intent behind the query. Through search term matching, AI Max analyzes the user's context in real time to serve the most relevant ad, even on new queries (remember that 15% of daily Google searches are brand new).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Une des \u00e9volutions les plus concr\u00e8tes pour les annonceurs est la fin des annonces de recherche dynamique (DSA) pour une transition vers AI Max d\u00e8s septembre. Cette migration permettra de :&nbsp;<\/span><\/p><p><span style=\"font-weight: 400;\">&#8211; Pr\u00e9server l&rsquo;historique : l&rsquo;outil de mise \u00e0 jour volontaire permet de passer \u00e0 AI Max sans perte de donn\u00e9es.&nbsp; <\/span><span style=\"font-weight: 400;\"><br><\/span><span style=\"font-weight: 400;\"> &#8211; Am\u00e9liorer la cr\u00e9ation : l&rsquo;IA g\u00e9n\u00e8re des annonces (RSA) plus performantes en combinant vos meilleurs titres et descriptions avec des optimisations automatiques.&nbsp;&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&nbsp;<\/span><\/p>\n<h2><b>3. AI Overviews: What impact on your visibility?&nbsp;<\/b><\/h2>\n<p><span style=\"font-weight: 400;\"> The introduction of AI Overviews (AIO), these AI-generated summaries at the top of Google search results, is transforming the buying journey. With over 2 billion monthly users, these overviews are shifting traffic flows.&nbsp; <\/span><span style=\"font-weight: 400;\"><br><\/span><span style=\"font-weight: 400;\"> While these summaries may influence the volume of traditional organic clicks, they further qualify the audience. A user who clicks after viewing an AI Overview has a much stronger purchase intent. By integrating AI Max, your campaigns are positioned at the heart of this new user experience (currently only available in the US and India).&nbsp;&nbsp;<\/span><\/p><p><span style=\"font-weight: 400;\"><br><\/span><\/p>\n<p><\/p>\n<h2><b>4. What strategy to adopt in this new ecosystem?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\"> For brands, the challenge is no longer to \"control\" every keyword, but to manage the AI. At Mediamix, we offer a three-pronged approach:&nbsp;<\/span><\/p><p><span style=\"font-weight: 400;\">-Data quality: the more reliable audience signals and product feeds you provide to the AI, the better it will perform.&nbsp; <\/span><span style=\"font-weight: 400;\"><br><\/span><span style=\"font-weight: 400;\">-Creative control: automation does not mean giving up control. It is essential to monitor and exclude elements that do not align with the brand image.&nbsp; <\/span><span style=\"font-weight: 400;\"><br><\/span><span style=\"font-weight: 400;\">Anticipation: migrate to AI Max solutions now to leverage machine learning before your competitors do.&nbsp;&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><br><\/span><\/p>\n<h2><span style=\"font-weight: 400;\">&nbsp;Conclusion<\/span><\/h2>\n<p><span style=\"font-weight: 400;\"> Search is not disappearing; it is evolving and becoming smarter. The key to success in 2026 lies in the ability to combine human strategic expertise with the computing power of AI.&nbsp;<\/span><\/p><p><span style=\"font-weight: 400;\"> Do you want to adapt your advertising strategy to the new realities of Search?&nbsp;<\/span><\/p><p><span style=\"font-weight: 400;\"> Discover how Mediamix helps advertisers through this transformation and optimizes your performance using Google's latest innovations.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Le paysage du marketing num\u00e9rique conna\u00eet une transformation sans pr\u00e9c\u00e9dent. Ce que nous consid\u00e9rions comme des tendances \u00e9mergentes il y a quelques mois est devenu une r\u00e9alit\u00e9 statistique en 2026. La fa\u00e7on dont les internautes effectuent des recherches a radicalement chang\u00e9. Chez Mediamix, nous suivons ces \u00e9volutions de pr\u00e8s pour anticiper leur impact sur les [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":12315,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[],"footnotes":""},"categories":[170],"tags":[],"class_list":["post-12312","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actus"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>L\u2019\u00e9volution du Search ou pourquoi l\u2019IA transforme vos campagnes Shopping et Search - Mediamix<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mediamix.ch\/en\/actus\/evolution-of-search\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u2019\u00e9volution du Search ou pourquoi l\u2019IA transforme vos campagnes Shopping et Search\" \/>\n<meta property=\"og:description\" content=\"Le paysage du marketing num\u00e9rique conna\u00eet une transformation sans pr\u00e9c\u00e9dent. Ce que nous consid\u00e9rions comme des tendances \u00e9mergentes il y a quelques mois est devenu une r\u00e9alit\u00e9 statistique en 2026. La fa\u00e7on dont les internautes effectuent des recherches a radicalement chang\u00e9. Chez Mediamix, nous suivons ces \u00e9volutions de pr\u00e8s pour anticiper leur impact sur les [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.mediamix.ch\/en\/actus\/evolution-of-search\/\" \/>\n<meta property=\"og:site_name\" content=\"Mediamix\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/mediamixsa\/\" \/>\n<meta property=\"article:published_time\" content=\"2026-05-13T12:47:15+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-19T11:18:57+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.mediamix.ch\/wp-content\/uploads\/2026\/05\/Group-55.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Isayah Crisinel\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@MediamixSa\" \/>\n<meta name=\"twitter:site\" content=\"@MediamixSa\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Isayah Crisinel\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.mediamix.ch\\\/actus\\\/evolution-du-search#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.mediamix.ch\\\/actus\\\/evolution-du-search\"},\"author\":{\"name\":\"Isayah Crisinel\",\"@id\":\"https:\\\/\\\/www.mediamix.ch\\\/#\\\/schema\\\/person\\\/f47c01e858816f65f10514ebbc6c46a0\"},\"headline\":\"L\u2019\u00e9volution du Search ou pourquoi l\u2019IA transforme vos campagnes Shopping et Search\",\"datePublished\":\"2026-05-13T12:47:15+00:00\",\"dateModified\":\"2026-05-19T11:18:57+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.mediamix.ch\\\/actus\\\/evolution-du-search\"},\"wordCount\":710,\"publisher\":{\"@id\":\"https:\\\/\\\/www.mediamix.ch\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.mediamix.ch\\\/actus\\\/evolution-du-search#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.mediamix.ch\\\/wp-content\\\/uploads\\\/2026\\\/05\\\/Group-55.png\",\"articleSection\":[\"Actus\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.mediamix.ch\\\/actus\\\/evolution-du-search\",\"url\":\"https:\\\/\\\/www.mediamix.ch\\\/actus\\\/evolution-du-search\",\"name\":\"L\u2019\u00e9volution du Search ou pourquoi l\u2019IA transforme vos campagnes Shopping et Search - 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