---
title: MotiveMetrics | Blog | Kyle Thomas
description: Chief Science Officer
---

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Topics AI Paid Search SEM Advertising Technology Artificial Intelligence Google Search Engine Marketing Advertising and Psychology Bing BERT Algorithm Consumer Behavior Customer Segmentation Machine Learning Psychology and Marketing Motivation Analysis Search Intent Context Engineering ETA Purchasing Behavior RSA Responsive Search Ads Zombie Keywords personality psychology shopping

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## Kyle Thomas

Chief Science Officer

### [Ads are the New Keywords: A Paid Search Case Study](http://blog.motivemetrics.com/ads-are-the-new-keywords-a-paid-search-case-study)

Mar 23, 2023

 

![GoogleEvolution](https://blog.motivemetrics.com/hs-fs/hubfs/GoogleEvolution.png?width=5006&height=1701&name=GoogleEvolution.png)

Over the last 10 years paid search has evolved from a keyword-targeting system to a match-making system in which content-to-intent alignment as determined by advanced AI models are the primary driver used for audience targeting. This has dramatically increased the importance of ad copy in Paid Search, making it more important than keywords or match types for audience targeting and performance.  In this post we will review a recent case study that proves unequivocally that ads are the new keywords.

[Read More](http://blog.motivemetrics.com/ads-are-the-new-keywords-a-paid-search-case-study)

[Customer Segmentation,](http://blog.motivemetrics.com/topic/customer-segmentation) [Paid Search,](http://blog.motivemetrics.com/topic/paid-search) [AI,](http://blog.motivemetrics.com/topic/ai) [Google,](http://blog.motivemetrics.com/topic/google) [BERT Algorithm,](http://blog.motivemetrics.com/topic/bert-algorithm) [Advertising Technology,](http://blog.motivemetrics.com/topic/advertising-technology) [Bing](http://blog.motivemetrics.com/topic/bing)

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