--- title: MotiveMetrics | Blog description: Our mission is to help businesses better understand their customers, align messaging to motivation at scale, and deliver an experience that resonates for each customer at every interaction. --- [![logo\_full\_blue](https://blog.motivemetrics.com/hs-fs/hubfs/logo_full_blue.png?width=1247&height=230&name=logo_full_blue.png "logo_full_blue")](https://motivemetrics.com/) Open main menu Close main menu - [+AI Technology](https://www.motivemetrics.com/technology) - [Customer Stories](https://www.motivemetrics.com/customer-stories) - [Blog](https://blog.motivemetrics.com/) - [Company](https://www.motivemetrics.com/about) - [Contact Us](https://www.motivemetrics.com/contact-us) ### Blog 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 ### [Search Is More Than A Marketing Channel, It's A Behavioral Database](https://blog.motivemetrics.com/search-is-more-than-a-marketing-channel-its-a-behavioral-database) Jun 3, 2026 For decades, the marketing industry has treated search as a channel - a place for campaigns, keywords, bids, and conversions. It became just another traffic source to acquire leads and drive sales. [Read More](https://blog.motivemetrics.com/search-is-more-than-a-marketing-channel-its-a-behavioral-database) [Consumer Behavior,](https://blog.motivemetrics.com/topic/consumer-behavior) [Paid Search,](https://blog.motivemetrics.com/topic/paid-search) [AI,](https://blog.motivemetrics.com/topic/ai) [Advertising Technology](https://blog.motivemetrics.com/topic/advertising-technology) ### [Designing for Human and Machine Greatness in Paid Search Management](https://blog.motivemetrics.com/designing-for-human-and-machine-greatness-in-paid-search-management) Apr 22, 2026 It’s become easy to dismiss the importance of the human in the age of artificial intelligence. [Read More](https://blog.motivemetrics.com/designing-for-human-and-machine-greatness-in-paid-search-management) [Paid Search,](https://blog.motivemetrics.com/topic/paid-search) [Search Engine Marketing,](https://blog.motivemetrics.com/topic/search-engine-marketing) [SEM,](https://blog.motivemetrics.com/topic/sem) [AI,](https://blog.motivemetrics.com/topic/ai) [Advertising Technology](https://blog.motivemetrics.com/topic/advertising-technology) ### [Your Optimization Framework Is Broken. And It’s Quietly Killing Your Growth](https://blog.motivemetrics.com/your-optimization-framework-is-broken.-and-its-quietly-killing-your-growth) Mar 30, 2026 Most teams think they’re optimizing. [Read More](https://blog.motivemetrics.com/your-optimization-framework-is-broken.-and-its-quietly-killing-your-growth) [SEM,](https://blog.motivemetrics.com/topic/sem) [Artificial Intelligence,](https://blog.motivemetrics.com/topic/artificial-intelligence) [Google,](https://blog.motivemetrics.com/topic/google) [Advertising Technology,](https://blog.motivemetrics.com/topic/advertising-technology) [Machine Learning](https://blog.motivemetrics.com/topic/machine-learning) ### [Google Uses AI to Make Money. You Should Too.](https://blog.motivemetrics.com/google-uses-ai-to-make-money.-you-should-too) Mar 16, 2026 Most advertisers approach paid search with the assumption that the system is designed to help their business succeed. It’s not. To understand why advertisers increasingly need their own AI systems, it’s important to understand how the Google ecosystem actually works. [Read More](https://blog.motivemetrics.com/google-uses-ai-to-make-money.-you-should-too) [Search Engine Marketing,](https://blog.motivemetrics.com/topic/search-engine-marketing) [SEM,](https://blog.motivemetrics.com/topic/sem) [Artificial Intelligence,](https://blog.motivemetrics.com/topic/artificial-intelligence) [AI,](https://blog.motivemetrics.com/topic/ai) [Advertising Technology](https://blog.motivemetrics.com/topic/advertising-technology) ### [AI in Google Ads Isn’t One Thing: Understanding deterministic constraints, probabilistic inference, and adaptive reinforcement in modern Google Ads.](https://blog.motivemetrics.com/ai-in-google-ads-isnt-one-thing-understanding-deterministic-constraints-probabilistic-inference-and-adaptive-reinforcement-in-modern-google-ads) Mar 5, 2026 [Read More](https://blog.motivemetrics.com/ai-in-google-ads-isnt-one-thing-understanding-deterministic-constraints-probabilistic-inference-and-adaptive-reinforcement-in-modern-google-ads) [SEM,](https://blog.motivemetrics.com/topic/sem) [Artificial Intelligence,](https://blog.motivemetrics.com/topic/artificial-intelligence) [AI,](https://blog.motivemetrics.com/topic/ai) [Machine Learning](https://blog.motivemetrics.com/topic/machine-learning) ### [Context Engineering: The Competitive Advantage in AI-Driven Google Ads](https://blog.motivemetrics.com/the-essential-role-of-context-engineering-in-ai-driven-google-ads) Feb 24, 2026 Google Ads has always been predictive. What’s changed is how prediction happens. The platform has moved from rules-based execution to machine learning systems and now to AI-driven interpretation. Each layer operates differently. Each requires different inputs. Most advertisers have not adjusted. [Read More](https://blog.motivemetrics.com/the-essential-role-of-context-engineering-in-ai-driven-google-ads) [Advertising and Psychology,](https://blog.motivemetrics.com/topic/advertising-and-psychology) [SEM,](https://blog.motivemetrics.com/topic/sem) [Artificial Intelligence,](https://blog.motivemetrics.com/topic/artificial-intelligence) [Machine Learning,](https://blog.motivemetrics.com/topic/machine-learning) [Context Engineering](https://blog.motivemetrics.com/topic/context-engineering) ### [How ChatGPT and LLMs are Challenging Google](https://blog.motivemetrics.com/chatgpt-challenging-google) Apr 30, 2025 ![Screenshot 2025-04-30 at 11.52.51 AM](https://blog.motivemetrics.com/hs-fs/hubfs/Screenshot%202025-04-30%20at%2011.52.51%20AM.png?width=488&height=326&name=Screenshot%202025-04-30%20at%2011.52.51%20AM.png) ChatGPT, DeepSeek, and other AI models are transforming how we search the web, offering faster, conversational answers that bypass traditional results pages. As OpenAI adds real-time search and shopping tools to ChatGPT, it's raising questions about the future of advertising, content monetization, and Google's long-standing dominance. While LLMs promise a better user experience, they may soon face the same trade-offs around trust, bias, and monetization that shaped Google. Consumers, however, stand to benefit from more innovation and competition in how search works. [Read More](https://blog.motivemetrics.com/chatgpt-challenging-google) [Purchasing Behavior,](https://blog.motivemetrics.com/topic/purchasing-behavior) [shopping,](https://blog.motivemetrics.com/topic/shopping) [Paid Search,](https://blog.motivemetrics.com/topic/paid-search) [Search Engine Marketing,](https://blog.motivemetrics.com/topic/search-engine-marketing) [SEM,](https://blog.motivemetrics.com/topic/sem) [AI,](https://blog.motivemetrics.com/topic/ai) [Google,](https://blog.motivemetrics.com/topic/google) [Bing](https://blog.motivemetrics.com/topic/bing) ### [Broad Match: The Paid Search AI Frontier](https://blog.motivemetrics.com/broad-match-search-ai-frontier) Apr 2, 2024 ![Screenshot 2024-04-02 at 8.15.12 PM](https://blog.motivemetrics.com/hs-fs/hubfs/Screenshot%202024-04-02%20at%208.15.12%20PM.png?width=408&height=407&name=Screenshot%202024-04-02%20at%208.15.12%20PM.png) In the ever-evolving landscape of Paid Search advertising Broad Match has emerged as a key player, touted by both Google and Bing as the gateway to expanded reach and enhanced performance. Our data-driven exploration seeks to unravel the intricacies of these offerings and gauge the fulfillment of such promises. Here's what the data tells us about the unique paths Bing and Google are carving through their AI-integrated algorithms and what that means for the future of search advertising. [Read More](https://blog.motivemetrics.com/broad-match-search-ai-frontier) [Customer Segmentation,](https://blog.motivemetrics.com/topic/customer-segmentation) [Paid Search,](https://blog.motivemetrics.com/topic/paid-search) [AI,](https://blog.motivemetrics.com/topic/ai) [Google,](https://blog.motivemetrics.com/topic/google) [BERT Algorithm,](https://blog.motivemetrics.com/topic/bert-algorithm) [Advertising Technology,](https://blog.motivemetrics.com/topic/advertising-technology) [Bing](https://blog.motivemetrics.com/topic/bing) ### [AI Stitch in Time: Podcast Chat](https://blog.motivemetrics.com/speak-to-the-why-to-leverage-ai-the-evolving-definition-of-search-intent-0) Dec 13, 2023 ![DALL·E 2023-12-13 09.43.03 - software application icons stitched together with thread on a black background](https://blog.motivemetrics.com/hs-fs/hubfs/DALL%C2%B7E%202023-12-13%2009.43.03%20-%20software%20application%20icons%20stitched%20together%20with%20thread%20on%20a%20black%20background.png?width=429&height=429&name=DALL%C2%B7E%202023-12-13%2009.43.03%20-%20software%20application%20icons%20stitched%20together%20with%20thread%20on%20a%20black%20background.png) MotiveMetrics Chief Scientist, Kyle Thomas, joined the [AI Chat Podcast](https://bit.ly/47VST2l) to talk about the future of AI in Marketing.  "The human can come up with a creative campaign and AI has the ability to stitch together image generation along with language generation and help bring that vision to life. The trend is not some earth-shattering difference or some new thing we have not thought about. The puzzle pieces are out there and the race is on to make them usable." [Read More](https://blog.motivemetrics.com/speak-to-the-why-to-leverage-ai-the-evolving-definition-of-search-intent-0) [Psychology and Marketing,](https://blog.motivemetrics.com/topic/psychology-and-marketing) [Advertising and Psychology,](https://blog.motivemetrics.com/topic/advertising-and-psychology) [Artificial Intelligence,](https://blog.motivemetrics.com/topic/artificial-intelligence) [Advertising Technology](https://blog.motivemetrics.com/topic/advertising-technology) ### [AI Driven Customer Acquisition - Ai4 2023](https://blog.motivemetrics.com/ai4-customer-acquisition-panel) Aug 31, 2023 MotiveMetrics' Chief Science Officer, Kyle Thomas, joined the AI4 panel on AI Driven Customer Acquisition, Aug 8, 2023 at MGM in Las Vegas. The full panel discussion is available [HERE](https://www.youtube.com/watch?v=LYAdTquqlQo), but our favorite highlights are shown below. Kyle opened the panel by sharing how the company started during his PhD research in Experimental Psychology at Harvard University. Initially, MotiveMetrics analyzed text from Social Media to develop customer profiles, understand consumer motivations and inform marketing communications. Today, in Paid Search advertising MotiveMetrics' focus is to conquer the "last mile problem" presented by Generative AI systems. [Read More](https://blog.motivemetrics.com/ai4-customer-acquisition-panel) [personality psychology,](https://blog.motivemetrics.com/topic/personality-psychology) [Consumer Behavior,](https://blog.motivemetrics.com/topic/consumer-behavior) [Customer Segmentation,](https://blog.motivemetrics.com/topic/customer-segmentation) [Advertising and Psychology,](https://blog.motivemetrics.com/topic/advertising-and-psychology) [Paid Search,](https://blog.motivemetrics.com/topic/paid-search) [AI,](https://blog.motivemetrics.com/topic/ai) [Google,](https://blog.motivemetrics.com/topic/google) [Bing](https://blog.motivemetrics.com/topic/bing) ### [Ads are the New Keywords: A Paid Search Case Study](https://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](https://blog.motivemetrics.com/ads-are-the-new-keywords-a-paid-search-case-study) [Customer Segmentation,](https://blog.motivemetrics.com/topic/customer-segmentation) [Paid Search,](https://blog.motivemetrics.com/topic/paid-search) [AI,](https://blog.motivemetrics.com/topic/ai) [Google,](https://blog.motivemetrics.com/topic/google) [BERT Algorithm,](https://blog.motivemetrics.com/topic/bert-algorithm) [Advertising Technology,](https://blog.motivemetrics.com/topic/advertising-technology) [Bing](https://blog.motivemetrics.com/topic/bing) ### [MotiveMetrics "Most Promising AI Solution Provider of 2022"](https://blog.motivemetrics.com/motivemetrics-recognized-as-most-promising-ai-solution-provider) Jan 15, 2023 ![Screenshot 2023-10-26 at 5.39.55 PM](https://blog.motivemetrics.com/hs-fs/hubfs/Screenshot%202023-10-26%20at%205.39.55%20PM.png?width=530&height=396&name=Screenshot%202023-10-26%20at%205.39.55%20PM.png) CIO Review, the Navigator for Enterprise Solutions, recognized MotiveMetrics as the "[Most Promising AI Solution Provider of 2022](https://www.cioreview.com/motivemetrics)" in recognition of its software innovations leveraging AI for *Search Intent Based Content Creation*.  In fact, MotiveMetrics has been leveraging AI for understanding consumer behavior and developing motivational messaging tailored to target audiences since it was founded in 2015, long before ChatGPT became the rage in Q4 2022.   [Read More](https://blog.motivemetrics.com/motivemetrics-recognized-as-most-promising-ai-solution-provider) [Consumer Behavior,](https://blog.motivemetrics.com/topic/consumer-behavior) [Psychology and Marketing,](https://blog.motivemetrics.com/topic/psychology-and-marketing) [Motivation Analysis,](https://blog.motivemetrics.com/topic/motivation-analysis) [Paid Search,](https://blog.motivemetrics.com/topic/paid-search) [Search Engine Marketing,](https://blog.motivemetrics.com/topic/search-engine-marketing) [SEM,](https://blog.motivemetrics.com/topic/sem) [Artificial Intelligence,](https://blog.motivemetrics.com/topic/artificial-intelligence) [AI,](https://blog.motivemetrics.com/topic/ai) [Google,](https://blog.motivemetrics.com/topic/google) [Advertising Technology](https://blog.motivemetrics.com/topic/advertising-technology) ### [Speak to WHY for Google AI](https://blog.motivemetrics.com/speak-to-the-why-to-leverage-ai-the-evolving-definition-of-search-intent) Oct 11, 2022 ![Google BERT Algorithm](https://blog.motivemetrics.com/hs-fs/hubfs/Google%20BERT%20Algorithm.png?width=506&name=Google%20BERT%20Algorithm.png) AI has undeniably changed how brands understand their customers and interact with them.  Today's AI understands consumer motivations more deeply than what is typed into a search box.  Gone are the days when all you had to do was embrace the established definitions of search intent.  Now to compete successfully in the Paid Search channel you must embrace the role of AI, customize your ad copy to specific customer motivations, and do it at scale.   [Read More](https://blog.motivemetrics.com/speak-to-the-why-to-leverage-ai-the-evolving-definition-of-search-intent) [Psychology and Marketing,](https://blog.motivemetrics.com/topic/psychology-and-marketing) [Motivation Analysis,](https://blog.motivemetrics.com/topic/motivation-analysis) [Paid Search,](https://blog.motivemetrics.com/topic/paid-search) [Search Engine Marketing,](https://blog.motivemetrics.com/topic/search-engine-marketing) [SEM,](https://blog.motivemetrics.com/topic/sem) [Search Intent,](https://blog.motivemetrics.com/topic/search-intent) [Artificial Intelligence](https://blog.motivemetrics.com/topic/artificial-intelligence) ### [How RSAs Killed the ETA Star](https://blog.motivemetrics.com/eta-deprecation-how-ai-powered-rsas-killed-the-eta-star) May 31, 2022 ![blogbanner\_etadeprecation\_052522](https://blog.motivemetrics.com/hs-fs/hubfs/blogbanner_etadeprecation_052522.jpg?width=1888&name=blogbanner_etadeprecation_052522.jpg) The deprecation of ETAs are a continuation of a Google strategy to automate the paid search customer journey using NLP and Machine Learning technology.  As innovations in AI advance, search engines are leveraging these technologies to enhance user experience by understanding the relationships between words in user queries and advertiser content in order to generate the best possible customer journey for every query. [Read More](https://blog.motivemetrics.com/eta-deprecation-how-ai-powered-rsas-killed-the-eta-star) [Advertising and Psychology,](https://blog.motivemetrics.com/topic/advertising-and-psychology) [Artificial Intelligence,](https://blog.motivemetrics.com/topic/artificial-intelligence) [AI,](https://blog.motivemetrics.com/topic/ai) [Google,](https://blog.motivemetrics.com/topic/google) [Responsive Search Ads,](https://blog.motivemetrics.com/topic/responsive-search-ads) [RSA,](https://blog.motivemetrics.com/topic/rsa) [ETA,](https://blog.motivemetrics.com/topic/eta) [BERT Algorithm](https://blog.motivemetrics.com/topic/bert-algorithm) ### [Zombie Keywords 101](https://blog.motivemetrics.com/zombie-keywords-101) Apr 6, 2022 **![blog\_zombiekw\_042022](https://blog.motivemetrics.com/hs-fs/hubfs/blog_zombiekw_042022.jpg?width=800&name=blog_zombiekw_042022.jpg)** Zombie keywords are enabled keywords that are not receiving traffic. Isolating these keywords into new ad groups and getting them paired with the right ads can bring them to life, creating opportunities for growth and increased market share.  By bringing zombie keywords back to life, you can unearth value that has been lying dormant and is only waiting to be realized. How many of your zero impression keywords are zombies? Find out how you can reanimate zombie keywords to create new pathways that help you add revenue to your paid search account. [Read More](https://blog.motivemetrics.com/zombie-keywords-101) [Paid Search,](https://blog.motivemetrics.com/topic/paid-search) [Zombie Keywords,](https://blog.motivemetrics.com/topic/zombie-keywords) [Search Engine Marketing,](https://blog.motivemetrics.com/topic/search-engine-marketing) [SEM,](https://blog.motivemetrics.com/topic/sem) [Search Intent](https://blog.motivemetrics.com/topic/search-intent) [![logo\_icononly](https://blog.motivemetrics.com/hs-fs/hubfs/logo_icononly.jpg?width=943&height=943&name=logo_icononly.jpg "logo_icononly")](http://www.motivemetrics.com) Our mission is to help businesses better understand their customers, align messaging to motivation at scale, and deliver an experience that resonates for each customer at every interaction. ## [+AI Technology](https://www.motivemetrics.com/technology) [Managed Service](https://www.motivemetrics.com/managed-service) [MotiveMap](https://info.motivemetrics.com/search-intent-assessment) ## [Company](https://www.motivemetrics.com/about) [Careers](https://www.motivemetrics.com/careers) ###### [Contact Us](https://www.motivemetrics.com/contact-us) [Follow us on Twitter](https://twitter.com/motivemetrics) [Follow us on LinkedIn](https://www.linkedin.com/company/motivemetrics) [Follow us on Facebook](https://www.facebook.com/pages/category/Local-business/MotiveMetrics-1636697586575252/)   © 2022 MotiveMetrics. All Rights Reserved.   [Privacy Policy](https://www.motivemetrics.com/privacy-policy) ```json { "@context" : "https://schema.org", "@type" : "VideoObject", "contentUrl" : "https://213471.fs1.hubspotusercontent-na1.net/hubfs/213471/Kyle%20AI4%20conference/ai4_kyleintroduction.mp4", "dateModified" : "2023-10-19T16:55:33.601Z", "duration" : "PT1M3S", "height" : 720, "name" : "ai4_kyleintroduction", "thumbnailUrl" : "https://213471.fs1.hubspotusercontent-na1.net/hubfs/213471/Kyle%20AI4%20conference/ai4_kyleintroduction.mp4/medium.jpg", "uploadDate" : "2023-10-03T14:53:32.121Z", "width" : 1280 } ```