The Future Of Advertising: BING?!

Kasim: 00:00:11

I want you to know that I'm saddened and disgusted by the

Kasim: 00:00:14

words that I'm about to speak.

Kasim: 00:00:15

You need to go download Microsoft Edge and start playing with Binging Chat.

Kasim: 00:00:20

mean, need is an absolute prerequisite.

Kasim: 00:00:21

So you're probably already familiar if we've been playing with

Kasim: 00:00:24

chat, g p t binging, integrated chat into search kind of.

Kasim: 00:00:28

So when you go to binging, ask me anything There you go.

Kasim: 00:00:31

How to run big ad campaigns.

Kasim: 00:00:32

We have search soch and then you have notice this little pop here chat.

Kasim: 00:00:37

So chat is tabbed but also just kind of exists as this ever present

Kasim: 00:00:41

floating entity above search.

Kasim: 00:00:43

Now here's what's interesting.

Kasim: 00:00:45

Because it's powered by chat G B T and not Microsoft.

Kasim: 00:00:47

It's really good.

Kasim: 00:00:48

I asked what's the best way to make money in real estate if

Kasim: 00:00:51

you don't have a ton of liquid?

Kasim: 00:00:52

Now, this question was asked by intention because I just wanted to

Kasim: 00:00:55

see how difficult the chat was going to make my use of colloquialisms and

Kasim: 00:01:01

it translated it instantly how to make money in real estate With little

Kasim: 00:01:04

money gave me pretty solid answers.

Kasim: 00:01:07

Actually.

Kasim: 00:01:08

I've been in the real estate business for a long time and this is exactly right.

Kasim: 00:01:11

House hacking, live and flip.

Kasim: 00:01:12

The B R R R R strategy, which I'm pretty sure was invented by my buddy

Kasim: 00:01:16

Brandon Turner, just to name drop.

Kasim: 00:01:17

Here's the thing that I really love by the way and am pleasantly surprised exists.

Kasim: 00:01:22

Citations here.

Kasim: 00:01:24

Binging is offering citations to the content networks that

Kasim: 00:01:28

are providing the content.

Kasim: 00:01:29

And I just am tickled pink that that's happening, and I hope that ends up being

Kasim: 00:01:33

a ubiquitous truth across all AI delivered content because otherwise We're gonna have

Kasim: 00:01:38

the atrophy of quality content on a long enough timeline because there's gonna be

Kasim: 00:01:41

no incentive to creating quality content.

Kasim: 00:01:42

And the citations are more or less prioritized.

Kasim: 00:01:45

But I want you to pay attention to something.

Kasim: 00:01:47

Check, oh, this is how they're doing the ads.

Kasim: 00:01:53

This is really interesting.

Kasim: 00:01:54

You'll notice that these are what appear to be organic results.

Kasim: 00:01:57

Here's some of the most common ones, but right here at the tip of the

Kasim: 00:02:01

top here's Bing delivering an ad, and then you can see Microsoft talking

Kasim: 00:02:05

about, this is about a month old.

Kasim: 00:02:06

This article, Microsoft talks about how it's experimenting.

Kasim: 00:02:09

Exploring additional advertising capabilities.

Kasim: 00:02:11

Here's why you have to pay attention to this.

Kasim: 00:02:13

Number one, this just became a viable ad network.

Kasim: 00:02:16

If you're not already running big ads, you absolutely should.

Kasim: 00:02:19

It doesn't appear that there's a specific opt-in in order to

Kasim: 00:02:21

be included in the chat results.

Kasim: 00:02:23

Incidentally, it feels like they're pulling directly from search results.

Kasim: 00:02:26

Number two.

Kasim: 00:02:27

I would expect Google maybe for the first time ever to start taking

Kasim: 00:02:31

cues from Microsoft because they're already cracking some of the codes.

Kasim: 00:02:35

And I think this is a really elegant way to do this, by the way.

Kasim: 00:02:38

you have the differentiation and delineation between

Kasim: 00:02:40

AD and the organic result.

Kasim: 00:02:42

You're not inserting the ad into the chat just yet.

Kasim: 00:02:44

So you're not repelling users, making 'em think that it's super ad heavy.

Kasim: 00:02:47

But you know, there's a healthy prioritization here with this

Kasim: 00:02:50

little, you can't not hover over this underline A couple of other notes

Kasim: 00:02:53

about the chat just while we're here.

Kasim: 00:02:55

I like the ability to iterate and it gives me options.

Kasim: 00:02:59

So I thought this was really interesting, by the way.

Kasim: 00:03:01

So here's a Grant Cardone video, it's a YouTube video that I just think

Kasim: 00:03:05

it's so funny how, I mean, look at these are all YouTube videos.

Kasim: 00:03:08

Microsoft is heavy, heavy, heavy, heavy, heavy.

Kasim: 00:03:10

And the YouTube Results delivery.

Kasim: 00:03:12

But it plays in this weird little binging player, it's just an interesting way

Kasim: 00:03:17

to do that to keep people out of YouTube.

Kasim: 00:03:19

that was interesting thing number one, here's why I'm bringing

Kasim: 00:03:21

this up, is because if you're not creating YouTube content, Google

Kasim: 00:03:23

prioritizes YouTube content.

Kasim: 00:03:25

Bang prioritizes YouTube content.

Kasim: 00:03:26

YouTube prioritizes YouTube content obviously.

Kasim: 00:03:28

this is missed, missed, missed opportunity.

Kasim: 00:03:30

The more granular, the better.

Kasim: 00:03:33

Then.

Kasim: 00:03:33

This additional prompt, this wasn't me typing, this was me

Kasim: 00:03:36

choosing one of Bing's prompts.

Kasim: 00:03:39

So I said, tell me more about house hacking.

Kasim: 00:03:41

And then it said gave me again citations which I, I really appreciate.

Kasim: 00:03:46

And again, I'm surprised by and then some of these are not ad driven.

Kasim: 00:03:51

They're all organic.

Kasim: 00:03:53

How interesting.

Kasim: 00:03:55

So in this three tier conversation, I have one ad and then I can go

Kasim: 00:03:59

on and be like what would I say?

Kasim: 00:04:00

I'd say

Kasim: 00:04:01

can you customize this advice for Phoenix, Arizona?

Kasim: 00:04:06

And we're gonna see what the chat says.

Kasim: 00:04:10

Oh, by the way, if you scroll down, it will I just bring you

Kasim: 00:04:12

to Bing Search and we're waiting.

Kasim: 00:04:15

House Hack in Phoenix, Arizona may be a viable option if you're looking

Kasim: 00:04:18

for a way to reduce your housing costs and invest in real estate.

Kasim: 00:04:21

However, you may face some challenges and considerations specific to this market.

Kasim: 00:04:25

I wanna see if I can figure an ad, stop it, least let me hover.

Kasim: 00:04:28

BiggerPockets, of course.

Kasim: 00:04:29

This content is stellar.

Kasim: 00:04:30

This is unbelievable to me.

Kasim: 00:04:32

I mean, some of this is just generic hoop da I mean, you could actually

Kasim: 00:04:35

really do a geographic analysis using this type of conversational search.

Kasim: 00:04:39

So now the question becomes, why can't I?

Kasim: 00:04:42

There we go, organic.

Kasim: 00:04:43

Wait, why?

Kasim: 00:04:44

According to local.

Kasim: 00:04:45

Oh, okay.

Kasim: 00:04:45

According to location results.

Kasim: 00:04:47

So still only one ad.

Kasim: 00:04:48

Start running big ads right now today.

Kasim: 00:04:50

Because you're gonna be able to see, you know, you're gonna be a big fish

Kasim: 00:04:52

in a little pond, and you're gonna start to see how the chat influences.

Kasim: 00:04:56

The ad placement and performance and then that's going to carry over into Google.

Kasim: 00:05:00

it's funny because I don't run big ads for my customers.

Kasim: 00:05:02

So like, this is something you'd have to do internally.

Kasim: 00:05:04

I wouldn't even wanna do it on behalf of clients 'cause there's, it's,

Kasim: 00:05:06

Bing is a harder system to manage.

Kasim: 00:05:08

the strategy would carry over as soon as Google begins integrating

Kasim: 00:05:11

this into its generative ai, which we know for a fact Google's going to do.

Kasim: 00:05:14

Okay.

Kasim: 00:05:15

I bet you this triggers an ad.

Kasim: 00:05:16

Real estate watch Zillow it kind of lives in really limited citations.

Kasim: 00:05:22

you would think with the internet as your oyster, you'd have many more than that

Kasim: 00:05:26

and I wonder why those limitations exist.

Kasim: 00:05:28

I'd want 50 source articles.

Kasim: 00:05:30

There we go.

Kasim: 00:05:31

Bam.

Kasim: 00:05:32

Yeah, it's home.

Kasim: 00:05:32

Ive, we buy ugly houses, It's such an elegant way to do that.

Kasim: 00:05:36

There's home investors again.

Kasim: 00:05:38

There's home investors again.

Kasim: 00:05:38

So it's the same ad.

Kasim: 00:05:40

And obviously the ad's not included in the citations, is it?

Kasim: 00:05:43

It's not included in the citations.

Kasim: 00:05:45

Yeah, but that ad placement is so interesting.

Kasim: 00:05:47

I have a very strong feeling they can get more aggressive with their ad placement.

Kasim: 00:05:50

Google in their generative aid, ai what they're calling s g e search,

Kasim: 00:05:55

generative experience, they have ad placements, at least in the UI ex or,

Kasim: 00:06:01

you know illustrations they provided.

Kasim: 00:06:03

They have ad placement in line, but just delineated.

Kasim: 00:06:07

And I think Bing's probably gonna end up doing that too.

Kasim: 00:06:09

But this is the future of ads.

Kasim: 00:06:12

Potentially.

Kasim: 00:06:13

If AI driven chat is the future of search, then this is the future of ads.

Kasim: 00:06:17

What can the new Bing Chat do?

Kasim: 00:06:19

That's not what I asked.

Kasim: 00:06:20

Whoa.

Kasim: 00:06:20

This is an organic result.

Kasim: 00:06:21

Where are the paid results?

Kasim: 00:06:23

It is an expensive click.

Kasim: 00:06:25

That's an ad.

Kasim: 00:06:26

Binging doesn't do as good a job as Google at delineating different.

Kasim: 00:06:29

Oh, that is an ad.

Kasim: 00:06:30

It is an ad.

Kasim: 00:06:31

Okay.

Kasim: 00:06:31

Cost me dummy.

Kasim: 00:06:32

These are all ads.

Kasim: 00:06:33

Look, that's all you get.

Kasim: 00:06:35

you know, as an advertiser, I love that, but as a user, I'm so mad.

Kasim: 00:06:39

Wow.

Kasim: 00:06:40

The organic result.

Kasim: 00:06:41

Look how many scrolls.

Kasim: 00:06:42

So, 1, 2, 3, 4.

Kasim: 00:06:46

And then you have snippets, and then you have local, and then you have, I don't

Kasim: 00:06:50

know what that is, local listings, I guess, and then you have organic results.

Kasim: 00:06:54

Anyway really cool.

Kasim: 00:06:55

Go play with Bing Chat if you haven't already.

Kasim: 00:06:57

It's open now.

Kasim: 00:06:58

You don't have to opt into a bait or anything.

Kasim: 00:07:00

Lemme know what you think.

Kasim: 00:07:00

I'd be really interested in your opinions on where they're gonna be sticking ads.

Kasim: 00:07:03

Incidentally, they, y'all, we need to pay so much attention to this.

Kasim: 00:07:07

Not only are they pushing this hard, but this really does feel

Kasim: 00:07:09

like it just feel like a more elegant, more engaged experience.

Kasim: 00:07:13

I also think it's gonna increase the number of searches that a user performs.

Kasim: 00:07:16

it'll turn into a real conversation.

Kasim: 00:07:18

Anyway, that's all I got.