Interview with Dejana Djukic: PPC Expert Weighs in on Google’s SGE

by Aleksandra Stefanovic | May 30, 2023

Hello there! I am Aleksandra Stefanovic, and today I bring you a detailed interview with Dejana Djukic, a renowned PPC (Pay Per Click) expert. I’ve asked Dejana about her thoughts on Google’s new Search Generative Experience (SGE) and how it could potentially affect the world of PPC advertising.

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Before we delve into the interview, Dejana and I want to share some exciting news. We will be hosting a conference on the 6th of June, 2023, to discuss the implications of SGE on online businesses. The event will be held at Play Media. Now, let’s get started with the interview!

Meet Dejana Djukic

Dejana has carved out a successful career in the digital marketing industry, with an emphasis on Pay Per Click advertising. She has been delivering outstanding results for various companies, helping them navigate the often complex world of PPC and online advertising. Her expertise and insights are invaluable in an ever-changing digital landscape.


Aleksandra: Hi Dejana! Thanks for joining me today. Let’s start with the basics: what do you understand by Google’s Search Generative Experience (SGE)?


Dejana: Thanks for having me, Aleksandra! Google’s SGE is essentially an AI-driven approach to providing more personalized, accurate, and comprehensive search results. It’s Google’s attempt to rethink the traditional way of presenting search results, by using generative AI models like GPT-3 to dynamically generate responses to search queries.


Aleksandra: Fascinating! What impact do you expect SGE to have on PPC advertising?


Dejana: Well, Google’s SGE could potentially bring several changes to the PPC landscape. One significant change could be in the realm of search result personalization. Given that SGE is designed to provide more personalized results, PPC campaigns may need to be optimized further to match these personalized user experiences. It could mean we need to focus more on tailoring ad copy and landing pages to specific user personas.

Additionally, with Google’s SGE, we might see a further reduction in organic search results and more paid ad placements in the search results. This might increase the importance of paid search campaigns.

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Aleksandra: Those are some profound changes. Based on these, what recommendations would you give to marketers regarding their PPC strategies?


Dejana: Firstly, it’s crucial to stay updated on any developments with Google’s SGE and understand its implications for PPC.

With more personalized search experiences, I’d recommend focusing on audience segmentation and persona-based marketing. This will help in creating tailored ad campaigns that resonate with specific user groups.

Lastly, I’d suggest marketers to continually test and optimize their ad copy and landing pages. With SGE potentially displaying more dynamic search results, it’s important for PPC campaigns to stand out and catch user attention.


Aleksandra: Those are some valuable insights. Thanks for sharing, Dejana! Do you have any final thoughts on SGE and its potential impact on the digital marketing landscape?

Dejana: As with any innovation from Google, it’s essential to keep an open mind and be ready to adapt. The advent of SGE is no different. It’s definitely an exciting development, and I’m eager to see how it will shape the future of search and PPC.


And there you have it! A comprehensive look at how Google’s Search Generative Experience might impact PPC, straight from the expert herself. Stay tuned for more insights and discussions on the latest developments in SEO and digital marketing.

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