For years Paula Thompson, vice president of client strategy at the US digital ad agency Optimal, has been helping Plunge sell baths to soak in chilling water by buying ads on Google search and Microsoft Bing. The ads appear atop results for searches such as “ice bath” and invite users to “Buy our cold plunge today” or “Experience the cold plunge difference.”
But as Microsoft put an AI spin on its search engine, the tub maker’s ads on Bing now invite users to “learn about the benefits of cold plunging” or “learn about the exclusive benefits of Plunge,” according to Thompson. They direct to informational material, not the purchase pages
→ Continue reading at WIRED
