Kinesso expands search function as brands adapt to new, AI-powered tools

The lines between search and social platforms are blurring and brands will need to shift their focus to broader thematic targeting, says Kinesso’s incoming search lead, Charlie Ransom.

Ransom, who joins the performance agency in the newly created role as national trading & operations lead, is tasked with addressing the shift in user engagement with search across all digital platforms, including paid and organic search, as well as content for AI Overviews - a growing feature within search engines.

“The traditional keyword-centric approach to search advertising is evolving,” Ransom told Marketing.

“AI-powered search engines are more sophisticated with longer-tail and image-based queries are on the rise. To adapt, brands will need to shift and focus on broader thematic targeting and consolidated account structures.”

For the past six years, Ransom has worked across innovative search best practice for Kinesso in the UK, where he earned his stripes working with Amazon, LV Insurance and Mattel to drive strategic planning, activation and innovation in the search space.

With TikTok, Meta, Pinterest, and Google driving an overlap between search and social platforms - and with 48% of Gen Z users favouring social platforms over traditional search engines - Ransom’s role will include developing integrated search and social campaigns to maximise reach and engagement.

“There will be a focus on developing integrated campaigns that seamlessly transition between search and social platforms, maximising reach and engagement. Using advanced analytics to measure cross-platform campaigns and optimise strategies.

He said AI Overviews present an opportunity for innovation to test and develop new strategies to how brands will appear in this fast-growing area of search.

Kinesso has created a tool that can read and score HTML, allowing them to “live test” and forecast how Google will respond before implementation.

Kim Kho, general manager of trading & global capabilities centre at Kinesso, said Ransom’s appointment comes at a time when the role of search is evolving rapidly, particularly as social platforms integrate more search features and AI reshapes traditional search strategies.

“Adding Charlie’s expertise to our team comes at a pivotal point in Kinesso’s evolution. Charlie’s innate ability to simplify the complex and tell stories from the numbers brings a unique skill set that will clearly benefit our clients,” Kho said.

Kho added that Ransom will play a critical role in aligning Kinesso’s OneSearch strategy and proprietary technology with client growth objectives, ensuring a seamless connection between AI advancements, search behaviours, and media investment.