Kayla is a Google Ads-certified PPC specialist who manages the FX ads accounts. When she’s not immersed in the world of advertising, she can usually be found reading, playing with her dogs, or playing a cozy video game.
tl;dr
Google is now showing ads in AI overviews for U.S. users on mobile and desktop. Previously, Google ads only showed in AI overviews on mobile devices.
Google recently announced that they will now show Search and Shopping ads in AI overviews on desktop devices, expanding from the previous mobile-only release. Google will also show ads in AI Mode.
This development marks the latest effort to integrate ads into AI-driven experiences. Previously, we discovered that Google was testing ads in AI chatbots, and marketers recently began speculating that ads might come to ChatGPT within the next year.
With the industry changing so quickly, marketers must continually stay updated, which is why we’re here to help. Keep reading to discover what Google ads in AI overviews mean for you and what you need to do to prepare.
Currently, Google is only showing ads in AI overviews in the U.S. However, Google has said they plan to expand the placements to additional English-speaking countries this year.
Advertisers using Performance Max, Shopping, and Search campaigns with broad match keywords are eligible to have their ads shown in these placements.
What will ads in AI overviews look like?
AI overviews are frequently shown at the top of the search results.
The overviews are designed to quickly answer a user’s query, with sources listed next to or below the answer.
These new ad placements mean ads can now show within the overviews, rather than only above or below them.
Google has said they’ll determine which ads to show based on relevancy to the search query and the AI answer. All ads will still be labeled as “Sponsored.”
Key considerations for marketers
Now that you know what Google ads in AI overviews might look like and whom they could affect, you might be wondering what this shift means for your campaigns. As you run ads in this rapidly changing search landscape, keep these considerations in mind.
Evolving visibility in the search results
The search engine results pages (SERPs) have changed—a lot. Where we previously saw ads at the top and bottom of the pages, now a quick scroll sometimes reveals ads above AI overviews, below them, in the middle of the page, and so on.
Google placing ads in AI overviews adds another layer to this evolution. Now, users might see ads within AI overviews as well.
While this development gives advertisers more opportunity to show up wherever users are engaging on the SERPs, I do fear that users might grow increasingly frustrated with the amount of ads they’re seeing. For some searches, ads dominate the SERP real estate. I wouldn’t be surprised if some users responded negatively to this influx.
Contextual placement and user engagement
However, Google’s announcement indicates that they will only show ads when it’s contextually relevant to the search and the answer. For example, if the AI overview suggests a particular product as part of its answer, then Google might show ads for that product.
This added context could help make ads more relevant to the users, which could, in turn, improve user engagement.
Transparency and advertiser control
A lasting concern with many of Google’s developments over recent years is advertiser control—or lack thereof. You might be wondering: with ads in AI overviews, how much control will you have over placements?
Expert insights from
Colton W.Lead Consultant at WebFX
“The increasing role of AI and machine learning in ad platforms means the traditional ‘levers of control’ are changing. You’re not truly ‘losing control’ of campaign optimization; rather, the method of control is evolving. The most effective strategy is to inject first-party data. By consistently providing information about your conversions, you’re teaching the system what you want to achieve, enabling the AI to optimize effectively on its own. This remains especially true with the new AI overview ad placements.”
While you shift the way you manage campaigns, you’ll want to ensure you’re following Google Ads best practices. We’ll cover some key steps to prepare for this change and any future changes that may come along below.
Reporting
Concerns about transparency also feed into questions about reporting. Will we be able to see how ads in AI overviews are performing relative to ads elsewhere in the SERPs?
How much visibility will we have into high-performing—and low-performing—keywords and search terms so we can adjust accordingly?
How to prepare for ads in AI overviews
As Google Ads rolls out this latest development, take time to prepare now. Follow these four key steps to ensure your campaigns are set up for success:
Audit your Google Ads campaigns: Which campaign types are you currently using? Do you have active Performance Max or Shopping campaigns? Check any broad match keywords you’re using and ensure you’re happy with them.
Optimize your campaigns: Take some time to ensure you’re following Google Ads best practices. Check your conversion tracking, product feeds, and audience targeting. Pause or modify any low-performing broad match keywords.
Test more conversational ad copy: If your ads could appear in AI overviews, you might want to test more conversational copy to help your ads better fit within the context. Just remember your ads can still be shown elsewhere, not only in AI overviews, so monitor accordingly.
Monitor your campaign performance: Click-through rates (CTRs) and conversion rates could shift as a result of these new placements. Keep an eye out for any unexpected dips in performance.
Get ready for the evolving search landscape
Google introducing ads in AI overviews is only the latest development in the evolving search landscape. In the coming years, I imagine we’ll continue to see more, broader-scale changes. To ensure your company is ready to ride the wave, invest in these key areas now:
OmniSEO™:OmniSEO™ is a holistic strategy designed to improve your visibility wherever users are searching, in traditional search results, AI search, and beyond.
Unified SEO & PPC: Organic search is changing rapidly, and investing in paid search alongside organic channels can help your business maintain a competitive edge.
Diversified marketing channels: In addition to investing in SEO and PPC, smart marketers will diversify their channels. Experiment with video marketing, email marketing, social media, or any other channels that could help you reach your audience.
A/B testing: With how rapidly the marketing environment is changing, the best way to know what performs well is through A/B testing. If you don’t have a rigorous A/B testing process in place yet, now’s the time to firm one up.
Unified reporting: As you diversify your channels and user journeys become more complex, having a “single source of truth” for your reporting becomes even more critical. Select a platform that can track conversions and revenue data from all channels.
Stay ahead of the curve with WebFX
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Kayla is a Google Ads-certified PPC specialist who manages the FX ads accounts. When she’s not immersed in the world of advertising, she can usually be found reading, playing with her dogs, or playing a cozy video game.
