Google Officially Launches Ads in AI Overviews

Google has rolled out ads within its AI Overviews, a feature previewed at the 2024 Google Marketing Live event.

Key Highlights:

• Ads within AI Overviews are now accessible to mobile users in the U.S..
• Advertisers running Shopping, Performance Max, or AI-powered Search campaigns can now display ads in AI Overviews.
• This new feature offers advertisers the chance to engage with users earlier in their search journey.

After months of anticipation, Google’s launch of ads in AI Overviews is now live, allowing advertisers to connect with users at crucial moments. Initially announced during May’s Google Marketing Live event, the feature is now available for mobile users in the U.S.

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Early testing has shown that this ad format can effectively connect users with brands right when they’re searching for relevant information.

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How It Works: When a user conducts a search on Google, the AI Overview section will display ads alongside other relevant content such as articles or solutions related to the query. For instance, if a user asks a question, the AI Overview may present related Shopping ads along with helpful content. Ads within this section will continue to carry the "Sponsored" label to distinguish them from organic results.

Impact for Advertisers: Advertisers already using Shopping, Performance Max, or AI-powered Search campaigns are automatically eligible to have their ads appear in AI Overviews, with no additional action required. Given that AI Overviews are often the first results users see, this provides an excellent opportunity to capture audience attention early in their search process. As traditional ad placements may now appear further down the search results, securing visibility in AI Overviews will be vital, particularly during key decision-making moments.

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Google has also noted that including varied information in AI Overviews could reduce the need for additional searches, although the long-term impact on search volume remains uncertain.

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The inclusion of ads in AI Overviews gives brands a chance to reach potential customers earlier in their journey, leading to improved brand recall and influencing their decisions.

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Future Considerations: It’s still unclear how advertisers will be able to track or segment campaign performance for these new placements. Since ads from Shopping, Performance Max, and Search campaigns are automatically eligible for AI Overviews, it’s also unknown whether advertisers will have the option to opt out of specific placements.