On May 14, Google announced the introduction of AI-generated overviews in its Search function, following a period of testing as part of the Search Generative Experience (SGE) preview. Now, the tech giant has revealed plans to incorporate sponsored ads directly into these generative overviews. This announcement came after a marketing session where Google detailed how advertisers could leverage AI-integrated Search.
For context, AI overviews offer a concise summary generated by artificial intelligence at the top of the Search results page, providing users with a quick understanding of the topic and relevant links to explore further. Google stated that links included in AI overviews receive more clicks compared to traditional web listings for the same search query. Moreover, during the testing phase, users found ads displayed above and below the overview to be beneficial. Therefore, Google will begin testing shopping ads within AI overviews.
Google has announced that ads from existing Search, Performance Max, and Standard Shopping campaigns will have the opportunity to appear within the AI overview, clearly labeled as “Sponsored.”
According to a report by the Financial Times last month, AI overviews cost Google more than traditional search results due to the significant computing resources required for generative AI. Additionally, concerns were raised by many online publishers who rely on Google Ads for website traffic, fearing a decrease in visitors as information is presented directly in the search results. By integrating paid ads within AI overviews, Google may address both of these issues.
AI overviews are currently being rolled out for users in the US and will soon be available in other regions. Similarly, Google intends to initially test ads for AI overviews in the US before expanding to other regions.