The much-anticipated Google AI Overview Ads are finally launching and will start appearing for mobile users in the U.S., as announced by Google today.
Five months ago, during the Google Marketing Live 2024 event in May, it was revealed that Google would begin testing this new AI Overview ad format. However, until today, these ads had not been spotted online (as far as I am aware).
Appearance of AI Overview Ads. The ads are displayed directly below the organic AI-generated answer in the AI Overview section. Based on an image provided by Google, they resemble a standard Shopping ad labeled as “Sponsored.”
Here’s what it looks like:
When ads will appear. A Google spokesperson clarified the types of queries that will trigger AI Overview ads and their placement:
- If a user’s query has a commercial aspect, such as searching for a relevant product or service, an ad may appear above, below, or within the response.
- Ads will be integrated into AI Overviews when they are pertinent to both the query and the information provided.
- For example, a query like ‘how do I get a grass stain out of jeans?’ might prompt AI Overview to offer several solutions, from using household items to commercial products like stain removers. Instead of a secondary search for the right product, relevant Shopping ads will appear within the AI Overview, enabling users to quickly and efficiently find the perfect solution.
How to appear in AI Overview Ads. Advertisers don’t need to take any additional steps for their ads to appear as AI Overview ads, according to Google:
- You can display ads in these formats with your current AI-powered Search ads, Shopping, and Performance Max campaigns without any extra actions required.
Furthermore, Google mentioned:
- Ads presented within the AI Overview will be search and shopping ads from ongoing campaigns that succeed in the auction and are relevant to the query and the AI Overview content.
No new reporting. Curious about the performance of your AI Overviews Ads? Unfortunately, there’s bad news. Google’s spokesperson noted:
- No segmented reporting is currently available for ads shown above, below, or within Search AI Overviews. Advertisers are advised to use the Search Terms Report as usual.
No way out. When asked whether advertisers could opt out of AI Overview Ads, Google’s response was:
- No. The company will continue to listen to feedback from advertisers and consumers to understand how Ads in AI Overviews can support information-seeking endeavors.
Why it matters. AI Overviews occupy prime real estate on Google’s search results, potentially leading to increased clicks, sales, and revenue for businesses.
However, since these ads are positioned lower (beneath an AI-generated answer) compared to the traditional location above organic search results, uncertainty remains about whether this placement might lead to a lower return on investment for advertisers (especially given the lack of reporting transparency).
Nonetheless, Google maintains (without providing data) that users find these ads “helpful.”
