Google has officially introduced a new advertising format within its AI Overviews feature. This significant development, first showcased at the 2024 Google Marketing Live event, is now available to mobile users in the United States.
How does it work? When a user searches for something on Google, they’ll see a new ad format displayed alongside other relevant information in the AI Overviews section. These ads are clearly labeled as “Sponsored” to distinguish them from organic content. For advertisers already running Shopping, Performance Max, or AI-powered Search ads, their campaigns are now eligible to appear in these placements without any additional setup.
This presents a unique opportunity for marketers to reach their audience earlier in the customer journey. As AI Overviews are often the first thing a user sees after searching, it’s a prime location to capture attention and create brand awareness. With other ad types potentially being pushed further down the page, securing prominent placements in AI Overviews becomes increasingly important.
Google also suggests that the diverse information within AI Overviews could reduce the need for additional searches, potentially leading to a decrease in search volume over time. However, it’s too early to determine the full impact on search trends.
The ability to serve ads in AI Overviews offers a chance to introduce your brand and products at an earlier stage of the customer decision-making process. This can enhance brand recall and keep your business top of mind.
While the specific details of how advertisers can segment campaign performance by these new placements remain unclear, the opportunity to reach users at the very beginning of their search journey is undeniably exciting. As Google continues to evolve its AI capabilities, it’s likely that the advertising landscape will adapt accordingly.