AI Overview Ads Launch on Mobile
In a further push to enhance user experience and monetize AI-driven searches, Google has officially launched AI Overview ads on mobile in the U.S. This update brings the new format to users' smartphones, where ads appear directly below the organic AI-generated answers.
For advertisers, this new positioning raises both opportunities and concerns. Traditionally, ads are placed above organic search results, giving them prime visibility. However, with AI Overview ads appearing beneath the generated answers, there is a concern that users may not scroll down far enough to engage with these ads. While occupying this space on the page is still valuable, questions remain regarding the potential effectiveness of this placement compared to more prominent ad spots.
One of the key points clarified by Google is that advertisers don't need to take any additional actions to have their ads appear in AI Overviews. According to the company, AI Overview ads are automatically generated from existing campaigns, including those from
Search, Shopping, and Performance Max campaigns. If an ad can win the auction and is relevant to the user’s query, it will be served within the AI Overview response.
Google’s spokesperson explained, “You can show ads in these experiences with your existing AI-powered Search ads, Shopping, and Performance Max campaigns. There’s no additional action required.”
For businesses, this means that they can benefit from AI Overview ad placements without restructuring their current advertising strategies or launching new campaigns. As long as their ads meet the relevancy criteria and win the auction, they’ll be seamlessly integrated into the AI-driven search results.
Limited Reporting for AI Overview Ads
While advertisers might appreciate the simplicity of the process, one downside is the lack of detailed reporting. Google has confirmed that advertisers won’t receive segmented reporting specific to ads shown within AI Overviews, making it difficult to measure their performance in these placements.
Advertisers are left to rely on the traditional
Search Terms Report, which provides insights into how their ads are performing overall but lacks specific data on ads within AI Overviews. Google’s spokesperson commented, “We are currently not offering segmented reporting when ads show above, below or within Search AI Overviews. Advertisers can consult the Search Terms Report, as usual.”
For advertisers who want more precise data about how their ads are performing in this new format, this lack of transparency may prove frustrating. Without clear insights into click-through rates, conversions, or return on investment (ROI) from these AI Overview placements, it will be harder to determine the effectiveness of these ads.
No Opt-Out Option for AI Overview Ads
One question raised by advertisers is whether they can opt out of AI Overview ads. The answer from Google is a firm "no." The company is currently integrating this new ad format across the board, with no option for advertisers to exclude their ads from appearing in AI-generated responses.
While this could be a point of concern for some, Google emphasized its commitment to gathering feedback from
both advertisers and consumers to refine the experience and ensure that AI Overview ads serve users' needs effectively. The goal is to make these ads beneficial in the information-seeking journey of users, while also offering value to businesses.
Why This Matters for Advertisers
AI Overviews are positioned in the most prominent space within Google’s search results, making them a prime target for ad placements. Businesses that appear in these slots could potentially see increased clicks, sales, and revenue. However, the positioning of AI Overview ads—especially on mobile—has sparked debate.
Since AI Overview ads now appear beneath the AI-generated answers, rather than in the traditional top-of-page placement, some advertisers worry this could negatively impact their ROI. Without segmented reporting to track the effectiveness of these ads specifically, it will be challenging to know if the new placement is yielding the desired results.
Moreover, as these changes continue to unfold, the broader implications for digital marketing strategies will likely evolve, especially as AI continues to shape the search experience.
