Google Ads Are Now Appearing in AI Overviews and Answers

Google is now integrating ads into its AI Overviews and Chat answers. How is Google determining which ads get shown when? Similarly to how the existing ads work, when someone asks Google AI a query related to your product or service, if it deems your ad relevant, it may appear above, below, or within the AI Overview. 

AI Overviews are those answers right at the top of the Google search page after you type in a query and Google determines that a generative AI response could be helpful. They are meant to help users quickly find information by gathering information from sources across the internet and condensing that information. 

So, if Google ads are appearing in these AI responses, the natural next question many advertisers have is *how* do you get your ads shown here? Well, it’s not as simple as paying to get into the AI answers or even opting in. In fact, you can’t opt out of serving ads in AI Overviews, nor can you directly target ad placements in them. Ads are eligible to show above or below the AI Overview in all markets where AI Overviews are available, but ads in the overviews themselves are only currently available for English ads in the US. 

Which ads are available in which places, you ask? Here’s the breakdown

Existing text, shopping, local, or app ads in search, shopping, performance max, or app campaigns are eligible to be placed above and below AI Overviews. 

Only text and shopping ads from existing search, shopping, and performance max campaigns are eligible to be shown within the AI Overviews. Additionally, in-overview ads are limited by subject matter. Currently, ads on sensitive topics like addiction, gambling, finance, and politics (to name a few) are not shown in AI Overviews.

Google is using its existing systems to determine which ads are shown where in response to queries. The best thing you can do to position yourself to get added to that list is to follow all the existing guidelines and keep up to date with your ad analytics. If your ads follow Google’s best practices and are relevant to both the query and the information in the AI Overview, you’re as optimized as you can be based on the current setup. 

Is this a game-changer for search ads, or just another feature you have to optimize for?

According to Google, their internal data shows that people have been finding the ads within AI Overviews helpful because they can quickly connect with relevant businesses, products, and services to take the next step at the exact moment they need them. However, Google Ads currently doesn’t offer segmented reporting for ads shown within Search AI Overviews, although they are reported as Top Ads. 

These ads are meant to get information to users faster with less scrolling by anticipating user needs and emerging questions to get your business in front of customers before they search for you directly, presenting your business as a clear next step for the searcher.

However, ads in AI Overviews are still in early stages. Google is still learning and considering what the future of reporting looks like for this experience. It’s new tech that’s constantly growing and changing. 

Final Tips + Takeaways

Optimize for AI Overview placement by targeting conversational, question-based queries. Think about what questions users would ask that could get them to your business.

Create landing pages with clear answers to the questions you’re targeting. AI favors relevance and clarity, not fluff. 

If you want your ads to be included, make sure you’re using the right campaigns and ad types to be eligible for the placement you’re after.