Embracing AI Overviews in Paid Search

The way we search is rapidly evolving, transforming the entire search landscape. Users are no longer just typing queries into search engines; they are interacting with content in new, visual ways, such as using images, videos, and marked text in conversations. Tools like Google Lens, that already has 12 billion searches each month globally, and features like “Circle to Search”, that can help users identify items in a video or photo, are changing how people access and search for information. According to Google, this is due to the searches becoming longer and more complex. 

This shift is driving an entirely new customer experience, with paid ads becoming an integral part of the transformation. But how can marketers adapt to these new types of searches? A major component of this change will be AI Overviews in Google Search. 

How It Works and Where It Appears  

AI Overviews in Google Search provide users with concise, AI-generated summaries of the most relevant information related to their search queries. These summaries pull from multiple trusted sources to give users a clear and quick answer within the search results page itself. This means users no longer have to click through various websites to find the information they need. 

Google Search  

Integrated ads within AI Overviews ensure that paid search remains relevant in this new search experience. These ads are strategically placed above, below, or alongside the AI-generated content, making them directly relevant to the user’s query and the information displayed in the overview. 

For example, a user searching for “best foundation for oily skin” will see an AI Overview summarizing expert reviews, product recommendations, and skincare tips. Within this summary, ads for foundations tailored to oily skin will appear, offering direct purchasing options. Therefore, users can make faster decisions and potentially shorten the customer journey. While studies from the US and UK indicate this trend will mainly affect generic searches, medical and gambling queries are unlikely to see the same impact. 

Access and Benefits of AI Overviews 

Marketers aiming to succeed with AI Overviews should prioritize several key strategies. First, adopt broad match keywords to capture a wider range of relevant searches. Second, shift focus from traffic volume to value-based bidding to optimize conversions and return on investment (ROI).  Leverage AI-driven campaigns like Performance Max, which offer powerful tools for creative optimization. Finally, utilize a multi-faceted measurement approach to accurately track campaign effectiveness within the ever-evolving search landscape. 

Early data shows these changes lead to higher-quality clicks, increased website diversity, and effective ad integration. This means advertisers need to adapt to a landscape focused on user engagement and value rather than just traffic volume.  

Despite the benefits, there are important considerations. AI Overviews may limit data visibility, as tracking user behavior on the search results page becomes more challenging. Additionally, the structure and prominence of AI Overviews could intensify competition for certain searches. 

To thrive in the age of AI Overviews, marketers should: 

• Embrace broad match and value-based bidding: Capture evolving user intent and prioritize high-quality leads over sheer traffic volume. 

• Utilize AI-powered campaigns: Leverage tools like Performance Max and Demand Gen campaigns to reach users across Google’s entire ecosystem. 

• Prioritize comprehensive measurement: Implement diverse measurement methods across platforms to accurately track campaign performance and ROI in this shifting landscape. 

• Stay ahead of the curve: Prepare for the global expansion of AI Overviews by optimizing campaigns for this new format. 

If AI Overview seems like the right fit, you can start preparing for its launch in the North at the beginning of next year. 

And if you want to hear more now, then feel free to reach out to Senior SEA Strategy Specialist, Natalie Lopez at [email protected]