Google has introduced a new help document titled About Ads and AI Overviews along with a landing page linking to Ads in AI-Powered experiences. This document explains how AI Overviews in Google Search help users quickly find and understand information from multiple sources, especially for complex queries where generative AI is useful.
Ads Placement in AI Overviews
Ads can appear above, below, or within AI Overviews on Search, enabling advertisers to reach users during new exploration moments. Ads above and below AI Overviews are available in over 200 markets, following Google's existing auction ranking system. Text, shopping, local, or app ads from Search, Shopping, Performance Max, and App campaigns can show in these positions.
Ads within AI Overviews are currently available in English in the US on mobile and desktop, with plans to expand to other English-speaking countries. These ads consider both the user query and the AI Overview content for relevance. Eligible ads include Text and Shopping ads from Search, Shopping, and Performance Max campaigns.
Benefits of Ads in AI Overviews
- Shorten the path from discovery to decision: Ads appear in responses that increase user satisfaction by helping consumers find information faster.
- Be the clear next step: Ads match both the user query and AI Overview context, positioning businesses as the immediate next step.
- Connect in new moments of untapped intent: AI Overviews decode complex user needs, allowing ads to meet customers in previously inaccessible, highly relevant moments.
Google’s internal data from 2024 shows users find these ads helpful as they quickly connect with relevant businesses, products, and services at the right moment.
How Ads in AI Overviews Work
AI Overviews trigger on complex queries without a single right answer, where information from multiple sources is useful. Ads show on a subset of these queries when commercial intent is detected and quality, relevant ads are available. Ads must be relevant to both the user query and the AI Overview content.
For example, a search like “why is my pool green and how do I clean it” may show an AI Overview with cleaning tips. Even if the query is not directly commercial, Google detects potential commercial intent and may serve ads for “pool vacuum cleaners” to help users take the next step.
Best Practices for Ads in AI Overviews
Since AI Overviews target complex queries that advertisers may not directly target, Google requires AI-powered targeting solutions such as:
- Broad match on Search campaigns
- Keywordless targeting via Performance Max, AI Max for Search Campaigns, or Dynamic Search Ads
These methods help match ads to relevant user intent based on both the query and AI Overview content.
Advertisers are encouraged to use Google’s AI-powered solutions like smart bidding and invest in high-quality website creatives. Broad match or keywordless targeting ensures comprehensive keyword coverage for varied searches, while smart bidding optimizes ad serving aligned with performance goals.
For shopping ads, retailers should:
- Keep product feeds updated with accurate descriptions, pricing, promotions, shipping, returns, and other attributes.
- Regularly verify feed information to maintain effectiveness as Google AI evolves.
- Provide sufficient, high-quality, and diverse images and videos to support enhanced ad units.
This new integration of ads within AI Overviews offers advertisers fresh opportunities to connect with users during their discovery journeys on Search.
