Google also mentioned in their announcement that having different types of information in AI Overviews can help alleviate the need for additional searches.
If that’s the case, we could see search trends or volume decrease over time, but it’s still too early to tell.
Serving ads in the AI Overviews section is an opportunity to introduce your brand and products earlier on during the customer journey, such as when they’re asking a question.
This can lead to better brand recall, keeping you top of mind in their decision making process.
Looking Ahead
It’s not clear yet how advertisers will be able to segment campaign performance by these new placements.
Since campaign types like Search, Shopping and Performance Max are automatically eligible to show ads in AI Overviews, it’s also unclear if they will be able to opt out of showing in certain places, like they can for the Search Partner Network, for example.
We have reached out to the Google Ads Liaison for more information and will update this story as more becomes available.