Flashspoter - Google is again expanding ad serving trials in AI Mode, a chatbot-based search feature driven by Gemini. A number of SEO practitioners report that ads are starting to be seen at the bottom of AI Mode results, especially on local queries like HVAC services and plumbing repairs. The findings mark the latest in a series of experiments by Google, which announced plans to bring ads to its AI overviews experience in May.
Although some observers call this appearance a “first time”, Google insists that ad serving in AI Mode is already part of an internal trial that lasted for several months. The company also said it has no plans to expand ad serving to more users in the near future.
How ads appear in AI Mode
From various observations, ads that appear in AI Mode are marked with the label “Sponsored”. The visual Format resembles AI-generated recommendation elements, but still adheres to Google's standard ad tagging. Sometimes, ads show up as a list of local recommendations, including the business name and the services offered.
What is worth mentioning here is that these advertising positions do not change the delivery of organic content. So far, Google appears to be keeping its AI-generated organic links a priority, with ads placed in lower positions. Still, the position is considered strategic as it is an area that users frequently use to ask follow-up questions.
Ads integration in AI Overviews
Google previously made it clear that ads can appear above, below, or within AI Overviews. This is true in more than 200 global markets, as long as AI Overviews are available on those queries. As for the region of delivery within AI Overview itself, it is currently only available in English in the United States, both for desktop and mobile devices, with plans to expand to other English-speaking countries.
Eligible campaign types include Search, Shopping, Performance Max, and App Campaigns. Google uses a combination of user query signals as well as AI-generated content to determine ad relevance. In other words, ads only show when there is an indication of commercial intent and the ad quality meets delivery standards.
Examples of context-based relevance AI
To illustrate, a query like “Why does my pool water turn green and how do I clean it” may not seem like a commercial query. However, AI Overview can identify pool maintenance contexts that could potentially give rise to the need for tools such as pool vacuums. In these situations, ads for related products may still be displayed if they are relevant to the context in which they are shown.
Guidelines and strategies for advertisers
Google recommends using AI-based targeting solutions such as broad match or keywordless targeting through AI Max, Performance Max, or Dynamic Search Ads campaigns. With this method the system is able to understand complicated queries which might not be the direct target of the advertisers. Also, the utilization of smart bidding supports the giving of your ads in those instances which are only relevant to the achievement of your campaign's performance goals.
In the case of Shopping Ads, Google is stressing that it is very important that the feed should be accurate and updated not only in product information but also in the price, promotion, delivery policy, and the completeness of the visual assets like pictures and videos.
Still early stage, no opt-out option
Google said that a Special Report feature to show ad performance in AI Overviews is not yet available. Currently, all of these views are listed as "Top Ads". No feature exists for advertisers to directly select the placements for their ads, and also, one cannot choose not to have ads served within AI Overviews.
Still, according to Google, the company considers the feature to be at a very initial stage of its lifecycle and is waiting for the users’ behavior data before making any further decisions.
Sources: Engadget, Google Support, PCMag.
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