Google clarifies where ads appear in AI Overviews
Google Ads confirmed that ads can appear either above/below or within AI Overviews, but not in both locations simultaneously.
Ads can appear either above/below or within Google AI Overviews, but not both at the same time.
“Your ad could trigger to show either above/below AIO or within AIO, but not both at this time,” Google Ads Liaison Ginny Marvin confirmed on X.
This was clarified after Senior Director of Marketing at Natural Intelligence Yoav Eitani asked whether ads triggered by broad match keywords in standard search campaigns are eligible to appear in AIO:
Why we care. As AI Overviews expand to more countries and Google tests AI Mode in the U.S., advertisers need to know exactly how ads will display in these evolving search experiences. Google’s new help document outlines these placements, clarifying that while exact and broad match keywords can trigger different placements, only broad match keywords can serve within AI Overviews.
The details. When both match types (exact and broad) are eligible to show above/below the AI Overview, the exact match will be prioritized in auctions. However, broad match is needed to be eligible for placement within the AI Overview itself.
What’s next. While Google has allowed for double-serving in some cases, don’t expect ads to appear in multiple positions at once within the AI Overviews. Advertisers will have to consider this limitation when planning campaigns around these AI-driven search features.
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