Google launches AI search ads

Google at its annual conference on Wednesday announced that it will bring advertising to two of its latest AI features, broadening the surface area in which contractors can reach new customers. 

The big picture: “AI is expanding what’s possible. People are asking more queries, sometimes more specific queries. They’re telling more about what the intent is, which allows us to do more useful ads,” said Liz Reid, Google’s head of Search. 

What’s happening: The company will start displaying ads in ‘AI Overviews’ — the quick summaries that appear above traditional search results — on desktop computers in the U.S. this week. These ads have been running on mobile phones since October. 

• “As people use AI Overviews, we see they’re happier with their results, and they search more often,” the company wrote in a blog post. “This can create more opportunities for advertisers.”
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Zoom in: Google has also begun testing ads within what it calls ‘AI Mode,’ its answer to ChatGPT that launched on Tuesday, which allows consumers to ask in-depth questions and follow-ups, and receive conversational responses. 

• “For example, someone may use AI Mode to search ‘how to build a website for a small business with limited resources,’” the company explained. 
• “In some cases, a website builder might be a good next step, so we may show a helpful ad that can help them get started,” it added.
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What now: Google clarified that advertisers already running search campaigns with “broad match” — the default setting when creating new campaigns — are automatically eligible to have their ads appear in both AI Overviews and AI Mode. 

• But, but, but: At the moment, advertisers won’t be able to measure performance specific to either feature, nor opt out, according to news site Search Engine Roundtable. 

The bottom line: “Advertising has experienced many big shifts, and this moment is no different,” the company said. “The future of advertising fueled by AI isn’t coming — it’s already here.”