Pros and cons of Google’s AI overviews for B2B search marketing

There is no doubt that any user who has made a search on Google in recent months has not seen the new AI overview feature. This is the replacement and enhancement of Search Generative Experience (SGE). At first glance, it is a beneficial feature that allows a user to receive a quick generated response in seconds. However, there are those who are skeptical of this new implementation, as it has the chance to completely change the course of how search is viewed and utilized. 

What is it? 

Google AI overviews are meant to serve as a fast, simplified way of providing answers within seconds. They appear at the top of the page and take information from multiple sites to provide one clear, concise answer so users do not have to take the added time to find what they are looking for. It has simplified search by utilizing Artificial Intelligence (AI) technology, further emphasizing the path toward an AI future. Not only does this feature simplify the search process, it now offers planning capabilities and allows visitors to create plans that best serve them. Another advancement is searching by video rather than typing out questions that may be challenging to describe. Another key part of this new implementation is that it cannot be turned off, yet there are workarounds for avoiding it.

Helpful or harmful? 

Considering the pros and cons is valuable when looking at Google’s newly implemented AI overview feature. The average user will look at this as a means of simplifying the overall user experience. Meanwhile, those who rely on website visits to stay in business view it as AI taking over their job, a concern among thousands of those in the field, especially in marketing, advertising, and news. As paid search specialists, what does this mean for us? More importantly, what does it mean for our clients and measuring performance? 

• Helpful: 
  • Find answers quickly with links to a variety of different content. It simplifies the search process, guiding users in the right direction of what they are looking for without having to take the time to do extensive online research.
  • Search and shopping ads are being tested to be included in the AI overview, meaning if an ad is showing in the overview it will have a far more reach and likelihood of being clicked on.
  • Search marketers can learn from the “AI Essentials” feature in Google Ads, but should consider the recommendations with their unique strategy and goals in mind.
  • Users can create detailed plans using the AI-generated information, potentially improving user engagement and satisfaction.
  • AI overviews can enhance the user experience by providing a broader perspective on a topic, summarizing diverse viewpoints from multiple sources. 

• Harmful:
  
  • Most ads are now being placed under the AI overview, which can significantly interfere with the average user seeing the ad.
  • Depending how AI overview is utilized, it could negatively affect businesses who rely on ads as a source of revenue.
  • CTR’s will see significant impacts as well as the number of ad clicks/impressions. If the ad is not showing in the AI overview, it can be overlooked by online users.
  • Organic search traffic may decrease for content creators and businesses whose information is summarized by the AI overview without necessitating a click-through.
  • The feature might foster over-reliance on AI-generated summaries, potentially reducing users' critical engagement with content. 

Getting ahead is the number one priority for any marketing business, especially in paid search. Switching the tone of ad copies or implementing new keywords are just some of the measures that can be taken to get a step ahead of AI. It is also essential to stay on top of what KPIs will be affected, as measuring success could be seen through a new lens. Staying proactive with these strategies can not only help combat the AI overtake, but also help maintain a competitive advantage. 

AI overview and the continuing advancements of AI technology are here to stay. What we choose to do with these new implementations as paid media specialists can be hit or miss, depending on which route is taken. Adjusting to the ever-changing trends and taking advantage of the new AI technology is essential to stay afloat in this industry. 

Power in partnership  

Partnering with a knowledgeable provider can offer significant benefits in navigating these changes. A trusted partner can help you understand and adapt to the AI overview feature, optimize your ad strategies, and stay ahead of evolving search trends. They can provide the expertise and tools necessary to ensure your business remains competitive, effectively leveraging AI advancements while mitigating potential drawbacks. With the right guidance, you can turn these technological shifts into opportunities for growth and success in the ever-changing digital landscape.