Google Integrates Ads into AI Overviews and Lens Search Tools
Google has announced that brands will now have the opportunity to showcase advertisements within AI Overviews, the natural language summaries crafted by its search engine for specific queries.
This update is part of a comprehensive product refresh unveiled by the tech giant. Not only AI Overviews but also Lens, a unique tool designed to assist users in recognizing objects in images, will see enhancements. Additionally, several other search-related features are on course for revamping.
Initially launched last year, Google’s AI Overviews present answers to certain search queries through natural language responses that are featured above regular search outcomes. Depending on the nature of the query, these responses can extend to several paragraphs, accompanied by citations from the original information sources.
With the latest update, Google is refining the AI Overviews interface to showcase citations more prominently. According to Google’s head of Search, these changes have resulted in increased traffic to the associated websites.
For mobile users in the United States, AI Overviews will now incorporate ads positioned below the AI-created text and citations. These ads will appear when they are relevant to both the query posed and the subsequent response. For example, if you query how to debug Python scripts, the AI Overviews might suggest certain development tools can automate aspects of the process. Companies offering coding assistants can then place advertisements under the AI-generated suggestion. Google has introduced an ad format for these AI Overviews that features multiple promotions within a scrollable carousel.
The Lens tool is also receiving an interface update. Known for its prowess in computer vision, Lens resides in Google’s mobile application and can accurately identify objects within images. Its functions extend to tasks such as translating text from street signs.
Approximately 20% of all Lens searches are oriented towards shopping, as recently highlighted by Google. When users identify a product they are interested in purchasing, they can photograph it, allowing Lens to find offers from various e-commerce platforms.
Google is currently enhancing the search outcomes that Lens provides for shopping-centered queries. The new results page will offer reviews on the products showcased in images, alongside pricing details and a compilation of stores stocking the item. Towards the end of the year, this page will also begin to display advertisements.
Existing AI-driven Search ads, as well as Shopping and Performance Max campaigns, can seamlessly integrate into these new experiences without additional setup.
Beyond online shopping, the Lens refresh aims to augment user interaction by incorporating voice command capabilities. This will enable users to refine the photo-related information delivered by Lens by directly asking questions. Furthermore, Lens is slated to include the ability to generate explanations about objects in video content as well.
These updates to AI Overviews and Lens are part of a series of broader product enhancements Google plans on implementing. Circle to Search, a search feature on Android, will gain the ability to identify songs for users. Concurrently, a novel type of search results page, enriched with AI-curated content, will debut, initially targeting cooking-related queries.
By incorporating these advancements, Google is poised to enhance the search experience by seamlessly blending advertisements, detailed product information, and intuitive user interactions through AI-driven interfaces.
