A new study has explored the impact of Google’s generative search experience on ads within Google’s SERPs.
Research conducted by SEO platform SE Ranking found that:
Regardless of the presence of the SGE snippet, ads appear more often at the bottom of search results. Ads at the top of the SERP accompany SGE snippets more often than shopping ads (carousels). Shopping ads (carousels) usually appear above the SGE snippet. Niches like fashion and beauty and e-commerce and retail are more likely to feature shopping ads.
Why we care Understanding the impact SGE has on Google SERP ads is crucial for businesses and marketers to make data-driven decisions for more effective marketing.
The study. SE Ranking examined 100,000 keywords in 20 niches, each with different intent and search volumes. The analysis provided information on how often Google provides AI-generated answers, length of content in the search generative experience (SGE), linking patterns, variations between niches, and ad placement.
the findings When there were SGE fragments with text (18,455), the study found:
Ads appeared in the first position 4,280 times (23.19%). Ads appeared at the bottom 6,499 times (35.21%). Shopping ads appeared in the form of carousels (as shown in the screenshot below) 2,660 times (14.41%). This means that in 5,016 cases (27.17%), no ads accompanied the SGE snippets with text.
Ad type. The study also looked at different types of ads combined with text-based SGE snippets. The researchers found:
Both shopping ads and ads at the top of the SERP accompanied SGE responses in 1,018 cases. Shopping ads appeared alongside text-based SGE snippets in 2,660 cases. In 3,262 cases, only ads at the top of the SERP appeared alongside text-based SGE snippets.
Carousel shopping ads. Carousel shopping ads can be placed above, below, or in the sidebar of the SGE snippet.
Advertisement placement. The study also looked at the most popular placement for shopping ads in SGE’s SERP. The data suggests a clear preference for shopping ads over the SGE snippet:
Shopping ads appeared above the SGE snippet 2,969 times (80.72%). In 502 cases (13.65%), shopping ads were placed below the SGE snippet. Shopping ads appeared in the sidebar 207 times (5.63%), making this the least common placement.
What SE Ranking says. A spokesperson for SE Ranking said in a statement:
“The main idea here is that we really have to stay on top of things. It seems like changes happen pretty much every day.” “This is very clear when we compare these results to a previous study we did. When we ran ours first round of SGE research by the end of 2023, the results showed that only 4% of keywords did not trigger an SGE snippet. This time, 12.3% of keywords did not trigger an SGE response.” “While this study has shed some light on Google’s AI-based responses, there is still a lot of uncertainty. We will keep an eye on the latest SGE developments and do more research to stay up to date.”
What Google says. Google’s SVP and CBO Philipp Schindler said during Alphabet’s 2023 fourth quarter earnings call:
“As we shared last quarter, ads will continue to play an important role in the new search experience, and we’ll continue to experiment with new formats native to SGE.” “SGE is creating new opportunities for us to improve people’s shopping journeys by showing relevant ads alongside search results.” “We’ve also found that people find ads above or below the AI-based overview useful as they provide useful options for people to take action and connect with businesses.”
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deep dive. Read the SE ranking report in full for more information.
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