Google Ads has entered chat, namely the conversational chat of Google Search Generative Experience (SGE).
Following the AI-powered improvements announced at Google I/O earlier this month, Google gave advertisers a slightly more accurate picture of SGE’s ad plans today at Google Marketing Live:
Google is experimenting with directly integrating search and shopping ads within the AI snapshot and conversation mode.
There will also be experimentation with newer native formats that leverage generative AI to create personalized ads in the user journey.
how it looks Just two weeks ago at Google I/O we saw ad units living above the SGE experience in a different colored section that was clearly labeled as “Sponsored”. The new ads will have a bold “Sponsored” ID, but will be mixed in with the results provided in the conversational chat.
For example (cover your SEO eyes), Google shows a sponsored listing as the top result for a conversation query of [hiking backpack for kids]:
Google has not yet disclosed any SGE ad metric data (eg CTR) as it is still an experiment. Also, at this early stage, there is no way to turn ads on or off on SGE.
Why we care This move is likely to please advertisers while also upsetting those looking for more organic traffic. The implementation at Google I/O seemed slightly disjointed, with the ad results up and away from the chat. Still, we’re starting to see a fuller picture of not just what SGE will be and how Google can monetize it by bringing ads into chat natively.
The views expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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