The integration of AI Overviews into search engine results pages (SERPs) marks a significant evolution in how users interact with search. While the immediate impact on paid advertising channels isn't direct, these AI-powered summaries are reshaping the organic search landscape, presenting both challenges and novel opportunities for advertisers.
The Rise of Zero-Click Searches
AI Overviews, generated from structured data across various source websites, aim to provide concise, consolidated answers directly within the SERP. This has led to a notable increase in "zero-click searches" where users find sufficient information in the overview and do not click through to a source website.
Our analysis of client organic performance reveals a prevailing trend: many accounts have experienced increased reliance on paid channels over the past year. This trajectory is likely to persist in the short term, until a greater proportion of consumers initiate their searches directly within AI models like ChatGPT, Gemini, or Perplexity.
Nuances of AI Overviews and User Behaviour
While the rise of zero-click searches is undeniable, several nuances are important to consider:
Top-of-funnel and question-based queries are most susceptible to zero-click behaviour, as these are often in categories where paid results are not typically displayed.
Despite their increasing prevalence, they don't always satisfy all user needs. Some users will still click through to source websites, particularly when seeking more in-depth information or verification.
Understanding which domains appear in AI Overviews is critical, as this can reveal strategic opportunities.
We've observed that while zero-click searches are increasing, a substantial portion of traffic still flows to websites either featured within the overviews or listed in traditional organic results.
A New Tactic: Leveraging AI Overview Data for Targeted Advertising
At Clean Digital, we are currently monitoring hundreds of key search terms and their associated overviews for our clients, gathering extensive data on which domains are appearing, their frequency, and the diversity of unique domains involved. This ongoing analysis forms the basis for a compelling new advertising tactic.
By categorising search terms into specific themes, we can quickly identify where non-zero-click traffic is likely to be directed. Assuming these domains are targetable, this intelligence allows us to create highly effective placement lists for display or native advertising campaigns.
The key advantage of this approach lies in its dynamic nature. Continuously scraping search data and monitoring which sites populate these overviews ensures that these placement lists remain up-to-date. This also provides a competitive edge as more websites optimise their structured data to enhance their own visibility and inclusion in AI Overviews.
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FAQs
How do AI Overviews impact user search behaviour?
AI Overviews lead to an increase in zero-click searches by providing users with direct answers on the search engine results page. This means fewer users may click through to the original source websites, especially for top-of-funnel or question-based queries.
What can advertisers do to benefit from AI Overviews?
Advertisers can leverage the data from AI Overviews to enhance their advertising tactics. By analysing which domains frequently appear in AI Overviews, advertisers can create targeted placement lists for display or native advertising campaigns, ensuring their campaigns are reaching the right audience even without direct clicks from organic search results.
Will AI Overviews replace the need for paid advertising?
AI Overviews do not eliminate the need for paid advertising. Many users still click through for in-depth information or verification, and advertisers can utilise insights from AI Overviews to inform and refine their paid advertising strategies for maximum impact.
