In the ever-evolving world of digital marketing, staying ahead of trends like Google’s AI Overviews is crucial for advertisers aiming to secure prime real estate on the search engine results page (SERP). Today, we’re thrilled to sit down with Anastasia Braitsik, a global leader in SEO, content marketing, and data analytics, whose expertise has helped countless brands navigate the complexities of paid search and search engine optimization. With AI reshaping how ads are positioned, Anastasia offers unparalleled insights into industry-specific challenges, device-driven visibility issues, and innovative strategies to outmaneuver AI dominance. Our conversation dives into how sectors like Travel, Healthcare, and Gaming are adapting, the impact of mobile screens on ad placement, the surprising power of long-tail queries, and actionable tips for crafting compelling ad copy in this new landscape.
Can you explain why industries like Travel and Retail are securing ad placement above AI Overviews more than 75% of the time, and what strategies they might be employing to maintain that edge?
Absolutely, it’s fascinating to see Travel and Retail consistently outperform in this space. These industries are likely capitalizing on their ability to align with high-intent, transactional queries where users are primed to click and buy, rather than just seek information. They’re probably using hyper-targeted ad copy with strong calls-to-action—like “Book Now” or “Limited Sale”—that grab attention before AI Overviews can dilute focus. I recall working on a campaign for a travel client where we honed in on dynamic pricing in ads, reflecting real-time deals. By pairing this with aggressive bidding on branded and destination-specific keywords, we saw a 20% lift in click-through rates (CTRs) even when AI Overviews were present. It’s about creating urgency and relevance that AI summaries can’t replicate, and these sectors seem to have mastered that balance. Honestly, it’s a bit of a thrill to see an ad pop up above that AI box—it’s like winning a mini-battle every time!
What’s behind Healthcare ads appearing below AI Overviews 64.6% of the time, and how have you seen this play out in real-world campaigns?
Healthcare’s struggle with visibility is largely due to Google prioritizing “expert” information over commercial content in this space. Searches in this vertical are often high-stakes—think symptom checks or treatment options—so Google pushes AI Overviews to the top to provide comprehensive, neutral answers, relegating ads to the lower folds. I’ve seen this firsthand with a client in the telemedicine sector; their ads for urgent care services were buried under lengthy AI summaries about symptoms, even with strong ad rank. It was frustrating to watch potential patients scroll past without ever seeing the ad, and we noticed a sharp drop in CTRs—sometimes by nearly 30%. A workaround we implemented was focusing on hyper-localized campaigns with geo-specific keywords, aiming to capture niche intent that AI might not fully address. It’s not a perfect fix, but it helped reclaim some visibility, and honestly, it felt like a small victory to see those ads creep back up on certain queries.
Gaming shows a 50/50 split for ad visibility above AI Overviews—how are advertisers in this space adapting to such unpredictability, and what specific approaches have worked?
Gaming’s volatility with a 50/50 split reflects how dynamic and varied search intent can be in this industry, swinging from casual browsing to urgent purchases. Advertisers are likely leaning into real-time bidding adjustments and machine learning tools to adapt on the fly, tweaking budgets and bids based on immediate SERP feedback. I’ve advised clients to use automated rules in platforms like Google Ads to increase bids during peak engagement hours when visibility odds might tip in their favor. One memorable campaign for a mobile game launch saw us pivot to micro-targeting fan communities with tailored ad extensions like in-game offers. Despite the coin-flip odds, we flipped a dismal initial placement into a consistent “above” position for key terms, boosting impressions by 15% over a weekend. It’s like playing a high-stakes game yourself—every adjustment feels like rolling the dice, but with data on your side, you can stack the deck.
Mobile screens seem to pose a significant challenge for ad visibility, especially in Automotive where ads drop below AI Overviews nearly half the time. What hurdles do these smaller screens create, and how have you tackled them?
Mobile is a brutal battlefield for ad visibility because of the limited SERP real estate—there’s just no room to compete with a sprawling AI Overview that hogs the top of the screen. In Automotive, where ads already fall below nearly 50% of the time on mobile, users often don’t scroll far enough to even see the ad, slashing CTRs dramatically. The tiny viewport means every pixel counts, and an AI box can feel like a giant roadblock. I’ve worked on campaigns where we countered this by optimizing for mobile-first ad formats, like call-only ads for dealerships, encouraging direct taps over scrolling. One time, for a regional car sales client, we saw a 25% uptick in direct calls after refining mobile ad copy to be ultra-concise—“Test Drive Today!”—and pairing it with location extensions. It felt like finally clearing a jammed highway; suddenly, we were connecting with users again despite the cramped screen.
The data shows a huge jump in Automotive ad visibility above AI Overviews from 21.9% to over 74% at four-word queries. Why do longer queries give such an advantage here, and how would you leverage this?
Longer queries in Automotive, around four words or more, often signal a user deeper in the decision funnel—think “best family SUV under 30k”—where intent is more specific and AI Overviews might not fully satisfy with generic info. This creates a window for ads to shine by addressing precise needs that AI summaries can’t match. The jump to over 74% visibility suggests Google is less likely to prioritize AI content over ads when the query implies a transactional intent. My approach would be to build out long-tail keyword lists focusing on model-specific or feature-driven phrases, then pair them with tailored landing pages. I remember a campaign where targeting phrases like “used Toyota Camry near me” flipped our visibility from buried to dominant for a local dealership, driving a 40% increase in showroom visits. It’s like finding a hidden path through a crowded market—you just have to know where to look, and the reward is connecting directly with ready-to-buy customers.
In Gaming, visibility above AI Overviews shifts dramatically from 0.0% for 1-2 word queries to 100% for 7-9 word ones. What drives this extreme change, and how would you capitalize on it?
This stark contrast in Gaming comes down to search intent and SERP competition. Short 1-2 word queries like “best games” are broad, often triggering rich SERP features or organic results that shove ads below AI Overviews every time, hitting that 0.0% visibility. But longer 7-9 word queries, like “best multiplayer strategy game for PS5 2023,” reflect niche, research-heavy intent where ads can dominate with precise targeting, securing that 100% visibility above AI. To capitalize, I’d dive deep into long-tail keyword research, using tools like Google’s Keyword Planner to uncover these specific phrases, then craft ad copy with exact match offers or reviews. I once helped a gaming accessory brand target queries like “wireless controller for Xbox Series X cheap,” and we saw ad placements consistently at the top, driving a 35% spike in sales over a month. It’s incredibly satisfying to turn a niche query into a goldmine—it’s like solving a puzzle where every piece clicks perfectly.
The research suggests using transactional hooks like deals or scarcity in ad copy to stand out from AI Overviews’ generic tone. How do you craft messaging that breaks through, and can you share a memorable example?
AI Overviews often lack the emotional pull or urgency that a well-crafted ad can deliver, so leaning into transactional hooks is a powerful way to differentiate. I start by pinpointing what drives immediate action—whether it’s a discount, a countdown like “24 hours left,” or exclusivity like “limited stock.” Then, I layer in brand personality with trust signals, like “rated 5 stars by 10,000 customers,” to make the ad feel human and urgent against AI’s sterile summaries. I’ll never forget a retail campaign where we used “Flash Sale: 50% Off—Ends Midnight!” for a clothing line. We saw CTRs jump by 18% because it created a palpable sense of “I need to act now” that no AI blurb could match. It’s like shouting in a quiet room—you’ve got to be bold and direct to grab attention, and when it works, the rush of seeing those clicks roll in is unbeatable.
With AI Overviews frequency on the rise, regularly auditing profitable keywords is recommended. How should marketers approach this to track visibility shifts, and what’s a key insight you’ve uncovered from such an audit?
Auditing keywords in the age of AI Overviews is critical to stay ahead of visibility swings, and I recommend starting with a structured, data-driven process. Begin by pulling reports from your ad platform to compare ad position metrics week-over-week, focusing on keywords driving high revenue or impressions, and use tools like Google Ads’ Search Terms Report to spot trends in AI interference. Segment by device and query length to see where losses are heaviest, then cross-check against competitor activity if possible. I’ve found scheduling these audits bi-weekly keeps you nimble. Once, during an audit for a financial services client, we discovered a set of mid-funnel keywords slipping below AI Overviews on mobile, costing us a 22% drop in leads. By reallocating budget to long-tail variants and tweaking bids, we regained top spots within days—it was like finding a leak in a boat and patching it just in time. That moment of clarity felt like a wake-up call; without the audit, we’d have kept bleeding revenue.
Looking ahead, what is your forecast for the impact of AI Overviews on paid search strategies in the coming years?
I believe AI Overviews will continue to expand, potentially covering even more commercial queries, which could squeeze ad visibility further across industries if marketers don’t adapt. We’re likely to see Google refine how these summaries integrate with ads, possibly testing new formats or placements that balance user experience with advertiser needs, but that’s a double-edged sword—it could either help or hurt depending on the execution. I expect a stronger push toward hyper-personalized, intent-driven campaigns as the only way to consistently outpace AI’s dominance, with tools leveraging real-time data becoming non-negotiable. The next few years will be a proving ground; those who master granular visibility tracking and creative agility will thrive, while others risk fading into the background. It’s a bit daunting, but also exciting—like standing on the edge of a new frontier in digital marketing, ready to chart the path forward.
