AI OVERVIEWS MAY BE AFFECTING SHOPPING AD CTR AND IMPRESSIONS

Summary from the TLDR Marketing newsletter

Shopping ad CTRs are rising while impressions are falling across thousands of campaigns, with clicks relatively flat or slightly down. One hypothesis is that Google's AI Overviews are appearing on queries less likely to generate ad clicks, leaving Shopping ads for higher-intent searches. The data doesn't prove AI Overviews are causing the decline, but advertisers should look beyond CTR and track impressions, clicks, and overall traffic to understand whether performance is actually improving.