{"id":746291,"date":"2026-09-07T22:25:18","date_gmt":"2026-09-07T19:25:18","guid":{"rendered":"https:\/\/buradabiliyorum.com\/en\/ai-overviews-may-be-affecting-shopping-ad-ctr-and-impressions\/"},"modified":"2026-09-07T22:25:18","modified_gmt":"2026-09-07T19:25:18","slug":"ai-overviews-may-be-affecting-shopping-ad-ctr-and-impressions","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/ai-overviews-may-be-affecting-shopping-ad-ctr-and-impressions\/","title":{"rendered":"AI Overviews may be affecting Shopping ad CTR and impressions"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_89 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6af49568b4d4c\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6af49568b4d4c\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/ai-overviews-may-be-affecting-shopping-ad-ctr-and-impressions\/#AI_Overviews_may_be_reducing_Shopping_ad_impressions_while_concentrating_clicks_among_higher-intent_searches\" >AI Overviews may be reducing Shopping ad impressions while concentrating clicks among higher-intent searches.<\/a><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/ai-overviews-may-be-affecting-shopping-ad-ctr-and-impressions\/#Topics_on_this_page\" >Topics on this page<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"AI_Overviews_may_be_reducing_Shopping_ad_impressions_while_concentrating_clicks_among_higher-intent_searches\"><\/span>AI Overviews may be reducing Shopping ad impressions while concentrating clicks among higher-intent searches.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p class=\"wp-block-paragraph\" id=\"h-shopping-ad-click-through-rates-are-rising-while-impressions-are-falling-according-to-an-analysis-by-mike-ryan-head-of-ecommerce-at-smarter-ecommerce-a-pattern-he-thinks-could-be-connected-to-how-google-serves-ai-overviews\">Shopping ad click-through rates are rising while impressions are falling, according to an analysis by Mike Ryan, head of ecommerce at Smarter Ecommerce \u2014 a pattern he thinks could be connected to how Google serves AI Overviews.<\/p>\n<p class=\"wp-block-paragraph\"><strong>Why it matters.<\/strong> AI Overviews have created what Ryan calls the SEO \u201ccrocodile effect,\u201d where publishers gain impressions but lose clicks. Shopping ads <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ear to be experiencing the opposite: fewer impressions, but higher CTRs.<\/p>\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"489\" http: alt=\"AI Overviews Crocodile Effect 1\" class=\"wp-image-487290\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/09\/AI-overviews-crocodile-effect-1.jpeg 800w, https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/09\/AI-overviews-crocodile-effect-1-768x469.jpeg 768w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/09\/AI-overviews-crocodile-effect-1.jpeg\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"489\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/09\/AI-overviews-crocodile-effect-1.jpeg\" alt=\"AI Overviews Crocodile Effect 1\" class=\"wp-image-487290\" srcset=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/09\/AI-overviews-crocodile-effect-1.jpeg 800w, https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/09\/AI-overviews-crocodile-effect-1-768x469.jpeg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\"><\/figure>\n<p class=\"wp-block-paragraph\"><strong>Why we care.<\/strong> Rising Shopping CTRs may not mean ads are performing better, they may simply be appearing less often. If AI Overviews are changing which queries receive Shopping ads, advertisers may need to look beyond CTR and pay closer attention to impression volume, clicks and overall traffic when judging performance.<\/p>\n<p class=\"wp-block-paragraph\"><strong>Driving the <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">news<\/a><\/strong>. Ryan had been seeing Shopping CTRs climb in Smarter Ecommerce\u2019s Market Observer benchmark data. After separate ecommerce data from Optmyzr showed CTR up 17% year over year \u2014 close to the roughly 20% increase he was seeing \u2014 he took a deeper look.<\/p>\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"405\" height=\"328\" http: alt=\"Google Shopping CTR 1\" class=\"wp-image-487299\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/09\/Google-Shopping-CTR-1.png\"><img loading=\"lazy\" decoding=\"async\" width=\"405\" height=\"328\" src=\"https:\/\/searchengineland.com\/wp-content\/seloads\/2026\/09\/Google-Shopping-CTR-1.png\" alt=\"Google Shopping CTR 1\" class=\"wp-image-487299\"><\/figure>\n<\/div>\n<p class=\"wp-block-paragraph\">Across thousands of Shopping and Performance Max campaigns spanning hundreds of advertiser accounts, Ryan found a consistent pattern: clicks were often relatively flat or slightly down, while impressions had fallen more noticeably.<\/p>\n<p class=\"wp-block-paragraph\">In other words, Shopping ads aren\u2019t necessarily generating significantly more clicks. They\u2019re being shown less often, which is pushing CTR higher.<\/p>\n<p class=\"wp-block-paragraph\"><strong>The intrigue<\/strong>. Ryan\u2019s hypothesis is that AI Overviews could help explain why.<\/p>\n<p class=\"wp-block-paragraph\">He theorizes that Google may be more likely to serve AI Overviews for queries with a lower predicted likelihood of generating an ad click, while preserving Shopping ad placements for searches with stronger click propensity.<\/p>\n<p class=\"wp-block-paragraph\">If that\u2019s happening, Google could reduce the overall number of Shopping ad impressions without reducing clicks at the same rate.<\/p>\n<p class=\"wp-block-paragraph\">That would allow two seemingly contradictory things to be true: AI Overviews could suppress some advertising opportunities while Google\u2019s remaining ads continue to monetize effectively.<\/p>\n<p class=\"wp-block-paragraph\"><strong>Between the lines<\/strong>. Ryan describes the idea as \u201cexperience switching.\u201d<\/p>\n<p class=\"wp-block-paragraph\">Depending on the query, Google already serves very different Shopping experiences in its main search results. Ryan also says that, anecdotally, he rarely sees Shopping ads and AI Overviews together on the same SERP \u2014 it\u2019s typically one or the other.<\/p>\n<p class=\"wp-block-paragraph\">That raises the possibility that Google is becoming more selective about when each experience appears.<\/p>\n<p class=\"wp-block-paragraph\"><strong>Yes, but<\/strong>. Ryan is clear that the data doesn\u2019t prove AI Overviews are causing the change.<\/p>\n<p class=\"wp-block-paragraph\">The timing could be coincidental, AI Overviews could be contributing through another mechanism, or something else entirely could be responsible for the decline in impressions.<\/p>\n<p class=\"wp-block-paragraph\">For now, it\u2019s a hypothesis.<\/p>\n<p class=\"wp-block-paragraph\"><strong>The big picture<\/strong>. If Ryan\u2019s theory is right, the current pattern could be temporary.<\/p>\n<p class=\"wp-block-paragraph\">He expects Google to move from more \u201ceither\/or\u201d search experiences toward \u201cboth\/and\u201d experiences as it develops AI-native advertising formats and puts more Shopping ads directly inside AI Overviews.<\/p>\n<p class=\"wp-block-paragraph\"><strong>What to watch<\/strong>. For advertisers, the key signal isn\u2019t simply that Shopping CTR is rising. It\u2019s why it\u2019s rising.<\/p>\n<p class=\"wp-block-paragraph\">If higher CTR is being driven partly by Google showing Shopping ads less frequently and on more commercially valuable queries, traditional CTR benchmarks could start telling a very different story about campaign performance.<\/p>\n<p class=\"wp-block-paragraph\"><strong>Dig deeper.<\/strong> <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/posts\/mikeryanretail_heres-an-odd-one-ever-since-aios-launched-share-7501641705696436225-4IPi\/\">Mike Ryan shares dreaded reverse crocodile effect of AI Overviews<\/a><\/p>\n<div class=\"ttd-topics-display\">\n<div class=\"ttd-topics-content\">\n<h5><span class=\"ez-toc-section\" id=\"Topics_on_this_page\"><\/span>Topics on this page<span class=\"ez-toc-section-end\"><\/span><\/h5>\n<div class=\"ttd-topics-links\">Google SearchAI OverviewsGoogleSearch engine marketingSmarter EcommerceArtificial intelligenceClick-through rateE-commerceGoogle ShoppingMike RyanOptmyzrSearch engine results page<\/div>\n<\/div>\n<div class=\"ttd-topics-show-extra-button\">+7 more<\/div>\n<\/div>\n<\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/ai-overviews-may-be-affecting-shopping-ad-ctr-and-impressions-487265\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>AI Overviews may be reducing Shopping ad impressions while concentrating clicks among higher-intent searches. Shopping ad click-through rates are rising while impressions are falling, according to an analysis by Mike Ryan, head of ecommerce at Smarter Ecommerce \u2014 a pattern he thinks could be connected to how Google serves AI Overviews. Why it matters. AI&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-746291","post","type-post","status-publish","format-standard","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/746291","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=746291"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/746291\/revisions"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=746291"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=746291"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=746291"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}