Google 宣布 AI Mode 搜索广告扩展至全球，三季度搜索广告增速降至 12%
Google expands AI Search ads globally as core ad growth slows
- 1Google 宣布把 AI Mode 中的搜索广告扩展到国际市场，并在美国推出多轮对话广告
- 2Alphabet 三季度营收 1276 亿美元同比增长 25%，但搜索广告增速连续放缓至 12%，财报后股价下跌 8%
- 3官方称 AI Mode 赞助商品列表点击率已与自然结果相当，用户调研显示广告被认为相关（官方口径，暂无独立验证）
- 4Pichai 称 AI Mode 查询平均比传统搜索长三倍，五分之一涉及语音图像或文档，月视觉搜索超 500 亿次
Google 把 AI Mode 从功能体验转为广告收入来源并全球铺开，用以对冲核心搜索广告增速连续放缓的压力。
- 影响：做搜索投放的企业将多出 AI Mode 和多轮对话广告两类新位次，竞争从自然结果延伸到 AI 回答内部；官方称赞助商品点击率与自然结果相当，自然位置的流量价值需要重新核算；扩展面向国际市场，美国以外账户同样适用。
- 参考：可考虑在 AI Mode 新广告位用小预算对照现有搜索广告，记录转化成本差异；值得同步盘点品牌词和商品词在 AI 回答中的呈现情况，评估自然流量是否被赞助推荐分流。
- 依据：数据来自 Alphabet 三季度财报电话会及 Schindler、Pichai 的公开发言，点击率与广告相关性结论为官方口径，暂无独立验证。
Google is bringing ads in its AI-powered Search experiences to international markets, betting that generative AI can open up new revenue opportunities even as growth in its core search advertising business slows.
The announcement came Wednesday during Alphabet’s third-quarter earnings call ,as the company reported $127.6 billion in revenue, up 25% year over year. But Search advertising growth continued to decelerate, and Alphabet shares fell 8% following the results.
Google Search revenue grew 12% year over year in the third quarter, down from 17% growth in the second quarter and 19% in the first quarter. The slowdown puts added pressure on Google to turn its expanding AI features into a meaningful source of advertising revenue.
“We are now scaling high-quality ads within AI overviews in AI mode to more users and queries,” Philipp Schindler, Google’s chief business officer, said during the call with investors. “This includes taking our monetization footprint global for the first time. Today, we’re announcing the expansion of ads in AI mode into international markets alongside multi-turn ads and AI mode in the U.S.”
Google says early results suggest the formats are working. Click-through rates for sponsored product listings in AI Mode are already comparable to those for organic listings, according to Schindler. The company’s user research also indicates that people find the ads relevant.
The move builds on Google’s May announcement of new Gemini-powered ad formats, including conversational discovery ads that respond to users’ questions and sponsored recommendations integrated into AI-generated answers.
Google CEO Sundar Pichai also said that Search queries grew at their fastest year-over-year rate in five years, though he did not disclose the exact growth rate. He credited AI features with changing how people use Search, including prompting longer and more complex queries.
Queries in AI Mode are three times longer on average than traditional searches, Pichai said, while one in five AI Mode searches globally involves voice, images, or documents. Google has also surpassed 50 billion visual searches per month.
“[Search] is bringing the benefits of AI to more people than any other product in the world,” Pichai told investors. “People are using our AI features more, searching in entirely new ways. Their queries are longer, personalized, and multimodal.”
Alphabet’s Google Services division, which includes Search, generated $96.3 billion in revenue, up 11% year over year. Google Cloud revenue surged 103% to $30.7 billion.
The results follow a busy quarter for Google, including the release of Gemini 4 Argon, the growth of the Gemini app to one billion monthly users, and the launch of its Pixel 11 lineup.
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来源：TechCrunch · AI · techcrunch.com