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Google’s AI Overviews are answering ingredient/benefit/comparison queries on the results page, cutting clicks to brand sites and forcing zero-click behaviour. Marketers report CTR drops of 20–50% on non-branded info queries, CPCs up ~15–30% (higher for FMCG), and CPL/CPA rising 25–30%—leaving smaller brands paying 25–40% more just to hold ground.
Playbook shift: move from “drive traffic” to “own the answer” with structured, science-backed content, cleaner product/ingredient data, and portfolio-level consistency; redeploy 10–20% of search budgets to creators/YouTube, retail media (Amazon, Blinkit, Zepto), and Shopping/PMAX while tracking AI visibility as a new organic channel.
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What's the solution to this then?
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Google’s AI Overviews are answering ingredient/benefit/comparison queries on the results page, cutting clicks to brand sites and forcing zero-click behaviour. Marketers report CTR drops of 20–50% on non-branded info queries, CPCs up ~15–30% (higher for FMCG), and CPL/CPA rising 25–30%—leaving smaller brands paying 25–40% more just to hold ground.
Playbook shift: move from “drive traffic” to “own the answer” with structured, science-backed content, cleaner product/ingredient data, and portfolio-level consistency; redeploy 10–20% of search budgets to creators/YouTube, retail media (Amazon, Blinkit, Zepto), and Shopping/PMAX while tracking AI visibility as a new organic channel.
@Rohil I think these stats are pretty scary.
