On November 2, Google moved AI Overviews for many brand keywords from the main results into the right-hand column of desktop pages. The shift arrives as media buyers question the value of search spend because AI summaries are eating clicks and prime ad slots. Marketers must act to protect brand visibility.
What happened
- On Monday, November 2, Google placed AI Overviews for brand terms in the right-hand column of desktop pages, removing them from the top and middle of the main results.
- Barry Schwartz reported the change, noting examples for Apple, Zillow, Coke and Google, and describing it as "essentially replacing brand knowledge panels with AI Overviews."
- Ahrefs data showed AI Overviews appeared on 63 of 100 brand names by September 30, 2026, with 48 in position 1, up from just five on July 1.
- Google’s help page now says Performance Max campaigns may filter out navigational and brand-specific searches, directing them to dedicated brand Search campaigns.
- Media buyers cited in Digiday said clients are no longer treating Google search spend as automatic, with 10-30% of budgets under review.
Why it matters
- The right-hand column format gives Google-generated answers more visual prominence, while the traditional knowledge panel, once editable by brands, has been replaced by an AI-generated summary that brands cannot edit.
- The move reduces the visibility of brand-controlled facts and pushes advertisers to rely on paid search to capture navigational traffic.
- CPC for branded keywords rose 5% in the quarter, while Facebook spend grew 16%, indicating advertisers are shifting budgets toward channels with clearer ROI.
- Search still accounts for $114.2 billion of U.S. digital ad spend (38.8% of total), but the rise of AI Mode and AI Overviews is eroding the “free pass” that brands once enjoyed on Google.
What this means for marketers
- Allocate more budget to dedicated brand Search campaigns to protect navigational clicks now that Performance Max may filter them out.
- Strengthen ad copy and bid strategies for brand terms, as AI Overviews are taking prime real-estate in the results.
- Monitor AI Overview accuracy; factual wobble (e.g., Zillow’s founding year) can create brand risk.
- Consider diversifying spend into AI-driven channels like ChatGPT or AI-enhanced social media, as buyers report reallocating 10-30% of search budgets.
- ADFLU’s autonomous SEO and GEO service can help ensure brand signals appear in AI answers, while its verified lead generation keeps paid traffic efficient.
"essentially replacing brand knowledge panels with AI Overviews." Barry Schwartz, Search Engine Roundtable
The bottom line
Google’s quiet redesign pushes AI Overviews into the most visible column, stripping brands of control over their own knowledge panels. At the same time, Performance Max is being nudged to hand brand queries back to Search campaigns. Marketers must reassess budget allocations, boost brand Search spend, and watch AI summary accuracy to protect visibility and ROI.
Sources
- 1.ppc.land