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. Why it matters. AI Overviews have created what Ryan calls the SEO “crocodile effect,” where publishers gain impressions but lose clicks. Shopping ads appear to be experiencing the opposite: fewer impressions, but higher CTRs. Why we care. 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…
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