Google is testing dropping the ‘show more’ button for some search queries and serving campaigns with restrictive match types in AI Mode.
Google search is testing dropping the ‘show more’ button and pushing users directly into AI Mode from AI Overviews by default. At the same time, the tech giant is serving pure search campaigns with restrictive match types in AI Mode.
Google confirmed that for some search queries, AI Overviews may dynamically expand to reveal the full detailed response and not just the snippet. This not only removes the ‘show more’ button, but also loads up the ‘ask anything’ follow-up box.
A spokesperson from the firm told Search Engine Roundtable: “For some queries, AI Overviews may dynamically expand for topics where our systems determine it’s most useful for people.”
This would also push the organic search results further down the page. However, if a user has already begun scrolling past the AI Overviews section, Google cancels the expanded view and user does not lose their reading position.
According to Google’s own research, users find this dynamic search experience more “helpful and engage deeper in follow-up exploration”.
However, for affiliate marketers and advertisers, this move could see click-through rates drop even further.
Chris Long, co-founder at Nectiv, responded to the change on X saying “this is how Google continues to push AI Mode as the default search experience”.
Alongside this, Google Ads is also running a “small experiment” where it serves regular search campaigns with restrictive match types in AI Mode.
Anthony Higman wrote about the change on LinkedIn after first spotting it, adding he “confirmed through multiple campaigns and tests”.
Ginny Marvin, ads product liaison at Google, responded to Higman and stated: “Exact and phrase match keywords are eligible to serve text ads in AI Mode. Note however that this is limited to cases where there is explicit and direct user intent. AI Max and PMax for search are designed to capture complex conversational intent and access our latest ad formats (like highlighted answers).”
It means advertisers can now access premium conversational search inventory without having to use broad match or full automated campaign types. This is a significant development and could see advertisers adapt their marketing budgets and paid search strategies as a result.
The news comes just weeks after Google announced it was developing one-click experiments in AI Max, which will include budget testing and return on investment (ROI) targeting.
