Google is reportedly testing a new video feature in shopping ads, which includes a play icon that changes to a "watch" button when hovered over.
How it works:
- Shopping ads show a video play icon.
- The icon turns into a "watch" button on hover.
- Clicking it opens an inline video player with looped product footage.
- Videos play right within the search results page.
Why we care: Allowing users to view product videos directly within search results could lead to higher interaction rates, as video ads often engage more effectively than static ones. However, this might also decrease traffic to landing pages, with Google focusing on keeping users on its platform. This change could alter success metrics to prioritize in-ad interactions over website visits.
The big picture: This isn’t Google’s first experiment with video-enabled search ads. A similar feature was tested in 2018, indicating ongoing interest in rich media advertising formats.
By the numbers: Although performance metrics for this test aren’t available yet, video ads generally have higher engagement rates compared to static ads.
What to watch: Whether Google will expand this feature more widely and its impact on e-commerce conversion rates.
Between the lines: This test suggests Google is continuing to blur the lines between traditional search ads and rich media advertising, potentially providing advertisers with more engaging ways to showcase products. Additionally, tests focusing on enhancing search interactivity, like last week’s expandable product ads carousels, indicate Google’s intention to keep users on its search results page, likely impacting traffic to advertisers’ landing pages.
Credit: The feature was initially noticed and shared by Saad AK.
