Google is testing new search ad formats, including expandable sponsored ads and in-ad search refinements.
Details:
-
Expandable Search Ads:
- Users can expand or collapse sponsored search ads.
- The expanded view displays a carousel of search ads.
- In-Ad Search Refinements:
- Refinement options are available within the ad box.
- These options allow users to narrow their search without leaving the ad space.
Why We Care:
These updates may change how users interact with sponsored content, offering more user control and necessitating strategic ad placement. It will be crucial to optimize ads to make a strong first impression as soon as search results appear.
Between the Lines:
- The expandable format initially hides some ads, requiring user interaction to view more.
- This could increase ad engagement and give users more control over their ad experiences.
What They’re Saying:
Khushal Bherwani, who noticed and shared these tests on social media, provided visual evidence of both features in action. Google has not yet commented on this test.
The Big Picture:
These trials are part of Google’s continuous efforts to make ads more engaging and relevant to users.
Yes, But:
There is uncertainty about why Google would initially hide ads since it may decrease ad visibility and create an extra step for users. Historically, users favor a straightforward search experience where results appear instantly after searching. It remains to be seen if these features will be fully implemented.
What to Watch:
If these features are broadly adopted, consider observing their impact on:
- User engagement with search ads.
- Advertiser strategies and ad performance.
- Overall user experience on Google Search.
About the Author:
Anu Adegbola has been the Paid Media Editor of Search Engine Land since 2024, covering paid search, social media, retail media, video, and more. Her career began in 2008, focusing on digital marketing campaigns, especially paid search, maximizing ROI, automating processes, and enhancing efficiency through strategic leadership across various sectors. Outside her editorial role, she founded the PPC networking event – PPC Live and hosts the weekly podcast PPCChat Roundup. Anu is also an international speaker and has presented at numerous prestigious events worldwide.
