Google testing expandable product ads carousel

Google is actively experimenting with new search ad formats that could change how users interact with advertising content and impact advertisers’ strategies for achieving visibility and audience engagement.

Currently, Google is testing two new ad formats: expandable sponsored ads and in-ad search refinements.

Test details:

• Expandable search ads: Users can expand or collapse sponsored search ads. In the expanded view, a carousel of ads appears, allowing users to view more sponsored offerings in one space.
• In-ad search refinements: Search refinement options appear within the ad box, allowing users to narrow their search without leaving the ad space.

Why it matters?

These updates have the potential to significantly reshape how users engage with sponsored content, providing them with more control over the ads they see. This creates new challenges for advertisers, who will need to optimize their ads to maintain visibility and effectiveness in a more interactive search environment.

Ad optimization will become even more critical to ensure that potential customers feel like they are making the right choice as soon as they see search results.

What this format means

• The expandable format initially hides some ads, requiring user interaction (e.g., clicking to expand) to view more. While this may increase engagement, it also gives users greater control over the content they view.
• This approach could potentially enhance ad interaction, providing users with better control over the ad experience.

Expert insights

These tests were first spotted and shared by X user Khushal Bherwani, who provided visual evidence of both features in action. Google has not yet officially commented on this experiment, making its future development an exciting area to watch.

The bigger picture

These tests are part of Google’s ongoing efforts to make ads more interactive and relevant for users.

Potential concerns

However, it remains unclear why Google might choose to initially hide some ads, as this could reduce ad visibility. Adding an extra click step for users may also lower search efficiency, as history shows that unnecessary steps often decrease user satisfaction.

What to watch for

If these features are rolled out widely, it will be important to monitor how they affect:

• User engagement with search ads.
• Advertiser strategies and campaign performance.
• Overall user experience on Google Search.

Our expert conclusions

Google continues to innovate its advertising capabilities, making them more flexible and interactive for users. However, these changes will also require advertisers to implement more nuanced optimization strategies to maintain campaign effectiveness in an evolving advertising landscape.

If you’re looking to maximize your Google advertising efficiency and stay competitive in the fast-changing world of digital marketing, contact our experts. We’ll help you set up and optimize your campaigns to leverage Google’s new capabilities. Reach out to us today!

This article available in Ukrainian.