Google Shopping shakes up mobile product card unit ads with swipeable carousel, filters

Google has started testing a different variation of mobile product card units, which is the Google Shopping format of a knowledge panel.

The store listings, spotted by Josh Leibner, director of paid media at Red Ventures, Wednesday, appear in a swipeable carousel that resembles the mobile price extension format, as well as filtering options.

Seeing shopping ads looking like price extension card format on some very specific product queries. #ppcchat Anyone else seeing? @rustybrick pic.twitter.com/zCKhlYK3lD

— Josh Leibner (@JoshLeibner) August 3, 2017

Selecting any of the filtering options brings the user to the Google Shopping overview page for the product.

We’ve been able to replicate the format on several other product searches. Here’s an example for a specific model of Cuisinart coffee maker.

Compare that to the list format showing on a product card unit for a different model of Cuisinart coffee maker.

Price extensions were also originally shown in a list before the card format took over. Notice the store cards include extra information about which model of the product is being advertised.

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About The Author

Ginny Marvin

Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.