Google testing expandable product ads carousal

Google is experimenting with new search ad formats in the form of expandable sponsored ads and in-ad search refinements.

Details:

1. Expandable search ads:
   • Users can expand or collapse sponsored search ads.
   • Expanded view shows a carousel of search ads.
2. In-ad search refinements:
   • Search refinement options appear within the ad box.
   • Allows users to narrow their search without leaving the ad space.

Why we care. These updates could reshape how users engage with sponsored content, potentially increasing user control over ad interactions while also requiring more strategic ad placement to maintain visibility and performance in a more interactive search environment. Knowing how to optimise your ads to ensure potential customers feel you are the right choice as soon as they see search results will become even more vital.

Between the lines:

• The expandable format initially hides some ads, requiring user action to view more.
• This approach could increase ad engagement while giving users more control over their ad experience.

What they’re saying. Khushal Bherwani, who spotted and shared these tests on X, provided visual evidence of both features in action.

“We’re running a small experiment that explores different configurations for ads to promote greater discovery. We’re always testing new experiences for advertisers and users but don’t have anything specific to announce right now.” – said a Google spokesperson.

The big picture. These tests align with Google’s ongoing efforts to make ads more interactive and relevant to users.

Yes, but. It’s unclear why Google would choose to hide ads initially, as this could potentially reduce ad visibility. It also makes for an extra click step for users before seeing whether the have been delivered the right result for their search. Historically, this doesn’t make for a great searching experience.

Users tend to want to search, hit the search button and see their desired results. It will be interesting to see if this feature is fully rolled out.

What to watch. How these features, if implemented widely, affect:

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