“People Also Consider” Text Ads Appearing on Google
Google displays a “People Also Consider” section of text ads on a desktop search.
While doing client research this week one of our team members saw, what seems to be, an additional format of text-based ads. This format would come as a change to Google’s traditional layout of text ads by increasing the number of ads shown at the top of the page. Although this is the first time we’ve seen this format on a desktop, in the spring of 2019, SEMrush noticed a similar carousel of text ads for mobile devices.
On June 20, 2019, SEMrush shared a screenshot of the changed format on Twitter, but further information on the topic remained limited. In a quote to SEMrush, a Google spokesperson said that the company is, “always testing new ways to improve our experience for our advertisers and users, but don’t have anything specific to announce right now.”
Google has not made an announcement on either of the potentially new formats, as they pertain to either mobile or desktop. It is still currently unclear whether this carousel format for text-based ads is similar to last year’s test that was done for mobile, or something that we will be seeing in the future.
Google currently uses a similar carousel format for shopping ads, which can be highly effective for advertisers. Additionally, some advertisers think there could be potential benefits if Google were to implement a carousel format for mobile text ads too.
“If this gets implemented it will be beneficial to advertisers,” said Jim Leichenko, director of marketing at Kantar. “It will afford more ads on the page, and simply give advertisers the ability to get in front of consumers more.”
But, not all advertisers are as excited about the potential for a new text ad format. After SEMrush shared the findings on Twitter last spring, some users took the opportunity to express concerns regarding conversions and click-thru rates.
There have not been any formal statements made from Google regarding new text ad formats, but our team will continue to stay up to date on the most current research and changes in order to be well informed for our clients.
If you need support with your Google Ads account, feel free to contact us at 913-428-9508. We would be happy to support you and your business by helping you stay informed and well prepared to maximize your paid search performance.