The availability of test videos in Google’s search results could increase ad engagement, however decrease traffic to landing pages.
Google is testing a new video functionality in shopping ads. Google Ads will now feature a play icon that changes to a ‘watch’ button when users hover over it. Clicking on the button will open an inline video player showing looped product footage, enabling the video to be played on the search results page.
How it works
- Shopping ads display with a video play icon.
- The icon transforms into a ‘watch’ button when users hover over it.
- Clicking opens an inline video player showing looped product footage.
- Videos play within the search results page.
The potential new feature has its pros and cons. The feature can aid in driving conversion and boost sales, owing to the higher interaction rates, as the customers can view product videos directly within search results without leaving the page. Additionally, video ads drive more engagement than static ones. However, the feature might reduce the traffic to landing pages, as Google retains users within its ecosystem. The feature integration would also require defining new measures of success and prioritizing in-ad interactions over website visits.
A similar feature was tested back in 2018, so we need to watch out for whether Google launches the same feature this time. The feature may be an extension to Google’s attempt to keep the users on search results pages avoiding clicks. Thus, the company also tested ‘Expandable Product Ads Carousels’. The features are a way for the company to make the search experience more interactive.
Encapsulating, Google is attempting a leap to rich media advertising from traditional search ads. This will provide the advertisers with more engaging ways to display their products.
The availability of test videos in Google’s search results could increase ad engagement, however decrease traffic to landing pages.
Google is testing a new video functionality in shopping ads. Google Ads will now feature a play icon that changes to a ‘watch’ button when users hover over it. Clicking on the button will open an inline video player showing looped product footage, enabling the video to be played on the search results page.
How it works
- Shopping ads display with a video play icon.
- The icon transforms into a ‘watch’ button when users hover over it.
- Clicking opens an inline video player showing looped product footage.
- Videos play within the search results page.
The potential new feature has its pros and cons. The feature can aid in driving conversion and boost sales, owing to the higher interaction rates, as the customers can view product videos directly within search results without leaving the page. Additionally, video ads drive more engagement than static ones. However, the feature might reduce the traffic to landing pages, as Google retains users within its ecosystem. The feature integration would also require defining new measures of success and prioritizing in-ad interactions over website visits.
A similar feature was tested back in 2018, so we need to watch out for whether Google launches the same feature this time. The feature may be an extension to Google’s attempt to keep the users on search results pages avoiding clicks. Thus, the company also tested ‘Expandable Product Ads Carousels’. The features are a way for the company to make the search experience more interactive.
Encapsulating, Google is attempting a leap to rich media advertising from traditional search ads. This will provide the advertisers with more engaging ways to display their products.