Although Google has their hands in many things these days and they bring in revenue from more than just a few places, their main bulk of profit still comes from advertising, and Search is still a huge part of that. With Search continuing to be a major revenue driver for Google as well as their main product, Google tends to update search with improvements, new features and tweaks to the UI quite often, as well as the way ads display on search results pages. As of today, Google has announced a new way to browse through ads when searching for various products, with a display of carousel ads that pop up at the top of the results list.
While carousel ads are nothing new since Facebook currently deploys these types of ads in user news feeds, this would be the first time they have been used inside of Google Search. At the moment Google isn’t utilizing carousel ads for just any products, rather they have started small and are rolling them out for automotive ads, but only for automotive advertisers within the U.S. and currently only through mobile search. Google has kicked off this new mobile ad model with Toyota, and users can currently search for Toyota brand vehicles in mobile search and see the carousel list of images pop up at the top of the search page.
While Toyota may be the only available auto brand in the U.S. that is using this ad model for now, or so it seems, Google has made the mobile ad format available to all U.S. automotive OEM advertisers, which means that search results will eventually pop up the carousel ads for other brands like Honda, Nissan, Subaru, Ford, Chevy, and more, provided those brands partner with Google. Through these new ads, people are able to swipe through a collection of different images of the vehicle they’re searching for and not only see the outside of the vehicle but pictures of the inside as well making it feel almost as if they’re on the showroom floor of a dealership checking things out. Since the ads are placed in mobile search, users can access these images anywhere at any time. Google states that brands who are utilizing these Model Automotive ads are seeing an increase in engagement rate by 30% as opposed to the standard text ads, which makes for a compelling reason for more brands to participate.