Google Tests Swipeable Ads for Local Search
▼ Summary
– Google is testing a new, swipeable carousel format for search ads that displays multiple business locations.
– This format groups locations into a single ad unit with details like ratings and distance for user comparison.
– The change represents a shift from static, stacked listings to a more dynamic and interactive ad experience.
– Advertisers with multiple locations could gain greater visibility, while users benefit from quicker browsing.
– The feature may increase engagement but also intensify competition among businesses within the carousel.
Google is currently experimenting with a new, more dynamic format for local search ads. This potential update would transform how businesses with multiple outlets present themselves to nearby customers directly within search results. The test involves replacing traditional static listings with a swipeable carousel ad that consolidates several locations into a single interactive unit.
This innovative format allows users to browse through different business locations without ever leaving the search page. Each entry in the horizontal carousel displays key details like star ratings and distance, enabling quick comparisons. For advertisers, this represents a significant shift from displaying separate, stacked location assets to offering a unified and engaging browsing experience.
The primary benefit for businesses operating several stores is the potential for increased visibility within one advertisement. Instead of competing for individual ad slots, multiple locations can be featured together, capturing a user’s attention more effectively. For the consumer, it simplifies the process of finding and evaluating nearby options, streamlining the path from search to decision.
Industry observers note that while this format may boost overall engagement with location-based ads, it could also heighten competition within the carousel itself. Businesses featured side-by-side will need to ensure their listings are compelling to stand out. The feature was first identified by Adsquire founder Anthony Higman, who shared his findings on social media.
The broader advertising community is now watching closely to see if Google proceeds with a full rollout. Key metrics to monitor will include its effect on click-through rates and the overall performance of local ad campaigns, as this format could reshape the landscape for multi-location marketing.
(Source: Search Engine Land)
