According to an article from Search Engine News, we may be seeing the future of AdWords or maybe just the future for BlueNile.com.
Apparently, when the search term “diamonds” was typed into the Google search box, an “plus” icon appeared below the sponsored ad for BlueNile.com. When the user clicks on the “plus” icon, more detailed ads would drop down, which included additional information and even images. However, when I typed in “diamonds” into the search box, none of my results, paid or organic, returned a plus sign.
But it did get me thinking about the potential for such a feature. I agree with the article when they mentioned that it might work, if Google could keep the structure and feel of the ads consistent with the current format of Google paid ads. However, I think there is a fine line when it comes to clutter, and it could very well have the potential to get messy if not executed properly.
I think that this feature could benefit both the end user and the sponsor. It gives the end user another level of information at a glance, instead of actually having to commit to searching through the website for the information they are searching for. It allows the user to quickly skim additional information without wasting their time.
By having this feature on their ad, sponsors could have the potential of getting more users to click on the ad due to the additional information and potentially generate more traffic to the website. The user can see the product, read additional information on the product and follow through to the website.
But in addition to that, it could qualify the end user. By displaying more detailed information to the end user, it could filter the clicks to the site by weeding out those who are not interested. More importantly, the sponsor won’t have to pay for wasted clicks.
I think this concept could work for Google, the user and the sponsor. The only question that remains is: if and how will Google charge for this preview feature.
Good points. Anything that reduces advertiser costs for useless clicks could be a good thing. I also question whether it would really be used. Sometimes less is actually more if people don’t use the new features.