Google Tests Interactive “People Also Consider” Carousel Ads in Search Results

In a significant shift from traditional search advertising, Google has begun testing a new carousel format for sponsored ads that transforms how users discover and interact with paid search results. This “People Also Consider” feature represents a strategic evolution in how the search giant approaches user engagement and ad effectiveness.

How Search Carousel Ads Change User Behavior

The new carousel format replaces static sponsored listings with a swipeable horizontal display of related products and services. This seemingly simple change taps into natural user behavior, especially on mobile devices where swiping has become second nature. Users can now explore multiple sponsored options without leaving their current position in search results, creating a more fluid discovery experience.

Interactive Ad Formats Drive Higher Engagement

What makes this format particularly compelling is its ability to keep users engaged within the ad space longer. When people actively swipe through options, they’re more likely to absorb information about multiple products or services. This increased dwell time creates more opportunities for brands to connect with potential customers at a crucial decision-making moment.

Strategic Placement in the Customer Journey

Timing is everything in advertising, and the “People Also Consider” carousel appears when users are already actively searching for solutions. This placement capitalizes on high-intent moments, presenting alternatives exactly when people are comparing options. The format doesn’t interrupt the search experience – it enhances it by providing relevant choices in an easily digestible format.

Benefits for Advertisers and Brands

For advertisers, the carousel format opens new possibilities for visibility and storytelling. Instead of competing for limited ad space, brands can showcase multiple products or aspects of their offering in a single ad unit. This allows for more nuanced messaging strategies:

• Introducing new products alongside established ones
• Highlighting different price points or features
• Showcasing complementary items
• Building brand narratives through sequential messaging

Addressing Ad Fatigue Through Innovation

One of the most persistent challenges in digital advertising is maintaining user interest while managing creative resources efficiently. Carousel ads help solve this by:

• Reducing repetition through varied content
• Decreasing the frequency of individual ad exposures
• Allowing for multiple messages within one placement
• Creating opportunities for dynamic content updates

Performance Metrics and User Response

While Google continues to evaluate this format, similar carousel implementations across other platforms have shown promising results. Interactive carousel ads typically demonstrate:

• Higher click-through rates compared to static ads
• Increased engagement time
• Better conversion rates
• Improved brand recall

The Future of Search Advertising

This move toward more interactive ad formats signals a broader shift in search advertising. The focus is increasingly on creating seamless experiences that add value to the user’s journey rather than interrupting it. This evolution suggests future developments might include:

• More personalized carousel content
• Enhanced interactive features
• Better integration with shopping experiences
• Improved targeting based on swipe behavior

Maximizing Carousel Ad Effectiveness

Success with carousel ads requires a strategic approach to content creation and presentation. Key considerations include:

• Crafting compelling visual narratives
• Ensuring logical progression between slides
• Maintaining consistent brand messaging
• Testing different content combinations
• Optimizing for mobile-first experiences

Impact on Search Marketing Strategy

As this format continues to evolve, it will likely influence how brands approach their overall search marketing strategy. The ability to present multiple options simultaneously could change bidding strategies, budget allocation, and creative development processes.

The introduction of carousel ads in search results represents more than just a new ad format – it’s a glimpse into how search advertising might function in the future. As users become more accustomed to interactive experiences, how will this shape the next generation of search advertising innovations, and what opportunities will it create for innovative marketers?