Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article
TL;DR Summary of Google and Bing Search Advertising Updates and Tests
Google Ads has globally rolled out AI Max for Search campaigns along with new Merchant Center and Asset Studio features. Google is actively testing innovative ad formats including sponsored ads with search refinements and local ad cards. Additionally, Google is experimenting with replacing hotel review stars with website and phone info in hotel panels. Meanwhile, Bing is testing link icons in sitelinks within Microsoft Advertising. These updates aim to enhance search ad engagement and user experience.
Optimixed’s Overview: Key Innovations and Experiments in Search Advertising from Google and Bing
Google Ads AI Max and New Features Enhance Advertiser Capabilities
Google recently announced the global rollout of AI Max for Search campaigns, enabling advertisers to leverage advanced AI-driven optimizations. New features were also introduced for the Google Merchant Center and Asset Studio, improving ad asset management and campaign efficiency. These enhancements underline Google’s commitment to integrating AI to boost ad performance.
Testing New Ad Formats to Refine Search Experience
- Sponsored Ads with Search Refinement Options: Google is experimenting with carousel-style sponsored ads that include search refinement prompts like “fine-tune your search” and “search specific products,” allowing users to better specify their queries directly from ads.
- Local Ad Cards: A fresh format for local ads is being tested, featuring card-style visuals that open detailed Google Business Profiles upon interaction, potentially increasing local business visibility and engagement.
Adjustments in Hotel Knowledge Panels and Bing Sitelinks
- Hotel Review Stars Replacement: Google is trialing the replacement of hotel star ratings in knowledge panels with direct contact information such as the hotel’s website and phone number, focusing on actionable user details.
- Bing Link Icons in Sitelinks: Microsoft Advertising is testing the addition of link icons to sitelinks within its ad carousels, aiming to improve clarity and clickability for users navigating Bing search ads.
These ongoing experiments by Google and Bing highlight a trend towards more interactive, user-focused ad experiences designed to enhance both advertiser effectiveness and searcher satisfaction.
