A couple of the team at Mediavest Search Marketing team noticed a new feature being tested by Google with regards to paid search ads:
According to feedback from Google:
- The feature is currently in beta
- This feature will display additional ads for related queries of the users original query
- This is triggered for advertisers with relevant broad match keywords – and provide them with another opportunity to reach their target audience
- These headers are related commercial refinements and are part of an experiment we are conducting and are based on common user refinements for queries taking both search and ads signals into account
- Ads that appear under these refinement headers are targeted based on relevant broad match keywords in an advertiser’s account.
- The ads are entering into the auction and so will be charged according to the standard CPC auction model if a user clicks on one of the ads.
We have seen a number of improvements over recent years through the organic search results which take into account behavioural impacts, thus really such tweaks to the paid search results probably shouldn’t come as a significant surprise. Further to that the potential for increased revenues for Google should also be considered here both from increased click volume and from potential increases in CPC.