In a move that went largely unnoticed last month, Google and Bing have both started testing display ads on their search results pages. It’s a change that has gotten little attention so far, but could have a big effect on how businesses use paid search advertising.
Google is testing display ads that could replace or displace standard text ads on search results pages for brand terms. Instead of three text ads on the top of the Google search results page there would be one large display banner ad.
Bing is testing large display ads called Hero Ads that could show for exact match searches and take up three fourths of the search results page. Bing Hero Ads will include links to popular locations within the advertiser’s site.
Search results appear to the right of new hero ads
It is unclear if these new Google display ads will replace the paid search ads on the Google search results page. Bing has been more forthcoming and claims that the search results will show to the right of their Hero Ads, according to Ginny Manvin of Search Engine Land.
It is also unclear how either of the new ads will be priced as they are still being tested.
These changes could mean less competitor conquesting, bidding in searches for a competitor’s name, in paid search advertising. If the display ad replaces the top three paid search listings, the brand owner would dominate the search results page with the large banner ad. In this case businesses would no longer have the opportunity to appear in the top of the search results for their competitor’s brand.
Have you seen the new banner ads in your search results? Is this just the beginning of a more visual search experience?
About the Author
Hailey L. Petway is a Digital Advertising Analyst at Cobalt. Her dream car is a Aston Martin DB Mark III but she’d settle for an Austin-Healey. Hailey and other Cobalt Digital Analysts optimize and customize SEM campaigns for their dealers. When she’s not working on automotive SEM campaigns, Hailey can be found working in her garden. She lives in Fremont, WA. Feel free to reach out to Hailey directly at petwayh@cobalt.com