Google confirmed it is testing a new PPC ad format. However, key details such as the official name, functionality, influence on auction dynamics, and effect on metrics are yet to be released.
The lack of information surrounding the new ad format has drawn criticism from advertisers.
First spotted: The new ad format was first flagged by Anthony Higman, CEO of online advertising agency Adsquire, who shared a preview on X:
He posted: “These aren’t LSAs, they’re PPC ads. What are we calling this new ad format? And why was no one informed about It?”
Lack of transparency. Commenting on the new ad format and lack of information provided from Google, Higman told Search Engine Land:
‘Beyond crazy’. Melissa Mackey, paid search director at Compound Growth Marketing, also criticized the lack of information around the new ad format. She wrote on X:
Why we care. The new ad format lacks clear information on costs and metrics, making it difficult to monitor and optimize campaign performance.
What Google is saying. A Google spokesperson confirmed to Search Engine Land that the new ad format is still in the experimental stage, and there is no certainty about its full launch yet.
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