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AdAge Digital

Will Google’s Search Ad Previews Break the Click?

Probably Not, but Big Adjustments Lie Ahead for Search Advertisers

Search ad formats are in a constant state of motion. Since sponsored ads first appeared on the scene, tweaks to how ads appear and what makes people click have kept marketers on their toes.

In recent history, search ads have gone from being called “sponsored” to being called “ads.” Ads now have reviews and extensions. Last September, “instant search” changed the way search results appear. As you type, ads and search result listings became visible.

Earlier this week, Google made a related change: Google Instant Previews. Scrolling over a listing gives you a glimpse of what comes after the click, meaning more transparency for users and fewer clicks for Google.

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