Alphabet-owned Google has started testing a different variation of mobile product card ad units, the Google Shopping format of a knowledge panel, to improve user experience.
Search Engine Land reported news that the store listings now appear in a swipeable carousel that resembles the mobile price extension format, as well as filtering options. The change was first spotted by Josh Leibner, director of paid media at Red Ventures.
Selecting any of the filtering options in the carousel will then bring the user to the Google Shopping overview page for the particular product. The store cards include extra information about the product model.
Alphabet launched price extensions in July 2016, enabling advertisers to show pricing information about products and services in mobile text ad units. At that time, the extension format was in list form. A few months later, though, the company announced that the swipeable card format would be the standard layout for price extensions.
In addition, 10 languages were added to price extensions to further improve user experience: English, Dutch, French, German, Italian, Japanese, Polish, Portuguese, Russian, Spanish and Swedish.
Merchants and advertisers can set up price extensions from the Ad Extensions tab, selecting a relevant header: brands, events, locations, neighborhoods, product categories, product tiers, services, service categories and service tiers.
Users are also able to click on reviews to read what others have to say about a particular product. The reviews are pulled from multiple sources.