I’m possibly being behind the times here, as I don’t keep bang up to date with all PPC developments any more, but this definitely interested me. Don’t ask me why I was searching for a bouzouki.
I’ve seen image ads before – particularly for eBay – and have dabbled in them myself by pulling images and individual stock items into the ads through from a Google Products feed, but this is clearly something entirely different (shopping results are also in the results, but inserted midway through the regular organic positions, in the same way that local/news results are).
This is an entire block of ads with imagery and product details pulled into the ads without going through any intermediary such as Google Products. It’s a very interesting model and I’d love to see it rolled out to the car sector, where my interests currently lie!
Naturally, it’s a further distraction from the organic results. As I mentioned above, Google Product results are also injected into the middle of the regular SERPs meaning that with this ad block and the other Google properties on display, there’s very little space for the SEO-led Bouzouki retailer in the UK (now that’s a niche!)
Anyway, no time to give this any further thought at the moment, but if you see anything similar cropping up I’d be interested to hear about it.