Hop on board because the mobile carousel just got a lot bigger.
Most recently, we tended to see 15-20 product listing ads (PLAs) when conducting a mobile search on Google. However, while we were doing some searches this week, we found that in some cases, upwards of 30 products are featured. We’re guessing that Google’s found that consumers are more likely to engage with a larger number of options, hence the expansion.
What Does That Mean for Marketers?
In a word: visibility. This expansion is really just another step in making the search engine results page (SERP) more shoppable. A thirty product carousel starts to be much more similar to a typical category page on a retailer’s website. Starting with the launch of PLAs several years ago, followed by Purchases on Google and numerous other enhancements along the way (Merchant Promotions being a key one) the search results page is starting to look more and more like an e-commerce website.
For search marketers, this expansion is important because you now have more opportunities to be seen. Keep in mind that a change like this can result in changes to metrics like impression, share, and click share, so keep a close eye on those. As always, your mileage may vary as Google continues to test new formats such as this.
We’ll be monitoring this trend in the coming weeks and will update you with more information as it becomes available.