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Google’s New Search Ad Feature: External Endorsements Tested

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Written by

shivamcrushpressai

in

,

I recently discovered that Google’s testing a fascinating new feature in Search ads. They’re incorporating third-party endorsements, complete with publisher logos and quotes, to offer a layer of external validation for paid results.

This experiment places brief endorsements from external publishers right under the ad description, showcasing the third party’s name, logo, and favicon.

What’s showing up. I first spotted this test when Sarah Blocksidge, Marketing Director at Sixth City Marketing, shared a screenshot on Mastodon. In that example, a Search ad included the line “Best for Frequent Travelers,” attributed to PCMag, along with the publication’s favicon.

The endorsement is positioned directly beneath the ad copy, making it visually distinct from the standard text written by advertisers.

Why we care. If this feature is expanded, it could transform Search ads to mirror product reviews more closely, potentially granting advertisers with substantial third-party validation an edge in highly competitive auctions.

What Google says. A spokesperson from Google Ads confirmed that this is a “small experiment” being conducted:

```json { "alt": "1Password sponsored search result with links to sign up and explore services.", "caption": "Explore the features of 1Password through their sponsored search result, including sign-up and business solutions.", "description": "This image displays a sponsored search result for 1Password, an online security and password management platform. It features the 1Password website link, a brief description, and options to sign up or utilize various services such as 1Password for Business and Generate Secure Passwords. The ad highlights their security management offerings and mentions features like a free trial and business trust. Keywords include password management, security, 1Password, and business solutions." } ```
  • “This is a small experiment we are currently running that explores placing third-party endorsement content on Search ads.”

However, Google hasn’t revealed any specific details regarding eligibility, the content sourcing process, or how endorsements are chosen.

What we don’t know yet. It’s not yet clear if advertisers will be able to opt into this feature, request specific endorsements, or influence which third-party sources are displayed. Google hasn’t clarified whether this test is linked to existing review extensions, publisher partnerships, or other trust and safety initiatives.

What to watch. Should Google decide to broaden this experiment, the prominence of third-party credibility could significantly impact ad performance, shifting focus from advertiser claims to external validation at the search stage.

For the moment, this intriguing test is limited, but it offers a glimpse into how Google might continue to merge ads, trust signals, and editorial-style context within search results.

Dig Deeper. Screenshot shared on Mastodon.

Inspired by this post on Search Engine Land.

crushpress.ai community screenshot

FAQs

What is the new feature being tested in Google Search ads?

Google is testing a feature that adds third-party endorsements to Search ads to provide external validation for paid results.

How are endorsements displayed in the ad unit?

Endorsements appear beneath the ad copy, showing the third party’s name, logo, and favicon.

Which endorser is mentioned in the example?

The example cites PCMag as the endorsement, with the phrase ‘Best for Frequent Travelers’ attributed to PCMag.

What did Google say about the test?

Google described it as a small experiment being conducted.

What could happen if the feature is expanded?

If expanded, it could transform Search ads to mirror product reviews by adding external validation, potentially giving advertisers with credible endorsements an edge.

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