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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 Google testing in Search ads?

Google is testing third-party endorsements inside Search ads. The experiment places brief publisher quotes, names, logos, and favicons under ad descriptions to add external validation to paid results.

Where do the external endorsements appear in the ad?

The endorsements appear directly beneath the ad copy. The placement makes the third-party quote visually distinct from standard advertiser-written text.

What example of a Search ad endorsement was spotted?

The article cites a screenshot shared by Sarah Blocksidge on Mastodon. In that example, a Search ad included the line “Best for Frequent Travelers,” attributed to PCMag, with the publication’s favicon.

Why could this Search ads test matter for advertisers?

If expanded, third-party endorsements could make Search ads feel more like product reviews. Advertisers with strong external validation may gain an advantage in competitive auctions.

Has Google explained how advertisers can qualify for endorsements?

No. Google confirmed the feature is a small experiment, but it has not shared details about eligibility, sourcing, opt-in options, or how endorsements are chosen.

Is this feature connected to review extensions or publisher partnerships?

The article says that connection is not clear yet. Google has not clarified whether the test relates to existing review extensions, publisher partnerships, or other trust and safety initiatives.

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