It seems that Google is testing (I’m hoping they’re not just playing favorites) a new feature that is allowing Blue Nile to display 3 products with descriptions with a drop down link on the PPC Ad. It is giving them an extra line of linked text with the ability to bold face keywords and when clicked, completely shifts organic listings below the fold or very close to it. This could give a big edge to Blue Nile by either saving them a cost of a click or by getting them more clicks since they’re more noticeable or even give them an increased conversion rate.
So for these search results, you can get 3 paid ads, followed by 3 organic (one being wikipedia), followed by 3 Froogle (Google Product Search) listings, followed by the rest of the organic. Or, if you expand Blue Nile’s ad, you’ll get 6 paid ads instead of just 3.
First found at SE Roundtable.
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