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Google Testing SERP with Up to 16 Product Listing Ads

Given the success of Google Product Listing Ads, new feature testing that brings greater prominence to the format should come as little surprise.  Recently, it appears that Google has been testing a new SERP design that does just that. Here’s a screenshot taken yesterday that shows a new PLA expansion arrow feature, which we haven’t seen pointed out elsewhere yet:

After clicking on the expansion arrow, the number of PLAs visible increases from 5 listings to 16.

Expanding product listings not only gives a lot more real estate to PLA results, it also pushes organic listings even further down the page, benefiting PLA heavy advertisers. If this test expands to all users and searches, it could provide another significant boost to the PLA format, roughly a year after Google began using it to power Google Shopping.
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