Anyone advertising in Google Adwords probably knows that Google typically only displays text ads on their search pages, while other ad formats (video, image, etc) can be shown on Google's content network. Well, somewhat behind the scenes, Google has been testing additional ad formats to be used in search, so don't be surprised when you start seeing videos, images, and products in the paid search listings.
For example, you may start seeing individual products with prices and links within a single Google ad as this is something they have recently been testing aggressively. Another ad format Google is experimenting with is the comparison ad. Great for consumers, comparison ads are designed to compare rates/prices of different advertisers within an ad.
As most of these new ad formats are of great benefit to the consumer, they can hurt the advertiser who does not stay on top of the changing landscape. Being competitive in paid search will require staying aware of new ad formats and using them effectively to reach your audience.
