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Digital Phablet reports that during the Google Marketing Live event, Google introduced two new ad formats that will appear in its AI Mode. These formats are called conversational discover ads and highlighted answer ads, both marked with a “Sponsored” label.
Conversational Discovery Ads:
These ads are designed to respond directly to a user’s specific question. For example, if someone searches, “I want my house to smell like a luxury spa or a wooded rainforest. What are some easy ways to make my home smell great?” Google leverages its Gemini model to craft creative content tailored to that query, emphasizing relevant features.
An animated graphic demonstrates these ads in action, showcasing how they respond contextually to user searches.
Highlighted Answers:
This new format appears when Google’s AI Mode offers a list of top suggestions — such as the best language learning apps for travel — where high-quality, relevant ads can be featured directly within the list as a Highlighted Answer.
These ads may look like part of the response, but they are marked with a “Sponsored” label, distinguishing them from organic content.
A visual example illustrates how these highlighted answers appear within search results.
As Google continues to monetize its AI Mode, ongoing testing of new ad formats is expected. Discussions about these developments can be found on various forums.
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