Yesterday Google announced that their Instant Preview feature will now apply to ads. That means you’ll now be seeing that nifty little magnifying glass appear next to ads as well as organic search results.
Clicking the Instant Preview magnifying glass brings up a window that lets users preview the ad landing page.
In the image below, you can see that my Google search for “flowers” brought up a few ads. Clicking the magnifying glass next to my 2nd ad, I got to see a preview page and was able to confirm that the ad would, in fact, lead me to a site with an abundance of beautiful flowers to sell (just seeing them all nearly makes me sneeze).
Instant Preview allows users to preview the ads they are about to click on to ensure that the content of the landing page matches what they are looking for. The aim of this feature is to increase user satisfaction and provide more highly qualified traffic to sites.
What does this mean for advertisers?
- Polish up that landing page: Instant Preview asserts how incredibly important a good landing page is. Users should not be sent to a generic page, but instead should be taken directly to what they are looking for!
- Your money is safe: Don’t worry, you won’t be charged for Instant Preview clicks. You are only charged when users click through to your site.
I'm not sure how often Instant Preview is really used – to be honest, I usually barely notice the ant-sized magnifying glass. But anything that lets users more easily avoid advertising spam is bound to provide some value.