It's been nearly six months since Google launched Instant Previews on Google search results, providing users with a graphical overview of the site and highlighting the most relevant section (based on the users query).
This week Google extended the feature to Adwords. Instant Previews for Ads is rolling out to US users now and will be available internationally over the coming weeks.
The Instant Previews icon will appear next to ads on Google.com (see image below) allowing users to preview the landing page, giving customers the ability to see if that page matches what they are actively searching for.
Google has not released any statistics on the percentage of people that are using Instant Previews and admittedly many have not used the feature since its launch. Regardless, any change to Google SERPs is noteworthy and as we've mentioned previously, the quality of landing page design.
Advertisers are not able to opt-out of the feature - Google even goes as far as to say that Instant Previews are an "integral part of the Adwords search and ads experience."
A few other things to keep in mind:
- Adwords advertisers will not be charged for preview clicks
- Instant Previews are not taken into account when calculating Quality Score
- The "nosnippet" tag is not supported for Adwords (only organic web search)
- You can block AdsBot-Google to prevent Google from showing previews, but this will have an impact on Google ability to assess landing page quality.