Google is testing a new ad format that lets marketers place video ads directly on Search, Image Search, and Shopping results. The feature is currently available to advertisers in the U.S. and Canada.

Video ads are now available in Performance Max campaigns

Advertisers using Performance Max campaigns can now upload video assets that will be shown across more Google surfaces. These include traditional web Search results, Google Images, the Shopping tab, and the Discover feed.

With this new format, video ads could soon appear in more casual or "browsy" areas on Google, before a customer is ready to make a purchase.

Google says these ads are designed to reach customers earlier in their shopping journey when they are still exploring. This represents a shift from only showing ads when users are ready to buy.

Video ads will be displayed with product listings and details. The goal is to provide more context to shoppers who are still comparing options or browsing.

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