Google AdSense users can now choose to have Auto ads displayed as “ad intents” across the platform (in addition to overlay and page formats).
What are ad intents? An ad intent is an “intent-based format that places links and anchors in text and existing pages on your site related to your content,” according to Google.
Google does not rely on third-party cookies for this new functionality.
how it looks These links take users who interact with them to a Google search results page that contains both organic results and paid ads.
Here are examples Google Shared:
Ad Intent Anchor:
Ad Intent Link:
Why we care This new format could mean more revenue for publishers who opt for auto ads, but it could also mean that traffic that would have gone to a publisher’s placement ad now goes to a Google SERP. That extra click journey could lose customers along the way.
Implementation. This is an optional functionality introduced by Google. In response to a post on X accusing Google of stealing traffic share from SERP sites, Ginny Marvin, Google Ads Liaison, he wrote:
“This new format is optional and completely optional for publishers. Publishers can opt for ad intent links, which turn existing text on their page into links. “There’s also an option to use intent anchors ads, which place anchors at the bottom of the page.”
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About the author
Anu Adegbola has been a paid media editor for Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
deliver digital marketing campaigns (mainly but not exclusively Paid Search) by creating strategies, maximizing ROI, automating repetitive processes and making all marketing departments efficient through inspiring leadership both on the agency, client and marketing technology side.
Outside of Search Engine Land article editing, she is the founder of the PPC networking event: PPC Live, host of weekly podcast PPCChat Roundup, ibRand Evangelist at ClickTech.
He is also an international speaker with some of the stages he has presented being SMX (USA), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Live Chat, AdWorld Experience (Bologna) and more.
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