Google’s new ad tool lets you hide promos after viewing

New tool

Google has introduced a feature letting users hide sponsored search results after they’ve been seen. This aims to improve the search experience by reducing clutter.

It’s part of Google’s ongoing efforts to increase transparency and user control. Google says this update is rolling out globally on both mobile and desktop, but gradually, so not everyone will see it at once.

What changes in ad display?

Previously, text ads carried individual tags; under the new design, Google groups them under a single, more prominent ‘Sponsored results’ header and places the ad listings in a collapsible block to make the ad section easier to spot and manage.

Users can then collapse this section via a “Hide sponsored results” button. Collapsed ads remain hidden until the user expands them again, but the collapsed state currently does not persist across new searches, so the ad block will reappear on subsequent queries unless the user collapses it each time.

How “hide” option works?

After seeing the ads section, users will see a “Hide sponsored results” control at its bottom. Tapping that button collapses the sponsored listings into a minimal bar.

The ads remain hidden until the user chooses to reveal them. During collapse, the “Sponsored” label stays visible at the top. It gives the user temporary control over ad visibility.

Ads always labelled “Sponsored”

Under the update, all sponsored listings are grouped and given a prominent “Sponsored” header. This replaces previous individual “Sponsored” tags per ad.

The label remains persistent and clearly visible as users scroll. It’s designed to make the ad section more distinct from organic results. This change helps avoid confusion between ads and genuine results.

Desktop and mobile rollout

Google has started a global rollout across desktop and mobile, saying the update will appear gradually as it reaches more users. Both platforms will group ads and provide the hide/collapse functionality.

The experience is designed to be consistent across devices. For now, if you don’t see it yet, check Google’s help documentation or tech coverage for step-by-step screenshots as the change rolls out.

Grouped ad section logic

Instead of scattering ads among search results, they now appear together in a unified block at the top. This block is collapsible but initially visible.

The design still forces users to scroll past the block before collapsing it. This approach balances ad exposure with user control. It ensures ads aren’t completely hidden by default.

Critics say “you must see ads first”

Critics point out that the new design still requires users to scroll past the ads before collapsing them. Some argue this preserves ad visibility by default.

They suggest hiding ads before display would be more user-friendly. Others believe this is a compromise to protect Google’s revenue stream. The tension between control and business interests is evident.

Google frames it as navigation help

Google presents the update as a way to “make navigation easier.” The company argues that grouping and collapsing ads help users reach results faster.

The design aims to reduce accidental clicks on ads. Google claims this fosters a cleaner and more user-focused search experience. Whether it succeeds depends on how users adopt it.

Revenue implications for Google

Allowing users to hide ads could affect click-through rates and ad revenue. Google’s core business heavily relies on ads. The design ensures ads still appear first, giving them prime visibility before hiding.

By keeping the “Sponsored” label visible, Google preserves ad branding. The change is a balancing act between user experience and business interests.

Impact on advertisers

Advertisers may see fewer accidental clicks and more deliberate engagement from users. The collapse feature could filter out unintentional interactions.

It may prompt advertisers to refine ad relevance and quality. Some might worry that lower visibility leads to lower impressions. Over time, this could push for better ad targeting and content.

User control vs ad exposure

This tool grants users more control over ad visibility, but only after initial exposure. It doesn’t eliminate ads, merely hides them upon user request.

The persistent “Sponsored” label ensures transparency. For users who often skip ads, this is a convenience. But power users may want more persistent controls.

Persistency and reset behavior

Currently, hiding ads is session-based: it applies per search view and doesn’t persist across new searches. Each new search may require collapsing the ad block again.

This prevents a permanent ad blackout by default. Google may evolve this behavior depending on feedback. For now, users must repeatedly invoke hide for each session.

Comparisons with other platforms

Some competing search platforms already offer minimal ad interference or hide options. Google’s move may respond to pressure from cleaner search experiences elsewhere.

The feature may influence others to adopt similar controls. Users comparing search engines may prefer those with stronger ad control. Google’s dominance means this change has a broad influence.

Transparency and user trust

By forcing a “Sponsored” label and hide control, Google aims to improve transparency. It’s a response to criticism that ads often mimic organic results.

If users see fewer unwanted ads, trust in search may increase. Critics may still view it as a superficial change. Over time, the impact on trust will depend on reliability and consistency.

Potential drawbacks and loopholes

The “hide” feature doesn’t block ads permanently or across sessions. It still requires user action each time. The design ensures ads are visible first, which could be seen as manipulative.

Users with ad blockers may still prefer those stronger tools. Google might limit how often hiding is allowed. There may be limits or exceptions for some ad types.

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Key takeaways

Google’s new ad tool gives users a simple way to collapse sponsored results after viewing them. It groups ads, ensures labeling, and allows hiding on demand. While it grants some control, the default exposure still maintains ad prominence.

Over time, it may shift how users interact with ads and influence ad design. The feature’s adoption and evolution will show whether Google truly prioritizes user experience.

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Do you prefer a search tool that hides ads automatically, or one that shows them but lets you collapse them afterward? Share your thoughts.

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This slideshow was made with AI assistance and human editing.