Google Ads Tests Swipeable Multi-Location GBP Carousels

Google Ads is reportedly testing an innovative new layout for multi-location Google Business Profile (GBP) assets, observed as “swipeable” carousels within search results. This significant shift from traditional list-based or map views aims to enhance how users interact with businesses having multiple physical branches. Spotted by Shameem Adhithya, this emerging design presents distinct location cards in a horizontal, scrollable format, allowing users to easily browse through various nearby outlets directly within the ad or search interface. Each card within the carousel typically displays essential information such as the location name, address, and a prominent call-to-action like a “directions” button, streamlining the user journey for local searches.

The primary benefit of this swipeable carousel format is a potentially improved user experience for multi-location businesses. By offering a dynamic and engaging way to explore nearby branches, it makes the process of finding and selecting a suitable location more intuitive and less cumbersome. This interactive display could lead to higher user engagement, increased click-through rates for local listings, and ultimately drive more foot traffic or online interactions for businesses with a significant physical presence. For users, it offers quick access to relevant local information without navigating away from the search results page.

However, this new layout also presents potential risks and considerations. One concern is that the carousel might limit the immediate visibility of all available locations, requiring users to actively swipe to discover every option. This could potentially lead to users overlooking less prominent locations or becoming frustrated if they need to browse through many options. The amount of detail displayed on each card might also be constrained, possibly necessitating additional clicks to access comprehensive information like opening hours or specific services, which could add friction to the user experience.

A specific example showcased in the article illustrates this new functionality, featuring screenshots that appear to depict a search result for a well-known multi-location brand (implied to be Starbucks). These images clearly demonstrate multiple individual location cards arranged horizontally, ready for a user to swipe through, each providing a quick overview and an immediate option to get directions, highlighting the interactive and streamlined nature of this experimental Google Ads feature.

(Source: https://www.seroundtable.com/google-ads-testing-new-layouts-for-multi-location-gbp-assets-41142.html)