Google is experimenting with a new way to display sponsored labels in their search results. As users scroll through search results that include Google Ads, these sponsored labels seem to persist on the screen. However, once users move past the sponsored content to the organic or free listings, the labels disappear, only to reappear if the user scrolls back up to the sections containing ads.
This observation was shared by Gagan Ghotra, who also posted a video showcasing the feature on the social platform X.
This approach could potentially make it clearer for users to distinguish between paid advertisements and organic search results as they navigate through Google Search.
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