Last November, Google began providing Instant Previews for websites listed in Google search results, allowing users to view partial snippets of a Web page on the results page without actually having to click through to the site.
Now, Google is building on that model by launching Instant Previews for Ads. Starting on Monday, the preview box will appear next to ads featured in search results, allowing users to quickly scan the advertiser’s page.
“By allowing potential customers to preview your site before they arrive, Instant Previews helps you get even more highly qualified traffic to your site,” Google said on its Inside AdWords blog. While advertisers are usually charged per click on their links within Google’s search results page, the Instant Preview clicks will be free, and advertisers will only be charged if a user clicks through to the ad's actual landing page.
The feature is only available in the U.S. for now, and rolls out worldwide in the coming weeks.