Google is testing a new feature for search ads, which includes links to popups that contain Knowledge Graph information. It appears to replicate a feature that Google already utilizes in organic results.

This was launched in January:

Typically, like most Knowledge Graph descriptions, info is taken from Wikipedia. Recently, it was discovered that Google is actually tapping DMOZ for some of it.

Arianna Wolf got some screenshots of the feature being used in ads, which were picked up by Search Engine Land.

Here’s what it looks like:

When clicked, it produces essentially the same effect as what you see in the first image from the organic results.

Apparently the feature only appears on the ads that appear above the organic search results (as opposed to those on the side of the page).

We’ve been unable to reproduce the test. It’s unclear how big it actually is.

As Ginny Marvin at SEL points out, this feature could potentially drive people away from the actual ad click, similar to how the Knowledge Graph can already take traffic away from organic results. On the other hands, if it has a Wikipedia page or something else to point to, it could lend a bit of credibility to an advertiser the user isn’t familiar with.

Image via Google