A few months ago Google started previewing websites in organic search with a magnifying glass, this has now been launched for Adwords ads:
We knew this would happen – this means that the search landing page needs to be well optimized for the section Google will automatically highlight and pull out in the preview, it must be colourful and inviting too.
I think this will be great for promotions in big letters on the landing page, to stand out:
The opportunity for users to see what they are going through to should increase confidence to click through paid ads, but also, will people really both previewing when they can just click and go through, see if it’s what they want, if not, go back. This could potentially evolve the way users search but users are so set in their ‘I can just hit the back button’-ways that I am not sure the vast majority of users will even notice the magnifying button and its implications for them.