It’s hardly the first time Google experienced new formats. Over the years there have been several places where the results changed. Recently in France, there were several days where 4 ads appeared with Quality Score 10/10 at the top of the SERP. Although we only spotted this in a couple of searches, this change does not remain unnoticed. Not only is it a new approach to the Adwords Program, it also has an interesting effect on global performance since organic will be pushed to the 5th available position, leaving out the natural choice for most screen resolutions.
In Mobile, all the screen is most of the times taken over by Adwords program, but desktop has a more conservative approach.
We must wait and see whether it’s something to stay or just another test. Will the Adwords program expand to the fold line?