The real estate-heavy panels on mobile encompass multiple product images, more review sources, videos and, of course, Shopping ads.
In the example above, there is one Shopping ad in the “Shop on Google” section. In other cases, the knowledge panel will feature a carousel of Shopping ads. The example below also features several product images in a carousel, as well as an additional “Details” tab.
Google pulls in user reviews from various sources, including merchants, manufacturers and brands that participate in the Product Ratings program and from platforms like Influenster.com. The editorial reviews about specific products are surfaced algorithmically.
Google first began showing ads in knowledge panels at the end of 2013. The update comes right before the holiday shopping season, a time when Google competes heavily with Amazon and others for product search volume. It also reflects Google’s move to provide more information about products in the search results themselves with features like side-by-side product comparisons, for example.
Google tweeted a GIF showing the new shopping panel experience: