Google is testing an animation, where an image asset slides into the sponsored results listing. So it turns a pure search text ad into a text ad with an image that slides in from the right side of the screen.
This seems to be on mobile, and I cannot replicate this, but Karl-Heinz Fogarascher spotted this and posted about it on LinkedIn - hat tip to PPC News Feed.
Here is a GIF of it in action:
Karl wrote, "The CTR image assets are now nicely animated into the text. At least for me on IPhone & Chrome. Has this really already been noticed? Opinions? I think Fancy!"
Forum discussion at LinkedIn.
