Adding to its list of recent developments, Google is currently trialling out interactive, local search ad formats in the US. The aim is to make search results as relevant and targeted as possible.

To achieve this, Google is looking to add value to search results by integrating more video, pictures, maps, and prices to enhance user search experience. Local maps will help in ‘localization’ of search results while more links within search listings will enable users to reach specific sections of a website instead of the homepage.

This move should help Google keep up with rival Microsoft’s Bing search engine and maintain a majority of the market share.