Here is how they appear on the page.
These appear to be called Rich Captions when looking at the source code.¬† They all feature the same thing – an image and then a link to a related search term.
Even though they appear directly below the brand’s search listing, they definitely give the impression that someone is clicking through to a Home Depot page, not another Bing search results page.¬† So this has the potential to mislead searchers that might have otherwise clicked on a true Home Depot link.
Here is an example for Nordstrom
I am not sure this is a very good thing for searchers, since the expectation is clearly that the searcher will be going to the related page on each brand’s website.¬† Then there is the use of the thumbnail images, which are clearly related to the brand.¬† It is easy to see that the searcher’s assumption would be that the image is a thumbnail from an image on the page.
Now, if these rich search captions actually led to the brand’s website, then they would definitely be more useful.¬† There is always the potential that it could be a paid product with a “sponsored” tag.¬† And if so, I suspect some advertisers would be willing to pay some high CPCs in order to have their image thumbnail and link appear directly below a competitor’s search results listing.¬† They are very eye catching and it is easy to see where someone would click on these as opposed to the true brand link above it.
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