The new advertisements will come primarily in two formats: "gallery" ads, which include multiple images that users can swipe through, and "discovery" ads that place sponsored posts in places where people are typically looking for content tailored for them. Discover ads will appear within the Google Discover feed among other places, appearing alongside suggested news stories and other content geared toward a user's interests. Gallery ads, which are set to roll out later this year, will crop up in search results. Google claims the format has produced 25 percent more interactions than more static ads.

Google has been ratcheting up its advertisement efforts as of late. Earlier this year, the company introduced sponsored content on Android TV, much to the chagrin of smart TV owners. It has started to experiment with "shoppable ads" that let people buy products directly from image searches. The company has also started showing shopping links on YouTube videos that allow viewers to purchase goods directly through its Google Express shopping platform.