In a Webcast with investors on Wednesday, Google executives walked through a variety of innovations designed to make its search ads more relevant to users and more effective for advertisers.

"Our search ads have largely looked the same over the course of the past seven or eight years," said Nick Fox, a Google director of product management, referring to the text ads that appear alongside Google's search results.

Fox detailed various ways that Google is striving to liven up the ads. In August, he said, Google introduced a feature that allows advertisers to highlight multiple links to different products or brands within a search ad.

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