Google announced that it is changing the way the mobile PLA (product listing ads) ad unit looks on Google.com. The update is designed to help shoppers browse and discover merchandise more easily while using their mobile device.

“People are increasingly turning to their mobile devices as shopping assistants at home, in stores, and on the go, and constant connectivity is helping shoppers find the products they want, whenever they want,” Google Shopping group product manager Jennifer Liu said in a blog post. “Google Shopping connects people looking for products with the best places to buy both online and in local stores, and there are big opportunities for retailers to connect with mobile shoppers using mobile Product Listing Ads (PLA), particularly as we head into the holiday retail season.”

Here’s what mobile PLAs will look like going forward:

With the new style, users can swipe through products without having to leave the search results page. Product images and titles are also larger than before.

As a result of the new style, more businesses have a chance of hitting the initial search results page. Google says that it is driving more traffic to retailers, based on early tests.

In the blog post, Google shares a couple examples of retailers who have benefited. REVOLVEclothing.com, Google says, grew mobile PLA campaign clicks by 371%, conversions by 537% and mobile return on ad spend by 77%. There’s a case study here.

Image: Google