Google is set to unveil a new advertising campaign that will feature celebrity endorsement of advertiser's products.
At the SMX Conference in New York, Google social advertising chief Christian Oestlien said that the feature was in testing and that the results would appear under the regular paid search results.
Only a few celebs have signed up so far and Oestlien showed off products being endorsed by the Kardashian sisters.
Apparently the feature is related to the Google+ social effort and celebrities just need to +1 things they endorse. Presumably they'll be motivated to do so if they're already being rewarded for promoting some product or another.
Meanwhile Google gets to draw attention to the celebrities arriving on the firm's Google+ platform as well as gaining another service it can sell to advertisers.