The search engine giant has invested in innovative new marketing technologies for its search advertising platform. But will it mean a higher return for advertisers?
Google has certainly been busy this week. First they announce they are about to bring back display advertising from the brink. Today, its bolstering its search ad capabilites.
Google has blended videos, images, maps and more into the search results on its search engine to provide a better “search experience”, and a visual one at that.
The search engine giant has been developing and testing a variety of new ad formats. These formats are focused on giving users ads that are “relevant and useful”.
According to Google’s blog, the company is “committed to giving you the information you want — regardless of the form in which it might appear”. But what does it mean for marketers?
The new formats will allow advertisers to provide richer types of information in the ads.
“Text is often useful, but sometimes videos and pictures are a more effective way to receive information,” it notes on its blog. And if you need an example: “if you want to learn a magic trick, a video showing you how to perform the trick is likely the best result.”
Users might also see an ad with more links so they can quickly find a specific page in an advertiser’s website.
Another example: If you’re trying to find a holiday bouquet to bring to your dinner party hostess, you might see an ad that shows your local florist’s location on a map and provides driving directions.
Starting today, you might spot ads that include images and prices for specific products on Google. But while it experiment with new formats (and new revenue streams and price points, I’m assuming), the company will remain “loyal” to its core principle of “getting the right ad to the right person at the right time”.
Google even touts yet more innovative improvements to its advertising business in the future.
Search advertising is about to change forever. And I can’t help but wonder if all this has been spurred on by the incoming threat of Microsoft’s Bing search engine. Google certainly has been busy lately, what’s next and do all these new improvements mean higher prices for advertisers? Furthermore, is it more work for marketers? Looking forward to seeing some ROI figures from advertisers on the back of these “improvements”.
Do you think the changes will make a vast difference?
