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Paid Search Advertising
Google's "Rich Paid Search Ad" Monetization Strategy
The past year we have seen a flurry of new developments from Google in the area of sponsored search. Like many other businesses Google has been forced to make adjustments to their business operations in order to compensate for lost revenue as a result of the decline in online advertising spending. They have been creative with introducing new ad format and extensions to their existing ad products to keep advertising income at current levels.
We've seen Google's aggressive move into online display advertising with the introduction of the Double Click Ad Exchange, and new, innovative video advertising products that tie in directly with YouTube video products. However, most recent developments have dealt directly with their most lucrative product - Google Adwords sponsored search.
Several enhancements have been added to Google Adwords text ads, offering advertisers new advertising opportunities to boost revenue and profit. Especially advertisers with ecommerce web sites should take note of several of these developments. Online merchants who are running Google AdWords search campaigns and are also participating in Google product feeds via the Google Merchant Center, can take advantage of these new offerings.
Google Adwords Product Extensions
Earlier this year Google introduced the Product PlusBox to advertisers that crack the top of the search results page ad slots. This new feature has added a PlusBox at the bottom of the search text ad that can be opened up to show related products from an advertiser's ecommerce web site. When a text ad appears and the Google Merchant Center account contains products that are relevant to the searcher's query, product extensions show the images, titles and prices of the advertiser's products in the PlusBox under the ad. Recently Google formally released this product to all US advertisers, labeling it Product Extensions. Unlike the earlier PlusBoxes versions advertisers can now augment their ads with Product Extensions no matter where on the page the ads rank.
Product Listing Ads
Last month Google announced Product Listing Ads. These ads are generated directly from information that resides in the advertisers product feeds stored in the Google Merchant Center. The ad includes a product image, product name, and price information for product offerings that are relevant to shopping related keyword searches. These ads will appear at the top of the sponsored link area on the right hand side of the page. Clicking on these ads will take the consumer to the product page specified in the feed. Product Listings Ads can stand out significantly due to the inclusion of the product image. Another important point is that these ads are only available on a cost-per-action (CPA) basis. Keep in mind this means advertisers will also need to have conversion tracking for AdWords set up on both the ecommerce web site and in the Google Adwords account. For now these ads are only available in beta, but keep your eye out for a full release from Google soon.
Location Extensions
An ecommerce site is not required to take advantage of the new options for augmenting paid search ads. Any small local business, can now take advantage of Google's Local Business Center (LBC). The LBC allows small businesses to list details about their business and most importantly it's physical location. However, linking a LBC account with an AdWords paid search account allows small businesses to add new Location Extensions to their paid search ads. Location Extensions will include an address along with the text for their paid search ad. Google will also be able to automatically synch up the ads with the business address once the AdWords paid search account is linked up with the LBC. Businesses that have more than one business address, will be able to choose which address is associated with their ads. This new functionality takes the place of the previously existing local business ads. Considering Google’s continued efforts to improve local search there are bound to be more developments for local advertising in the near future, giving local business advertisers more incentives to link up their LBC's and AdWords accounts.
Ad Sitelinks
Google has also recently introduced the Ad Sitelinks feature. Ad Sitelinks is a new Google Adwords search feature that provides up to four additional destination URL's, beyond the traditional destination URL, to deep content (landing pages) within web sites. These URL's will display below the regular ad text. Advertisers will able to select what pages these four URL's lead to. This provides advertisers with the ability to give the user more options, which can help improve ads relevance and performance.
Ad Sitelinks, however, are not available to everyone at this time. Google is only offering Ad Sitelinks to advertisers whose ads "meet a certain high quality threshold." Google does not provide any further specific quality information at this time.
With these "richer search ads" Google aims at further monetization of the traffic to the Google.com web site. There may be several reasons why Google has chosen to do this now. The recent recession has affected their bottom line just as it has many other businesses. Also, search itself is facing many challenges, such as the steady growth in popularity of social media marketing and online video advertising. Whatever the reason, the new features that are being rolled out by Google offer advertisers more options to get the attention of Google's sizeable audience.
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Past Presentations
128 Business Expo 2009
Friday, October 9, 2009 - 12:00 noon
Westin-Waltham Hotel
Waltham, Massachusetts
"Twitter and Blogging for Business"
Presenter: Louise Rijk
Click here to play the video
Middlesex Savings Bank Business Success Seminars
Thursday, June 18, 2009 - 7:30AM
Crowne Plaza Hotel,
1360 Worcester Street, (Rt 9), Natick, MA
"Using Internet Marketing to Build Your Business"
Presenter: Louise Rijk
Click here to play the video
Clark University
Thursday, May 14, 2009 - 8:45-12 noon
Grace Conference Room
Clark University, Worcester, Massachusetts
“Search and Digital Asset Optimization”
Presenter: Louise Rijk
Click here to play the video.
WebmasterWorld PubCon 2008
Las Vegas
“Integrating Word of Mouth Marketing (WOMM) into the Advertising Mix”
Presenter: Louise Rijk, Vice President of Marketing and Sales
Click here to play the presentation
128 Business Expo 2008
The Westin Waltham-Boston Hotel
“Using Social Media to Connect with Prospects and Customers”
Presenter: Louise Rijk, Vice-President of Marketing and Sales
Click here to play the video.
495/MetroWest Business Expo
Sheraton Framingham Hotel
Pre-Expo Keynote Presentation
“A Strategic Approach to Integrated Marketing”
Presenter: Louise Rijk, Vice-President of Marketing and Sales
Click here to play the video.
Bentley College, 2008 - Waltham, MA
“Planning and Integrating a Targeted Internet Marketing Campaign”
Click here to play the video.
WebmasterWorld Pubcon 2007 - Las Vegas, NV
“Planning and Integrating a Word of Mouth Marketing (WOMM) Campaign”
Click here to play the video.
BizAction 2007 - Washington DC
"Email, Social Media and Search in the Overall Marketing Mix"
Click here to play the audio.
128 Business Expo 2007
"Blogging and Podcasting For Business"
Click here to play the video.
495/Metrowest Business Expo
Pre-Expo Keynote
"The Rise of the Internet as a Mass Advertising Medium"
Click here to play the video.
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If you would like more information on Internet Marketing, Consulting, Search Engine Marketing, Social Media Marketing and Email Marketing, please
click here.
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Copyright © 1996-2009. Advanced Media Productions, Inc.
Advanced Media Productions, Inc.
251 West Central St., Suite 28, Natick, Massachusetts 01760, USA
Tel: 508-647-5151 Fax: 508-647-5150
E-mail: info@advmediaproductions.com
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