Google Search Executives Tout New Search Ad Formats (
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Hungry to prove that search advertising is not in danger of drying up or
going stagnant, Google search ad monetization executives Sept. 9 said they are
working on new ad formats to help boost the company's revenues.
Google's search ad formats—largely contextual links from search results—have
not changed over the past several years, a common complaint among experts
looking for Google to help innovate online advertising in search. During a
Webcast on search monetization, Google showed how it is leveraging site links,
videos, product, local and map information as vehicles for new ad
opportunities.
Susan Wojcicki, vice president of product management at Google, said Google
views ads the same way it views search—as another form of information, albeit
commercial information. "Sometimes the best result in search is an
ad," Wojcicki told financial analysts and press during the first of a
series of Webcasts to keep Google watchers abreast of the company's plans.
Nicholas Fox, product management director for ad quality at Google, said
search ads have for the last several years consisted of a blue link with 70
characters of text and a green URL taking users to their destination of their
choosing. That is changing, he said.
For example, Fox showed how in August Google improved site link ads for some
search results, where advertisers pay a cost per click for any of the clicks
within their ad, including the headline or deeper links. For screenshots of the
following demonstrations, please see Google Watch here.
Google users interested in purchasing an automobile can type in "chevy" and see options for site links that will take users
to four separate Web pages for the Chevy Silverado, Malibu,
Traverse and Equinox car models. Chevy chose to show results in its ads that
are different from the algorithmic results. Users can also see similar results
for the queries "Expedia flights" and "Staples.com."
Fox said Google is sprinkling in video ads via movie trailers. For example,
users doing a search to find more information on the upcoming movie remake
"Fame" will see an option to watch the trailer right from
the search results.
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