October 5, 2011

Google make more improvements to search ads

by Kerry Butters

Google have revealed that surfers are 50% more likely to click on an ad that uses three lines of Sitelinks.

Sitelinks appear under the URL of the main page when a user puts in a search which can take a user directly to the page they are looking for.

According to Google, 200,000 advertisers now use Sitelinks as part of their marketing campaign.

Nick Fox, Google’s vice president of product management, will be talking about how quick advertisers have been to adopt new formats since Google “began experimenting nearly two years ago” on Monday.

At Advertising Week in New York, he will be discussing how innovations in search ads “can help to grow successful businesses.”

New formats mean that people can find what they are looking for faster and about one third of businesses use an enhanced ad.

These include ads that are more visual and can be used to embed movie trailers, product images and prices.

Consumers are more than twice as likely to click on these types of ads and “hundreds of millions of products” are available in this format.

Another popular format uses location and more than 20% of searches are related to location.

This climbs to 40% when the search is carried out on a mobile device.

Businesses can attach an address and even a map to their search results, meaning that potential customers can find them on the move.

The new +1 button also means that customers can find companies that have been recommended by others. Further to this, people can easily share product information and special offers.

Google say they will continue experimenting with search ads in order to help businesses grow and connect with the right customers.

For more information on what is right for your business, visit Google here.

The search giants say they are “developing ads that provide richer information to you because (they) believe that search ads should be both beautiful and informative.”

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