We all know that the newspaper industry is on life support, with a prognosis that at best gives papers as we know them just 4 – 8 years, depending on whom you talk to. And of course, everyone blames the Internet for the demise of the newspaper, which is certainly a main factor.
Now comes another blow, courtesy of Google. The mainstay and real moneymaker of newspapers has always been the massive Sunday paper that had circulars and pounds of inserts. I’m sure that you, like me, have fond memories – especially around the holidays, of lugging in a 2- or 3-pound Sunday newspaper chock full of brightly colored inserts that you just couldn’t wait to wade through.
Well, back to Google and what appears to be a dagger in that holiday tradition. They’ve introduced a way to make Internet advertising look a lot more like the inserts in that nostalgic Sunday paper. And advertisers are enthusiastically joining the parade.
Google is of course the world’s biggest search engine. And search advertising is now shifting around, using more visual elements like videos and product images, leaving behind those text-only listings of the recent past. Over 33% of Google’s search ads are now using the newer formats.
Now, web users will see the circular-style advertising, viewing multiple photos and large type by clicking on the search ads. And Google will automatically tailor the promos based on factors like topics entered and the location of the user.
So who is on board Google’s new venture? Oh, just Best Buy and Macy’s to start. Not bad for a new venture. Which makes a lot of sense, considering that Google is gobbling up 76% of the U.S. market for search-based ad revenue, a huge number indeed.
What this gives Google is more than one click option on an ad. Let’s say, for example that a company provides links to different products it produces. Smart strategy – because it increases click-through rates from about 15 percent to more than 50 percent! That’s a mega number – and it’s good for Google, because the advertiser generally pays them after a user clicks on an ad; and it’s certainly good for the advertiser, because they’re getting an amazing click-through rate on their ads.
But before we erect a tombstone for Sunday newspapers and their wonderful color circulars, take note that Google itself isn’t abandoning the print media. In rolling out its new ad formats, Google is using a marketing campaign that includes both Internet ads, as you would imagine. And print advertising as well!
Now comes another blow, courtesy of Google. The mainstay and real moneymaker of newspapers has always been the massive Sunday paper that had circulars and pounds of inserts. I’m sure that you, like me, have fond memories – especially around the holidays, of lugging in a 2- or 3-pound Sunday newspaper chock full of brightly colored inserts that you just couldn’t wait to wade through.
Well, back to Google and what appears to be a dagger in that holiday tradition. They’ve introduced a way to make Internet advertising look a lot more like the inserts in that nostalgic Sunday paper. And advertisers are enthusiastically joining the parade.
Google is of course the world’s biggest search engine. And search advertising is now shifting around, using more visual elements like videos and product images, leaving behind those text-only listings of the recent past. Over 33% of Google’s search ads are now using the newer formats.
Now, web users will see the circular-style advertising, viewing multiple photos and large type by clicking on the search ads. And Google will automatically tailor the promos based on factors like topics entered and the location of the user.
So who is on board Google’s new venture? Oh, just Best Buy and Macy’s to start. Not bad for a new venture. Which makes a lot of sense, considering that Google is gobbling up 76% of the U.S. market for search-based ad revenue, a huge number indeed.
What this gives Google is more than one click option on an ad. Let’s say, for example that a company provides links to different products it produces. Smart strategy – because it increases click-through rates from about 15 percent to more than 50 percent! That’s a mega number – and it’s good for Google, because the advertiser generally pays them after a user clicks on an ad; and it’s certainly good for the advertiser, because they’re getting an amazing click-through rate on their ads.
But before we erect a tombstone for Sunday newspapers and their wonderful color circulars, take note that Google itself isn’t abandoning the print media. In rolling out its new ad formats, Google is using a marketing campaign that includes both Internet ads, as you would imagine. And print advertising as well!
