Every day a new tool or innovation hits the market and sometimes it is difficult to keep up with them all. The performance advertising market, obviously dominated by Google, is one of the areas receiving a lot of attention and investment at present, thus I felt it appropriate to share some of the latest developments and new innovations in the sector in the past month alone.
1) Google Innovations Lab & Remarketing Tool
Paid search innovation for Google is increasing at a rapid pace as Facebook is set to nab $2 billion in advertising revenue from the search giant in the next 2 years. This combined with keyword inflation which is diminishing advertiser value is testing Google’s ability to continue to grow ad revenue. One way Google is attempting to drive innovation is through Google’s Innovations Lab. The lab provides a sneak peak into some of the new formats Google is offering, along with the ability to provide Google with feedback on the new formats. In particular one interesting new format is the Google remarketing tool – which allows advertisers to remarket to consumers by delivering tailored messages based on user onsite interaction.
For more information visit: http://www.google.com/ads/innovations/remarketing.html
2) Mobile Phone Application Targeting – Google & Apple
In February Google announced its new mobile app targeting in Australia, which allows advertisers to target specific mobile apps through their content network. However it seems that a not so likely competitor is set to take it to the search giant in the mobile advertising space. Apple is expected to launch its ad network on the 7th of April – likely to be termed iAd. At this stage it is unclear if the network will provide app advertising, or other ad formats on the iPhone however what is clear is that with mobile search and advertising still growing the battle to own the mobile advertising market is sure to be a battle of the titans.
3) YouTube In Video Display Ads
Although invideo ads were introduced onto the YouTube scene in 2007, YouTube has released a new tool through Google AdWords to allow advertisers to create animated invideo advertising that enables advertisers to target users invideo in a few simple steps. These ads can be targeting according to demographics, content categories or even placed at a video-by-video level. The ads appear for several seconds part way through a video and fade away if they’re not clicked on. With video usage sharply increasing there is no doubt that new services such as these will see high take up rates in video advertising in the year/s to come.
For more information visit http://www.youtube.com/t/ads_invideo
Google Search Funnels;
The age old argument of click attribution seems to be over – well at least Google thinks it is. Google has launched a new tool for Google AdWords customers to enable advertisers to attribute value across the search funnel not just attribute the conversion to the final click. There is no doubt Google’s latest tool has been built to demonstrate value from broader more expensive keywords to increase revenues however there is some definite advertiser benefit in here as well.
AdWords Search Funnels provide a set of reports to describe the ad click and impression behavior on Google that leads to a conversion. Some of these reports include the first and last click analysis as well as assisted conversions. Search funnels is available through accessing the conversions tab in the reporting module of AdWords.