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More Video Coming to Google Search Ads



Back in March 2008, we first saw video live in Google search ads. However, eighteen months later, video ads are still scarce in the SERPs. But maybe Google’s rethinking that, according to a Reuters report about a conference call yesterday.

new video adsGoogle is looking at changes in their search ads:

“Our search ads have largely looked the same over the course of the past seven or eight years,” said Nick Fox, a Google director of product management, referring to the text ads that appear alongside Google’s search results.

Fox detailed various ways that Google is striving to liven up the ads. In August, he said, Google introduced a feature that allows advertisers to highlight multiple links to different products or brands within a search ad.

Fox also mentioned a few advertisers using video today: the remake of Fame and the latest Tiger Woods video game. Google expects more and more ads to feature images and video, as we’ve predicted and reported.

Perhaps most interestingly, Google also discussed the future of search ads on mobile devices, albeit obliquely:

The company also said it was developing features to make search ads more relevant on Internet-enabled cell phones, but did not provide details about where mobile ad revenue fits into the overall picture at Google.

“Mobile for Google been a small but very fast-growing segment that we think is going to be an important part of our monetization and search story going forward,” said Susan Wojcicki, Google vice president of product management.

They also mentioned the recent changes in bidding, campaign management, and the search engine itself.

What do you think? What changes are you most excited about in Google ads? How many image and video ads have you noticed—and are you ready for more?

  • http://www.SocialMediaCommando.com Social Media Commando

    Video Ads in the SERPs is very cool, here’s why:

    Of course people love to watch videos, but what really excites me is the ability to capture interest with less clicks.

    When a sponsored search result includes a video, that’s one less page I have to navigate in order to learn about the product or service.

    Cannot say I have seen a lot of video ads yet, but I am excited about creating some of my own to see how well they test.
    .-= Social Media Commando´s last blog ..How to Build Your Personal Brand Outside of Work Hours =-.

  • http://www.marketingpilgrim.com Jordan McCollum

    Yes, for users, that’s one less page to view—but advertisers have to pay per video view click, not just click throughs, same as last year: http://www.marketingpilgrim.com/2008/03/video-ads-live-on-google-serps.html .

  • Luc

    I have to agree with Jordan here. Great for users, not so much for advertisers. User-centric design is great, but I can’t help but think that the AdWords product owners are forgetting about the people who actually spend money with them.

    The way I view video ads in SERPs is that Google has found a way to charge us without having to even drive the traffic. Clickthroughs cost money, but at least then you know the person clicked has genuine interest in the site or product. Videos on the web are so ubiquitous, they can be consumed in passing.