How to make advertising more appealing in your next Google Ads campaign
Advertisers looking to boost sales and engagement are going to have to be cognizant of the new Google Ads advertising strategy, according to Google’s Chief Product Officer.
“Google has a very different approach to the advertising market now than it did 10 or 15 years ago,” John Mueller, head of Google Ads, said in a keynote presentation at Google I/O this year.
“We’ve made a lot of progress in terms of delivering a more compelling advertising experience.”
“I’ve seen ads on my TV and on the web, but they’re mostly low-quality, they’re boring, they don’t get people engaged, they didn’t do anything,” Mueller said.
“They don’t generate leads.
They don’t convert visitors.”
The strategy will help marketers build more revenue, but it also will make it harder for them to monetize on the other side of the funnel.
“The ad on the page is a small piece of content, it’s just a small slice of the whole,” Mueller added.
“When you’re trying to drive traffic to that website, you need to have a better, more engaging ad.”
Google has been aggressively increasing the amount of content it produces to drive more traffic to its websites, but its new strategy is taking a different approach.
The company’s ad network has increased the number of ads available on each page of its site from 500 to 1,000, and Google will be offering a premium subscription to Google News advertisers.
In addition to ads on the Google News and Google+ pages, Google will also be launching a new category of ads for advertisers to buy through a Google Play ad service.
Google will be opening up the new ad categories on the main page of Google News, as well as in its own Google News search engine, Google Search, and other places where it offers ad-based searches.
“In a lot more ways than you might think,” Mueller told the audience, “the ads we’re going to be able to do are going do a lot better than the ads we did 10 years ago.”
Google is using the Google Ads initiative to help boost its own business, and Mueller said it will help drive better results for advertisers.
“This will help us with some of the challenges we’ve had in the advertising space,” he said.
“When we first launched this we didn’t have enough revenue from Google to cover our expenses,” he added.
“But we’ve made some really big progress in the last year.
Now we’re able to cover more of our costs.
And we’re now seeing great growth.”
But not all advertisers are happy about Google’s strategy. “
The other thing that we’re seeing is that when we have a great ad, people are buying more.”
But not all advertisers are happy about Google’s strategy.
One big issue is that the new advertising will likely increase the price of advertising.
Google says the ads will remain affordable for both small and large companies, as long as they are not paid for with advertising revenue from the search or ad network.
Google is also offering a free trial for advertisers on the network.
“We’re offering a 30-day free trial, so you can try it and get some of this,” Mueller explained.
“You can go in there and you can make some of these decisions and we’ll work with you to get you some of your money back.”
The trial, which includes a 30 day free trial of the Google Adwords, Google News Ads, and YouTube Ads programs, is available for advertisers who choose to join.
“Advertisers who want to take advantage of this will be able sign up for a 30 month trial,” Mueller noted.
The company says it is also going to make it easier for publishers to create their own advertising networks.
“Now that publishers are going forward with the Google ads, they can create a different advertising network for them,” Mueller stated.
“And if they want to create a separate network for a specific audience, they will be given that opportunity.”
Mueller said he thinks the new ads will help publishers and brands.
“But publishers are still going to need to make their own decisions about how they want and what they want in their advertising,” Mueller stressed.
“And it’s not going to hurt us as a publisher,” he also said.
The Google Ads program, he said, “will allow us to take a lot from publishers and give them some of their revenue.”
Meyer’s remarks, however, come after several years of criticism of the way Google and other big technology companies treat advertisers.
Some advertisers have complained about Google not offering their ads in a manner that aligns with its advertising policies.
For example, some companies, including Apple, Google, and Microsoft, have complained that they have been paid less than other publishers and advertisers in recent years.
Mueller also told the attendees of the event that the company is committed to supporting the diversity of its advertisers.