Last week Google promoted some of its newer ad formats for search results under the concept “ads are just answers.” That phrase really speaks to the magic of search marketing’s ability to put a message in front of “hand-raisers”. Google used to limit ads to 3 lines of text in the name of simplicity. But now searchers can interact with richer formats such as site links, media ads, product ads, local extensions etc. We’ve heard about formats that resemble comparison ads too.
Google’s VP of Product Management revealed to Bloomberg that Google would pilot “circulars,” which will allow searchers to browse many products, including images and descriptions.
To us, all of this innovation is great news. It speaks to Red Bricks Media’s philosophy of creating results through digital merchandising. Consider AdWords Site Links, extra lines of copy that link to site departments. We’ve found that having the right site links in place can help direct different audience groups deep inside a destination site rather than to a homepage. That means each searcher gets a much faster, less distracting and more convenient web experience. Similarly, dedicated web domains allow advertisers to message discretely to different kinds of customers.
Even better, mobile ads allow us to message to the same customer groups, only when they are in different states of mind. While a PC ad might entice visitors to watch a video or join a contest, a mobile ad will ask searchers to call and chat.
Sound familiar? It’s what any good marketer would do in the offline world: design customer messages and environments that begin or continue relationships with their best customers.
