In an improvement to display advertising, Google have launched a new service to bring Rich Media and Video opportunities to advertisers through their AdWords Display Ad Builder.
The ads contain more functionality than standard display advertisements, allowing the customer to interact with the ad before clicking through, for example allowing advertisers to promote multiple products through the same ad, or convey multiple messages such as ‘Explore, Buy, Save’ with different images.
They also allow for multiple URL’s to be used for the different products being displayed. Previously, a display ad would have one generic destination URL which would reduce the targeting possibilities. Google’s new rich media ads allow for each product to be assigned a specific link, which is likely to result in increased conversions following through more effective landing pages.
Google have implemented new tracking statistics for rich media ads in order to allow advertisers to monitor the effectiveness of each ad. These include ‘Mouseover rate’ which relates to how many users moved their mouse over your ad for one or more seconds. There is also the possibility to set up unique interactions, which will determine when a user has performed a specific action relating to your display ad.
The Click To Play template allow advertisers to upload video which will be displayed as video, as well as choosing start and end images and various colour schemes.
If you would like to know more about display advertising then contact Fusion Unlimited, we have experience in delivering display campaigns for some of Britain’s biggest brands.