Switchfast Blog: The Future of IT
Display Ads: Is Google Leading the Way or Following the Beaten Path?
Thursday, April 21, 2011 by Michelle Hartley
Earlier in April, Google announced an improved interface and
bidding system for its Display Network. Similar to Google
AdWords'function of delivering text ads, the Display Network
focuses on enabling users to place banner ads on participating
pages.
http://www.google.com/adwords/displaynetwork/
It's always beneficial for small businesses and organizations to
get the same marketing tools used by big businesses, but will this
worsen the online experience for users? Hardly anyone is nostalgic
for banner-clogged pages of the early internet, and the Google
Display Network touts several advantages over the old, unfocused
format of banner advertising.
As their website details, the Display Network connects display
banners with associated keywords and content- similar to Google
AdWords' content targeting. The customizable budget will also allow
for precise spending- and pricing can be structured on a Cost-per-
Click, Cost-per-Acquisition, or Cost-Per-Thousand-Impressions. This
can mean higher ROI and better audience targeting, the holy grail
of any small business marketing campaign.
Despite the innovations, it's difficult to imagine website
dedicating greater space to these display ads for several
reasons:
-Users create a customized ad from a selection of templates, and
while more choice should create a diverse set of ads, business
owners pressed for time might find it difficult to create an
effective ad- one that won't get lost in the "noise" of the
web.
-Google's text-based ads fit neatly into the browsing
experience, without demanding additional visual space on a page or
potentially slowing down the page loading time.
-Banners served through the Display Network might disrupt the
overall viewing experience of a page- especially with animated
images.
Share your thoughts with us below- would you welcome more visual
ads onto your favorite pages? Could your business use this as a
means of driving traffic and growth?
Until next time,
Michelle Hartley
Switchfast Technologies
Chicago IT Support &
Consulting
Rochester IT Support &
Consulting
Outsourced Marketing
Services
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