The traditional search experience was for the user to type in a search term, press search, and for simple text links to be supplied. With recent updates, currently available in the United States, Google is looking to add further detail and rich media content to its displayed ads.
One example of these new features is the inclusion of video within an ad. For example, if the user types in the name of a film then Google can now embed a trailer for that film within the search results. This should certainly cut down the time spent deciding which film to see!
Another addition is the inclusion of ‘deep links’ to the advertising site. These links, displayed within the advert, allow the advertiser to not only supply a link to their site but also targeted links to key pages. For example, if a cinema chain was to create adverts in this new format they may choose to include links to their ‘booking’ and ‘find-a-location’ pages along with their main site link.
The addition of maps to the ads will also be of benefit to local businesses. These maps not only show the location of a local store related to the search terms, but will optionally provide directions to that establishment. Furthermore, multiple locations for big name retailers can be shown in a single map – checking which fast food restaurant is closest might just have become a lot easier!
Finally, Google is including multiple entries for products within adverts. For retailers selling a wide range of popular products, this will allow them to show thumbnails and prices for their items directly in the advert.
With these additions, Google is developing and extending the features that businesses can use to advertise. This further strengthening of Google’s hugely successful advertising system means that it looks destined to remain a powerful force in ecommerce.
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