Google AdWords Launches Banner Ad Formats
Ok, so the news is out and Google has update the AdWords site to include the newly launched Image Ad Formats. Yes, you can now display banner ads over the AdSense network.

The information can be found at the AdWords site, but here are some extracts.

What are image ads?

Google image ads are a new type of graphical AdWords ad appearing on select content sites in the Google Network. Image ads combine two powerful approaches: graphics and proven AdWords targeting technology.

Unlike traditional online graphical ads, image ads are matched to a page's content. This targeting makes image ads more attractive and relevant to anyone browsing the site. Therefore, image ads offer you yet another effective way to increase your business exposure and reach new prospects.

The image ads feature is currently in beta release to all advertisers in multiple languages and over 250 countries.


Why is Google offering image ads?

Our commitment has always been to enhance the overall web experience for users, advertisers, and publishers by delivering relevant search results and ads. With image ads, this goal hasn't changed.

We're simply combining images--which attract considerable attention--with our proven AdWords targeting technology. Because of this, we can offer advertisers yet another highly efficient way to reach the right customers. In addition, we can improve the variety, quality, and relevance of ads a user sees.

Showing image ads is optional. You may continue showing only text-based AdWords ads if you prefer.


How are image ads different from traditional banner ads?

Although their appearance is similar, image ads differ significantly from banner ads in terms of relevance to the reader. Google image ads are matched to a webpage's content by the same proven targeting technology that drives AdWords text ads. Because of this targeting, image ads are highly pertinent to the interests of a person browsing a particular content site.

By showing image ads, you're not just placing your brand and message in front of an audience, you're reaching potential new customers already inclined to be interested in what you have to offer.



So Google has decided that they can now revive the very ad format that has slowly died over the past few years, in part due to the popularity of search. Is it just me that thinks this is a little too diverse from what has made Google a success?

What makes Google think that they can make banner ads work any better than other companies. Oh wait, I know, they have 150,000+ advertisers willing to throw as much money as they can at the world's largest search engine; or should I say "Media Engine".

I don't often rant on this blog, but I think this announcement deserves a little of it. There is no doubt that Google can make this work, but for a company that just got done telling us how they will not be bowing to the pressures of Wall Street, it seems a little too soon to start offering a product that appears to be simply cashing-in on the willingness of their advertisers to spend money with them.

If I am reading the details of Image Ads correctly, it appears that advertisers will be charged the same amount for their banner ad as they will for their text version. Since when do banner ads convert at the same rate as text ads? They simply do not and it will be interesting to see if AdWords users start complaining and requesting a different payment structure for banner ads, as they are currently requesting with the Gmail ads.

Ok, I feel a little better now. I'm looking forward to hearing the official word from Google on why they have decided to launch Image Ads. Right now, I can only see one reason, and it has a picture of George Washington on it!!
Andy Beal | permalink | +marktd |