How Google Changes Will Impact Online Marketing of Properties
Ads that don’t look like ads – now made easier
“Native ads” are those online ads you see that are designed to look as if they’re part of the content of a website or app, unlike a typical banner shouting “Don’t read me! I’m an ad!” A 2013 Forbes article documented a study showing that people do in fact pay more attention to native ads than to banner ads.
The trouble is that creating separate ads to mimic the style of dozens or hundreds of different websites is well nigh impossible. Nobody in your marketing group has the time to create a different-looking ad to match the style of every website your ads might appear on.
But Google is working on the fix. What will happen is that websites and apps will have style templates that allow advertisers to simply plug in their text and graphics, and the styles of the sites will be matched automatically. It’s part of Google’s ongoing effort to simplify and automate the creation of any variety of ad that might appear on a website or app.
Getting what you paid for
Another example of Google’s automation efforts is their push to automate the implementation of agreements made between advertisers and websites – and this too should be a big help to PMC’s.
Let’s say a PMC negotiates a deal for the placement of an ad in a certain position on the website of an apartment listing service, at a certain price. Now, the terms of the deal will be programmed into Google’s ad tools so that the negotiated terms will be consistently implemented, at the agreed-upon price. The PMC will also be able to easily target which ads appear based on the demographics of the visitors.
The online advertising landscape is constantly changing, and it pays to keep an eye on advances such as these that can make your marketing dollars go further. Often we concentrate on the obvious: search engine optimization, fresh content, ad placement and other core ingredients of effective online marketing. But a good way to outsmart your competition is to take advantage of innovations such as the ones described here while others do only the basics.
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