I was recently the target of a clever advertisement for Google’s comprehensive display advertising offerings via LinkedIn. Compelled to click through, the dynamic ad compared 2 buttons side by side, with separate calls to action asking you to simply vote for your favorite. Once you submit your choice the interactive ad displays real-time results on Americas favorite button choices. The results were pretty straightforward but interesting nonetheless to see the preferences in calls to action across the United States.
Close the sale with calls to action
Google Adwords Small Business Center states that “ads work better when you tell the reader what they can expect to do (or what you want them to do) when they reach your site. Phrases like “Buy Now,” “Save More,” “Sign Up Today,” or “Learn More” are called “call to action” terms, because they tell the reader plainly what you want them to do next.”
Rich media ads have been around for several years, and have provided a powerful canvas for creative expression, driving greater interaction and response. Until now, rich media ads were small portion of total display ad impressions, but last year they grew by 66%. And now, HTML5 ads bring the same interactivity to people who browse the web from mobile devices such as iOS and Android devices. By 2015, we expect that 50% of all display ads will be rich media ads.
The answer is dynamic advertising.
A dynamic ad is a single ad that runs everywhere but each impression is customized to the viewer. It displays the best combination of visuals for each viewer, including the best headline, copy, images, featured products, shopping locales to buy from, and more. Our data show, dynamic ads get twice the clicks and triple the ROI.
Imagine you own a popular coffee chain in Denver that you want to promote. On Monday afternoon, it’s warm and 80 degrees in the city. You run a display ad campaign online that offers Denverites a discount coupon for an iced cold latte, with a searchable map embedded in the ad to show local branches, and a real-time feed from people who have tweeted publicly about your newest flavor. That evening, a cold front rolls over the Rockies. Your ad automatically and dynamically adjusts to present a photo of a hot, steaming cup of hot chocolate in front of a warm fireplace, together with a home delivery number and an offer for free marshmallows.
Display advertising really is at the heart of what we’re doing at Google these days. 99 percent of our top 1,000 clients are now running campaigns on the Google Display Network and YouTube. And last year, they increased their spending on display advertising by over 75 percent. Over 66% of ads on the Ad Exchange are now bought in real-time. On the mobile front, AdMob network now receives more than 2 billion ad requests per day, having quadrupled over the last 12 months. As you know by now, we’re investing significantly to make this better for users, advertisers and publishers
These innovations are happening in 2 major areas:
1. Media solutions: websites, videos or mobile, no matter where your consumers are, you can build a comprehensive plan to reach them with Google.
2. Platform solutions: Agencies and enterprise class buyers can build a comprehensive display ads operation with our exchange, demand side platform and ad serving solutions.