Five Of Google’s New Digital Marketing Extensions

Digital marketing professionals will remember the autumn of 2011 as a time when dynamic advertising was first introduced to paid search. This latest offering from the Google workshops is expected to turn search engines around, as they get rid of the traditional approach of keyword advertising, in favour of more targeted dynamic advertising.

With the goal of improving digital marketing results, Google has tried everything in its paid search product, from coupons to video, as well as a call feature. While not all of Google’s offerings are suitable for every digital marketing strategy, Google has been very progressive in developing them. Here is a look at some of Google’s digital marketing products that warrant a more in-depth look:

• Google Image Search: This Google product allows companies to place listings of their business alongside Google Images. This strategy is useful for the promotion of products/services that would benefit by the display of an image, such as clothing or gift items. Marketers can set up this digital marketing campaign through Google Adwords, by submitting an image.

• Google Media Ads: Once known as Google Video Plus Box, this digital marketing channel has only been tested in beta. It consists of a small web video under a standard search ad. Advertisers are required to pay the same as their cost-per-click bid for the text ad, whenever the video is played for 10 seconds or more.

• Google Product Ads/Extensions: This unit enables companies to add further digital marketing material to their text ads. It collects details from the company’s existing Google Merchant Center account, such as images, maps, product descriptions and prices, which can be later added to a text ad. As this extension allows brands to provide more information about their products, they are expected to generate clicks that are more likely to turn into conversions.

• Google Redemption Ads/Offer Extensions: This extension allows companies to send a discount coupon to interested searchers, directly from their paid search ads. It offers many options for delivering a digital marketing coupon, such as emails, mobile phone text messages and a Google Wallet account.

• Google Call Extensions/Metrics: This extension allows digital marketing professionals to add a special toll-free number provided by Google to their paid search ad, which redirects to the main sales phone number of their client. This allows marketers to track which ads are generating telephone enquiries and so on.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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