PalatnikFactor.com

Google Checking the Pulse of Ads and Brands

September 2, 2009 by Pablo Palatnik

As always, Google is doing some research for us as to how customers interact with ads we put out, specifically in the display arena. I think display is a very overlooked aspect of online marketing mainly (I THINK) because most sites charge banner ads on a CPM (cost-per-impression) basis and putting a banner design together, etc, it’s just a lot more work.

“As an advertiser, you’ve probably wondered from time to time what people thought about your marketing efforts. How are they responding to your ads? Do they like them? What do they think about your brand? With many advertisers running display campaigns across the Google Content Network, we’re starting to test some interactive ways for brand advertisers to get feedback on their marketing efforts. In the coming months, we’ll be experimenting with some new approaches that help measure the impact of AdWords campaigns beyond traditional click-through and conversion metrics.

The first is a way to gather feedback on display ads. We start by taking a display ad and removing all traces of the advertiser’s brand. We then show this de-branded ad on the Content Network, and present a few basic questions: 1) Have you seen this ad?, 2) Did you like it?, and 3) What was the product or brand being advertised? This simple and approachable ad encourages users to provide feedback, and it also gives advertisers more information on whether people liked the ad and whether they remember the ad and were able to link it to the brand.”

Here is what users will see:

Full Image

Are you currently doing any display advertising? Are you having success? Feedback is always welcomed!