Google Begins “Next Chapter” in Search Advertising

Update: Google says its new ad formats are "the next chapter in search advertising", and its "AdWords New Ad Formats Initiative" will focus on two themes:

• Ad extensions offer you the ability to enhance your existing text ads with additional relevant information. Some examples of ad extensions include Ad Sitelinks which allow you to provide additional links pointing to specific information on your site and Product Extensions which allow you to show images and prices of relevant products from your Google Merchant Center account. By putting the most salient information directly wiithin the ad, ad extensions are designed to help users more quickly and easily find the products and services they seek on Google.
  
  
• New ad models are formats that offer better solutions to more complicated queries. For example, Comparison Ads enable users to specify the exact product or service they're looking for and compare multiple offers in a single location. New ad models also offer advertisers new pricing models, like cost per action for Product Listing Ads. Our new ad models are designed to make it easier for users to find exactly what they want and for you to reach more users with better information.

Original Article: Google is now offering some new formats for search ads. They have already been testing them in the U.S., so there is a chance you have already seen some of them if you live here.

Some of them include videos. Some include maps. Some include multiple links for different landing pages. Some of the new ads include product images with corresponding links and prices. Some actually offer comparison shopping functionality.

Take a look at some examples:

"At Google, we're committed to giving you the information you want — regardless of the form in which it might appear," says Google VP, Product Management Susan Wojcicki. "Text is often useful, but sometimes videos and pictures are a more effective way to receive information. For example, if you want to learn a magic trick, a video showing you how to perform the trick is likely the best result. So over the past few years, we've blended videos, images, maps and more into the search results on Google.com."

Using that logic, Google figured its search ads should fit a similar mold. The company says that while it is experimenting with new formats, they will "remain loyal" to their core principal, which is, "getting the right ad to the right person at the right time."

Google says you will probably see even more formats appear with search results in the future. This will occur until they figure out which ones are most useful, relevant, and engaging. Expect a lot of new things.

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IAB Releases New Guidelines for Email Monetization

The Interactive Advertising Bureau (IAB) has released a list of "best practices" for marketers and publishers who want to monetize their email efforts. The best practices come in a document appropriately titled "Email Monetization Strategies."

The IAB considers this part of its ongoing efforts to establish a "solid foundation" of guidance and tools for the email marketplace. It provides publishers, agencies and marketers with recommendations and best practices for the successful execution of email marketing campaigns.

The document covers:

- The use of email newsletters to reach valuable audiences
 
- Stand-alone email advertising to drive sales and site registration

- Revenue opportunities and pricing models for email newsletters and stand-alone email advertising
 
- Descriptions of emerging trends such as video in email campaigns

"The email channel offers a unique opportunity to reach consumers with relevant, differentiated and personalized content and messaging," said Sherrill Mane, SVP, Industry Services, IAB. "Email Monetization Strategies provides an in-depth assessment and guide to maximizing the success of email marketing."

"Email is one of the most effective direct and brand marketing mediums," said Sean O’Neal, Chief Revenue Officer, Datran Media, and co-chair of the IAB’s Email Committee. "These best practices provide the latest information and strategies to marketers and publishers so that they can maximize their email communications with their customers."

In case you think email is on the way out due to spam or social media, read the reasons why we don't believe that is the case here and here.

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> IAB Releases Social Advertising Best Practices

> IAB Rolls Out Click Measurement Guidelines

> IAB Releases Definitions for Social Media Ad Metrics

> IAB Releases Video Ad Guidelines