Google has so many awesome secret weapons - many of them living within the Google AdWords platform. Semi-recent additions like Expanded Text Ads, all kinds of ad extensions, and the ability to build image ads and dynamic ads right within the platform have cemented AdWords as a force to be reckoned with - even for huge publishers.
But, real time Google Ads? We saw this in our weekly Think With Google email last week and had to save it to take a deeper look. Here's a brief synopsis:
Google's Art, Copy & Code project used existing programmatic ad technology to create a prototype ad unit that pulled highlight clips from a hockey game that were uploaded to YouTube and served them to a targeted group of fans with the advertiser's overlay. The link sent users to the Rogers NHL GameCenter LIVETM site - a subcription site for watching NHL games to "sample the goods" as it were.
By serving this proprietary content that already exists to an audience that wants more access to this type of content, the advertiser found that the users spent on average 63 seconds in the ad, which was about 4X the time spent in a more traditional expandable ad. Additionally, they saw a 30% year-over-year increase in subscriptions during the period the ads ran.
You Have the Goods, Show Them Off
We love this because it blends existing exciting content with targeted delivery. Repurposing is a beautiful thing! Especially when marketers are expected to deliver multichannel strategies with limited budgets. Any type of asset you create is an opportunity for multi-channel marketing and lead generation.
One of our mantras is "if no one can find it, it doesn't exist". Maximize the visibility of your hardest working assets with SEO, Social, PPC, and Display to magnify impact. The return on one asset may be exponential and is provable with Google Analytics or other Analytics suites.
We all know that videos, images, and locked assets aren't great (in and of themselves) for SEO, but when they are presented on a website alongside descriptive content that's findable by search engines, their organic power is amplified - both on the website and in social profiles and posts. As well, paid search can drive to a landing page where an asset is teased for a lead capture. Finally, the dynamic, "real time" Google ads referenced in this article shows that Display can drive serious increase in conversions when it uses exciting, proprietary content as a hook.
Are your assets working as hard as they could be? It's worth a test for sure.