When it comes to Google ads, the big question is ‘why’
In a bid to stay ahead of the competition, Google is rolling out a new ad format called “social ads”.
Advertisers will be able to post a “social ad” in the search results, showing a picture of the brand and the search term.
If the target of the ad is someone who likes the brand, they can click on the ad to see the ad, which will then be shared on social media.
Google is also rolling out “sponsored posts”, which allow people to get paid for posting a link to the brand’s website or other content.
The ad format has been rolling out for a while now, but has had a less successful rollout than the social ads, which have been very popular among Google’s advertisers.
Some people have complained that the sponsored posts aren’t as relevant to them as the search ads.
“People have to click through to Google, and there’s a very high barrier to entry,” said Andrew Stoll, a Google spokesperson.
He said sponsored posts are still “part of the Google experience”, but he added: “It’s definitely not a Google-only experience.”
A spokeswoman for Facebook told the ABC it was “committed to building a broader range of search and advertising tools for our users”.
“We want to make it easier for brands to reach new audiences and reach people who may be less familiar with Google and search,” she said.
One of the biggest problems with the sponsored post format is that it’s hard to see how you can earn money off of it.
Advertisement “You need to make sure that the ad gets shared to people who are looking for relevant information or relevant content that’s relevant to their interests,” said Jason Stell, a product manager at Google’s advertising team.
“So you’re not going to be able, for example, reach people from a very small demographic that might not necessarily be interested in the brand you’re targeting.”
Google’s “social advertising” format has had some positive reactions from some of its advertisers.
“We think that it provides a better experience for advertisers,” said Google ad manager Jason Scholl.
Mr Stoll said he was surprised by the number of sponsored posts people had clicked through to the site.
Advertising expert and marketing consultant Mike Parnell told the Australian Financial Press the format was still a bit of a challenge.
“[But] people do seem to like it and they’re happy with it,” he said.
“Google has been very open about how it works and the advertising format is a good example of that.”
“Google’s advertising product is a lot of fun to use and a great way to build trust in the ads,” Mr Parnett said.