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2/6/2010Posted by Matt Meadow, Search Associate Media Director
New Search advertising formats integrate images into PPC ads :
There used to be a time when you went to a restaurant and sat down to look at a menu. The menu contained a brief description of the food item, and either that triggered your decision to order it, or you moved on to the next description.
Much like a conventional paid search ad.
Then along came IHOP, Waffle Houses and Denny’s chain restaurants. They replaced most of that elegant descriptive text with glorious, glossy pictures showing incredibly sexy images of various meals, positioned in prime menu real estate. With that one simple tactic, this helped to guide consumer decisions with just a glance, leaving the text portions looking less. . . appetizing.
There are several new Search ad formats on the horizon, but here are the two newest ones.
First to market: Rich Ad in Search (RAIS) from Yahoo:
This ad type combines paid search with rich media, engaging consumers in Yahoo! search results, currently available for branded advertising for a significant minimum monthly spend. These ads can contain a logo or a short video attachment that will open below the ad. Search teams marketing Pharma brands are also very interested in the ability to add fair-balance information right in the ad:
Next up, Google prepares to launch with PYI (Promote your Image), which will show up in the “images” search requests. If successful, it is speculated that they may compete with regular paid search ads. No minimum spend or ad parameters have been approved to share yet, but this ad format is expected to roll out Q1 2010.
Bing is rumored to be working new ad format that may also integrate an image, but no further details are known at this time. We can at least hope for a sexier acronym than “RAIS” and “PYI.”
Opinion on what these changes mean varies by industry expert, but most agree it further blurs the line between display and search advertising, and no tangible metrics on early results are available. Expectations are that these ad types will perform very well, adding more relevance, credibility and eye-catching real estate to entice consumers to click through.
As for measurable results, much remains to be seen.
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