And Now, More Ads, Brought to You by Google

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September 18, 2009 | BY Jason Douglas
  

Jason Douglas
Spyder Trap Online Marketing

Google, known for their simplistic search results page with organic and paid text ads, will be joining Yahoo in the display advertising business. This is the next step in Google’s display strategy, as Google bought DoubleClick, a top digital marketing company, for $3.1 billion last year.

Google’s goal is to dig into the display advertising market that Yahoo currently dominates. However, Yahoo’s profits have been sliding over the last three years, potentially opening the door for Google to take significant market share with relative ease.

It will be interesting to observe if and how Google integrates display advertising onto their search results page. Google built their reputation by keeping their search results page clean and simple and by focusing on the content of the site description and paid search ads. Display advertising is more dynamic than static text ads, but has not proven to be as popular or effective as traditional paid search ads. Display advertising may clutter up a search results page and distract from good content.

What entices you to click on an ad? Is it the content of the ad, or how attractive the display is?

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  • http://www.lynx-marketing.com Scott DeToffol – Online Marketing

    The other side of this equation is using this system to place display advertising on your own site. This could could be as easy (and lucrative) as AdSense.

    A big part of successful display advertising is putting relevant ads on the right sites. Google has the best chance through its index to determine which ads would be appropriate and effective on particular sites.