When the times get tough, Google adds more Ad Space

Heather Wall - November 4, 2008

Just like all businesses in tough economic times, Google is finding ways to increase the online advertising opportunities for marketers.  Google has been offering new areas on several of their products for marketers to place online ads.  Interestingly, they aren’t making it outwardly known to marketers where this new ads real estate is.  But, if you do some research, you’ll start to find new online ads displayed in areas once not possible.  I’ll explore some advertising opportunities that are new for you to consider.  

I was recently on youtube.com searching for a new song I had heard, and in doing so, noticed a new category called “promoted videos”.  I hadn’t seen this before, and wondered to myself, how long has this been here?  Did I just notice this?   So, as any online marketer would do, I started to research how videos are populated in this new category.  I found out that Google has made a cost per click program for video content, and it works similarly to that of an AdWords campaign.  I think it’s a great idea.   There are thousands of videos being posted to youtube.com on a daily basis, making it a challenge to ensure that your video content stays in the top listings. Given this challenge, this is a wonderful solution to have your video show up during relevant searches.  If you post videos on youtube.com, I would definitely look into this new online advertising opportunity. 

I also noticed recently that on another Google Product, Google Images (www.google.com/images), that they are now offering sponsored listings.   This is another area previously not possible to advertise.  Since this listing is image based, it is particularly ideal for e-commerce sites to place online ads.  The number of sponsored listings they are offering is pretty limited. So far I’ve only seen 2 sponsored listings per page for any particular search query.  However, since this is so new, there isn’t much competition yet.  If you are looking for another great way to advertise online, this is definitely another great avenue to look into.

I am sure most of you know by now that Google Maps has been starting to offer sponsored listings. This isn’t as new, but just as important to highlight. For those of you who haven’t already done so, your business should have a listing in Google Maps.  There is good reason why, too! By having your business listed in Google Maps, you have the ability to be placed in two of Google’s most popular products. Google.com pulls in relevant Google Map listings, and then of course, you get your listing on the actual Google Maps product. Now, take this strategy a step further and add a sponsored listing on Google Maps.  The result is having 3 places that you’re ads are appearing, increasing your exposure, and boosting your brand awareness.  I’d say this is a pretty good bang for your buck!  If you’re looking to make sure you’re efficiently spending your online advertising budgets, this should be a no-brainer.

These ideas will help you to start doing some exploration on Google’s products and find where the different online advertising opportunities are, beyond the traditional AdWords campaigns.  Google has many products and many advertising opportunities on each of them.  The associated costs are lower, since not as many marketers are taking advantage of them yet.  I would encourage you to look into incorporating these strategies into you online advertising campaigns.