Google Feed Ads: 6 Things Every Marketer Should Know

Every Internet marketer knows the power of Google, as well as Google Ads. As a digital marketer, you can use Google Ads to promote and remarket your business to the users that matter to your company. With Google Feed Ads, however, Google introduces a whole new way to advertise your business.

Ready to learn more about this groundbreaking ad option? Keep reading!

1.      Google Feed Ads are in beta

If you haven’t noticed ads in your Google Feed, you’re not alone. For reference, the Google Feed provides users with a curated selection of news articles based on their search and browsing history. These stories appear as cards, which users can mark as relevant or outside their interest.

An example of a Google Feed Ad

Google has only recently started testing Google Feed Ads in the Google Feed. Denoted by a green “Ad” badge on the bottom left corner, it’s easy to miss the difference between Google Feed Ads and organic news articles.

Again, Google is testing this ad option to analyze the experience of users and advertisers. Although users haven’t responded positively to Google Feed Ads, Google remains optimistic about the ad option and its ability to help both users and advertisers.

So far, Google doesn’t have a definitive date for launching Google Feed Ads.

2.      Google Feed Ads appear only on Android devices

Yes, only users in the U.S. that don’t own an iPhone, which is more than 50 percent, can see Google Feed Ads. As a part of its beta testing, however, Google isn’t pushing Google Feed Ads to all Android users.

Android devices are the only mobile devices that show ads in the Google Feed, which was once called Google Now. As Google Feed Ads can only appear on Android devices, this potential ad type introduces a whole new way to retarget users.

A company that produces phone accessories for Android devices, for example, could use Google Feed Ads to reach their target market. Businesses without a focus on Android users could also make use of Google Feed Ads to connect with users that have an interest in their products or services.

3.      Google Feed Ads are similar to other PPC ads

Running both a search engine optimization (SEO) and pay-per-click (PPC) campaign is an excellent idea for building a competitive digital marketing strategy. When it comes to your PPC campaigns for search, video, and display, Google Feed Ads operate similarly.

Take a look at the search ads below. Is there a difference?

An example of paid search results

Your search ads and Google Feed Ads share the following:

  • Headline
  • Description
  • Ad icon

Essentially, the ads appear in the same format to the user. This identical format can help your team. When Google Feed Ads become available, your company can start using them immediately, with a minimal learning curve.

Marketers in the industry also suspect that when it comes to cost, Google Feed Ads operate on a PPC model. Whenever someone clicks on the ad, from their Google Feed, the advertiser pays for that click. Google may, however, adopt a different price model for Google Feed Ads.

4.      Google Feed Ads include images

Like display ads, Google Feed Ads can feature images, which can help improve click-through rate (CTR). Pictures also help Google Feed Ads blend into the Google Feed, providing users with a less intrusive browsing experience.

With digital advertising, you want to engage the user, have them click on the ad, and ultimately purchase a product or service. Having an image included in the ad allows advertisers to create a want or desire in users for that service or product.

Look, for instance, at this image from a Google Feed Ad

An example of an ad in the Google Feed

The advertisers, Groupon, provide users with an image that creates a want to dine out with friends. The diners are not only having fun, but they’re also feasting on a ton of food. Combined with the headline, “Save Up To 70% Off In Restaurants Near You,” the ad gives users a reason to buy.

Incorporating additional content and context within your ads, whether display, search, or video, helps to engage users. This content and context appeal to want a user wants from a product, experience, or service, which motivates them to click and act on your ad.

5.      Google Feed Ads are easy for users to see

Visibility is everything in advertising, which is why Google Feed Ads are an exciting possibility for marketers. While users browse their daily news, they can come across your personalized ad and make a move on your call-to-action (CTA).

All Android users have to do is swipe left on their home screens to access the Google Feed.

This quick access encourages users to check their news feed multiple times a day, especially since Google refreshes the feed routinely. As an advertiser, this gives your business plenty of opportunities to target users.

The best part is that because these ads and articles base themselves on user search interests, Google Feed Ads have the potential to bring qualified traffic to your website. They can even direct users to your mobile app to streamline conversions.

6.      Google Feed Ads reinvent the customer journey

With Google Feed Ads, Google promises to reinvent the customer journey. It also builds on the user desire for personalization when it comes to marketing and advertising. Plus, it makes it easier for companies to reach their target market.

As a leader in machine learning and artificial intelligence (AI), Google aims to deliver ads that appeal to a user’s search history and interests. It wants to provide relevant advertisements that lead to an action desired by advertisers, like a purchase.

With data collection, Google can customize the user experience to each user. From serving up better products and services via ads to delivering relevant search results, Google can use its data and innovative technology to provide consumers with what they want.

Although Google hasn’t revealed any details on how Google Feed Ads target users, many speculate that machine learning is a core part of the algorithm. Having the ads placed in the Google Feed relies on collecting and analyzing a user’s behavior to learn their searching and buying behavior.

With this new advertising system in place, Google makes it easier for companies to target users.

The future potential of Google Feed Ads

With the help of Google, targeting specific audience segments will become easier and smarter, helping advertisers tailor their strategies to various users. Even though Google Feed Ads are still in the beta stage, the value that these ads could bring to target marketing is exciting.

Customizable, targeted ads to Android users will change how marketers build their strategies. Not only will the Google Feed become another platform for paid spending, but it will also allow marketers to create relevant ads that appear at the right time.

For early adopters, it could even mean gaining additional market share.

By taking advantage of this new tactic as soon as possible, you can stay on top of the market and push your business ahead of the competition, which means more revenue and the opportunity to grow. Who wouldn’t want to have that kind of competitive advantage?

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