A new brand promotion initiative has been launched by Google on a test basis, allowing users to add videos to their AdWords search listings, reports Marketing Week.
Aptly named “video extensions”, the multimedia files will play underneath a brands’ text ads, in an “expandable plusbox”. When a user viewing the video reaches the 10-second mark, the advertiser is charged at the maximum PPC rate for an ad click.
Google claims that once the video has finished, the user is able to click a URL link in the video (or advert), leading them straight through to the advertisers’ website. This will benefit brands by allowing them to show demonstrations, previews or trailers advertising their product, extending search engine marketing to a whole new format.
The videos will play automatically upon launching a web page, and it’s anticipated that entertainment and technology brands will be the most likely to gain further exposure via the service.
Says the search engine giant: “Video extensions create a richer experience for users and offer more information than text alone can provide. By engaging users with videos on Google.com, you’re able to combine the benefits of brand advertising with the targeted relevance of search.”
The service has been released as a beta version in America for the firm’s typical field testing, with Google’s plans to launch in the UK not yet released.
The AdWords service provides the main source of income for Google, creating approximately £23 billion’ worth of revenue in 2009. The service allowing users to create keywords and then short, eye-catching adverts based on their business, driving traffic to their websites and promoting their brands.
