Posted by Michael Conway, Program Manager (Paid Search)
Google’s Context Aware Gadget Ad looks similar to other Gadget Ads. However, this gadget is a little bit smarter. It serves specific product image ads in the Content network based on the relevance of that content to the product. Given the significant amount of content that is related to product purchase and the compelling concept of being able to show specific products around that content, we feel that this type of advertising has potential.
The Context Aware Gadget can be configured the same size as any IAB standard image ad, but sizes most appropriate for product images ads are recommended. The gadget itself has two component parts that work independently. First is how the ad is served. Second is how the content of the ad is populated.
The ad is served the same way a contextually targeted image ad is today. The gadget lives at the ad group level and the logic behind it being served is based on the theme of the keywords in that ad group and how relevant that theme is to the content on the page. Of course it has been recommended to start simple with a placement targeted campaign, but the goal is to have a fully built out contextually targeted gadget campaign.
The content of the ad is an image, price and description that are taken from the base feed already submitted by the advertiser to Google. This content is populated into the gadget based on page content relevance to the product. This does leave something to be desired since the content population part of the ad is stuck finding the best product after the fact, but worst case scenario is likely as good as most contextually targeted image ads already out there. The advertiser can also include a search bar that directs to the advertiser’s Web site search. This cannot be tracked with redirect links at this time.
Potentially, we could serve ads with skiing product images next to a skier snow report on weather.com, or serve fishing rod ads next to an article about bait casting on Lake McConaughey at fishing.com, and so on. The theory is that if we increase the relevance of the ad and provide more information in the ad for the consumer, the result will be an increase in conversions and sales with lower costs.