Google is introducing two new products to improve their ad revenue. The goal is to boost the relevance of ads that show up alongside search results, and in Gmail and YouTube, according to Jerry Dischler, vice president of product management at Google.
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As Ad Week rolls into New York, the tech giants are rolling out their ad product news.
Facebook had an estimated ad revenue worth $6.8 billion, a near double of Google’s $3.5 billion.
To accomplish this customer matching, Google will be cross-referencing brands’ email lists with the email addresses tied to people’s Google accounts, the majority of which are Gmail addresses though people can use other email providers to sign up for a Google account.
Perhaps that might be hard to believe, but Google has shown itself to be one against the display of useless or overly-annoying ads. They were sure to mention that this will not impose on their users.
Google’s SVP for commerce and ads, Sridhar Ramaswamy, has explained in press releases that the two new products they acquired aim to better improve their ad revenue. With both new products, Google is stressing, as it has lately, the ability to harness consumer intent when they are close to making a purchase – something that Facebook lacks. Universal Ad Campaigns will now be made available to all developers and advertisers as a new AdWords campaign type that will help them to connect with app users across Google Search, Google Play, YouTube, and the Google Display Network (GDN). Ramaswamy has promised that ads will be restricted to the most relevant of information, properly applied to individual users.
Advertisers will also be able to create Similar Audiences to reach out to new customers on the basis of their current audience on platforms like YouTube.
Customer Match is essentially a stepped-up version of a service that Google already offers, which lets businesses to re-target Web surfers who had already visited their websites.
The new services will be launched over the next few weeks. It has also introduced some more methods to measure brand awareness and which will enable the brands to measure their mobile ad campaign effectiveness with the help of user polls. The social network will be working with Nielsen on a new metric and ad buying option to let advertisers more closely link their TV ad spend with Facebook video spend.
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If Google is wading deeper into Facebook’s territory with app install ads and email-based advertising databases, Facebook is also dipping its toes elsewhere, too. We have been assured that it won’t be bothering us though.
