New way to generate Brand Awareness for Google Advertisers
- Details
- Category: Business & Money
- Published on Thursday, 13 May 2010 16:57
Google is launching a new feature for brand advertisers to reach their goals on Adsense sites. So, if you are a brand advertiser, you will be able to reach your goals much easier than past.
We know that Google is always focused on bringing new advertisers and more advertising spend to AdSense. The new way to do this, Google is now launching something new for brand advertisers called "Above the fold" and "Below the fold". I know you are wondering what they mean for advertisers.
"Above the fold" and "Below the fold" are new features launching by Google to bring to brand advertisers new opportunity that helps them to reach their goals.
Before I explain the new feature, I want to talk about difference between a direct response advertiser and a brand advertiser.
Brand advertisers want to focus on raising awareness and driving engagement. They don't have to convince people to buy something immediately, but they try to generate a brand awareness for an upcoming product or service among users they may buy later. However, a direct response advertiser differ from a brand advertiser. Direct response advertisers using Google Adwords or other online advertising system typically look for clicks and conversions from the campaigns they run on any site.
For instance, an advertiser who want to sell DVD's online may only want users to buy their DVD's. Brand awareness may be unessential for them. But a brand advertiser is always try to generate a brand awareness among users. Brand advertisers want users to remember their brands and products. Making purchases immediately is not an action expected by a brand advertiser. They tend to be more selective about the sites their ads run on. They also care about where their ads appear on the page.
The new features offered by Google is aim to help these brand advertisers to reach their goals, as well as help Adsense publishers to earn much.
The new feature provided by Google enables brand advertisers to target their ads to ad units which are immediately visible when a page is loaded. In other words, we are talking about the parts of the page users can see without needing to scroll down. "Above the fold" means the ads which are immediately visible for users. They the units users don't need to scroll down to see them. "Below the fold" means the ad units that users need to scroll down to see. These ads appear only when users scroll down.
Google have implemented a statistically-driven model to determine which ads are below and above the fold. So, advertisers will be able to find the ad units that will help them to reach their goals.
Tips for Adsense Users
Brand advertisers tend to use Cost-per-thousand impressions (CPM) pricing model. (A CPM pricing model means advertisers pay for impressions received.) Therefore, brand advertisers generally use this kind of model. They want their ads to appear on the "above the fold" ads.
I advised you to place your some ad units above the fold, so advertisers who will use this feature will be able to place their ads on these ad units and reach your site in a new way. This feature will not only help attract new brand campagins to Adsense sites, but also bring more revenue to Adsense users.
