The search giant will be replacing its text-only ads with those featuring images, which will likely come with a cost.
Google is going to be changing the way that mobile marketing looks on the device screens of searchers, as it will be changing its text-only search ads in order to include more visually appealing images.
Many have predicted that this feature will likely come with an added price tag for advertisers.
According to the Google AdWords product management director, Bhanu Narasimhan, “Text ads are informative, but there’s not much emotion there.” That said, with the new mobile marketing ads available in the search results, it will make it possible for device users to flip through photos that will feature a product or service. This way, they can see more before they move on to the next step of seeking more product information or even making a purchase or book a reservation – which will be possible directly from the search screen.
This will represent a major step forward from the traditional mobile marketing text ads that blend into the search results.
The hope is to take a major step away from the text ads that can seem to sink right into the background, in order to replace them with a mobile advertising experience that stands out a great deal more with visually appealing features.
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That said, brands that would prefer not to shell out the additional money for the mobile ads will still be able to use the conventional text-only option. These will still also include the click to call option that has already been available through Google’s mobile search, but now in the case of the ads with the images, it will help to encourage consumers to actually act on what they see, instead of having their eyes skim right over it.
This service is lightly to help to boost the overall mobile marketing spending that is already experiencing a considerable rate of growth. For example, eMarketer has predicted that this year in the United States, alone, there will be $12.85 billion spent on search ads over smartphones and tablets. That amount will represent a higher amount of spending growth than that of desktop ads.