Your Guide to Google Engagements Ads: What are they and who should use them?
Step up your strategy on the Google Display Network (GDN) and increase user interaction with Google Engagement Ads. Rolled out by Google in 2013, Engagement Ads allow advertisers to use rich media ads that allow your customers to engage with your ads. Compared to traditional Display Ads in the GDN – that use still images to entice users – Engagement Ads give the customer a choice to play a video, or interact with an expanded canvas. If you’re a business who is looking to improve your GDN game, or to engage with your consumers, look no further.
Engagement Ad Types
There are two types of Engagement Ads: Lightbox Ads and Hover-to-Play Ads. Both types provide customers with a different experience and, depending on your advertising goals, can provide better value to your advertising dollar.
Lightbox Ads appear like traditional image ads, but once a person clicks, taps, or hovers over the ad, they expand to fill the screen with display videos, or a canvas that allow people to tap through a set of images. Here are some of the benefits of using Lightbox Ads:
- Connect with the right customers: all of the targeting methods available on the GDN can be used with your Lightbox Ads. You can reach all of the relevant audiences through any targeting method you would use with your traditional GDN ads.
- Captivate your audience: you can use resources you already have (such as videos or catalogs) and create ads that your customers can explore.
- You only pay when someone engages with your ad: in order to avoid paying for irrelevant traffic, Google allows you to bid on cost-per-engagement to reach customers who are most likely to engage with your ads.
Bring your YouTube videos to the GDN. Hover-to-play ads bring the engaging aspects of a video to a standard rectangular ad unit. The name is pretty self-explanatory – when a customer hovers over the ad, they will be greeted with a countdown to begin playing your video ad.
Who Should Use Engagement Ads?
That all depends on your ultimate marketing goals, and what you consider to be an online conversion. Are you in the business of increasing sales through a YouTube channel, or are you still focused on your brand awareness and looking for an engaging way to communicate with your customers? If your overall goal is to increase brand engagement with your customers, Engagement Ads are for you.
Want to learn more about improving your strategies on Google? Get in touch with our team to find out how you can increase leads through Google Advertising!