Google has developed a new ad format called ‘Engagement Ads’. The purpose of these ads is to provide an interactive way for users to engage with your brand. Google recognizes that branding is a different marketing objective than direct response, so instead of paying a cost-per-click, they developed a pricing model called CPE (cost per engagement). Measuring and setting cost per engagement goals now provides the ability to measure the success or failure of your branding efforts on Google and its related networks.
Engagement ads allow you to take your brand building strategy and link it with the power of the Google Display Network. These ads are cross device functional, ensuring a consistent user experience. This is important to note as users engage with brands in a multitude of ways. Potential customers get the same user experience regardless of whether they are on a desktop, tablet, or smartphone.
How Do Engagement Ads Work? Engagement ads are very similar to display ads, but are more interactive. The ad expands when hovered over for at least 2 continuous seconds. Once the ad expands, users can interact with your brand in a variety of unique ways. Interactions can range from watching a video, to playing games, or viewing a product catalog. The two-second delay eliminates accidental engagement and allows for more effective reporting.
Should I Be Using Engagement Ads? The answer to this question is yes! According to Google, users are 10x more likely to interact with a brand through Engagement ads vs. a standard display ad. Since advertisers are only charged when an engagement takes place, there is now true cost accountability over digital branding efforts.
Engagement Ads Key Features –
- Rich Creative Formats: Easy to customize ad units allow you to enhance your message & reach your audience in new ways.
- Engagement At Scale: Reach billions of impressions a day through Google’s expansive network reporting.
- Accountable Branding: Qualify customers by paying only when they engage.
- Adaptive Learning: Google network quickly adapts to show ads to users who are more likely to engage.