May 15, 2019
Think Tank

Google's New Ad Enhancements Come Straight From Facebook's Playbook

Valev Laube

oogle's recent update to its ad platform announced at Google Marketing Live on Tuesday, has triggered a conversation about search engine platform's future and it's potential shifting focus to further expands its digital advertising real estate. The announcement includes an introduction of a new ad section in the mobile app as well as a more significant visual advertising space called Galley Ads. While the controversy revolves around the company's drift away from organic search positioning and potential diminished value of search engine optimization, the new ad experience communicates a larger message.

Google Ads in Google Mobile Experience

Similar to social media advertising, we see Google adapt further visual enhancements to pay-per-click advertising, and Gallery Ads feature is just one example of that. The card user interface proves once again that today, more than ever, content is king. Since the launch of the Snapchat platform and introduction of story feature into Facebook's family of products, the content has taken center stage in online social interactions with advertising platforms adapting to a new way of online promotion. The latest trend in online communication and advertising places higher focus on personal, genuine, and relatable full-screen content and Google's move seems to resonate with the same shift in online communication and advertising. As platforms change advertising needs to adapt to an ever-changing environment, they're being interacted with, and the introduction of Gallery Ads seems like a way to turn Google search into a visual storyboard of information wived together by the card-like user interface and attention-grabbing ads.

Google Gallery Ads

Furthermore, we have witnessed more social media-like attention give to content and visual ads across other platforms like YouTube where content isn't presented exclusively in the form of videos but also as YouTube posts and short text-based updates. Google's determination to compete with social media platforms and advertising engines seems to be reflected in this decision to diversify ways to present content across Google's services. No matter is it means providing companies an opportunity to create posts directly onto their Google for Business and Google Maps platforms, post text and image-based updates to a video streaming platform Youtube, or advertise on Google with attention-grabbing visuals and interactive card interfaces.

Tuesday's announcement shows us Google taking advertising techniques straight out of Facebook's playbook.