Google has begun testing promoted video ads in search results, in a move aimed at broadening its ad capabilities to include more multimedia rather than just links.
The search giant is keeping silent on any details, but it makes sense for it to be getting on board with video ads, as other search engines do the same.
Earlier this month, Bing and Yahoo began showing video ads within their search results. The Bing results include an expandable thumbnail with a play symbol; once clicked, the auto-play video pushes down the search results and becomes larger. After the ad is over, it collapses and the SERP returns to normal. Yahoo’s ads work similarly, except they include the word “Play,” as well as captions and the option to replay.
Google may be late to the game, but the fact that it owns YouTube will help it quickly surpass the others.
It’s not just other search engines focusing on video advertising at the moment. Earlier this year, Twitter introduced auto-play video, as well as GIFs and Vines to its timelines. Facebook, has already incorporated auto-play video into Newsfeeds.
However, it is believed that if Google does go down the video ad road, the diversity of the company’s offerings including YouTube and Google Analytics will allow it to pull ahead of its competitors fairly quickly.
“It’s the largest search engine with auto-play video ad real estate and then Google search and then YouTube, and you have Google Analytics on top of that,”
“It’s going to provide a much better combination package to advertisers looking to optimise their spend, compared with Facebook or Yahoo or Bing.”
Here at Dental Design we’ll be watching this potential development from Google closely to see how this affects the rankings of dental practices on the search engine results page.
If you would like advice about how your dental practice website can rank highly in Google, speak to a member of our search engine optimisation team on 01202 677 277, who will be happy to help you.