DorisRon
Member
Contextual advertising is a chameleon that changes its color depending on the investment, professional level of internet marketers, their ability to act flexibly and unconventionally. As practice shows, the context works great for direct sales and branding, and the restriction on characters does not prevent, but also stimulates creative thinking.
Let's see what benefits the big brands pursue, as well as what they advertise through Google AdWords.
Apple iPad: content marketing in SERP
AdWords regularly releases updates that reveal new facets of the instrument. They can be great to stand out from the competition (not to be always sad about Google-authorship). One of these pieces is called Image Extensions.
Advertising of Apple tablet uses this extension perfectly, converting a photo into a catchy visual unit that is easily confused with the user-generated content in the search for the pictures. This ad is aimed not so much on direct sales, but on the branding and consists of a single call to action (Buy now) and three infotainment links. Bright pictures further shift the message in the direction of image ads.
Microsoft Surface: assistance of a third force
"Microsoft" ad attracts with a quote of the famous publication USA Today. The idea is implemented using AdWords extension "Adding ad reviews of third parties." It's an interesting solution, especially if your rear is covered by the first ad, where there is a clear call-to-action of the campaign and both links are perceived as a whole.
Coca-Cola: fashion storytelling
In the case of Apple and Miscrosoft AdWords new items were used which automatically attract attention (in addition, Surface is powered with authority of USA Today).
Coca-Cola, on account of which there are a lot of demonstration SMM campaigns, uses Google to tell its story and to sell not just a commodity, but a lifestyle filled with travel. To do this, it creates a separate subdomain, which is promoted in the search engines. In other words, this is the content marketing of major league with a successfully veiled commercial offer.
Weaknesses of strong brands
Facebook is an autonomous platform, which has its own context and complex algorithms. But, despite everything, it is much more complicated to bring a brand page in top on Facebook than on Google+. With Google + pages you have the guarantee, which simply can not be found in other social networks. And they are great friends with the context. Why not take advantage?
Obviously, "Diet Coke" also thought so and proudly showed 814 its subscribers.
Do you think that such an announcement is beneficial or rather harms the image of the brand?
Here is an example of Google, which speculates in capital letters, plus ignores punctuation that is fundamentally contrary to their own leadership:
Conclusions
As you can see, big brands make more mistakes than ordinary users, plus the eagerly rush to Google new items, losing sight of how they will work on real-world examples. And at times they make quite banal mistakes, losing or missing punctuation.
And "Coca-Cola" with its website for travelers shows an interesting approach that incorporates just two receiving advertising - content marketing and a landing page. Judicious use of more information in the ads and content approach to the contextual ads differs major brands from small and medium-sized businesses, which tend to use context for direct sales.
Another mandatory discovery is integration of context with Google+. Do you consider that it is not worth your attention, because all of your users are in Facebook and Twitter? There is a compromise: with recipes for IFTTT you'll set up cross-posting on Google+ page in a few minutes.
What do you think, how well brands use contextual ads? Do you use their findings or you have your own secrets? Did you find striking examples of mistakes or achievements of the market leaders? Share your experiences in the comments!
Let's see what benefits the big brands pursue, as well as what they advertise through Google AdWords.
Apple iPad: content marketing in SERP
AdWords regularly releases updates that reveal new facets of the instrument. They can be great to stand out from the competition (not to be always sad about Google-authorship). One of these pieces is called Image Extensions.
Advertising of Apple tablet uses this extension perfectly, converting a photo into a catchy visual unit that is easily confused with the user-generated content in the search for the pictures. This ad is aimed not so much on direct sales, but on the branding and consists of a single call to action (Buy now) and three infotainment links. Bright pictures further shift the message in the direction of image ads.
Microsoft Surface: assistance of a third force
"Microsoft" ad attracts with a quote of the famous publication USA Today. The idea is implemented using AdWords extension "Adding ad reviews of third parties." It's an interesting solution, especially if your rear is covered by the first ad, where there is a clear call-to-action of the campaign and both links are perceived as a whole.
Coca-Cola: fashion storytelling
In the case of Apple and Miscrosoft AdWords new items were used which automatically attract attention (in addition, Surface is powered with authority of USA Today).
Coca-Cola, on account of which there are a lot of demonstration SMM campaigns, uses Google to tell its story and to sell not just a commodity, but a lifestyle filled with travel. To do this, it creates a separate subdomain, which is promoted in the search engines. In other words, this is the content marketing of major league with a successfully veiled commercial offer.
Weaknesses of strong brands
Facebook is an autonomous platform, which has its own context and complex algorithms. But, despite everything, it is much more complicated to bring a brand page in top on Facebook than on Google+. With Google + pages you have the guarantee, which simply can not be found in other social networks. And they are great friends with the context. Why not take advantage?
Obviously, "Diet Coke" also thought so and proudly showed 814 its subscribers.
Do you think that such an announcement is beneficial or rather harms the image of the brand?
Here is an example of Google, which speculates in capital letters, plus ignores punctuation that is fundamentally contrary to their own leadership:
Conclusions
As you can see, big brands make more mistakes than ordinary users, plus the eagerly rush to Google new items, losing sight of how they will work on real-world examples. And at times they make quite banal mistakes, losing or missing punctuation.
And "Coca-Cola" with its website for travelers shows an interesting approach that incorporates just two receiving advertising - content marketing and a landing page. Judicious use of more information in the ads and content approach to the contextual ads differs major brands from small and medium-sized businesses, which tend to use context for direct sales.
Another mandatory discovery is integration of context with Google+. Do you consider that it is not worth your attention, because all of your users are in Facebook and Twitter? There is a compromise: with recipes for IFTTT you'll set up cross-posting on Google+ page in a few minutes.
What do you think, how well brands use contextual ads? Do you use their findings or you have your own secrets? Did you find striking examples of mistakes or achievements of the market leaders? Share your experiences in the comments!