Jonathan has helped optimize...

« Convenience Always Drives Online Results, Not Just at Holiday Season | Main | Why We Need Many Metrics to Answer the Same Two Questions »

Can Google Make You Notice Ads?

Right

128 million unique people a month use Google. 53 million uniques a month use YouTube (an amazing 92% increase since Google's acquisition a year ago). With millions of page views a day from people across these two properties you work that to your advantage. There has been conjecture about the cross-property strategies that Google may employ for increasing advertising revenue on YouTube but outside of Universal Search it seems there is little influence that YouTube is having on Google. However, the YouTube influence may not be in the delivery of content but rather the presentation of it.

On purpose or not (at this point I think it’s conscious) a site with as many page views and actions as YouTube is training users eyes to where relevant information exists. On YouTube most contextually relevant links and calls to action are on the right side. This is in stark contrast to the web convention of left navigation. The more people start to look for relevance on the right side of the page the better it is for Google and their advertisers.

Let’s see how this looks on a SERP and Video page (thought the YT homepage works pretty good as well). At the pixel level it gets interesting to see the overlap. I’ve enumerated six of the content overlaps in the last slide.

Google_eye_training001001

Google_eye_training002001

Google_eye_training003001

Google_eye_training004001

The overlap above calls out a few interesting layout comparisons:

1. Google Search Field and YouTube Logo
2. Google Search Button and YouTube Search Field
3. Google Personalization Links and YouTube Videos Navigation
4. Google Top Sponsor Placement and YouTube Video Title
5. Google Ads and YouTube Links, Information and Calls to Action

All SEMs know the click-through rate (CTR) delta of top sponsor vs. right side. Coupling right side user attention with heightened ad relevance in the SERP can only help increase click-through rates. A perfect storm of increased or stable CTR on top sponsor with increased CTR for right side would make for a very nice 2008 as the impact on Google and Advertisers would be enormous. It also makes landing pages more important than ever. I think a storm is brewing.

TrackBack

TrackBack URL for this entry:
http://www.typepad.com/services/trackback/6a00d8341ccaa353ef00e54fbcc67b8833

Listed below are links to weblogs that reference Can Google Make You Notice Ads?:

» SearchCap: The Day In Search, January 2, 2008 from Search Engine Land: News About Search Engines & Search Marketing
Below is what happened in search today, as reported on Search Engine Land and from other places across the web.... [Read More]

» If Calls to Action on the Right are Wrong from Future Now's GrokDotCom / Marketing Optimization Blog
I dont wanna be, um, right? Over at Optimize and Prophe$ize, Jonathan Mendez claims that Google has modified YouTube to be more in line with its typical search results pages. Specifically, Jonathan asserts [emphasis mine] that, On purpo... [Read More]

Comments

Congratulations for your blog
Kiss From France

Cherry Etoile LRT
http://lucbinsinger.free.fr

and long life to Mexico and i love Puerto Vallarta

The comments to this entry are closed.