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Thursday, March 5, 2009

Google Testing Expandable Ads for AdWords – Effective or Annoying?

Posted by @ 5:50 pm
Google Expandable Ads - Beta Testing New Ad Unit

Google Expandable Ads - Beta Testing New Ad Unit

Google has announced beta testing of a new ad type via its AdWords and AdSense blogs known as Google Expandable Ads.

The ads expand to double the size of the original ad unit, offering AdWords advertisers unprecedented exposure on Google’s content network. The new ads will not only increase visibility for advertisers but also provide a more immersive experience for viewers.

The new expandable ads allow advertisers to embed “streaming video or other content designed to engage users through an interactive experience.”

According to the release post:

Expandable ads on the Google content network are designed to automatically expand in the direction where the most space is available on the screen. They must be clicked by the user to expand and contract.

These features help create a positive experience for users and provide you with more accurate ad engagement metrics by avoiding expansions triggered by accidental mouse-overs. Expandable ads can also help AdSense publishers by engaging users on their sites with more ad variety and opportunities to interact with the ad content.

The expansion by click only will go a significant way towards reducing the annoyance factor, but the covering content is always a risky exercise.

Advertisers will also need to focus on a two stage engagement plan for their ads, as users will need to be enticed to engage in the ad first, before viewing and clicking through to destination pages.

For now, the ads are only being beta tested in the US with advertisers and agencies participating in Google’s 3rd Pary Ad Serving program.

So what do you think of Expandable Ads?

  • As a publisher, would you want such intrusive ads on your site?
  • Advertisers – do you think expandable ads will enhance the performance of your campaigns?

Share your thoughts below…

Rene LeMerle Rene is the marketing manager of - a global search engine marketing company. He also leads the marketing for - a web 2.0 style community for online and digital marketers. Rene has been in the industry since 1997 with much of that time spent helping businesses embrace the best of the internet and digital world.

View Rene LeMerle's profile

Discussion (3 - comments)

As a customer, I don’t like them. They block the areas I am trying to access and just frustrate me. If I, as a customer, don’t like them, why would I, as an advertiser, want to irritate my potential customers.

By Leslie - March 10, 2009

I think they are ANNOYING!

By katyscooter1 - March 10, 2009

I agree…I do not like them so therefore would not want my customers to have to deal with them.

By Kim - March 11, 2009

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