Last Wednesday, Google announced the launch of native ads for AdSense, a new suite of ad formats that have been designed to ‘match the look and feel of your site, providing a great user experience’ for visitors.
According to Google’s original announcement shared on the Inside AdSense blog, the new AdSense native ads come in three categories; these are In-feed, In-article, and Matched content. The latter, as Marketing Land explains, appears at the bottom of articles and is a ‘content recommendation product’ for AdSense publishers to promote their own content. However, these spaces can now be used to show relevant ads.
With In-feed ads, you can slot adverts inside existing feeds on your website (such as a list of articles), while In-article ads appear between the paragraphs of your content.
Google AdSense native ads. Source: Inside AdSense
Advertisers have the option to use the native ads individually, or all at once. They have also been designed to be easy to edit, as well as look great across various screen sizes for desktop, mobile and tablets.
To use AdSense native ads, sign into your AdSense account and click on “My Ads”; this can be found in the left navigation panel. From there, you can select to add a new ad unit, and specify which ad category you’d like to use.
The TJM take: As Ginny Marvin from Marketing Land points out, rival Facebook’s mobile native ads power roughly 80% of the platform’s ad revenue. With that in mind, it’s no surprise that Google also want to get a piece of the pie by introducing their own native ads for both desktop and mobile devices.
The other big companies in the this field (Taboola and Outbrain) are also going to be worried. The majority of publishers (those looking to monetize their sites) will also have AdSense plug-ins already used. It should be an easy sell to add a widget to test the Google side.
Depending what the commercial package looks like on launch, this could be a very easy way for marketeers to test native ads in a non-Facebook environment.
We'll keep you posted!
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