Following the launch of display ads for Google Finance, Google prepared a number of new ad templates that are particularly suited for finance-related creatives.
Google AdWords advertisers have been offered a tool to build display ads for quite some time – the template directory counts more than 80 designs at the moment. Advertisers can customize the text, colors and even upload their own images, using Google’s basic yet useful display ad creation tool.
The newly launched templates follow a finance-related theme and are expected to support a large influx of display ads targeted at Google Finance pages. Samples of how such ads would look are included below.
Surely, this doesn’t come as a big surprise… if anything, these are the times when financial companies and institutions are facing major retention and acquisition problems. As we’ve seen in an earlier post, advertising does build confidence for financial brand in crisis (Nielsen IAG study), and there’s a risk in not being seen advertising: consumer confidence in the long-term health of these companies is dramatically influenced by advertising and marketing efforts.
A question is still left unanswered: with such generic ads, I believe it’s virtually impossible not to diminish – greatly – the value of a brand. These display ads served through AdWords will be likely used in CPM-based, branding campaigns – their efficiency will greatly be reduced by using templates. Would like to hears success stories if you have any already, so feel free to share.
Sample templates:
