Google Calls It Quits On Brand Banner Ad Test In Search Results

Google has ended last fall’s test involving large brand banner ads on Amit Singhal, Google’s head of search, confirmed the experiment was over in his keynote at SMX West in San Jose, California yesterday.Google Brand Banner Ads test ended

Google started the test in October 2013 with roughly 30 brands. The banners ads appeared at the top of brand search results in the U.S. only and for just a small subset of searches. Singhal did not go into detail about what constituted failure in this test, but its possible the click-through rates on the banners were lower than desired. Additionally, when the branded banners displayed, no other AdWords ads appeared on the page.

The test marked a first for Google, not only in the introduction of banners in the search results, but in presenting ads that were explicitly branding- rather than performance-oriented. Participating brands included The Home Depot, Southwest Airlines and The Sports Authority. To see many of the banners as they appeared during the test, tour our compilation below.

Related Topics: Channel: Search Marketing | Google | Google: AdWords | Search Marketing | Top News


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

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  • Daniel Vardi

    I wonder if the intent is to replace that with the paid knowledge graph ad that people were noticing last week

  • Carlos Pacheco

    Definitely wasn’t a fan of this idea although I didn’t see it tested in my market. One thing I wonder is if Google did this as a way to give brands a little of what they wanted. To this day Google ad execs still have brands requesting the Google doodle and this was a way around it.

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