The Web search giant announced Wednesday in a blog post that it is
pitching advertisers on the use of expandable ad units, those adverts
that start out as banners or square ads and launch larger ads that
cover much of the Web site's content. However, Google says that unlike
the most annoying varietal, these expandable ads won't enlarge on
their own or with a simple mouse-over; users will have to click on the
smaller ad to get the larger ad.
Many users may find expandable ads annoying, but as Google points out,
the format could be valuable to both advertisers and customers when
used to show movie trailers, video game clips, or other images that
require greater emphasis on detail.
Google said that advertisers are automatically eligible to use the
expandable ads if they have added AdSense code to their site's source
code and enabled image ads. Google also noted that the program is
currently available only to specific advertisers in the U.S. that can
bid on specific ad placement.
Google also reminded advertisers that earnings will be based on
whether they use cost-per-click ads (CPC) versus cost-per-impression
(CPM) ads, promising that CPC expandable ads will generate more
earnings when a user visits the advertiser's landing page, and not
when a user simply clicks to expand the ad. Google has created an FAQ
page with more information for advertisers.
The expandable ads aren't likely to make a Google earnings skyrocket,
but because they require user interaction to expand, they also aren't
likely to create animosity from Web users.
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