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Google Beta Tests

Adwords Celebrity Endorsements: The next step in the +1 world?


Many bloggers have noted Adwords ads which have a celebrity endorsement line below them. Google announced this as a limited advertiser beta at SMX.

This looks a little like +1 footers but adds additional clout with a celebrity name. The brand power of the celebrity is lent to the advertiser. Additionally the CTR gains are likely to be as signature as the sales gained.

One key problem for many Adwords advertisers is targeting the right audience as demographics cannot usually be differentiated at the keyword level. Celebrities are quite often keyed into specific demographic groups and so adding the right celebrity endorsement to an Adwords ad could aid teaching out to the right audience in very generic, demographic-neutral spaces.

A further question is if Google requires landing pages to contain content pertaining to the celeb endorsement.

NMA have discussed how celebs on search results pages will clutter the environment and raise questions about how users are influenced into click. The article also suggests celeb endorsements will be paid for and potentially link to +1 pages directly. This would further integrate SERPs with Googles search network. But are the celeb endorsements a step too far? It’s not that different from other media ads where celeb ambassadors abound. But by allowing them to invade the search space, Google is damaging the integrity of their search results. Celebrities are very polarising and Google may find negative results from this test.



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