Google wants a bigger piece of the online advertising pie—and that means competing with Amazon and Instagram for shoppers.
The internet company generates billions in ad revenue annually, but recent skittishness from investors over revenue growth has forced Google to aggressively pursue new channels. Now the company is adding more mobile ads to its portfolio and searching for ways to offer shopping integrations to compete with Instagram and Amazon.
The new ad offerings emphasize visual content, and Google promises to offer new tools, including artificial intelligence, to help marketers reach bigger audiences and sell more products. However, some marketers say the new ads are hurting organic search results and diluting the experience for consumers on Google’s internet search engine.
What opportunities will be available for marketers and PR pros to get a message in front of new audiences?