Success of Interactive Ads ‘Should Be Carefully Measured’

by Mike Essex on 1st December 2010

Online businesses which have started to run more interactive commercials should make sure they are measuring the success of these marketing efforts.

This is the advice of Inside AdWords official Nathania Lozada, who told users of pay per click services new Google features such as Sitelinks, Click-to-call and Product ads can help websites come up with these new forms of commercials.

"As ads become more interactive, you might want to know how they'll impact your business' key metrics like clicks, click-through rates and most importantly, conversions," she said.

Ms Lozada explained AdWords has launched a new report function to aid these efforts, with it showcasing how consumers treat the commercials and whether they have clicked on headlines or site links.

Google has also recently announced AdWords accounts have been made available on the search engine's Apps feature, which is currently employed by more than 30 million users based around the world.