Google has introduced a new intent-based ad format for AdSense called ‘Ad Intent’, which could provide publishers with more revenue and Google with more search engagement 🔍. Ad Intent is an optional feature that improves monetisation for publishers through the use of new ad inventories while supporting Google search – although some SEOs are critical of this.
𝗢𝘃𝗲𝗿𝘃𝗶𝗲𝘄 𝗼𝗳 𝘁𝗵𝗲 𝗳𝗼𝗿𝗺𝗮𝘁 The new format makes it possible to insert links 🔗 and anchors on websites that match the user’s interests. A click opens a dialogue box that leads to relevant organic search results and ads that match the content of the text. It is important to note that Google does not use any third-party cookies 🚫🍪. According to Google, this format enables targeted adverts based on user intentions.
👥Publishers can benefit from additional revenue generated through interactions with ad intent links or anchors. The new format is optional and can be activated in the AdSense section under ‘Intent-based formats’. Ginny Marvin, Google Ads Liaison, emphasises on X that Ad Intent is only available with opt-in after users criticised Google for directing visitors to its own search. However, when closing the dialogue window, users remain on the publisher page.
𝗔𝗱𝘃𝗮𝗻𝘁𝗮𝗴𝗲𝘀 𝗳𝗼𝗿 𝗮𝗹𝗹 𝗽𝗮𝗿𝘁𝗶𝗲𝘀 𝗶𝗻𝘃𝗼𝗹𝘃𝗲𝗱✔️
Ad Intent offers advantages to various stakeholders: Users receive additional information with one click, without the need for time-consuming research. Publishers can increase their revenue, and the advertising industry benefits from a centred format that does not use third-party cookies and focuses on the interests of users.
⚠️Google is likely to benefit most from Ad Intent, as the company can generate additional advertising revenue if publishers activate the new format. In addition to links in existing texts, publishers can also insert anchors at the bottom of the page. However, Google warns against keyword stuffing and too many product mentions and refers to the spam guidelines.
💰In the fourth quarter of 2023, Alphabet, Google’s parent company, generated USD 65.5 billion of its total USD 83 billion revenue from advertising. In view of the increasing use of alternative platforms such as TikTok, Instagram and ChatGPT for search queries, it is crucial for Google to boost search volumes through formats such as Ad Intent.
