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Google Launching Internet-based ‘Circulars’ Ads

Taking a cue from Newpaper media ad inserts, Google is working with advertisers such as Best Buy and Macy’s to create Web-based “Circulars”. “The Ad format will be available starting October 4th,” Google said, reports Bloomberg.

The new Circulars ads will essentially be custom landing pages, featuring large pictures and plenty of copy, and will also be available for display ads, such as banner advertising. Web surfers will find the circular-style advertising, which shows multiple pictures and large type, by clicking on search ads. The service will automatically craft the promotions based on factors such as query topics and the location of users.

Nick Fox, vp of product management at Google, said “Retail in general is a large category for us.” Adding, “Circulars were designed in response to retailers’ requests for advertising that would drive online visitors into offline stores.”

Google, the world’s biggest search engine, is looking for ways to parlay that leadership into new sources of revenue. Search advertising also is increasingly shifting toward using more visual elements, including video and product images, a break from the text-only listings of the past. Almost a third of Google’s search ads now use the newer formats, up from about a quarter at the beginning of the year, Fox said.

Sample Circulars ad for Macy’s:

Sample Circulars ad: Macy's

“It’s becoming a core part of what our advertisers are doing,” Fox said.

Even as it tries to replicate print advertising online, Google isn’t ignoring old-fashioned media. To tout its new ad formats, the company is rolling out a marketing campaign that will include both Internet and print advertising, Fox said.

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