Google Dabbling in AdWords Favicons

Favicon Could Increase Brand Power in PPC Ads

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Google is testing the inclusion of favicons in AdWords ads. Barry Schwartz at Search Engine Roundtable has the following screenshot:

google adwords favicons

 "Those icons seem to be from the favicon.ico file on those respective sites. For example, eBay’s is at ebay.com/favicon.ico," says Schwartz.

At this point, it sounds like Google’s only testing this in Europe. Perhaps the feature will make its way overseas in the near future.

I’d be interested to learn about the results from this testing. For example, do they convert better (apparently ads with Google Checkout icons do)? Either way, it would give advertisers a little extra branding power from their PPC ads without going full-on display ad. It’s not a bad idea.

I can see the larger brands getting higher conversion rates with favicon ads. Users’ attention may be attracted by the brand recognition they are not used to seeing in the AdWords ads they are being served.

Google Dabbling in AdWords Favicons
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    Yes I think it’s suitable perfectly. I hope it will work because the Ads now are often anonymous.

  • http://www.kerstinbakerash.com Kerstin Baker-Ash

    It will certainly be interesting to see the impact favicons will have on paid search campaigns. I’d venture out on a limb and say that it drastically improves CTR when a recognizable logo is included along with an ad – it just gives the advertiser more credibility. Incidentally, the favicons that Google were serving up in the paid SERPs over the weekend were stored on Gstatic rather than hosted in the advertisers’ AdWords accounts or domains.

    Further confirmation from an account manager at Google UK yesterday basically spelled out that they were testing the favicons without partner involvement; the advertisers chosen for the tests didn’t necessarily know that they were part of it. Google went on to say that the test was limited to less than 1% of all advertisers where a favicon was associated with the display URL of their ads.

  • http://www.crearedesign.co.uk Adam

    I don’t see any reason why not to do this, a tiny logo won’t make much of a difference to the organic listings, and it gives the ppc listings a bit more value for their money.

  • Eloi

    LoL, on the screenshot, it’s the two worst accounts in the world who have the favicon… Ebay and Ask.
    Ok, “worst”, I know that it’s their strategy to generate brand awareness, but I still maintain that’s a really bad strategy. And it also gives the entire Sponsored ads industry a bad image by presenting ads that are clearly not relevant, look completely fake etc…

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