Google Messaging Ad Calculator: State of the Market Advertising Example

An example of how user interactivity and instant value-add improves Web advertising effectiveness.

The promise to users of instant value - and the ability to deliver through user interactivity - distinguishes Web advertising campaigns and is increasing in popularity.

While reading about Google Earth Uses the Cloud to Fight Deforestation on fastcompany.com, we saw this (animated) ad:

 The landing page for the ad is an interactive calculator:

Link to Google Messaging Apps ad landing page.

The promise and delivery of specific, quantitative value makes for a positive experience for the user. No registration form and no whitepaper to download. All in Google's typically understated (OK, bland) style.

So, can your organization utilize interactivity to improve ad reach and conversion? Possibilities include:

- Calculators: savings, ROI, benefit/impact, etc.
- User test/quiz (e.g., "See how much you really know about [topic]...")
- Readiness assessment

Bonus: Google captures demographic data (employee count and IT manager hourly rate) when users use the calculator, enabling several uses of this information.

Be a little more Google-like by leveraging user interactivity and value-add deliverables to improve Web advertising effectiveness.

Discuss this and other tips and examples on how to optimize Web advertising campaigns in the Online Marketing Tips forum. What are some of your online advertising tips? We would like to know.