Google recently launched the Click To Teleport Ad Extension (beta) to adwords and DoubleClick with a strong message that it will shorten the online to store channel as compared to the already present valuable extensions like call and location, not forgetting that they both can be used in conjunction for an even more powerful impact on users on high end mobile phones (smart phones).
Google's David kaufman has tried hard to market and portray this new ad extension in his own witty way and using scientific aspects of time and space travel associated with teleportation. Pheww..He has even signed off the blog post with a designation of Teleportation and Time Travel Marketing Manager ! Now,that is fancy!!
Frankly, I have not used this extension and just moments back I acquainted myself with this new development and by no means I am trying to criticize this new "beta extension" because technically, I am not in a state to, till the time I try it out myself. But with the look of things there are certain questions which are arising in my mind about the same which are just pushing me to say that this teleportation might not be as special as portrayed!
What I fail to understand is that with this new extension how well would google be able to preserve their concrete ideology about providing the best "user search experience" and that the user is the one of prime importance to them?
This question arises due to the fact that the settings of the new "click to teleport extension" can be tailored by the advertiser to suit his advertising needs ie. "optimize to nearest location", "optimize to conversion" and "rotate evenly" but the poor user has no idea where he is going to be teleported after clicking the extension!
Isn't it a bit of misguidance on the advertiser's part that it is his will if he wants to take the user to a location page or a conversion page or can even rotate different business locations to avoid rush on one specific location without actually declaring in the ad itself where the user will be "teleported" after he clicks the ad!
The already present ad extensions in the adwords interface are humble enough to at least let the users know where they are being taken and can very proficiently perform all tasks which this new "click to teleport" extension promises to deliver. To elaborate, it will be another webpage for a click on a sitelink with the search ad, it will be dial pad redirect with a call extension, it will be a location of a business with a location extension click and so on.
But,I might be wrong with all this. A fancy blue colored "Teleport Me" button with the search ad might actually bring a lot with it to users as well as advertisers. Don't forget, there already are success stories from people using this new extension and I must say these "successful" people are pretty quick for a post which was made public on 31 March 2012. Hats off!!
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