Google is growing its ads -- in size and in number. Google正在增加廣告的篇幅與數量



Later this year, Google is going to start handing over more space to advertisers, and allow their ads to pop up in loads of new places: Google Maps ads could even start showing up while you're driving.
今年下半年，Google將會開始分配更多空間給廣告商，並允許他們的廣告在很多新的位置跳出，Google地圖廣告可能甚至在你開車的時候出現。

In an effort to boost its primary source of revenue (search) in the face of rapidly changing customer behavior (mobile), Google said it is making search ads bigger.
因為面臨顧客行為的快速改變，他們努力提高主要收益來源(搜尋)，Google表示他們會讓搜尋廣告篇幅變得更大。

Last year, Google(GOOGL, Tech30) added a third ad at the top of its mobile search results page.
去年，Google將它的手機搜尋結果頁面頂端的廣告篇幅增加三分之一。

But Google's latest changes are far more substantial.
但是Google的最新的重大改變不僅如此。

Google currently gives search advertisers 25 characters for a headline and 70 characters for a description.
Google目前提供搜尋廣告商25字的標題與70字的內容描述。

That's going up to 60 characters for a headline, split between two lines, and 80 description characters.
這將會調高到標題60字、用兩行隔開，並且有80字的描述文字。

In a blog post, Sridhar Ramaswamy, head of Google's ads business, called the new strategy "the biggest changes to our text ads since AdWords launched fifteen years ago."
在一篇部落格的文章中，Google廣告業務主管Sridhar Ramaswamy稱新的策略為「自從關鍵字搜尋開始以來的15年，我們文字廣告最大的改革」

The results are promising -- for advertisers, anyway. The clickthrough rates on the new text-only ads are up 20% compared to the current ones, according to Google.
根據Google表示，這些結果是受保證的，對廣告商而言。點選廣告次數(clickthrough)比率跟目前的相比，在新的純文字廣告中，提高了20%。

Search ads aren't the only advertisements getting a makeover.
搜尋廣告並不只是廣告開始革新。

Google will be simplifying the work flow for businesses to create display ads with images.
Google將會簡化工作流程，讓廣告投放可以透過影像。

The company says advertisers need to "simply provide headlines, a description, an image, and a URL," and Google will automatically design ads for the business.
公司表示廣告商需要「簡單提供標題、一段敘述、一個影像與一串URL」然後Google就會自動為企業設計廣告。

Location-based ads will start showing up on Google too.
根據所在地理位置出現的廣告也將會開始在google上面出現。

If you search for "shoe store" or "car repair near me," ads for local businesses will populate the search results.
如果你搜尋「鞋店」或是「我附近的汽車維修」有關當地的企業廣告將會出現在搜尋成果。

Google is also redesigning local business pages, allowing customers to explore a store's inventory and get special offers.
Google也重新設計在地企業的頁面，讓顧客能探索商家的商品並且獲得特別優惠。

And Google suggested that Maps customers may start seeing "promoted pins" for coffee shops, gas stations or restaurants that are along their driving route.
而Google表示至於地圖上，顧客可能會開始看到在路途上經過的咖啡店、加油站或是餐廳的「廣告推廣圖釘（promoted pins）」。

The new features, unveiled at Google's Performance Summit on Tuesday, will be rolling out later this year.
在星期二的Google高峰會上揭開了全新的特色，並且會在今年下半年推出。

The changes come as Google is trying to stay ahead of customers' changing demands.
這些改變是因為Google正在嘗試走在顧客需求改變的前端。

Google isn't exactly struggling now, in fact, mobile has been growing steadily.
實際上，Google並不是在做垂死掙扎，行動裝置正在穩定的成長。

But eMarketer expects that to change -- Google's ad revenue is forecast to grow 9% this year, less than the 15% growth from 2015.
但eMarkter預測這個改變—Google今年的廣告收入將會成長9%，少於2015年的15%成長。

Mobile ads are growing fast, but advertisers still aren't willing to pay as much for mobile ads as desktop.
行動裝置廣告成長迅速，但是廣告商仍然不願意為行動廣告支付的如桌電廣告那麼多。


If Google can improve the effectiveness of its mobile ads, the company hopes it can force advertisers to pay more.

如果Google可以改善他們在行動裝置廣告的效果，公司希望他們可以讓廣告商付更多錢。

這個網誌中的熱門文章

China opens former nuclear plant to tourism 中國前核電廠 對外開放觀光

圖片
China 816 Nuclear Military Plant is a decommissioned Cold War era plutonium and weapons processing facility buried in the Chongqing mountains 中國 816 核工廠是深埋在重慶山底下，於冷戰時期生產原料鈽及武器的廢棄工廠。 China 816 – Now open to tourists, the China 816 Nuclear Military Plant is a decommissioned Cold War-era plutonium and weapons processing facility buried in the Chongqing mountains 中國 816 核工廠 - 現在開放遊客參觀，中國 816 核工廠是深埋在重慶山底下，於冷戰時期生產原料鈽及武器的廢棄工廠。 Nuclear backdrop – Visitors first enter a concrete cavern the size of a football field. Walls display images of atomic weapons, plutonium processing and a fiery orange atomic mushroom cloud 核能的背景 - 遊客首先會進入猶如足球場大的混凝土洞穴。牆上展示著許多圖片，包含原子武器、原料鈽生產及橘色炙熱的原子蕈狀雲。 Radioactive hues – Avant-garde green lighting in several areas highlights where radioactive processing occurred. Anything that might have been radioactive is encased in protective glass 輻射般的色調 - 前衛的綠色光束打在各處，凸顯出輻射處理的過程。任何可能有輻射的東西都封在防護玻璃裡。 Reactor meters – Visitors to China 816 Nuclear Milit
繼續閱讀

Sky show: How to see the northern lights in Iceland 天空秀：要如何在冰島看到極光

圖片
(CNN) Seeing the northern lights is a pinnacle life experience. 看極光是一個巔峰的人生體驗。 And watching the ever-shifting lights flicker in the sky above mountains, glaciers and vast lava fields is particularly breathtaking. 而看著這 在山、冰川和廣大觀瀾湖上空中 不停變換 閃爍 的光線， 特別讓人屏息。 In Iceland, the aurora borealis attracts everyone from professional photographers to travelers that have the phenomenon on their list of things to do before they kick it. 在冰島， 極光吸引了各種人，從專家學者到攝影師到遊客，在他們來之前，他們的必看清單上都有這項特殊景觀。 You'll have the best chance of seeing the night lights when it's cold and dark outside and the aurora activity is high. 在室外很冷又很暗的時候，是你看極光的最佳時機，可以看到極光在高空中閃爍。 The cold isn't a factor but the sky has to be clear, which it usually is on extremely cold nights. 冷並不是一個影響因素， 重要的是天空必須晴朗無雲，而通常都會是在非常冷的夜晚。 The phenomenon is caused by solar winds, which push electronic particles to collide with molecules of atmospheric gases that cause an emission of bright light. 極光現象是由 太陽風，推動 電 子微粒與大氣氣體分子碰撞 ，而
繼續閱讀

French election 2017: The economic challenge 2017法國總統大選：經濟挑戰

圖片
As French voters go to the polls to elect a new president, the country's relationship with the European Union, immigration and terrorism will all be important themes. 當法國選民參加投票選出新總統時，重要的主題將會是其國家與歐盟的關係、移民和恐怖組織。 But there is always an economic context that will feature as a major consideration for many voters. 但經濟環境也總是會成為選民的主要考量。 context 上下文、景況、環境、背景、語境 And whoever eventually walks into the Elysee Palace will face some difficult, even intractable challenges. 而不管最後是誰登入愛麗舍宮，都將面臨一些困難，甚至可說是棘手的挑戰。  intractable不聽話的、倔強的、棘手的 The big picture is an economy with a high standard of living and high productivity but some persistent problems. （法國經濟）整體來說是高生活標準及高生產力的經濟，但卻有持續性的問題。 The issue that stands out is unemployment. Close to three million people who want to work and are looking for a job don't have one. The unemployment rate is 10%. 最引人注目的議題就是失業，有將近三百萬人有工作意願且正在尋找，卻還沒有工作，其失業率為10%。 It's not as bad as some eurozone neighbours, but it is above average for the region an
繼續閱讀