As part of its plan to expand its endeavour into print advertising, Google will be soon organizing special auctions to sell ad space in 28 magazines. Advertisers would be able to bid for quarter, half, and full-page ads within several popular magazines, including Martha Stewart Living, Car and Driver, and Computerworld among others.
This move is just a small part of a big goal that Google has set. The search giant is aiming to look into ways of increasing its hugely successful online advertising business into more productive businesses of print, radio, and television advertising.
The Mountain View, Calif., company purchased dMarc Broadcasting in mid-January, and has looked into ways to move into the television market. Before word of Google’s latest plans, the search engine had already been placing ads within three magazines and in the Chicago Sun-Times newspaper.
If the tests in radio and print are successful, the company says the programs would be incorporated into the AdWords service. Google says it aims to make AdWords a full-service ad agency capable of offering its customers programs across multiple platforms.
The auctions will run on the AdWords website through February 20 for U.S. AdWords customers. Google would inform winners of the auctions by March 3. While advertisers would not have control over the location of their ads, they would have creative control.