Google has started testing a new advertising programme, wherein paid search results on the Google Adwords system will be displaying celebrity endorsements as annotations at their bottom. It was introduced by Christian Oestlien, Lead Product Manager on the second day of SMX East, 2011.
However, Google has made it clear that as of now this facility will be extended only to a very limited number of advertisers.
It may be taken for granted that a celebrity will not endorse a product if the same is his or her own product. For example, it is unlikely that a celebrity fashion designer will endorse some new garments in the market which have been designed by him.
There is no doubt that the programme, when launched, will have a strong marketing and promotional potential, as a product endorsed by a celebrity certainly adds to its market appeal. However, only time will say how much effective it can be as a promotional policy. The modern consumer is far more conscious about the quality of the product and service that he uses, and a mere celebrity endorsement is probably no enough to motivate one to go for a product/service that otherwise does not appeal to him much.
It will also be an interesting thing to know that what type of celebrity endorsement will be used here? Will celebrities go for spontaneous endorsements, or whether those will be 'paid endorsements' made in exchange of a fee?