Dive Brief: 

• In its recent quarterly earnings call, Google reported that advertiser spending was up 20%. 
• Market experts attribute the gain to the search giant's initiatives in enhanced campaigns and shopping ads. 
• Tactics that helped grow revenue included improvements to YouTube's digital offerings, competition with Amazon through product listing shopping ads, and the enhanced campaign features that allow advertisers to manage ads across multiple screens. 

Dive Insight:

Google proves what most in the industry know to be true — to stay relevant, change and improvements are critical. By offering new and different ad options, and improving existing offerings, Google has been able to maintain ad dollar growth. It's a great model for other firms looking to do the same.