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As we've previously said , one of our aims is to improve display advertising on the web and, as a result, grow the display advertising pie for everyone. Three simple principles guide our approach: simplify the system for buying and selling display ads; deliver better performance that advertisers and agencies can measure; open up the ecosystem by making it accessible to more participants. One question on the mind of every advertiser and agency is: how can I better measure the impact of my display ad campaign? We hear you. A growing number of advertisers and agencies are running display ad campaigns across the Google Content Network, so we're investing substantially in creating better measurement tools for our clients. At the moment, an advertiser can measure how many clicks its display ads achieve, measure conversions that result from those clicks, compare results with industry benchmark data , and use View-through conversion reporting to measure visits to its website from users who saw its display ad in the past. Today, we're pleased to announce the launch of a brand new tool to measure the impact of your display ads - Google Campaign Insights. As of today, Google Campaign Insights is available for larger display ad campaigns across the Google Content Network in the US and UK. Over time, we hope to roll it out more widely to assist even more advertisers and agencies in different parts of the world. Google Campaign Insights is a unique measurement tool that can give reliable data about how a campaign has raised brand awareness, or active user interest, in a particular product or service. It looks beyond the traditional measures of clicks and conversions to calculate the incremental lift in both online search activity and website visits that result from a display ad campaign. How does this all work? In short, we use the same expertise we use to improve our own services -- our ability to analyze large quantities of data. Google Campaign Insights compares two anonymized and aggregated data sets: a large group of users (many thousands, minimum) who saw a particular ad, with an equivalent, large group that did not see the ad. It then measures whether there is any significant difference in searches and visits to the advertiser's website between the two groups. Doing this, Google Campaign Insights can determine the incremental change that is directly attributable to the display ad campaign. With this insight, advertisers can establish how well their display ad campaign is working. ( Click for full size image ) ( Click for full size image ) Google Campaign Insights provides highly reliable results to marketers because of the statistical methodology our computer algorithms use to combine and analyze large volumes of data from several sources -- the advertiser's own campaign information, ad serving logs and sampled data from Google Toolbar installs that have opted in to enhanced features. All of the results reported to advertisers are anonymized and aggregated over thousands of users. Advertisers or agencies who run wide-scale display ad campaigns on the Google Content Network and who want to take Google Campaign Insights for a spin should check with their Google representative. We're excited about the contribution that Google Campaign Insights can make to our clients' campaigns on the Google Content Network and to display advertising generally. Posted by Paul Todd, Product Management Director [Note: This post has been reprinted from the Inside AdWords Blog ]

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Google Campaign Insights: Better measurement for display advertising

For the fourth installment in our Holiday Campaign Countdown series, we reached out to our friends on the Google Product Search team for some quick, cost-effective tips for expanding clients' online presence during the holiday season. Here's what Vivek Tata, Product Marketing Manager, has to share: Over the past few months, Google Product Search has released some great new features for both shoppers and merchants. Heading into the holiday season, we want to make sure our merchants have all the information needed to maximize the impact of data feeds. Here's a checklist to make sure you're set for the holidays. Submit all recommended and optional attributes , wherever they're relevant: Help shoppers make the best decisions by providing them with as much information as possible. For example, make sure you're submitting the UPC, Brand, and Product Type attributes. Use the Google Local Business Center to provide local store locations: Google Product Search is now showing local store locations in our search results, so make sure your clients are sending us this data . Also, if they do have local stores, make sure to include the " online only " attribute in the Product Search feed for any items they don't stock in stores. Send your clients' largest and highest-quality images: We're planning on experimenting with displays that use large images; products that have big, high-quality images will stand out. Please send us images that are at least 300x300 pixels, without resizing them. Track your traffic: Use Google Analytics or your favorite web analytics program to track your traffic. For additional information, visit our site for merchants . You may also follow us on the Google Merchant Blog . Thanks Vivek, and happy planning! Posted by Katie Wasilenko, Agency Marketing

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Holiday Campaign Countdown - Get a boost from Google Product Search

Did you miss last week's Think2010 webinar "Using Data to Better Connect with your Customers," or are you interested in reviewing Avinash Kaushik's key takeaways? If so, read on for a recap of the presentation: 1. Mine Website Trends : Utilize Trends for Websites and other tools to index clients' performances, identify competitors' strengths, and find untapped opportunities. 2. Analyze the "Database of Intentions" : Use Insights for Search to segment your clients' share of voice, obtain competitive gains, understand how to most effectively target their campaigns, and find out where they should focus their search efforts. 3. Monetize the Long Tail: Leverage the powerful Search-based Keyword Tool to identify your clients' long tail keywords based on their sites' content, and to find additional cost-effective targeted keywords. 4. Identify Relevant Audiences: Utilize Ad Planner to understand the demographic profile and search behavior of site visitors, and that of competitors, to effectively target clients' messages on the Google Content Network to the most relevant audiences. Most importantly, Avinash's #1 Rule: Make sure that your clients' websites don't stink. What does he mean? Use data to identify fixes (e.g. pay attention to bounce rates) so that customers don't say, in Avinash's own words, "I came, I puked, I left." To learn more about how to improve your clients' web pages, check out this post by Avinash: Six Tips For Improving High Bounce / Low Conversion Web Pages . Visit our Google Business Channel on YouTube to see the recorded version . Interested in more information on the Think2010 series? Visit our site to learn more and sign up for the November 10th webinar "Four Winning Moves for 2010." Posted by Jaime Mayer, Industry Marketing

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Webinar Recap: Using Data to Better Connect with Your Customers