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If you live in the New York area, you may have heard or seen the so-called "Google surge," or Google Content Network blast that NY Mayor Bloomberg used to impact voters' decisions in the final hours of the mayor's reelection race. An increasing number of advertisers across industries, including auto, retail, and entertainment, have also used Google Content Network blasts to drive awareness of a new vehicle launch, viewer tune-in for a show, or traffic to an online contest with great success. The Google Content Network blast entails serving up an advertiser's ads on multiple Google Content Network sites over a specific period of time, blanketing a particular geographic region, audience segment, or high traffic sites, depending on the advertiser's goal. On average, blasts can deliver 100 million ad impressions in 24-48 hours. But you're probably wondering what is special about Google Content Network blasts versus your typical portal homepage buy? Google Content Network blasts deliver your message on a larger universe of sites than a single portal homepage, thereby reaching more of your customers. In a recent Google and TNS Compete study for a large automaker 1 , we found that Google Content Network blasts reach 58% of online auto buyers, which is 20% more than a top portal homepage 2 , and 23% of buyers were reached exclusively on sites available only on the Google Content Network 2 . In addition, 30% of auto buyers never went to one of the major portal homepages 6 to 9 months prior to purchasing their vehicle 3 . And the best part of all is Google Content Network blasts require no advance booking and deliver relevant ads at a much lower CPM than portal takeovers. So, as we enter the peak holiday shopping season, consider how you're getting the word out on your merchandise and holiday offerings. Want to make a last minute big impression? Visit The Google Content Network site to learn more, and try out a Google Content Network blast for yourself. 1 Google, Inc. and TNS Compete study for large automaker, May 2009 2 Reach is based on a custom GCN site pack using a parameter of 2% buyer composition mix per site 3 Based on observed clickstream behavior of buyers Posted by Keiko Tokuda, Google Content Network Marketing Team

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Google Content Network Blast delivers a big bang for your buck

The leaves are changing and there's a chill in the air. Hot cocoa and comfort foods are just around the corner. Get ready to warm up with, you guessed it, Display Week! On Monday November 9, 2009, we kick off our quarterly Display Week webinar series including 10 Tips for Display in 2010 , YouTube Promoted Videos , and some very exciting Ad Planner demonstrations . Webinar seats are limited so sign up today for the week of display. If you can't make the festivities, don't fret. All sessions will be recorded and posted to the training site after the week wraps up. See you online! Posted by Kate Stonich, Agency Team

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Display Week is Back!

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

With smartphone shipments set to outpace PCs shipments in 2009 1 , a staggering number of people are accessing the Internet on mobile web browsers. With audiences increasingly going mobile, reaching consumers on their mobile phones is a growing and important media channel for many marketers. This unique platform offers many opportunities for your clients to engage with their audience because mobile devices are nearly always within their reach. AdWords helps you go mobile with ease by extending your clients' search and display campaigns to mobile platforms. Whether you're new to mobile or have been using it since day one, we want to share with you a new resource that will help you incorporate mobile into your marketing campaigns: Go Mobile ! Designed to help you and your clients reach audiences, the Go Mobile ! site has tips that help you think about how to incorporate mobile into your clients' marketing campaigns - from ensuring that their site is mobile-friendly to how you can leverage location-based technologies to interact with your audience. We hope you'll find it useful in helping to connect your clients to their ever-growing base of mobile consumers. [1] Source: Gartner and IDC Posted by the Agency Ad Solutions Blog Team

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Helping your clients "Go Mobile"

Coming to ad:tech New York ? So are we! We're organizing a number of sessions at ad:tech and its partner conference, Content Revenue Strategies (CRS) , to help agencies get more out of their search and display spend with Google. Here's the lowdown: The Google Ads Factory Tour, 11/4/09-11/5/09 The Factory Tour consists of two days of live workshops at ad:tech NY designed to provide you with a comprehensive overview of Google's latest measurement and optimization tools. You'll hear directly from the Google ads team, and walk away with practical tips you can immediately use to improve search and display performance. The first day will focus on optimizing search and display campaigns. We'll spend the morning highlighting recently released AdWords search optimization tools such as the Opportunities tab and Bid Simulator, and in the afternoon we'll take you through effective optimization techniques for text and display campaigns on the Google Content Network. The second day we'll expand our scope to cover measurement tools such as Google Analytics and Website Optimizer, search ads quality, and advertising strategies for local and mobile campaigns. The Factory Tour is open to all exhibit hall and conference passholders. Content Revenue Strategies, 11/5/09 Formerly known as ADSPACE, CRS is the first and only expo dedicated to AdSense and contextual advertising. CRS will take place alongside ad:tech New York and offers sessions tailored to advertisers as well as small and medium sized publishers. Here you can attend sessions designed to help your clients maximize their performance on the Google Content Network and on emerging blog, video and social media networks. Additionally, a team of AdWords and AdSense optimizers will be present at the conference to meet you and answer your questions. You can stop by our Optimization Lounge to receive customized performance tips for your clients' campaigns, as well as share your product feedback and suggestions. Both CRS and the Google Ads Factory Tour will be held in the Javits Center along with the rest of ad:tech NY. We recommend you register ahead of time to save on admission fees. Enter the promotional code 20EXNY9 to receive 20% off an ad:tech full conference pass. If you're only attending CRS, enter the code CRSGoogle to receive $100 off the price of your CRS conference pass. Hope to see you next month in NYC! Posted by Devin Sandoz, Product Marketing Manager

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Tools, tours, and content strategies with Google at ad:tech