The Inn Blog Reviews

We are often asked about how to maximize the ROI from Content Network campaigns. What type of targeting should I use? How many keywords and ad groups should I have? How can I develop effective creatives? Behind the scenes of many new product introductions this year, we have developed a set of best practices to answer some of these questions for you. Recently introduced as part of a new initiative called Optimization University, these are now available to everyone through a series of 6 videos and the Getting Started guide . The guide and videos provide a conceptual walk-through and product demos of major steps in executing a Content Network campaign. campaign setup best practices creative appropriate ad groups selecting effective keywords developing high impact ad creative bidding strategies conversion tracking and tweaking for ROI Along with simple tips and tricks to improve ROI, we also go over several tools, such as Wonder Wheel , Keyword Tool and Conversion Tracking , that help you be more efficient with the process. The recommendations are based on our analysis of thousands of campaigns, successful and unsuccessful ones, to understand what works and what doesn't. They are easy enough for you to start applying them to your campaigns today. If you're starting a new Content Network campaign, watch the first video below; you may find it to be particularly valuable. ( click here to view video ) And you can always bookmark the playlist or find all the latest videos on our YouTube channel . Posted by Aman Govil, Product Marketing Manager, Google Content Network

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New ways to optimize Content Network campaigns

In the last 18 months or so we have made significant changes to the Google Content Network to deliver better performance for advertisers and agencies and to simplify the process of serving ads across a range of websites. As we roll out more features, we want to make it easy for you to keep up and understand what best fits your needs. To this effect, we've just launched a new Content Network brand channel on YouTube . The site is stockpiled with videos, links and downloads about the full suite of features and solutions on the Content Network. Structured into four key sections, you can learn about various products across the campaign execution cycle and how they help you achieve your various advertising goals. Case studies and research papers from various industries show what the most successful advertisers on the Content Network are doing. And if you need help getting started, please contact us (response times will vary). And last but not the least, we've also introduced a new creative direction for our videos, to add some color and fun. Enjoy the first 5 videos below, and let us know what you think by sharing your comments on YouTube. ( click here to view videos ) And you can always bookmark the playlist . Posted by Aman Govil, Product Marketing Manager, Google Content Network

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New resource for display advertisers on the Content Network

Last year, Google and WPP launched the Marketing Research Awards Program to improve industry and academic understanding of online marketing strategies and the relationship between online and offline media. University professors received unrestricted gifts to conduct their projects, as well as access to relevant marketing data to aid the creation of new and creative theories and methods of empirical analysis. Last month, the award recipients from 13 universities across the U.S. and China came to the Google offices in NYC to discuss their findings. We learned how marketing on a map affects consumers' decisions as well as how online advertising affects in store sales. We even spent some time digging into a neuroscientific study designed to determine what consumers find most relevant. Many of the award recipients are still analyzing their data, but the preliminary results made it crystal clear that we all have a lot to learn. Listen to some of the researchers and program chairs talk about the program and discuss their preliminary findings. Posted by Janine Gianfredi, Agency Marketing Manager

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WPP-Google Marketing Awards Celebrate Academic Research

The beat goes on with the fifth installment of our industry spotlight series . Since we're featuring the Media and Entertainment space in this post, you'll uncover the findings from research Nielsen and Google recently completed to measure the impact of TV and YouTube buys on TV tune-in and online behavior. We'll also give you some glamour to accompany those numbers, so read on to find out how Sports Illustrated used a YouTube campaign to successfully promote its 2009 swimsuit issue. In a recent study, Google and Nielsen set out to answer the following questions: 1. Will a large-scale buy by a TV network on Google & YouTube increase TV tune-in? If so, by how much? 2. Will a large-scale buy by a TV network on Google & YouTube drive online behavior related to a TV show? If so, by how much? The study : Consisted of two phases, with Nielsen first conducting research to measure the impact of large-scale campaign for a major network TV show season premiere. Nielsen then compared the exposed audience to a control group to determine ad effectiveness on both online and offline behaviors. The campaign : A 2-week flight of a YouTube homepage masthead plus Google Content Network campaigns targeted to TV fans, entertainment buffs, and genre fans. The results : The impact of the campaign on TV tune-in was strong, with the exposed audiences showing a tune-in increase of 134% lift for those that had seen the overall campaign, a 115% lift for those that had seen the YouTube homepage, and a 146% lift for those that had seen the Content Network campaign. The impact on online behavior was even stronger, with greatly increased website and video visitation among the exposed audience. The results showed a 239% lift in visits to the network site, a 438% lift in visits for the show site, and a 456% lift in visits to the show video. Exposure to the campaign also increased the length of online viewership, measured in average minutes spent watching show videos: a 347% lift for those exposed to the overall campaign, a 968% lift for those exposed to the YouTube homepage, and a 172% lift for those exposed to the Content Network campaign. In sum, the effect of exposure to the YouTube and Content Network campaigns drove a significant increase in TV tune-in and online behavior related to the TV show. Exposure and engagement on YouTube can extend beyond the homepage, as Sports Illustrated discovered with their promotion of the 2009 swimsuit issue. Partnering with drink manufacturer SoBe, Sports Illustrated created a custom YouTube advertising program comprised of a number of elements, all centered on a co-branded YouTube Channel where users could watch over 40 videos highlighting the famous swimsuit models. The Brand Channel videos generated over 8.5 million video views, 400,000 channel visits and 4,300 channel subscribers. The homepage roadblock received over 33 million impressions with a click-to-play rate of 3.4%, making the featured Sports Illustrated video the most viewed video on YouTube that day. For the full story of how the campaign became a swimming success and ideas on how to use YouTube for your next client campaign, download the case study . Posted by Julia Burg, Industry Marketing Manager

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Media and Entertainment spotlight: Tuning in and reading up

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

We're pleased to share our fall 2009 schedule for Google Analytics and Google Website Optimizer Seminars for Success. Seminars for Success cater to a range of skill levels, and can help you meet your goals through in-person instruction and live examples. They are led by Google Analytics and Google Website Optimizer Authorized Consultants who are responsible for some of the most sophisticated Google Analytics implementations to date and have experience working with customers of every skill level. In the United States, we'll be hosting both Analytics and Website Optimizer sessions in Chicago, IL (October 28-30); Berkeley, CA (November 4-6); Seattle, WA (November 18-20); and Phoenix, AZ (December 9-11). We'll have an additional Analytics session in Charlotte, NC (December 9-10). We'll also be hosting sessions abroad in Melbourne, Australia (October 22-23) and Glasgow, Scotland (November 16-17). For additional information and a complete calendar, click on the city names above or visit the Google Analytics Blog . Posted by Eva Woo, Product Marketing Manager

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Fall 2009 Analytics & Website Optimizer Seminars - from sea to shining sea...and across the sea