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New resource for display advertisers on the Content Network

cgseo — Mon, 14 Dec 2009 18:55:00 +0000

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

Google Content Network Blast delivers a big bang for your buck

cgseo — Mon, 16 Nov 2009 19:42:00 +0000

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

Google Ad Planner and DFA updates provide more data, more ways

Thu, 12 Nov 2009 16:10:00 +0000

The latest enhancements to Google Ad Planner and DoubleClick's DART for Advertisers (DFA) bring new ways to help streamline your online display advertising workflow. With the newly launched DFA Analytics beta and beta integration of Google Ad Planner into the DFA platform, you'll now have a singular, seamless portal for planning, executing, and measuring campaigns -- with just one login. This unified set of tools, all accessible through the DFA platform, bring more efficiency to the campaign management process, saving valuable time and resources. Beyond access enhancements, both DFA Analytics and Ad Planner also provide you with more data and more ways to analyze it. We've summarized the changes to each product for quick reference below, but be sure to check out the official DoubleClick and Ad Planner blog posts for full details. The new DFA Analytics beta helps you: Gain insights quickly. Interactive reports mean easier navigation through your accounts and data. You can model data in charts and graphs, as well as drill up and down through criteria such as advertiser, campaign, or targeting settings. Get your reports faster. Reports update frequently - every few hours - and the new user interface enables you to access your data quickly. Use new types of reports. Pull geographic delivery data. Additional reports show delivery data by bandwidth, browser, and operating system. And Ad Planner's new capabilities now enable you to: View subdomain data. See data including traffic estimates and demographics for the largest ten subdomains of any top-level domain. Once you identify subdomains to add, you can do so easily in Ad Planner. See available ad placements while researching sites. You'll also be able to search for ad placements alongside domains on the "Search by audience" tab and see traffic and demographic estimates for each placement Visualize audience data easily. Quickly compare reach and relevancy of sites you select with a new interactive graph. Access more granular publisher data. With publishers now able to opt-in their Analytics data, you'll receive more accurate and specific information about their sites. Use Ad Planner within DoubleClick DFA. Log in to your DoubleClick DFA account to access Ad Planner and have one tool for campaign planning, trafficking, and measurement. (Note: This feature is rolling out to all users over the next couple weeks) If you haven't yet tried Ad Planner, give it a go at www.google.com/adplanner . And for more information on DART for Advertisers, visit DoubleClick.com and fill out an inquiry form . Posted by Agency Ad Solutions Blog Team

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Google Ad Planner and DFA updates provide more data, more ways

Display Week is Back!

cgseo — Fri, 06 Nov 2009 23:05:00 +0000

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!

Maximize coverage this season with Opportunities Tab

cgseo — Fri, 30 Oct 2009 18:00:00 +0000

For the sixth installment of the Holiday Campaign Countdown series , I am happy to share some tips on the Opportunities tab to ensure you're maximizing coverage for your clients this holiday season. Opportunities tab serves as a central location for easy access to budget and keyword suggestions, as well as other AdWords tools you've used before. (Click to view full size image) The 'Budget Ideas' area will suggest you adjust your budget if your campaigns are missing out on valuable traffic due to budget constraints or increased click volume on keywords popular around the holidays. To help you decide, this section will demonstrate potential increased click and impression volume that would result from an increased investment. The 'Keyword Ideas' area will provide automatically customized keyword suggestions based on your client's website, account information, and actual searches on Google.com. Like the budget suggestions, you will be able to see the traffic increase that would result from including additional keywords. Since some suggestions are based on actual searches performed on Google.com, you may find some cost-effective long tail keywords to add to your client's list. The tool will even suggest specific campaigns and ad groups in which to add these keywords. The best part is - you can add them right from the tab into the campaigns! You'll also notice that other familiar AdWords tools are available on the Opportunities tab on the lower left hand side of the page. You know your clients' businesses best - so please assess our suggestions with your clients' goals in mind. Finally, visit this tab often - we'll be refreshing suggestions every few weeks and adding new features soon! For additional information on the Opportunities tab, visit the AdWords Help Center . Posted by Erin McMahon, Agency Team

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Maximize coverage this season with Opportunities Tab

Retail blog: the gift that keeps on giving

Tue, 27 Oct 2009 22:36:00 +0000

The snow showers which dusted the Northeast last week were a great (albeit chilly) reminder that the holidays will be here before we know it. To help keep your spirits warm, the fifth installment in our Holiday Campaign Countdown series brings you a gift that keeps on giving - daily holiday posts on the Google Retail blog , which will run through the end of 2009. These posts will provide you with useful data to better understand consumer intentions and purchase trends so that you may refine your clients' marketing plans accordingly. For a little taste of what's to come, check out the posts on holiday purchase trends to date and early bird vs. last minute shoppers data . Interested in having these posts delivered right to your inbox? Subscribe to the Retail blog here . Posted by Katie Wasilenko, Agency Marketing

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Retail blog: the gift that keeps on giving

Upcoming webinars to get you thinking

cgseo — Fri, 23 Oct 2009 21:20:00 +0000

In the coming weeks Google's marketing teams will be hosting webinars on the DoubleClick Ad Exchange, how to reach physicians online, and planning for 2010. In reading this and other posts, you're probably thinking, "There's a lot of 'Think' resources out there." You're right! We've got Think with Google webinars, focusing on cross-industry research and best practices; ThinkIndustry webinars and events, highlighting research and trends to help inform vertical-specific marketing strategies; and Think2010 , resources to help you get ahead during the recovery. Lots to think about! Additional details and registration information can be found below. DoubleClick Ad Exchange Overview In September, we launched DoubleClick Ad Exchange, an open and transparent marketplace that aggregates buyers and sellers of online display advertising. Join us for a one hour webinar which covers what the Ad Exchange is, how it impacts pricing, inventory and the Google Content Network, and what solution to choose. Date: Tuesday, October 27, 2009 11:30amPST / 1:30pmCST / 2:30pmEST Event password: ad Registration password: agency1 Register here ThinkHealth with Google - Connecting with Physicians Online Google recently conducted a study on how physicians use the Internet, and specifically search, as a part of their clinical practice. Join us for a webinar to review how physicians use the web for health, medical and prescription drug information, which they use to make health decisions. The insights will help you best utilize the Internet and search to adapt marketing programs to target physicians. Date: Thursday, November 5, 2009 11amPST / 1pmCST / 2pmEST Register here Think2010: Four Winning Moves for 2010 In our ever-changing marketplace, marketers need to thoughtfully plan the moves that will differentiate their offerings, increase competitive advantage, and seize opportunities as the economy recovers. Join us as Bonita Stewart, Managing Director, US Sales, leads a discussion on four winning marketing strategies you can utilize to prepare your business for success in 2010 and beyond. Date: Tuesday, November 10, 2009 10amPST / 12pmCST / 1pmEST Register here Posted by Agency Ad Solutions Blog Team

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Upcoming webinars to get you thinking

Google Campaign Insights: Better measurement for display advertising

cgseo — Mon, 19 Oct 2009 14:30:00 +0000

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 ]

Helping your clients "Go Mobile"

Thu, 15 Oct 2009 18:54:00 +0000

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"

Media and Entertainment spotlight: Tuning in and reading up

cgseo — Wed, 14 Oct 2009 21:41:00 +0000

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