Google Ad Planner Adds Features, Opens To Everyone

Almost five months after its debut as an invite-only beta, Google Ad Planner is now available to all Google account holders and has a few new features, too, according to Google’s announcement Monday.

Ad Planner is a tool that lets advertisers identify web sites that might be good places to advertise — even web sites that aren’t in Google’s advertiser network (i.e., AdSense). You can pick any web site and Ad Planner will return detailed demographics of its users, such as gender, age, education, household income, and more; it also reports what keywords are typically searched on the site, and other sites that its users tend to visit.

The new features announced this week include:

  • Define your audience by keywords and geography — You can provide a keyword and see how popular it is in different geographic areas.
  • Manage your site results — You can choose how your results will be displayed.
  • Interactive bubble chart — This tool lets you analyze the demographics of your advertising plan in a more visual interface.
  • International demographic data — Ad Planner audience data now includes France, Germany, Italy, Spain, and the UK.

Previous Coverage

When Ad Planner first launched, Danny Sullivan wrote Google Ad Planner Launches, Offers Site Demographic Profiles with screenshots and background on where Google gets the demographic data. A month later, Andrew Goodman offered his review of the product in Google Ad Planner: Another Disruptive Technology From Mountain View. Last month, Brad Geddes offered tips on using Ad Planner in Use Demographic Targeting to Reach Your Customers in New Ways.

Related Topics: Channel: Display | Google: Ad Planner


About The Author: is Editor-In-Chief of Search Engine Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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