Reach & Frequency: The Forgotten Dimension Of GDN On AdWords

google-data-knowledge-brain-featured The Reach and Frequency report lives under the Dimensions tab in AdWords; yet this information often gets overlooked in favour of analysis on areas such as geographic location or time of day. What Can You See From This Report? Very simply, this report shows the following: Reach:  The number of unique users who saw your adverts Frequency: The minimum number of times a unique user saw your adverts. You can select the length of time you wish to see: day, week or month. Where Can You Find The Report? This report can be found under the dimensions tab (see image below). The data are av [...]

The Impact Of Google Display Network Magazine Ads

questions-shutterstock In May, Google officially launched a new format for text ads on the Google Display Network (GDN) called magazine ads. Have you taken the chance yet to analyse what has happened to your text ads traffic since? Here's what they look like: I've looked into a few accounts to spot what key differences we're seeing now that this new format has been out for a month. The Impact On Click-Through Rate One of the placements I've been analysing is Devour, a video content site that came up as a placement for a Travel client targeting the USA. You can see from the image below that the text a [...]

7 Common Pitfalls Of Google Display Network Campaign Management

Test new approaches as often as Beckham changes his hair style! The Google Display Network has been around for a long time now, yet marketers continue to make many of the same mistakes over and over again. Here are seven common issues that can arise when running a display campaign if you don't stay on the ball. 1. Unnecessary Pausing Of Keywords You notice that your display campaign has suddenly started spending a lot more money and your cost-per-conversion has tripled. What's the first thing you look at? A lot of people would tend to go straight to the keywords (if targeting contextually) and try to pinpoint the highest spending term to either lower [...]

Marin & DoubleClick Search Partner With Boost Media To Scale Ad Optimization

boostlogo Today, ad optimization solution Boost Media (formerly BoostCTR) announced new integration partnerships with DoubleClick Search and Marin Software. Boost aims to help marketers scale the taxing process of creating, testing and reporting on search and social ad creative with a network of copywriters working in more than ten languages and algorithmically powers ad testing and optimization. Boost says clients see an average sales volume increase of 30 percent at a 5 percent lower CPA and save some 60 hours a month on ad creative development, testing and reporting. Marketers using DoubleClick S [...]

DoubleClick Search Adds Integration With Channel Intelligence For Product Feed Management

DoubleClick logo Google announced Monday that Channel Intelligence's feed management and optimization capabilities will integrate with the DoubleClick Search Commerce Suite. Performics is piloting the integration for "a major retail client". "We're really excited to team with Channel Intelligence and DoubleClick Search to optimize and fully integrate the search experience for our retail brands,” says Eric Papczun, President US of Performics. “The integration is greater than the sum of its parts, and we feel that these combined technologies will give our clients a clear competitive edge in the marketplac [...]

Google’s DoubleClick Search Ramps Focus On PLAs And Ecommerce With New Commerce Suite

DoubleClick logo In a sign of where its focus lies and the growing importance of PLAs in the search ecosystem, today Google is introducing the DoubleClick Search Commerce Suite, what it calls "a smarter, faster, product-centric layer to search management". The Commerce Suite is comprised of two new capabilities: 1. Dynamic Product Listing Ads creation is an extension of inventory-aware campaigns, which launched in June of last year, as an update of its inventory management solution. Advertisers can automatically create ad group, keywords and ads based on their Google Merchant Center feeds. Dynamic Produc [...]

DoubleClick Search Inventory Campaigns Now Auto-Create Ad Groups, Ads, Keywords

DoubleClick logo Inventory-aware campaigns in DoubleClick Search, designed to automate campaign management for inventory-reliant search campaigns, are getting even more dynamic. DoubleClick Search now automatically creates ad groups, ads and keyword lists for inventory-aware campaigns based on your settings. Launched back in August as "inventory management," inventory-aware campaigns integrate with Google Merchant Center to apply changes to search campaigns based on the inventory levels and other settings like prices, descriptions and landing pages in a retailer's feed. Until this latest update, advert [...]

DoubleClick Search Tools To Migrate To Enhanced Campaigns Now Out Of Beta

The custom toolset Google designed to help DoubleClick search users migrate to enhanced campaigns has come out of beta. The tools are designed to guide users in identifying similar campaigns that target different devices and merge them into one enhanced campaign in five steps: Identify campaigns for merging: Analyze your current AdWords campaigns and automatically generate a list of campaigns you should consider merging together into an enhanced campaign. Download and verify merge suggestions: Download the merge suggestions in the UI, and review them to ensure you’re comfort [...]

Report: Google Cooking Up Ad Data Exchange

Google is reportedly developing technology that would create a market for data designed to help target display ads better, according to a report in Ad Age that cites "executives familiar with Google's plans." The story says the data exchange is known internally as "DDP," and, according to comments made by Google ad chief Neil Mohan, it sounds like this ability for publishers and advertisers to capitalize on user data will be baked into a variety of products, rather than existing as a standalone offering. Mohan was quoted as saying, "If our vision is a comprehensive one, it needs to con [...]

DoubleClick Updates Somewhat Neglected Search Management Tool

DoubleClick today is unveiling DoubleClick for Search version 3, only the third major update in the campaign management tool's five year history. According to the product's manager, the move signals the Google division's renewed commitment to the tool, which ties search in with the core display DoubleClick for Advertisers product. "We talk to customers a lot, and, over time, it became clear that we have not invested enough in this project," acknowledged Ariel Bardin, lead product manager for DoubleClick for Search (DFS), adding that the company would now give "significant focus" to the prod [...]

Google Considering Display Ads Across Network, Including In Maps, Gmail

Google is already a major player in display advertising and is poised to become even more formidable in the next few years. Not so quietly the company has amassed or built a huge array of assets that could see it best many if not most other display competitors and networks, including market leader Yahoo. Google clearly also sees display and rich media (across PC, mobile and maybe TV) as helping to power its next phase of revenue growth. To that end AdAge reports that Google is prepared to integrate display advertising beyond YouTube across its various properties including, potentially, Goog [...]

Report: Google Buys Invite Media, Optimization And Media Buying Platform For Ad Exchanges

Adding to its display media assets, Google has reportedly acquired Invite Media for an undisclosed sum. The purchase price estimate is $70 million. Invite Media's platform "Bid Manager" enables agencies and media buyers to buy across ad exchanges more efficiently. First there were ad networks, then ad exchanges to make buying across networks more efficient. And now there are so-called "demand side platforms" such as Invite that help marketers and agencies buy across exchanges to target and consolidate audiences. According to AllThingD's report, Invite will operate at "arms length" from [...]

Google To Drop Ad Manager For DoubleClick For Publishers

Google announced that the almost two year old Google Ad Manager is ultimately going to be replaced by DoubleClick for Publishers (DFP). Google explained: DFP comes in two flavors, tailored for different publishers' needs: DoubleClick for Publishers, for the largest online publishers, and DFP Small Business, a simple, free version designed for growing online publishers. We'll be upgrading current DART for Publishers publishers to DoubleClick for Publishers over the next year as we continue to add features and modules, and we'll be moving Google Ad Manager customers to DFP Small Business i [...]

WSJ: Advertisers Doing More And Less With Search

In case you didn't see it there was an article in the Wall Street Journal this morning that seeks to capture a kind of shift or broadening of advertisers' attitudes toward search marketing. Formerly search was something of an island and not well integrated into wider marketing campaigns. Many search + display studies and several years later it appears that marketers have developed a somewhat more nuanced view of search in the context of broader consumer behavior. Here are some bits from the article: Sprint is buying the top ads tied to phrases consumers tend to search for when they are clo [...]

Google Formally Announces New DoubleClick Ad Exchange

DoubleClick's advertising exchange has been in the works since at least 2007 and before Google acquired the company. But this morning Google is formally announcing the new DoubleClick Ad Exchange, which reflects a milestone of technology and platform integration between Google and its DoubleClick unit. Google sees this an an opportunity to attract more display and brand ad dollars online and to boost revenues on that side of the house, where there is much more room for growth than in paid search (at least in the US business). Some version of an "exchange" has been around for awhile at D [...]

Google Fast Flip – Google’s Newspaper & Magazine Reader Goes Live

The previously rumored Google news site "Flipper" is in fact launching today as "Fast Flip" in Google Labs. But maybe it should be called Google Skimmer because it permits people to move very quickly through lots of visually rich news pages from dozens of partner publications. According to the Google Blog Post: Fast Flip is a new reading experience that combines the best elements of print and online articles. Like a print magazine, Fast Flip lets you browse sequentially through bundles of recent news, headlines and popular topics, as well as feeds from individual top publishers. As the name s [...]

Google Gets Into Behavioral Targeting, Launches “Interest-Based Advertising” Beta

Google today is launching a form of behavioral targeting advertising named Interest-Based Advertising. Interest-Based Advertising allows advertisers to deliver ads based on hundreds of interest categories and previous interactions with those users. The beta is opening to select advertisers at first but will be expanded in the upcoming months. Brad Bender, Google's Product Manager in display offerings on Google Content Network, explained that Google is looking to make ads "more interesting" to users and more effective for advertisers. Interest-Based Advertising allows Google to do that by [...]

Google Offers DIY Display Ads Builder; Appoints Display Ads Chief; Expands TV Ads Distribution

Google has long been seeking to diversify its revenue base and ad products to attract more ad dollars and different types of advertisers. There's a lot more money, for example, in brand advertising than in direct response. The YouTube acquisition was partly about getting more display/brand ad dollars. Google's DoubleClick acquisition was also about targeting the online display/brand segment. In addition, the company has created a new "President, Display Ads" position. Google has also built out Radio Ads, Print Ads and TV Ads to expand the reach of its network. The new announcements today are c [...]

Whither DART Search?

SES San Jose 2008 is now in the books and another Google Dance -- that annual bash that provides us all with so much safe, clean YouTube fodder -- has come and gone. Among the various features and benefits -- upscale backyard barbecue fare, free beer, modified karaoke, dancing, and light shows -- is the most fascinating spectacle of all: Googlers meeting other Googlers. (Oftentimes, I ran across Googlers just sticking with their own little clique and talking among themselves, but what do you expect... it's a "campus".) Google is such an enormous entity by now that it carries a real ri [...]

Google Sells Off Performics To Publicis Groupe

SmartMoney reports that Google has sold off the search marketing division of DoubleClick, Performics, to a French company named Publicis Groupe. When Google purchased DoubleClick, they acquired Performics with it. Google promised to sell off the Performics division, due to the conflict of interest in owning such a company. Today, they sold it to Publicis Groupe. It is actually interesting that they sold it to Publicis Groupe. Google has partnered with Publicis in the past to "expand in the fast-growing digital advertising market . . . [and that] Google would exchange its technological kn [...]

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