Introducing Google Ad Planner

To make your life easier, we’re introducing Google Ad Planner, a research and media planning tool that connects advertisers and publishers. When using Google Ad Planner, simply enter demographics and sites associated with your target audience, and the tool will return information about sites (both on and off the Google content network) that your audience is likely to visit. You can drill down further to get more detail like demographics and related searches for a particular site, or you can get aggregate statistics for the sites you’ve added to your media plan.

While Google Trends for Websites, announced last week, is designed for all users, Google Ad Planner is designed with media planners in mind. Using Google Ad Planner, you can quickly create media plans and export to a .csv file, which can be opened in most spreadsheet applications. Or, you can export to DoubleClick’s MediaVisor, which helps you manage all your other media planning, buying and campaign management activities.

For anyone interested in giving Google Ad Planner a try-out, click here.

Post from: EveryJoe

Designed With Media Planners In Mind – Google Ad Planner

There is a lot going on in June and Google wants to remind you how to use Adwords to take advantage of it through Demographic Bidding.

What Is Demographic Bidding?

“Demographic bidding is a way to help your ad reach audiences of a certain age or gender. If you want your ads to be seen by women aged 18-24, or people over 55, demographic bidding can help.”

Can you tell me more? For instance, why would I want to use it or would it be worthwhile for me?

“Some publishers on the Google content network know certain individual details about their users. Social networking sites, for instance, often ask users to identify themselves by age and gender. On sites that provide this type of information about their users, Google can often display your AdWords ads to members of the groups that you prefer, or prevent your ads from displaying to members of groups you don’t want to reach. You can bid more for your preferred demographic groups to help make sure your ad reaches members of those groups.”

It ought to be noted that “Demographic bidding is available for both keyword-targeted and placement-targeted campaigns.”

Post from: EveryJoe

Google Adwords, June, Gift-Giving, Demographic Bidding

Google Content Network Tips: Optimizing for a content network audience

• Create separate search and content campaigns.
  This will allow you to:

• Optimize your ad groups and ad text specifically for content pages.
• Target different audiences. If you sell flowers, you may want to create a content ad group to show your ads to couples by targeting pages relevant to them.
• Use general keywords to strengthen the theme of your ad group, without affecting your search performance.

• Think about the type of user browsing a web page and write ads to catch that user’s attention.

• It’s important for your ad text to relate to the webpage on which it appears. If your target user is going to be on pages related to flowers, mention flowers or closely related products in the ad text.
• Test multiple creatives and ad formats (text, image, video) in all available sizes to gain better insight into what sort of ads will perform the best for you.

• Include call-to-action phrases.

• Phrases like ‘Register now,” “Get a free quote,” and “Call now” can can help set expectations for the person who is about to visit your site.

• Your call-to-action should be what you consider to be a conversion.

• Highlight special offers or features available on your site.

• We’ve found that advertisers often get higher ROI on the content network when they include product prices in their ads. Prices and special offers can help you stand out from competitors and showcase your best deals.

• Link your ad to customized landing pages that match the information in your ad text.

• If your ad highlights a special deal on cell phones, make sure that the ad directs users to the specific cell phone page of your site. And ensure that your landing pages are clear and easy to navigate.

There’s more to this post – about tracking the performance of your ads. Check it out…

Post from: EveryJoe

Google Content Network Tips