Display advertising is changing rapidly with the emergence of audience data, engaging new ad formats, dynamic creatives, and new technologies. We'd like to invite you to a webinar about our recent innovations in display advertising and how marketers are incorporating it into their strategy. Specifically, we’ll discuss: Google's vision and recent innovations in display advertising How to best take advantage of our offerings, from planning to optimizing your campaigns How advertisers are incorporating the Google Content Network into their marketing strategy Date: Thursday, May 20, 2010 at 11:00am PST / 1:00pm CST / 2:00pm EST Register here Posted by Agency Ad Solutions Blog Team
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Upcoming webinar: Uncovering opportunities with display advertising
ad:tech San Francisco is next week, from April 19th to April 22nd, and we'll be there. Our product experts will be on hand at the Google booth Tuesday and Wednesday to answer questions and provide updates on AdWords, Analytics, DoubleClick, YouTube, AdSense and the Google Content Network. In addition, we're holding the workshops "Insights Lickety Split in AdWords Search Funnels and Google Analytics" and "Google Ad Innovations @ ad:tech," as well as speaking at the session "Marketing Masters - The Bleeding Edge of Advertising Innovation." Still not sure whether to head to ad:tech San Francisco? It's not too late to register, and Google is pleased to offer a 20% discount on conference passes with the code GGLESPON . Posted by Amanda Matuk, Events Team
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Discount code available for ad:tech San Francisco
In this video learn how Google Adwords Site and Category Exclusion tools can be used to refine placements on the Google Content Network to improve campaign performance based on advertising goals.
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Site And Category Exclusion Tools In Google Adwords
For an agency today, it's very difficult to reach a client's customers online because their customers are consuming media everywhere. To reach users as they browse millions of websites across the Internet, agencies need to buy and to tailor ads across thousands of websites, and they need to measure how well these campaigns performed on all of these sites as well. At Google, we've built tools and platforms to address these challenges for agencies. Google is focused on delivering performance to advertisers and agencies through the Google Content Network (GCN), our ad network of over a million AdSense sites, which includes some Google properties like Google Finance and YouTube. One of the ways we deliver high performing ads is through contextual targeting, the science of matching the right ad with the right website content. For example, we might show an ad from a tech company on a tech review site because the ad will be relevant to the user and therefore, perform well for the advertiser. We've been working on helping agencies match the best ad through more precise contextual targeting that enables advertisers to focus on very specific themes. Over the past year, we've made over 60 improvements to our contextual targeting technology. In August, we enabled advertisers and agencies to do more precise contextual targeting , and we've seen that it can be used to effectively drive conversions. MediaWhiz tested this strategy for American Laser Centers to promote the client's hair removal and aesthetic services. The agency used both text and display ads to raise brand awareness as well as to drive customer action. Instead of creating a few ad groups with many keywords, it created hundreds of small, very specifically targeted ad groups containing around four to six keywords each. The highly targeted groups cut across a wide range of American Laser Centers’ business areas, covering laser hair removal, skin aesthetics spa treatments, at-home hair removal and many more related topics and themes. By using small, focused keyword lists in each ad group, the team was able to increase the relevance of the client's ads on the Google Content Network, helping to attract the exact customers interested in the services American Laser Centers offers. Using the Google Content Network Placement peformance report , MediaWhiz could optimize and measure exactly how well American Laser Centers' campaign did. According to Erick Maks, advertising director at American Laser Centers: This strategy of multiple ad groups containing tightly grouped keywords helped American Laser Centers raise its campaign conversion rate by 233 percent in the first three-month period. During the same period, by fine-tuning at the ad group level and reducing waste, it also cut impressions in half—while simultaneously increasing conversions by 365 percent. The complete case study is available for download here . If you're interested in additional resources, be sure to check out this post on using the Wonder wheel to generate ad group themes, and watch the recording of last year's webinar on more precise contextual targeting. Posted by Jesse Nichols, Agency Team
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Case study - Perfecting the art of matching the right ad to the right site
If you're a regular reader of the blog, in the last year you've seen Google's advertising tools move in some exciting directions. We've introduced more data-driven and efficient campaign management with the new AdWords interface , easier account optimization with the Opportunities tab , and new ad formats like Ad Sitelinks and Product Extensions , to name a few. But where is advertising with Google headed next? Which new tools, formats and features will make it possible for you to communicate with your customers in more meaningful, creative ways? We've started a new project, Google Ad Innovations , to answer that very question. Google Ad Innovations is a website where you can explore Google's latest advertising technologies, watch short video demos to learn more, and try out select new tools. The technologies we'll highlight on Google Ad Innovations are at various stages of development, from early tests to fully released features. Here are a few of the new releases you'll find on Ad Innovations right now: Remarketing -- a way to show your ads to users who have previously visited your website as they browse sites across the Google Content Network AdWords Search Funnels -- a set of reports that help you understand the Google.com search ad click and impression behavior leading up to a conversion Location Extensions with multiple addresses -- an ad format which displays a list of nearby store locations when your customers are performing local searches Click-to-Call Extensions -- an ad format that let mobile phone users call you directly from your ads Analytics Intelligence -- a Google Analytics feature that automatically identifies significant changes in your site traffic Although there's a lot to look at on Ad Innovations, we want it to be more than a show and tell site. Every Ad Innovations page will have a feedback link: if you see a feature that can be improved, or if you think we've hit on a valuable new idea, let us know! The comments and suggestions you leave while using Google Ad Innovations will go directly to the Google team working on the feature. So, if you want to stay on the cutting edge of advertising products, visit Google Ad Innovations — we’ll regularly add new tools and features to the site, and we can't wait to hear what you think! Posted by Devin Sandoz, Product Marketing Manager
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Google Ad Innovations: Where ads are going next