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This Week in Product Updates, October 7, 2010

Thu, 07 Oct 2010 22:24:00 +0000

Every week we’ll be providing a brief update on the latest Google product and feature updates relevant to our agency partners. To see past updates, look for the “ This Week in Product Updates ” label. If you were in New York City last week, it was hard not to feel the buzz around Ad Week, including Google’s innovative use of video within ad units to broadcast the keynote address, “Display 2015: Smart and Sexy,” for the Interactive Advertising Bureau’s MIXX Conference. In case you missed it, we’ve shared a recording below, along with other sexy new updates, such as Google New, updates to Google Instant, and the winners of Project 10^100. Tip of the week: Something new... Google New . The one place to find everything new from Google. Search: Goodbye Google Adverting Professional program. Hello Google Certification Program: As previously announced , the grace period for agencies to meet the new Google Certification Partner (GCP) criteria will end on Oct. 31st. Come Nov. 1st, any Google Advertising Professional agency not GCP-certified will lose its certification and thus cannot use the badge within marketing collateral and will no longer show up in Partner Search . To attain certified partner status, companies must meet eligibility criteria , including one team member passing a minimum of two certification exams , illustrating practical expertise in managing accounts, and agreement to the terms and conditions of representing AdWords. Learn more about membership criteria and refer to our blog post for all of the details. New Keyword Tool Tip: If you’ve used both the previous and updated versions of the Keyword Tool to search for keywords, you may notice differences between the tools for statistics on Global Monthly Searches and Local Monthly Searches. This is because the previous version of the Keyword Tool provided search statistics based on Google.com search traffic and traffic from search partners, while the updated version of the Keyword Tool provides search statistics based on Google.com traffic only. We've updated these statistics based on user feedback, and hope you find them helpful for keyword selection. Updates to Google Instant - new domains, keyboard nav, new modes: This week Google Instant rolled out to additional domains. In addition, we've introduced keyboard navigation to help you explore your Instant search results using just your keyboard, with no need for a mouse or touchpad. We’re also making Instant available within many of the search features in the left panel of the results page including Videos, News, Books, Blogs, Updates and Discussions. Check out the Official Google Blog post to learn more about these new features. Display: Another reason to WATCH THIS SPACE: As you know, Google is investing significantly to make display advertising better for users, advertisers and publishers, and we have a number of resources to help you learn more about our predictions for the future of display advertising. Visit the Official Google Blog for a recap of the keynote address delivered at the Interactive Advertising Bureau’s MIXX Conference in New York, entitled “Display 2015: Smart and Sexy," and watch a recording of the address (which was originally broadcast through ad units). Event recap: How to run a successful social campaign: Last month, YouTube and SEMPO hosted a social marketing panel, "How to run a successful social campaign," for SEMPO's San Francisco and Los Angeles working groups. The panel featured speakers from YouTube, Facebook, Twitter, and Athena East, and highlighted the unique products available to marketers, and best practices for executing measurable, impactful social advertising strategies. Derek Gordon of Yield Software shared what he learned for MediaPost Search Insider. Click here for his complete update. TV: Fall line-up for Google TV Ads. Episode 2: Driving Response: For the next 4 weeks, the TV ads team will be sharing tips and resources on AgencyLand and in the Agency Weekly Update. In this week's episode -- with the ability to target only the programs, networks, and dayparts you want, Google TV Ads is the ideal platform to run direct response campaigns. Call Reports and Google Analytics gives you the opportunity to identify sweet spots within your programming so that you can more aggressively go after what’s performing well and eliminate what’s not working. See how Oregon Mint Company went from $1,000 to $5,000 in daily sales. Reporting & Analysis: This Week in Report Center Migration: As we embark on the final major phase of Report Center migration, the ad, search query, placement performance, geographic, and demographic performance reports can now all be found directly within the UI. In addition, we've rolled out several enhancements based on your feedback, including the ability for My Client Center users to drill down to the Control Panel & Library to see all available report templates for the account (regardless of who created them). Over the next few months, we’ll continue to add more metrics so stay tuned for future updates. In the meantime, check out the detailed PDF and refer to the Help Center for progress updates. Did you know? Project 10^100 winners announced: Two years ago we began Project 10^100 by asking you to share your ideas for changing the world by helping as many people as possible. People from more than 170 countries submitted more than 150,000 ideas, which were narrowed down to 16 big ideas . The five ideas that received the most votes are the winners of Project 10^100. We're giving a total of $10 million across them to solve global challenges ranging from free education content to government transparency to innovative public transportation. See the Official Google Blog for the complete announcement. Fresh Fonts Come to Google Docs: Feeling limited by the same old stale font? Spice up your Google Docs with one of our 6 new fonts . And the best part is, there’s no need to install the new typefaces since Google Docs uses web fonts - just load your document and the latest set of fonts will be there, ready to use. How easy is that?! Posted by Katie Wasilenko, Agency Team

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This Week in Product Updates, October 7, 2010

Google Media Solutions Series: Part 1, Back-to-Basics with Google AdWords and Search Marketing

BlogPostman — Tue, 05 Oct 2010 00:57:00 +0000

Over the next four weeks, we will be sharing tips and tricks for positioning Google products to your clients in the Google Media Solutions Series . We are excited to share the benefits of our solutions, debunk common myths and pass on easy implementation tips to help your accounts reach their full potential. So, let's get started with Google’s search marketing product, Google AdWords . Using Google AdWords, you can target Google.com and the Google Search Network . This is a great solution to connect with potential customers who are searching for your clients’ products and services. It is flexible, measurable, and accountable. With AdWords, you can easily manage the spend of the account and control costs by setting a daily budget and maximum cost-per-click (CPC). Another benefit is that it’s easy to make changes to your clients’ ad text, as changes to ads take affect almost instantaneously. Lastly, as an added benefit, you can track the return on investment (ROI) of your account by using Conversion Tracking or Google Analytics . There are some common myths that your clients may have heard regarding search and we want to make sure that we clarify these misconceptions: My website shows organically, so I don’t need to advertise: It is great to have a highly ranked organic listing; however you can’t control the message to your potential customers with organic listings in the same way that you can control it with search marketing campaigns. By advertising on Google.com and the search network, you can control the message that you share with all potential customers and determine the landing page to which you direct your potential customers after they click on the ad. These features can lead to increased sales. In addition, organic results are likely only capturing a very small portion of the relevant traffic on Google. For example, a consumer electronics advertiser might appear high in the search results for their brand terms, or specific trademarks relevant to their company, but AdWords can expose their message on a wide variety of related terms like 'digital cameras' 'netbooks' and 'HD TVs'. Competitors can click on my ads maliciously: We take the security of AdWords accounts very seriously and have many resources in place to prevent your account from accruing invalid clicks. While invalid clicks occur less often than commonly perceived, we have three filters in place to protect your account: detection and filtering techniques, advanced monitoring techniques and manual reviews from our team. Stay tuned for next week’s post on the Google Display Network, remarketing and great tips for reaching your customers while they browse the web! Posted by Laura Salzberg, Agency Team

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Google Media Solutions Series: Part 1, Back-to-Basics with Google AdWords and Search Marketing

Google Display Network series: Effectively planning your online display campaigns

BlogPostman — Thu, 22 Jul 2010 17:41:00 +0000

We recently introduced a new umbrella name for our online display media offerings, the Google Display Network (GDN) to make our solutions clear to advertisers and agencies. You also heard from us about the investments we’re making in display advertising and the promise it holds for marketers and agencies to drive great marketing results. In this series of posts, we’ll cover what you can do today on the GDN. We’ve been busy working to improve every step of your display campaigns: from media planning and developing creative, to choosing targeting, measuring results and optimizing your campaign. Each week over the next month, we’ll talk about the solutions available to you in each area, starting with campaign planning. With millions of sites on the web, how do you find exactly the people who will respond to your message? We introduced DoubleClick Ad Planner to help. It’s a free research and media planning tool to help identify web sites most likely to attract your audience. The insights provided by Ad Planner continue to get deeper and more robust. Let’s take a look: Research sites by ones you know your audience visits, or by defining your audience based on what you know about them, such as geography, demographics, interests, sites they visit or keywords they search. Recently, we released more features to help you research more effectively: Pre-defined audiences . Select from commonly used audiences like Baby Boomers to save time or if you don’t know how to define your audience. With Ad Planner 1000 , quickly reference and target the web’s largest sites. Use subdomain and ad placement data for more granular media planning. With Lists , create lists of your favorite sites and placements for future use. Manage your site results by applying a variety of site ranking methods : See sites that are most likely to attract your target audience, see larger, mass-media sites to ensure campaign scale, or, see a balance between the two. Filter to see just sites in the Google Display Network, or all sites that accept advertising. Apply other filters to see sites accepting certain ad formats, sites in specific categories like Video Games or sites with a particular domain suffix like .edu . View robust site details. For each site, you can see detailed information and audience visitation patters. A Site Overview shows general site information like thumbnail and description and site categories. Traffic Statistics and Demographics show unique visitor metrics and demographic information. Online Activity shows what other sites your audience visits or keywords they search. Finally, Ad Specifications show placement type, impressions/day and accepted ad formats and sizes. Most recently, we introduced audience interest information, showing the aggregate interests of a site’s visitors. It complements the demographic data available in Ad Planner, providing a deeper view into a site’s audience. Build, analyze and export your media plan . After researching sites, you can select sites and add them to your media plan . As you do, you’ll see unduplicated unique users, reach, and page view statistics. You can then analyze your media plan by reviewing its aggregate demographic statistics. When you’re ready, you can export sites directly into your AdWords account or into CSV format to import into MediaVisor . Beyond robust features like these, Ad Planner provides true scale for your campaigns because you can go beyond the most common sites, to tap into millions of sites and do it for over 40 countries and 20 languages. Further, web site owners can claim, manage and share their data on Ad Planner, providing another level of up-to-date and accurate information for your media planning. You can stay on top of new enhancements in our Ad Planner release notes . Stay tuned for our next post about developing effective ads and the solutions available on the Google Display Network. Posted by Emel Mutlu, Marketing Manager, Google Display Network

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Google Display Network series: Effectively planning your online display campaigns

Yahoo slumps 8% as sales miss analysts’ forecasts – MarketWatch

BlogPostman — Wed, 21 Jul 2010 13:58:32 +0000

Kansas City Star Yahoo slumps 8% as sales miss analysts' forecasts MarketWatch Yahoo said that while its display advertising sales rose 19% from a year ago, search- advertising revenue declined 8% from last year's second quarter. Ahead of the Bell: Yahoo 2Q gets investor scrutiny BusinessWeek Yahoo Shares Decline After Second-Quarter Sales Miss Analysts' Estimates Bloomberg Yahoo's lackluster 2Q revenue growth sinks stock The Associated Press CNNMoney ?- Hindustan Times ?- AFP all 616 news articles??

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Yahoo slumps 8% as sales miss analysts' forecasts - MarketWatch

Google, Omnicom Partnership Redefines Digital Advertising – MediaPost Publications

BlogPostman — Fri, 16 Jul 2010 20:38:39 +0000

wwwery (blog) Google , Omnicom Partnership Redefines Digital Advertising MediaPost Publications The outlook for display advertising is at least as big as the $11 billion search ad sector and essentially double Google's advertising business, ... Google teams up with Omnicom for advertising Tech Eye Google And Omnicom Ink Advertising Deal ITProPortal Google Partners Omnicom For Online Display Advertising wwwery (blog) Radio Ink ?- Daily Markets ?- WebProNews (blog) all 30 news articles??

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Google, Omnicom Partnership Redefines Digital Advertising - MediaPost Publications

New keyword targeting feature rolling out globally

BlogPostman — Wed, 14 Jul 2010 15:05:00 +0000

The broad match modifier is now rolling out globally in most languages 1 after a successful open beta test in the UK and Canada. To recap the original broad match modifier beta launch announcement: The broad match modifier is a new AdWords targeting feature that lets you create keywords which have greater reach than phrase match and more control than broad match. Adding modified broad match keywords to your campaign can help you get more clicks and conversions at an attractive ROI, especially if you mainly use exact and phrase match keywords today. To implement the modifier, just put a plus symbol (+) directly in front of one or more words** in a broad match keyword . Each word preceded by a + has to appear in your potential customer's search exactly or as a close variant. Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “floor” and “flooring”). Synonyms (like “quick” and “fast”) and related searches (like “flowers” and “tulips”) aren't considered close variants. The graphic below illustrates the relative reach of different keyword match type strategies. (click for full size image) ** Be sure there are no spaces between the + and modified words, but do leave spaces between words. Correct usage: +formal +shoes. Incorrect usage: +formal+shoes. Here’s what one major UK retail company said about their experience using the feature: "We're always interested in ways to increase our volumes while keeping our CPA down. As a result, we've added broad match modified keywords to several campaigns where previously we only had phrase and exact match keywords. After a few weeks of testing, we're pleased to see these campaigns showed significant increases in conversion and volume, whilst keeping the CPA down. Therefore, we will be looking to scale our use of modified broad match keywords in all our campaigns to take full advantage of these great results." If you mainly use broad match keywords in your account, you should know that switching your existing broad match keywords to modified broad match will likely lead to a significant decline in your click and conversion volumes and will not directly improve Quality Score . To maintain volume, keep existing broad match keywords active, add new modified broad match keywords, and adjust bids to achieve your target ROI based on observed performance. You can begin using the feature by logging into your AdWords account, through the AdWords Editor and through the AdWords API. For more details, guidelines on usage, and answers to common questions, check out the original blog post and the AdWords help center . Posted by Dan Friedman, Product Marketing Manager 1 Except Chinese, Japanese, Thai, Arabic and Hebrew languages, which are coming soon. We’ll update this post when the feature becomes available.

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New keyword targeting feature rolling out globally

DoubleClick Benchmarks Report 2009 Year-in-Review

Tue, 13 Jul 2010 19:21:00 +0000

(cross-posted from the DoubleClick Advertiser Blog ) We published the DoubleClick Benchmarks Report in 2009 to give advertisers and agencies a resource to measure their display campaigns’ performance against industry norms. As a result of feedback and interest from our clients and others in the industry, we’re pleased to offer this year’s edition with a couple of updates: Data on impressions served through DoubleClick for Advertisers (DFA) by creative type. Simple flash is the dominant ad format accounting for close to 70% in the U.S. and 85% in the EMEA region. Static image ads was the next most common format representing 20% of the volume through DFA in the U.S. and 10% in the EMEA region. The availability of a benchmarks report with detailed EMEA region metrics. Last year we included worldwide overall click-through rates and rich media metrics in the report. Now we are pleased to introduce a separate EMEA Benchmarks Report which covers in-depth display benchmarks across a subset of countries in the EMEA region. Comparison between overall 2008 and 2009 benchmarks. You will also find in this latest report, a month-by-month comparison of benchmark data for click-through rates, interaction rates, expansion rates and interaction time for the years 2008 and 2009. When reviewing the data we noticed some interesting trends: In 2009, the overall click-through rate for the U.S. did not change from 2008 (0.10%) and what’s more is in a month by month comparison of click-through rates (CTRs) from 2008 to 2009 we saw that CTRs were very consistent throughout the year with a minor spike in January -- possibly a result of the post-holiday sale season. When it comes to CTR, interaction rate, average interaction time and average display time, we did not observe a great difference between U.S. (see page 2) and EMEA (see page 2) benchmarks. Consistent with last year’s report, we continued to find a correlation between ad size and clicks and interaction rates -- that is, the larger the ad size, the higher the rate. This finding holds true for both U.S. and the EMEA region. As with last year’s report, the data for these benchmarks are derived from a robust data set across DoubleClick for Advertisers , based on rigorous methodology with input from the Advertising Research Foundation . The report covers benchmarks for the entirety of 2009 by ad format, ad size and industry vertical. The benchmarks are normalized across hundreds of advertisers, thousands of campaigns, and tens of billions of ad impressions. For greater detail on the benchmark data, download the U.S. report here and the EMEA region report here . Posted by Pamela Eng, Product Marketing Manager

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DoubleClick Benchmarks Report 2009 Year-in-Review

Google Adwords Ad Location Extension Sample

BlogPostman — Fri, 09 Jul 2010 00:16:14 +0000

While Ad Location Extensions have been available in Google Adwords for some time, I hadn’t yet tried them until today. It doesn’t take much time to add a location Extensions to an Adwords campaign. Adwords Extensions Example Location Extensions can be synced with a Google Places account if you have one, or if not you can create a business listing address on the fly to display along with your ad. In either case, Location Extensions can help differentiate local advertisers from regional or national advertisers at a time the local Google Adwords advertiser can benefit most – when the Google user is looking for a local solution.

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Google Adwords Ad Location Extension Sample

In Sun Valley, Media Chiefs Fret Over Economy – Wall Street Journal

BlogPostman — Thu, 08 Jul 2010 15:55:07 +0000

Reuters In Sun Valley, Media Chiefs Fret Over Economy Wall Street Journal Sir Martin, who founded WPP, the world's largest advertising and marketing company by revenue and market capitalization, said the pace of the US recovery ... Media executives see small deals as key to future Reuters Moguls' Sun Valley Summer Camp to Focus on Web, Not Mega-Deals BusinessWeek Apple likely to spoil Sun Valley's summer Financial Times Hollywood Reporter ?- Stock Watch ?- New York Post all 105 news articles??

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In Sun Valley, Media Chiefs Fret Over Economy - Wall Street Journal

Google Display Network Automatic Placement Category Exclusions

BlogPostman — Wed, 07 Jul 2010 21:56:36 +0000

Looking for a quick way to discover inefficient automatic Google Display Network placements? If so, drilling down into the Exclusions tab – Campaign level – Add exclusions – Exclude Category will produce a list of the types of content sites that have been sending you traffic and at what cost. Google Display Network Automatic Placement Category Exclusions If a particular category has been inefficient or costly, simply check its box and exclude the category from your future Google Display Network automatic placements source list.

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Google Display Network Automatic Placement Category Exclusions