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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

Please join us on Thursday, July 22, 2010 for the next ThinkCPG with Google webinar – Case Studies & Learnings for Consumer Packaged Goods. During this webinar we will learn from three separate case studies as measured through third-party research: Search Match Market Consortium Study – Food: What is the offline impact of search advertising when brands take advantage of their search opportunities? What is the impact when they are dark? What is the impact to private label sales? Presented by: Debra Eskra, Director of Testing & Media Solutions, SymphonyIRI Group Quaker Instant Oatmeal Display Case Study: What kind of impact did the Awaken Your Senses campaign, which was promoted on YouTube and the Google Display Network, have on Quaker Oatmeal and Private Label sales? Presented by: Sarah Bild, Marketing Manager, PepsiCo-Quaker Oats CPG Gfk Benchmark Study from Germany: How do we evaluate Search and YouTube across all media? How does Search and YouTube ROI stack up against traditional media? Presented by: Jens Monsees, Head of Industry for CPG Germany, Google, Inc. Date: Thursday, July 22, 2010 at 10amPST / 12pmCST / 1pmEST Click here to register Posted by Jenny Liu, CPG Marketing

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Upcoming webinar – have you been Think(ing) about CPG?

I am giving a presentation this Thursday night to small business owners on the subjects of Marketing, Advertising and Public Relations. Community Action Syllabus While I spent the first ten years of my career practicing each of these fields offline, the last ten years of my professional life have been spent focused on practicing these respective professions online. It will be interesting to learn whether online communications are considered mission critical let alone important to this group of would be and existing small business owners or not.

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Marketing, Advertising and Public Relations Presentation

Over the years I have opted into many a marketer’s email list. Within the last several months, I have been inundated with offers seemingly everyday. Unfortunately for each of these marketing list owners, all of their emails are beginning to look and sound a like. Their formula? That’s the problem. They all follow the same formula. What are the all doing that is the same? Each email begins first by trying to suspend the receiver’s disbelief. Marketing List Marketing Now either all of these offers are too good to be true or they all work wonderfully and the audience as a whole is just too skeptical. Take your pick.

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I Get Two of These Everyday: Marketing List Marketing

Ring, ring! It’s the new cell phone shopper calling! With over 450 mobile devices in North America and an average of 10 new phone launches each week, how do shoppers decide which phone is right for them? How do marketers influence these purchase decisions? click to view image We’re excited to announce that Google and Compete recently completed their latest research study, Wireless Shopper 2.0 , which covers the shifting cell phone marketplace, the rise of the smartphone and the role search plays in the purchase process. Key consumer findings revealed that today’s wireless shoppers are: Open to Switching: At the beginning of the purchase process, 42% did not have a a specific carrier preference, while 78% did not have an OEM preference Reeled in by Features: 45% bought a new smartphone because they wanted more features, while 22% bought because they saw a new phone they “had to have” Reliant on Search: 62% of consumers who searched for a newly launched mobile device purchased one, and the average consumer conducts 13 searches throughout the purchase process In an increasingly competitive marketplace, these behavioral insights indicate the importance of having a comprehensive digital marketing strategy to bridge the gap between queries and sales. To do so, digital marketers should focus on: Targeting the Entire Funnel: The purchase funnel is not as linear as it once was; query trends indicate that search is paying a central role throughout and that generic (non-branded) keyword are prevalent and convert, even at the end of the purchase process Device-Centric Campaigns: Shoppers are searching online for everything to do with their wireless device: features, reviews, price, applications, etc. Optimize device-specific landing pages and integrate device-focused keywords and ad texts into campaigns Leverage Search for Product Launches: Search is an effective tool for introducing new products to customer prospects, especially during the announcement and pre-launch face – don’t miss the opportunity to acquire new potential lifetime customers For more insights into today’s Wireless Shopper 2.0, download the full study here . Posted by The Google Tech Marketing Team

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Wireless Shopper 2.0