Over the past year, we've focused on building new solutions on the Google Content Network for campaigns focused on branding. Last year we introduced frequency capping to help you manage how often your Content Network campaigns reach the right people. We then launched an “ above the fold ” filter to allow you to show ads only in places that appear on potential customers’ screens when the page loads. We also developed innovative tools to measure the impact of brand campaigns . Today, in response to feedback from many of you who run branding campaigns, we're announcing a new filter that allows you to show your ads only on AdSense sites among the 1000 largest on the web as defined by DoubleClick Ad Planner . This new feature will ensure that your ads reach a large number of users, but only on well-known sites best suited for branding goals. To activiate the new filter, select ‘non Ad Planner 1000’ within the ‘category filters’ section of your AdWords account. Keep in mind that not all sites in the Ad Planner 1000 are in the Google Content Network and that your ads will only show on those sites that are. It's important to note that the Ad Planner 1000 does not take performance statistics into account, and that by enabling this filter, you may be excluding many sites that are relevant to your advertised products. Additionally, with this or any of our other brand filters enabled, your campaign will run on fewer sites, so you may need to raise your bids if you’d like to maintain your impression levels. We recommend experimenting to determine which feature or combination of features best meets your goals. We hope this new feature gives you greater control and assurance over where your ads appear and makes the Google Content Network an even more powerful environment for effective branding campaigns. Posted by Sean Harvey, Product Manager
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New Tool for Brand Advertisers on the Google Content Network
Advertisers can now build media plans to reach audiences with interests relevant to their campaigns using DoubleClick Ad Planner. Audience interests represent the aggregate interests of visitors to any given website. With today’s release, the top ten audience interests for each site are now listed on the profile page for each of the millions of sites profiled in Ad Planner. This provides an important complement to the demographic data that’s already widely available. By combining an understanding of a website’s demographic appeal with the range of interests of the audience the site attracts, advertisers can get a more complete picture of who they will reach by advertising on the site. To date in Ad Planner, advertisers have used site categories, which describe the content of websites, as a proxy for audience interests. For example, to plan an ad campaign for a pet product, advertisers would look for sites with content about pets for their media plan. While this may be an appropriate proxy, it also may overlook some great sites, since when people are interested in a topic, they don’t only visit sites about that topic. Audience interests in Ad Planner helps advertisers find a wider range of sites for their media plan without compromising their ability to reach the right audience. With the “Search by audience” tab in Ad Planner, selecting the “Pets” interest will reveal a list of sites that have a high affinity with audiences interested in pets. While some of the sites will be about pets, many additional sites will be about other topics. Take the screenshot below, which is from the Ad Planner profile for a site about politics . Although the site is not about pets, it scores a high (36.9x) affinity with audiences who are interested in pets, which means visitors to this site are 36.9 times more likely to be interested in pets than the average Internet population. A category filter on pets would never locate this site, but an interests search on pets would. (click to view image) Audience interests gives advertisers a new tool for selecting the best sites for their media plans. To learn more about how we generate the data for audience interests, please refer to our methodology document . To try out the new audience interests features, visit www.google.com/adplanner . Posted by Ben Chambers, Software Engineer [note: this post has been reprinted from the DoubleClick Blog ]
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Audience Interests Now Available in DoubleClick Ad Planner
The mission of DoubleClick Ad Planner, Google's free research and media planning tool formerly named Google Ad Planner , is to provide the deepest, most accurate insight into online audiences possible. This insight helps display advertisers select the best sites for their media plans and drive results for their campaigns. One of the many data points that DoubleClick Ad Planner provides is site traffic data. In line with Ad Planner's mission, we've improved how we estimate and share this data in order to provide media planners, buyers and researchers with improved data quality and more data visualization options. This builds upon the traffic improvements we made in January of 2009 and is part of our continuous effort to provide trusted insights into online audiences. This release includes the following two significant improvements: Traffic estimates across a number of metrics are now more accurate (Unique user and reach estimates remain the same) Direct measured traffic is now included for publishers who opt-ed in their Google Analytics data Upgrading Site Traffic Estimates To improve the quality of our site traffic estimates, we have upgraded our traffic estimation model. Our model uses a hybrid methodology that combines sample user data, from various Google products and services, with direct measured site-centric data. The model's direct measured signal is pulled from Google Analytics customer accounts that have chosen to opt-in to sharing their data with Ad Planner. This hybrid approach allows us to use direct measured data to train our traffic estimation models and produce the best estimate for any given site. For more information about how we use opt-in Google Analytics data check out our past blog posts on how Google Analytics data is used in Ad Planner and on replacing traffic estimates with direct measured Google Analytics data . This latest upgrade improves the accuracy of our estimates by over 10%. We look at a large amount of data and metrics to evaluate our estimates and are continuously working on improving them. We believe our model to be among the more accurate sources of traffic estimation in the industry. Publishers who would like to complement their site listing with direct measured data are welcome to do so by opt-ing in their Google Analytics data in DoubleClick Ad Planner Publisher Center . We invite publishers who are new to Ad Planner to learn more about using Publisher Center to manage their site profile . Providing Direct Measured Site Traffic Data In May 2009, we announced Ad Planner Publisher Center, which made it possible for publishers to opt-in their Google Analytics data to Ad Planner. We've now upgraded site profiles in Ad Planner to display this data in the worldwide charts for Daily Unique Visitors on site profile pages. For publishers who opted-in, their direct measured data is displayed as a solid line in their chart. For example, Gamezhero, a website offering free online games, opted-in their Google Analytics data in June. Here's what their worldwide chart for Daily Unique Visitors looks like now: (click here to view image) In the coming months, we plan to bring direct measured site traffic data to country-level profile views in addition to the worldwide profile views that are currently supported. Understanding the Data in Ad Planner To offer additional transparency into how Ad Planner generates its data, we've published a new help document about our methodology . The document provides more details behind how Ad Planner generates site traffic data, in addition to other data, such as demographics, ad information, categories and descriptions. Getting Started Give DoubleClick Ad Planner a try at www.google.com/adplanner . We think you'll find it to be a powerful research and media planning tool that makes it easy to find audiences and create well-informed media plans. Posted by Wayne Lin, Product Manager, DoubleClick Ad Planner [note: this post has been reprinted from the DoubleClick Blog ]
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Better Site Traffic Data in DoubleClick Ad Planner