In the past 10 years the number and variety of new technologies in display advertising have more than doubled, effectively creating new - and better - ways to buy display across the web. With this influx of new display targeting technologies available to advertisers (contextual, remarketing, demographics, interest categories to name a few), our clients often wonder which targeting method performs better: audience or contextual advertising? We've said in the past that the combination of audience and contextual buying work better together, and now we have some new insight into how advertisers are thinking about these tools.
We worked with Forrester Consulting and surveyed 150 interactive marketers to evaluate their perceptions on the effectiveness of combining audience & contextual targeting with respect to display buying. The findings from the new whitepaper, Display Media Buyers Value Audience in Context, were presented during a special joint Learn With Google webinar featuring Forrester’s Joanna O’Connell and Google’s Woojin Kim. Register here to view the recording.
Key findings from the research include:
50% of respondents use a full range of targeting types including: Remarketing, Demographic, Behavioral and Contextual
Contextual and behavioral targeting dominate: Used by the vast majority - 82% in the case of contextual, 71% in the case for behavioral
94% of marketers combine contextual & audience buying for higher performance and greater accuracy
Audience targeting has become the norm in display buying: The majority of marketers surveyed are bullish on audience targeting, and few see it as overhyped.
Most marketers plan on maintaining increasing spend on combined audience & contextual targeting.
Our team has been focused on bringing you more tools for better measurement and actionable insights, right in the interface. Until now, marketers have been using labels in DoubleClick Search (DS) to easily organize and report on keyword performance by placing keywords into custom categories, regardless of which campaigns they live in.
Now in our latest release, we’ve added another layer of reporting flexibility with Budget Pacing Reports. These reports allow you to track performance against a budget in the DS UI. By visualizing week-over-week, day-over-day, or month-over-month trends, Budget Pacing Reports allow you to quickly identify campaigns that are under-spending or underperforming.
Tracking spend against a budget goal is a common need for many users. These reports save time for agencies that need to look at such data on a regular basis. Budget Pacing Reports provide:
A rich language for entering KPI expectations with your budget target. Define your KPI goals, set expectations and constraints, and see if your campaigns are on track to deliver on them. For example: I want CPA of $40.00 and I tolerate +-10% error.
Data visualization for quick projections and insights. Given your entered specifications and expectations, easily visualize different date ranges to see trends and projections of intended outcomes to help you make the best decisions.
A holistic view across campaigns. See how each campaign is contributing toward budget and KPI.
To learn more about Budget Pacing Reports, see our Help Center, or reach out to your Technical Account Manager for tips and best practices. You can also watch our training video below:
Google Analytics Core Reporting APIs enable a powerful and flexible way to analyze, report on, and ultimately optimize such things as web and mobile experiences, conversions, and sales.
Today we’re adding over 40 new metrics and dimensions that can be queried through the Core Reporting API. This enables developers to create reports that are similar to what is available in the Google Analytics web interface for important areas such as social and mobile. See a full list of additions on the Core Reporting API changelog.
Here’s a rundown of what’s new and a few helpful questions the data can answer.
Social Data
Now you can get data for both on-site interactions with social buttons as well as off-site social data from social data hub partner networks.
Today at the London ATS Trading summit we announced the launch of Audience Extension, a new feature within DoubleClick for Publishers (DFP) designed to generate more premium revenue for publishers by leveraging their audiences across the web.
Audience extension enables you to reach your audience across other publishers, bundle these impressions with your own inventory, and resell those packages to your direct advertisers at a premium. Audience extension inventory comes from the vast pool of brand safe inventory via publishers on DoubleClick Ad Exchange. Audience Extension can be used without leaving DFP; flight dates, targeting and bid parameters are set directly within your core ad server.
Audience extension is best suited to publishers with high value content channels within their owned and operated inventory that are consistently sold out, or who have defined audiences onsite that have a value to advertisers that transcends the context of their own site. It’s also used by publishers looking to reach a critical mass of users from a given geo-location.
Key Benefits
A single place to manage, execute and optimize buying across owned & operated and external inventory
Bid management capabilities integrated in the core ad server
We are delighted to make Virtual IP (VIP) based SSL more widely available to developers by announcing a reduction in price. From the 25th of September, VIPs will be $39/month - down from the previous price of $99/month. For those applications already using VIP based SSL, the pricing change will be applied to your bill starting on the 25th.
Google App Engine SSL for Custom Domains goes above and beyond the basics of SSL by offering globally distributed SSL endpoints and built-in load balancing. Like App Engine in general, there is no need for ongoing system administration and maintenance. For more details on how to setup SSL for Custom Domains for your applications, see the App Engine documentation. - Posted by the Google App Engine Team
GAUGE (Google Analytics Users’ Great Event) Boston is approaching quickly. For those who don’t yet know, GAUGE is a training conference led by Google Analytics Certified Partners, and will help sharpen your GA skills through learning practical knowledge from other users that you can put to use immediately.
‘The Art of Storytelling’ by Jason L. Baptiste at Onswipe
‘Seeing the Forest AND the Trees: How NPR can see detailed behavior data at massive scale to drive unprecedented insight’ by Steven Mulder, NPR, and Alex Langshur, Cardinal Path
Presentations from the Google Analytics team, including analytics advocate, Justin Cutroni
Analytics Helpdesk where you can receive direct consultations
Use code GABLOGBO12 for a 10% registration discount. We also offer a 15% discount for members of the Digital Analytics Association and a 50% discount for Government, Non-Profit employees, and Full-Time students.
This networking reception and application showcase gives developers of Google Analytics integrated products the chance to pitch their creation to a panel of industry leaders, Googlers, and the audience. Any individual or company that has developed a product, platform, application, or other tool that integrates with Google Analytics is invited to apply.
Earlier this year, we launched Google Affiliate Ads for Blogger in the US and added new enhancements in June. The positive results and feedback we’ve received are very promising, and we’re excited to announce that this gadget is now available to Blogger users in the UK!
To refresh your memory, Google Affiliate Ads for Blogger is a gadget that makes it easy for Blogger users to insert an affiliate ad into a blog post and earn a commission when someone clicks the link and makes a purchase on the advertiser’s site.
Watch the video below for a quick refresher:
Here’s how to get started:
If you’re a Blogger user in the UK (or the US), go to the Earnings tab in Blogger and sign up for AdSense if you don’t already have an account.
Once you have an AdSense account, you may see the Google Affiliate Ads for Blogger gadget when you write a new blog post.*
Write a new post and select a relevant affiliate ad from the 'Advertise Products' gadget.
Publish your post, and voilà! You may earn a commission when someone clicks your affiliate ad and makes a purchase.
Participating UK advertisers:
Advertisers including Bestbathrooms.com, Cheapsuites.co.uk, Crooked Tongues, Diamond Manufacturers, eFlorist, Hudsonreed.com, Perfume Click and The Snugg have already come on board, and more are joining every day.
If you’re an advertiser interested in participating in Google Affiliate Ads for Blogger, please reach out to your Google Affiliate Network account team or contact us if you’re not already working with us.
Posted by:
Erica Sievert, Product Marketing Manager
*Note that this gadget will only be available to select UK and US Blogger users whose blogs match available ad categories, so you may not immediately see the gadget even if you have an AdSense account.
Your use of the Google Affiliate Ads for Blogger program is governed by the Google Affiliate Ads For Blogger Online Program Terms and Conditions. Please review the Office of Fair Trading's Q&A that discusses a blogger's obligation to disclose financial benefits you may receive for endorsing products or services. As a reminder, under your Google Affiliate Ads For Blogger Online Program Terms and Conditions, You must comply with all applicable laws relating to the disclosure of financial benefits You receive for endorsing any products or services. For example, when you include a Blogger Affiliate Ad on Your blog, you will clearly identify, in a manner prominently displayed with editorial content on your blog such that it would be unavoidable to the average user, that the Blogger Affiliate Ad is an advertisement.
