'Net Features : ad planner

New Features Within Google Ad Planner

Pete Prestipino — Fri, 28 May 2010 15:10:00 GMT

Google introduced several new interestng features today that integrates DoubleClick Ad Planner data with other Google advertising solutions. If you're looking to put your online advertising into hyperdrive, keep reading.

The most noteworthy feature is the Ad Planner 1000 list, a list of the top 1,000 global sites on the Web ranked by unique users as measured by Ad Planner. The list which is published monthly reveals the number of unique visitors, number of page views and reach for each site, making it a valuable reference for the most popular sites on the Web. The information is available online as a reference and as a downloadable file.

The most valuable feature added to Google's Ad Planner in my opinion is the new Export to Adwords feature. Sites identified within the Google Content Network by media planners can export those sites and placements and they will be set up as a new campaign or ad group within an Adwords account. This could be a great way to build media plans for managed placements particuarly for display advertisers.

New Google Ad Planner Connects Publishers to Advertisers

Mike Phillips — Wed, 06 May 2009 13:57:00 GMT

Google once again has released a new tool to help publishers/affiliates find the best advertisers, and advertisers to find the right audience. Ad Planner Publisher's Center lets publishers submit their sites for consideration to the most relevant advertisers. By claiming your site in Ad Planner, publishers can search for those websites that best fit the advertiser's target audience. Start by adding your URL, then verify by adding a meta tag or upload an HTML file to your server.

What if you don't claim your site? Does that mean Google's top (and highest paying) advertisers won't find your site? Is it worth the risk?

Log back into the Ad Planner Publisher Center to start editing your profile. Write a site description, add relevant categories, indicate ad specifications and add a URL where advertisers can learn more about your site. You can also share your Google Analytics data so advertisers can get a clear picture of your audience.

The result is that advertisers will end up paying more to target your audience. In turn, your earnings (and hopefully number of clicks) will increase as the ads become more relevant to your audience. Higher CPC + increased CTR = more earnings for you, the publisher/affiliate, and better leads for the advertiser.

Google's Ad Planner Publisher Center is yet another example of why Google is such a dominant force in the Web publishing and advertising business. While Google is doing everything they can to empower both publishers and advertisers, Microsoft and Yahoo! continue to drag their heels and lose ground.

New Traffic Model for Ad Planner

Pete Prestipino — Fri, 30 Jan 2009 19:25:00 GMT

Google announced some important modifications to the methods used to measure site traffic as reported within its Ad Planner offering.

Since many web professionals rely on multiple media planning tools and rely on analytics tools to measure unique visitors, it's easy to see how reporting discrepancies could occur. To minimize the issue, Google's Ad Planner added a new cookie-based metric to help users cross-check and compare metrics. They have also changed the way they present unique visitors to make it clearer that media buyers are reviewing only estimated numbers of real world users.

Ad Planner has also added country demographics for Australia, Brazil, Japan, and Switzerland, bringing the demographics total to ten countries. In select countries Google has also added a new demographics category, Children in Household, which can be used to research sites.

Google Ad Planner Adds Features

Pete Prestipino — Wed, 12 Nov 2008 15:10:00 GMT

Google announced a few improvements to its Ad Planner service to help advertisers define their audience, keywords and geography, manage site results, and improve the analysis of media plans.

New features of the Google Ad Planner service include:

Additional audience definition options: Ad Planner now supports search queries and geo-targeting. Users of the service will be able to find which sites prospective consumers visit based on keywords. Advertisers can also drill-down to specific states, regions and cities in and outside of the U.S.
Options to manage sites results: Advertisers now have the choice of how results are ranked and displayed, choosing between sites most likely to attract a target audience, larger sites (to increase campaign scale), or a balance of the two.
Media plan analysis: A new interactive bubble chart enables advertisers to compare sites in their media plan by demographics, frequency, traffic and unique visitors. By discovering sites which are not aligned with media plan objectives, advertisers can easily refine their targeting.

It's been a few months since Google officially launched Ad Planner and the service is now accessible to anyone with a Google account, so you have no excuse not to try it out. Read Website Magazine's initial review of the Ad Planner service.

Insiders Look At Google AdPlanner

Administrator — Fri, 01 Aug 2008 18:56:00 GMT

Due to some confusion (my own of course) in today's email newsletter, I've posted the feature article online. It's an insiders look at Google AdPlanner and offers several solid insights into how to leverage that free service to identify advertising opportunities.

Read "Inside Look at Google AdPlanner"

Snippet: When Google's free audience measurement service AdPlanner hit the 'Net (in an invite-only beta, of course), it leveled the playing field for online media buyers. So while those that have invested a large portion of their budget in Comscore and Nielsen slap themselves in the head in the ultimate "doh!" moment, let's look inside Google's AdPlanner and discover how any online media buyer can leverage it for the benefit of greater exposure, lower cost and more profitability.

Google Launches Ad Planner, ComScore Shudders

Mike Phillips — Tue, 24 Jun 2008 17:00:00 GMT

Google has officially launched Ad Planner, what promises to be a valuable tool for online marketers and publishers.

Enter demographics and sites associated with your audience and you'll receive a host of statistics and information about other sites that your audience is likely to visit - essentially giving you a window to see where you should be advertising your business and services. Once you identify those sites, you can get even more information and statistics about those sites.

Also with Ad Planner you can export information (media plans) to a .csv file or use DoubleClick's MediaVisor to manage your plans.

"The goal is to help advertisers and agencies understand their audience and give them the right tools to plan effective online campaigns at scale," Google spokesman Brandon McCormick said in an interview with BusinessWeek.

Would you pay higher advertising premiums for more targeted ads? According to a recent SEMPO study, a full 80% of you would.

ComScore can't be too happy. Their stock fell $4.75, or 17.2 percent, to $22.94 following the announcement.

Currently, Ad Planner is available by invitation only.