Google Display Network Gets 3 Big Enhancements

The Google Display Network is getting even better with three new enhancements that will benefit advertisers.

New Audience Insights

This week Google announced that reporting will become more transparent with the addition of a feature called AdWords audience insights. This will give marketers a much better insight into business audiences to examine the effectiveness of campaigns and uncover new opportunities.

When you understand your customers well — like their age, location, and interests — you can make more informed decisions about your marketing programs. AdWords audience insights give advertisers aggregate information about people on your remarketing lists, including demographics, interests, locations, and device usage.¹ Since these reports are available right in AdWords, you can quickly and easily take action on the insights. For example, if most people who converted on your site are jazz enthusiasts, you may wish to add this affinity audience to your campaign. Or, if many of your customers are females between the ages of 25 and 34, you might want to customize your ad creative to appeal to this demographic. Learn more.

AdWords Goes 100% Viewable

Google has announced that AdWords and the Google Display Network will be the first and only platform where you only pay for viewable impressions. Studies show that up to 56% of ad impressions are wasted because they are never viewed on the page due to the user not scrolling down to see the ad impression.

Most display ads — 56% in fact — never had a chance to be viewed because they were below the fold, scrolled out of view, or in a background tab. Soon, we’ll make the GDN one of the only media platforms where advertisers don’t pay for an ad impression unless it was viewable. This means your media dollars will only be spent where they can have impact. In the next few months, all campaigns that buy on a CPM basis will be upgraded to be viewable CPM (vCPM).

That will help marketers and businesses spend advertising budget more efficiently. Who wants to pay for an ad that was never seen?

Dynamic Remarketing Gets Really Responsive

The ability to reach interested consumers just got easier. Dynamic remarketing is a great way of showcasing products/services to consumers who expressed an interest in them. Now reaching them will be a breeze.

People use devices of varying shapes and sizes, engaging with content that can be horizontal, vertical, tapped, swiped or pinched. This means ads must be flexible so they can show across varying placements. Today, we introduced enhancements to dynamic remarketing so ads can be automatically re-shaped and re-sized to fit all device types. Ads are also touched up to look great on any mobile or desktop site, or app. For example, if your logo is predominantly blue and yellow, AdWords may use these colors to shade the border and background of your ad. We’ll even try out varying color combinations and use the ones that drive the best performance. As always, you have control to make changes to these selections based on your personal style and preferences.

Source: Inside AdWords: Enhancing the Google Display Network with new innovations