Google extends Ad targeting based on browsing history

28 06 2011

On the Inside AdWords blog, Google Display Network Product Manager Jon Krafcik writes:

We’ve been slowly expanding the availability of this feature, and as of today, interest categories are now available to all AdWords advertisers. It works like this: our system looks at the types of pages a user visits, taking into account how recently and frequently those pages have been visited, and then associates their browser with relevant interest categories. Using these categories, you can show ads to the people most likely to purchase your products or services, and you can reach them across all types of sites in the Google Display Network in addition to contextually relevant sites.

With over 1,000 interest categories from ecotourism to mobile phones, we’re confident you’ll find a category that fits your business. And with over 500 million users interested in these categories who visit the Display Network every day, you’ll be able to reach a huge number of potential customers. You pay only for clicks or impressions at auction prices, as always. Our beta advertisers have used interest categories to successfully meet all kinds of goals, from an advertiser increasing brand lift by 40% to a shoe retailer driving 400% more conversions at a lower advertising cost per sale.

Google claims that the Display Network reaches 70% of unique Internet users around the world. “The Display Network has the advantage of reaching potential customers at different points of the buying cycle,” Google says. “Not every potential customer is focused on conducting a search. Not every visitor is ready to buy at a given moment. The advertiser’s challenge is to capture their attention at the right time. For example, a user might begin a search for digital cameras with just an interest in reading reviews. While reading a review, though, that user might note the ads of online retailers or click on the ads themselves. With search-only advertising, this customer would have been missed.”

The addition of interest-based advertising should theoretically help the advertiser in reaching the customer at the right time.

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Google has Cloud Connect and YouTube has Trueview

23 11 2010
  • According to WebProNewsGoogle announced a new feature of Google Docs today, called Google Cloud Connect for Microsoft Office [which] lets Office users automatically sync and backup their documents with Google Docs, so they’re always accessible on the web and able to be shared with others.” I had heard about this feature before but now I can see that it could have a pretty huge impact on corporate structure, working remotely is already on the rise with all the communications technology available to us. If Google Cloud Connect goes mainstream it could have a real impact on the way we do business.
  • YouTube is going to give their users the ability to skip advertisements. They call it TrueView, and according to AdAge, it’s going to launch very soon. TrueView has a number of options connected with it that change depending on whether you’re watching short-form or longer-form videos on YouTube. At the lowest level, viewers will be allowed to skip an ad. For longer material, YouTube is working with the concept of allowing the viewer to choose all ads up front or scattered throughout the program TV style. There’s also talk of offering the viewer a choice of ads which is something Hulu tried a few years ago. Not surprisingly Phil Farhi, a Google senior product manager told AdAge that the skippable concept was a “tough sell.” “Some advertisers had initial gut reaction of, ‘Wait, you’re gonna let users skip my ad?’.  But the thing that tips them over from that gut reaction is you’re not paying for those skipped ads, and it’s a system that allows you to reach that opted-in engaged audience at scale.”
  • This article from Mumbrella

 

And that’s it for today, very quiet on the digital marketing front.