Google To Roll Out New Display Advertising Tools
Google’s Display Advertising Network, formally called the Google Content Network, allows advertisers to target ads across Google’s large base of websites, whose owners have decided to run Google’s AdSense banners and text ads in order to earn money for their sites. Google AdSense is an easy to install java script code that enables Google to target both contextually or behaviorally relevant ads to your site.
According to a recent MediaPost article, Google is ready to release some new tools to help advertisers build and maintain display ads:
The Display Campaign Optimizer is a tool is a placement and bid automation tool that will allow advertisers to target specific CPA targets. Google will then manage placement and bids across the network to try to meet those target goals. This tool will require the placement of Google’s conversion codes on your sales pages, which may make the tool unavailable for most performance based marketers who may not be able to convince their partners to place their conversion codes on the sites.
Brad Bender, product management director for the Google Display Network, told MediaPost that, â€œtypically, the campaign is in a learning mode during the first week. The CPA could vary during that week. Once the system has enough data to shift the targeting and bidding, we start to see the CPA move.â€
The Contextual Targeting Tool promises to help advertisers more quickly build out the keyword targeting lists and campaigns for their contextually targeted display advertising efforts. Advertisers will be able to type in a product name and allow the tool to generate hundreds of keyword lists. This tool will roll out in phases and become available to advertisers in the coming months.
Google’s goal in all this is to make display advertising more effective and grow the entire display pie for their advertisers and publishers.
As a performance marketer, earning commissions on sales and leads generated, display advertising has typically not been as cost effective as pay-per-click search marketing due to the lack of targeting and low conversion rates. It has only worked for a handful of partners. As more and more targeting tools become available that allow advertisers to reach consumers closer to the time of purchase, performance display advertising may become more of an option for a larger set of our partners.