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Google To Roll Out New Display Advertising Tools

Oct 12, 2010
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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, “typically, 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.”

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.

About Adam Viener

Adam Viener is the Chairman & Founder of imwave, inc, a leading performance search engine marketing agency. Imwave focuses primarily on building and launching effective pay-per-click search engine keyword marketing campaigns for companies paying commissions on sales and leads generated. In both 2009, 2010 & 2011 Imwave was recognized as one of the fastest growing privately held companies by Inc. Magazine. Imwave recently announced they had served over 5 Billion ads for their clients!

Adam, a serial internet entrepreneur, founded one of the first commercial internet service providers (ISPs) in 1993. He has a deep understanding of internet technologies and profitable internet marketing tactics. Adam currently sits on the publisher advisory boards for Commission Junction and the Google Affiliate Network.

Social Media:

Twitter: adamviener
Filed under: Business Tools + Contextual Advertising + Internet Marketing + Internet Strategy + News + Search Engine Marketing
  • Pat Grady

    I've watched people struggle with the (search) conversion optimizer, almost always because they have a poorly structured campaign underneath it. The blurbs from G for it, talk it up for its efficiency. Having played with their keyword tools extensively for many years, and seen the "opportunities" they suggest for new keywords and such, I continue to believe that underneath these new features, the reality is that an experienced, organized mind is the foundational key to PPC success. That said, I'm happy to see these "resource saving" features being rolled out – but I just look at them like any tool… in the right hands, bravo – in the wrong hands, snafu. G's blogged cartoony explanation of them represents the desire to make it seem easy – and like most cartoons, they also made me chuckle… or maybe snicker is a better word.

  • http://www.pchealthadvisor.com Danielle Hudges

    Thanks for sharing this. I think Google is the deciding factor when it comes to Ads that they will display on your site. They can read exactly what is your site all about place ads based on their assessment. They did change the displays of ads primarily to help us out to earn more revenue the very possible way they can.

  • http://en.wikipedia.org/wiki/AdBlade Tommy

    Don’t forget that they will earn more revenue too :)