Over the past few years, the Display Network part of Google AdWords has seen a range of improvements in targeting and ad formats, to reflect the increasing role of this feature for advertisers to reach potential customers on all devices. Google has recently introduced some additional new features that enhances the functionality of this service.
Firstly, Audience Insights have been added directly in AdWords to help advertisers find out more about their target market and to improve the targeting options by such aspects as age, location, and interests. These insights provide aggregate information about people in your remarketing lists, so that advertisers can quickly and easily take action through improved targeting. For example, if most people who converted on your site are cycling 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.
The second enhancement is that the display ads will now only be charged on a cost per thousand (CPM) basis if the ad is viewable on the screen. Google says that most display ads (around 56%) never had a chance to be viewed because they were ‘below the fold’, or in a background tab, so that although an impression may be generated, the ad wasn’t viewed. Therefore Google is changing their system to only bill advertisers when the ad impression is viewable, so that over the next few months, all campaigns that buy on a CPM basis will be upgraded to be viewable CPM (vCPM).
The third new enhancement affects dynamic remarketing ads, which will now become more flexible and automatically re-shaped and re-sized to fit all device types. These ads are linked to a Merchant Centre feed for ecommerce retailers and the design layouts will also be touched up to look great on any mobile or desktop site, or app.
These are all welcome additions and should help display advertisers see better results from their campaigns – if you’d like to know more, please contact us now.