Easier planning, better reporting: New tools for display ads

Friday, April 26, 2013 | 6:33 AM

Great ad campaigns have always required two things: knowing your audience, and using that knowledge to reach them in smart ways.

Today we're thrilled to announce new innovations that will help display advertisers with both parts of that equation. They are the Google Display Planner and two new reports: Demographic Performance and Placement Performance.

First, meet the Google Display Planner, a free research and planning tool that delivers targeting ideas and estimates to help you build better display campaigns. Based on data you enter, the tool suggests places to run your ads on the Google Display Network along with key related details: impression and cookie ranges for our inventory, age and gender breakdowns, and historical cost-per-click (CPC) information.  These features can help you: 
  • Find new inventory.  Display Planner finds and suggests thousands of websites, mobile applications and video channels for your ads across the online world. 
  • Generate targeting ideas. Are you trying to reach golfers, or new parents? Just describe their interests, websites you know they visit and products they buy. Display Planner will use that data to suggest good keywords and other targeting ideas.
  • Turn data into insights.  What is the total opportunity for your Google Display Network campaign and what can you expect in return? Display Planner tells you, with estimates and historical data to back it up.
Display Planner
Display Planner is part of AdWords, so with one click you can add your plan directly to your account, or download to share it. Display Planner will be available in the Tools & Analysis menu, and will be rolling out to the US over the course of this week, and globally in the next few weeks.  You can learn more in our Help Center.

Now for the other half of the equation: knowing your audience. Our two new reports will help you understand how your ads perform across different customer segments and websites. 

Demographic Performance Reports show how different demographic segments, gender and age buckets, respond to your messages by showing the impression, click and conversion rates for each group - a marketer's dream!  Armed with these new insights you can quickly tailor your ads to be more relevant for your audience, and modify your targeting and bidding settings for better performing campaigns. 

New Age Reports in Display Network Tab
New Placement Performance Reports combine automatic and managed placements in one report, so you can see quickly how your ads perform on different websites and adjust your targeting and bidding accordingly and with ease. These new reports will be available globally in the next few weeks in the Display Network Tab.   

The beauty of digital is real-time information and real-time action. We hope these new features will give you more insights, better ways to act on them, and an easier and more efficient way for you to buy display ads.

Posted by Christian Oestlien, Director of Product Management, Google Display Network