Partners Blog
What's new @ Google? Tips and tools for agencies
A new year, a new traffic model for Ad Planner
Thursday, January 29, 2009
If you are looking for more site information to help plan your display advertising campaigns and understand audiences on the web,
Google Ad Planner
can help. Our goal is to provide you with the most accurate site information for better planning and decision-making, and we're excited to kick off the new year with an improved traffic estimation model as well as several other features.
The new traffic estimation model should help reduce some of the confusion that often surrounds tracking the number of unique visitors to your site. When creating campaigns, many advertisers use media planning tools, including Ad Planner, to look at unique visitors based on estimates of real world users. However, publishers typically rely on web server logs or web analytics tools, such as
Google Analytics
, to measure unique visitors based on cookie counts. Discrepancies arise when these two types of unique visitors are compared. You can learn more about this topic by reading the
IAB guidelines
on Audience Measurement.
To address the various ways of measuring site traffic, we:
Added
Unique Visitors (cookies)
, a new cookie-based metric, to help you cross-check and compare metrics, similar to Google Analytics unique visitor metrics.
Changed
Unique Visitors
to
Unique Visitors (users)
so it's clearer that you're reviewing estimated numbers of real world users.
Placed the
Unique Visitors (cookies)
and
Unique Visitors (users)
metrics on a site's
profile page
so you'll have a more comprehensive view of how a specific site can support your media planning. Learn how to
make the most of these two metrics
.
In addition, our new model improves our traffic estimates. You'll notice our page view estimates are now more accurate and consistent with web server measurements.
(Click image for a full-size version)
We've also added country demographics for Australia, Brazil, Japan, and Switzerland, which brings our demographics total to ten countries, with more coming in the future. In select countries we've also added a new demographics category, Children in Household, which can be used to
research sites
.
You've told us that defining an audience to fit your intended customers can be difficult. In response, we've created Pre-defined Audiences that represent commonly used audiences. Now you can
experiment with different criteria
without having to choose them manually.
This release represents only a fraction of what we're planning for 2009. Stay tuned for more Google Ad Planner announcements soon.
[Note: this post has been reprinted from the Inside AdWords blog]
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