In-stream online video ads provide an opportunity to be even more efficient and targeted with our client’s marketing budgets. We can even test different creatives and optimize based on viewer clickthrough, video completion rates, and other metrics.
Research sites by ones you know your audience visits, or by defining your audience based on what you know about them, such as geography, demographics, interests, sites they visit or keywords they search. Recently, we released more features to help you research more effectively:Pre-defined audiences. Select from commonly used audiences like Baby Boomers to save time or if you don’t know how to define your audience.With Ad Planner 1000, quickly reference and target the web’s largest sites.Use subdomain and ad placement data for more granular media planning.With Lists, create lists of your favorite sites and placements for future use.Manage your site results by applying a variety of site ranking methods:See sites that are most likely to attract your target audience, see larger, mass-media sites to ensure campaign scale, or, see a balance between the two.Filter to see just sites in the Google Display Network, or all sites that accept advertising.Apply other filters to see sites accepting certain ad formats, sites in specific categories like Video Games or sites with a particular domain suffix like .edu.View robust site details. For each site, you can see detailed information and audience visitation patters. A Site Overview shows general site information like thumbnail and description and site categories. Traffic Statistics and Demographics show unique visitor metrics and demographic information. Online Activity shows what other sites your audience visits or keywords they search. Finally, Ad Specifications show placement type, impressions/day and accepted ad formats and sizes. Most recently, we introduced audience interest information, showing the aggregate interests of a site’s visitors. It complements the demographic data available in Ad Planner, providing a deeper view into a site’s audience.Build, analyze and export your media plan. After researching sites, you can select sites and add them to your media plan. As you do, you’ll see unduplicated unique users, reach, and page view statistics. You can then analyze your media plan by reviewing its aggregate demographic statistics. When you’re ready, you can export sites directly into your AdWords account or into CSV format to import into MediaVisor.
The broad match modifier is a new AdWords targeting feature that lets you create keywords which have greater reach than phrase match and more control than broad match. Adding modified broad match keywords to your campaign can help you get more clicks and conversions at an attractive ROI, especially if you mainly use exact and phrase match keywords today.To implement the modifier, just put a plus symbol (+) directly in front of one or more words** in a broad match keyword. Each word preceded by a + has to appear in your potential customer's search exactly or as a close variant. Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “floor” and “flooring”). Synonyms (like “quick” and “fast”) and related searches (like “flowers” and “tulips”) aren't considered close variants.
"We're always interested in ways to increase our volumes while keeping our CPA down. As a result, we've added broad match modified keywords to several campaigns where previously we only had phrase and exact match keywords. After a few weeks of testing, we're pleased to see these campaigns showed significant increases in conversion and volume, whilst keeping the CPA down. Therefore, we will be looking to scale our use of modified broad match keywords in all our campaigns to take full advantage of these great results."
