Partners Blog
What's new @ Google? Tips and tools for agencies
The Agency Blog 2010 retrospective - what you've been reading
Tuesday, December 21, 2010
Over the past few weeks Google has released data on top
search
and
YouTube video watching
trends, highlighting what issues, entertainers, events and figures most powerfully captured the attention of the Internet population.
We here at the Agency Ad Solutions Blog have also compiled our top stories list of 2010, which show that the topics most relevant to our agency partners are the evolution of ad platforms (such as display and mobile), the need for powerful data and tools to manage accounts at scale, and the desire for resources to navigate the increasingly complex display ecosystem.
Below are the top stories of the year, as reflected in your readership:
New programs for agencies
- We heard from you that you need relevant training at scale, cost-effective AdWords API pricing, and a centralized way to acquire new clients. In late April, we
launched 3 programs
to meet these needs -- a new Google AdWords Certification
program
for those managing AdWords accounts on behalf of advertisers;
Google Partner Search
, an online, searchable directory that helps advertisers identify Certified Partners to help with AdWords account management; and preferred AdWords API pricing, which gives qualified Google AdWords Certified Partners who manage client AdWords accounts free use of the AdWords API based on
managed client spend
.
Display advertising
- While we didn't officially
bring sexy back
to display until September, you all expressed your interest and enthusiasm for display opportunities throughout the year. Hot topics included
remarketing
, the
introduction
of the Google Display Network, and the four-part Google Display Network
series
.
Managing accounts at scale
- As agencies, the core of your business is effectively managing media spend across many clients. With the media landscape becoming increasingly complex with every passing day, it can be a challenge to keep up-to-speed on the latest opportunities, and incorporate them into client strategy. The need for effective account management tools was clear in your preferred blog topics --
broad match modifier
, which balances reach with control; the
updated Keyword Tool
, with increased functionality; the
Ads Multiplier plug-in
for Docs to create templated ads at scale; and
Google Ad Innovations
, a single home for all of the latest and greatest ads launches.
A home for planners
- Different roles within agencies need resources specific to their day-to-day responsibilities. This was none more apparent than for Account and Media Planners, who crave the latest data and insights to develop targeted and innovative strategies. For this role we partnered with our friends in DoubleClick to keep content fresh on Ad Planner, including the
launch
of the Ad Planner 1000 and integration with AdWords, the availability of
Audience Interests
, and a
carry over
from 2009 -- enhancements to Ad Planner and DoubleClick for Advertisers.
The year of mobile
- It has been coming for years, but in 2010 it finally arrived. The year of
mobile
. You voraciously read tips and tactics shared in the 3-part "Going Mobile in 2010" series, as well as took advantage of training opportunities for mobile optimization best practices. With the launch of the
Google Mobile Ads Blog
, we'll have even richer mobile ads content for you in 2011, courtesy of our friends in the Google blog community.
The blog could not succeed without you, our loyal readers -- thank you. We look forward to continuing to bring you the content you need to be successful in 2011.
Posted by Katie Wasilenko, Agency Team
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