Archive for ‘Content Network’

Google Allows Users to Mute Display Ads

By June 29th, 2012

This morning, Google announced a new feature that will be rolling out across display ads over the next few weeks. In the upper right corner of select ads, a small [X] will now appear allowing users to click and “mute” ads from that campaign from being shown to them again. Google believes that this will be a win-win-win within the display ecosystem: users control their ad experience, advertisers don’t pay to show irrelevant ads and publishers display better performing ads.

Google Display Ad Mute Feature

 

 

 

 

 

 

 

Based on what Google is telling us, one irrelevant ad could cost online marketers from showing ads in an entire campaign ever again to that particular user. It seems extreme to prevent all ads within the campaign from showing again, rather than just the group containing the muted ad. However, the same ad could be shown again by a different ad company, or the marketer could run a separate campaign targeting specific content. Though muting isn’t a 100% guarantee that users won’t see that ad again, one thing is for certain, online marketers will need to ensure, now more than ever, that their display campaigns are focused and highly relevant. Hopefully, user engagement with this new feature and changes in ad performance will dictate future updates, if any.

For best practices on managing and optimizing contextually keyword targeted display campaigns, read part 1 and part 2 of our You, Google and the Display Network series.

You, Google and the Display Network – Making the Most of Contextual Keyword Targeting

By April 21st, 2011

Reaching over 640 million internet users per month through Google’s Display Network, formally known as Google’s Content Network, is easy.  Reaching those internet users that are relevant is hard, and often a seemingly daunting task.  Understanding how Google manages and operates their Display Network is critical in ensuring healthy and optimized content campaigns.  Google allows advertisers to target audiences through keywords, placements, categories, remarketing and topics.  Our discussion today focuses on keyword targeting.

For direct response and branding content campaigns, effective campaign build-out and execution of best practices can mean the difference between millions of wasted impressions and thousands of qualified clicks.

When constructing or expanding Google content campaigns, keep these thoughts in mind:

  1. Nature of the Beast
  2. Drawing Up a Game Plan
  3. Execution is Key
  4. The Network Never Sleeps

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