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March 6, 2010

​New tool for brand advertisers on the Google Content Network

Filed under: Uncategorized — aaacin @ 7:47 am

Two types of advertisers run campaigns across the Google Content Network. The first group, direct response advertisers, measures the success of their campaigns by looking for clicks, traffic to their sites, and sales. In contrast, brand advertisers typically use display ads to raise awareness and purchase consideration for a product or service a person might buy down the road. Other advertisers are looking to achieve a combination of these goals.

On the Google Content Network, we’ve been focused on building new capabilities that make it a great place for brand advertising of all kinds. For example, last year we introduced frequency capping to enable advertisers to manage how often their campaign reaches the right users. We’ve also developed new innovative tools to measure the impact of brand campaigns. Today, in response to feedback from brand advertisers, we’re announcing a new feature that allows these advertisers to reach their advertising goals more easily.

This feature, which filters out “below the fold” inventory, enables brand advertisers to be more selective about where ads appear. The new filter gives you the ability to show ads only in places that appear on the user’s screen when the page loads, without requiring them to scroll down. Learn more in the Help Center.

With a host of different web browsers, monitor sizes, and screen resolutions, it’s hard for advertisers to predict where an ad will land, since the same placement may appear differently on each user’s screen. To simplify the process for you, Google has implemented a statistically driven solution to determine which ads are above and below the fold. The statistically driven model only considers ads “above the fold” if they are completely on-screen when the browser window loads.

Our goal with this release is to give brand advertisers greater control over where their ads appear, and make the Google Content Network an even more powerful, controlled environment for running high performing brand campaigns.

Posted by Dan Friedman, Inside AdWords crew

Thursday, March 04, 2010 at 8:54 AM


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