Google announces new Content Network enhancements
As a pay per click advertising agency we have a dedicated support team at Google who help us with queries and questions in relation to our pay per click accounts. They also help us with ideas on expanding current campaigns and talk to us about new beta's that Google are pushing during different times of the year.
Yesterday Google announced some key enhancements on the Google content network that they hope will offer a better experience for users and better value for advertisers. These changes are the latest result of Google's integration with Double Click:
- Frequency Capping: Enables advertisers to control the number of times a user sees an ad. Users will have a better experience on Google content network sites because they will no longer see the same ad over and over again.
- Frequency Reporting: Provides insight into the number of people who have seen an ad campaign, and how many times, on average, people are seeing these ads.
- Improved Ads Quality: Brings performance improvements within the Google content network.
- View-Through Conversions: Enables advertisers to gain insights on how many users visited their sites after seeing an ad. This helps advertisers determine the best places to advertise so users will see more relevant ads.
The way I look at the content campaign is very much in terms of building a brand online. It is much harder to drill down optimisation on content campaign as opposed to the search network. Data isn't as clear and accurate in relation to a users search and often traffic can come at a greater cost to the advertiser.
It is also important to take into account the user's state of mind when analysing the content data Remember, user's are not looking for your site or advert and are at a much earlier stage of the online process.
