Google Unifies Its Advertising Platform
Today, Google brought smiles on several online advertisers’ face by introducing a latest feature that will assist them in their marketing campaign. So far, their campaigns were either keyword-targeted or placement based, but now the two possibilities can be combined into a single unitary proceeding.
By inserting keywords to a placement based campaign, more number of websites from a particular area will display the advertorial content, and not only the ones that were defined before. As far as marketers are concerned, the same thing goes for them other way around as those who target users from a specified region will connect with even more targeted audience by introducing keywords to their ads.
Regarding the benefits of this cross-campaign, Online Search Marketing Manager for PC World, Chris Ailey said that the integration of keywords and placements has assisted the company to identify the right formula to build their campaigns more effective as well as profitable for the content network.
Ailey added further that the feature enables them to target specific and relevant ad copy to an individual website’s user base and target market, along with providing the company the ability to target specific products and product areas in a better manner on a relevant website’s content. Further talking from the perspective of any of Google’s customers, he stated that reporting has improved vastly, thereby providing the company with quick and clear reports on exactly which websites are driving clicks and impressions.
The latest feature could prove advantageous primarily to the content network campaigns. In case an advertiser does not wish to reach for a global audience in a particular region and hence chooses for an ongoing optimization of the campaign, the search giant’s solution could greatly save both time as well as resources. Moreover, even if Google has chosen to launch the two-in-one opportunity of personalizing the campaigns, this does not indicate that it is mandatory for all marketers. Though advertisers can opt for it, they can also decide to stick to the kind of proceeding they were utilizing earlier. What this means is that each of the Google’s clients would have the possibility to adapt to each market’s requirements and purchasing ability.
