The key to advertising today is to know your audience. By knowing your audience, you can know what content to push, what is and isn’t working, and even how to grow your audience. Google has released a new tool called AdWords audience insights. Google explained more on their blog.
AdWords audience insights give advertisers aggregate information about people on your remarketing lists, including demographics, interests, locations, and device usage.1 Since these reports are available right in AdWords, you can quickly and easily take action on the insights. For example, if most people who converted on your site are jazz enthusiasts, you may wish to add this affinity audience to your campaign. Or, if many of your customers are females between the ages of 25 and 34, you might want to customize your ad creative to appeal to this demographic.
According to Google, 56% of display ads were never viewed. This was either because they were below the fold, scrolled out of view, or in a background tab. Google wants to fix this. Soon, the GDN will make 100% of ads viewable. This means that if your ad was below the fold or out of view, you won’t pay for it. You will only pay for an ad if it was actually seen. This is huge, and makes for more effective data and budget. Google will be rolling this out over the next few months, with all campaigns buying on a CPM basis being upgraded to viewable.
Today people use all kinds of devices, and this means your ads are seen on all of these devices. To do this effectively, your ads must be adaptable. Google has announced changes to increase ad efficiency across devices.
People use devices of varying shapes and sizes, engaging with content that can be horizontal, vertical, tapped, swiped or pinched. This means ads must be flexible so they can show across varying placements. Today, we introduced enhancements to dynamic remarketing so ads can be automatically re-shaped and re-sized to fit all device types.
These are exciting changes to AdWords and the GDN, which should make for a much better user experience. We’re certainly looking forward to testing them out on our digital ads and seeing the results!