Designed to give advertisers more control and an increased ROI, these enhancements come thanks to Google’s acquisition of DoubleClick.  They’ll have the pleasant side effect of reducing users’ annoyance, and although they’re not all ready right now, the features will be released over the next few months.

 

First should come frequency capping.  On the Official Google Blog, Rajas Moonka describes this as something that will allow "advertisers to control the number of times a user sees an ad."  Tied closely to it is frequency reporting, which "[p]rovides insight into the number of people who have seen an ad campaign, and how many times, on average, people are seeing these ads."

A feature known as view-through conversions will then complete the process by enabling "advertisers to gain insights on how many users visited their sites after seeing an ad."

Google’s pledged to release more information as the (undisclosed) launch dates near.  Based on the promising blurbs delivered so far, advertisers and even some consumers are sure to look forward to that time.

Forget the mundane Q2 earnings at Google. The company opened something new for all of their advertisers across the globe that should make their advertising even more valuable.

Google announced a single online campaign management interface for their content network. The interface combines what had been separate campaign types: keyword-targeted and placement-targeted.

One could match keywords across the network, or aim for discrete vertical audiences with certain site placements. Google did the two-great-tastes that taste-great-together move in putting the two together.

Advertisers get to target a site, and ensure their ads appear on pages where the right keywords exist. The concept smacks of improved relevancy, a simple yet deep concept that propelled Google to billions in market cap, yet one competitors at Yahoo and elsewhere never truly matched in contextual advertising.

Here’s where Google prints more money with the unified campaign on their content network. Advertisers will be able to bid for specific sites available on the network.

Some sites within a given niche will be more popular than others. Competition, particularly among big brand names, drives prices up for the right destination. Google essentially added something here to enable those drives.

Earnings for the next two quarters will bear out Google’s strategy. If it really prompts more merciless bidding for the best properties, we expect Q2′s earnings miss to be quickly forgotten.