Google announced new tools for advertisers including AdWords Audience Insights, 100% Viewability on the Google Display Network, and enhancements to dynamic remarketing.
The AdWords Audience Insights Reports give advertisers aggregate information about people on their remarketing lists, such as demographics, interests, locations, and device usage. The reports are available in the AdWords interface so action can be taken relatively easily.
Google uses the example that if most people converted on a site are jazz enthusiasts, the advertiser could add that as an affinity audience to the campaign. Another example it uses is targeting the 25 to 34-year-old female demographic if that's what a large percentage of your customers are.
"BASE, a Belgian telecommunications company, used AdWords audience insights and discovered cycling enthusiasts were twice as likely as the average customer to buy a mobile phone subscription," Google says. "Based on this insight, BASE engaged with cycling enthusiasts on the GDN and doubled its conversions. BASE now uses AdWords audience insights to inform its campaigns, online and offline."
Google says 56% of display ads have never had a chance to be view because they were below the fold, scrolled out of view, or in a background tab. To make things better for advertisers, it's not going to charge them for ads that aren't viewable.
"Soon, we’ll make the GDN one of the only media platforms where advertisers don’t pay for an ad impression unless it was viewable. This means your media dollars will only be spent where they can have impact. In the next few months, all campaigns that buy on a CPM basis will be upgraded to be viewable CPM (vCPM)."
More on vCPM vs. CPM bidding here.
Finally, Google announced enhancements to dynamic remarketing that enable ads to be automatically re-shaped and re-sized to fit all devices. Ads will also be "touched up" to look better on whatever device it's being displayed on.
"For example, if your logo is predominantly blue and yellow, AdWords may use these colors to shade the border and background of your ad," the company says. "We’ll even try out varying color combinations and use the ones that drive the best performance. As always, you have control to make changes to these selections based on your personal style and preferences."
You can read more about all of the new offerings as well as an example of how Sony Playstation is using Audience Insights here.
Image via Google