To continue helping our publishers, today Google’re excited to be rolling out a completely new AdSense interface to all of our AdSense publishers, globally, in more than 30 languages and in each of the 200+ countries where AdSense is available. The AdSense interface is how publishers set up, manage, optimize and see reports on the ads on their sites.
With this new interface, AdSense is even easier to use, and we’re also providing publishers with all the tools they need to manage and increase their advertising revenue. We used lots of direct feedback from our publishers to make this overhaul. If you’re an online publisher, it helps you in three main ways:
More insights. We’ve built in simple, graphical reporting and more options for you to easily slice and dice your data, so you can see at a glance what ads are working and which are not, and adjust your strategies accordingly.
More control. We’ve made our ad controls richer and simpler to use, so you can better control which ads and advertisers you want to appear on your sites.
More efficiency. It’s now much easier to quickly see earnings and payment information, to run reports, to find relevant features and help, and to make account changes. Our engineers have spent countless hours making sure that the interface is stable and blazing fast. We’ve also spent many hours in our usability labs with publishers, focused on making the interface easy to learn and use for all types of publishers.
Since we started trialling this new interface, many of our early testers have commented on the power of the reporting tools. They’ve been able to quickly analyze data and identify new trends that help them maximize their online ad revenues through AdSense.
The new interface is just the latest milestone in our efforts to help you make more money from all your online content. We look forward to hearing from as many publishers as possible, to learn what you like about this interface and where we can continue to improve.
Today, Director of Product Management, Ari Paparo, looks at how better data will help marketers plan and measure their display campaigns in the future – Ed.
Basketball teams in the 1980s looked at fairly simple statistics — points, rebounds, assists and shooting percentages — to measure team and player performance. However, in recent years, there’s been a data renaissance — a recognition of the need to develop more insightful measures, and a resurgence in appreciation for the value of data in sports. Now, professional basketball teams measure all sorts of on-court happenings, as well as more ethereal things like team chemistry and player psychology. As advertisers and agencies try to plan and measure their display ad campaigns, they’re much like basketball teams stuck in the 80’s. Today, planning display advertising campaigns is largely based on relationships and habits, and often-primitive measures of website traffic. If asked to quantify the impact of their display ad campaigns, many advertisers could show you the number of clicks on their ads, and then shrug.
The Internet has long held out the promise of being a truly accountable, measurable medium for marketers. In search advertising, a decade of investment in analytics and measurement tools has helped to realize that promise. But the same tools for display advertising have lagged.
In the previous post in this series, Neal Mohan wrote about the creative possibilities that new display advertising technology is enabling. But how do marketers work out where to buy these ads, and quantify their impact? Let’s look at what’s becoming possible as we start to use newer technologies, improved statistical models and aggregated data to improve the planning and measurement of display advertising. Imagine an ad agency tasked with planning and measuring a campaign for a new male cologne (specially endorsed by a famous DJ). The ideal target audience is males aged 18-35 who are interested in dance music, well-groomed and who think they’re hip.
Today, it’s possible (using tools like DoubleClick Ad Planner) to find popular U.S. sites that are read by males aged 18-35 who are interested in dance music or who have previously visited the DJ’s website. Of course, there’s no way to tell which sites’ readers are well-groomed or if they’re hip, but media planners can add in terms like “clubs,” “nightlife”, “sample sale” and “fashion” into Ad Planner’s search term correlator to find sites whose users are more likely to search for those terms, as measured across large quantities of data.
Looking forward, what if the agency could seamlessly click a checkbox to pull in site performance data from that same client’s last ad campaign? The planner could rank the sites in the media plan that produced the best results for the last campaign. And what if the agency could click another checkbox to select recommended high-performing sites in the Google Content Network that offer above the fold placements and that fall within the client’s budget and targeting criteria, then buy them with a click of the button in AdWords?
Just as we’re working to make planning more precise, we’re also focused on evolving display measurement tools. For a long time, display advertisers have used fairly simple measures like clicks, impressions or conversions. These are great metrics for some types of marketing campaigns. But not for all. Not every ad campaign is looking to deliver an immediate sale. Lots of advertising — like the cologne campaign — is designed to influence opinions, spread buzz or build brand associations. For these campaigns, measuring clicks is like trying to judge an entire movie after watching just five minutes.
We’re developing new measurement products designed to gauge the impact of ads on brand awareness or on user interest in the product being advertised. Let’s go back to our cologne example. Today, using our new tool called Campaign Insights, the agency can reliably measure the “brand lift” directly attributable to the display campaign. This measurement tool looks at two large groups of users — one that has seen the ad, and one that hasn’t. It then compares the volume of searches and website visits to measure how awareness of the brand has improved as a result of the display ad campaign.
Think about what other measurement tools may become possible. What if the agency could use an even larger real-time focus group like, say, the entire Internet? It could include social features in the ad, and then, by parsing public reactions — tweets, blogposts, status updates, YouTube comments and more — measure, in real time, how the Internet is responding to the cologne and the ad. This could give them an immediate, quantifiable view into the reactions and views of its potential consumers, and measure the viral effect of the ad over time. And what if the agency could precisely measure the impact of the campaign — not just on increased web traffic, searches or online comment — but (using geographical signals) on the actual purchases of their cologne in local stores? Imagine the possibilities — display ad campaigns could even communicate with the advertiser’s supply chain or inventory system.
These innovations in planning and measurement are all exciting, but what’s most revolutionary is what will happen when they’re combined. In the future, campaign measurement will take place in near real-time, creating an almost immediate feedback loop. Currently, the process is very linear — marketers plan their campaign, then buy ad space, then run their campaign, then measure the results, often with weeks in between. Soon, measurement will become truly dynamic and will feed into the planning process itself. Agencies and advertisers will be able to test multiple creatives and media plans, and immediately tweak them to deliver the best-performing ads and reach the optimal sites and audiences as measurement data starts to come in.
We’re on the cusp of a data renaissance in display ad planning and measurement. It promises to vastly improve online advertising for marketers, while resulting in ads that people find more relevant and effective. And by attracting new advertisers with more valuable ads, it will help online publishers earn more money from their online content.
We think that’s definitely something worth shooting for.
It’s been two years since we completed our acquisition of DoubleClick, a leading provider of display advertising technology. This is the first in a series of posts over the next few weeks about our vision for online display advertising in the years ahead. Today, Susan Wojcicki previews the series and looks back at how we’ve brought Google and DoubleClick technologies together over the past two years. -ed.
The first online display advertisement — a simple, clickable image — appeared online over 16 years ago. Fast forward to 2010. You’re likely to see display ads — image, text, video and rich-media formats — on most of the websites that you visit. These ads are crucial to the Internet. They provide information about thousands of products, services and businesses. They help to fund the web content and services that we all use. And they enable large and small advertisers to reach new customers, increase sales and grow their businesses.
I’ve watched display advertising evolve from a series of simple, static images, to the incredible creative units that we see today. The best display ads today are often like mini-websites with complex animations, stunning graphics or videos, interactive and social elements. As technology enables better ways of matching ads, they’re becoming more relevant to the audience that views them and the website that hosts them. In addition, they’re bought and sold across the web more seamlessly than ever before.
Our belief in the potential of display advertising has spurred our investments in this area. We started investing seriously nearly six years ago, by offering display ad formats on our AdSense partner sites in the Google Content Network (which now comprises over a million online publishers). About three years ago, we acquired YouTube and began to offer various display advertising options.
And two years ago, we acquired DoubleClick, a leading provider of display advertising technology. Since then, we’ve been busy integrating the DoubleClick and Google technologies, and unveiling new features to improve display advertising for users, advertisers and online publishers alike. I thought this was a good opportunity to look back on what we’ve done over the past two years by bringing Google and DoubleClick together.
Helping our advertisers get better results
By combining Google and DoubleClick technologies, we’ve made significant enhancements to advertising on the Google Content Network. For example, we’ve offered support for third party vendors, enabled ads to be frequency capped so that users don’t see the same ad over and over, introduced view-through conversion reporting and opened a beta of interest-based advertising. Through these enhancements, we believe we can deliver more relevant, measurable ads that create more value for everyone — users get more useful ads, and these ads generate better results for advertisers and higher returns for publishers.
We’re also working to provide an integrated solution that enables advertisers and agencies to plan, buy, create, serve and measure display ads across the web, in a single interface. For the longest time, getting a display ad campaign up and running has been inefficient and cumbersome. We’ve made significant upgrades to DoubleClick’s ad serving technology, DoubleClick for Advertisers, adding new measurement and planning technologies, including Ad Planner and Google Analytics. These improvements streamline advertisers’ and agencies’ online advertising campaigns.
New ways of buying display ads: the Ad Exchange
In September 2009, we launched the new DoubleClick Ad Exchange. The Ad Exchange is a real-time marketplace that helps large online publishers, ad networks and agency networks buy and sell display advertising space. The new Ad Exchange is a major step towards creating a more open display advertising ecosystem for everyone. The technologies in the new Ad Exchange — principally “real-time bidding” and “dynamic allocation” — are already delivering great results for participants. AdWords advertisers can run ads on sites in the Ad Exchange, using their existing AdWords interface. This gives AdWords advertisers more high quality sites to run display ads on. Similarly, our AdSense publishers are benefiting from more high-quality display advertisers coming through the Ad Exchange.
Maximizing revenue for online publishers
A few weeks ago, we launched the upgraded DoubleClick for Publishers, to help publishers get the most value out of their online content and improve the process of selecting the ads to appear on their websites. In making this upgrade, we’ve been focused on combining the best of Google’s technology and infrastructure with the best of DoubleClick’s ad serving expertise to help generate more advertising revenue for major online publishers. For these publishers, managing, delivering and measuring the performance of ads on their websites can be a hugely complicated process that can have a significant impact on how much money they make from their online content. Ad serving is the core technology that underpins this process.
Unleashing creativity in advertising
There’s no shortage of creative marketers with brilliant ideas to engage and reach consumers — from remarkable rollerblading baby videos, to customizable ads featuring interactive Twitter feeds. We launched DoubleClick Studio, a rich media tool that makes it easier for agencies and advertisers to design interactive rich media ads. We’ve also continued to invest in DoubleClick Rich Media, which enables complex and creative ads to be easily trafficked and served. Ads created with these DoubleClick products are engaging users every day, and frequently appear on the homepage of YouTube, on sites in the Google Content Network and all across the web. To further help marketers run engaging ads across the web, we recently acquired a company called Teracent that developed technology that can tailor literally thousands of creative elements of a display ad, in real-time.
To date, we’ve put hundreds of thousands of engineering hours into building our display solutions and have partnered closely with advertisers, agencies and online publishers to help them get the best results; and to help users see more engaging and relevant ads. We’ve also developed controls like the Ads Preferences Manager and a specially-engineered opt-out plugin, so that users have transparency, choice and control over the ads they see.
However, our work in recent years is really only the beginning of what’s possible in this area. Across the board, we’re building and seeing vast improvements in display advertising technology. These technology improvements will make it far easier to buy ads across the web at scale, create engaging ad formats, measure the impact of ad campaigns in innovative and insightful ways, deliver relevant ads to precisely the right audiences in real-time and maximize the value of publishers’ online content. With these advances, we think that display advertising, as a category, can grow dramatically.
Over the next few weeks, we’re looking forward to exploring these themes on this blog, and explaining some of the ways that new technologies are helping to move display advertising forward for everyone.
Posted by Susan Wojcicki, Vice President of Product Management
So you wish to monetize your website by publishing Google Adsense so that you can earn for every click. The first step in the process is getting your website approved to run these ads. Google will only allow quality site with quality content into its Adsense program.
If you have a website that has good regular updated content, lots of pages and good traffic then you probably won’t have any problems getting approved. If your site is new and you have a few pages of content and not may visitors then I would suggest not trying to get a site like this approved for the program. That does not mean that Adsense isn’t for you – you can still get approved.
There are two, quick, no hassle ways to get approved for the Google Adsense program. None of them require having your own website so you actually don’t need your own website to get paid from Adsense.
The first way is to get yourself a free blog from blogger.com Google owns Blogger and it has a built in approval system for adsense. This means that anyone who has a blog on blogger.com, who wished to participate in the Google Adsense program is going to get approved. The first thing you need to do after you set up your account is to make a couple of posts. It is best to keep these posts within the same subject. Create good quality content that people will want to read.
When you have finished setting up your blog, you can then go into your user control panel and apply for the adsense program. This is a simple step and once you follow all the instructions, you will be approved in a matter of minutes.
Another way to get approved for Google Adsense is to set up an account with hubpages.com This is a revenue sharing site that allows you to earn adsense income from the ads that are showing on your pages. Once you’ve created a page or hub on hubpages.com you can then go into your affiliate settings and apply for adsense. Since Hubpages is applying for you, you will not have any problems getting approved and you will be earning money from adsense in no time.
After you get approved, you can then use your adsense id anywhere you choose, even on your own website without having to get it approved individually. Just make sure you keep withing the terms and conditions of Google Adsense. You won’t want to get your Google Adsense account banned after you so easily got it, right?