Inside AdWords - EN

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Reach, Relevance and Trust: The 'Big Three' in Display Advertising Posted: 25 Sep 2013 09:18 AM PDT Google Display Network offers a powerful blend of advanced targeting, innovative formats and best-in-class optimization tools that work across screens to help you reach and engage with your perfect audience. Today we'd like to take a closer look at our our reach and our partner sites that help you scale your message to precisely the right people – wherever they are. According to comScore, 210 million unique visitors see ads served by the Google Display Network each month in the US alone. That's as many viewers as all of the Emmy-nominated dramas put together! It's hard to visualize the full Google Display ecosystem in terms of numbers alone, so we've created an infographic to show some of our great partner sites and the metrics (like the 1 trillion monthly impressions) they generate: Even given those big numbers, though, marketers know that sheer volume isn't where successful ads start. The real magic lies in the connection one ad makes with one consumer at a moment that counts. That's why the place where the brand meets the consumer is so important. When a publisher has a close relationship with users, it's like the ad is being introduced by a trusted friend. Today we'd like you to meet three publishers in the Google Display Network who help make those introductions happen: Men's Health, Apartment Therapy and Serious Eats. Their stories embody what we think is special about GDN: the way it balances those big reach numbers with relevance and trust. Reach "One of the biggest advantages of working with Google is obviously the reach, and most importantly for us, the trusted reach, that Google brings to the table." - Ronan Gardiner Publisher, Men's Health In Men's Health, a story about diet and nutrition might be matched with an ad for a healthy oat cereal or a video of a celebrity chef offering low-cal recipes. That kind of match is made millions of times a month. These days those connections happen more and more on mobile screens. Men's Health now has more than 125,000 subscribers on tablets, enabling them to bring, as Ronan explains, "a totally cross-platform, synergistic opportunity to advertisers to speak to our guys whenever and wherever they're engaging with our content."  But on a personal device like a smartphone, the trusted reach that Ronan Gardiner talks about is all the more important. Relevance "Our audience is 60% women, 40% men, between the ages of 25 and 45. If advertisers know who they want to reach, we're perfect for them." - Maxwell Ryan CEO & Founder, Apartment Therapy Apartment Therapy is "saving the world, one room at a time." Here you might see ads for handcrafted wood furniture matched to a photo essay titled "Organic Modern Dining Rooms." Maxwell Ryan, the founder and CEO of this über-cool home design collective, attributes his site's success to its ability to make an emotional connection with his readers: "We're addressing a very personal space for people in a very focused way."  A personal connection with a very focused group: that's the kind of relevance that marketers really aim for. Trust "Our audience is very passionate about food and they've come to trust us. So advertisers who advertise on SeriousEats develop that same credibility with our audience and their product." - Ed Levine Founder, SeriousEats.com Founder Ed Levine says that "every post is the start of a conversation," and we believe you should be able to say the same for every ad. The Google Display Network portfolio includes 65% of comScore's top 100 sites, so you can feel sure that your brand conversation will be happening on a site that has earned viewers' trust. That's our goal, after all: to make sure that your great ads get matched to the right audience on great sites like these. The Google Display Network makes those introductions, one match at a time, millions of times each day. We'll keep working hard to make sure the GDN continues to grow with full measures of reach, relevance and trust. To become part of the Google Display Network with your site, sign up today! Posted by Brad Bender, Director Product Management

Create beautiful, engaging display ads in seconds with Ready Creatives Posted: 25 Sep 2013 06:03 AM PDT Building on VP of Product Management Neal Mohan's presentation to the Mobile Marketing Association about building cross-screen creative in HTML5, and Product Management Director Brad Bender's keynote speech about advances in creative formats at IAB MIXX yesterday, we're excited to announce the launch of Ready Creatives – our groundbreaking new solution to make display ad creation easier than ever. Ready Creatives consists of two powerful tools: Ready Image Ads and Ready Ad Gallery. Display ads today need to captivate consumers with rich creative and dynamic messaging. But creating an engaging, beautiful ad takes time and effort. High quality ad creation – until now – has been a big challenge, putting it out of reach for small to medium businesses. Ready Creatives puts the power back in your hands – and makes it easier than ever before to create beautiful ads that can be consistently displayed across screens. Instantly build IAB Standard, HTML5 compatible ads with Ready Image Ads With one single click, take advantage of Ready Image Ads flexibility by simply adding your website URL to automatically construct display ads based on images from your website.  You can customize further by adjusting the text, font, color, images, headlines, URL and more – in a way that best tells your story. Our friendly user-interface and streamlined process enables you to build display ads in minutes, automatically creating IAB standard ads in HTML5 formats using your existing elements from your website or your own uploaded images. And these HTML5 ads can be viewed across mobile devices as well as desktops! Provide your website URL and Ready Image Ads automatically builds a variety of beautiful ads for you to use in your campaigns Beautiful ads at your fingertips in Ready Ad Gallery Ready Creatives doesn't just quickly cobble together the elements you want included in your ad – it helps you build campaigns that engage customers with stories they love, remember and share. Our Ready Ad Gallery features pre-built templates you can easily customize based on your campaigns goals. Choose from the following formats and watch your display ad come to life: Dynamic Ads – Dynamic Ads deliver tailored creative across the web that combine the layouts, products, messages and offers that your customers are most likely interested in, based on what they viewed on your website. Engagement Ads – Engagement Ads captivate consumers with rich creative messages. They fit in standard display units, allowing to scale across the web, and then expand to a larger format after an innovative two-second hover delay.  Video Ads – Videos are as effective as TV in building awareness of your business.  Create a quick video ad in seconds that showcases your brand. General Purpose Ads – if you need a simple display ad, browse through our hundreds of template options and customize in our easy-to-use editing tool. Building display ads has never been simpler, and we're making this capability accessible to all advertisers at no additional cost, and as part of the AdWords campaign workflow. No matter what type of ad you choose, you can be sure you will not only have saved time and money but also have created an ad your customers and prospects are sure to love. To get started using Ready Creatives today, log into your Adwords account and click on the Ads tab. For more information, visit www.google.com/think/products/ready-creatives.html. Posted by Ashley Jiang, Product Manager, Google Display Network

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