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BizReport : Search Marketing : June 27, 2011

Google increases AdWords reach with 'interest categories'

After two years in closed beta testing Google has finally rolled out a service that enables advertisers to target consumers in search based on their previous behaviour and search history.

by Helen Leggatt

google adwords logo.gifThe new AdWords service takes into consideration the types of websites each consumer visits, how frequently they visit those sites and the recency of their visits. Google then allocates that consumer a specific category, one of over 1,000, which advertisers can then use for targeting ads.

Consumers do have some control. They can view and make changes to the categories in which they've been lumped.

During the two year closed beta test period some participating advertisers experienced great results. Some reported a 40% brand lift and one even reported a 400% increase in conversions at a lower cost per sale.

"Whether the goal is to generate awareness or drive sales, marketers share a common objective: reach people likely to be interested in their product or service," explains Jon Krafcik, product manager at Google's Display Network, on the Google AdWords blog.

"We hope you'll use these interest categories to enhance your advertiser campaigns. We think you'll find them an effective way to reach more interested users, increase awareness of your products and services and ultimately drive more sales," he added.

However, according to Search Engine Watch's Rob D. Young, the new service isn't for everyone, particularly he says, "Advertisers who are showcasing on the display network at a smaller scale, advertisers who want to pay the absolute minimum for clicks or impressions, and users who want to see a wider variety of ad types".

Tags: ad targeting, AdWords, Google, online advertising, search marketing

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