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Wednesday, March 08, 2006
Was the timing of this move affected by all the noise made by MSN AdCenter at the recent SES Conference? (These chicks would probably say yes.)
A box inside your AdWords account announces: "Want to reach 18-24 year-olds, or women with children? Site tool demographics match your ad with your audience. Available now for campaigns targeting the United States." The documentation further explains that the demographic information for sites is provided by comScore Networks. That likely means very little meaningful data will be available for smaller sites. Smaller sites make up the majority of sites currently being recommended by the site suggestion tool.
Essentially what this means is an improved functionality for the site selection tool, only applicable to content targeting of the "site targeting" variety. It's not a major foray into targeting search ads by demographics, then (yet).
The site selection tool has improved significantly. It now offers three ways of looking for sites to advertise on: by topic, by URL, or by demographics. Lists of sites now look a bit more structured in that they clearly display whether the site accepts image ads or not. I'm sure this will continue to improve.
Site targeting has not performed as well for us as regular content targeting, no doubt in part because of the difficulty of finding appropriate sites in the network. Hopefully Google will continue to improve both the network and the ability of publishers to communicate with advertisers, and vice-versa, so they can transact based on something closer to perfect information.
Posted by
Andrew Goodman
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D'oh!
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