Google Enhances Reporting Metrics for AdWords for Video
The heart of any good online advertising is a solid understanding of the target market. It can be difficult early on to identify the target market and tailor future campaigns toward this group, but with the right tools it is becomes easier to identify who is interested in your site and who isn’t. Google is helping webmaster by enhancing the reporting metrics offered through its AdWords for video system.
What is AdWords?
AdWords is the flagship marketing and revenue source for Google. Webmasters can use Google’s AdWords service to gain advertising exposure for their website, services, and/or products. Google then places ads for relevant content within a site based upon the audience visiting the site or related products and services.
The service works on a pay-per-click basis and provides site owners with a revenue stream based upon the exposure of their site. Webmasters get the help of Google in enhancing the exposure of their site, while Google gets added revenue from advertisers whose ads appear on those sites. AdWords for video is the same concept applied to multimedia content that appears in ad banners.
Three New Enhancements for AdWords
Google is now offering three enhancements to the AdWords for video system to help users better understand the reach and effectiveness of marketing and advertising campaigns. The overall goal of the enhancements is to assist users with goal-oriented campaigns and offer a cleaner, easier-to-view set of statistics.
Reach and Frequency
Measuring the effectiveness of advertising and marketing based solely upon clicks and site visits is nice, but it is not very helpful in understanding who is doing the clicking and why. In response, Google now offers a better reach and frequency metrics tool for users.
The reach and frequency metrics will tell users how many unique viewers have seen their advertisements and how often they are viewing them. This allows users to compare their online media campaigns against other mediums such as television. This feature also makes it easier to understand the level of frequency with which those ads are viewed. Are they being seen infrequently, often enough, or too much for the viewers? The reach and frequency tool allows users to break down that metric.
New Column Sets
Rather than bombarding users with loads of statistical information about clicks, visits, and other data, Google is now offering new column sets to help users view their information in a more goal-oriented fashion. The following are some of the improvements offered by the new column sets:
- Views: Users can now see if viewers are watching more than just one video ad. This metric tracks follow-on views and views from unique viewers.
- Audience Development: New metrics allow users to understand what aspects of their video brought people in and whether or not they were interested enough to view other content.
- Brand Awareness: Users can better understand how broad the attention was for their video and track metrics such as average view frequency and average impression frequency.
- Traffic: Lastly, viewers can see how their videos prompted action from viewers by tracking metrics such as website traffic and conversion rates.
The last enhancement Google added to AdWords for video was a graphic visualization feature. This new feature allows users to track a variety of metrics such as views, costs, view rates, conversions, and impressions on an easy to understand map. Users can pull up a map of any region to determine where in a given region the majority of their traffic is coming from.
This allows users to better understand the demographics and regional factors that bring in viewers. The end goal for Google is to provide users with not just a better experience, but to also provide them with easy tools for comparing campaigns and gaining actionable information from the metrics.
AdWords users will find the new enhancements ready to go in their account already. In order to view the new metrics, users need only go to their Columns tab and select Column Customization. The enhancements to AdWords are the latest move from Google after Google Analytics underwent a redesign last month. Both moves reflect an ongoing emphasis on reporting systems that are more dynamic and flexible enough to adjust to changing functions.
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