Google has released a new campaign measurement tool for advertisers placing display ads on the Google Content Network. According to a post in Google’s Inside AdWords blog, Campaign Insights allows display advertisers to calculate the lift in both online search activity and web site visits resulting from a display ad campaign.
This goes beyond traditional display ad campaign metrics of clicks and conversions, the blog post notes, to gauge how a display ad campaign has raised brand awareness as well as active user interest. To determine that, the tool compares data from a group of thousands of consumers who saw a particular display ad with an equivalent group that did not see the ad, then measures the difference between the two groups in search activity on and traffic to the advertiser’s web site.
The tool is so far available for use with larger display ad campaigns across the Google Content Network in the U.S. and the U.K. According to Google, Campaign Insights has the statistical rigor of the analysis Google uses to improve its own services, and is based on a large volume of data from different sources including the advertiser’s own campaign information, ad-serving logs and sampled data from Google Toolbar users who have opted into advanced features.
In an earlier post on the same blog, Google outlined its three-pronged approach to building up display advertising on the Content Network. That is, to simplify the system for buying and selling ads, drive better campaign performance that’s measurable and open up display advertising to more advertisers, with features such as its recently launched Display Ad Builder tool that helps businesses create and run display ad campaigns.
The Google Network consists of thousands of web sites and other products, such as e-mail programs and blogs, that display Google AdWords ads.
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