Google Joins the Contextual and Optimization Fun

Written on
Oct 13, 2010 
Gavin Dunaway  |

google_recruiting_small.jpgADOTAS – You know, Google is really getting this display advertising thing down. It’s kinda new to the whole display game, but it’s learning fast — Big G just introduced campaign optimization and contextual targeting. Makes me want to pat Google on its big head, maybe give it a treat.

The Display Campaign Optimizer calculates and makes the most appropriate buys across the Google Display Network given an advertiser’s target CPA, creative and budget. It then automatically adjusts the campaign as performance data rolls in.

With the new Contextual Targeting Tool, advertisers concoct themed keyword lists used to target display ads across the network. Anybody in the contextual targeting realm will tell you that such work ain’t easy, so it will be interesting to see how Google, keyword-master extraordinaire, stacks up.

Neither of these tools is anything new — plenty of ad networks and tech companies offer optimization and contextual targeting — but they are new to Google, which often proclaims its desire to rule the display space. AdWords just unveiled demographic targeting across the Display Network.

At the same time, though, some of these “new” features seem so ordinary that it’s hard not to reply, “Really? You just introduced that?” How do you think the king of search advertising is doing with its foray into display?

Gavin Dunaway is Editor, U.S. at AdMonsters, a leading trade publication, event producer and service provider for the online advertising industry. Previously, he had been Senior Editor of Adotas, where he arrived after years of ping-ponging around various industry publications. This Washington, D.C. native and George Mason University graduate also enjoys playing electric guitar so loud that the walls shake.

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