New Tool for Brand Advertisers on the Google Content Network

Over the past year, we've focused on building new solutions on the Google Content Network for campaigns focused on branding. Last year we introduced frequency capping to help you manage how often your Content Network campaigns reach the right people. We then launched an “above the fold” filter to allow you to show ads only in places that appear on potential customers’ screens when the page loads. We also developed innovative tools to measure the impact of brand campaigns.

Today, in response to feedback from many of you who run branding campaigns, we're announcing a new filter that allows you to show your ads only on AdSense sites among the 1000 largest on the web as defined by DoubleClick Ad Planner. This new feature will ensure that your ads reach a large number of users, but only on well-known sites best suited for branding goals.

To activiate the new filter, select ‘non Ad Planner 1000’ within the ‘category filters’ section of your AdWords account. Keep in mind that not all sites in the Ad Planner 1000 are in the Google Content Network and that your ads will only show on those sites that are.

It's important to note that the Ad Planner 1000 does not take performance statistics into account, and that by enabling this filter, you may be excluding many sites that are relevant to your advertised products. Additionally, with this or any of our other brand filters enabled, your campaign will run on fewer sites, so you may need to raise your bids if you’d like to maintain your impression levels. We recommend experimenting to determine which feature or combination of features best meets your goals.

We hope this new feature gives you greater control and assurance over where your ads appear and makes the Google Content Network an even more powerful environment for effective branding campaigns.


Posted by Sean Harvey, Product Manager