Google has launched a new tool in the US and the UK to measure the impact of display ad campaigns across the Google Content Network. It’s called Campaign Insights.
Google says the tool can give reliable data about how a campaign has raised brand awareness or active user interest, in a particular product or service. It calculates the incremental lift in both online search activity and website visits resulting from a display ad campaign.
“Campaign Insights compares two data sets: a large group of users (many thousands, minimum) who saw a particular ad, with an equivalent, large group that did not see the ad,” explains Austin Rachlin of Google’s Inside AdWords crew. “It then measures whether there is any significant difference in searches and visits to your website between the two groups. Doing this, Campaign Insights can determine the incremental change that is directly attributable to the display ad campaign. With this insight, you can establish how well your display ad campaign is working beyond just clicks.”
“Campaign Insights provides highly reliable results to marketers because of the statistical methodology our computer algorithms use to combine and analyze large volumes of data from several sources — the advertiser’s own campaign information, ad serving logs, and sampled data from Google Toolbar users who have opted in to enhanced features,” continues Rachlin. “All of the results reported to advertisers are anonymized and aggregated over thousands of users.”
Right now Google is telling advertisers who want to try out Campaign Insights to check with their Google representatives.
