Categorized | web marketing

Google shows us how it’s done . . . again . . . with Campaign Insights

Our book, Campaign Insights, which provides data not just on click-throughs, but user behaviors related to ad impressions — and compares them to user behaviors of those not exposed to the ad.

In most analytics packages, the key metric is click-throughs, but without click-through rates hovering between 0.1 and 0.5%, that means a whole lot of users (over 90%) who are exposed to your ad are never measured . . . because they don’t click the ad. But there may be valuable information there. For instance, they may see the ad five times and then click the ad (which low-level analytics packages will never tell you). They may later search for your brand name on a search engine and go to your site that way.

That’s the valuable data that you’re missing from most analytics packages and that Campaign Insights wants to provide.

Money quote:

Campaign Insights is a unique measurement tool that can give reliable data about how a campaign has raised brand awareness, or active user interest, in a particular product or service. It looks beyond the traditional measures of clicks and conversions to calculate the incremental lift in both online search activity and website visits that result from a display ad campaign.

In addition, Campaign Insights compares the behaviors of users exposed to your banner ads with the behaviors of a users not exposed to your ad. The difference between the two is the incremental lift in site visits due to your banner ad campaign. Remember: Campaign Insights does not just measure click-throughs and conversions, it measures all the behaviors of users, including visits to your site not attributable to click-throughs, like clicking-through a search result, clicking another link to your site, or deliberately typing in your URL.

As of today, Campaign Insights is being rolled out among top advertisers with mega-million online ad campaign budgets. Google is marketing the product as a heavy-advertising tool, but you can count on seeing downmarket versions suitable for small businesses and startups with miniscule online ad budgets in just a few months (by next summer, I predict).

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