Budget Pacing Reports Arrive in DoubleClick Search; Research WhitePaper on the Value of Combining Audience with Contextual Targeting

Budget Pacing Reports now available in DoubleClick Search (DS) interface, and will allow you to track performance against a budget in the DS UI. "By visualizing week-over-week, day-over-day, or month-over-month trends, Budget Pacing Reports allow you to quickly identify campaigns that are under-spending or underperforming" posted DS team. These reports save time for agencies that […]

Budget Pacing Reports now available in DoubleClick Search (DS) interface, and will allow you to track performance against a budget in the DS UI.

"By visualizing week-over-week, day-over-day, or month-over-month trends, Budget Pacing Reports allow you to quickly identify campaigns that are under-spending or underperforming" posted DS team.

These reports save time for agencies that need to look at such data on a regular basis and provide:

Budget Pacing Insights now available in DoubleClick Search (DS) interface

  • "A rich language for entering KPI expectations with your budget target. Define your KPI goals, set expectations and constraints, and see if your campaigns are on track to deliver on them. For example: I want CPA of $40.00 and I tolerate +-10% error.
  • Data visualization for quick projections and insights. Given your entered specifications and expectations, easily visualize different date ranges to see trends and projections of intended outcomes to help you make the best decisions.
  • A holistic view across campaigns. See how each campaign is contributing toward budget and KPI," the DS team informed.

Watch the training video below, to learn more about Budget Pacing Reports, or see this Help Center article.

Google also published finding of a study conducted by Forrester Consulting that surveyed 150 interactive marketers to evaluate their perceptions on the effectiveness of combining audience & contextual targeting with respect to display buying.

Key findings from the research include:

  • "50% of respondents use a full range of targeting types including: Remarketing, Demographic, Behavioral and Contextual
  • Contextual and behavioral targeting dominate: Used by the vast majority - 82% in the case of contextual, 71% in the case for behavioral
  • 94% of marketers combine contextual & audience buying for higher performance and greater accuracy
  • Audience targeting has become the norm in display buying: The majority of marketers se bullish on audience targeting, and few see it as overhyped.
  • Most marketers plan on maintaining increasing spend on combined audience & contextual targeting," posted Katie Hamilton, Product Marketing Manager Google Display Network.

You can download the full whitepaper "Display Media Buyers Value Audience in Context" on the Think Insights with Google.

In another blog post, Google explains the ways to use Google products and tools to attract donors.

"AdWords and Google Grants enable you to reach people on Google with relevant ads while they are searching for information." To get your campaigns and ads ready for the giving season, here are three quick changes you can make to your campaigns today:

  • Adding new keywords to search campaigns, can broaden reach on Google. "Create keywords to reach users who are looking to donate to your cause, not just to your organization," explains Katie Kellogg, Google for Nonprofits team.
  • Social Extensions lets you create personal element in a Google campaigns and show how many people +1'd your Google+ Page, website and ads, people who see your search ad can see how many recommendations you have. To create the first extension in a new campaign using the campaign creation page:
    1. Check the box next to Ad extensions > Social.
    2. Enter the URL of your Google+ Page.
    3. Click Save and continue.

    Check out this how to add social extensions to AdWords campaigns here for more information.

  • Adding Sitelinks in your ads to help people more easily find sections of your site that demonstrate how donations are applied. To add sitelinks to AdWords campaigns, follow these instructions.
    1. Sign in to your AdWords account at adwords.google.com
    2. From Campaigns tab, click +New campaign
    3. On the "Select campaign settings" page scroll to the Ad extensions section. Check the box next to "Sitelinks: Extend my ads with links to sections of my site."
    4. Enter link text and destination URLs, deleting "http," in the appropriate boxes. Add up to ten sitelinks per campaign, allowing AdWords to have as many chances to show sitelinks as possible. The order of your sitelinks and how they perform factor into how frequently a sitelink is chosen to show in an ad.
    5. Click Save and continue.