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The purchase of $3.1 billion dollars for DoubleClick is one example of Google’s plans that has been quietly running in the background and now with a new program called Capmaign Insights it is expanding the beta to larger advertisers in the UK and US as it moves toward an eventual launch of the tool for all of its advertisers.
Campaign Insights will help advertisers monitor their PPC campaigns more effectively allowing the advertisers to check their ROI. This is quite an accomplishment as personally when running adwords the only way to monitor your ROI is to use 3rd party applications like SpeedPPC or PPCBully.
I guess this will also give advertisers peace of mind when advertising that they can monitor their ads more closely in particular with less chance of getting fraudulent clicks and in general more bang for their buck.
AdAge explains how it works:
With Campaign Insights, Google takes data from the advertiser’s server logs to determine who was shown an ad and when. Then compares that to web searches and site visits culled from data from the millions of Google toolbars on computer desktops. Those results are compared to a comparable group that didn’t see the ad.
Then Google measures the difference between the number of brand searches and site visits between the two groups. To filter out the impact of other media or influences, such as a TV campaign, Google compares the data to the two groups’ behavior before the campaign began. The incremental difference is attributable to the display-ad campaign.
According to the Inside AdWords blog the tool is great for marketers and online businesses that want to really track and escalate their current performance.
I'm looking forward to Google's new plan. It's really amazing that Google actually does have a huge budget of $3.1 billion dollars, just to purchase a third party company like DoubleClick? They're looking for ways in order for the customers to be satisfied in terms of contextual advertising. Google really rocks the internet world!
Many are eagerly waiting for this new plan of google. I am one among the waiting list and i am sure this is going to work out for sure without any drawbacks.
For sure, this is also exciting for us online marketers!
This is exactly what online marketers are looking forward to. Google is doing everything in it's way to make a huge impact on campaigning with DoubleClick.
Google will be 100% sure to be successful in this insight. Cheers!