Google launches Campaign Insights
October 20, 2009 |
Google has launched a new tool that promises to help marketers judge how, or even whether, a particular online ad campaign has raised brand awareness or active user interest - an ROI metric that is still surprisingly difficult to capture.
Existing measurement tools typically use clicks and conversions to calculate the incremental lift in both online search activity and website visits from a display ad campaign. Campaign Insights is designed to compare two anonymized and aggregated data sets: a large group of thousands of users who saw a particular ad, with an equivalent, large group that did not see the it.
Google reported that the tool then measures whether there is any significant difference in searches and visits to the advertiser's websites between the two groups, thus capturing the incremental change directly attributable to the display ad campaign.
Campaign Insights leverages data from several sources - the advertiser's own campaign information, ad serving logs and sampled data from Google Toolbar.
Get the full story at MarketingVox
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