Today AdSense publishers (or at least some of them) received the following email outlining some recent ‘changes and improvements’ to the Google ad system.
These changes largely revolve around new features that they’ve added to AdWords to let advertisers target websites differently (more control).
One of the big changes is the introduction of ‘Ad Planner’ (currently in an invite only beta test) which allows advertisers to search for sites with certain demographics and interests. Advertisers can now also target sites with a combination of both contextual targeting (having their ads appear on pages with certain keywords) as well as placement targeting (targeting specific sites and ad positions on them).
Really there are no changes in terms of features for us as publishers – but it will be interesting to see how these changes impact the bottom line. It should advantage bloggers targeting specific niches and lucrative demographics (what those demographics are we’re yet to see). It’s also incentive to develop blog posts that target popular keywords to advertisers. It could hurt sites with more mixed topics and demographics.
Here’s the email from AdSense.
As one of our AdSense partners, we’d like to keep you updated on changes and improvements to the Google ads ecosystem. We’re writing to let you know about some recent developments in how advertisers can find and target your sites, which are intended to bring more advertisers to the AdSense content network. We hope that this will result in increased revenue for publishers like you while also benefiting your users with even more relevant ads.
We’ve recently launched Google Ad Planner, a media planning tool which will help give your sites more visibility and exposure. Using Ad Planner, media buyers can search for sites by demographics and interest. This will be useful especially for sites with niche audiences, since it’ll now be easier for advertisers to find sites that attract the types of visitors they’d like to target. As a publisher, you can also use the tool to gain insight into your audience and their preferences. We’re still beta-testing Ad Planner, but you can sign up for an invitation at http://www.google.com/adplanner/.
Also, we’ve recently made a change within AdWords to allow advertisers to target their ads through a combination of contextual targeting and placement targeting. Advertisers can continue to create campaigns targeted to your sites or ad placements, but can now also add keywords to those campaigns so that their ads appear only in the most contextually relevant placements. In addition, advertisers can now adjust bids by individual site in order to spend more of their budgets on specific sites which give them the most high-quality, converting leads. These changes may help improve the relevance of the ads on your sites, and advertisers who become more confident that their ads are reaching the right audience may increase their ad spend on the content network and on your sites.
With these improvements, we’re looking forward to expanding the number of advertisers who use the AdSense content network, helping them find your sites, and increasing the relevance of their ads on your sites. You can find more information about Ad Planner at http://adwords.blogspot.com/2008/06/introducing-google-ad-planner.html and the AdWords changes mentioned above at http://adwords.blogspot.com/2008/07/use-keywords-and-placements-together-on.html . If you have additional concerns, please contact your account manager. We’re working towards strengthening the relationship between our AdWords and AdSense partners, and we’ll be sure to keep you posted on these types of developments in the future.
The Google AdSense Team