Display Ads Set To Be Supercharged By Audience Insight Reports

Back at SMX in June, Google announced audience insight reports – a new report that will soon be available in the Adwords interface. We think audience insight reports could be quite a significant development in display advertising and really help you supercharge your display advertising.

What Are Audience Insight Reports?

Audience insight reports will provide you with a demographical analysis of your remarketing lists and other audiences being targeted in the display network. This report will effectively tell you which demographics your existing visitors fit into and uncover great opportunities to then target these demographics with display advertising.

The Power Of Market Research

Until recently, PPC advertising has been a relatively direct form of marketing – you bid on a keyword on a placement and you get a sale or a lead. One of the main components of real marketing is research and this is something we’re very pleased to see Google promoting. As an Adwords management agency, we go to great lengths to know and understand our clients’ customers – you can’t write good ad text, good special offers or good calls to action if you don’t really know who your audience is.

Analytics has long provided us with some great insight into how is visiting a site and how they’re interacting, but now we’re going to get a top-level view of our visitors based on their browsing habits outside our websites. As marketers, we’ll know whether our visitors are male or female, what their interests are and what age category they’re in. That allows us to:

a.) Target these demographics with specific messages and hooks

b.) Prioritise ad spend more effectively

Google Is Watching You

Many might say ‘this is all a bit creepy’ as Google is watching you and making assumptions about who you are based on your browsing habits. As marketers, we think it’s great – the data is anonymous and it means the browser will see more relevant ads.

When Will Audience Insight Reports Be Available

Google are hoping to launch it very shortly – hopefully by the end of the year. However, we’re able to have these reports manually generated by our chums at Google on an ad-hoc basis and you should be pushing your agency to do the same.