Google Ad Planner Review - Ad Planner Step By Step
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To make this review more fun, let's imagine that we're targeting male businessmen, 35 - 64, with household incomes between $50,000 and $149,000.
On the "Research" page we're met with the following options:
The right side pane has web site information which includes:
Site Name and Address
Category - consumer electronics, credit cards, newspapers, business news, software, radio, hotels and more.
Comp index (Composition index) - shows audience concentration relative to a country. This is what Google has to say: "if you've defined your audience as 'males,' a site with a composition index of 212 means that you're approximately twice as likely to find a male user on this site relative to finding males across the Internet within the country you've specified."
Reach - estimated percent of total users within the defined audience you'll reach on that web site.
Unique Visitors - estimated number of defined visitors per month on a selected web site.
Page Views - number of times pages are accessed by a defined audience, in a specified country per month.
Formats - ad formats supported by each website. Formats include text ads, image ads, video ads, content ads and resolution for each ad type.
Impressions Per Day - This is a Google Content network exclusive measurement. It refers to Google Adsense.
As you can see, this is very useful information for business planning purposes. For example, the "category" can help select web sites that resonate with the offer, while "reach" helps identify the number of people you'll be able to target with selected filters.
The left side is where all the fun is. Here we can filter by:
Language
Gender
Age: 0-17, 18-24, 25-34, 35-44, 45-54, 55-64, 65 or more. I personally do not like this breakdown. For example, 0-17 can be separated into at least 2 sections. 0-5 year olds are not likely to be big Internet users so I'd leave them out. Children aged 6 - 13 are interested in different things from youths aged 14 - 19, since those are two distinctly different growth periods. It seems the Google guys just broke it down by decades without too much thought. That's bad for media planning.
Education: less than high school, high school, college, bachelors, graduate.
Household income: $0-$24,000, $25,000 - $49,999, $50,000 - $74,999, $75,000 - $99,999, $100,000 - $149,999, $150,000 or more.
Next: Standard demographic break down >>
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