Google Ad Planner Review - Conclusion
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On the bright side this service is very fast and has a lot of web sites, with detailed filters.
On the bad side it does a poor job of filtering results and giving targeted websites. There were many sites that should not have been there. Those would have been potential money wasters if I were to launch a branding campaign.
I personally expected more, and after taking Ad Planner for a test run, would not put much trust in its data.
Ad Planner is still in the beta stage. It's very raw, but will improve with time, as all Google products do. Online media planning veterans Neilsen Online and Comscore stand their ground, but as Google gets more influential they might have to face a tough battle against a scary gorilla (or be bought by Google).
Marketers usually shoot in the dark. Though demographics data is useful, it doesn't answer the most important question: "Why?", which is what psychographics addresses. Why does the person do what he or she does?
Media buying tools take us closer to answering that question, but we're still far away from precision marketing.
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