The advertising world has become an increasingly complex one.
And the same thing that has made the world of ecommerce and mobile marketing so exciting, is making it increasingly difficult to get an accurate understanding of how much of the world’s online spending is online.
AdWords and other online tracking tools allow marketers to track an ad’s movement, location and overall size, but those measurements are usually not precise enough to help marketers decide whether an ad is worth paying for.
Now, there’s a new tool that helps marketers understand the size of the ad, and it’s an important one, said AdWords analyst Mark Daley.
“AdWords Analytics is an innovative platform that provides a more precise measure of the number of ads a user is viewing in an ad, the time spent with that ad and the time the ad has spent on that user,” Daley said in an interview.
Adwords Analytics allows marketers to look at a set of ad impressions that advertisers made during the past two weeks and to identify where that ad spent most of its time.
For example, advertisers can look at how many times the ad was clicked, and they can see how long it took for those clicks to complete.
“This data is useful in making decisions about what to spend on the ad,” Daly said.
The data helps advertisers determine whether an advertisement is worth buying, Daley added.
“It provides a much more accurate estimate of what you can expect to spend in an advertising campaign, so you can better plan your campaigns.”
The tool is currently available to marketers through the company’s AdWords Marketplace.
“We want to help advertisers and publishers better understand how they’re using their ad network to target consumers, and how much they’re spending on each campaign,” said David Mihalik, chief marketing officer at AdWords.
“So we’re excited to make AdWords Analyzer a part of AdWords, and we look forward to working with the developers to make it even better.”
In addition to tracking the time with ads, AdWords analysts can also see how the ad compares to other ads on the market.
Advertisers can use this information to target advertisements to specific demographics, such as a demographic targeted by a company.
For instance, if an advertiser sees a demographic of college students and knows that a company is targeting the demographic, the company can target the ads with those students.
For advertisers, this information can help them figure out how they can spend more to reach those groups.
Admittedly, the tool can be a little cumbersome, but that can be because AdWords isn’t yet a fully integrated system that allows marketers the ability to integrate it with their existing website or other ad services.
“While AdWords is a powerful tool, it is still very early in its development,” Dali said.
“As we continue to improve it, we’ll make it a much better product.”
The developers at Adwords will also continue to work on improving AdWordsAnalyzer, Dali added.
Daley hopes that AdWordsanalyzer will eventually be available to all AdWords advertisers, not just the most sophisticated brands.
“Once we get that out, it will be much easier for the average consumer to understand where their money goes,” he said.
AdWordAnalyzer is currently on its way to the AdWords platform, and as a result, the developer community is working to get it out there.
But it won’t be until the Adwords Marketplace is open to all advertisers, and Daley believes it’s not likely to happen anytime soon.
“The AdWords API is not yet in the public eye,” Dale said.
Daly and Miharik said that AdwordsAnalyzer’s development is still being driven by AdWords developer, Mark Sainsbury, who has been working on the tool for the past year.
But Daley thinks that the Advertiser API will be the next major advancement for AdWords that will make it easier for developers to build on top of the tool.
“Mark has been doing an amazing job,” Dales said.
And as the AdTools community continues to work together to develop AdWordsAdAnalyzer , “it will be a great time to see this feature become available for all of Adwords.”