Display advertising is an important element in any digital marketing effort, but a complicated one. There are a myriad amount of factors and strategies that are needed to create a successful display advertising campaign. Marketers have long been using Google Adwords to plan, execute, and measure these efforts, using the Ad Planner feature. Now, Google is looking to make the lives of digital advertisers easier – the company launched a new application, the Display Planner, which collates all of Google’s display advertising tools and builds them right into the Adwords system.
The Display Planner is a combination of three separate Adwords tools: The Contextual Targeting Tool, the Placement Tool, and the Ad Planner system. This new system is meant to replicate the same actions that these three older applications perform, but to simply place them in one easy to find place; to help marketers make the transition to the new platform, Google has released a user guide, and this video demonstrating how to operate within the system:
Google giveth, and Google taketh away; with the advent of the Display Planner, Adwords will retire its former display advertising platform, Ad Planner, in early September. The Contextual Planning Tool and the Placement Tool have already been removed from Adwords, as the Digital Planner already performs the same functions as both of these applications.
The Adwords Display Planner is the latest development in Google’s attempts to streamline digital advertising tools; earlier in 2013, they combined the Adwords Keyword Planner and Traffic Estimator into one application, the Adwords Keyword Planner. While frustrating for advertisers to learn and adapt to new systems, this simplification is actually beneficial; it keeps all display advertising tools in one place, and it allows for easier importing and exporting of data within Adwords accounts.
Still need some help adjusting to the Adwords Display Planner? If you want, you can wait until mid-September, you can sign up for a Google webinar. A better solution? Call us! inSegment is Adwords-certified, and our Display Advertising team has extensive experience within the system. Let us take digital advertising – and learning all of the systems needed to manage it – off of your plate!