About - Web Spand

Over the past two years, we launched two new pay-per-click management tools for advertisers to reach on the Google Display Network, the most likely to be receptive to hearing their messages:

affinity hearings and hearings on market. For example, if you plan to market a new car in 2015, you can touch the car enthusiasts through affinity hearings and find people who are actively looking to buy a car through the hearings on the market.

Presentation customized affinity hearings

In the coming weeks, we will deploy our latest solution in this field: custom affinity hearings. With this feature you can reach exactly the audience you are targeting, selecting precisely those affected.

Custom affinity hearings allow advertisers to define who they want to reach on the Web, via any type of display. Thus, taking into account the most recent passions of consumers and their current interests, you always broadcast your message to the right people. Custom affinity hearings operate across the Google Display Network, which, according to ComScore, is used monthly by 94% of Internet users in the United States and 89% of them in the world. [1 ] Like the affinity hearings, custom affinity hearings work best with features and existing formats, such as ads targeting the interaction and visible impressions.

In addition, they can be evaluated through the report "Impact on the mark."

On the front of the stage

Electronic Arts (EA) has used custom affinity hearings to interest fans of some NFL teams during his recent Madden GIFERATOR campaign. The solution of Google Adwords PPC Management affinity allows audiences to touch the segment of football fans, but EA has chosen custom affinity audiences to target its audience even more precise. The marketing team has created 32 custom affinity hearings, an NFL team to reach fans of different teams using display ads synchronized with the actions occurring in real time on the field.

Alexis Cox, Senior Product Manager at EA, worked with Google to develop this innovative campaign. "With the GIFERATOR campaign, we wanted Madden is an integral part of the live conversation on the NFL. Custom affinity hearings allowed us to expand the audience of Madden with the custom content in real time, while creating a strong user interest, "said Alexis Cox.

This new way to customize a campaign was greeted with enthusiasm by Kevin McCollum, show producer "Motown the Musical." It can be especially difficult to attract the attention of vacationers in New York, where a multitude of other shows are offered.

Those responsible for promoting the show used the custom affinity hearings to identify potential theatergoers staying in New York and have achieved excellent results. "Custom affinity hearings Google have allowed us to reach a tourist in New York, in an amount and with an efficiency that no other technology can offer. The benefits have been exceptional, without any additional cost" said Kevin McCollum.

"With custom affinity hearings, we have almost doubled the performance of our other campaigns targeting tourists visiting New York this summer," said Kyle Fox, Associate Digital Media Manager at SpotCo, the agency responsible for promotion Motown the Musical. "The configuration presented no difficulty, and we could preserve the excellent optimization practical functions we expect from AdWords," he says.

More detailed data

We work tirelessly to improve AdWords to allow you to more easily reach the target audience and provide you with information about the people you are targeting. When you create a custom affinity hearing, we will instantly provide information on the persons concerned, classifying them according to demographics, such as age or gender, and indicating their most relevant affinities.

The same information is displayed each time you access to features "Interests and remarketing lists" via the "+ Targeting" button in AdWords. For more information, visit the AdWords Help Center.