Google launched interest-based advertising back in 2009 that let advertisers target consumers based upon their web habits. Now, they have expanded their interest-based ads available to its AdWords advertisers.
“Over a year ago, we announced a beta of interest categories on the Google Display Network,” wrote Lauren Barbato, Inside AdWords crew. “We’ve been slowly expanding the availability of this feature, and as of today, interest categories are now available to all AdWords advertisers. It works like this: our system looks at the types of pages a user visits, taking into account how recently and frequently those pages have been visited, and then associates their browser with relevant interest categories. Using these categories, you can show ads to the people most likely to purchase your products or services, and you can reach them across all types of sites in the Google Display Network in addition to contextually relevant sites.”
“With over 1,000 interest categories from ecotourism to mobile phones, we re confident you’ll find a category that fits your business,” she added. “And with over 500 million users interested in these categories who visit the Display Network every day, you ll be able to reach a huge number of potential customers. You pay only for clicks or impressions at auction prices, as always. Our beta advertisers have used interest categories to successfully meet all kinds of goals, from an advertiser increasing brand lift by 40 percent to a shoe retailer driving 400 percent more conversions at a lower advertising cost per sale.”
“As we ve made interest categories available to more advertisers, we ve remained committed to providing users with the highest level of control and transparency. Users may, at any time, view and edit interest categories or permanently opt out of receiving interest-based ads entirely with the Ads Preferences Manager. Also, we label our ads with the AdChoices logo to give users notice and choice about the ads they see,” Barbato noted. “We hope you’ll use these interest categories to enhance your advertiser campaigns. We think you’ll find them an effective way to reach more interested users, increase awareness of your products and services, and ultimately drive more sales. You can visit our Help Center to learn more.”