Search engine giant Google seems to be constantly coming up with ways to make surfing the Net a better experience for everyone. Consumers can find just about anything with the entry of a simple keyword and businesses, no matter what product or service they offer, can use the multitude of Google's advertising and promotions-based programs to deliver more eyeballs to their Web site. Therefore, it should come as no surprise that the company's latest venture, Google Ad Planner, is anticipated to be a huge success.
This invitation-only media planning tool essentially helps advertisers connect with publishers of other Web sites. The gist of the program is that an advertiser can enter demographics and Web sites that are associated in some way with the audience they are trying to target and then the Google Ad Planner tool will give information on the Web sites that the target audience is most likely to visit. What's even better is that you can then get even more detail on the demographics and search information for a specific site. Google Ad planner will even give you aggregate stats on the sites you choose to add to your media plan. I think the very best part is that Google will return sites in your search that are not even a part of the Google advertising base. So there is no bias in this program; it really does operate with the user's need in mind. However, you can filter through the sites that carry Google AdSense, if that information is important to you for the sites you are trying to target.
It is important to note that the Google Ad planner program does not give advertisers an opportunity to get in touch with Web site operators or content owners directly; that is still something you have to do on your own. Additionally, there is not an opportunity at this time for Web site operators to get involved in a brokerage system of sorts through this program.
This program is definitely designed with media planners in mind and can definitely be useful for business-minded professionals for whom marketing is a top priority.