Новые возможности Google AdWords
nun
рекламодатели, которые пользуются
Яндекс.Директом, получили несколько
полезных фич, и, в частности, фичу с
автопланированием времени показов
объявлений (к примеру, только в рабочие
дни - по дням недели, или только в
бизнес-период с 9 до 5 утра - по часам),
как о подобном же усовершенствовании
объявил для своих клиентов и Великий
Google.
Майкл Шилдс (Mike Shields) пишет же о сервисе
так:
Google's hugely successful search advertising product, AdWords, is
borrowing a buying tactic from traditional media.
Responding to advertisers' desire for more control of their
search-based campaigns on Google.com and its partner sites, Google is
offering a new feature which allows for precise ad scheduling on
specific days or times of day - much the same way that TV is sold in
dayparts. Google's massive base of advertisers can now elect to
essentially turn their ads on and off down to 15-minute intervals and
also lower and raise bid prices during set times of day or days of the
week.
Until recently, advertisers who purchased inventory via AdWords would
see their ads run whenever searches occurred, and those that wanted to
schedule ads for specific periods of time needed to adjust their bids
manually.
Google executives believe that the new targeting option will appeal to
small retailers that are looking to drive site traffic during their
business hours, or advertisers that are running specific promotions
during a weekend or sale period, for example. Plus, many of Google's
advertisers which employ its free Web site analytics product may also
have intelligence on when periods of heavier traffic typically occur on
their sites.
According to Richard Holden, director of product management at Google,
this sort of flexibility had been a "long-standing request from
advertisers," he said. "Our goal is to make it very simple and easy to
use."
Holden said that increased buying flexibility could affect the demand,
and ultimately the pricing for certain keywords during certain times or
days, but it was unlikely to dramatically affect the overall AdWords
marketplace. "This could increase competition during various times of
the day, but the base is so broad, there is usually somebody who is
targeting something very specific."