Campaign Insights

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What it does

Your AdWords representative can help you run Campaign Insights studies for your display campaigns.

Campaign Insights compares the behavior of users who have seen a display campaign on the Google Display Network with a control group that hasn't. With this data, campaign insights can show the incremental impact of your campaign in the following areas:

• Brand site visits or category site visits
• Brand searches, category searches, or generic searches.

By using this test and control method, you can clearly see how much of an impact your display campaign has had, even if you're also running offline campaigns on TV or radio. And it doesn't stop there. We look at past browsing behaviors so that we can compare the impact of the campaign with what a user would have done anyway.

Why you'd use it

Clicks and conversions don't tell the whole story. If you're running campaigns on Google Display Network, Campaign Insights gives you a whole range of metrics so you can understand the full impact of your display advertising on consumer searches and website visits. You can then use these findings to get a better insight into your campaign's performance, and to understand the interaction between search and display for planning purposes.