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Google Ad Planner
July 28th, 2008 by 
Jay Westerdal
I have been playing with Google Ad Planner for about a week now and it is by far the best third party metrics tool out there. I can now directly query Google for how popular a website is and how many users they have. I have found that if a website doesn’t have more then 3,000 visitors a month then Google doesn’t list the website inside the tool. So… You can see how well really good parking pages are doing by using this tool. Oddly though, Google.com and other Google domains are removed from the tool! I guess Google only wants you to know the traffic of everyone else except for themselves. That is a bit hypocritical that I can see Yahoo.com but not Google.com.
I highly suggest signing up for the beta and taking this very powerful tool for a test drive because it totally kills Alexa, Compete, and Quantcast. I am not sure how Google measures the traffic because they are a third party and they can’t actually track users unless they are directly auditing ALL users of a website. They must have several panels they use. Could they be using the Toolbar data finally? I doubt that, Google has always stayed far away from actually using the Google Toolbar for evil. I can’t wait for the API! (Google, If you are listen, the world wants an API). DomainTools currently grabs data at Alexa, Compete, and Quantcast and displays those stats on the whois record if the domain has enough traffic to show up.
I Google is using analytics data if you have shared it with other Google projects. I remember signing some digital waiver a few months ago on analytics, I trust Google and I am not too concerned where the data would be given out in detail. I don’t really care if people know what traffic we get in summary mode.
Here are some FAQs directly from Google that explain the data better.
Q: Where does Google Ad Planner demographic data come from?
A: Google Ad Planner demographic information is provided by third-party market research data, opt-in consumer user panel data, and algorithms that improve the demographic estimates. (Demographic data is currently available for the United States only.)
Q: How is the data in Google Ad Planner generated?
A: Google Ad Planner combines information from a variety of sources, such as aggregated Google search data, opt-in anonymous Google Analytics data, opt-in external consumer panel data, and other third-party market research. The data is aggregated over millions of users and powered by computer algorithms; it doesn’t contain personally-identifiable information. In addition, Google Ad Planner only shows results for sites that receive a significant amount of traffic, and enforces minimum thresholds for inclusion in the tool. For more information about how Google protects privacy, please refer to our privacy policy.
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July 28th, 2008 at 3:44 pm
Seems like they might get sued for this.
I just checked one of my sites that gets 1500 unique visitors a day, just about every day for years.
They say I get 9300 a month in US, at 18k worldwide. I get well over 40k per month.
So, an advertiser is going to come to me and tell me that I’m lying because Google said I only get 18k a month?
Will be interesting to watch.
July 29th, 2008 at 4:01 pm
The coolest thing about it i feel is that you can quickly sort by what sites support Content Placement, so looks like a way to sell more Adwords.
Ive been using the software for a month and i love it, very cool, but again shame that the USA is the only location that gets Demographic Data. Microsoft AdCenter allows you to get Demographic Data from UK, Singapore, Canada and one or two other countries.
Good work i love my new toy!
August 17th, 2008 at 3:25 pm
traffic generator…
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August 25th, 2008 at 1:08 pm
It seems like the toolbar would be the most likely candidate for getting this info.
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