Over the past few weeks Google has released data on top search and YouTube video watching trends, highlighting what issues, entertainers, events and figures most powerfully captured the attention of the Internet population.

We here at the Agency Ad Solutions Blog have also compiled our top stories list of 2010, which show that the topics most relevant to our agency partners are the evolution of ad platforms (such as display and mobile), the need for powerful data and tools to manage accounts at scale, and the desire for resources to navigate the increasingly complex display ecosystem.

Below are the top stories of the year, as reflected in your readership:

New programs for agencies - We heard from you that you need relevant training at scale, cost-effective AdWords API pricing, and a centralized way to acquire new clients. In late April, we launched 3 programs to meet these needs -- a new Google AdWords Certification program for those managing AdWords accounts on behalf of advertisers; Google Partner Search, an online, searchable directory that helps advertisers identify Certified Partners to help with AdWords account management; and preferred AdWords API pricing, which gives qualified Google AdWords Certified Partners who manage client AdWords accounts free use of the AdWords API based on managed client spend.

Display advertising - While we didn't officially bring sexy back to display until September, you all expressed your interest and enthusiasm for display opportunities throughout the year. Hot topics included remarketing, the introduction of the Google Display Network, and the four-part Google Display Network series.

Managing accounts at scale - As agencies, the core of your business is effectively managing media spend across many clients. With the media landscape becoming increasingly complex with every passing day, it can be a challenge to keep up-to-speed on the latest opportunities, and incorporate them into client strategy. The need for effective account management tools was clear in your preferred blog topics -- broad match modifier, which balances reach with control; the updated Keyword Tool, with increased functionality; the Ads Multiplier plug-in for Docs to create templated ads at scale; and Google Ad Innovations, a single home for all of the latest and greatest ads launches.

A home for planners - Different roles within agencies need resources specific to their day-to-day responsibilities. This was none more apparent than for Account and Media Planners, who crave the latest data and insights to develop targeted and innovative strategies. For this role we partnered with our friends in DoubleClick to keep content fresh on Ad Planner, including the launch of the Ad Planner 1000 and integration with AdWords, the availability of Audience Interests, and a carry over from 2009 -- enhancements to Ad Planner and DoubleClick for Advertisers.

The year of mobile - It has been coming for years, but in 2010 it finally arrived. The year of mobile. You voraciously read tips and tactics shared in the 3-part "Going Mobile in 2010" series, as well as took advantage of training opportunities for mobile optimization best practices. With the launch of the Google Mobile Ads Blog, we'll have even richer mobile ads content for you in 2011, courtesy of our friends in the Google blog community.

The blog could not succeed without you, our loyal readers -- thank you. We look forward to continuing to bring you the content you need to be successful in 2011.

Posted by Katie Wasilenko, Agency Team

[Cross-posted from the Google Retail Blog]

Do you know “The Smart Shopper"? The Smart Shopper is constantly connected and always mobile. The Smart Shopper values on-line information, researches on-line then shops in-store, and uses a smartphone while shopping.

You can see the smart shopper in action by watching the first two videos in our Smart Shopper series.

The Smart Shopper: Constantly Connected
An exclusive look into consumers’ research and purchase process.



The Smart Shopper: Always Mobile

A clear snapshot of how smartphones are changing the way consumers research and shop.



Use these Smart Shopper insights to help formulate your 2011 marketing plan. Engage the smart shopper by creating compelling video and display ads, developing a cohesive mobile strategy, and using an integrated multi-channel marketing campaign.

Posted by Heidi Spector, Google Retail Team

It’s no secret that video consumption is growing. Fast. As more devices find their places in people’s homes and pockets, more video consumption is happening across live and time-shifted TV, computers, tablets, and mobile phones. What is most interesting, is while online video consumption has exploded, time spent watching TV has in fact also continued to grow, with the average US adult clocking in 158 hours of TV time per month.*

People are simply consuming more content than ever before and TV is still the center of that experience, remaining an effective way to broadcast your message to a national audience of engaged viewers. What's more is the link between TV and online behavior continues to emerge and strengthen, especially considering that nearly 60% of people now watch TV and surf the internet simultaneously.* If you're rolling your eyes at the prospect of spending media dollars on a mass medium like TV, hear us out because we believe that television advertising is still relevant and has become better targeted. Whether you’re a seasoned TV buyer or just beginning to think about offline media, a strategic approach to integrating TV into your larger media plan is absolutely critical. When planning, consider the following: marketing objectives, target audience, and seasonality.

Identifying marketing objectives is the first, most crucial step. What are the outcomes you’re anticipating from TV advertising? Is the goal of your campaign general branding or to increase sales of a specific product? As you can tell, different objectives lead to a very different budget allocation, core message (approach to creative), and campaign success metrics. For example, if your TV campaign goal is to sell 1,000,000 units of product X, your creative should contain specific production information, direct calls-to-action and at least one sales outlet (i.e. 1-800 number , a specific website URL, in-store coupon code, or all of the above). Using trackable mechanisms brings a new dimension to ROI measurement in TV, especially with innovations like Google's call reporting feature.

What about targeting? Increased viewership fragmentation within the TV universe (more program/network choices in any given time slot) has actually make it easier to pinpoint your target audience on TV since programming has become so interest specific. For instance, to reach females 25-54 who enjoy cooking and gardening, networks including Food Network and HGTV immediately come to mind. What’s great about Google’s TV Ads platform is that we’ve taken targeting even further by introducing technology and search-based targeting tools to the TV buying process. Google TV Ads allows you to choose specific networks, programs and even defined audiences based on demographics and interests. These features allow you to find and target your audience across 100+ networks reaching nearly 35M homes in the US, or almost 1/3 of the US population through one single platform.*

Lastly, timing and seasonality are of key importance. If your product or service is impacted by seasonality, it’s important to plan well in advance. For example, New Year resolutions bring finances, weight loss and fitness to people’s minds – a perfect opportunity for advertisers in these spaces to increase marketing efforts and reach consumers at this critical time. Planning in advance will allow you to have the required budgets and a sense of which media targets to hit as we ring in the New Year. To learn more about Google TV Ads and how to launch a targeted TV campaign in minutes, please visit www.google.com/tvads.

*Source: The Nielsen Company., Three Screen Report Q1’2010
*Google TV Ads will offer nearly 35M homes in 2011 with the integration of new cable partners DIRECTV and Verizon FiOs.

Posted by Chris Henrotin and Neha Mandel, TV Ads Team

Long lines at the shops got you down? Dreading yet another ugly sweater party or family cookie exchange? Kicking yourself for not becoming Google AdWords certified in 2010?

No need to fret, there’s still plenty of time left in the year. To become Google AdWords certified, you simply need to pass the Google Advertising Fundamentals Exam plus one of the three advanced exams (offered for Search Advertising, Reporting and Analysis, and Display). You can register for exams here, and take them from the comfort of your own office or home -- the perfect activity to do while sitting in front of a cozy fire waiting for mysterious, magical home invaders to bring you gifts. As an added bonus, you’ll be able to give your company the holiday gift of an additional certified individual to add to its profile page!

In addition, we’ve made it easy for you to prepare for the exams. The AdWords Learning Center offers text lessons (some with interactive modules) for each topic on the exam, which you can review at your own pace. In addition, if you can’t quite squeeze in training this year, we have AdWords Seminars for Success in early 2011 in a number of major cities throughout the US.

For more information, please visit the Google AdWords Certification Program homepage.

Posted by Katie Wasilenko, Agency Team

We posted additional information about upcoming changes to the way our third party partners should provide reports and information about AdWords to their clients, including a document outlining what advertisers should expect when working with a third party partner and how to notify us at Google about violations of our policies.

We believe that most of your already provide this information to your clients and won't need to make any changes to your systems. Visit the Inside AdWords blog to learn more.

Posted by Jason Shafton, Product Marketing Manager

Roy’s Restaurants has landed on a recipe for success with Google Mobile Ads. By using hyperlocal advertising and creating mobile-only AdWords campaigns, Roy’s was able to drive 40% more calls and ultimately more customers to their stores. Visit the Google Mobile Ads Blog to learn how Roy’s and its agency, G&M Plumbing, have implemented mobile best practices to achieve an 800% ROI.

Posted by Dai Pham, Google Mobile Ads Product Marketing

We're pleased to share another tips and tools update from our friends at the Inside AdWords Blog. We hope you find it useful for optimizing clients' keywords.

- The Agency Ad Solutions Blog Team

We want to thank you for all the feedback you’ve given us on the Keyword Tool. The first thing you told us is that you want more keywords that are better targeted to your account and searches, and we’ve made improvements in this area. We’ve also added features such as better filters, the ability to star keywords, and copy them as text. And we’re not done yet! You can help us understand what’s important to you by continuing to provide us with feedback. Below is a more detailed look at some of our new features.

There are three new ways to filter and refine your keyword list. With our new updates, you can:

1. Choose specific terms to include or exclude from your keyword list.
2. Use the ‘More like these’ button to search for terms that are similar to the specific keyword ideas you've selected from the table.
3. Get only results that include the exact words or phrases (and their close synonyms) you’ve typed in the search box.

Adding stars to keywords
Add stars to keywords that you'd like to save while you're still searching for new keyword ideas. You can review your starred keywords in the "Stars" panel on the left side of the tool.

‘View as text’ button
View your selected keywords in text form, so that you can easily edit them and paste them in a spreadsheet or AdWords Editor.

Posted by Alexandra Kenin, Product Marketing Manager