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Preview: Inside AdWords

Inside AdWords



Google's official blog for news, information and tips on AdWords.



Updated: 2017-12-14T20:15:58.628-05:00

 



Keep the lights on for the last-minute shopper this December

2017-12-07T12:11:52.309-05:00

Would it surprise you to hear that we see 34% more shopping searches on Christmas Day than on Black Friday1? That’s just one of the eye-opening consumer trends we’re watching closely now that the 2017 holiday season is in full swing.With mobile, shoppers know they can easily find and get what they’re looking for up until the last minute. So, despite all of the improvements retailers have made to shipping speed and product availability, many people still wait to buy. That means that a lot of December’s holiday shopping happens right before—and even after—Christmas, giving more reason for retailers to continue to drive store traffic from online and offline media throughout the season.Early birds they are notRetailers may be pushing their holiday deals earlier and earlier, but some shoppers are still waiting longer and longer, weighing their options to make their final choices.When shoppers consider a new purchase, they spend 13 days on average shopping for the item. But once they decide to buy, almost half expect it either the same day or the next day2. In fact, mobile searches related to “same day shipping” have grown 120% since 20153.It’s no wonder, then, that we see online conversions from the week before December’s shipping cutoff date on par with the the week of Cyber Monday4, as holiday shoppers make a last-ditch effort to get their presents sent to their doorstep.Once shipping cutoff hits, last-minute shoppers make a mad dashThe last week before Christmas is crazy busy, of course, but it's also very local. Around Dec. 21, when the online shipping cutoff passes, shoppers increasingly turn to their hometown stores to get what they need.Regardless of which day of the week Christmas falls, the in-store holiday rush starts on the Friday one full week before Christmas. The Saturday after that is typically the second-busiest day of December. The busiest day of all in the last month of the year? That’s Dec. 23, regardless of what day of the week it falls on5.Searches for “where to buy” peak on Dec. 23 as last-minute shoppers grab their final gifts and stocking stuffers. Some popular examples: “where to buy Cards Against Humanity?”, “where to buy Yeti Cups?", and even “where to buy coal?”6‘Where to buy’ searches in 2016Meanwhile, mobile searches for “open now” and “store hours” grow through December and peak on Christmas Day. That includes searches like, “what stores are open near me on Christmas?”, “what grocery stores are open on Christmas?” and “what stores are open right now?"7This year, retailers have an edge: With Christmas on a Monday, there are two full weekends (Dec. 15-17 and 22-24) in the 10 days before the holiday. This bodes well for store traffic with shoppers out in force on Fridays and Saturdays.The takeaway? With people turning to stores at the last minute, be sure to highlight your local products for the best chance at drawing shoppers to your door. Check out our Shopping best practices guide to learn how you can drive traffic to your store this holiday season.Christmas may be over, but the shopping isn'tThe days between Christmas and New Year's Eve are just as busy as every other day in December (other than Christmas week itself). For general shopping queries (such as “shopping near me” or “store hours”), we see 34% more searches on Christmas Day than we do on Black Friday. Though searches for “where to buy” increase up until Dec. 23, the queries recover to pre-Christmas week levels and stay steady for the final week of the year8.And this post-Christmas shopping busyness isn’t just happening online. In fact, last year we saw about 20% of all December store traffic happen in the six days after Christmas9. And why is that? With searches for “clearance” spiking on December 2610, shoppers are likely looking to redeem gift cards, make returns and exchanges, find gifts for people they haven’t seen yet, or decide to “gift” themselves a little extra.Aggregate store traffic vs. toy stores and video game stores in 2016Green: Aggregate [...]



Product ratings on Shopping ads now available globally

2017-12-05T12:00:11.586-05:00

Since we introduced product ratings, we’ve been working on new ways to help you gather feedback about your products and drive more qualified traffic to your site. Today, we’re making product ratings available in all markets where Google Shopping is present.

Product ratings appear in the form of stars and review counts on Shopping ads. This 5-star rating system represents aggregated review data for the product, compiled from multiple sources including merchants, third-party aggregators, editorial sites and users.


How to enable product ratings on Shopping ads

If you have a Merchant Center account for your store, you’ve already taken the first step towards displaying Product Ratings. Once you sign up and satisfy the program requirements, you can begin uploading Product Ratings feeds to your Merchant Center account. Alternatively, you may want to work with one of our approved third-party aggregators.

Additionally, you can now collect reviews about the products you sell through Google Customer Reviews. Whenever your shoppers complete a purchase, we’ll ask them about their shopping experience with your store, as well as the product they purchased. The reviews collected about their shopping experience will contribute to your seller rating and, the product reviews collected can make you eligible to show product ratings. To learn more about how to use Google Customer Reviews to collect product reviews, see here.


Learn More

The product rating program is now available globally. For more information, please visit our Help Center.

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Win over more users with a new playable ad format in Universal App campaigns

2017-12-04T17:14:37.822-05:00

The holiday season is upon us, and millions of consumers around the world are looking forward to unwrapping their new devices and downloading their favorite apps. People have so many choices when it comes to apps, so it’s critical for you to capture their attention and give them a reason to engage with your app.That’s why we’re rolling out HTML5 playable ads in Universal App campaigns (UAC)—so users can quickly spin a wheel, score a point or jump into level two, right from the ad.Playtika gets more people in the gameTo show how playable ads in UAC benefit game developers and app marketers, let’s take a look at how Playtika, a leading mobile gaming company, used this format to reach more users for its game: House of Fun. People can spin a wheel directly in the ad and experience the thrill of the game before downloading. This gives game lovers a sense of how the game works, and what it takes to win, before installing.After introducing interactive and engaging playable ads and testing multiple creative formats, Playtika increased its return on ad spend (ROAS) by 1.8X.According to Nir Schlaen, Marketing Team Leader, “We want to put Playtika’s games in the hands of more potential players at scale…We've found that playables drive more engagement and long-term customer value because users have already had a taste of the game.”Here are three tips to help you get started with playable ads in UAC.1. Make it short and sweet: Keep playable content short and engaging so that users don’t choose to skip your ad. We recommend that your ad be between 30-60 seconds long. Tailor the length for your app; it can vary depending on vertical and complexity of the ad. And gameplay in the ad should be easier to complete than in the actual game.2. Be engaging but accurate: Make sure to include how you want users to interact with your ad into its design. This starts with a good first impression. Focus on the aspects of your game that capture people’s attention and gets players to come back. Set clear user expectations by including clear instructions and captions about how gameplay works—for example “swipe to scroll” and “shake your phone to jump”.3. Have a clear call to action: This is your chance to summarize your game and to encourage users to play the full version by downloading your app. As an example, “Enjoyed playing? Download now to beat level two.” It’s important to make the call to action as clear as possible with a clickable area for a smooth transition into your game.We’re committed to innovating on Universal App campaigns—playable ads as the most recent addition. To learn more about how to make the most of UAC check out our best practices. Posted by Sissie Hsiao, VP of Product, Mobile App Advertising at Google [...]



Google Manufacturer Center rolls out international expansion, API updates, and new content discovery opportunities to help you better showcase your brand online

2017-11-29T12:00:11.589-05:00

With the launch of self-sign up earlier this year, thousands of top brands and manufacturers have already begun using Google Manufacturer Center to enhance their product’s images, descriptions and variants in Shopping ads. Today, we’re excited to announce new ways to help brands -- both in the US and abroad -- manage their data more easily and provide a more consistent brand experience on Google and across the web.Manufacturer Center expands to more countriesTo help brands abroad, we’ve expanded availability for Manufacturer Center to the United Kingdom, Australia, Germany, France, Brazil, and the Netherlands. Now, brands with products sold in these markets can use Manufacturer Center to best represent their products to shoppers, access unique analytics and insights, and improve the performance of Shopping ads featuring their products.Increase opportunities to highlight your products’ best features and benefitsShoppers are constantly looking for information, trying to ensure the product they ultimately choose is the perfect fit for their needs. Information from Manufacturer Center now appears in Google Knowledge Panels in the US, highlighting core product features to shoppers at key decision making stages. With descriptions, images, features and more directly supplied by you, the manufacturer, shoppers will be better informed and feel more confident choosing your branded products.Manage product information programmatically with the Manufacturer Center APIWe know that manually uploading, editing, deleting, and distributing product data can make it difficult to keep up with a brand’s ever-changing product assortment, and using feeds may not offer the desired level of control. With the launch of the Manufacturer Center API, brands (or their 3rd party data partners) can streamline product data updates in the following ways:Add new products directly to Manufacturer Center.Update existing products in Manufacturer Center with the most current product data.Delete products from an existing Manufacturer Center account.Monitor data quality and review product data errors to optimize a brand's presence on Google.Surface Google's product data feedback in external data management tools.Streamline product data updates and syndication to Google by creating custom workflows compliant with data management policies and procedures.To get started with the Manufacturer Center API, check out the Developer's Guide and Portal article here.To learn more about Manufacturer Center, to read success stories, and to sign up, visit our website.Posted by Limor David, Product Manager, Google Shopping [...]



Holiday shoppers are in the driver’s seat — here’s what they’re looking for on Black Friday, and beyond

2017-11-21T13:49:19.232-05:00

In those spare moments between basting the turkey, assembling gingerbread houses, and planning your ugly-sweater party, you might find yourself reaching for your phone to research holiday gifts you still need to buy. You’re not alone: With information readily available at the swipe of a finger, holiday shoppers are doing more research before buying than ever before. Indeed, mobile searches for “ideas” (i.e., “$25 gift ideas”) have increased by 55 percent over the past two years1. And with new improvements to our knowledge panel on Google.com, we’ve made it even easier for shoppers to quickly find product photos, videos, reviews, descriptions and more.Armed with mobile devices as their “anywhere” assistants, today’s holiday shoppers are more informed than ever. The result? Promotion-driven shopping events like Black Friday are no longer anchored on a single day. Consumers are now in the driver’s seat—researching to find the best deals of the season before, during, and after Black Friday, and hatching a game plan to determine what, where, and when to buy.Researching around the clockWith retailers sharing Black Friday deals earlier and earlier, shoppers have a bigger opportunity to make more informed decisions about their purchases. We're seeing these curious consumers leaning into holiday shopping research with increasing frequency, trading in time spent standing in line for time spent researching everything from door-busting deals to details around specific products.For example, mobile searches containing “Black Friday” increased by 80% over the past two years (e.g., “when is black friday,” “lowes black friday,” “best black friday deals”)2.Beyond searching to find more information for Black Friday, people are also researching brands over the holidays. Earlier in November, we see generic, non-branded searches for Black Friday outpacing branded searches (e.g.,"black friday furniture sale" and "black friday makeup deals 2016"). Then, about 2.5 weeks before the four-day weekend, there is a switch to searches for Black Friday becoming mostly branded (e.g., "ashley furniture black friday" and "sephora black friday 2016") as shoppers narrow down their options and begin laser-focusing their research on the specific items they want to buy.3And what items are they searching for? We’ve got a good idea. We looked at popular trending products going into Black Friday, and here’s what we saw4:Classic apparel brands like Vans, Canada Goose, and Nike Air Jordan Retro 11 are still top of mind.Celebrity-backed products are becoming must-haves, with Kevin Durant’s Pharrell x adidas, and Rihanna’s Fenty Beauty topping the list.Gifts for gamers, including Razer phones, Nintendo Switch, and Call of Duty WW2, are seeing a big spike in search interest as well.Creating a game planOnce shoppers have done their research, they’re shifting their focus to the best way to go about crossing off gifts on their lists—whether that’s in store or online. We see mobile searches for “where to buy” (e.g. “where to buy ugly christmas sweaters” and “where to buy gift boxes”) grew more than 85% over the past two years.5For Thanksgiving weekend specifically, with large sales happening within a few days of each other, people want to determine the best time to shop. Among the top Black Friday searches, we’re seeing searches for “cyber monday vs black friday,” “which is better black friday or cyber monday,” and “is cyber monday as good as black friday.”6Purchasing with purposeHaving done the research and determined what they’re getting and where they’re buying it, today’s empowered consumers are deciding exactly when and how they want to purchase. These factors help explain why Black Friday is becoming less important as an anchor in-store shopping holiday.As proof—and in line with industry reports—we see that foot traffic on Black Friday is declining. In fact, Black Fri-"day[...]



New AdWords innovations to drive better results for your business

2017-11-16T13:00:08.556-05:00

Consumers are more curious, more demanding, and more impatient than ever—and even more so during the busy holiday season. AdWords has been redesigned to help you reach these mobile-first consumers in faster and easier ways. Today, we’re introducing more innovations available only in the new experience. From promoting your latest offers to finding ways to grow your business, these products can help you save time and boost performance. Learn how some advertisers are seeing an increase in conversion rate and return on ad spend when applying these innovations to their campaigns.Highlight your top deals with promotion extensionsPeople are always looking for deals, whether it’s for a discount on holiday gifts or a cheaper flight. In fact, 7 out of 10 internet users look for sales or discounts before visiting a store.1 To help attract these deal-seeking customers with your latest offers, we’re introducing promotion extensions.Show your latest offers with promotion extensionsPromotion extensions make it easy for you to keep your promotions up to date without the need to create new ads. They also free up the rest of your ad for more unique content, like your brand terms or a clear call to action.For example, if you’re a shoe store, you might use promotion extensions to show a “30% off” promo code on all Black Friday orders. You can also make these types of seasonal offers more prominent in your ad by selecting one of 12 occasions, like Black Friday or Back-to-school.Brands like Torrid and Shoe Carnival have already seen great results after using promotion extensions:“Promotion extensions effectively communicate our promotions without sacrificing our core message of quality and fit, giving us a conversion rate lift of 30%.” – David Chau, Senior Digital Marketing Analyst at Torrid Brands"Promotion extensions give customers even more reason to come to our site and buy–all while raising our ROAS by 20%. This extension should be in every ecommerce advertiser’s toolbox.” – Michael Nuss, Director of Digital Marketing at Shoe CarnivalTest drive new ideas with ad variationsSometimes small changes to your ad text—like adding a touch of holiday spirit or using a different call to action—can dramatically affect performance. That’s why today, we’re rolling out ad variations in the new AdWords experience: a fast and easy way to test changes across your text ads at scale.For example, you may want to see how “Happy Holidays” performs when used in your text ads. With ad variations, you can test this change across thousands of ads in just a few clicks. In fact, some advertisers have set up variations for more than 1 million ads in less than a minute.2You’ll then get the test results as soon as they’re statistically significant. If you see that an ad variation is doing well, you can quickly replace all of your original ads with the new variation.Businesses like Merkle and Agoda are already using ad variations to test, measure, and apply variations that drive better results for their business in less time.Performance marketing agency Merkle helped their client, a leading online educator, achieve a 13% increase in clicks and a 14% increase in conversions when their ad variations test revealed that expanding their text ads and implementing optimized ad rotations would improve their performance."With ad variations, we're able to test ad copy changes across our entire account in just a few minutes, which previously took hours of manual work. This means we get to quickly test ad copy and make improvements that result in better ad performance." - Robert Tayon, Head of PPC at AgodaReach the right shoppers with custom intent audiencesRight now, people may be actively shopping for gifts that only you can deliver. To help you reach these I-want-to-buy shoppers, we’re rolling out custom intent audiences for the Google Display Network. Custom intent audiences make it easy for you t[...]



Reach more shoppers this holiday season with new innovations from Merchant Center and AdWords

2017-11-09T15:50:25.575-05:00

The “last minute” is getting later and later for holiday shoppers: with mobile searches for “where to buy” peaking on Christmas Eve, today’s empowered consumers still expect to be able to find and get that perfect gift—right up until those final hours.To help you reach those last-minute shoppers in a hurry this holiday season, we’re sharing new innovations from Merchant Center and AdWords.Get more of your products online with new Merchant Center featuresMore products means more chances to get in front of those last-minute customers searching for what you sell. This holiday, be sure to take advantage of these new features in Merchant Center that will help you save time and find your next customer:Drive more holiday clicks by regularly checking for new Opportunities to prioritize your product data changes.Make changes directly in Merchant Center to fix any disapprovals or optimize your product data with expanded Feed Rules and supplemental feeds.Make sure to stay alerted of account, product or performance issues immediately by adding relevant users to your Merchant Center account and updating email preferences.Show customers your holiday shipping deadlines by adding the cutoff dates in your shipping settings. (Available soon in the U.S. only)Keep your most valuable products at the top of the listShopping ads in the top results on mobile see up to 3X the engagement from shoppers.1 We recently launched absolute top impression share (ATIS) to help you identify opportunities to stay above your holiday competition, especially on mobile where visibility on a small screen matters. Use the bid simulator to get estimates on optimizing bids for your top products with gaps in ATIS, or use the Target ROAS Smart Bidding strategy to automate your bids to stay in the best position for the most relevant queries. Advertisers using Target ROAS Smart Bidding are twice as likely to be in the first position for queries that convert most, versus those on manual bidding, when controlled for average cost.2Re-engage your customers with Gmail adsWe’ve extended remarketing campaigns and dynamic remarketing ads to Gmail, allowing you to reconnect with customers in their inbox with the right offer at the right time. For example, when someone clicks on your dynamic remarketing ad, they’ll be taken to an immersive shopping experience where they can swipe and tap through four of your products.Your dynamic remarketing ads can now show in GmailReady to get started? Get more tips and best practices to ramp up for this holiday season.Wishing you happy holidays and shopping success! Posted by Thomas Houit, Product Manager, Google Shopping and Omry Pruzan, Group Product Manager, Gmail ads 1. Google Internal Data, 20162. Google Internal Data, Q3 2017 [...]



Let it snow new users with Universal App campaigns

2017-11-10T17:08:04.645-05:00

This holiday season, consumers want to get exactly what they want, instantly and effortlessly. And it's often a mobile app that delivers what they need — whether it's a flight home or a new puzzle game to pass the time during the flight.To reach these consumers when they’re ready to take action, marketers, app developers and agencies turn to Universal App campaigns (UAC). UAC uses Google’s unique machine learning technology to help find more customers based on business goals you define — across Google’s largest properties like Google Search, Google Play, YouTube and the millions of sites and apps in the Display Network.Advertisers that have upgraded to Universal App campaigns are finding more of the customers and driving more of the results that matter to their business. Here are some of their stories.Reminder: Existing Search, Display and YouTube app promotion campaigns will stop running on November 15th, 2017, so it’s important to upgrade to UAC as soon as possible.ChimpChange and Bamboo bank 12K new registrationsConsumers use banking and finance apps to stay on top of important tasks, like budgeting for holiday gifts. ChimpChange partnered with Bamboo to find users who are more likely to make daily transactions in its app.“We saw UAC as an opportunity to reach users that matter most to our business. By leveraging Bamboo’s marketing expertise, UAC gave us quality growth in LTV users, in addition to 12K new in-app registrations,” says Tom Russell, VP of Product & Marketing at ChimpChange.PeopleFun and Incipia spell out a 60% higher retention ratePeopleFun wanted to find more active players for Wordscapes, a hit game that combines word searching and crosswords for brain challenging fun. So they partnered with Incipia to find new players via UAC, and doubled down on creative assets—particularly images and vertical videos—to deliver more effective and engaging ads. This helped PeopleFun acquire users with a 60% higher retention than their day 7 retention goal.“Google is an important marketing partner. Working with Incipia to manage and optimize our UAC campaigns enabled us to focus on our product and grow our broader marketing efforts,” says John Boog-Scott, COO of PeopleFun, creator of Wordscapes.Wordscapes reached 34th-rank in US GamesChoices and Bidalgo play to a new level: Top 25 grossing app in the USHow do you become a top grossing app in the US? Pixelberry thinks it’s by developing “games with heart” and finding quality players who are likely to come back and convert. Bidalgo captured new users’ attention with images and videos that presented users with a typical decision that they'd face in the game, like “should I go to the party or study for that all-important test coming up?”“Pixelberry has only three people leading the marketing for Choices: Stories You Play. With the help of Bidalgo’s ad automation platform and design expertise, Universal App campaigns allowed us to reach millions of players around the world...(which drove) a 4X increase in scale,” says Filippo De Rose, Head of Marketing and Ad Monetization at Pixelberry.Growing your app business like these leading agencies and marketers is easy. Check out our most recent UAC best practices for specific tips on creative, bidding strategies and measurement.Posted by Sissie Hsiao, VP of Product, Mobile App Advertising at Google [...]



New: AdWords Data Control makes Data Studio reports even easier

2017-11-07T11:00:06.603-05:00

According to research, 61% of marketing decision makers said they struggled to access or integrate the data they needed last year.1 And who can blame them, given how hard it is to gather data in one place and make it easy to understand? It's not easy to pull reports in all kinds of formats, import them into spreadsheets or databases, calculate and derive fields, share it all with stakeholders … and then repeat the next day.Google Data Studio was created to solve this problem. It's a dashboarding and reporting tool that customers can use to connect all their data ― from Google AdWords, Google Analytics, DoubleClick Campaign Manager, Google Sheets and more ― and turn it into dynamic, self-updating reports that are easy to understand and share.Now Data Studio has a new feature that makes sharing even more powerful: AdWords Data Control.Choose Your SourcesNow Adwords Data Control lets each user choose the source accounts for the data they want to see in any Data Studio report. There's no need to build separate reports for every user and account.Suppose you have set data you monitor every day in your AdWords accounts. With Data Studio, you can build a report, then use AdWords Data Control to populate the report with data from your other active accounts. That makes it easy to monitor all the data for your business while also seeing individual accounts that interest you.Are you a large organization with many websites for different brands, regions, or business units? Do you want to unify AdWords reporting and team KPIs across them all? Do you need to share data, collaborate, and add or revoke permissions at any time? Just build a template report in Data Studio, add the AdWords Data Control, and share the report across your organization. Every user will see their AdWords data in your curated report.As always with Data Studio, you can pull data from over 127 AdWords dimensions and metrics, from CTR to conversions and average position. The reports are easy to share with your whole team or company, so everyone can make better decisions.Getting Started is EasyData Studio comes with sample reports and templates so you can get started right away. Multiple data connectors help you import data from multiple sources ― like Google AdWords and Google Analytics ― into a single report. And now Data Control makes gathering and sharing data even easier.To learn more about Data Control, see our help center. If you're already a Data Studio user, get started now. Posted by Alon Gotesman, Product Manager1. Source: Google Surveys, U.S., "2016–2017 Marketing Analytics Challenges and Goals," Base: 203, marketing executives who have analytics or data-driven initiatives, Dec. 2016. [...]



‘Tis the season to get customers back in your app

2017-11-02T16:00:08.576-04:00

This holiday season, millions of people around the world will use mobile apps to shop, travel, and get things done. Consumers have more choice than ever before, so it’s critical for marketers and developers to deliver seamless experiences that keep users coming back. During this busy time of year, it's even more important for marketers to engage people with relevant ads that make it easy for people to take action — whether that’s booking a hotel room or purchasing a flight home or buying a phone case.Today, we’re introducing Dynamic Remarketing for Apps — to make it easier for your customers to take action in your app from Google ads this holiday season and beyond.Connect more customers to what they care about in your appPreviously, Dynamic Remarketing focused primarily on web visitors. Now, we’re launching Dynamic Remarketing for Apps to help you engage existing app users with relevant ads about the products or items they engaged with most recently in your app.For example, imagine that Dan is a happy Wish customer who is in the in market for a cool new phone case. He browses through various styles in the Wish Android app, and eventually settles on a highly rated phone case he really likes.With Google’s new Dynamic Remarketing for Apps solution Wish can reach Dan with an ad for the phone case he liked and other recommendations while he browses on the 3 million sites and apps on the Google Display Network. Dan can quickly tap on the ad and take action for the same product in the Wish app.(1) After seeing the phone case in Wish’s app, Dan visits a website in the Display Network(2) Dan clicks on the ad and completes the purchase in the appThe dynamic nature of these ads means that they are perfect for businesses with large product catalogs. We organize your product catalog into a feed, and when ads are shown to people who visited your app, details about the items they viewed are pulled from this feed into the ads.The Wish team participated in a beta for Dynamic Remarketing for Apps, and saw 4X click-through rate as compared to static remarketing ads. Whether you offer phone cases or flight deals or anything between, Google can connect your customers directly to products or deals within your app.Three easy steps to help you get started with Dynamic Remarketing for Apps1. Ensure deep linking is enabled: App deep linking helps you connect customers directly to relevant product pages within your iOS and/or Android apps. Depending on the deep linking technology you are using, you may need to implement changes on your feed.2. Set up remarketing and conversion tracking. Identify the remarketing and conversion events you’d like to track and set up an SDK in your app by using one of the following options.Third-party SDKGoogle Analytics for FirebaseServer-to-Server3. Create a campaign. If you have an existing Dynamic Remarketing campaign, this campaign can be leveraged for Dynamic Remarketing for Apps. Otherwise, you can create a new dynamic remarketing campaign and serve the right ads to users of your app.Reconnect with your app users this holiday seasonWhen a user decides to download your app, they are signaling that they want a more engaging experience with your brand. This is a great opportunity to engage with these core users and deliver a custom, native experience that is easier to navigate for both you and your customers.The holidays can be hectic, so let's make reconnecting with your users easy. To get started on Dynamic Remarketing for Apps review our help center overview and setup guide.Posted by Jyoti Vaidee, Senior Product Manager [...]



Best practices to succeed with Universal App campaigns

2017-11-10T17:08:14.963-05:00

It’s almost time to move all your AdWords app install campaigns to Universal App campaigns (UAC). Existing Search, Display and YouTube app promo campaigns will stop running on November 15th, so it’s important to start upgrading to UAC as soon as possible.With UAC, you can reach the right people across all of Google’s largest properties like Google Search, Google Play, YouTube and the Google Display Network — all from one campaign. Marketers who are already using UAC to optimize in-app actions are seeing 140% more conversions per dollar, on average, than other Google app promotion products.One of my favorite apps, Maven, a car sharing service from General Motors (GM), is already seeing great success with UAC. According to Kristen Alexander, Marketing Manager: “Maven believes in connecting people with the moments that matter to them. This car sharing audience is largely urban millennials and UAC helps us find this unique, engaged audience across the scale of Google. UAC for Actions helped us increase monthly Android registrations in the Maven app by 51% between April and June.”Join Kristen and others who are already seeing better results with UAC by following some best practices, which I’ve shared in these blog posts:Steer Performance with GoalsCreate a separate UAC for each type of app user that you’d like to acquire — whether that’s someone who will install your app or someone who will perform an in-app action after they’ve installed. Then increase the daily campaign budget for the UAC that’s more important right now.Optimize for the Right In-app ActionTrack all important conversion events in your app to learn how users engage with it. Then pick an in-app action that’s valuable to your business and is completed by at least 10 different people every day. This will give UAC enough data to find more users who will most likely complete the same in-app action.Steer Performance with Creative AssetsSupply a healthy mix of creative assets (text, images and videos) that UAC can use to build ads optimized for your goal. Then use the Creative Asset Report to identify which assets are performing “Best” and which ones you should replace.Follow these and other best practices to help you get positive results from your Universal App campaigns once you upgrade.Posted by Sissie Hsiao, VP of Product, Mobile App Advertising at Google [...]



Get more out of your local and omni-channel marketing

2017-10-25T14:50:19.439-04:00

Yesterday at SMX East in New York City, I shared new innovations to help local and omni-channel marketers drive more foot traffic to business locations. To help you succeed with these new innovations, we also updated our Best Practices guides with new recommendations to drive more offline sales with online ads, and to glean more actionable insights from your store visits data.So how can you make your ads more useful for nearby shoppers? First, enhance them with location extensions — which are now available across Search, Display and YouTube — and point people to helpful information like your store hours and directions to your business. Or show them what’s in-stock at the nearest store using local inventory ads for your Shopping campaigns. As we announced yesterday, a new local ad for Display will also help you bring your traditional catalogs and circulars to life online, and spotlight in-store products and promotions in richer ways.Next, it’s critical to get a holistic view of your conversions to measure the full impact of your ads across online and offline channels. Use store visits for eligible advertisers to understand how your digital campaigns drive in-store performance.A recent study of over 140 advertisers globally showed that Google Search and Shopping ads drive a substantial number of incremental store visits across a wide range of verticals — these are visits that wouldn't have happened if a user hadn't engaged with a Google ad. They also influence more valuable purchase behavior once someone arrives at your store.To give you better insight into omni-channel performance, impression-based store visits are coming soon for display advertisers so you can measure when consumers visit your store after seeing your ad, even if they don’t click through. New time lag, new vs. returning customers and demographic reporting will also help you understand where your store visits come from. Use these alongside distance and geographic reporting for store visits to make smarter decisions about location targeting and bidding around your stores.Get more details on our latest innovations by watching the full keynote from SMX East or reading yesterday’s in-depth blog post. And don’t forget to check out our best practices on how to get more offline sales from your online ads.Posted by Kishore Kanakamedala, Director of Product Management, Online-to-Offline Solutions [...]



Unwrapping new innovations for the holidays and beyond

2017-10-25T16:18:53.639-04:00

The end of 2017 is just around the corner, and for many marketers, the most important time of year is still to come: the holiday season. With mobile as their “anywhere” assistant, today’s researched-obsessed shoppers are more curious, demanding and impatient than ever before. Today, we’re introducing innovations to help you meet these rising consumer expectations and win more customers during the holidays and beyond.Drive discovery of your brand and productsConsumers sometimes know exactly what they're looking for, but over 40% of shopping-related searches on Google are still for broad, research-oriented terms like "women's athletic clothing" or "living room furniture."1 To help curious holiday shoppers discover your brand and product selection when they’re still in exploration mode, we’ve launched Showcase Shopping ads in the new AdWords experience, and made it available to more advertisers globally in 15 new countries. These ads let brands curate a collection of lifestyle images and products to help people explore and discover what they want to buy and who they want to buy from. Additionally, If you use DoubleClick Search, Kenshoo or Marin as your third party bid management system, you can also track and report on Showcase Shopping ads, as they are now supported.We began testing Showcase Shopping Ads last year and found that shoppers who engage with them are more likely to consider your brand as they narrow down their search. On average, users search for a merchant’s brand terms twice as often after they’ve expanded that brand’s Showcase Shopping ad.2Brands like Overstock.com are seeing the benefit: the team recently created 50+ Showcase Shopping ads and saw a 3x increase in brand searches and 32% more click-assisted conversions leading to a purchase compared to standard Shopping ads.And to help you reach shoppers looking for just the right holiday outfits, we’re introducing a new apparel search experience which includes a visually-rich design alongside brand logos, and filters that let shoppers quickly narrow down options based on special sizing, price range and more. Additionally, "Similar looks" surfaces more recommendations based on a user’s previous clothing preferences.Make it easy for shoppers to move between online and storesWhile some consumers may get their holiday gifts shipped early, last-minute shoppers might need to head to a store to find the perfect present. To make it easier for them to find you, we’ll be launching local inventory on the Google Assistant so products from your local stores may be organically surfaced to users. By asking the Assistant, “Ok Google, where can I buy _____ nearby?” on Google Home or their phones, holiday shoppers can easily learn what’s available in a store around them. If you have a local product inventory feed, your products may begin automatically appearing in relevant results on the Assistant.Marketers can also use promoted local experiences across Google to drive more foot traffic. Soon, we’ll be introducing a new local ad for Display so you can spotlight in-store products and promotions, much like you would with your print catalogs or circulars. Reach out to your Google account team to join this pilot and use the local inventory feed from your Shopping ads to get up and running quickly.Drive incremental and higher-value store visitsWith their smartphones in hand to do research, the customers walking through your doors are more ready to buy than ever before. For example, ‘shop with me’ videos are soaring in popularity, with watchtime growing over 10x in the past two years on mobile alone. Meanwhile, watchtime of ‘store tour’ videos on YouTube also grew by 10x in the same two years to help shoppers explor[...]



Get visitors to your landing page faster with parallel tracking

2017-10-19T13:30:02.187-04:00

As technology enables more assistive experiences, consumer's expectations for seamless web experiences are now higher than ever before. In fact, a one second delay in mobile page load can decrease conversions up to 20%.1 But when someone clicks an ad with URL tracking, this can cause a delay that prevents them from reaching a website for hundreds of milliseconds.2 While this may not sound like much, this lost time can impact campaign performance.

To avoid these delays and create better user experiences, we'll begin rolling out parallel tracking later this year. With parallel tracking, users will head immediately to your landing page after clicking your ad while their browser processes URL tracking requests in the background. We've seen this help users on slower networks reach landing pages up to several seconds faster.3 When more visitors can reach and engage with your site more quickly, this can help reduce wasted ad spend and increase conversions for your business.



Important next steps

Parallel tracking will finish rolling out to all AdWords accounts in early 2018. If you use a third-party provider, you should reach out to them as soon as possible to make sure your clicks will continue to be measured with parallel tracking.

Providers will need to make changes to their platform that could take several months to complete, so it's important to get started early. We're also working closely with key providers to help make the transition as easy as possible for all advertisers.

To learn more about parallel tracking and how to prepare, please visit the AdWords Help Center.



1. "State of Online Retail Performance," Akamai, April 2017
2, 3. Google Internal Data, Japan/India/US. Aggregated anonymized data from a sample of users that have clicked on an AdWords ad with URL tracking, August 2017
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Smarter attribution for everyone

2017-10-20T11:45:33.005-04:00

Cross-posted from the Google Analytics blog.In May, we announced Google Attribution, a new free product to help marketers measure the impact of their marketing across devices and across channels. Advertisers participating in our early tests are seeing great results. Starting today, we’re expanding the Attribution beta to hundreds of advertisers. We built Google Attribution to bring smarter performance measurement to all advertisers, and to solve the common problems with other attribution solutions. Google Attribution is:Easy to setup and use: While some attribution solutions can take months to set up, Google Attribution can access the marketing data you need from tools like AdWords and Google Analytics with just a few clicks.Cross-device: Today’s marketers need measurement tools that don't lose track of the customer journey when people switch between devices. Google Attribution uses Google’s device graph to measure the cross-device customer journey and deliver insights into cross-device behavior, all while protecting individual user privacy.Cross-channel: With your marketing spread out across so many channels (like search, display, and email), it can be difficult to determine how each channel is working and which ones are truly driving sales. Google Attribution brings together data across channels so you can get a more comprehensive view of your performance.Easy to take action: Attribution insights are only valuable if you can use them to improve your marketing. Integrations with tools like AdWords make it easy to update your bids or move budget between channels based on the new, more accurate performance data.Results from Google Attribution beta customersLast April, we shared that for AdWords advertisers, data-driven attribution typically delivers more conversions at a similar cost-per-conversion than last-click attribution. This shows that data-driven attribution is a better way to measure and optimize the performance of search and shopping ads. Today we’re pleased to share that early results from Google Attribution beta customers show that data-driven attribution helps marketers improve their performance across channels. HelloFresh, a meal delivery service, grew conversions by 10% after adopting Google Attribution. By using data-driven attribution to measure across channels like search, display, and email, Google Attribution gives HelloFresh a more accurate measurement of the number of conversions each channel is driving. And because Google Attribution is integrated with AdWords, HelloFresh can easily use this more accurate conversion data to optimize their bidding. "With Google Attribution, we have been able to automatically integrate cross-channel bidding throughout our AdWords search campaigns. This has resulted in a seamless change in optimization mindset as we are now able to see keyword and query performance more holistically rather than inadvertently focusing on only last-click events. - Karl Villanueva Head of Paid Search & Display, HelloFreshPixers, an online marketplace, is also seeing positive results including increased conversions. Google Attribution allows Pixers to more confidently evaluate the performance of their AdWords campaigns and adopt new features that improve performance. "By using Google Attribution data we have finally eliminated guesswork from evaluating the performance of campaigns we're running, including shopping and re-marketing. The integration with AdWords also enabled us to gradually roll-out smart bidding strategies across increasing number of campaigns. The results have significantly exceeded expectations as we managed to cut the CPA while obtaining larger conversion volumes." - Arkadiusz [...]



The importance of site-wide tagging for accurate conversion measurement

2017-10-12T13:00:04.826-04:00

Measurement is foundational to digital marketing. Heading into the holidays, it’s more important than ever to make sure all of your online sales, reservations and leads are measured accurately. To that end, we wanted to bring an important update to your attention: The recent introduction of Intelligent Tracking Prevention affects conversion measurement on Safari. It’s important to update your website tags as soon as possible so that you see all of your conversions from Safari. This is in line with Apple's recommendations for ad attribution. Without updating your tags, it will be difficult to measure the efficacy of your marketing campaigns.Site-wide tagging preserves your visibilityThere are multiple ways to measure the performance of your online advertising. The best options rely on site-wide tagging -- tagging that’s applied to every page on your site. Applying the tag to every page of your site keeps your measurement updated and helps to measure conversions more accurately, including in Safari's ITP environment. This article includes all of the necessary steps to properly tag your site.Here are three different options when it comes to measuring conversions:Option 1: Install the global site tag (gtag) on your entire siteWe’ve introduced updated conversion tagging via the new AdWords experience: Our new global site tag (gtag) will now serve as the single tag for both AdWords and Google Analytics, with support for DoubleClick products coming soon. By setting it on every page of your site, and placing event tags on your active conversion pages, the global site tag will send conversion data whenever event calls are made.Access the global site tag in the Conversions section of AdWords and install it on every page of your site.Place event calls on each of your active conversion pages following the instructions in AdWords.For step-by-step instructions, check out this Help Center article.Option 2: Link your Google Analytics and AdWords accountsConsider this approach if you're already using Google Analytics to measure your website engagement. Once you link your Google Analytics and AdWords accounts and meet some requirements, your conversions will be measured more accurately. This is true whether you're using the analytics tag or the new global site tag, gtag, for Google Analytics tagging.Option 3: Use Google Tag ManagerFor customers who are already using Google Tag Manager, there's no need to make any changes to your page -- simply add the conversion linker tag in the Tag Manager interface, and set it to fire on all pages.If you're not yet using Google Tag Manager, you can get started with the global site tag (Option 1 above) and then easily upgrade to Tag Manager in the future.If you’re using a non-Google tool for website measurement, check with your vendor to make sure your solution allows you to measure conversions in Safari's ITP environment.Learn moreHead over to the Help Center for more information about site-wide tagging and conversion measurement. Finally, if you use DoubleClick Search, an update for the floodlight tag will be available in November.Posted by Wilfred Yeung, Product Manager for Bidding and Conversions [...]



The new AdWords experience is now available to everyone

2017-10-11T15:23:27.788-04:00

When we first announced the rollout of the new AdWords experience, our goal was simple: to introduce a faster and more intuitive AdWords that's focused on helping you reach your business goals. Starting today, the new AdWords experience is available to all advertisers.Get more done, fasterFirst, you’ll notice that your account pages load faster—on average, 20% faster—so you can quickly get to the information you need and get on with your day.We’ve removed the clutter and made navigation a breeze so you can do more in less time, like adding multiple ad extensions to your campaigns in a single step. Customers like iProspect North tell us that the new design and layout saves them 30% more time on average when completing everyday tasks.Finally, easy access to key insights about your customers, like visualizations of the days and hours they're most engaged with your business, help you take immediate action to drive better results.Innovations to help you reach your goalsWhether it’s driving more valuable calls to your business or improving your mobile experience, you need tools that help you reach your unique business goals. Innovations like call bid adjustments and the “Landing pages” page were built exclusively for the new experience to do just that—with many more to come.The faster AdWords in actionFrom a U.K. agency helping their client surpass its goals, to a small juicing business tripling its growth—we’re inspired by the stories we hear from businesses around the world, large and small. See some of these inspiring stories:iProspectJuice by HandGetting startedTo get familiar with the new experience, take the guided tour.To find what you need, our how to videos are here to help you navigate, and the AdWords Help Center has been updated with all the latest features. You can also check out the Best Practices guide for recommendations and tips on how to make the most of the new experience. And we encourage you to leave feedback by clicking on the help icon in the top right corner of your account.We look forward to hearing your feedback about how Google can continue building a better AdWords for your business.Posted by Jerry Dischler, Vice President of Product Management, AdWords [...]



Bring more foot traffic to your business with YouTube and Display ads

2017-10-10T17:29:39.423-04:00

This year, around 90% of global sales will happen in a physical store.1 To bring more shoppers through the door, businesses need tools to efficiently reach nearby consumers and measure their campaign performance across channels. That's why we introduced store visits measurement back in 2014. Since then, businesses around the world have measured over 7 billion store visits in AdWords.Unlock offline results with YouTubeAs we shared at Shoptalk Europe today, location extensions and store visits measurement are now available on YouTube. With YouTube's first-ever ad extensions for TrueView in-stream and bumper ads, you can influence viewers to engage with your brand offline and drive more visits and in-store purchases. People watching your videos will see your address, directions and business hours—right in the ad. You can then use store visits measurement to see how your video campaigns drive foot traffic and measure their performance against other online and traditional marketing channels, like television, print and radio ads.An example location extension on YouTube featuring IHOP's address and contact information.Says Darrin Kellaris, Executive Director, Marketing at IHOP, "Video has been an integral part of our digital strategy to optimize guest interactions online with relevant and distinctive content. We were happy to partner with Google to find new ways to measure the full value of our video campaigns. Through Google's store visits solution, we gained useful consumer insights that helped us drive visits from YouTube for less than $1 per guest. Insights like this have given us an innovative way to measure business impact beyond standard brand metrics and to understand how video helps drive lower-funnel actions. This is something we’d like to see become more prevalent across all media partners."Jerome’s Furniture has included store visits in their Search measurement and optimization since 2015. It is now using location extensions and store visits for YouTube to drive more customers into stores and understand offline performance across channels. “YouTube has proven to send qualified visits to our stores at a very efficient cost. The visibility into YouTube's impact on store visits has opened our eyes and our investment in YouTube advertising has risen dramatically," says Scott Perry, Senior Vice President of Digital Marketing.Elgiganten, a Swedish electronics retailer, turned to video to help drive its omnichannel marketing strategy. After the first half of 2017, the company found that its video campaigns brought 6-10% of users who viewed its ad on YouTube to its stores. Overall, the brand has seen an 8.8% increase in its sales, and learned that its mobile search traffic delivers a 21% higher return on ad spend on mobile phones versus desktop. “With store visits we are able to turn consumer insights into actions," says Niko Niva, Digital Specialist at Elgiganten. "We can see which products are more likely to drive people to the store rather than buying online, and how people who are close to a retail location and using a mobile device are more likely to visit the store."Engage local consumers on sites and apps across the GDNEarlier this year, we fully rolled out location extensions and store visits measurement to campaigns on the Google Display Network (GDN). Now, you can reach more nearby customers when they're ready to buy and get a better understanding of your offline performance across channels. Advertisers large and small across industries have seen success using display ads to drive customers to their physical businesses—even those who usually[...]



Find more of your “star” customers with Universal App Campaigns

2017-12-04T17:08:47.339-05:00

We recently announced that we'll be moving all AdWords app install campaigns to Universal App Campaigns (UAC). Starting on October 16th, all new app install campaigns created in AdWords will run on UAC. Existing Search, Display and YouTube app promo campaigns will stop running on November 15th, so it’s important to start upgrading to UAC as soon as possible.Check out our UAC best practices for more tips on creatives, bidding strategies and conversion tracking options.How UAC helps you find the customers that matter mostUAC uses Google’s unique machine learning technology to help find your “star” customers based on business goals you define like signing up for a free trial or even making a purchase — across Google’s largest properties like Google Search, Google Play, YouTube and the millions of sites and apps in the Display Network.Advertisers across the world and in different industries have found more of their best customers with UAC. Here are some of their stories. STARZ is the second largest premium content provider in the U.S. that features movies and original TV series. Alison Hoffman, Chief Marketing Officer, says “A new slate of STARZ customers now use our mobile app to watch their favorite shows and movies. STARZ partnered with Google to support the new seasons of our hit series Power and Outlander. (We) used Universal App Campaigns to drive potential fans to sign up for the STARZ mobile app ... Universal App Campaigns helped STARZ nearly double the number of fans found through Google.”Viber is a free messaging and calling app owned by Japanese online retailer Rakuten Inc. Viber’s growth team used UAC for Actions to acquire users with a 21% higher retention rate. “Using Universal App Campaigns with action optimization helped us acquire more high quality users with better budget utilization. It allowed us to directly optimize our campaign for our business goal, which is to acquire loyal users,” says Moshi Blum, Head of User Acquisition.Looking for more balance and mindfulness? Then the personalized meditation training and guidance in the Headspace app may be for you. Universal App Campaigns makes it easier for Headspace to improve the health and happiness of the world. According to Head of Growth, Robert Lamvik, “Headspace has a small, yet ambitious team, so we partnered with Google and use UAC to create more scalable campaign activity that brings us higher quality users. What’s great is that UAC finds people likely to take the actions we care about — like starting a meditation session or subscribing.”Read our best practices guide to learn more about how to get the most from your Universal App Campaigns. Posted by Sissie Hsiao, VP of Product, Mobile App Advertising at Google [...]



Changes to Google Shopping in Europe

2017-09-27T12:00:02.872-04:00

Shopping ads help retailers and brands connect with shoppers whether they’re at home, on the go or in the store. Starting today, Comparison Shopping Services have a new opportunity to use Shopping ads to advertise on Google.com in EEA countries1 and Switzerland on behalf of retailers they represent. Google Shopping in these countries will operate in the same manner, bidding alongside Comparison Shopping Services on equal terms. If you run a Comparison Shopping Service and are interested in learning more, visit our help center.

European retailers of all sizes will still be able to reach consumers using the same Google Shopping tools and insights they use today. And as shopping intent begins to rise for the holiday season, we'll keep launching new innovations that make Shopping ads work even better for everyone.



1. Comparison Shopping Services in EEA countries where Shopping ads are available: Austria, Belgium, Czech Republic, Denmark, France, Germany, Italy, Ireland, Netherlands, Norway, Poland, Portugal, Spain, Sweden, Switzerland , United Kingdom. (image)



Universal App Campaigns: Optimize for the right in-app action

2017-11-10T17:08:39.090-05:00

As you may have heard, we'll be moving all AdWords app install campaigns to Universal App Campaigns (UAC) later this year.With UAC, you can reach the right people across all of Google’s largest properties like Google Search, Google Play, YouTube and the Google Display Network — all from one campaign. Marketers who are already using UAC to optimize for in-app actions are seeing 140% more conversions per dollar than other Google app promotion products.1Over the last few weeks, we’ve discussed how to steer performance for UAC using goals and your creative assets. In today’s post, we’ll talk about another very important topic when it comes to UAC — optimizing for the right in-app action.This is important if you want to find app users who will do something specific after they’ve installed your app — whether that’s adding something to a wishlist for your shopping app, entering their frequent flier info to your traveler app or joining a group in your game.First things first: take a look at what’s happening inside your app.Track and send AdWords your in-app eventsYou wouldn’t stop measuring at the landing page of a website, so why would you stop at the install for a mobile app?Each post-install event that you track and pass back to AdWords is a chance to learn more about how users engage with your app. The more we learn about your best app users, the easier it is to find more people like them. If you’re not sure what to track, look at this list of events by app category. Pick the one that’s most like your app and use it as a guide.Let’s go back to our mobile game example: Before you start advertising your new mobile game, you pay a visit to the part of your office where the developer team sits. You kindly ask them to implement all the in-app events that apply to a gaming app — and you take some to discuss whether there are any other in-app events that are specific to your game.Understand how users interact with your appOnce you’ve built up a user base, follow your users along their journey beyond the install. Create what’s called a “user funnel.” What are the key steps people take that lead to a purchase?Example: You happen to sit next to your analytics team so you swivel your chair around to see if they have a moment to chat. You’d like to get their thoughts on a user funnel you’ve created for your game: installs, opens, completes tutorial, reaches level 5, joins group, reaches level 10, and then finally — makes a purchase. You and the team agree that this stuff is important to track so you schedule a regular meeting to analyze your game’s user funnel. Constant review of the metrics with your analytics team will help determine if your ads are bringing in the right users.Example user funnelPick the right in-app action for your campaignNow comes an important question: what do you want new app users to do in your app? The answer will help determine the in-app action(s) you’ll pick as the optimization goal for UAC.Example: During a one-on-one with your boss, you learn that driving in-app purchases is a priority for the business right now. You’re worried because you don’t see many in-app purchases happening per day (at least not yet), and you remember that UAC needs to optimize for an in-app action that happens at least 10 times a day. You need to pick another in-app action that’s more common. You remember that your analytics team pointed out that users who join a group are very prone to making an in-app purchase 30 days later. And your [...]



Know Their Intention, Get Their Attention: New Ways to Connect and Measure on YouTube

2017-09-25T00:01:02.361-04:00

We look at our phones while we watch TV. We watch TV on our phones while we walk to work. We work on our laptops while we cast video to a set-top box. We spend the majority of our days connected, often via multiple devices—so much so that reach has become a commodity in advertising. And while reach is plentiful, attention is scarce.Unless we’re talking about online video. Our latest research with Ipsos suggests people are 3x more likely to pay attention to online video ads vs. television ads.1 And within online video, people pay nearly 2x more attention to video ads on YouTube than they do on other social media.2 That’s because on YouTube, ads are more likely to be seen and people are more likely to arrive with intent to watch video—2X more likely than other online platforms.3 Today we’re sharing four new tools to help you capture the attention of your audience on YouTube:1) Helping brands reach the right audiencesIntention is what has made search advertising so effective—the ability to quickly connect people looking for something they want or need, with a business that offers just that. Since January we’ve seen that what’s worked great for search works great for video as well. We found that campaigns that use intent-based audiences on mobile have 20% higher ad recall lift and 50% higher brand awareness lift relative to campaigns that only use demographic audiences.4In order to help you deliver more relevant, useful ads on YouTube, we're expanding the ways you can use Google's broad ecosystem using Custom Affinity Audiences to reach people based on the kind of searches they do, or the kind of places and apps they like. That means an outdoor outfitter could use Custom Affinity audiences to potentially reach people who have searched for skis, spent time at ski resorts, or have downloaded a ski resort’s trail guide app.2) Enabling custom creative at scaleCustom audiences are most valuable when paired with creative that is relevant to them. But personalization at scale can be difficult—new video creative is pricey and takes time to make.We're launching Director Mix to simplify the process of creating different versions of the same creative tailored for each audience—you give us the building blocks of your video ad, like different voiceovers, background and copy, and our system will create thousands of versions to match your various audience segments.Campbell’s Soup used Director Mix to create videos with clever copy based on the content people were about to watch. For instance if you clicked to watch clips from Orange is the New Black, you’d see a bumper asking “does your cooking make prison food seem good? We've got a soup for that.” And it worked: Campbell’s earned a 55% lift in sales and a 24% lift in ad recall with this campaign.3) Telling a story that breaks free of a single unitSimilarly, we’re introducing Video Ad Sequencing to help you architect an ad experience that unfolds over time. This new feature in AdWords Labs lets you string together ad creative. You can pivot, you can react—and you can take consumers down a different path depending on which ads are working for them.For instance, you could start with a fifteen-second TrueView ad to build awareness, continue with another, longer spot that communicates product attributes, then follow with a six-second bumper ad to keep top-of-mind and drive to purchase.To drum up excitement for their new Assassin’s Creed game, Ubisoft cut four sequential six-second bumper ads,[...]



Supercharge your call-only ads with ad extensions

2017-09-21T12:00:01.756-04:00

When people want dedicated service or to get specific questions answered, they often pick up the phone to speak to a real person. Advertisers also drive more value from having these direct conversations with customers - on average, calls convert three times better than web clicks.Hundreds of thousands of advertisers are already using call-only ads to generate more phone calls from mobile search. We are now introducing upgrades to call-only ads, starting with the launch of ad extensions. For the first time, you’ll be able to show ad extensions with call-only ads to promote more relevant information about your products and services, and give people more reasons to choose your business. In early experiments, we’ve found that implementing new extensions to call-only ads can improve clickthrough rate by 10% on average.Introducing ad extensions for call-only adsThe following extensions for call-only ads will begin rolling out to all advertisers starting today:Location extensions - highlight information about your nearby business locations for customers who want to visit your store in person.Callout extensions - promote unique offers and benefits, such as 24-hour call center service.Structured snippets - provide more specific details about your products and services using predefined headers like “Destinations” and “ Types”. For example, a rental car company might list various car classes like sedans, hybrids and SUVs.Advertisers and agencies like Hertz, Vortex Industries and DexYP will be taking advantage of extensions to enhance their call-only ads with additional details and improve their visibility in search results.“Calls help us effectively engage an increasingly mobile-first audience. They also drive better conversion rates compared to mobile text ads that take customers to our site. With new ad extensions for call-only ads, we hope to improve our CTR and call volume by taking up more real estate in search results, and showing customers additional relevant information like different car classes and ancillary product options.”- Jeremy Venlet, Director- Digital Operations and Performance, Hertz“Choosing the right partner for commercial door repair is an important decision for any business, which is why we offer extensive service and support over the phone to help guide our customers to book on-site appointments with our expertly trained technicians. Partnering with our digital agency, YPM, Inc. we've made call-only campaigns a big part of our digital strategy since phone calls are so important to our business. Making ad extensions available with call-only ads is huge step forward because they'll allow us to go beyond the standard description text in ad copy to showcase our unique value propositions, such as prompt and efficient service, and a proven track record of delivering results for our customers.”- Stacey Muto, Marketing Director, Vortex Industries, Inc.“DexYP partners with hundreds of thousands of local businesses to sustain and grow their customer base through online marketing channels. For many of these clients, driving leads and sales from phone calls is their top performance goal. For those that utilize Search Engine Marketing, call-only campaigns have been instrumental to helping these businesses generate more calls from mobile search, where more and more consumers are looking to connect with local businesses each year. We're incredibly excited to further improve our clients’ campaigns by addi[...]



Ring in the holidays with new Merchant Center tools

2017-09-19T11:30:13.154-04:00

High quality product information is the foundation for connecting retailers with the most qualified customers on Google Shopping. Luckily, getting your product data in shape has never been easier with new Merchant Center tools. The new feeds experience and Opportunities are here just in time for you to win this holiday season.Add or override product data with supplemental feedsPreviously, your product data could only be submitted in one primary feed. Now, supplemental feeds give you the flexibility of submitting and modifying your product data from multiple sources. You can use them to add or override attributes and values in your primary feed. For example:Add holiday custom labels or promotion ids to products in your primary feed through a supplemental feedReplace attribute values in your primary feed with new values from your supplemental feedTake your products global with a single multi-country feedWith Shopping available in 37 countries, don’t miss the opportunity to bring your products to new global customers. Simply add new countries with the same language to your primary feed and your prices will automatically show in the correct currency of the user. You can also reach new countries with different languages by applying Feed Rules to pull language-dependent values from a supplemental feed, like title and description. Now’s the time to add international expansion to your holiday plans.Farfetch, a luxury fashion retailer, was able to quickly and easily extend their global footprint:"The new feed management features in Merchant Center are an amazing solution. With the ability to create multi-country feeds, we easily launched Shopping campaigns in 6 more markets across 2 continents that now represent 29% of our traffic coming from Search in those countries. Our expansion would have been slower and more costly without this feature." - Martin Zirfas, Performance Marketing ExecutiveModify your product data from the Content API with Feed RulesThe power of Feed Rules is now available for product data provided through the Content API. This means that you can easily make product updates without having to change your feed directly. For example, you can:Apply custom labels based on other valuesComplete shipping values based on product weight valuesAppend strong brand values to the beginning of product title valuesLook out for additional updates as more functionality is added to Feed Rules.Drive more clicks with OpportunitiesGet a better idea of the potential results and effort needed to improve your product data or campaigns in the Opportunities tab. A card will appear if there’s enough information to surface an opportunity. From minor adjustments to important feed fixes, each card pulls in dynamic information to help you prioritize your resources and drive more clicks to your account. Initial cards will show on a limited basis and focus on improving your product data quality. But, this is only the beginning -- expect more opportunity types in the future. Check the Opportunities tab regularly as it's constantly working in the background to spot opportunities for you. And, make it a goal to address any high-value opportunities before heading into the holidays.Keep your entire team informed of your Merchant Center accountThe days of setting one primary contact and one technical contact are over. You can add multiple team members as either Admin or Standard users to your Merchant Center account. Each user [...]



Get a panoramic view of your data with dashboards

2017-09-13T14:44:59.936-04:00

Every business has its own unique set of reporting needs -- from determining which keywords drive the most website traffic to understanding the top performing mobile search ads over time. Having a consolidated, and comprehensive view of how your account is doing helps you spend less time creating reports, and more time identifying new opportunities. That's why over the next several weeks, we’re rolling out dashboards: a single place in AdWords* where you can bring together your most important reports and unearth insights about your business.Create a customized view of your dataDashboards gives you the flexibility to arrange your tables and charts in a way that’s most meaningful to you. You can add existing saved tables and charts to your dashboard, or create new ones on the spot. Curious about how your campaigns performed last summer? As you can see in the image above, you can quickly select any date range to see how your dashboard looked during that period.Monitor performance in one placeYou no longer have to navigate back and forth across different tabs and reports to get a comprehensive view of account performance. Instead, you now have all your important tables and charts in one place. You can easily see your impressions and CTRs by device right next to clicks by device as shown in the image above. This helps you to better understand the relationships between your data, and easily identify patterns and trends. There’s always a performance improvement opportunity waiting to be discovered, and dashboards allows you to quickly identify them and take action.Collaborate and share with your teamIf you work with multiple people on the same AdWords account, you can now build and review dashboards together. All dashboards in an account are conveniently listed in the Reports tab for seamless collaboration.Create your first dashboardTo help get you started, we’ve provided a starter dashboard as an example of what’s possible. You can choose to build off of this dashboard, modify it to your needs, or delete it and create your own.Creating dashboards in AdWords is simple. Just click Reports at the top of your account, click the Dashboards tab, and then + Dashboard.To create your first dashboard, take our guided tour. You can also learn more about dashboards in the AdWords Help Center. Posted by Jon Diorio, Group Product Manager, AdWords*Dasbhoards are available in both the previous and new AdWords experience. [...]