Subscribe: Inside AdWords
http://adwords.blogspot.com/atom.xml
Added By: Feedage Forager Feedage Grade A rated
Language: English
Tags:
ads  adwords  app  campaigns  data  google  landing pages  landing  mobile  new  pages  people  product  search  shopping 
Rate this Feed
Rate this feedRate this feedRate this feedRate this feedRate this feed
Rate this feed 1 starRate this feed 2 starRate this feed 3 starRate this feed 4 starRate this feed 5 star

Comments (0)

Feed Details and Statistics Feed Statistics
Preview: Inside AdWords

Inside AdWords



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



Updated: 2017-09-20T19:24:58.303-04:00

 



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 can manage their own email preferences to opt into important news and notifications, including feed alerts, tips and best practices, and beta opportunities. You can also specify email-only users, who will receive communications but can’t log into your account. Before the holiday season, keep your team in the loop by adding them to your Merchant Center account.Ready to get started?Learn more about the new feeds experience and Opportunities on Merchant Center Help Center. Or, log in to Merchant Center to explore the new features. Posted by Raphael Leiteritz, Director of Product Management, Google Shopping [...]



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. [...]



Universal App Campaigns: Steer Performance with Creative Assets

2017-09-14T16:30:58.322-04:00

We recently announced that 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 are already seeing positive results: those that optimize for in-app actions with UAC, on average, drive 140% more conversions per dollar than other Google app promotion products.1A couple weeks ago, we discussed how to steer performance using goals. This week, we’ll show you how to get even more out of UAC with your creative assets — and how to improve performance using the recently launched Creative Asset Report.Supply a healthy mix of creative assetsWhen creating a Universal App Campaign, you’ll upload creative assets which will become the “building blocks” that the campaign uses to create ads. Provide as many different kinds of text, image and video assets that align with your campaign goal (i.e., install volume or in-app actions). That way, UAC can create a relevant ad for every moment — in every possible format for every network.Returning to our mobile game example: say you’re launching a new mobile game and trying to find everyone who wants to install your app. You’ve picked the campaign objective “Install volume” and set a target cost-per-install (CPI). You want UAC to be able to create the best ad for any context, so you follow these best practices. For example, you remember that people hold their phones differently at times, so you include images in both landscape and portrait modes. You also upload videos of different duration and varying sizes (landscape, portrait, and square).Get insights from the Creative Asset ReportWe’re also excited to tell you about a new feature in UAC called the Creative Asset Report. This feature will let you understand what creative assets are working with your audience.To access the report, just click on Campaigns and then Ad Assets.Creative Asset Report for UACHow is each asset evaluated? UAC uses hundreds of millions of signal combinations to pick one asset over another to create an ad that will best meet your goal. The performance grouping column in the Creative Asset Report will show either “Low”, “Good” or “Best” based on how often UAC picks an asset over another in your campaign. The report also has performance statistics (like conversions you’re tracking) so that you can check that the report’s performance ratings make sense.Example: After running your campaign for a couple of days, you review your campaign’s Creative Asset Report. You notice the video assets in landscape mode that show a cinematic trailer for your game have been labeled as “Best.” You conclude that the trailer is getting people excited to download and try your game.Optimize your asset mix using the Creative Asset ReportThe Creative Asset Report also tells you how to optimize your asset mix to help UAC build better and better ads. Replace those rated as “Low” — and avoid removing any assets labeled with “Best,” “Good” or “Learning.”Continuing with our example: Based on what you've learned from the report, you decide to replace any assets that have been rated as “Low” with even more thrilling cinematic video assets. You also notice that some of your assets still have the label “Learning.” You wait until there’s more data before taking action on those.You want to feed UAC with a variety of creative assets — short and distinct text phrases, images in different sizes and orientation, and videos of varying length and orientation. Then as you discover which assets work better, you can replace “Low” performing assets to improve results over time.Read our best practices guide to learn more about how to get the most from your Universal App Campaigns. Posted by Sissie Hsiao, Director of Product Management, Mobile Advertising1. Google Internal Data, July 2017 [...]



Speed up your search text ads with AMP landing pages

2017-09-20T19:24:58.345-04:00

People expect to get things done in ‘one step’ or ‘one second’. Whether it’s finding the cheapest flight or ordering takeout, they demand fast and seamless mobile experiences. Did you know that for every second it takes for a retail website to load, conversions fall by up to 20%?1 In other words, if you’re sending your customers to slow-loading landing pages, you’re missing out on potential traffic, engagement and sales.That’s where Accelerated Mobile Pages (AMP) can help. The open-source AMP Project aims to make the web faster and better for everyone. AMP pages are so fast, they appear to load instantly.Earlier this year at Google Marketing Next, we introduced the ability to use fast-loading AMP landing pages for your search text ads. Starting in two weeks, we’ll be rolling this out to all AdWords advertisers globally.Create a faster mobile ad experience with AMP landing pagesGet your mobile landing pages readyWe know that a better landing page experience results in a better ad experience—that’s why your landing page experience is such an important factor in how Google determines ad rank and pricing. By directing your search ad clicks to AMP landing pages, you can create the super-fast and delightful mobile experience that consumers expect. To get started, check out the AdWords Developer's Guide for AMP and learn how to create AMP landing pages.Better landing page experiences drive better results“With AMP, we were able to improve mobile performance, achieve impressive results and double our conversion rates. AMP really moved the needle for Greenweez.” - Simon Le Fur, CEO, Greenweez“AMP plus AdWords equals better conversion rates. These results also prove that even if your mobile site loads in four seconds, there’s scope for improvement. We’re absolutely confident about the benefits of AMP. We’re now building more and more AMP pages for most of our large and enterprise clients across all markets.” - Leif Grenevall, CEO,                                                    Adtraction Visits“We've seen some good early results with AMP including improvements in engagement metrics, such as bounce rate, pages per session, and conversion rate. It’s clear that AMP’s faster loading times are driving a better user experience.” - Mike Carmody, Director of Paid Search, Saatva MattressLearn moreTo see the percentage of clicks that go to invalid AMP pages, visit the "Landing Pages” page in the new AdWords experience. You can then work with your webmaster to ensure your landing pages comply with AMP guidelines and fix potential issues.AMP landing pages for search text ads will be available for all mobile clicks—however, caching will initially only be available for the Chrome browser on Android. We’ll be rolling out support for additional mobile browsers in the coming weeks. Learn more in the AdWords Help Center. Posted by Jon Diorio, Group Product Manager, AdWords1. SOASTA, The State of Online Retail Performance, April 2017 [...]



Reach more customers with Shopping ads in new countries

2017-09-07T14:00:00.191-04:00

Whether it’s Diwali, Back to School, Christmas or Boxing Day, shoppers go online to purchase gifts globally. Here's how you can capture the attention of global shoppers with Shopping ads.
Here's how you can capture the attention of global shoppers with Shopping ads (based on 2017 dates)


Show Shopping ads everywhere you sell

This year, Shopping ads expanded to Argentina, Chile, Colombia, Hong Kong, Indonesia, Ireland, New Zealand, Malaysia, Portugal, Singapore, South Africa, Taiwan, the Philippines, United Arab Emirates and is now available in more than 30 countries. Use Shopping ads to reach new global customers, promote the products you sell and find better qualified leads by putting product images, price, and business name in front of people searching globally on Google.


Quickly expand your Shopping Campaigns to multilingual countries

We know one of the hardest challenges to expanding internationally is preparing your Shopping ads for a new language. But, did you know that you can submit your feeds in English in more than 21 countries? You can quickly expand to english speaking countries and to countries that support multiple languages, such as: Belgium, Czechia, Denmark, Hong Kong, Indonesia, Norway, Sweden and Taiwan.


Let us handle the currency conversion

Additionally, if you sell and ship products to multiple countries, but your website doesn’t have different product pages for each country’s currency, Google will automatically display your product prices in the local currency.


Get Started

Ready to start an export campaign? To start promoting your products internationally, learn more here.

(image)



New reporting to show how often your Shopping ad is in the top spot

2017-08-31T12:14:48.729-04:00

The holiday season is right around the corner - are your Shopping campaigns prepared to maximize increased shopping traffic? To help you get a head start identifying product data gaps and measuring your competitiveness in Shopping campaigns, we’re rolling out product status reporting and absolute top impression share.Recover potentially lost Shopping trafficIf your Shopping campaign includes products not eligible to serve, that means disapprovals could be affecting the number of shopping results you show up on. See how many of your products are ready to serve by adding product status reporting to reporting charts in the ‘product’ and ‘product groups’ page. For example, a dip in ‘products ready to serve’ means your products are no longer eligible to participate in the auction.Historical performance using Shopping product statusA new diagnostics report in the products page helps identify your aggregate product status, like products ‘ready to serve’ or ‘disapproved.’ Add performance columns like Clicks and Conversions to the report to prioritize where product updates can make the biggest impact to lost traffic. Click on each product status to see more details on how to fix the issues immediately. Alternatively, you can also view a full list of affected products directly in AdWords from the report. Develop a routine cadence to go through your Shopping campaigns and identify the top performing products not eligible for auction as products details frequently change, especially with the peak holiday season coming up.Use the products tab (1) and diagnostics report(2) to see product status (3)New metric shows how often your Shopping ad is in the top spotNow that your products are eligible to serve, it’s time get them in front of shoppers. The left-most ad on mobile Shopping results get up to 3X more engagement from shoppers1; impressions in this position are called “absolute top” impressions. To see the percentage of time you’re showing in this top position, use absolute top impression share (Search abs. top IS column in AdWords).Absolute top impression share is the number of “absolute top” impressions you received in Shopping results over the total times you could’ve been in the top impression.For instance if you showed up as the “absolute top” in 8 search results but were eligible for 20 results, then your absolute top impression share would be 40%. If you have a high absolute top impression share, it means your products often appear at the top position in Google Shopping results. “Absolute top” impressions include ads from the Shopping carousel on Google search results and is available for both Shopping ads and Local Inventory ads.The “absolute top” impression in mobile Search results You can use this metric to optimize seasonal campaigns and get in front of more shoppers. Let’s say you sell kitchenware and plan to have a holiday sale on pots and pans. Separate out the sale products into their own product group. Monitor it for two days and adjust bids upwards if you need to make your ads more prominent. Also review absolute top impression share by device at the ad group level. You can optimize an underperforming device audience by increasing the bid modifier. Ad quality is the other factor in growing your absolute top impression share; include high quality images, relevant product titles, and the correct GTINs across your inventory to improve the quality.To monitor your impact in key categories, you also can combine absolute top impression share with other competitive metrics such as click share. By increasing both metrics, you’re claiming more of shoppers’ attention.The diagnostics report and absolute top impression share are available starting today in the new Adwords experience2.To learn more about how to use absolute top impression share and other metrics to prepare for the holidays, visit our Help Center.Posted by Thomas Houit, Produ[...]



Introducing a better, simpler ad rotation

2017-08-29T13:49:54.221-04:00

The right ad rotation can help you show your best ads to people looking for what you have to offer. However, it’s not always clear which rotation makes the most sense for your business. That’s why, starting in late September, we’re simplifying ad rotation to two settings: “optimize” and “rotate indefinitely.”


Optimize for your best ads

Powered by Google’s machine learning technology, the new “optimize” setting prioritizes ads that are expected to perform better than other ads within an ad group. This setting will optimize your ads for clicks in each individual auction using signals like keyword, search term, device, location and more.

Keep in mind that using an optimized ad rotation with three or more ads per ad group can increase both clicks and impressions. The more of your ads our system can choose from, the better the expected ad performance.

If you'd like to prioritize conversions, the best way is to use Smart Bidding. Smart Bidding helps you tailor your bids based on the likelihood of a conversion, and will choose the ad most likely to drive that conversion. Note that if you’re using Smart Bidding, AdWords will automatically use the “optimize” ad rotation.


Simplifying even rotation

While an optimized ad rotation works best for most advertisers, we know that some of you prefer more control with an even rotation. Because the “rotate indefinitely” setting is already the easiest way to give your ads equal preference, it will be the sole option for an even rotation going forward.

And to give you even more control, ad rotation settings will be available at the ad group level–meaning that you can use multiple rotation settings across a single campaign. Learn more about ad rotation in the AdWords Help Center, and read our best practices guide to find out which rotation setting is right for you.

(image)



Go beyond the click with the “Landing pages” page

2017-08-24T14:48:53.979-04:00

From finding the right keywords to creating the best ads, you invest a lot of time optimizing your campaigns to drive visitors to your website. But none of that matters if your landing pages aren’t turning those visitors into customers.Did you know that nearly one third of smartphone users will immediately switch to another website if yours doesn't satisfy their needs?1 In fact, 64% switch because there are too many steps or they can’t find the information they’re looking for.2In other words, if your landing pages aren’t mobile-friendly, you’re losing customers and sales.The “Landing pages” pageEarlier this year at Google Marketing Next, we introduced the “Landing pages” page to help you see how your landing pages are performing. We're rolling it out over the next few weeks in the new AdWords experience.* On this new page, you’ll see which URLs in your account are mobile-friendly, which ones drive the most sales, and which ones may require your attention. For example, find the pages that get a lot of clicks, but aren't mobile-friendly. Then prioritize them for your webmaster so you can convert more of your ad clicks into sales.Sort “Clicks” in descending order to identify landing pages you may want to fix“An ad click is just the start of the customer's journey. Everything after that―the speed, mobile-friendliness, ease of use―is paramount to the success of our campaigns. So naturally we're incredibly excited to see this landing page data in AdWords.” ― Nicole Jennings, Senior VP of Paid Digital Media, PMX Agency“It’s amazing how quickly we can now identify landing page issues and propose the right fixes. When we can get web teams to prioritize changes that improve both organic and paid search performance, it's a big win for everyone.” ― Zach Morrison, President of Elite SEMMobile-friendly Click RateOne of the first metrics you’ll want to look at is “Mobile-friendly Click Rate”: the percentage of mobile clicks that go to a mobile-friendly page, as defined by Google's Mobile-Friendly Test. This metric gives you an idea of which landing pages result in the most or least mobile-friendly experiences. Sort the column in ascending order to identify pages you may want to fix.Test for mobile friendlinessOnce you find a landing page that needs attention, simply click to run a test. AdWords will open up Google’s Mobile-Friendly Test in a new tab so you can review the potential issues, for example the page text being too small or the things people can tap on being too close together.Google's Mobile-Friendly TestLearn moreThe “Landing pages” page shows data for Search, Display and Video campaign landing pages, however “Mobile-friendly Click Rate” is currently available for Search landing pages only. We’ll be expanding on this data in the coming months. You can learn more in the AdWords Help Center, and learn how Accelerated Mobile Pages (AMP) can speed up your landing pages to help improve campaign performance. Posted by Jon Diorio, Group Product Manager, AdWords1-2. Google / Ipsos Connect, Rising Consumer Expectations in the Micro-Moment, U.S., Dec. 2016 n=1,516 US online smartphone users, A18+* The new AdWords experience is rolling out to all advertisers throughout 2017. Once you have access, you can switch back and forth between the new and previous experiences. [...]



Universal App Campaigns: Steer Performance with Goals

2017-08-30T14:24:08.493-04:00

We recently announced that 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. You also get access to ad placements exclusive to UAC, like the home and app listing pages in the Google Play Store. These placements connect you to users in “discovery mode” as they browse for their next favorite app.UAC ad in the Google Play storeUAC uses Google’s machine learning technology to analyze hundreds of millions of signal combinations in real time to optimize your bids and ads to find the best app users for your business goals.In this post, we’ll share some best practices on how to get the best performance from Universal App Campaigns — whether you’re looking for install volume, in-app actions or both.Pick the right goal for your campaignYou’ll need to pick an objective for your Universal App campaign. Tell your campaign what kind of users you’d like. This means 1) identifying what you’d like your app users to do, and 2) defining the value of that action.Example: Say you’re a mobile game developer who’s about to launch a new app. You want as many users to install your app as possible for a target cost-per-install (CPI). Say you expect 1 out of 10 people who install your game to buy a $20 upgrade in the first 30 days. You can afford to pay up to $2 per install (or $20 ÷ 10 installs). Pick the campaign objective “Install volume” and set your target cost-per-install (CPI) to $2. Reach different types of users with different campaignsIf you have multiple goals, you can set up a separate campaign for each one. Each campaign will optimize your bids and ads for a specific type of user you’re trying to reach.Example: After launching your game, you decide you’d like more users who are likely going to buy something, like a $20 upgrade you offer.  This doesn’t mean that you’d like to stop finding other types of users. You may still want to find people who will install and engage, but not necessarily pay. You create a separate campaign alongside your first one. You set this second campaign’s objective to be “In-app actions.” You calculate your target cost-per-action (CPA) of to be $20, equal to the value of the upgrade.  Setting campaign bidding objectivesThen, you decrease the target CPI and lower the budget for the first campaign focused on “Install volume.” This signals to AdWords that you’re more interested in users who are likely to complete an in-app action.Use budgets to find the right mix of usersYou can also change the mix of new users for your app as your business needs change.Continuing the example: Say it’s been a couple of months and you’ve added a social feature and new levels to your game. You want to get this update to as many new users as you can.You adjust the target CPI and budget UP for the campaign that’s focused on “Install Volume.” At the same time, you adjust the budget DOWN for the campaign that’s focused on “In-app actions.” You’re signaling to AdWords yet another change in direction.After setting new target bids and budgets, periodically measure results waiting for at least 100 conversions before making changes as needed. The campaign needs roughly 100 conversions to recognize and apply patterns confidently to find the users you’re looking for.Marketers are already seeing positive results from their Universal App campaigns:“Zynga now operates 100% of AdWords spend through UAC, however we did not get here overnight as it was a long process of testing and learning to understand how to make UAC work for us at scale. We are now able to scale up games profitably and increase operational [...]



Important updates to AdWords Terms and Conditions

2017-08-17T11:00:08.888-04:00

When you first created your AdWords account, you agreed to Terms and Conditions that provide a common understanding in basic areas like policy, payment and liability. As AdWords grows to meet the needs of businesses around the world, we sometimes need to make updates.

Starting today, we’re rolling out new Terms and Conditions in all countries and territories. Please read through these updated terms carefully. They include:

  • More flexibility to notify or inform you via phone calls, text messages and emails.
  • New provisions related to how products and features are tested within AdWords.
  • In the U.S., Canada, and most countries in Latin America and Asia, a provision to use arbitration to resolve disputes rather than jury trials or class actions.* Follow the instructions in the dispute resolution section of the terms to opt-out of this provision (U.S. and Brazil only).
  • New provisions related to the disclosure of technical errors and bugs within AdWords.
  • New data protection terms related to the EU General Data Protection Regulation (GDPR) and other EU privacy frameworks.


As with any legal document, you might consider consulting an attorney if you have any questions.


Action required

Please review and accept the new Terms and Conditions by signing in to your AdWords account. When prompted, click ‘“Accept” to indicate your acceptance.

If you use the AdWords API or a third-party tool, you’ll need to log directly into your AdWords account to accept. Accepting won’t affect any of your bids, budgets, invoicing or other campaign settings. However, if you “Decline,” your ads will no longer be eligible to serve.


Don’t see the new terms?

We’re rolling out the new Terms and Conditions globally over the next few months. If you don’t see the prompt to “Accept” the new terms after signing in to your AdWords account, you may need to wait and accept at a later date—we’ll send an email notification once your account(s) is ready. Or someone you’ve authorized to act on your behalf, for example an advertising agency, may have already accepted.

You can view the previous Terms and Conditions in the AdWords Help Center.



* Does not apply to countries in Europe, the Middle East and Africa.(image)



Propel your mobile app growth with Universal App Campaigns

2017-08-14T13:58:02.009-04:00

Throughout the day, when people want to go somewhere, watch something, or buy something, they reach for their mobile phones for help. And it's often a mobile app that delivers what they need — whether it's a new pair of running shoes or puzzle game to pass the time during a flight delay.We launched Universal App Campaigns (UAC) two years ago to make it easier for you to grow your app business. UAC uses Google’s unique machine learning technology to help find the customers that matter most to you, based on your business goals — across Google Play, Google.com, YouTube and the millions of sites and apps in the Display Network.Since then, UAC has delivered unprecedented growth and app engagement for developers and marketers. Advertisers that optimize for in-app actions with UAC, on average, drive 140% more conversions per dollar than other Google app promotion products.1To help more advertisers take advantage of these benefits, we'll be focusing our efforts and moving all AdWords app install campaigns to UAC later this year. 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.Three easy steps to help you move your campaigns to UACReview your current AdWords app promotion campaigns: log into AdWords > click the Ads tab and identify your top performing text, banner and video ads.Tip: export your campaign performance to make it easy to determine baseline UAC bids.Create a new UAC and set the right performance goal: build a new UAC by clicking the +Campaign drop-down menu from the "Campaigns" tab > select Universal app. Copy and paste any top performing creatives, especially images and videos, into your new UAC.Set up AdWords conversion tracking through Google Analytics for Firebase, Google Play or one of our third-party App Attribution Partners to find more of your high-value users. Learn moreThen, choose the bidding option that best supports your business or campaign goals:Set the right bids: calculate the average CPI, CPA or ROAS of your existing campaigns as the starting point for your UAC performance goal. Then, monitor your new UAC and adjust bids over time to meet your goal, as there may be some natural changes in performance as you transition between campaign types.Check out more Best Practices here.How UAC helps you find more of the right app usersUAC uses machine learning to make the smartest decision for each ad, analyzing hundreds of millions of potential signal combinations in real time — like where people are engaging with your ads and which creatives and keywords perform best.For example, we may learn that active PayPal users tend to search on Google Play for apps to transfer money to their friends. So, we’ll show more ads on those types of queries and related content.Over the coming months, we'll deep dive into new features and continue to share best practices to help you get the most out of UAC. Posted by Sissie Hsiao, Director of Product Management, Mobile Advertising1. Google Internal Data, July 2017 [...]



Delivering more informative sitelinks, callouts and snippets

2017-08-09T13:58:04.831-04:00

With more searches now happening on mobile than any other device, expectations for the mobile experience are higher than ever. In fact, over 65% of smartphone users now expect to get immediate information while using their smartphone.1 However, mobile constraints can make this difficult–smaller screens and higher latency often get in the way of you showing your customers what they want to know or buy.Updates like expanded text ads have already helped to make mobile ads more useful and informative, and we’re continuing to build on those principles with extensions. That’s why, starting later this month, we’re changing how mobile ads show sitelinks, callouts and structured snippets.Useful, tappable sitelinksSitelinks help you send people to specific pages on your site directly from your ad, like your store hours page, product pages and more. Going forward, we’re simplifying how mobile sitelinks will show by using both horizontal buttons and larger vertical links.This makes it easy for you to send people to more relevant, deeper parts of your site–all while giving them the kind of tappable mobile experience they’ve come to expect. Early results show that people are twice as likely to interact with your sitelinks in this new format.2Making callouts and snippets more readableCallouts and structured snippets are extensions that provide additional information below your ad copy. Whether it’s to promote a unique offer or highlight a specific aspect of your business, they can be a great way to show off all that your business has to offer.Previously, both of these extensions appeared in a separate line below your ad. Now, they’ll appear in-line with your ad copy in paragraph form. This means that, on average, more of your callouts and structured snippets will be available to show with your ad. Based on our user studies, people have found this new formatting to be more informative and engaging.3Learn more about ad extensions in the Help Center, and read our best practices guide to learn how to make your extensions as appealing as possible.Posted by James Parker, Product Manager, AdWords1. Google / Ipsos Connect, Rising Consumer Expectations in the Micro-Moment, U.S., Dec. 20162. Google internal data3. Google internal data [...]



Ramp up your calls with call bid adjustments

2017-07-26T12:00:15.001-04:00

Click-to-call ads were introduced seven years ago to help you connect with more customers over the phone. Since then, we’ve heard one thing loud and clear: you want to drive even more calls. And it’s no surprise—on average, calls convert three times better than web clicks.1To help you generate more calls, we’re rolling out new call bid adjustments, which allow you to control how often the call option appears with your search ads. Use call bid adjustments to increase bids on campaigns that drive valuable phone calls. For example, if you’re a travel advertiser, you may see higher order values from calls because it can be easier to cross-sell rental cars, group tours and other vacation add-ons during a live conversation. Raise your call bid adjustments to show call extensions more frequently and drive more of these high-value call conversions.“Calls are an important source of new customer leads for us. Call bid adjustments help us improve our click-to-call visibility and ensure we’re appearing in the top 1-2 positions on mobile. Our on-the-go customers convert quickly within a short window of time, so it’s critical to be front and center, and show them that we offer storage units at the right price and location. Since implementing call bid adjustments and bidding higher for calls, we’ve seen a 37% increase in call volume with a 22% decrease in average cost-per-call.”- Stephanie Christensen, Paid Acquisition Analyst“Our customers want to speak to a real person to make sure they’re choosing the right medical alert system for themselves or a loved one. When we can walk them through our offerings live and give them that peace of mind, they have a 30% likelihood of converting, which is nearly 2x higher than with web leads. Someone connecting with us from a call extension is more valuable than a website click, so call bid adjustments allow us to optimize for that greater value. We’ve worked with our agency, Metric Theory, to increase bids specifically for calls and improve how often the call extension shows. As a result, we’ve generated 20% higher call volume while decreasing the cost by 60%.” - Matt Guerrieri, Director of Marketing“Call bid adjustments have helped us meet a key marketing objective by delivering a strong uplift in performance year over year, with a 79% increase in click to call rate. It has also enabled us to target our audience to generate higher value insurance policies. The flexibility of the service allows us to make the call option more prominent, thereby driving a greater number of relevant calls. Calls deliver a significant proportion of our monthly leads and we are currently working to push call bid adjustments even harder.” - Anthony Gamble, Head of Digital Marketing (Acquisition)Call bid adjustments are available exclusively in the new AdWords experience, which will roll out to all advertisers by the end of the year.2 To learn more about AdWords calls solutions, visit our Help Center. You can also check out best practices for maximizing calls performance and improving the caller experience. Posted by Amit Agarwal, Senior Product Manager, Calls & Messaging1. Google internal data, 20162. The new AdWords experience is rolling out to all advertisers throughout 2017. Once you have access, you can easily switch back and forth between the new and previous experiences. [...]



AdWords Editor 12 offers a fresh look and new features to help simplify your workflow

2017-07-05T14:13:34.891-04:00

A new version of AdWords Editor, with a refreshed design, is now available for all advertisers globally. You'll find it even easier to manage your campaigns at scale with custom rules, faster account downloads and more.


Custom rules help you build high-performing campaigns

With AdWords Editor 12, you can now use custom rules to check for changes that don't align with your best practices. For example, our best practices suggest showing search ads with four or more sitelinks. When you use this rule, AdWords Editor will let you know which campaigns or ad groups don't meet this best practice before you post changes. You can get started by using our recommended rules, or create custom rules based on your own best practices.

Custom rule alerts in AdWords Editor 12



Faster account downloads for new AdWords Editor versions

To reduce the time you spend waiting for your accounts to download after you update AdWords Editor, we'll now transfer more of your data from previous versions.


A new look and feel

You'll also see a new design that better aligns with Google's commitment to material design. While the changes will be subtle and won't affect how you manage your accounts, you'll now have a more cohesive visual experience across AdWords Editor, the new AdWords experience, and other Google products.


and more ...

The new version of AdWords Editor also supports bidding to maximize conversions, uploading up to 20 images and videos for Universal App Campaigns, and using the new customization fields for responsive ads. You can learn more about all Version 12 updates in the AdWords Editor Help Center, or download AdWords Editor 12 here.

(image)



Building a better web for everyone

2017-06-02T12:07:06.405-04:00

The vast majority of online content creators fund their work with advertising. That means they want the ads that run on their sites to be compelling, useful and engaging--ones that people actually want to see and interact with. But the reality is, it’s far too common that people encounter annoying, intrusive ads on the web—like the kind that blare music unexpectedly, or force you to wait 10 seconds before you can see the content on the page. These frustrating experiences can lead some people to block all ads—taking a big toll on the content creators, journalists, web developers and videographers who depend on ads to fund their content creation.We believe online ads should be better. That’s why we joined the Coalition for Better Ads, an industry group dedicated to improving online ads. The group’s recently announced Better Ads Standards provide clear, public, data-driven guidance for how the industry can improve ads for consumers, and today I’d like to share how we plan to support it.New tools for publishersThe new Ad Experience Report helps publishers understand how the Better Ads Standards apply to their own websites. It provides screenshots and videos of annoying ad experiences we’ve identified to make it easy to find and fix the issues. For a full list of ads to use instead, publishers can visit our new best practices guide.The Ad Experience Report“We’ve always put our users first and support the Coalition’s Better Ads efforts and standards. The report’s videos and screenshots are incredibly helpful and make the Coalition’s research actionable for our teams. We’re impressed with the level of detail and transparency Google is providing and commend this initiative.” - Troy Young, President, Hearst Digital MediaAs part of our efforts to maintain a sustainable web for everyone, we want to help publishers with good ad experiences get paid for their work. With Funding Choices, now in beta, publishers can show a customized message to visitors using an ad blocker, inviting them to either enable ads on their site, or pay for a pass that removes all ads on that site through the new Google Contributor.“Looking at the past few years, we’ve come to realize that to the rise of ad blockers has negatively impacted potential revenue across all of our properties, particularly in Europe. Funding Choices allows us to have a conversation with visitors using ad blockers on how our business works, and provide them a choice to whitelist or contribute to our newsroom. We’ve found that people are generally open to whitelisting once they understand how content gets created.” - Marc Boswell, SVP, Sales Operations & Client Services, Business InsiderFunding Choices is available to publishers in North America, U.K., Germany, Australia and New Zealand and will be rolling out in other countries later this year. Publishers should visit our new best practices guide for tips on crafting the right message for their audience.Chrome support for the Better Ads StandardsChrome has always focused on giving you the best possible experience browsing the web. For example, it prevents pop-ups in new tabs based on the fact that they are annoying. In dialogue with the Coalition and other industry groups, we plan to have Chrome stop showing ads (including those owned or served by Google) on websites that are not compliant with the Better Ads Standards starting in early 2018.Looking aheadWe believe these changes will ensure all content creators, big and small, can continue to have a sustainable way to fund their work with online advertising.We look forward to working with the Coalition as they develop marketplace guidelines for supportin[...]



Maximize conversions with Smart Bidding

2017-05-30T13:00:20.425-04:00

When your goal is to get the most conversions from your marketing budget, it can be challenging to set the right bid and bid adjustments. Where do you spend your next dollar to get your next customer? To help you make the most out of your budget, we’re introducing Maximize Conversions: a new Smart Bidding strategy that automatically sets the right bid for each auction to help get you the most conversions within your daily budget.For example, if you’re a clothing retailer trying to quickly sell last season’s styles, Maximize Conversions will help you get you the most number of sales from your existing budget by factoring signals like remarketing lists, time of day, browser and operating system into bids. Smart Bidding uses Google’s machine learning technology to optimize for conversions across every ad auction—also known as “auction-time bidding”.Trex, a luxury composite decking company, used Maximize Conversions to build brand awareness and saw a 73% increase in conversion volume:“We wanted to increase the conversion volume of our high-priority campaigns without raising budgets. In our first test campaign, we saw a 73% increase in conversion volume, 59% increase in CVR , and 42% decrease in CPA, with no change in our spending.” - Chris LaRoche, PPC Team Lead at Seer InteractiveIt’s easy to set up Maximize Conversions. Simply go to your campaign’s settings page, click “Change bid strategy” and select Maximize Conversions. You can test Maximize Conversions, get insights and monitor your bid strategies to understand their performance.Set your bid strategy to “Maximize Conversions” to get the most out of your budgetLearn more about maximizing conversions with Smart Bidding in the AdWords Help Center.Posted by Josh Moser, Product Manager, AdWords [...]



Google Optimize and Google Surveys 360 Join Forces with AdWords

2017-05-24T15:00:19.031-04:00

AdWords users get two new ways to understand and better serve their customersHere's good news for AdWords advertisers: as you heard yesterday at Google Marketing Next powerful new integrations with Google Optimize and Google Surveys 360 are coming soon to your accounts. The Surveys 360 integration is now live in the U.S. and Canada; the integration with Optimize will be available in the coming weeks.Optimize is a A/B testing and personalization tool that makes it easy to see which changes to your web pages work best for your users and your business. Surveys 360 is a market research tool that helps enterprises gather fast, reliable insights from real people online and on mobile.Both new integrations with AdWords are designed with a simple goal: to make it easier than ever to understand and serve your potential customers. Here's some detail on both.Better landing pages, better resultsAdvertisers naturally spend a lot of time thinking about their ads. What gets people to click? Will the words "free shipping" sell more than "10% off"? AdWords has always made it easy to create many different ad campaigns to see which performs best. But the ad is only part of the experience.The new integration between Optimize and AdWords makes it easier than ever to take the next step: to improve and personalize the landing pages those ads lead to. The integration gives marketers a fast way to create and test custom landing pages based on the keyword, ad group, or campaign associated with an ad – with no need to deal with destination URLs or messy query parameters.It's worth it. 90% of organizations that invest in personalized consumer experiences agree that they contribute significantly to more business profitability.1Suppose a hotel wants to improve its landing page for the keyword family friendly hotels. Using Optimize, the hotel can create and test a new variation of the landing page, one that features an image of a family enjoying themselves at the hotel pool, instead of a generic image of the hotel exterior. If the new page leads to more reservations, they've got a win. Then it's easy to keep testing headlines and images that might also do well.Target any combination of your AdWords account, campaign, ad group, and keywords directly in Optimize.The AdWords integration will be available for both Optimize and Optimize 360 and will be available to start using in the coming weeks. If you haven’t tried Optimize, you can get started for free here.  Why not ask your customers?We all need faster insights these days. That's one reason we added Surveys 360 to the Google Analytics 360 Suite last year. Surveys 360 lets you ask questions directly to a pool of 15 million real people as they browse the web or use their smartphone. The results arrive in days, or sometimes in just hours.Now, what if you could combine that kind of speedy real-world feedback with the wealth of data that you already have in AdWords? Then you could understand both what users do and why they do it.That's what we're announcing today: remarketing lists published in AdWords are now available in Surveys 360 for surveys targeting. That means you can survey the users on your remarketing lists to find out what worked best for them (or didn't).Want to know why shoppers abandoned their shopping carts? Ask them! Curious about how many customers converted due to your new free shipping offer? Ask them!Easily target your survey to remarketing audiences published in AdWordsThen change your marketing message on the spot to match what you learn. If your survey shows that the words "family friendly" are what brought customers to your hotel, you can [...]



Introducing Ads Data Hub: Next generation insights and reporting

2017-05-24T12:00:02.949-04:00

Mobile has fundamentally changed how we live our lives. With our devices never more than an arm’s length away, people can find, watch or buy anything at anytime. That’s why earlier this year we shared that we’re developing a new, cloud-based measurement solution for YouTube, designed for a mobile world. Today, we’re announcing the beta for this solution, Ads Data Hub, to help advertisers get more detailed insights from their campaigns across screens while also protecting user privacy.We are also announcing that Ads Data Hub is a solution not just for YouTube, but a tool that offers access to more data and helps unlock actionable insights across Google ad platforms, including the Google Display Network and DoubleClick. And with Ads Data Hub now in beta, we’re expanding who can use it.Built on infrastructure from Google Cloud, including BigQuery, Ads Data Hub gives advertisers or their preferred measurement partners access to detailed, impression-level data about their media campaigns across devices in a secure, privacy-safe environment. Data from other sources, such as a CRM system or marketing database, can be incorporated as well. With this full view, advertisers or their partners can analyze the data and draw out insights specific to their business.For example, if an e-commerce retailer wants to understand what the path to conversion looks like, they can bring additional online data about their customers into BigQuery, and Ads Data Hub will enable them to combine that data with their ads data so they can see what a typical journey is from first encountering a user until conversion.Consistent with our commitment to privacy, no user-level data can be removed from the secure Cloud environment. Impression-level data is only accessible for the purposes of analysis and generating insights. In the future, advertisers will be able to act on the insights they get from Ads Data Hub and buy media with greater precision.As an early alpha partner, Omnicom Media Group helped to define the solution and has seen significant value from both the amount of data available through Ads Data Hub and the broad set of analyses and custom queries that are possible."With the complexity of today's consumer journeys, we are seeing that marketers are looking to solve harder business challenges than ever before. Through our partnership with Google and our use of Ads Data Hub, we will be able to answer a broader range of questions and expand our analytical services." - Slavi Samardzija, Global CEO, Annalect, An Omnicom Media Group CompanyWith the shift to mobile, consumer behavior has changed for good. Marketers need tools to help them make sense of this new world, and Ads Data Hub is a key step forward. Posted by Geoff Samek, Senior Product Manager, Ads Data and Privacy [...]



Making marketing easier with new tools for productivity

2017-05-23T13:45:45.119-04:00

Mobile continues to raise the bar for marketers - as consumers increasingly reach for their smartphones to get things done, they expect fast and frictionless assistance. And to help them in these moments with more useful and personalized ads, you need scalable, easy-to-use tools that allow you to manage your marketing in smarter ways.This morning at Google Marketing Next, we shared the next generation of AdWords, DoubleClick and Google Analytics tools, each of them shaped by your feedback and built to help you work as productively and efficiently as possible.Below is a round-up!The new AdWords experience will be available to all advertisers by the end of the yearThe new AdWords experience marks the most powerful change we’ve made to how advertisers visualize and manage their campaigns in over 15 years. The redesign makes AdWords significantly easier to use to help you reach your unique marketing goals and get things done.Earlier this year, we previewed a few of the new tools and features in the new AdWords experience. This includes the new Overview page, which automatically surfaces relevant insights about your performance so you can take action more quickly.Here are some other new things to check out:Campaign creationBuild campaigns designed around your marketing goalsPerformance estimates     View performance estimates to help plan your display campaignsLanding page reportSee how your landing pages are affecting campaign performanceSince rolling out the new AdWords experience, we’ve seen some inspiring results. We see that pages load much faster -- on average, 20% faster. Customers like iProspect North also reported that the new design and layout saves them 30% more time when completing everyday tasks.Starting today, we’re rolling out the new experience to millions of additional AdWords accounts and it will be available to all advertisers by the end of the year. Get started by reviewing our Best Practice guide.Better together: Google Optimize and Google Surveys 360 integrate with AdWordsYour marketing workflows should be seamless and integrated, from managing media to optimizing your site and collecting performance insights. This allows you to easily apply learnings from one step to another and take action faster. With new integrations for Google Optimize and Google Surveys 360 with AdWords, you'll be able to test landing pages and gain insights about your ads more efficiently.Available globally to all advertisers at no cost, Optimize helps marketers test and deliver custom site experiences to improve performance. With the Optimize and AdWords integration, you can quickly and easily create new versions of your landing pages and then apply them to any combination of AdWords campaigns, ad groups, and keywords – no coding or webmaster required. For example, on a summer beachwear campaign, test whether a landing page that features an image of beachgoers performs better than one that showcases your latest swimsuit styles. Optimize will figure out which variation works best for your business and help you get more value from your AdWords campaigns.Surveys 360 makes it easy for anyone to create a survey, find a specific audience sample across the web, and generate results in just a few days. With the Surveys 360 and AdWords integration, you can easily target surveys to people in your remarketing audiences to help you understand the “why” behind how consumers react to your marketing. For example, ask customers what they thought was the most compelling part of your ad. Or, if you want to know what customers thought of t[...]



Bringing the speed of AMP to search & display ads

2017-05-23T12:26:46.007-04:00

Succeeding on mobile starts with getting the basics right. People choose brands that meet their needs instantly and seamlessly. That means no matter how great your site looks, if it loads slowly, users will leave and you’ll miss out.The open source Accelerated Mobile Pages (AMP) Project launched 18 months ago to help make the web better with faster experiences. Since then, we’ve been expanding how we surface fast-loading AMP pages on Google Search — starting with the top stories carousel and extending to organic search listings.Today we’re introducing two new ways to harness the speed of AMP to improve advertising performance. First, we’re launching a new AdWords beta that lets you use fast-loading AMP pages as the landing pages for your search ads. Second, we’re speeding up ads served across the Google Display Network by using the same technology that makes AMP pages so fast.Improving campaign ROI with lightning-fast AMP landing pagesWe’ve said before that the median page load time for an AMP page from Google Search is under one second. If that wasn’t already fast enough, last week we announced that these pages are now twice as fast. No wonder AMP has been so widely adopted – more than 2 billion AMP pages have been published from 900,000 domains. Advertisers like Johnson & Johnson, Toll Brothers and eBay have already seen increased engagement with their brand by directing people to AMP pages from organic search results.The new AdWords beta brings the performance benefits of faster mobile pages to search campaigns. Now, when advertisers link their search ads to AMP landing pages, consumers will get the fast mobile web experiences they've come to expect from AMP pages on Google Search. If you’re interested in participating in the beta, sign up here.“We understand the importance of speed in delivering effective advertising campaigns. That is why we're incredibly excited to apply the speed of AMP to our paid campaigns in AdWords," says ‎Aaron Cocks, Online Marketing Optimization Manager at Toll Brothers“Johnson & Johnson has seen great results in testing AMP with our product information pages. For specific pages, we've seen page speeds improve by 10x and engagement rates improve by 20%. J&J is looking forward to expanding our application of AMP,” says Paul Ortmayer, Head of Digital Analytics - EMEA, Johnson & Johnson allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/xWXS3LjjqPg" width="560"> Ensuring display ads are seen with AMPWhen ads load fast, people are more likely to see them. That means media budgets work more effectively and messaging strategies realize their full potential. Fast-loading ads also create better experiences for users.To make ad experiences on the web a lot better and faster, the AMP Project launched The AMP Ads Initiative last year. The Initiative applies the technology powering fast-loading AMP pages to ads.As of today, a significant number of ads shown on AMP pages across the Google Display Network are automatically converted and served in the new AMP ad format. We’ve found these ads load up to 5 seconds faster than regular ads even though the creative looks exactly the same. Ultimately, this ensures that your messages are actually seen by your intended audience and that the experience users have with your brand is seamless. allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/1KTeCJtpo4Q" width="560"> Speed matters. To meet the needs of today’s customers, you have to be fast[...]



Google Ads, Analytics and DoubleClick Announcements Keynote

2017-05-23T11:00:22.946-04:00

Welcome to the Google Marketing Next live stream! Tune in live at 9:00 a.m. PT/12:00 p.m. ET to learn about Google’s latest marketing innovations, the moment they’re announced.

Join the conversation at #GoogleMarketingNext.

allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/MmkRJqnQ2T8" width="560">
(image)



Powering ads and analytics innovations with machine learning

2017-05-25T17:17:38.593-04:00

Good morning, San Francisco! As the city starts to wake up, my team and I are gearing up to welcome over a thousand marketers from around the world to Google Marketing Next, our annual event where we unveil the latest innovations for ads, analytics and DoubleClick.A big theme you’ll hear about today is machine learning. This technology is critical to helping marketers analyze countless signals in real time and reach consumers with more useful ads at the right moments. Machine learning is also key to measuring the consumer journeys that now span multiple devices and channels across both the digital and physical worlds.It's a growing and important trend for marketers today, and will continue to shape how you build for success in the future.Below is a sneak preview of a few of the announcements I’ll be making. There are many more that I can’t wait to share with you. Be sure to tune in at 9:00 a.m. PT/12:00 p.m. ET.Hello Google Attribution, goodbye last-clickToday, we're announcing Google Attribution, a new product to answer the question that has challenged marketers for ages, “Is my marketing working?” For the first time, Google Attribution makes it possible for every marketer to measure the impact of their marketing across devices and across channels -- all in one place, and at no additional cost.With today’s complex customer journey, your business might have a dozen interactions with a single person - across display, video, search, social, and on your site or app. And all these moments take place on multiple devices, making them even harder to measure.Marketers have been trying to make attribution work for years, but existing solutions just don't cut it. Most attribution tools:Are hard to set upLose track of the customer journey when people move between devicesAren’t integrated with ad tools, making it difficult to take actionAs a result, many marketers are stuck using last-click attribution, which misses the impact of most marketing touchpoints. With Google Attribution, we’ll help you understand how all of your marketing efforts work together and deliver the insights you need to make them work better.Here’s how it works:Integrations with AdWords, Google Analytics and DoubleClick Search make it easy to bring together data from all your marketing channels. The end result is a complete view of your performance. Google Attribution also makes it easy to switch to data-driven attribution. Data-driven attribution uses machine learning to determine how much credit to assign to each step in the consumer journey -- from the first time they engage with your brand for early research down to the final click before purchase. It analyzes your account's unique conversion patterns, comparing the paths of customers who convert to those who don’t, so you get results that accurately represent your business.Finally, you can take fast action to optimize your ads with Google Attribution because it integrates with ads tools like AdWords and DoubleClick Search. The results are immediately available for reporting, updating bids or moving budget between channels.“Given today’s multi-device landscape, cross-channel measurement and attribution is indispensable for HelloFresh to have a 360º panorama of our customer journey and gives us the best data to make the best decisions.” - Karl Villanueva, Head of Paid Search & Display Google Attribution is now in beta and will roll out to more advertisers over the coming months. Mobile-local innovations dr[...]



Google I/O: New Ways to Put Customers at the Center of Your Apps and Payments

2017-05-24T16:58:58.526-04:00

I/O is a magical time at Google. Every year, thousands of developers gather in Google’s backyard to share new product ideas and learn about our latest innovations in computing.We’re meeting at an exciting time for the developer community. It’s a time when consumers have more choices than ever before—like where to shop, what to watch, which games to play and how to communicate with friends and family. Your product needs to stand out. You need tools to help your business grow. And you need to make sure your users are happy.We think we can help.This afternoon, my team and I will share 3 new innovations for developers to make it easy for users to pay for your services, build profitable businesses and grow your user base. Check out our live stream here.Enabling users to pay with GoogleStarting today, our suite of payment solutions will be expanding. The Google Payment API enables merchants and developers to turbocharge checkout conversion by offering your users an easy way to pay with credit and debit cards saved to their Google Account. Users will have multiple Google payment options at their fingertips, like a credit or a debit card previously saved via Android Pay, a payment card used to transact on the Play Store or a form of payment stored via Chrome. And they’ll be able to use these saved payment options in third-party apps and mobile sites, as well as on Google Assistant when they are on-the-go.Paying with Google for Panera Bread on Google AssistantFor users, this means faster checkout. Now they’ll never miss a deal because they’re stuck on a bus and don’t want to pull out their credit card in front of strangers. They'll no longer experience the pain of stumbling on a sale that ends at midnight when they’re tucked in bed with their credit card out of reach. Users can save time and headache by using credit and debit cards they’ve already saved to their Google Account whenever they see the option to pay with Google on supported apps or sites.For developers, this API is a significant innovation that can enable faster checkout, drive more conversions, increase sales and reduce abandoned carts—all with a simple integration. Learn more about our Google Payment API here. Earn more from your apps with the brand new AdMobPeople turn to their mobile devices throughout the day to shop, communicate and stay entertained. For developers, in-app purchases are one way to monetize. Ads are another way.AdMob was built to support the app ecosystem. With over 1 million apps across iOS and Android, AdMob has paid over $3.5 billion in ads revenue to developers. But there’s more we can do to help you succeed.Today, we’re introducing a completely redesigned AdMob. Rebuilt from the ground up, AdMob is now simpler to use and delivers richer insights about your users’ in-app experiences.Simpler to use: We’ve applied Material Design to all aspects of the AdMob look and feel to deliver an easy-to-use and intuitive experience across the entire platform—on mobile and desktop. You’ll get more done in less time. Below you can see how easy it is to pick an app that you’re monitoring, check out its key metrics and then quickly take action to fine-tune its performance.  Redesigned AdMob experienceDeeper insights: We’ve also integrated Google Analytics for Firebase into the core of the redesigned AdMob so you have quick access to the metrics that matter most for your business. Once you link your AdMob and Firebase ac[...]



Gain deeper insights with improved Quality Score reporting

2017-05-15T12:59:02.531-04:00

Effective ads connect people with the content that’s most relevant to them, right when they’re looking for it. In AdWords, you can assess how relevant your keywords, ads, and landing pages are by evaluating Quality Score and its components: expected clickthrough rate, ad relevance and landing page experience. Starting this week, we’re rolling out several improvements to Quality Score reporting that make it easier for you to get more visibility into these scores. New status columns for Quality ScoreWe’ve heard from you that the three Quality Score components available today through the keyword status bubble are super helpful. However, you need a way to review them at scale and easily share them. To save you time and help you make more informed decisions, we’re adding three new optional status columns to the Keywords tab for “Exp. CTR,” “Ad Relevance” and “Landing Page Exper.” Simply add these columns to your keyword reports to get a comprehensive snapshot of your keywords’ current scores.History lessons in keyword qualityTo improve campaign performance, it’s important to understand how changes to your account, like ad optimization, impact Quality Score. Starting today, you can view historical Quality Score, and its components, for all of your keywords to understand how they’ve changed over time. This data will be available via four new columns: “Qual. Score (hist.),” “Landing page exper. (hist.),” “Ad relevance (hist.)” and “Exp. CTR (hist.).”7 new columns for QS components are now available in keyword reportingThere are two important things to know about these columns:They reflect the last known score for the date range you selected. Note that historical data won’t be available for dates earlier than January 22, 2016.If you apply the "Day" segment to your Keyword reports, these columns will show daily values that reflect what your scores were at the end of each day.Updated Keyword report with historical Quality Score segmented by dayTo help you understand what this looks like, let’s take a look at the example report above, which is segmented by day. Let’s say it’s Feb. 10 and you want to see what the Quality Score was for your keyword “Oranges” from Feb. 3 to Feb. 8.First, notice the current Quality Score in the “Qual. Score” column, 3/10. This column will always show the current Quality Score, regardless of the date you’re reporting on.Next, you’ll see the new “Quality Scores (hist.)” column shows the last known Quality Score for the reporting period, 4/10, as well as the historical score for each day within that period.When there aren’t enough impressions or clicks to accurately determine a keyword’s Quality Score, like on Feb. 7 and Feb. 8, you’ll see a null Quality Score (“—”).Learn moreThese new Quality Score columns are also available at the manager account level. For Quality Score tips and best practices, read our guide to ad quality or visit the AdWords Help Center. Posted by Jon Diorio, Group Product Manager, Search Ads [...]



Find your next customer with new audience solutions for Search and Shopping

2017-05-01T13:12:52.778-04:00

Remarketing lists for search ads (RLSA) help you reconnect with people who’ve been to your website before, but engaging both new and loyal customers is just as important to your business. Starting today, we’re rolling out similar audiences for Search and Shopping along with Customer Match for Shopping to help you use your own data to reach the right customer with the right message. Find similar customersSimilar audiences helps you find people who share similar interests with your best customers, right when they’re searching for products and services like yours. This makes it easy for you to expand your reach by connecting you with more people who want what you have to offer. Imagine you’re marketing a hotel in Hawaii using RLSA, and you want to connect with summer travelers. The people in your “Recent Converters” list might be searching for things like ‘flights to Maui,’ ‘scuba classes,’ and ‘flip-flop sandals.’ Powered by Google’s machine learning, similar audiences uses these search trends to help you find people who are looking for the same things as your existing customers, even if they’re not on your remarketing lists.By connecting you with more qualified customers, similar audiences can help unlock new opportunities to grow your business. For example, you may discover generic terms work better with a similar audience applied to them. You can also use it as a bid modifier to be more competitive in a crowded auction, tailoring your bids to reach people who are more likely to buy.Fiat Chrysler Automobiles, a leading global auto company, used similar audiences for Search to increase conversions by 22%.“Similar audiences for search has helped us reach auto shoppers more efficiently while improving our ability to connect with them in critical moments throughout their purchase journeys. In less than two months, similar audiences for search delivered an 11% increase in clickthrough rate and 22% more conversions across our test campaigns.” - Amy McNeil, Head of Digital Marketing at Fiat Chrysler Automobiles US John Deere, a leader in farming machinery, used similar audiences for Search to drive a 300% increase in clickthrough rate. “We’ve been really pleased with the outcome of similar audiences for search after witnessing a 300% increase in clickthrough rate and a 31% increase in conversion volume. It’s been a huge help in reaching brand new consumers throughout the research and purchase process.” - Jennifer Cox, Agriculture & Turf Segment Manager, Property Care at John Deere  And video game retailer GameStop used similar audiences for Shopping to find customers who were 30% more likely to buy. “Similar Audiences helped us find new customers who are just as enthusiastic as the gamers who regularly visit our site. Since using Similar Audiences with our shopping ads, we’ve seen a 30% increase in conversion rate.” - Matthew Gordon, Multi-Channel Acquisition Manager at GameStop You’ll now see Search list size estimates for your similar audiences, letting you know how many people they can reach. These audiences can be applied to both your Search and Shopping campaigns. Learn more about similar audiences.Customer Match available for Shopping campaignsStart connecting with your most valuable customers as they shop on Google.com with Customer Match for Shopping campaigns, rolling out globally. By using your email lists, Customer M[...]