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Preview: Inside AdWords

Inside AdWords



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



Updated: 2017-01-18T09:00:04.674-08:00

 



Four resolutions for Shopping success in 2017

2017-01-18T09:00:04.683-08:00

Retailers like you are always looking for the best ways to promote your products and reach shoppers online, right when they’re looking to buy -- and throughout the past year, our mission with Google Shopping was to help you do just that. In 2016, we introduced a handful of new setup, feed, and campaign management features to help you make the most of your Shopping ad investments. In the spirit of self-betterment, we invite you to make this year your best Shopping year yet! Kick off 2017 by checking out a few of our most impactful new features, and resolve to put them into practice for the new year, and beyond. Get up and running on Google Shopping faster than ever before with e-commerce platform integrations. Last year, we announced partnerships with three major ecommerce platforms -- BigCommerce, PrestaShop, and Magento -- to make it easier than ever to get started on Google Shopping. If you’re using any one of these platforms (or if you’re thinking of using one of these platforms), these partnerships let you easily and automatically submit your product information to Google Shopping and quickly reach millions of new customers searching for what you sell. To learn more about how we work with these ecommerce platforms, visit our Help Center, or visit the BigCommerce, PrestaShop, and Magento sites.Show more of your products on Google by using high quality data. We know that creating and maintaining a complete and compliant data feed can be one of the most challenging parts of succeeding with Google Shopping. To make feed management easier, we’ve launched a variety of solutions to help connect your products to new customers -- whether you’re already running Shopping campaigns or you’re just getting started. Feed Rules help you make product data changes directly in Merchant Center without the hassle, like adding custom labels or transforming attributes into the correct format.Using the Google Sheets Merchant Center add-on and structured data markup on your site, you can automatically populate, update, and submit your product data to Merchant Center, making feed management a breeze. Merchant Center received a brand new look with a comprehensive Diagnostics dashboard that processes more quickly to give you a better snapshot of your product data across Shoppings ads, Dynamic Remarketing, Local Inventory Ads and other programs.We made updates to the Product Data Specification with the goal of helping you understand what product data Google needs to run your Shopping ads, including new structured data markup and GTIN specifications. Merchants who added correct GTINs to their product data saw conversion rates increase up to 20%. Grow sales and save time with a routine to keep up with daily campaign management. Using recent features to Shopping campaigns, you can actually spend less of your time making adjustments to focus on other priorities. Enable product status insight reporting columns and smart bidding strategies in your campaigns today. Product status insights and disapproval notifications in the products tab are your go-to columns to check on the health of your products. Did you have many out-of-stock items after holiday clearances? Some of those could still be disapproved. See which of your top performing products are no longer selling and how to fix them. Avoid missing out on missed traffic by keeping these top products eligible year-round. Adopting a smart bidding strategy like enhanced CPC (eCPC) to enable the flexibility for Google to adjust bids on individual queries. Just set your max CPC and have eCPC do the rest of the heavy lifting. eCPC adjust bids for individual queries with a high likelihood to convert all while balancing out bids for underperforming products, maximizing possible conversions. When first adopting a bid strategy, we recommend giving two weeks to let algorithms learn about your campaign before it can reach the peak optimization and performance. Reach even more customers by enabling shopping across borders. These days, shopping is truly global. To make shopping more efficient for shopp[...]



Reminder: Transition to expanded text ads before January 31, 2017

2017-01-17T10:02:25.240-08:00

This is a friendly reminder that starting on January 31, you’ll only be able to create and edit text ads using the expanded text ads format. You’ll no longer be able to create standard text ads. While this will be the last date to create them, existing standard text ads will continue to serve.Expanded text ads can deliver great results, particularly with a commitment to testing new creatives.As one of the top places people go online to search for apartments, Apartments.com knows the importance of having a strong digital presence. Wanting to provide renters with even more information about its listings, Apartments.com added expanded text ads to its Search campaigns. Apartments.com's results were strong across its campaigns. It saw 15% and 10% increases in CTRs for expanded text ads on mobile and desktop, respectively.While making similar improvements to your ads, keep these best practices in mind:Implement multiple versions of your ads. Aim for at least 3-5 per ad group.Leave your standard text ads running.  You can’t create new ones, but the old ones can still serve. Don’t delete them until they stop receiving impressions on their own or the message is no longer accurate.Plan to optimize your ad rotation for clicks or conversions. These options give preference to ads that are likely to perform better.Focus your testing on headlines. They’re the most important part of your ads.Consider shorter headlines on things like brand terms where someone might not need more info.Iterate new ads based on previously successful creative. Learn from what already works.Add terms from user queries and your keywords in your longer headlines whenever appropriate.Along with those best practices, remember that after January 31 you can pause and resume standard text ads, but it’s best to create new expanded text ads.As you prepare for expanded text ads to become the only way to create new text ads, check out our best practices guide for creating effective ads or our previously-hosted Hangout-on-Air for more advice. Take advantage of AdWords Editor, the AdWords API or the ETA Transition Helper to make these changes across your entire account.Posted by Senthil Hariramasamy, Senior Product Manager, Ad Formats [...]



A new guide to using audiences on Google Search in AdWords

2017-01-17T07:17:46.143-08:00

By using Customer Match and remarketing lists for search ads (RLSA) in AdWords, you can connect with valuable, returning customers. It’s a powerful way to link intent with context as people search on Google.

We’ve published a new guide that covers everything you should consider as you connect a user’s search with what you already know about them. It covers topics such as:
  • Powering search campaigns with audience insights
  • Maximizing engagement when applying your lists
  • Taking full advantage of other AdWords tools that work well with audiences
Learn how to supercharge your search campaigns using what you already know about your users.

Want to stay on top of even more Best Practices? Sign up to receive our monthly newsletter.
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A new guide to testing and experimentation in AdWords

2017-01-05T11:00:07.474-08:00

Digital marketing is always evolving. It’s crucial to evolve your approach as well. This ongoing process of optimization should be built upon a solid framework of testing and experimentation.

By using all of the tools available to you, including campaign drafts and experiments in AdWords, you can test and understand whether any proposed changes to your account will help you reach your business goals.

We’ve published a new guide that helps you understand whether any proposed changes to your account will help you improve performance. It covers topics such as:

  • Testing changes to your AdWords account
  • Creating experiments that produce clear results
  • Analyzing results to choose experiment winners


As you experiment with your own account, use this guide to take full advantage of AdWords campaign drafts and experiments.

Want to stay on top of even more Best Practices? Sign up to receive our monthly newsletter.
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Engage holiday shoppers with Promoted Places in Google Maps

2016-12-16T18:30:05.359-08:00

During the busy holiday season, on-the-go shoppers are using their smartphones to find the perfect stocking stuffers, festive decor and gifts for loved ones. In fact, 70% of smartphone users who bought something in a store first turned to their devices for information relevant to that purchase. One in four of them also used a map through a web browser or an app before making the purchase.1 This year, a number of brands are testing Promoted Places in Google Maps to showcase special offers and announcements to drive more foot traffic to their stores.Some users have started seeing a limited test of Promoted Places in the Google Maps for Android app. It integrates seamlessly with the browsing experience, where places of interest are visually marked with icons to help users orient themselves and explore the world around them. With Promoted Places, advertisers can improve awareness for their stores by branding their location icons with their logo. Clicks on a business’s logo will reveal promotions such as in-store sales or new products and services to help consumers decide where to go. They can also view the business’s place page to see store hours, check live updates to Popular Times, get directions, and more.“We’re looking forward to testing Promoted Places to help us deliver a more branded and customized experience on Google Maps. It will allow us to spotlight our latest products with the goal of driving more shoppers in-store to get the full M·A·C Cosmetics experience.”- Laura Elkins, SVP of Global Marketing“Innovation is part of our DNA and we’re continually evaluating meaningful and contextually relevant ways to connect with our customers. Staying top of mind, especially during the competitive holiday season, requires a mix of tried and true, including breakthrough strategies. Promoted Places in Google Maps can help drive incremental store traffic and promote Walgreens as a go-to destination for small gifts. This gives us a new and different way to highlight seasonal offerings through visuals and engaging copy. Combined with the breadth of our store locations in the community, this aligns with our goals of driving loyalty and giving customers more reasons to choose Walgreens for their holiday needs.”- Andrea Kaduk, Director of SEM & Social"With Promoted Places, we can enhance our presence on Google Maps and give users a glimpse of our brand and coffeehouses before they even get there. Having our logo on the map helps our locations jump out and promoting our favourite menu items gives people a reason to choose us."- Jamie McQuary, Senior Marketing ManagerThis holiday season, Promoted Places will help businesses stand out to busy shoppers in the moments they’re figuring out where to go. We’re excited to test new experiences that help consumers discover nearby sales and promotions and allow businesses to reach more people through Google Maps.  Posted by: Cynthia Johanson, Product Manager, AdWords 1. Google/Purchased Digital Diary: How Consumers Solve Their Needs in the Moment, May 2016, Smartphone users = 1000. Offline Purchasers = 696 [...]



Video campaign management gets easier with AdWords Scripts

2016-12-13T12:17:42.239-08:00

If you were wishing for an easier way to manage your video ad campaigns in AdWords this holiday season, the AdWords product team has the perfect gift picked out. Today we’re announcing AdWords scripts support for TrueView and six-second bumper ads.

This means for the first time ever, you’ll be able to programmatically create and manage video ad groups, targeting and other campaign features alongside your Search, Display and Shopping campaigns. The new script support is available for standard YouTube ad campaign types like TrueView in-stream, TrueView discovery and bumper ads – and we’re hoping to eventually expand functionality to additional campaign types like shopping.

Making this tool available for video means multi-step campaign management tasks will be much easier – like scheduling regular reporting, creating new campaigns en masse and even automating adjustments to campaigns based on real-time factors, like the weather.

To get started, check out the Help Center article to learn how to set up new scripts for your video campaigns.

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2 Step Verification - The ‘key’ to account security

2016-12-09T09:00:16.093-08:00

Passwords have historically been the gateway to accounts; however we’ve shown that some of the most common passwords and security questions are easy to guess, which leaves accounts potentially vulnerable to hijackers.Keeping our users and partners secure is a top priority for us and we continue to work hard to help you keep the bad guys out. 2-Step Verification (2SV) is one of the best ways to protect your account from hackers. 2SV combines both ‘something you know’ (like a password) and ‘something you have’ (like your phone or security key). Think of it like withdrawing money from an ATM/cash machine, where you need both your PIN and your bank card.Millions of businesses use our advertising service, Google AdWords to display their businesses in Search and improve their reach globally. As part of our commitment to our AdWords customers and to demonstrate how easy it is to adopt better security standards, we distributed 2SV security keys to 60 of our largest ad agencies across four countries (UK, Spain, USA, Mexico). The agencies found the keys to be a useful security feature and have implemented 2SV into everyday practices. Here’s the story of two UK ad agencies that piloted this program. allowfullscreen="" frameborder="0" height="315" src="https://www.youtube.com/embed/US9NkzopYG0" width="560">.../ Jellyfish is a full service digital marketing agency with offices in the UK, US and South Africa, and with over 250 staff, Jellyfish prides itself on its dynamic approach—responding to clients’ needs in an ever-changing digital landscape. Ranked the number one digital agency in the UK by The Drum Digital Elite in 2015, Jellyfish boasts an influential client roster including: Nestle, Motors.co.uk, Gatwick Airport, National Geographic, Zipcar etc.As an agency with paid search as its heritage, Jellyfish utilises Google AdWords to help clients run efficient campaigns and generate the maximum return on investment through search and display opportunities. With the bulk of its clients utilising AdWords accounts, Jellyfish wanted to establish good security practices. Richard Hartley, PPC Director at Jellyfish notes: “AdWords has been the most effective means of running campaigns for our clients. With so much data and personal information involved, we wanted to make the safety of these campaigns a priority.”Jellyfish consulted with Google’s Trust & Safety team on the best way to protect their clients. Tariq Mohammed, PPC Manager at Jellyfish notes: “Security is always of utmost importance to ourselves and our clients. Any of our accounts being hacked could have a massively harmful effect on our clients, and hence it is something we take very seriously. Anything at all that we can do to help safeguard the security of our clients’ data and spend will be grasped by Jellyfish with both hands.”Google provided 2SV via security keys, to all Jellyfish clients who were AdWords account holders. “Account hijackers are highly motivated and equipped. The best added protection for accounts is 2SV as it prevents unwanted, third party access,” says Zeyneb Temnenko, Accounts Analyst within Google’s Trust & Safety team. “Enabling 2SV will undoubtedly give Jellyfish the security needed to run clients’ campaigns safely without any concerns about unauthorised account access.”The introduction of the security keys has had a real impact on the Jellyfish team. “Having already rolled the 2-step verification across every single one of our AdWords logins, we already knew the great benefits of using features like the Authenticator app. Having a physical key that we could link to multiple AdWords accounts, even in the case of us not having our phones, helps us run the account easier,” says Hartley. “The security key emphasises deeper security culture and because it’s a physical device, our staff members are always conscious of it,” added Moh[...]



Save time by applying audience lists at the campaign level

2016-12-09T09:55:59.220-08:00

Reaching your most valuable and engaged customers at the moment they’re ready to act is critical in moving them along the path to a purchase. Remarketing lists for search ads (RLSA) and Customer Match can help you do that by customizing your campaigns for people who’ve previously interacted with your business. However, getting started can be time-consuming, especially if you have a lot of ad groups. To make it easier for you to manage your audience lists at scale, you can now apply them at the campaign level.  Campaign-level audience lists also make it easy to measure and change your bid adjustments. Instead of trying to change your bid adjustments for each individual ad group, you can confidently optimize at the campaign level where you’re more likely to have enough data to make an informed decision. Learn more audience bid adjustment best practices here. Many advertisers are already using campaign-level search audiences to save time and make better optimizations:“Campaign-level audiences have proven to be a great way to apply our remarketing lists at scale. Our campaigns often contain so many ad groups - using RLSA in the past required hours spent applying audiences to each one and analyzing the results by ad group. By applying them at the campaign level, we can be confident that no ad group is overlooked, while saving us time that can be better spent on helping our customers find their new home.” – Debra Carroll, Senior SEM Manager at Redfin “Being able to apply all of our audiences at the campaign level has drastically simplified the process of adding lists to multiple campaigns, as most of our campaigns have hundreds of ad groups. This allowed us to apply our bid adjustments in bulk, which has resulted in smarter spending and increased ROAS from our search campaigns.” – Nathan Eagan, PPC Specialist at WebstaurantWith campaign-level search audiences, you now have more flexibility than ever in how to engage with your customers. Learn more about using campaign-level audiences in the Help Center, and read our best practices guide to learn how you can reach the right audience with a message that resonates.   Posted by Bhanu Narasimhan, Director of Product Management, AdWords [...]



Keep the lights on to reach more shoppers this January

2016-12-07T09:00:01.260-08:00

Last week we covered how mobile has changed shopping behavior during Black Friday weekend. But its effects don’t stop there. Mobile is making it easier to find sales and great deals, encouraging shoppers to browse during traditionally lower traffic seasons; in fact, 22% more mobile shoppers visited retailers via Google in the January after the holiday season, than in the October before.1 For certain categories, like Furniture or Home & Garden, January visits increased up to 39% over their October levels.2 Optimize your strategy to keep your Google Shopping lights on for these savvy shoppers and start the year off with a bang. Categories seeing higher traffic from Google in January 2016 than October 2015 (UK categories available here) Optimization tips for key traffic-driving categories in JanuaryThere are five categories where retailers saw more traffic coming from Google in January of 2016 than in October 2015. If you sell products in these categories, use the following best practices to expand your reach to shoppers.1. Use click share to drive more engagement. Products in top positions may see better engagement from shoppers, especially on mobile. The following benchmarks highlight the mobile click share by category you’ll need to be competitive in reaching the top positions. To grow your click share, start by increasing your bids and ad relevance for your priority products. CategoryMobile Click Share Benchmark3Electronics19%Home and Garden26%Health and beauty30%Vehicles and Parts15%Furniture 22%2. Create a strategic seasonal campaign. Separate strategic products or items on sale with a separate campaign with a higher campaign priority. A separate campaign enables more flexibility in managing bids and budgets for these products without affecting the rest of your campaigns. 3. Use custom labels to create seasonal product groups. If you plan to sell high-value products in a given category, like winter accessories for vehicles and parts, use custom labels to create a segmented product group in your campaign. This way, you can specifically adjust the bids for winter accessories and then monitor the click share to reach top positions in Google Shopping results. 4. Remarket your products to previous shoppers. Increase the visibility of your products to shoppers who visited your site during the holidays but didn’t convert. Create a remarketing list of previous visitors who may have abandoned their carts at checkout. Chances are, these shoppers are still looking for the best deal available. If you’re having a clearance sale, highlight your lower prices to these shoppers as they continue to browse. Whether it’s to gear up for the winter or take advantage of clearance sales, these shoppers were eager to continue shopping online last January. Continue adjusting budgets, especially in categories that saw increased traffic last year to reach these shoppers in the New Year. For more best practices on driving a successful holiday season, visit the help center. Posted By Alex Chen, Product Marketing Manager, Google Shopping 1. Google Internal Data aggregate mobile traffic October 2015 and January 2016, US.2. Google Internal Data aggregate traffic by category October 2015 and January 2016, US.3. Google Internal Data October 13 to October 20, 2016 average click share for overall mobile campaign or product groups with a selection of products in top-level Shopping categories, Global. [...]



Connect with your most valuable customers over the holidays with Customer Match

2016-12-01T09:00:26.233-08:00

Consumer expectations are higher than ever before. And thanks to mobile, your customers are connected, informed and savvy– they’re becoming supershoppers overnight. As they go shopping this holiday season, it’s more important than ever to connect with your most valuable customers at the exact moment they’re looking for a gift.Customer Match makes this connection easy by helping you to engage these valuable holiday customers as they’re searching on Google, watching videos on YouTube, and checking promotions on Gmail. Making Customer Match even betterStarting today, we’re rolling out an easier way to manage your customer lists, giving you more flexibility in reaching your customers during the busy holiday season. Let’s say that you manage marketing for an online clothing store, and you’re interested in connecting with your active newsletter subscribers. To make it easy for you to keep this customer list up to date, you can now add and remove specific email addresses, or even replace your entire list without having to create a new one. Learn more in the Help Center.Customer Match delivers resultsBrands large and small are using Customer Match in different ways to boost performance:TurboTax created customized ads and landing pages to ease returning customers into the tax-filing process, decreasing its cost per conversion by 31% in the process.Guitar Center made product-specific customer lists and increased CTR by 60%.The Children’s Place re-engaged back-to-school shoppers with customized ads, increasing its return on investment (ROI) by 287%.One Click Ventures cross-sold eyewear across multiple websites and saw a 412% increase in conversion rate.Wine Enthusiast Companies combined Customer Match and RLSA to sell wine merchandise to its customer base, delivering a 3x higher ROI.Our partners make it even easier to get startedTo save you time before the holidays, we created an upload service to help you get started with Customer Match. We’ve partnered with Merkle, Sailthru, LiveRamp, PMG, Neustar, Epsilon and others to make the upload process turnkey. Some of these partners can even help you expand your customer lists and match rates, too.We’ve also partnered with Salesforce and Adobe, who have made it easy for you to upload your customer lists directly from within their customer relationship management platforms. If you’d like to learn more about these services, contact your Google account team.Understanding your customers and being present in the moments that matter to them is critical. Marketers who adjust their plans accordingly with tools like Customer Match will be positioned for a happy holiday season– and a successful 2017.Posted by Cedric Dupont, Group Product Manager, AdWords [...]



Shoppers Gobble Up In-Store Black Friday Deals On Mobile

2016-11-28T08:40:39.776-08:00

As another Black Friday weekend wraps, we saw supershoppers continue to turn to their devices for ideas and information as well as use them as a “door-to-the-store.” In fact, Black Friday had the highest mobile shopping searches of any day during Thanksgiving week this year. Thanksgiving Day was a close second, with searches peaking at 8:00 p.m.1Further, shoppers across the U.S. turned to mobile to not only find the best deals online but also to discover the best deals in-store: Rhode Island and Delaware had the most local shopping search interest  -- searches that contained “near me,” hours and stores -- of any states in the nation.2This strong link between the online and physical world lives beyond the holidays too, and store visits reporting in AdWords is helping advertisers understand it year round. In fact, in just under two years, advertisers globally have measured over 3 billion store visits. What else did we see in stores over the holiday weekend? Store foot traffic jumped 65% on Black Friday, compared to an average weekend day in November, showing that consumers still care about going into stores for holiday shopping. Clothing, toy, and electronic stores were all popular destinations. Clothing stores and toy stores saw more than double the foot traffic on Black Friday compared to an average weekend day in November.3Electronics stores were particularly popular, with more than double the foot traffic on Thanksgiving Day and more than triple the foot traffic on Black Friday, compared to an average weekend day in November.4 That makes sense given electronics, including the Nintendo Entertainment System and Sony PS4 Pro, are topping shoppers’ gift lists this year.5Popular Times feature in Google Maps: Live store foot traffic on Black Friday in Best Buy as indicated by pink barShoppers also spent more time in stores. For example, in electronics stores, they typically spent between 35 minutes and 1.5 hours on Black Friday compared to 25 minutes on an average day in November. Shopping malls showed a similar increase in visit duration compared to the average day in November.6 To get deeper insight into store visits performance, visit the AdWords Help Center and learn about two new distance and location reports coming soon that will help you understand where your store visits come from.Natalie Zmuda, Managing Editor, Think with GoogleElizabeth Fabiani, Product Marketing Manager, Google Shopping1. Google Search Data, U.S., apparel, home & garden, beauty & personal care, computers & electronics, gifts, toys & games, photo & video; mobile only, Nov 20162. Google Search Data, U.S., apparel, home & garden, beauty & personal care, computers & electronics, gifts, toys & games, and photo & video; search interest in "near me," "hours," and "stores"; local searches' popularity as a fraction of total shopping searches in that location, mobile only, Nov. 20163. Google Data, Aggregated, anonymized store traffic for Department, Clothing, Electronics and Toy stores, and Shopping Centers from a sample of U.S. users that have turned on Location History, November 4. Google Data, Aggregated, anonymized store traffic for Electronics stores from a sample of U.S. users that have turned on Location History, November 2016.5. Google Shopping Insights, U.S., all devices, Nov. 1 – Nov. 13, 2016.6. Google Data, Aggregated, anonymized store traffic for Electronics stores from a sample of U.S. users that have turned on Location History, November 2016. [...]



‘Tis the season, so make sure you have the AdWords app

2016-11-22T12:39:39.812-08:00

What an exciting time of the year. Supershoppers are out in full force, and your AdWords campaigns are ready for them. Last year, on mobile alone, conversion rates jumped 30% on Black Friday and 50% on Cyber Monday when compared to November 1.1

With so much at stake, the AdWords app is the perfect way to stay in touch with your campaigns while still enjoying time away from the office.

Tips for this holiday season

Here are some ways to stay in step with your campaign performance and make last-minute changes throughout the holiday season:
  1. Monitor your budget and bids daily to make sure you’re not missing out on key shopping dates
  2. Make changes to your holiday campaigns, such as pausing or enabling a time-sensitive promotional campaign
  3. Receive critical alerts and notifications, so you can be the first to know if your budget has run out or your ads have been disapproved
  4. Take advantage of opportunities by increasing budgets or bids to drive more profitable conversions in your top-performing campaigns
  5. Review daily performance metrics to understand how your campaigns are performing and if you need to make any last-minute adjustments

Get the app

The AdWords app is available for download on Android and iOS.





1. Google Analytics Shopping category data, Nov 1, 2015–December 14, 2015, United States(image)



Put a bow on your holiday app marketing with new innovations to find high-value users

2016-11-22T13:34:22.054-08:00

The holiday season is upon us, and millions of people around the world are looking forward to unwrapping their new devices and downloading their favorite apps. People have more choice in apps than ever before, making it critical for brands and developers to deliver useful and delightful experiences.We introduced the next generation of Universal App Campaigns to help marketers show your apps to the iOS and Android customers that matter most, based on your specific business goals. Today, we’re announcing three new innovations to make your holiday app campaigns more engaging and effective. Create immersive video ads magically with AutoDirectorPeople love watching video, and with 1B+ users around the world1, YouTube is the place they go to watch.Now, advertisers using Universal App Campaigns can easily show their app in action using sight, sound, and motion with AutoDirector --- a new innovation that automatically creates immersive and engaging video ads.AutoDirector gathers your app's description and ratings, selects the best images of your app from the App Store or Google Play, and even picks the music to give your app a soundtrack. Our machine learning models work behind-the-scenes to figure out which version of those videos gets more people to install and engage with your app across YouTube and the 1M+ apps in the Google Display Network.App promotion video created by AutoDirector for OLX, a Brazilian shopping appAdvertisers all over the world are using videos created through AutoDirector to help their dollars go further with Universal App Campaigns. According to Caio Ferreira, Performance Marketing Manager, OLX Brazil: "The new AutoDirector videos helped the OLX performance marketing team deliver 78% more conversions through AdWords ... Amazing!" Learn more. New ways to showcase your app on Google PlayPeople discover apps in a variety of ways, and nearly half of users find new apps while browsing on their phone’s app store2.Today, we are announcing a new ad placement in Google Play, exclusively for advertisers running Universal App Campaigns. As people browse apps in the Google Play Store, they may see ads in a carousel alongside other app recommendations. For example, we may suggest a new game like Tap Paradise Cove to users who install the YouTube Gaming app.Tap Paradise Cove recommendation shown to a user after installing the YouTube Gaming appWe encourage advertisers to monitor their campaigns as there may be some natural changes in performance and delivery as we roll out these new placements.Using Play data to find users who are likely to make a purchaseThere’s no better place to be than front and center on Google Play when users are in the market for related apps. But finding customers who are likely to engage with your app past the install is far more complex.Now, there’s an easier way to find these customers that matter most. Android developers who use in-app billing can now count in-app purchases as conversions in AdWords without any technical integration. Then you can use Universal App Campaigns to automatically find more of these valuable users who are more likely to make an in-app purchase in the future.Options for reporting app conversions with Universal App Campaigns in AdWordsAnd it doesn’t end there. Android and iOS developers can define any in-app actions that matter -- from beating a level of Tap Paradise Cove, to subscribing to HBO Now, to viewing an available hotel room on trivago -- and find new users who are more likely to take those actions. Advertisers can integrate in-app conversion data with AdWords through Firebase Analytics or other third-party measurement providers.There are 4M+ apps vying for users’ attention this holiday season. With these innovations,[...]



How Consumers Will Shop—and What They’ll Buy—This Holiday Season

2016-11-22T03:00:07.025-08:00

Smartphones have become consumers’ trusted shopping companions. Mobile shopping searches surged in 2015, passing desktop for the first time on Thanksgiving and Black Friday.1 This year, we see supershoppers continuing to turn to their phones for research and purchases.In fact, for many consumers, smartphones have become a “door-to-the-store.” And that is particularly true during the holidays. Seventy-six percent of people who search for something nearby on their smartphone visit a related business within a day.2As we head into the one of the busiest shopping weeks of the year, Google data reveals how consumers will shop and what they'll buy. Women purchase early while men play the waiting gameWomen drive the mobile web, searching for and buying products at twice the rate of men throughout the entire holiday season. The week of Christmas, however, men are more likely to complete their mobile purchases.3 Hatchimals and Nintendo top shoppers’ gift lists this yearConsumers are already on the hunt. Top trending product searches for the first two weeks of November include the Nintendo Entertainment System and Hatchimals -- that’s right, stuffed animals that hatch.4HatchimalsNintendo Entertainment SystemBaby aliveTrollsDji phantom 3 + 4Sony ps4 proCozmoPokemonNum NomsRC carsAnd while many shoppers can zero in on what they want, others search for inspiration and ideas. Last year, mobile searches related to "unique gifts" grew more than 65% compared to the 2014 holiday season, while mobile searches related to "cool gifts" grew more than 80%.5 On Black Friday, stores are most crowded in the afternoonAlthough Black Friday is often associated with early birds, store foot traffic typically peaks in the afternoon between noon and 4:00 p.m.6 But people are shopping all day long. Shopping searches on mobile remain steady throughout the day as shoppers take advantage of Black Friday deals and plan their trips to the store.7 New Englanders love a good dealThough Black Friday weekend is the rare retail event that pulls even reluctant shoppers into stores, some areas of the country are more interested in deals than others.By 10:00 a.m. on Black Friday, more than one-quarter of New England shoppers are already on the hunt for a good deal, having stepped inside a department store or shopping center. The rest of the country lags behind an hour.8 And the same is true on mobile: people living in New Hampshire search for more product-related deals than people in other states.9But even before stores open—and long after they close—consumers continue to shop. Last Thanksgiving, 59% of shopping searches on mobile took place before stores opened. Shopping continued well into the evening, with mobile shopping searches peaking at 8:00 p.m.10The way consumers shop and behave during the holiday season is rapidly changing, from the way they create their gift lists to the way they purchase. Shoppers are proving that both with their fingertips and their feet.For more data about mobile search trends and shopper foot traffic on Black Friday, check out our infographic “What Google Data Reveals About Black Friday Shoppers.”Natalie Zmuda, Managing Editor, Think with GoogleElizabeth Fabiani, Product Marketing Manager, Google Shopping1. Google Search Data, Nov. 2014 vs. Nov. 2015, U.S.2. Google/Purchased Digital Diary: How Consumers Solve Their Needs in the Moment, May 2016, Representative sample of U.S. Smartphone users = 1000, Local searchers = 634, Purchases = 1,1403. Google Analytics, aggregated, anonymized data from U.S. accounts that are opted into sharing benchmark data; mobile only, shopping vertical, Nov. 15, 2015 - Dec. 31, 2015.4. Google Shopping Insights, U.S., all devices, No[...]



Serve up the perfect message this holiday season

2016-11-18T12:11:23.454-08:00

Right now supershoppers are online, looking for great holiday gifts to give their family and friends -- from the coolest gadgets to the latest styles. In fact, 4 in 5 smartphone holiday shoppers use their phone during spare moments or while doing other activities.1 This means it’s important for you to be present wherever and whenever people are browsing their favorite apps and websites. To reach these consumers with a perfectly crafted message this holiday season, check out three of our latest display ad innovations:Deliver beautiful catalog experiences with Gmail adsDuring the holidays, shoppers look to their inboxes to get updates from their favorite brands. Now you can be there with beautiful catalog experiences that wow them. When people click on your Gmail ad, it expands to show up to four rich images or videos, with descriptions. For example, a beauty brand can show customers Black Friday deals on eyeshadow trios and matching eyeliner. These ads automatically adapt to any device, so people can scroll through your beautiful imagery wherever and whenever they’re using Gmail.A beautiful catalog experience in Gmail ads Customize your message with responsive adsIt’s easier than ever to keep your ads in tune with the season. We recently introduced responsive ads, which help you reach more people because they adapt to fit millions of websites and apps on the Google Display Network (GDN). Responsive ads also give you the flexibility to customize your message for the holidays -- without doing heavy lifting. Simply provide holiday-themed headlines, a description, an image, and your URL -- and Google automatically designs beautiful responsive ads that can run across the GDN. That means it’s a snap to add holiday promotions and seasonal products to your campaigns. iZettle, a payment technology company, used responsive ads and drove a 2x increase in conversion rate compared to text ads.Help customers find you with location extensionsWhen people know where to find you this holiday season, they’re more likely to stop by your business. Location extensions for display lets you highlight your address, Google Maps directions, and photos in your ad so you can turn online clicks into foot traffic to your store. The Home Depot used location extensions for display to reach consumers actively browsing their phones near the brand’s most popular stores, driving an 8X in-store ROI.It’s the most important time of the year for many businesses. Delivering the right message can mean the difference between customers choosing your business -- or another one. Whether you’re trying to drive sales on your website or bring people into your stores, we hope these innovations will help you tell your story and win more customers this holiday season.Posted by Brad Bender, Vice President of Display and Video Advertising1. Google/Ipsos, "Post-Holiday Shopping Intentions Study—Total Shoppers Report," base: used smartphone for holiday shopping, n=410, Jan. 2016. [...]



Introducing the AdWords Marketing Goals Website

2016-11-03T08:47:05.143-07:00

As marketers, you’re always looking for more effective ways to achieve business goals - from getting customers to discover your brand to encouraging them to buy something from your site, and everything in between. Today, we are introducing a new AdWords website that puts your goals front and center, and shows you which ads work best to accomplish those goals. You can also use this site to find info on our latest ad innovations, success stories from other marketers and best practices guides.For example, if you’re a multi-channel retailer driving foot traffic into your store, learn about Google solutions like ads with store directions that can help people find your nearest business location. Or if you just launched a new app and want to make sure the right people discover it, you can find best practices to get more high-value users to engage with your app. You can also draw inspiration from businesses like GrubHub that ran ads to connect with customers the moment they're searching for new apps in the Google Play store.Check back in on the site regularly as we'll continue to add content. Also, help us ensure that the site is as useful as possible by sharing your feedback. We look forward to hearing your ideas and suggestions. Posted by Anthony Chavez, Product Management Director, Advertiser Platform, Google [...]



The Year of the Supershopper

2016-10-19T06:00:00.154-07:00

We all have that friend - the one who somehow knows the latest brands, the season’s must-have products, and where to find the best deals at the snap of a finger. In years past, this friend was an enigma, making us wonder how does he (she?) do it?Today, we can all be that friend. With the ability to instantly discover, research, and purchase, shoppers around the world are more informed and more efficient than ever before - they’ve transformed into supershoppers seemingly overnight.But what defines supershoppers? And what does this mean for retailers trying to win them over this holiday season? Let’s find out.They Keep Their Options OpenLast year, more than 50% of holiday shoppers said they were open to purchasing from new retailers1. This is especially true online. More than three-quarters of smartphone shoppers who usually go to the same physical stores when they shop for products are very open to new retailers and brands online2. Why? Mobile makes it easy to explore all of your options no matter when or where you’re shopping. In fact, after searching on Google, 76% of mobile shoppers have changed their mind about which retailer or brand to purchase3.Mobile is Their MuseIt used to be that shoppers would thumb through catalogues or stare longingly at the holiday window displays, but mobile is now the super shopper’s go-to source for inspiration. Sixty-four percent of smartphone shoppers turn to mobile search for ideas about what to buy before heading into store4. And 1 in 4 mobile video viewers in the U.S. have visited YouTube for help with a purchase decision while they were at a store or visiting a store's website5.But shoppers aren’t only making purchase decisions, they’re discovering new brands and products along the way: more than half of smartphone users have discovered a new company or product when conducting a search on their phones6.They Want the Best - Not the CheapestIn July we learned that shoppers are on the quest for the best - and this still rings true more than ever today. Last holiday, mobile searches related to “best gift” grew 70% year over year while mobile searches related to cheap or inexpensive gifts grew about 35%7. They’re also willing to do the research to the make the best decision: on YouTube, mobile watch time for product review videos has grown 60% year over year8.But supershoppers don’t only want the best - they want personalized, unique, cool gifts. Mobile searches related to “unique gifts” grew more than 65% while mobile searches related to “cool gifts” grew a whopping 80%9.Mobile is Their Door to the StoreAlthough more and more people are willing to buy on mobile, we know that mobile is still used predominantly as a door to the store. In fact, 76% of people who search for something nearby on their smartphone visit a related business within a day, and 28% of those searches result in a purchase10.Once they’re inside your store, they expect the experience to be a seamless one: more than 40% of smartphone shoppers want retailers to automatically surface relevant information such as the location of the item in the store, a special deal or related products11.They Shop ‘Til they DropSupershoppers live up to their name as the holiday season progresses. From November through mid-December we see online conversion rates increase across devices. Last year, on mobile alone, they jumped 30% on Black Friday and 50% on Cyber Monday when compared to November 112.Here Are a Few Tips to Reach Today’s SupershopperGet your holiday campaigns in shape: Use a combination of search and video ads to reach shoppers across all their digital touchpoin[...]



Click-to-message ads bring a new and easy way to talk to customers

2016-10-17T23:15:03.130-07:00

If you’re inviting a friend to dinner or asking them about the best hotels in New York City, you’re probably doing it through mobile messaging. Nearly two thirds of smartphone owners use messaging more than five times a day to communicate with others.1 And people aren’t limiting their use of messaging to social communications - 65% of consumers say they’d consider using messaging to connect with a business to get information about a product or service, or to schedule an in-person appointment.2In the coming weeks, we’re introducing click-to-message ads to bring the efficiency and effectiveness of messaging to search ads. By setting up a message extension, you’ll give users an easy way to text you to start a conversation and continue it whenever is most convenient for them.Tapping on the texting option launches a user’s SMS app with a pre-written message tailored to the product or service they’re interested in. For example, if you’re a travel advertiser and someone messages you after searching for New York City hotels, they can send or edit your pre-written message text, “I’m interested in a reservation. Please text me back with more information.”Many advertisers are already using click-to-message ads to take advantage of a new and faster way to connect with consumers on mobile to increase conversion rates:"Click-to-message ads have proven to be a great way to help prequalified customers start the hotel reservation process in a way that is convenient and easy for them. They can text an agent to get questions answered, continue the conversation on their own timetable, and trade booking information before completing the final checkout over the phone or on our website. It's a seamless and streamlined process that helps increase brand trust. The conversion rate on message extensions is 41% higher compared to other ad extensions. Paired with customer support software, they’ve also allowed our agents to respond to requests in a more efficient and cost-effective way. ”- Gabe Thayn, Director of Search Marketing, TravelPASS Group"Click-to-message is a useful tool that allows consumers to engage with our business in a way that’s comfortable and efficient for them. They could be on their commute or in a rush, so they can text us quickly through click-to-message. It’s also a good medium to get questions answered that aren’t addressed on our website, or to reach us during hours when our office is closed. Our main performance objective is to help customers as much as possible - when we take care of their questions and needs in a helpful, relevant way, that leads to better business results."- Gavin Chan, Digital Marketing Manager, AnyVan"The results from click-to-message have been phenomenal and we've seen a 80% higher conversion rate when compared to other similar channels. We can now tap into an important consumer base that prefers to use SMS to learn more about our insurance products. Besides giving users a new way to get in touch with us, we feel this is by far the fastest and most cost-effective way to connect with them."- Gavin Parker, Paid Search Manager, Auto & General “We started testing click-to-message as soon as we heard about it. Text messaging is a popular medium of communication among young professionals and the opportunity to engage them through SMS is very exciting. We sell industrial equipment and supplies, which can be very technical. Sometimes customers don’t have time to talk over a web chat or phone conversation, but still need more information. Messaging helps simplify these exchanges and the customer response ha[...]



Google Shopping partners with ecommerce platforms to make selling online easier than ever this holiday season

2016-10-17T11:43:25.415-07:00

When it comes to attracting customers over the busy holiday season, showcasing your products online can help you get in front of more people, and many retailers already use ecommerce platforms to upload and promote their products online. Today, we’re excited to announce partnerships with three major ecommerce platforms -- BigCommerce, PrestaShop, and Magento -- to make it easier than ever before to get started on Google Shopping for the holidays, and beyond. If you’re using any one of these platforms (or if you’re thinking of using one of these platforms), our new partnerships let you easily submit your product information to Google Shopping and quickly reach millions of new customers searching for what you sell.Get up and running on Google in just a few clicksWith this direct integration, you can save time and extra work by using your existing BigCommerce, Prestashop, or Magento account to easily submit your product data to fuel a new Google Shopping campaign.With just a few clicks, your product information is populated in your Merchant Center account, helping you reach new shoppers on Google.com and other Google properties. This integration lets you:Find new customers, right where they’re searching. Connect your products to the customers who matter most -- the ones searching for what you sell.Easily display your rich product imagery and details. Put your product images, price, and other differentiators front and center, so that searching shoppers can easily find you.Get up and running quickly, minimizing your holiday workload. Use the product information you’ve already entered in your ecommerce platform without needing to submit this information separately to Google.Showcase your newest inventory. Roll out new products to Google Shopping, simply by adding products to your ecommerce store.Early successesWe’ve been testing this technical integration with our ecommerce platform partners, and have already seen impressive results from small businesses, brand new to Google Shopping.Peter Baseio, founder and CEO of baby product company Organic Munchkin, connected his BigCommerce account to Google Shopping to reach new customers with rich, visual ads. “Google Shopping allows our products to be listed in a visual format, increasing brand awareness for our niche market, as well as revenue,” said Baseio. “It has tripled our revenue stream, bringing in customers we never knew we had access to."Sam Gong, co-founder of Man Crates, used the integration to help tens of thousands of new customers find their unique assortment of gifts. "Google Shopping is an incredibly cost-effective way for us to reach new customers on long-tail search terms and recapture visitors that have found Man Crates through one of our primary marketing campaigns,” said Gong. “It's well integrated with BigCommerce, incredibly easy to setup, and easy to measure and manage on an ongoing basis. It’s an absolute no-brainer for just about any ecommerce business."Ready to get started?If you’re not using an ecommerce platform today, find out how to sign up for one by checking out the BigCommerce, PrestaShop, or Magento website. If you’re already using one of these platforms, visit our Help Center or the BigCommerce, PrestaShop, and Magento help pages to learn more.Posted by James Summerfield, Senior Software Engineer, Google Shopping [...]



AdWords Editor now supports mobile-first innovations, Gmail ad templates, and more

2016-10-05T10:00:11.026-07:00

The shift to mobile has happened. And as marketers on the frontline, you need tools that help you build mobile-first experiences at scale. AdWords Editor is here to help -- and just in time for the holidays. The latest version (11.6) includes support for universal app campaigns, Gmail ad templates, and much more.Universal app campaignsDevelopers and marketers know it’s not just about driving app installs, it’s about delivering valuable actions within your apps. AdWords Editor now supports universal app campaigns (UAC), which help you find the customers that matter most to you, based on your defined business goals. With UAC, you can find valuable users for your app across Google Search, Play, YouTube, and within apps and mobile websites on the Display Network. Create and edit universal app campaigns in AdWords Editor today.Gmail ad templatesWith Gmail ads, you can reach the 1B+ Gmail users around the world. Gmail ads provide a relevant way for you to connect with them as they're browsing promotional emails. AdWords Editor now supports Gmail image templates and Gmail single promotion templates so you can easily create, manage, and edit your Gmail ads, in bulk, alongside the rest of your ads.Expanded text adsAs a reminder, support for expanded text ads is also available in AdWords Editor. Expanded text ads provide more ad space so you can showcase additional details about your brand, products, and services. Check out our best practices guide for tips and tricks on writing compelling ads.Responsive adsResponsive ads adapt to the increasingly diverse mix of content types and screen sizes across the Google Display Network. You can now create and edit responsive ads in AdWord Editor.And more…The latest version of AdWords Editor also includes:Device bid adjustments allow you to maintain the efficiency of managing a consolidated campaign that reaches consumers across devices, while giving you more control to set individual bid adjustments for each device type.Enhancements to advanced search, including an easier way to create filters.Scheduled downloads to help you stay on top of recent changes and performance statisticsLearn more about these updates in the AdWords Editor Help Center or download AdWords Editor here.Posted by Blake Reese, Senior Product Manager, AdWords Editor [...]



Search ad innovations see strong momentum

2016-09-28T13:08:17.832-07:00

Consumer expectations for immediacy and relevance are higher than ever, and successful brands are those that connect with consumers in those critical moments — the I-want-to-know, I-want-to-go, I-want-to-buy moments. Based on our deep understanding of intent and context, we’ve built products like remarketing lists for search ads (RLSA) and Customer Match to help you be there and be relevant in those moments. Today, at SMX East in New York City, I’ll be sharing new insight into these ad innovations.RLSA gets even betterRLSA makes it easy to connect with customers who are already familiar with your business by allowing you to adjust your search ads, bids, and keywords based on their past activity on your website. Starting today, we’re introducing improvements to RLSA to give you more flexibility and help drive better performance:Reach your customers across devices. If someone visits your website on their laptop or tablet, you can now reach them with more relevant ads when they search on their phone.Keep site visitors in your list for 540 days. This longer membership duration makes it easier for businesses with seasonality or high consideration products to reach their customers.Add your remarketing lists at the campaign level later this year, making it faster and easier to use RLSA. This will work for Customer Match too.Since RLSA’s initial launch, advertisers like Intel, TransUnion and David Jones have seen tremendous results.Customer Match delivers results, especially when used with RLSACustomer Match helps you reach your highest-value customers across Google Search, YouTube, and Gmail. We’ve found that advertisers using Customer Match and RLSA in combination are seeing strong performance.At SMX East I shared this insight that we learned from many advertisers who are seeing great results. Wine Enthusiast, a retailer for all things wine, combined RLSA with Customer Match and saw a 3x increase in ROI compared to search campaigns that used keyword targeting alone.Demographics for search adsDemographics for search ads (DFSA) has started rolling out to all advertisers globally. DFSA lets you adjust bids for ages and genders, and even exclude them, to help you reach specific groups of customers, as well as report on how they impact your campaigns. Learn more.Let’s say you’re a clothing retailer, and the majority of your customers are millennials — DFSA can help you to reach this audience more effectively. For example, you might increase your bids for users ages 18 to 34 to drive more sales from this valuable group of consumers.Pairing insights like this with your search strategy can help you be there for your customers with the most relevant ad experience possible. Here are some advertisers who’ve seen success:"DFSA was clearly a product we wanted to implement on our top campaigns. Since applying bids based on age, we've seen big gains in efficiency and engagement: searchers that DFSA identifies as over the age of 45 have shown a 65% higher CTR and a 15% lower CPA." — Rene Rios, Director of Membership Development at AARP“With DFSA, we can concentrate our marketing dollars on the audiences most important to us. By employing bid modifiers for women ages 25 to 44, we saw CPA decreases of 25% in our campaigns compared to normal search.” — Ya-Yung Cheng, Sr. Director of Digital Marketing & CRM at Sylvan Learning Jerry Dischler, Vice President of Product Management, AdWords [...]



New digital innovations to close the loop for advertisers

2016-09-26T09:30:06.721-07:00

Mobile phones have created new ways for consumers to engage with brands, often blurring the physical and digital worlds. People research products online and go into a store to buy. They see a brand on TV and then go online to learn more. Or they watch mobile videos on their commutes that inspire them to book a trip when they’re back home on their laptops.However your audience engages, only Google has the scale and the tools to help you reach people in the moments that truly matter and measure impact across devices and channels.I look forward to sharing several new innovations with you on Monday morning at Advertising Week’s Times Center Stage -- all of which are designed to help you close the loop between television and digital, online and offline, and mobile and desktop.Close the loop between TV and digital with Brand Lift For the last several years, we’ve been investing in our Brand Lift product to show marketers how YouTube campaigns impact brand metrics like awareness and purchase intent -- throughout the entire consumer journey.Today, we’re extending the capabilities of Brand Lift to TV campaigns to show marketers how TV ads increase Google and YouTube searches for your brand compared to YouTube campaigns. From early tests, we've seen that YouTube generates almost 2x searches per impression than TV generates.1Brand Lift for TV requires very little set-up – you don’t even need to provide your media schedule. As long as you’re running Brand Lift on both a TV campaign and a YouTube campaign, we’ll be able to report the incremental searches for your brand."We are excited to see the work Google is doing to better understand the impact of video. Brand Lift now presents us with a way to specifically, credibly, and scientifically compare the effectiveness of cross media campaigns. This is interesting to Volkswagen as we move closer to measuring TV and digital platforms (like YouTube) on even ground." - Paige Parrent, Digital Media Manager, Volkswagen MarketingClose the loop between online ads and offline sales In addition to the interaction between TV, YouTube and online search, there is now a real connection between online ads and offline visits to stores: 30% of smartphone users who visit a website or app on their phones buy something in a store within 24 hours.2That’s why we’re introducing location extensions and store visits measurement for the Google Display Network -- to help marketers close the loop between online ads and offline sales. As consumers browse their favorite websites or interact with their favorite apps, you can reach them with ads that show your business address, Google Maps directions and photos. It’s a high-impact, immediate way to increase foot traffic to your store.For The Home Depot, location extensions for display ads reached consumers actively browsing their phones near the brand’s most popular stores, delivering an 8X in-store ROI. “Mobile location extensions for display really proved their worth very quickly,” says Umut Dincer, Director of Online Marketing for The Home Depot. “We're able to reach DIYers who are close to our stores and make a 'just-in-time' connection that brings them the information they really want in their I-want-to-buy-it moments.” [Full story]So how do marketers measure the impact of these online ads? Store visits for display measures the impact of your Display Network ads on actual visits to your store, hotel, auto dealership or restaurant. With the power of Goog[...]



Google delivers new app and video ad innovations for the mobile-first world

2016-09-14T04:00:08.046-07:00

When I started at Google 13 years ago, I was an ad tech engineer building products based on the idea that an online ad is only effective if it leads to a click and a purchase. It sounded simple at the time, but it’s revolutionized the way brands connect with consumers.Today, our industry is adjusting to another revolution, and it’s all thanks to the tiny device we carry with us everywhere we go – our phones. Throughout the day, when we want to go somewhere, watch something, or buy something, we reach for our mobile devices for help, whether it’s to find the best hotel deal or buy the perfect car. And billions of times a day, we find what we want on Google, YouTube, Maps, and Play. This morning at dmexco, a digital conference in Cologne, Germany, I announced two ad innovations that will help you be there in those moments, connecting the right consumers with what they want, when they want it.Go beyond the install and find your most valuable customersApps are ubiquitous with mobile and are an increasingly important touchpoint for consumers. To date, AdWords has delivered more than 3 billion app downloads to developers and advertisers.1 And I meet with many of you from around the world to learn about the creative ways you’re connecting with your users – it’s the best part of my job. One insight I keep hearing is that users who engage with your app are the users that matter the most to your business. It’s not just about driving installs, it’s about delivering valuable actions within your apps – whether it’s reaching a specific level in a game or completing a purchase. We set out to solve this challenge.At dmexco this morning, I announced the next generation of Universal App Campaigns, available globally to all advertisers. Across Google Search, Play, YouTube, and the millions of sites and apps in the Google Display Network, Universal App Campaigns can now help you find the customers that matter most to you, based on your defined business goals.trivago, a popular hotel search app, was one of the first to test this new version of Universal App Campaigns. The brand cares deeply about helping travelers find the perfect hotel room and knows that users who tap on a deal are more likely to take the next step: book a stay.Example of the user journey from install to viewing a deal on a hotel roomLike trivago, you get to choose the in-app activity you want to optimize for, whether that’s tapping into a deal or reaching level 10, and can use third-party measurement partners or Google’s app measurement solutions like Firebase Analytics to measure those activities. Once your in-app activities are defined within AdWords, you’ve plugged in your analytics solution, and set your cost-per-install, Google will put our machine learning algorithm to work. Universal App Campaigns evaluate countless signals in real time to continuously refine your ads so you can reach your most valuable users at the right price across Google’s largest properties. As people start to engage with your ads, we learn where you’re finding the highest value users. For example, we may learn that the users who tap into the most hotel deals are those who watch travel vlogs on YouTube. So, we'll show more of your ads on those types of YouTube channels.For trivago, Universal App Campaigns was able to find users who were more likely to click on hotel deals in app to book a room. As a result, the travel brand acquired customers who were 20% more valuable to [...]



Expanded text ads: more time to test and iterate

2016-09-13T15:02:49.237-07:00

Earlier this year, we introduced expanded text ads so advertisers can provide more information about your business right in your search ad. While many have seen great results with the new, longer ad format, some advertisers are still learning how to use it effectively.To make sure you have ample time to test and iterate your expanded text ads for the holidays, we are giving advertisers more time to upgrade your creatives.You now have until January 31, 2017, to make the transition to expanded text ads (instead of the original date of October 26, 2016). This means starting on January 31, 2017, you’ll no longer be able to create or edit standard text ads — you’ll only be able to create and edit text ads using the expanded text ads format. Existing standard text ads will continue to serve alongside expanded text ads. Expanded text ads can deliver great results, particularly for those who have invested in writing and testing new creatives. Please use this additional time to experiment with new expanded text ads of your own.Focus on quality through testingOver the last few months, we reviewed a lot of text ads data. It confirmed what we already know to be true: the quality of your ads matters. Extra characters don’t solve any performance problems on their own. It’s very important to be thoughtful and compelling with your additional headline and characters.To that end, consider these best practices as you move forward with expanded text ad optimization:Test multiple versions of your expanded text ads. Try different approaches with the new space your ads now have. Shoot for 3-5 new ads per ad group. Advertisers who test multiple creatives see better performance.Focus your testing on headlines. Headlines are the most important parts of your ads, and you now have an extra line to experiment with.Replicate what works in standard text ads in your expanded text ads. For example, if you mention pricing or use keyword insertion in a successful standard text ad, carry those over to expanded text ads.Consider shorter headlines on brand terms. Sometimes “Your Company’s Name - Official Site” might be all you need. You aren’t required to use all of your available characters. Test shorter ad copy, especially on terms where someone might not need a lot of additional info.Leave your standard text ads running until the new versions are consistently outperforming them. An expanded text ad isn’t guaranteed to be a winner simply because you have more characters. Leave your top performing ads running, regardless of their length.Review your pre-existing ads for previous success with longer headlines. Consider promoting description line 1 in a standard text ad to you new headline 2, especially if that ad performed well in the past.Making a smooth transition to expanded text adsIn addition to those tips, here are a couple of things that you should avoid:Don’t implement the same expanded text ad across many different ad groups. Your ads should be tailored to users’ searches.Don’t blindly insert a new second headline without changing the rest of the ad. Add content that is relevant to the query and fits well with the rest of the creative.Don’t write expanded text ads that lose their relevance to a user’s query. Remember that user query in your text.Example query: articles about college financingDon’t leave out specific benefits or attributes of your product that had proven to be enticing in t[...]



Gearing up for the holidays: how big brands plan to reach shoppers this year

2016-09-07T12:00:16.853-07:00

Mobile has forever changed the way people shop. A shopper's smartphone is there for them anytime, anywhere in countless micro-moments. The question for retailers is: are you prepared to meet these shoppers in the moments that matter most?Learn how best in class retailers are looking to be there and be useful to shoppers no matter where they’re discovering, researching or purchasing.Best BuyFor much of Best Buy’s 50-year history, what its customer really cared about was "Do you have the product and is it at the right price?" But today, customers want to know much more than that. They want to understand how products work together to make their lives better. For example, ‘how can I stream photos from my SLR camera onto my television?’To reach shoppers as they’re researching, Best Buy added all of their product information into mobile buying guides. They also worked with Google to surface their local store inventory within search so that customers know exactly which products are available in-store.Hear Greg Revelle, Best Buy’s Chief Marketing Officer, discuss how this mobile-first strategy helped Best Buy drive over one million store visits with Google last holiday season. allowfullscreen="" frameborder="0" height="366" src="https://www.youtube.com/embed/e3Vh2dTNQuI?feature=player_embedded" width="640">Williams-Sonoma Inc.Lifestyle icon Williams-Sonoma Inc. has always been a visual brand. But the brand has had to rethink the way it tells its story. Its catalog used to be the cornerstone of its relationship with consumers, but mobile phones are increasingly the new starting point for kitchen connoisseurs (especially millennials).In fact, the brand learned that 60% of millennials use their smartphone as a “sous-chef” for help in the kitchen, so Williams-Sonoma Inc. began creating videos to help customers’ in their most important cooking moments, such as ‘how to use a spiralizer.’Hear how Williams-Sonoma Inc.’s Chief Marketing Officer, Felix Carbullido, has developed customer-first strategies to increase the company’s mobile sales by 70% year over year. allowfullscreen="" frameborder="0" height="366" src="https://www.youtube.com/embed/EFlUk0ylBF4?feature=player_embedded" width="640">SwarovskiSwarovski has always been a go-to destination for holiday gift giving, but the brand learned through search data that there was a huge opportunity in connecting with consumers in more everyday moments when they're wondering what to wear on a date or how to accessorize an outfit for work.Since 50% of Swarovski's site traffic comes from mobile, the brand focused on developing mobile content that's visually rich and easy to navigate. The company's fun and interactive Style Finder offers ideas for how to accessorize an outfit for work or that special date night. It also allows the customer to dial-up or dial-down a look, depending on her mood.Since a large percentage of purchases still happen in-store, Swarovski uses Google’s local inventory ads to drive those inspired customers into their stores where they can try on a necklace or bracelet and complete the sale. In fact, local inventory ads are driving a 75% higher click-through rate than its standard Shopping ads.Learn how Swarovski’s team is using mobile to inspire and draw customers in-store store. allowfullscreen="" frameborder="0" height="366" src="https://www.youtube.com/embed/MzB6sLQcF5s?feature=player_embedded" w[...]