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Inside AdWords

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

Updated: 2016-10-26T02:06:16.797-07:00


The Year of the Supershopper


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 touchpoints. Ensure your products stand out by reading our list of optimization do’s and don’ts as well as our best practices for TrueView video ads.Be Present on Mobile: use mobile bid adjustments to ensure your brand is present no matter when people are shopping. For search campaigns, you can send mobile users to the right pages on your site by using mobile URLs in expanded text ads.Manage Your Bids Efficiently and Effectively: Use Smar[...]

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


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 has been very positive since they can post a question and follow up in their own time."- Ashar Mairaj, VP of Marketing, Global IndustrialMobile users have more flexibility than ever to choose how they want to connect with businesses. Through messaging, you can initiate valuable conversations with them by tapping into one of their most preferred modes of communication. Learn more about click-to-message ads by visiting the Help Center.&n[...]

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


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 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


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


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


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 Google Maps technology, we have access to the exact dimensions of over 200 million stores globally to deliver 99% accuracy in reported visits.3 Only Google can deliver this level of precision and scale. [Learn more]Close the loop across devices The final loop to close is the one across all the devices people use -- phones, tablets, laptops and everything in between. Today, we’re introducing cross-device remarketing for Google Disp[...]

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


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 its business across both Android and iOS.This is a major shift in how Google can help you grow your app business. We’re listening, and we’re no longer just focusing on the install. Our goal with Universal App Campaigns is to deliver user engagement and value for the apps you worked so hard to build.Turn consideration into action with TrueView for actionThe mobile revolution hasn’t just changed how we search or interact with app[...]

Expanded text ads: more time to test and iterate


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 the past. Test all of your benefits to find what works in the new format. Additional resourcesIf you’re still getting up to speed with expanded text ads, check out our best practices for creating effective ads. We’re also hosting an upcoming Hangout-on-Air to go over some of the considerations as you make this important transition.Here’s to a successful holiday season filled with great, user-friendly text ads - be they stan[...]

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


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="" 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="" 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="" width="640">***As we head into the biggest shopping season of the year, are you ready to give your shoppers everything they'll be looking for in their mobile micro-moments?Read our Shopping Micro-Moments Guide, which has more stories of how all types of retailers and brands are reaching consumers with useful information in the moments that matter.Then, head to our official Holiday Planning Guide for tips on how to get your product dat[...]

Fine-tuning the layout of search ads on Google Play


Google Play reaches more than a billion people on Android devices in over 190 countries — providing a platform for consumers to find the coolest new apps and enjoy the latest music, movies, and books.

We introduced search ads on Google Play last year to improve app discovery and help developers reach users right when they’re looking for new apps to install. It’s one of several platforms, alongside YouTube, and the Google Display Network, where developers can introduce your apps to high quality users. Developers all around the world, like GrubHub, have seen tremendous success in terms of reach and install rates with Google’s app promo products. See full story. We’re building on this momentum by fine-tuning the ads experience on Google Play to deliver even more growth for the developer community.

First, for app-specific searches on Google Play, ads in their current form will not be shown at the top of the page. Instead, the organic result for the app will show at the top of the page, followed by additional organic results and possibly ads for other relevant apps. So when a user searches for “Google Express,” she will see the organic result for “Google Express” without an identical “Google Express” ad above it. This change is part of our ongoing commitment to improve user experience and advertiser performance. We encourage developers to monitor your campaigns as there may be some natural changes in performance metrics as we roll out these updates.

Second, a relevant, additional ad will start to show on Google Play for some queries like “music streaming app” and “exercise app.” This new ad spot gives developers an additional opportunity to promote the apps you’ve worked so hard to build.

Innovations like search ads on Google Play have proven to be a useful way to surface new apps for consumers and provide additional value for developers. We look forward to building on this momentum with new tools and best practices to bring even more success to the developer community.

Track your goals with campaign groups and performance targets


AdWords provides powerful tools to help advertisers grow their business. For example, if you’re about to launch a new holiday campaign, you can use TrueView ads on YouTube along with banner ads on the Google Display Network to drive brand awareness and more holiday sales. To make it easier for you to track and forecast the performance of these campaigns against your advertising goals, we’re introducing campaign groups and performance targets.

Create a campaign group

You can now package AdWords campaigns (including Video, Display, Search, and Shopping campaigns) into a single campaign group. For our holiday example, set up your YouTube and Display campaigns, select “campaign groups” from the left menu, and group those two campaigns together to create a campaign group called “Holiday Launch”.

Set a performance target

Performance targets make it easier to monitor and reach your performance goals for each campaign group. Tell us how many clicks or conversions you want to receive, how much you want to spend, and what average CPC or CPA you wish to maintain. We'll then automatically show you a single view of how your campaign group is performing against those goals, and what we think you'll likely achieve by the end of the campaign period.


 Here’s an early success story for campaign groups and performance targets:

(image)   “Previously I needed to export all my campaigns into a spreadsheet, group them together, and create a pivot table simply to see how they are performing. With campaign groups & performance targets, we can much more easily see how our groups are performing relative to our goals, all from within the AdWords interface."
- Oleg Monakhov, Senior Lead Generation Manager at Wrike

Note that creating performance targets does not change how we serve your ads or optimize your campaigns. Instead, use it to evaluate whether or not your campaigns are working together toward your broader goals.

To learn more about campaign groups and performance targets, please visit our Help Center.


Shop the Look on Google


Ninety percent of smartphone users say they aren’t absolutely sure of the specific brand they want to buy when they begin shopping1 and nearly half of US readers consult blogs to find new trends and ideas2. To help people discover and explore products and brands in these I-need-some ideas moments, we’ve been focused on building ads experiences, such as Showcase Shopping ads and Shopping ads on image search, that drive discovery.

Last week, we launched a unique Fashion Week experiment which enables people to explore the world of fashion and shop products directly from curated, inspirational images on This week we are rolling out a new apparel and home decor experience for our retail advertisers called shop the look.

How it works:

Let’s say you’re looking for a new outfit to wear to a wedding. If you search for “cocktail attire”, you could see an image of a popular fashion blogger wearing a black cocktail dress, heels and sunglasses. You can shop those exact (or visually similar) products featured in the image by tapping through and exploring the relevant products shown in the form of Shopping ads. As with standard Shopping ads, retailers will be charged on a cost-per-click basis, and all impressions and clicks will be reported within existing Shopping campaigns.

The featured images that power the shop the look experience come from brands, bloggers, retailers and publishers, which are sourced from trusted partners such as, Polyvore and Curalate.

Get started

We're currently testing the shop the look experience in the US on mobile devices. If you’re a retailer and interested in showing your products within the shop the look experience, create a Shopping campaign and ensure you optimize your bids to show on mobile.

1 Consumers in the Micro-Moment, Wave 3, Google/Ipsos, U.S., August 2015, n=1291 online smartphone users 18+
2 AdWeek, Why Influencer Marketing is the New Content King, April, 2015

Introducing the new Google Merchant Center


Retailers have long been using Merchant Center to connect their product data to Google -- letting millions of shoppers find their products on, YouTube, and partner websites. Today, we’re excited to introduce an updated version of Merchant Center, which offers the same functionality you’re used to, with more streamlined navigation and easier access to additional Shopping programs.Navigate the new Merchant Center With updates to Merchant Center, you’ll see a fast, responsive new interface, aligned with the modern look and feel of the rest of Google’s products. We’ve changed Merchant Center navigation by bundling common tasks and actions. For example, you can use the new Home page to view recent announcements and dashboard data for your account, and you can find consolidated product feed and product data quality information under the Products page. For more information on navigating the new UI, visit the Help Center.Explore and enable Shopping programs in Merchant Center Merchant Center now lets you discover new ways to apply your data to promote and sell your products. Use Merchant Center to explore additional Google programs for your products, including Local Inventory Ads, Merchant Promotions, Product Ratings and more, while continuing to manage and configure your product data for Shopping ads.You can access the Merchant Center Programs page under the 3-dot icon. Continue exploring the various programs by selecting the Learn More option in each card, and express your interest in participating in a program by selecting Get Started.Updates to existing features: Feed Rules, Diagnostics, and Currency Conversions In addition to the user interface changes, we’ve updated some of our most-used Merchant Center features to improve speed and functionality, helping you get your products online more quickly:Feed Rules. In response to feedback we’ve heard from you, we’re updating Feed Rules to more closely align with how we see retailers commonly using the tool today. Change or update specific values. For example, you can update specific values of the color attribute while keeping other existing color values intact. Create new values by combining static values and/or values from different attributes in your feed. For example, you can add size type values to your product title values. Extract values from other attribute values. For example, you can populate a color value by searching in the description attribute for pre-selected values (blue, green, red, yellow) that will be suitable for the color attribute. Diagnostics page. We’ve increased the freshness of data in the diagnostics page. Now, the latest results from your feed uploads and product updates will be displayed in near-real time instead of twice a day -- meaning that you’ll have fresher data to update and optimize your product feeds. Currency Conversions. Last month, we announced that we were testing currency conversions, which allows you to convert the currency in your product data locally. With the launch of the new Merchant Center, we’re expanding this feature more broadly to let you easily advertise to users in other countries, while allowing you to continue using your existing website and landing pages without change. Learn how Berlin-based myToys is already using currency conversions to increase their sales abroad. Check out the new Merchant Center and feature updates by logging into your account at by Sven Herschel, Product Manager for Google Shopping [...]

Learn from Experts in the AdWords Community


The AdWords Community exists to help advertisers like you improve performance and share best practices. If you haven’t visited the AdWords Community in a while, you might be surprised by what you find. Over the last six months, we’ve made a number of exciting changes. From a new design to expanded content areas, the Google Advertiser Community continues to evolve and help you connect with our experts and improve your performance.Ask an Expert One of the most valuable resources you’ll find on the Community is the experts who frequent the forum on a daily (or even hourly) basis. These experts, part of Google’s Top Contributor program, have years of professional experience with AdWords and a passion for helping fellow Community members succeed.Most of our Top Contributors have an area of expertise. If you ask a question on the AdWords Community about account automation, you will probably meet Jon Gritton. Jon hails from the UK and runs his own AdWords agency. He is also one of our most tenured AdWords Top Contributors (he’s been answering questions on the forum since 2006!) and our resident AdWords Scripts expert. He has solved well over 800 questions in his time on the AdWords Community.An Improved Look and Feel We also wanted to improve the look and feel of the Community.Using Material Design, the Community now offers the same modern and intuitive experience that’s at the core of our favorite Google apps like Maps, Search, and Gmail. Managing your advertising isn’t something you only do at your desk, which is why we’re re-designing AdWords for marketing in a mobile-first world. The redesigned Community is also responsive and mobile-friendly—perfect for browsing and resolving questions on-the-go. Go Beyond AdWords Finally, we know that AdWords isn’t the only way to promote your business with Google. You can get information about other important Google products on the Community: Google Analytics, Google My Business, Google Partners and Google Small Business.Get Involved Anyone can join the Advertiser Community, post questions and find answers. Visit today to connect with other advertisers.   Julian Chu, Director of Customer Engagement [...]

New cross-device attribution reports and benchmarks


Consider this: 6 in 10 internet users in the US start shopping on one device but continue or finish on a different one.1 To help advertisers measure these customer paths that start on one device but convert on another, we rolled out cross-device conversions over three years ago. Using that same technology, we’re introducing three new reports in the Attribution section of AdWords to provide deeper insight into device usage along the full search conversion path.Devices -- see how much cross-device activity is happening in your AdWords accountAssisting Devices -- inform your device bid adjustments by learning how often different devices assisted conversions on other devicesDevice Paths -- examine the top conversion paths for your customers using two or more devicesAdvertisers in many industries around the world have already seen the impact of cross-device activity on last-click conversions. Today, we’re excited to share new search benchmarks that show the influence of cross-device activity across the full search conversion path.Source: Google AdWords Internal Data 2016 There are two main ways to take action on these new cross-device insights:Select a different attribution model beyond last click. You can select one of six different attribution models for each of your conversion types: last click, first click, linear, time decay, position-based, or data-driven. These attribution models apply to your search ads and take cross-device behavior into account. When you pick a new model, credit will be reassigned across the conversion path and your conversion stats will change moving forward. Check out our recent best practices guide for additional information. Update your device bid adjustments. The new Assisting Devices report can tell you how many conversions were assisted by clicks or impressions from different devices. The Mobile Assist Ratio shows how many conversions were assisted by mobile devices compared to the number of final conversions on mobile devices. For example, if your Mobile Assist Ratio for a campaign is 3.72, that means that for every conversion on a mobile device, 3.72 conversions on other devices were assisted by mobile devices. With this information, you can update your mobile bid adjustments. In the coming weeks, you'll find the new reports in Attribution under the Tools tab. We hope these new reports and benchmarks will help you measure the moments that matter on any device.  Posted by: Joan Arensman, Product Manager 1. Google / Ipsos Connect, March 2016, GPS Omnibus, n=2,013 US online respondents 18+ [...]

AdWords Editor 11.5 supports expanded text ads, mobile app engagement ads, and more


We’re introducing several updates to AdWords Editor, available today to all advertisers globally. This version includes support for expanded text ads and mobile app engagement ads, import/export and simultaneous posting for multiple accounts, and much more.Expanded text ads AdWords Editor 11.5 provides full support for expanded text ads. Expanded text ads offer nearly 50% more ad text for you to highlight your products and services before people even click into your ad. It’s important to take advantage of expanded text ads as soon as possible because after October 26th, 2016, you’ll no longer be able to create or edit standard text ads. AdWords Editor lets you create and edit expanded text ads at scale so you can easily migrate all of your standard text ads before this date. To help you get started, check out our best practices guide.Mobile app engagement adsMobile app engagement ads are a great choice if you want to help existing app users take action in your app. You can now create and edit mobile app engagement ads in AdWords Editor, making it easier to reach more of the right app users with the right message.Import, export, and posting for multiple accountsWe’re always looking for new ways to make managing accounts easier and more efficient. With this latest version of AdWords Editor, you can post changes to multiple accounts at the same time, import a CSV file into multiple accounts, and export more than one account into a single CSV file.Structured snippet extensionsStructured snippets let you highlight features of a specific product or describe the range of products or services your business offers. AdWords Editor now allows you to create and edit structured snippets at scale.and much more...AdWords Editor 11.5 also provides support for filtering by type when downloading campaigns, aggressive targeting optimization for mobile app installs campaigns, multi-column sorting, and enhancements to advanced search. You can learn more about these updates in the AdWords Editor Help Center or download AdWords Editor 11.5 here.Posted by: Blake Reese, Senior Product Manager, AdWords Editor [...]

Available today: three ad innovations for a mobile-first world


The shift to mobile is no longer happening, or will happen — the shift to mobile has happened. At the Google Performance Summit in May, we announced a completely new ad platform built from the ground up to help consumers and marketers succeed in this mobile-first world: expanded text ads and responsive ads bring to life the canvas you use to connect with consumers, while device bid adjustments provide more control and flexibility so you can optimize with greater precision.Starting today, these innovations will begin rolling out in AdWords to all advertisers around the world.Get started with expanded text ads Earlier this year, we removed right-hand side ads to improve the search experience and make it consistent across mobile, desktop, and tablet. This helped pave the way for the biggest update to our ad creative since we introduced AdWords more than 15 years ago.Expanded text ads are optimized for the screen sizes of the most popular smartphones and feature two headlines, each with 30 characters, and one long 80-character description line. That’s nearly 50% more ad text for you to highlight your products and services. Standard text ad Expanded text ad Our research shows longer ad headlines are more useful to mobile users because they provide additional information about your business before they click your ad. In fact, here are some early success stories from advertisers who have started using expanded text ads: “Working closely with our agency Adlucent, Guitar Center was one of the first to adopt expanded text ads. With the additional ad space, we’re now able to highlight our promotions and sales while preserving our core brand message — like we did for the 4th of July. Our non-brand campaigns alone have seen more than a 2x increase in CTR.” — Robert Spears, Digital Marketing Director at Guitar Center "Expanded text ads represent a tremendous opportunity for L'Oréal and our agency iCrossing. We’re now able to showcase the breadth and depth of our beauty products, and build brand love — all from a single ad creative. So far, expanded text ads have helped us deliver a 92% increase in click-through rate for one of our brands, compared to our old text ads.” — Kirsty Woolley, Multi Channel Acquisition Manager at L'Oréal Luxe “In such a competitive industry like telecom, it was critical for EE and our agency MEC to implement expanded text ads as quickly as possible. From the start, we utilized the additional ad text to tell a better brand story and provide more information for consumers. By combining our ‘50% faster network’ value proposition with details around EE’s competitive pricing and packages, we’ve been able to increase clickthrough rates by up to 79%.” — Sam Richardson, Digital Media Executive, EE “Kueski jumped at the opportunity to use expanded text ads and immediately implemented a strategy across our best performing campaigns. By highlighting the speed of our service, and safety and security of our platform, we were able to take advantage of the additional ad space and deliver amazing results, including an 18% increase in conversion rate for generic keyword campaigns.” — Rodolfo Orozco, User Acquisition Manager at Kueski It’s important for advertisers to take advantage of expanded text ads as soon as possible, especially with back to school and the holiday season right around the corner. To help you get started, we’ve published a best practices guide that walks through tips and tricks for creating and opti[...]

Get more powerful bid automation with new AdWords Smart Bidding


Efficient and effective bid management is a foundational component of any successful digital marketing program. Today, we’re excited to announce Smart Bidding, our new name for conversion-based automated bidding across AdWords and DoubleClick Search that reflects the powerful machine learning behind it.Making bidding smarter for improved performance Smart Bidding is built on Google’s deep experience using machine learning to power a wide range of products, including the Google assistant, automatic album creation in Google Photos, and AlphaGo, the first computer program to ever beat a professional player at the game of Go. Smart Bidding can factor in millions of signals to determine the optimal bid, and it continually refines models of your conversion performance at different bid levels to help you get more from your marketing budget.Even when it encounters areas with lower conversion volume, Smart Bidding's learning capabilities quickly maximize the accuracy of your bidding models to improve how you optimize the long-tail. It evaluates patterns in your campaign structure, landing pages, ad text, product information, keyword phrases and many more to identify more relevant similarities across bidding items to effectively borrow learnings between them.On top of its machine learning capabilities, Smart Bidding is built on three pillars, inspired by feedback we’ve heard from you about what’s important in a bidding solution:Precise bid optimization tailored to a user’s context Flexible performance controls that factor in your unique business goals Transparent reporting that provides clear insight into how your bids are performing  In AdWords, we have several innovations coming soon across these areas. Get a full overview of AdWords Smart Bidding here.New bidding signals that give you a richer view of user context AdWords Smart Bidding tailors bids to each and every auction across Google properties - this is what we call “auction-time” bidding. It allows you to register the wide range of signals that make up a user’s context in a particular auction, and includes signals like device and location, which are available as manual bid adjustments, plus additional signals and signal combinations unique to AdWords such as browser and language. We’re continuously exploring new signals to add to our bidding models that are impactful predictors of performance. These include recent additions like location intent and similar product attributes, and others like seasonality and price competitiveness that are coming soon. Learn more.Set device performance targets with Target CPA bidding Device is a major dimension in campaign optimization and new Target CPA with device performance targets allows you to set separate CPA goals by device. For example, if you’re a telecom advertiser who drives better lead quality from mobile due to higher conversion rates from calls and store visits, you can now set a higher mobile target CPA compared to other devices to account for this offline data. This will become available to all advertisers over the next few weeks across Search and Display campaigns.Bidding statuses and alerts brought to the forefront Transparent reporting available with AdWords Smart Bidding shows you exactly how your bid strategies are performing and immediately flags issues that require your attention. This includes new bidding-specific alerts, which are available now, and rich performance reporting for campaign-level bid strategies that are currently rolling out. In the coming weeks, we are also integrating bidding statuses f[...]

Simplifying conversion measurement: saying goodbye to "Converted clicks"


Conversion tracking was introduced to AdWords in 2001 to measure what happened after someone clicked on your ad. The ability to know whether or not people completed a desired action on your site meant that you could determine which keywords, ads and campaigns were the most effective. The original conversion measurement metric was very basic - simply reporting whether an ad click led to any type of action on your site. That outdated metric is called “Converted clicks” in AdWords today.In the 15 years since the introduction of conversion tracking, multiple improvements have been made to measuring and attributing conversions. Notably, the “Conversions” column family now offers the full picture of how many conversions AdWords drives for your business. In order to simplify things, ”Converted clicks” will soon be retired, with “Conversions” becoming the default way to measure valuable actions for your business.“Conversions” is the ideal way to measure these valuable actions, and most advertisers already use “Conversions” as their primary reporting and bidding metric.“Conversions” are capable of measuring behavior that spans multiple conversion events or multiple clicks. For example, “Conversions” can take advantage of non-last-click attribution models and different counting options. Additionally, they can measure important, mobile-centric actions like cross-device conversions and store visits. “Converted clicks,” on the other hand, can do none of that. For those reasons and plenty more, “Converted clicks” will not be supported past September 2016.If you’re already using “Conversions” for reporting and bidding, no action is required. However, if you use Target CPA or Enhanced CPC and your primary bid metric is set to “Converted clicks” at the present time, you should plan to update to “Conversions” by September 21st. We’ve put together a simple migration tool if you’re automating your bidding based on “Converted clicks” which we will be sending via email to affected accounts. Of course, you can always update your settings manually.The Conversion bid metric setting in AdWords will be retired in September If you rely on the “Converted clicks” reporting column to make bidding and budgeting decisions then you should also move to “Conversions.” This column can be configured to report similar numbers to your “Converted clicks” column, though you should review your setup to make sure you are counting the actions that matter most to your business. “Conversions” can give you everything “Converted clicks” does, along with much more.If you’re in need of updating, there are a few considerations as you make the change:Choose which conversion actions that you measure should be included in the “Conversions” column. Other actions can still be measured in “All conversions” Determine whether to count multiple instances of a conversion after a click or only one Customize your conversion windows and values (if necessary) Review your cross-device conversion numbers, which will be included in the “Conversions” column starting in September Download any historical “Converted clicks” reporting stats that you want to keep You can adjust settings for each of your conversion actions in AdWords Proper conversion counting is important, and it’s something that’s imperative to get right as online behavior evolves. Please read our Help Center for further information about this upcoming change.  Posted by Tal Akabas and Frederik Kemner, Produ[...]

Surface your videos when viewers are looking for what to watch with TrueView discovery ads


Think about the last YouTube video you watched. How did you find that video? Did a friend send it to you? Did you click a link from a blog or social media? Or did you do what millions of YouTube users do every day and head to YouTube to find something to watch?To win over users who are choosing which video to watch, we built TrueView discovery ads (formerly known as TrueView in-display) – a format tailored specifically to helping users discover your brand content. And today we’re not just changing the name – we’re supercharging TrueView discovery ads with more relevant ads on search results pages and full inventory coverage across the YouTube app. This means that for the first time ever, TrueView discovery ads will appear on mobile search results. And thanks to our changes to search ad relevance, our experiments show an aggregate 11% increase in CTR.TrueView discovery ads are such a powerful format because they deliver high engagement – when viewers click on your video, that’s a strong signal that they’re interested in your brand. It’s why on average, users view one additional video from your brand within 24 hours of watching your TrueView discovery ad.1 This format is built for winning over your audience, and guiding them to your content when they’re searching for something great to watch.Since TrueView discovery ads capture your audience when they’re leaning forward, we see on average TrueView discovery ads drive over 5x more clicks on advertiser-provided calls to action than TrueView in-stream. They’re also great for promoting your longer form content.Advertisers like Benefit Cosmetics are using TrueView discovery ads to amplify their branded content. In a recent campaign, they used the format to reach viewers as they searched and browsed the latest brow trends. “We wanted to insert ourselves in a way that felt natural and really drove our brand and DNA, but also be incredibly useful to the customer when they’re looking for us,” said Nicole Frusci, Benefit’s vice president of brand and digital marketing. By serving up relevant content on YouTube search results and on related video watch pages, Benefit was able to boost subscriptions to their channel by 20% and drive an additional 663,000 earned views on top of their 1.2M paid views.But why read all about what makes TrueView discovery ads so great when you can watch a video instead? Take it away Josh: allowfullscreen="" frameborder="0" height="366" src="" width="640">These changes will roll out in the next few weeks – keep an eye out in Adwords or DoubleClick Bid Manager – so you can start engaging your most qualified audience at key moments of discovery across YouTube.Posted by Nicky Rettke, Group Product Manager, YouTube Ads 1. Google internal data, global, analysis based on channels with at least 10,000 organic and ad-driven views, Jan-Feb 2015. [...]

Measure the true value of calls with imported call conversions


Mobile click-to-call has made it easier than ever for consumers to connect with businesses over the phone. And growth in call volume shows no signs of slowing down. In fact, calls to businesses from smartphones are predicted to reach nearly 162 billion globally by 2019, a 73% increase from 2015.1 Even though calls are a major source of conversions for many businesses, it can be challenging to measure a consumer journey that starts online from a search ad and ends with an offline conversation. Today, we’re announcing imported call conversions to help advertisers attribute revenue from phone calls back to their AdWords campaigns more accurately. This will roll out to all advertisers over the next few weeks.Know which parts of your campaigns drive the most valuable calls Previously, advertisers have been able to measure call conversions using call length. For example, a travel advertiser may identify that calls resulting in new bookings typically last for at least one minute and set that as the minimum duration required to count a call as a conversion.Imported call conversions now allows you to go a step beyond call length and measure the true conversion value of paid calls from mobile click-to-call ads or your website. You can also distinguish between various types of customer actions that you may value differently. For example, the travel advertiser might assign revenue amounts to different call types like new bookings, rate requests, service calls, and customer upsells to a larger trip package. With insights gathered from imported call conversions, they can then automatically optimize keyword bids to drive more valuable calls using Target ROAS automated bidding.Companies like Nationwide and are already using imported call conversions to better measure and optimize for valuable calls:“As Nationwide’s agency partners, driving qualified insurance prospects to its call center is a priority to effectively convert new customers. Until now, we haven't been able to maximize Nationwide’s presence in search because we couldn’t tie call revenue back to individual clicks. Imported call conversions takes AdWords measurement to the next level and we can now import actual policy sales driven by calls directly into AdWords. With this data, we can make better decisions about where to spend marketing budget, keyword bids & positioning, and campaign optimization. Even though it's still early, since including imported call conversions into campaign optimization, we’ve been able to increase spend on top-performing, call-driving terms by nearly 3x. This has even helped us identify new keyword expansion opportunities from search queries we wouldn’t have otherwise found without increasing our investment backed by imported calls data.” -- Jordan Jones, Associate Director of Performance Digital, UM"Many customers have questions about our product selection or want to place an order directly with a sales rep, so we make it easy for them to call us from our ads and website. Imported call conversions brings our AdWords calls measurement a big step closer to fully closing the loop between our offline call center data and our online metrics. We have a better understanding of how calls from AdWords ads are driving revenue, and will be able to use these insights to make more informed decisions when it comes to budget allocation and campaign optimization." -- Jeff Loquist, Search Marketing Manager at ShoppersChoice.comWhat you need to successfully import call conversions [...]

Automatically counting cross-device conversions for a more accurate and complete view of performance


While consumers are living mobile-first, they’re also moving seamlessly between multiple devices to find what they need in I-want-to-know, I-want-to-go, I-want-to-do and I want-to-buy moments throughout the day. In fact, 61% of internet users and over 80% of online millennials start shopping on one device but continue or finish on a different one.1 We introduced cross-device conversions three years ago to help marketers fully measure multi-device consumer journeys that start with an ad click on one device or browser and end with a conversion on another. Last year, we also made cross-device conversions more actionable by allowing them to be included in the Conversions column and integrated into your automated bidding and attribution models.Your cross-device conversions will soon be included in the Conversions column automatically to give you the most complete view of performance possible and help you measure the full value of mobile. This will begin rolling out to advertisers starting September 6, 2016. The setting to manually include cross-device conversions in the Conversions column will no longer be available. After August 16, 2016, new AdWords accounts will include cross-device conversions in the Conversions column as the default.Advertisers across the world and in different industries have measured up to 16% more conversions on average by using cross-device insights to get a more accurate and comprehensive view of performance. Here are stories from advertisers who have improved performance by accounting for cross-device conversions: Lighting New York, a residential and commercial lighting retailer, has included cross-device conversions as a critical metric for their campaigns and automated bidding. Says Aaron Covaleski, Director of Search Marketing, “Cross-device conversions allows us to fully value mobile traffic and deliver a more aggressive marketing strategy. Armed with this data, we drove 50% year over year growth during our busiest Black Friday and Cyber Monday periods last year. We also strengthened awareness for our brand, and this was reflected in branded searches doubling across mobile and desktop.”HomeClick, an online retailer of home improvement products, has measured 7% incremental conversions when including cross-device data. As a result, they’ve increased their mobile presence and included mobile clicks in attribution modeling to optimize against a more holistic view of the consumer journey. They’ve also integrated cross-device conversions into their automated bidding. Together, these changes have helped generate 60-70% growth in revenue. According to Matthew Hardgrove, Director of Marketing, "Cross-device conversions helps us understand the greater impact of mobile on our website performance. It provides us with information that has allowed us to open up new opportunities and gain market share from our competitors on a segment of traffic we previously undervalued."For Ringling Bros. and Barnum & Bailey Circus, its target audience typically converts on desktop, but they also see multiple touch points before then with billboards, radio, TV and most importantly, mobile. “Without cross-device measurement, it’s hard for us to really understand the full customer journey,” says Sam Gomez, VP of digital marketing at Feld Entertainment, Ringling Bros.’ parent company. It used cross-device tracking in AdWords to prove that mobile is a major contributor to driving conversions, and justify doubling down on their mobile strategy.[...]

Showcase your services and range of products with price extensions


Whether it’s weekend baseball tickets or temporary storage space, people want to know what their options are and how much they cost before deciding what to buy. That’s why we’re introducing price extensions: additional information that can show with your mobile text ads, showcasing your services and range of products, and how much they cost.Drive qualified clicks Price extensions show as multiple rows, providing valuable information to your prospective customers before they click on your ad. Each row features a type of product or service, its description and price, and a link to a relevant landing page. This structured way of highlighting information makes it easier for people to compare their options and decide if they’re interested in your products or services — right from the mobile search results page. “Our mission is to help consumers find the right unit for their self-storage needs, so we were incredibly excited to see the success of price extensions in our campaigns. By including the unit sizes and prices customers can expect before visiting our website, we've seen an 18% lift in CTR when price extensions show with our ads.” — Mike Smith, Sr. Marketing Manager at Extra Space Storage Price extensions can also co-trigger and be used effectively in combination with other ad formats, except sitelinks. For example, if you’re already using call extensions to help drive customers to your hair salon, you might create a price extension for your most popular services, like “Women's haircut,” “Men’s haircut,” and “Kid’s haircut.” Highlighting the price of each service might convince people to call and make an appointment, without needing to visit your website.Getting started You can manage, schedule, and report on price extensions from the Ad extensions tab. Since price extensions can be added at the account, campaign, or ad group level, you can provide more general information about your products and services at the account or campaign level, and more detailed information at the ad group level.In this salon example, you could add price extensions for “Haircut,” “Hair Coloring,” and “Treatment” to campaigns containing more general keywords like hair salon or hair stylist. Or add price extensions for specific services at the ad group level to support more specific keywords like men’s haircuts or balayage salon.For time-sensitive offers like promotions and sporting events, you can create multiple price extensions with corresponding start and end dates to ensure your prices remain accurate. However you plan to use price extensions, make sure the information is relevant to your keywords and consistent with the types of products or services you’re advertising. Keep in mind you must include a minimum of three entries for each extension, up to a maximum of eight. We recommend adding as many as are relevant to your business.Learn more Price extensions will be rolling out to all AdWords accounts over the coming days. Please note this extension can only be created in English and will only show with mobile text ads in position 1 at this time. You can learn more about price extensions in the AdWords Help Center.  Posted by Senthil Hariramasamy, Senior Product Manager, AdWords [...]

More prominent reporting helps you monitor the health of your automated bidding


Automated bidding in AdWords is an invaluable tool that helps marketers save time and improve performance. Powered by Google’s machine learning, it optimizes bids at scale for each and every auction and factors in a wide range of signals to help you tailor bids to a user’s unique context. In 2015, we announced a series of new reporting features in the Shared Library to provide greater transparency into automated bidding performance. We’re now bringing bidding insights front and center to the places you spend the most time in AdWords with three new features:New alerts that immediately flag bidding issues Bid strategy statuses that appear directly in your campaign and ad group status columns Rich performance reporting for standard bid strategies set at the campaign-levelNew bidding alerts help you troubleshoot issues New alerts are now available specific to automated bidding to help you identify and resolve issues as quickly as possible. We’ve started with alerts that flag when your conversion tracking settings are “misconfigured” and will roll out additional alert types in the future. For example, you may see the “Misconfigured” alert if you use a bid strategy like Target CPA that optimizes for conversions, but have your conversion tracking turned off or haven’t added a conversion action to your primary Conversions column.Bidding statuses get integrated with campaign and ad group statuses In the coming weeks, we’re also introducing bid strategy statuses to the main campaign and ad group status columns to increase their visibility in your day-to-day workflows. For example, if you have bid limits that are preventing your bids from being fully optimized, you’ll see the “Eligible (Limited)” status right in your main status columns.These will be the updated status types that can be applied to your automated rules and saved filters and reports: Status What’s changing Eligible No change Eligible (Budget limited) Renaming the current “Limited by budget” status to be more consistent with other status types Eligible (Learning) New status type for automated bidding Eligible (Limited) New status type for automated bidding Eligible (Misconfigured) New status type for automated bidding  Rich performance reporting arrives for standard bid strategies We’re also expanding reporting capabilities available for portfolio bid strategies to standard bid strategies set at the campaign-level. These reports are rolling out over the next few weeks, and you can access them from the “Bid strategy” dropdown menu in the Campaigns tab to track how changes in your bidding status and targets impact performance over time.Visit the Help Center and check out our best practices to learn more about automated bidding. For more details on how auction-time bidding technology works in conversion-based bid strategies, read this full guide.  Posted by: Jonathan Wang, Product Manager, AdWords Bidding [...]

Making Travel and Shopping Easier for the Seasons Ahead


While most of us are busy making the most of the summer sunshine, marketers are already beginning to think about the coldest (and busiest) months of the year--the holidays. October through December are traditionally the biggest months for both travel and shopping, and this year we expect mobile to play its biggest role ever. In fact, mobile travel and shopping searches are already up nearly 30% year-over-year.To help marketers and on-the-go shoppers alike, we’re introducing a number of new features to make travel planning and mobile shopping easier ahead of the upcoming holiday season.Finding the Perfect Hotel and Flight for Your Trip Mobile is a big part of how people plan travel. Visits to mobile travel sites made up 40% of total travel web traffic in the first quarter of this year.1 At the same time, individual travel web sessions are becoming shorter and travel mobile conversion rates have grown 10% as users are increasingly ready to book on mobile.2 To help with planning and booking travel ahead of the busy holiday season, we're making it easier for people to find the right flight or the right hotel, in their price range, and in turn, help connect our partners with potential customers.Hotel Smart Filters: We’ll now give people the option to filter Hotel search results based on specific needs. For example, travelers can filter based on rating or price with one tap on their phones. We’ll make it easy to search for exactly what people want, like “Pet-friendly hotels in San Francisco under $200” to find the perfect hotel for them. This feature is available in the US and will roll out globally later this year. When it comes to booking their trip, 69% of leisure travelers worry that they're not finding the best price or making the best decision. To help users feel more confident about making a booking, we're working on making it easier for people to filter to find the right flight or the right hotel -- at the right price -- using our technology and real-time analysis:Hotel Deals: Everyone loves a good deal. When searching for a hotel, you may now see a "Deal" label calling out when a hotel’s price is lower than usual compared to historical pricing or when there are discounts to the normal rate for those dates. These deals are automatically identified by our algorithms when we see a significant reduction in price. In our early tests, we've seen that hotels marked as deals receive about twice as many bookings as other hotels. Hotel Tips: Tips are another way we're using real-time analysis to help users find the best hotels for their needs. Tips provide just the right information at the right moments when users are searching for hotels. We may show Tips to people when they could save money or find better availability by moving their dates slightly. For example, you may see a Tip like, “Save $105 if you stay Wed, Jul 13 - Fri, Jul 15”. We’ll be rolling Hotel Deals and Tips out globally beginning now and over the coming months. Flights price tracking: To help price-conscious travelers stay on top of changing flight fares, we’re making it easier to track flight prices in Google Flights. Instead of having to continually check prices, people can now opt in to track fare changes for a date and route combination or track specific flights being considered. When prices either increase or decrease significantly, people will be notified by email and Go[...]