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Preview: Inside AdWords

Inside AdWords



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



Updated: 2018-02-15T13:00:10.980-05:00

 



Grow Your Business Beyond Borders

2018-02-15T13:00:11.359-05:00

As more consumers come online around the world, there’s more opportunity than ever for marketers to reach potential customers beyond your borders. In fact, research shows that customers aren’t concerned about where a business is based as long as they’re happy with the product or service. For example, 96% of people didn't know that Booking.com is from the Netherlands, and of these, 90% said this wouldn't affect the likelihood of their buying from the company again.1To get started, check out our Official Guide to Expanding Internationally with AdWords. This four-step guide outlines best practices and free resources that can help advertisers find more customers in new countries.There are many tools and resources for businesses looking to expand. For example, Market Finder is a powerful tool built with insights from Google Search to prioritize the best markets for your business based on search volumes in your category, ease of doing business, consumer purchasing power, and more. It’s available in the US, UK, and China, with more countries on the way in 2018. Another resource is Consumer Barometer, which helps advertisers learn about consumer preferences and trends. Did you know that clothing, books, cosmetics, and computer hardware/software are the products most often purchased online from abroad?2 Last but not least, tap into the Go Global Community for the latest research on emerging market trends, conversations with international market specialists, and updates on new ads innovations. Companies from around the world have grown their businesses with these tools. For example:Kabam is a leading provider of mobile games, including Marvel Contest of Champions with over 130M downloads. To expand its game into Japan, Hong Kong, and Taiwan, Kabam used insights from consumer gaming trends and video engagement from each market to localize its Search and YouTube campaigns. As a result, the game reached top 10 in download charts for its category on both iOS and Android in target APAC markets.French DIY website ManoMano offers two million products from 750 sellers, including electrical, hardware, furniture and tools. The DIY market is highly seasonal and constantly changing -- customers love gardening and outdoor activities in warm seasons and indoor projects during the winter. ManoMano predicted these purchase patterns, understood consumer trends in each market, and engaged customers with timely, localized campaigns. As a result, its sales more than doubled in 2016, and ManoMano now has nearly 2 million customers across Europe, with localized websites in Belgium, France, Germany, Italy, Spain, and the UK.It’s more important than ever for businesses, large and small, to think beyond borders with our Guide to Expanding Internationally. It’s a small world, after all. Posted by Jay Bowden, Industry Director1. UK Google Consumer Surveys, 20142. The Consumer Barometer Survey 2014/15 [...]



An Update to Our Event Ticket Reseller Policy

2018-02-07T07:00:08.278-05:00

Google is often the first stop for sports fans, music lovers, and theater goers looking for tickets and information about upcoming events, shows and concerts. We strive to connect these folks with relevant and accurate results, and are committed to delivering the best possible user experience.

Many venues sell tickets directly and some use resellers to help, making it easy to get the seats you want. Unfortunately, some ticket resellers provide limited transparency in their ads about ticket costs and fees, as well as their association with a specific venue or event. Lack of transparency can erode trust in the online ticket ecosystem and makes it harder for legitimate businesses to reach customers.

We only want companies that offer a great user experience on our platform. Effective today, we are tightening our standards and will require all event ticket resellers to be certified and to radically increase their transparency. This will give users more clarity on the vendor reselling the tickets and the total cost of those tickets, including any associated fees.

To be certified by Google, an event ticket reseller must:
  • Not imply that they are a primary marketplace
  • Prominently disclose themselves as a ticket reseller/secondary marketplace
  • Prominently disclose that prices may be above face value
  • Provide the total and breakup of the price across fees and taxes before requiring payment information
  • Prominently provide the face value of the tickets being sold in the same currency (this will be required starting in March 2018)
This updated policy is a result of our own research as well as the insights and feedback we gathered from users, advertisers, partners and third-party industry groups. To allow advertisers time to prepare for this change, we issued a change to our AdWords policy page in November 2017.

According to Charlotte St. Martin, president of The Broadway League, “Google’s dramatic step in consumer protection is of major significance to The League’s membership. We strongly support requiring brokers who advertise Broadway tickets on its platform to disclose when they are unaffiliated with an official box-office and itemize costs before collecting payment.”

Transparency, trust and safety for our users will always be top priorities for Google. We remain dedicated to ensuring that the ads our users see are helpful, relevant and trustworthy.
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Drive better results for your business with machine learning: Part III

2018-02-09T20:07:52.009-05:00

(Part 1, Part 2)Consumers are more empowered than ever before and expect brands to provide fast and helpful experiences. That’s why leading marketers are 50% more likely to increase investments in capabilities like machine learning to help them win.1 In fact, brands like Rappi and AutoGravity are already using machine learning in AdWords to reach their most valuable app users and grow their businesses. In our final installment of this series, we explore how machine learning is being applied to bid optimization to help businesses make sense of the data around them and get better results at scale.It’s more than a bidThe days of predictable web sessions are over, replaced by bursts of digital activity throughout the day on multiple devices. Your bids now have to take into consideration a wide range of contextual signals that impact ad performance, including a user’s device, location and time of day. That’s where machine learning can help.AdWords Smart Bidding uses Google’s machine learning to help you set the right bid for every auction through three core capabilities:Auction-time bidding: Smart Bidding sets bids for each individual auction, not just a few times per day. AdWords Smart Bidding evaluates the relevant contextual signals present at each of those auctions—such as time of day, specific ad creative being shown, or user’s device, and browser—to identify the conversion opportunity, and set an optimized bid tailored to each auction. This allows Smart Bidding to set millions of bids per second, something even an army of marketers wouldn’t be able to do.Cross-signal analysis: Smart Bidding understands how signal combinations impact conversion rate. For example, a retailer might notice their mobile conversion rates are 20% higher than their desktop conversion rates, and set a mobile bid adjustment of +20%. However, this doesn’t account for the times of day where mobile conversion rates are even stronger, like in the mornings, when people are researching during their commute. Smart Bidding analyzes billions of these types of signals to identify meaningful correlations, and calculates bids based on how likely a conversion will occur.Query-level learning: Smart Bidding maximizes performance for new and low-volume keywords. By looking at performance data across similar auctions in your account, Google’s machine learning platform makes informed bidding decisions and helps reduce performance fluctuations even when data is scarce. For example, let’s say you just added a new keyword “cheap flights to NYC.” If that query was already matching to another part of your account and similar auctions, Smart Bidding simply applies what it’s learned about that query to set the best possible bid.Focus on the next big opportunityBrands around the world are using Smart Bidding to unlock growth for their business and reinvesting their time and money into new opportunities.Harmoney, a peer-to-peer lending service in New Zealand, teamed up with its agency, First Digital, to find more, qualified applicants while still hitting an aggressive ROAS goal. They used Target ROAS across their non-brand Search campaigns to reach customers who were most likely to apply and be approved for a personal loan. As a result, Harmoney saw a 219% growth in high-value accounts at a 37% lower cost-per-acquisition (CPA). Importantly, Smart Bidding freed up 5 hours per week for the team to focus on high-value tasks like testing ad copy and learning more about their best customers.FirstPoint is a Swiss-based digital agency that wanted to maximize its client’s Search budget while driving more conversions. After testing Smart Bidding, the agency moved away from manual bidding in favor of Maximize conversions. It increased conversions by 2.4x, increased conversion rates by 12%, and decreased CPA by 59%.Put machine learning to the testMoving to Smart Bidding and enabling machine learning to do the heavy lifting for you doesn’t have to happen overnight. Set up a campaign draft and expe[...]



Grow your business faster with machine learning: Part II

2018-01-24T14:02:36.259-05:00

(Part 1, Part 3)Last week at the Consumer Electronics Show, we learned about today’s more empowered consumer. They're more curious, demanding and impatient than ever before, and expect assistive experiences everywhere–like checking in and unlocking their hotel room using their smartphone.Meeting these rising consumer expectations is critical. Over the next two weeks, we’ll explore some of our favorite AdWords products and show how machine learning is enabling brands to meet those expectations, while saving time and improving performance.Applying machine learning in AdWordsCampaign management involves time-consuming tasks. Rather than manually adding thousands of keywords or individually testing headlines to see which ones work best, you can train Google’s machine learning platform to do it for you.For example, you might’ve had new products added to your inventory or more content added to your website recently. Dynamic Search Ads would see this and automatically fill gaps in keyword coverage to help you reach people who are searching for those new products and services.Or to show relevant ads that fit anywhere across the millions of sites in the Google Display Network, you can upload more creative assets to your Smart display campaign and automatically show relevant ads to the right people. Machine learning makes all of this possible.Changing the app gameFor app developers and marketers, we know competition is fierce: the number of developers with more than 1 million monthly installs grew by 35% year over year.1 There are more apps and experiences competing for your users’ attention and dollars than ever before. This is another area where machine learning is changing the game.Universal App campaigns (UAC) enable brands like Rappi, a delivery service in Latin America, to reach their most valuable users across Google Play, Search, Display Network, and YouTube with a single campaign.Rappi uploaded as many creative assets as it had, allowing Google’s machine learning platform to rotate each asset, understand which ones perform best across each channel, and show the ads that users are most likely to engage with. After only one month, Rappi’s conversion rates grew by 10X, and the brand expanded into Brazil, Mexico and                                                         Argentina.AutoGravity, an auto financing company, reached tens of thousands of car buyers and increased user engagement by 120% in only 5 weeks. The brand plans on increasing UAC investment by 200% to reach more of its highest-value users, people who are most likely to receive credit ‘approval’.How does UAC reach these types of high-value users? Google’s machine learning platform uses insights from Google.com and Google Play, web data and other signals, in addition to information about your app. This data is analyzed across each channel where AdWords shows your ads and is updated in real time. That’s how AdWords can quickly pick up on trending keywords, like events and holidays, and ensure your ads show to the right users.AdWords then looks at people who have completed your selected action, like ‘approvals’, and those who haven’t, as well as user signals that are unique to each auction. Device type, operating system, network, apps they already have, and other signals create patterns that help identify high-value users. These patterns are used to predict future auctions, where and how to bid, and what ads to show and to whom.Using machine learning, brands are not only delivering better performance at scale, but they’re also unlocking their most precious resource: time.Paul Teresi, Growth Executive at Skyscanner, a travel app, says he’s been able to save a lot more time thanks to UAC. “Now, I can focus on truly understanding our users, metrics, and discovering growth and expansion opportunities necessar[...]



Grow your app business with Google's new education program for Universal App campaigns

2018-01-17T13:34:06.240-05:00


Today, we’re launching a new interactive education program for Universal App campaigns (UAC). UAC makes it easy for you to reach users and grow your app business at scale. It uses Google’s machine learning technology to help find the customers that matter most to you, based on your business goals—across Google Play, Google.com, YouTube and the millions of sites and apps in the Display Network.

UAC is a shift in the way you market your mobile apps, so we designed the program’s first course to help you learn how to get the best results from UAC. Here are a few reasons we encourage you take the course:

  • Learn from industry experts. The course was created by marketers who’ve been in your shoes and vetted by the team who built the Universal App campaign.
  • Learn on your schedule. Watch snackable videos at your own pace. The course is made up of short 3-minute videos to help you master the content faster.

  • Practice what you learn. Complete interactive activities based on real life scenarios like using UAC to help launch a new app or release an update for your app.
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    So, take the course today and let us know what you think. You can also read more about UAC best practices here and here.

    Happy New Year and hope to see you in class!

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    A New Approach to YouTube Monetization

    2018-01-16T20:05:07.163-05:00

    There’s no denying 2017 was a difficult year, with several issues affecting our community and our advertising partners. We are passionate about protecting our users, advertisers and creators and making sure YouTube is not a place that can be co-opted by bad actors. While we took several steps last year to protect advertisers from inappropriate content, we know we need to do more to ensure that their ads run alongside content that reflects their values. As we mentioned in December, we needed a fresh approach to advertising on YouTube. Today, we are announcing three significant changes.Stricter criteria for monetization on YouTubeAfter careful consideration and extended conversations with advertisers and creators, we’re making big changes to the process that determines which channels can run ads on YouTube. Previously, channels had to reach 10,000 total views to be eligible for the YouTube Partner Program (YPP). It’s been clear over the last few months that we need the right requirements and better signals to identify the channels that have earned the right to run ads. Instead of basing acceptance purely on views, we want to take channel size, audience engagement, and creator behavior into consideration to determine eligibility for ads.That’s why starting today, new channels will need to have 1,000 subscribers and 4,000 hours of watch time within the past 12 months to be eligible for ads. We will begin enforcing these new requirements for existing channels in YPP beginning February 20th, 2018.Of course, size alone is not enough to determine whether a channel is suitable for advertising. We will closely monitor signals like community strikes, spam, and other abuse flags to ensure they comply with our policies. Both new and existing YPP channels will be automatically evaluated under this strict criteria and if we find a channel repeatedly or egregiously violates our community guidelines, we will remove that channel from YPP. As always, if the account has been issued three community guidelines strikes, we will remove that user’s accounts and channels from YouTube.This combination of hard-to-game user signals and improved abuse indicators will help us reward the creators who make engaging content while preventing bad actors and spammers from gaming the system in order to monetize unsuitable content. While this new approach will affect a significant number of channels eligible to run ads, the creators who will remain part of YPP represent more than 95% of YouTube's reach for advertisers.Those of you who want more details, can find additional information in our Help Center.Manually reviewing Google PreferredWe’re changing Google Preferred so that it not only offers the most popular content on YouTube, but also the most vetted. We created Google Preferred to surface YouTube's most engaging channels and to help our customers easily reach our most passionate audiences. Moving forward, the channels included in Google Preferred will be manually reviewed and ads will only run on videos that have been verified to meet our ad-friendly guidelines. We expect to complete manual reviews of Google Preferred channels and videos by mid-February in the U.S. and by the end of March in all other markets where Google Preferred is offered.Greater transparency and simpler controls over where ads appearWe know advertisers want simpler and more transparent controls. In the coming months, we will introduce a three-tier suitability system that allows advertisers to reflect their view of appropriate placements for their brand, while understanding potential reach trade offs.We also know we need to offer advertisers transparency regarding where their ads run. We’ve begun working with trusted vendors to provide third-party brand safety reporting on YouTube. We're currently in a beta with Integral Ad Science (IAS) and we're planning to launch a beta with DoubleVerify soon. We are also exploring partnerships wi[...]



    Grow your business faster with machine learning: Part I

    2018-01-24T14:03:24.095-05:00

    (Part 2, Part 3)At the start of the new year, we take time to look at what’s ahead, from eating healthier to spending more time outdoors. This week at the Consumer Electronics Show, we get to take a similar look ahead, at the future of technology. Thanks to innovations like smartphones and voice-activated speakers, consumers are now super-empowered and expect more from their favorite brands. This is redefining the consumer experience and reshaping what’s required of marketers.To help you meet rising consumer expectations, over the next three weeks we’ll share insights and best practices from brands that have made machine learning an enabler for new opportunities in this “age of assistance”–instead of another challenge to figure out.Solving problems with machine learningAt its core, machine learning is a new way of problem solving. Rather than spending hundreds of hours manually coding computers to answer specific questions, we can save time by teaching them to learn on their own. To do that, we give the computer examples until it starts to learn from them–identifying patterns, like the difference between a cat and a dog.To illustrate how machine learning can help solve some of the most complex problems in the world, take the latest advances in medicine. In the US, doctors know survival rates for skin cancer increase dramatically with early detection.1 That’s why researchers at Stanford University used Google’s machine learning platform, TensorFlow, to train a model that can identify cancerous skin conditions from healthy ones with 91% accuracy–on par with 21 board-certified physicians.New opportunities to accelerate growthAs marketers, you don’t wake up everyday expecting to save lives. But we do ask ourselves a very different question: how can I grow my business faster? This is where Google’s machine learning technology can help.We know that choosing where your ads show and manually adjusting bids is time consuming, leaving less time for strategic tasks, like capturing the latest trends or entering new markets. Google's machine learning considers billions of consumer data points everyday, from color and tone preference on mobile screens, to purchase history, device and location. With products like Universal App Campaigns and Smart Bidding, it’s now possible to use this data to help deliver millions of ads customized for your customers, and set the right bid for each of those ads–in real time.Even if you’re not using these AdWords innovations, you’re still seeing the benefits of machine learning. Google uses information about search queries, historical ad performance and other contextual signals combined with machine learning, to predict whether or not someone will click on your ad. This predicted click-through rate helps determine the selection, ranking and pricing of your ads–meaning machine learning is already working to show the right ads to the right customers.Over the next three weeks, we’ll continue exploring how you can use machine learning to reach your marketing goals and grow your business faster. To get the latest updates on this series, follow along on the Inside AdWords blog or subscribe to our Best Practices newsletter.Posted by Matt Lawson, Director of Performance Ads Marketing1. Stanford News, 2017 [...]



    5 New Year's Resolutions for AdWords Success

    2017-12-21T11:00:00.223-05:00

    With 2018 only weeks away, our team compiled a few AdWords New Year’s resolutions for you to consider.1. I will try out new AdWords innovations.The new AdWords experience is packed with new features like promotion extensions and ad variations that have helped advertisers improve performance. For example, Torrid saw a 30% lift in conversion rate when using promotion extensions to highlight limited time offers alongside ad copy that emphasized quality and fit. Merkle also increased conversions by 14% after running an ad variations test with expanded text ads. And new shortcuts like pressing “G” then “T” let you navigate to any page within your account so you can get to the data that matters to you, faster. As you search in AdWords, keyboard shortcuts will be suggested for future use. 2. I will test more.Testing in AdWords is crucial when optimizing your account. To increase return on ad spend (ROAS), the Honest Company used campaign drafts and experiments for efficiently exploring new strategies—saving 50% more time compared to manual trials. The Honest Company experimented with sending shoppers to product pages versus special offer landing pages for "bath" and "body" keywords. As a result of the test, the Honest Company saw a 47% increase in ROAS when sending shoppers to unique offer landing pages.3. I will do more in less time.Smart Bidding helps marketers bid both more efficiently and effectively. Powered by Google’s machine learning, it automatically sets the right bid for each and every auction. Bonprix, a leading fashion brand in Europe, drove 25% more revenue at the same ROAS and more than 50% in incremental revenue on mobile, by using Smart Bidding with Target ROAS. According to Sönke Harms, Bonprix’s Head of Shopping ads, Smart Bidding allowed the team to focus on “delivering key analyses, identifying strategic opportunities, and driving important initiatives.” Read our best practices guide to get started with Smart Bidding.4. I will reach more shoppers.Mobile searches for “where to buy” grew more than 85% over the past two years.1 That’s why it’s critical to help shoppers find your business both online and when they’re on-the-go. With location extensions, you can show your address, business hours, a map to your location, and more. You can also reach and bid higher specifically for people who are located near your business. Jerome’s Furniture combined location extensions with local inventory ads and store visits measurement to increase conversions by 93% across online and offline channels.Location extensions show your business information in various formats on the Search Network, Display Network, and Google Maps.5. I will stay informed.With the AdWords app, you can receive timely alerts notifying you of issues and opportunities in your account. You can also easily pause campaigns and adjust budgets and bids. Adding, editing, and removing keywords is also simple. Best of all, you can do all of this right from the palm of your hand. Download the app now on Android or iOS.With the AdWords app, you can manage your keywords and more on-the-go. To receive more AdWords tips and tricks, be sure to subscribe to our Best Practices newsletter.From our AdWords family to yours—happy holidays, and we’ll see you in 2018!Posted by Karen Yao, Director of Product Management, AdWords1. Source: Google Data, U.S., Jan.-June 2015 vs. Jan.-June 2017. [...]



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

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

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



    Product ratings on Shopping ads now available globally

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

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

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


    How to enable product ratings on Shopping ads

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

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


    Learn More

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

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

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

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



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

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

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



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

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

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



    New AdWords innovations to drive better results for your business

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

    Consumers are more curious, more demanding, and more impatient than ever—and even more so during the busy holiday season. AdWords has been redesigned to help you reach these mobile-first consumers in faster and easier ways. Today, we’re introducing more innovations available only in the new experience. From promoting your latest offers to finding ways to grow your business, these products can help you save time and boost performance. Learn how some advertisers are seeing an increase in conversion rate and return on ad spend when applying these innovations to their campaigns.Highlight your top deals with promotion extensionsPeople are always looking for deals, whether it’s for a discount on holiday gifts or a cheaper flight. In fact, 7 out of 10 internet users look for sales or discounts before visiting a store.1 To help attract these deal-seeking customers with your latest offers, we’re introducing promotion extensions.Show your latest offers with promotion extensionsPromotion extensions make it easy for you to keep your promotions up to date without the need to create new ads. They also free up the rest of your ad for more unique content, like your brand terms or a clear call to action.For example, if you’re a shoe store, you might use promotion extensions to show a “30% off” promo code on all Black Friday orders. You can also make these types of seasonal offers more prominent in your ad by selecting one of 12 occasions, like Black Friday or Back-to-school.Brands like Torrid and Shoe Carnival have already seen great results after using promotion extensions:“Promotion extensions effectively communicate our promotions without sacrificing our core message of quality and fit, giving us a conversion rate lift of 30%.” – David Chau, Senior Digital Marketing Analyst at Torrid Brands"Promotion extensions give customers even more reason to come to our site and buy–all while raising our ROAS by 20%. This extension should be in every ecommerce advertiser’s toolbox.” – Michael Nuss, Director of Digital Marketing at Shoe CarnivalTest drive new ideas with ad variationsSometimes small changes to your ad text—like adding a touch of holiday spirit or using a different call to action—can dramatically affect performance. That’s why today, we’re rolling out ad variations in the new AdWords experience: a fast and easy way to test changes across your text ads at scale.For example, you may want to see how “Happy Holidays” performs when used in your text ads. With ad variations, you can test this change across thousands of ads in just a few clicks. In fact, some advertisers have set up variations for more than 1 million ads in less than a minute.2You’ll then get the test results as soon as they’re statistically significant. If you see that an ad variation is doing well, you can quickly replace all of your original ads with the new variation.Businesses like Merkle and Agoda are already using ad variations to test, measure, and apply variations that drive better results for their business in less time.Performance marketing agency Merkle helped their client, a leading online educator, achieve a 13% increase in clicks and a 14% increase in conversions when their ad variations test revealed that expanding their text ads and implementing optimized ad rotations would improve their performance."With ad variations, we're able to test ad copy changes across our entire account in just a few minutes, which previously took hours of manual work. This means we get to quickly test ad copy and make improvements that result in better ad performance." - Robert Tayon, Head of PPC at AgodaReach the right shoppers with custom intent audiencesRight now, people may be activel[...]



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

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

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



    Let it snow new users with Universal App campaigns

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

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



    New: AdWords Data Control makes Data Studio reports even easier

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

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



    ‘Tis the season to get customers back in your app

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

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



    Best practices to succeed with Universal App campaigns

    2018-01-19T17:05:11.675-05:00

    It’s almost time to move all your AdWords app install campaigns to Universal App campaigns (UAC). Existing Search, Display and YouTube app promo campaigns will stop running on November 15th, so it’s important to start upgrading to UAC as soon as possible.

    With UAC, you can reach the right people across all of Google’s largest properties like Google Search, Google Play, YouTube and the Google Display Network — all from one campaign. Marketers who are already using UAC to optimize in-app actions are seeing 140% more conversions per dollar, on average, than other Google app promotion products.

    See better results with UAC by following some best practices, which I’ve shared in these blog posts:

    Steer Performance with Goals
    Create a separate UAC for each type of app user that you’d like to acquire — whether that’s someone who will install your app or someone who will perform an in-app action after they’ve installed. Then increase the daily campaign budget for the UAC that’s more important right now.


    Optimize for the Right In-app Action
    Track all important conversion events in your app to learn how users engage with it. Then pick an in-app action that’s valuable to your business and is completed by at least 10 different people every day. This will give UAC enough data to find more users who will most likely complete the same in-app action.


    Steer Performance with Creative Assets
    Supply a healthy mix of creative assets (text, images and videos) that UAC can use to build ads optimized for your goal. Then use the Creative Asset Report to identify which assets are performing “Best” and which ones you should replace.



    Follow these and other best practices to help you get positive results from your Universal App campaigns once you upgrade.

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    Get more out of your local and omni-channel marketing

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

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



    Unwrapping new innovations for the holidays and beyond

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

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



    Get visitors to your landing page faster with parallel tracking

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

    As technology enables more assistive experiences, consumer's expectations for seamless web experiences are now higher than ever before. In fact, a one second delay in mobile page load can decrease conversions up to 20%.1 But when someone clicks an ad with URL tracking, this can cause a delay that prevents them from reaching a website for hundreds of milliseconds.2 While this may not sound like much, this lost time can impact campaign performance.To avoid these delays and create better user experiences, we'll begin rolling out parallel tracking later this year. With parallel tracking, users will head immediately to your landing page after clicking your ad while their browser processes URL tracking requests in the background. We've seen this help users on slower networks reach landing pages up to several seconds faster.3 When more visitors can reach and engage with your site more quickly, this can help reduce wasted ad spend and increase conversions for your business.Important next stepsParallel tracking will finish rolling out to all AdWords accounts in early 2018. If you use a third-party provider, you should reach out to them as soon as possible to make sure your clicks will continue to be measured with parallel tracking.Providers will need to make changes to their platform that could take several months to complete, so it's important to get started early. We're also working closely with key providers to help make the transition as easy as possible for all advertisers.To learn more about parallel tracking and how to prepare, please visit the AdWords Help Center. Posted by Leo Sei, Product Manager, AdWords1. "State of Online Retail Performance," Akamai, April 20172, 3. Google Internal Data, Japan/India/US. Aggregated anonymized data from a sample of users that have clicked on an AdWords ad with URL tracking, August 2017 [...]



    Smarter attribution for everyone

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

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



    The importance of site-wide tagging for accurate conversion measurement

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

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



    The new AdWords experience is now available to everyone

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

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