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Inside AdWords

Keep the lights on for the last-minute shopper this December (Wed, 06 Dec 2017)

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 not Retailers 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 dash The 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 2016 Meanwhile, 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?"7 This 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't The days between Christmas and New Year's Eve are just as busy as every other day in December (other than Christmas week itself). For general shopping queries (such as “shopping near me” or “store hours”), we see 34% more searches on Christmas Day than we do on Black Friday. Though searches for “where to buy” increase up until Dec. 23, the queries recover to pre-Christmas week levels and stay steady for the final week of the year8. And this post-Christmas shopping busyness isn’t just happening online. In fact, last year we saw about 20% of all December store traffic happen in the six days after Christmas9. And why is that? With searches for “clearance” spiking on December 2610, shoppers are likely looking to redeem gift cards, make returns and exchanges, find gifts for people they haven’t seen yet, or decide to “gift” themselves a little extra. Aggregate store traffic vs. toy stores and video game stores in 2016 Green: Aggregate store traffic | Dark blue: Toy stores | Light blue: Video game stores While Black Friday is still a major in-store shopping day for some categories, such as electronics and furniture, many specialty stores see more foot traffic leading up to, and after, Christmas Day than on Black Friday. In 2016, toy stores and bookstores, for example, saw the most foot traffic of the holiday season on Dec. 23, while video game stores saw their busiest holiday shopping day on Dec. 2611. Mobile has fundamentally changed the way holiday shoppers complete their lists. They expect to be able to find what they want, when they want it. And that means holiday shopping is happening right before—and even after—Christmas. That's a big opportunity for marketers who keep the lights on even after Santa slides through. For more holiday insights, be sure to check out Think with Google. Posted by Emily Eberhard, Head of Shopping B2B Marketing at Google 1. Google Data, U.S., Nov.-Dec. 2016. 2. Google/Ipsos Fall Shopping Study, n=4,720, U.S., Sept. 2017, High Consideration Purchases. 3. Google Data, U.S., Jan.-June 2017 vs. Jan.-June 2015. 4. Google Analytics, Based on data from Google Analytics accounts that have authorized Google to share website data in an aggregate way, Shopping vertical only, Nov.-Dec. 2016. 5. Google Data, Aggregated, anonymized store traffic from a sample of U.S. users that have turned on Location History, U.S., Nov.-Dec. 2015 and 2016. 6. Google Data, U.S., Nov.-Dec. 2016. 7. Google Data, U.S., Nov.-Dec. 2016. 8. Google Data, U.S., Nov.-Dec. 2016. 9. Google Data, Aggregated, anonymized store traffic from a sample of U.S. users that have turned on Location History, U.S., Nov.-Dec. 2015 and 2016. 10. Google Data, U.S., Dec. 2016 11. Google Data, Aggregated, anonymized store traffic from a sample of U.S. users that have turned on Location History, U.S., Nov.-Dec. 2015 and 2016.
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Product ratings on Shopping ads now available globally (Tue, 05 Dec 2017)

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. Posted by Naga Hariharan, Google Shopping Product Manager
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Win over more users with a new playable ad format in Universal App campaigns (Mon, 04 Dec 2017)

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 game To 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
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Google Manufacturer Center rolls out international expansion, API updates, and new content discovery opportunities to help you better showcase your brand online (Wed, 29 Nov 2017)

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 countries To 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 benefits Shoppers 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 API We 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
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Holiday shoppers are in the driver’s seat — here’s what they’re looking for on Black Friday, and beyond (Tue, 21 Nov 2017)

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New AdWords innovations to drive better results for your business (Thu, 16 Nov 2017)

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 extensions People 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 extensions Promotion 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 Carnival Test drive new ideas with ad variations Sometimes 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.2 You’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 Agoda Reach the right shoppers with custom intent audiences Right now, people may be actively shopping for gifts that only you can deliver. To help you reach these I-want-to-buy shoppers, we’re rolling out custom intent audiences for the Google Display Network. Custom intent audiences make it easy for you to reach people who want to buy the specific products you offer–based on data from your campaigns, website and YouTube channel. For example, if you’re a travel agency offering holiday getaways, Google could automatically create an audience of people shopping for “all-inclusive ski resorts” or “flights to Palm Springs.” We’ll then show you reach and performance estimates for each audience, so you can plan your campaign with precision. Find new opportunities to grow your business Looking for more ways to improve campaign performance this holiday season? The Opportunities page now offers more actionable recommendations, relevant insights, and best practices to help you meet your business goals. With manager account support and the ability to filter by category (like “bids & budgets”), your opportunities are clearly organized so you can apply them across all your accounts and campaigns with just a few clicks. Customers like Mindshare said the improvements on the Opportunities page were very helpful for their business: "The Opportunities page in our manager account lets us quickly identify optimization and efficiency improvements, estimate cost, traffic, and performance impact across multiple markets, and implement them in one click." – Amy Perkins, Paid Search Account Director, Mindshare Get started Log in to the new AdWords experience to start using these innovations and deliver better results for your business. Posted by Anthony Chavez, Director of Product Management, AdWords 1. Google / Ipsos Connect, How devices connect consumers to stores, March 2016 2. Google internal data, October 2017
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Reach more shoppers this holiday season with new innovations from Merchant Center and AdWords (Thu, 09 Nov 2017)

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 features More 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 list Shopping 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.2 Re-engage your customers with Gmail ads We’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 Gmail Ready 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, 2016 2. Google Internal Data, Q3 2017
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Let it snow new users with Universal App campaigns (Wed, 08 Nov 2017)

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 registrations Consumers 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 rate PeopleFun 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 Games Choices and Bidalgo play to a new level: Top 25 grossing app in the US How 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
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New: AdWords Data Control makes Data Studio reports even easier (Tue, 07 Nov 2017)

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 Sources Now 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 Easy Data 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 Manager 1. 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.
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‘Tis the season to get customers back in your app (Thu, 02 Nov 2017)

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 app Previously, 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 app The 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 Apps 1. 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 SDK Google Analytics for Firebase Server-to-Server 3. 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 season When 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
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