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Google Ads

Help influence and understand how your products appear on Google (Mon, 07 Jan 2019)
Shoppers turn to Google to find products that are just right for them. And you rely on Google Manufacturer Center to ensure your products are represented well. In fact, more than 5,000 brands use Manufacturer Center to improve their presence on Google. To kick off the new year, we’re making those interactions even better by introducing new ways to show high-quality and inspirational content to shoppers, and providing robust analytics to help you better understand how customers are interacting with your brands and products across all of Google. A new place to inspire shoppers and promote your products Shoppers are constantly looking for inspiration and assistance on what to buy. In a Google study of ~1,600 people, we found that 56 percent of smartphone users have purchased from an unexpected brand when they considered the brand helpful. To help you assist your customers and highlight your products’ unique features, we’re launching a new section on Shopping product detail pages, featuring content directly from you. nest_fromthemfr.gif You’ll be able to: Populate your product pages on the Google Shopping property with inspirational and high quality content. Highlight the product features and capabilities that you know your shoppers care about the most. Build brand equity directly with shoppers on Google (Google remains the first place shoppers go to get helpful recommendations and suggestions on what to buy according to an online survey of ~2,700 recent online shoppers). As our first launch partner, Webcollage is providing this content for eligible manufacturers’ products. Across the web, Webcollage has seen 10 percent more conversions for their clients when more visual content is shown at retailers based on an A/B test. In the coming months, all manufacturers who upload content like inspirational imagery and high quality logos into Manufacturer Center will also be able to provide these more visual experiences to help shoppers. If you’re a data partner who wants to bring this experience on Google to your clients, let us know here. Make better business decisions with new insightful analytics MfC Analytics To help you make better business decisions, we’ve also launched new and improved analytics in Manufacturer Center that will provide you a better understanding of how ads for your products are performing on Google. You will learn how ads for your products appear, so you can make better pricing, digital ad investment, and media decisions. You’ll find: Performance trends like top performing product groups and significant changes in performance or price. Insights on product variants like top search terms for your products and average price trends. Product group stats like which competitor’s brands and products appear most often with yours. These new analytics are available to all brands in Manufacturer Center that meet eligibility requirements. Manufacturer Center availability expands In 2018, we’ve expanded Manufacturer Center availability from seven countries to 24 countries. Now, if you sell products in these countries, you can better represent your products to shoppers, improve the performance of Shopping ads featuring your products, and access these new, more helpful analytics. We hope these updates will help shoppers find the products perfect for them and help you better connect with your customers. To learn more about Manufacturer Center, to read success stories, and to sign up, visit our website.

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Disney and Google expand strategic relationship (Tue, 27 Nov 2018)
People today exercise greater control over what they view and when—and on which screens—they view it. They watch sitcoms in taxis and on trains, and stream news and documentaries at the gym. All of which contribute to a striking new reality: TV is no longer a stationary box anchored to a corner in your living room. People also expect the same content they love in the living room on every screen, which can be the difference between a loyal fanbase and a lost audience. Advertisers want to deliver quality ad experiences that are relevant, seamless and measurable across screens, inspiring media companies to reimagine the commercial break. Disney DTC That’s why we’re excited to announce today a new global strategic relationship with The Walt Disney Company. Disney and Google share a passion for bringing quality content and information to everyone, everywhere. With this new relationship, Disney will bring its entire global digital video and display business onto Google Ad Manager, which will serve as its core ad technology platform.  Disney CTV Image That means that Google will now power advertising for Disney’s unmatched collection of brands and properties—including Disney, ABC, ESPN, Marvel, Pixar and Star Wars—across multiple channels, including live streaming and direct-to-consumer content offerings. Disney will be able to serve video ads effortlessly on the web, in mobile apps, streaming through connected TVs and for live events. Together, we plan to build an advanced video experience for Disney that will transcend devices, platforms, and living rooms to bring the magic of premium video content into people’s hearts, minds, and screens—everywhere.  Related Article New research on the convergence of TV and digital video How are TV executives preparing for the convergence of TV and digital? Download our report to find out. Read Article

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How evolving user patterns drive new ad experiences on YouTube (Wed, 21 Nov 2018)
At YouTube, we’re on a constant quest to give people the perfect viewing experience. But over the years, what that looks like has changed significantly. The way we watch video is always changing. And we want to keep advertisers abreast of these trends, with new ad experiences molded to the new ways people watch. This was the spirit behind our introduction of six-second bumper ads more than two years ago–as a response to the increasingly mobile habits of our users. Today we’re highlighting how we're adapting to three new trends in the user experience. Longer viewing sessions Our recent user experience research suggests that in addition to factors such as the length of ads, viewers are quite sensitive to the frequency of ad breaks, especially during longer viewing sessions. Through this research, we also learned that fewer interruptions is correlated with better user metrics, including less abandonment of content and higher rates of ad viewing. To respond to this, we will begin testing ad pods–two ads stacked back to back, where viewers have the option to skip directly to the content if it’s not the right ad for them. Why does this solution make sense? Because when users see two ads in a break, they’re less likely to be interrupted by ads later. In fact, those users will experience up to 40 percent fewer interruptions by ads in the session.1 Early experiment results also show an 8-11 percent increase in unique reach and a 5-10 percent increase in frequency for advertisers, with no impact to Brand Lift metrics.2 This new experience, launching on desktop this year then followed by mobile and TV screens, aims to accommodate viewer preferences while continuing to help advertisers connect with their most important audiences. Ad Pods Example of an ad pod experience on mobile. More self-directed discovery The way users prefer to find videos to watch is also changing. Remember back when the only YouTube videos you’d watch came in the form of a shared URL from a friend? Over the years, video viewing on YouTube has become more self-directed, as more viewers than ever before hop into their home or trending feeds and scroll to find a recommended video. In fact, over the last three years, watch time from content users discover on the YouTube homepage has grown 10X.3 That’s why we brought TrueView video discovery ads to the YouTube home feed, along with the Masthead and Universal App campaign ads. The YouTube home feed continues to be a great place for users to discover their next favorite creator, and now it can be a great place for them to discover your brand. Watching on TV screens We’re seeing incredible watchtime growth on TV screens: on average, users watch over 180 million hours of YouTube on TV screens every day.4  Last month, we introduced the TV screen device type in Google Ads and Display & Video 360, allowing you to tailor your campaigns for connected TVs – for example, by using a different creative or setting a specific device bid adjustment – and see reporting for ads that run on TV screens. In the face of these burgeoning user trends—as well as the next wave, and the next—we’ll continue working to build the ideal video viewing experience, and keep thinking up ways to deliver value for our advertiser partners. 1. YouTube Internal Data, Global, October 2018 2. YouTube Internal Data, Global, October 2018 3. YouTube Internal Data, Global, Jan 2015 vs. Jan 2018 4. Google Internal Data, Global, June 2018. Based on 7 day average for TV watchtime

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Drive more holiday sales with promotions on Shopping Actions (Tue, 20 Nov 2018)
People crave deals and promotions when shopping for their loved ones over the holidays. In fact, according to the National Retail Federation, one-third of shoppers said that all of their holiday weekend purchases were driven specifically by promotions (+11.4 percent YoY). Google's recent study with Ipsos shows that 57 percent of holiday shoppers say promotions/coupons are an important part of their holiday shopping. That’s why we’re excited to bring the Merchant Promotions program to Shopping Actions. Merchant Promotions allows you to run online promotions for the products you sell on Google. When you add promotions to your Shopping Actions inventory, shoppers see the promotion (like 10% off) wherever your product shows up on Google Express. This can increase the appeal of your offer and encourage shoppers to buy. In fact, one of our pilot merchants saw an average of 9.4% increase in conversions (add to cart) and 9.5% increase in GMV per session when they added promotions to their offers. Merchant promotion shoe Get started First, join the promotions program by filling out this form. Once approved, there are two ways Shopping Actions merchants can link inventory to promotions: 1. Manually in Merchant Center by selecting Shopping Actions in the promotions tool in the promotions section of your account. If you’re already running eligible promotions for your Shopping Ads, it’s as simple as checking the Shopping Actions button. Merchant promotions on Shopping Actions 2. By creating a Promotions feed and setting the promotions destination attribute to “Shopping Actions”. If you already run promotions for Shopping Ads, simply update the promotions destination attribute in the promotions feed to include Shopping Actions. Interested in joining or leaning more about Shopping Actions? Fill out our interest form. We look forward to helping you reach more shoppers throughout the holidays and beyond!

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Winter is coming: prepare for the holiday app-ortunity (Thu, 08 Nov 2018)
It’s the holiday season and that means two things: shiny new devices and lots of apps for getting things done! There will be more people taking valuable actions and more opportunities for you to be there when people are looking. According to Adjust, people who install apps in December complete twice as many in-app actions—like buying a gift or beating the first level of a game—within 24 hours. Universal App campaignshelp you show your apps to these users wherever they are—Google.com, Google Play, YouTube, and over 3 million sites and apps in the Google Display Network. Today, we’re sharing new insights and best practices to help you make the most of your app campaigns this holiday season. Get your timing right It’s important to reach consumers when they’re interested in discovering and engaging with new apps. But many marketers get their timing wrong, even during the most important time of the year. Take Black Friday as an example—Singular found that installs peak during the week of Thanksgiving. However, many app marketers jump the gun—marketing activities peak 10 days before Black Friday, dropping about 30% on the actual holiday weekend. So don’t leave consumers out in the cold when they’re knocking! Get your timing right this season and ensure your campaigns are live during peak periods. To learn more about how to succeed with Google App ads, check out our best practices. Capture consumers’ attention People turn to apps for inspiration when they’re in-market for gifts. In the U.S., AppsFlyer found that 12% more people spend money in apps in November and December compared to any other time of the year. For eBay, holiday campaigns are all about finding consumers that want to complete their shopping with ease. And they’ve found videos to be a great way to win the attention of shoppers who are researching and ready to take action: “The scalable video format allows us to seamlessly highlight eBay’s value proposition of massive selection, fast and free shipping and best value,” says Sadie Daryan, Global Head of Display and App Marketing at eBay. eBay Holiday YT Ad Holiday video ad for the eBay mobile app For eBay and other brands, video ads on Universal App campaigns have driven 14B in-app actions over the last 12 months.1 To improve performance, we recommend adding both portrait and landscape videos to help increase your chances of showing the most relevant ad. If you don’t have the resources to create a holiday-specific video, we can help. YouTube’s AutoDirector feature automatically generates personalized portrait and landscape videos for your campaign using existing assets like images, text and ratings from your app store listing. Reach out to your Google Sales team to learn more. AutoDirector Seasonal Template Example of AutoDirector Seasonal template Prepare for success Data is your best friend as you prepare for your holiday push, helping you make informed decisions as to when to run campaigns and how to optimize your ad assets. To get a more complete picture of how your holiday ads are working, remember that ads can drive results even if users don’t click on them. That’s why we recently introduced view-through conversion reporting for App campaigns—to help you determine which viewable ad impressions were associated with conversions. These new insights helped InnoGames to better understand its valuable players. According to Felix Janzen, Director Performance Marketing at InnoGames, “View-through conversions help InnoGames and our analytics team analyze the full picture of the conversion funnel and attribute the right value to the actions of the user.” After enabling view-through conversion reporting, InnoGames saw a 12% uplift in transactions and adjusted its bid strategy to reach even more players likely to make purchases. Make sure you have view-through conversion reporting enabled in Google Ads and with your App Attribution Partner. And check out our webinar to learn more. We hope these tips help you find valuable new app customers this season. Happy holidays! 1. Google Internal data 2018

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Big or small, stay close to all the latest Google Ads changes (Thu, 01 Nov 2018)
Thank you for following the Google Ads blog, the best place to find the latest news, insights and stories about Google Ads. As the product improves, we want to make sure you have an easy way to stay up to date on the latest changes, big and small.  The new features & announcements page in the Google Ads Help Center, covers all new features in Google Ads - from something as simple as a new column being added, to the launch of a new ad type such as Responsive Search Ads.  New features and announcements on mobile You can get there in three different ways: Go to g.co/AdsAnnouncements Click the “Announcements” tab in the Help Center Use the link in the help menu when you’re in Google Ads Don’t forget to bookmark!

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Drive better results: An insider's look at the latest Google Ads innovations (Thu, 25 Oct 2018)
With the busy holiday season ahead, we're investing in new ways to help you work smarter and exceed your omnichannel goals. Check out the innovations we unveiled today at SMX East. Easier ways to manage your messages Automatic reply It’s no surprise that messaging has become a big part of our modern lives. If you’re inviting a friend to “Friendsgiving” dinner, you’re probably sending a quick text message. In the coming weeks, we’re rolling out two improvements to click-to-message ads: Email forwarding sends text messages to your email, so you don’t need to provide a phone number to use message extensions. Responding to the email will automatically send a text reply back to your customer. Automatic reply sends a preset message back to customers as soon as they message you. For example, you can automatically reply with, “Thanks for your message. We’ll get back to you within the hour.” To help measure the success of your click-to-message ads, we’re expanding message reporting to include message conversions. You’ll be able to define the number of user-initiated exchanges needed to count as a conversion. For example, if it typically takes two or more exchanges before a customer orders holiday dinner from your restaurant, you can set that as your conversion threshold. “Using message extensions, we can offer fast assistance when our busy customers are looking for a style recommendation or opinion on fit, and can easily share images and links. Now, message reporting will help us analyze which parts of our campaigns are driving the most in-depth, valuable conversations with stylists, and where we can improve performance.” - Michaella Kurdziel, Director of Experience Excellence & Learning at MM.LaFleur Take action on your data across online and offline channels Most customer journeys still end in store, and 61% of shoppers would rather shop with brands that have a physical location than ones that are online only.1 Businesses need to measure the offline impact of digital advertising in order to take action on omnichannel behavior: store visits measurement is one way to do that. As a reminder, store visits are estimates based on data from users that have turned on Location History. Only aggregated and anonymized data is reported to advertisers, and they aren’t able to see any store visits from individual website visits, ad clicks, viewable impressions, or people. To help you take action on store visits, we're bringing these insights to data-driven attribution and Smart Bidding which use machine learning to help you improve performance. Data-driven attribution helps you understand which keywords, ads, ad groups, and campaigns have the greatest effect on your business goals. You can use this information to drive more conversions using Smart Bidding. We’re also adding more ways to measure the full value of your marketing. In the coming weeks, Store Visits in Google Analytics will start rolling out to eligible advertisers to connect store visits to other marketing efforts that bring customers to your website and then to your store. One example of a business measuring the online to offline impact of its marketing is department store JCPenney. JCPenney had long recognized that digital campaigns led to store visits but wasn’t able to attribute those visits to specific channels. With Store Visits in Google Analytics, JCPenney was able to look at store visits and visit rate by channel to understand which online marketing channels were most effective in driving in-store visits, and efficiently scale investment in those channels. We hope these new products can simplify your day-to-day and improve performance across your Google Ads campaigns during the holiday season and beyond. 1.  Google/Ipsos, “Shopping Tracker,” April - June 2018, Online survey, US, n=2703 adults 18+ who shopped in the past two days. Response based on top 3 box 7 pt scale.

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Explore product search trends with Shopping Insights (Tue, 16 Oct 2018)
With the world of commerce at their fingertips, consumers are more curious, more demanding and more impatient than ever before. As a result, retailers have to anticipate customers’ needs in order to provide the products they’re looking for and plan marketing strategies. In a recent study, we learned that 84 percent of Americans are shopping in any given 48-hour period, in up to six different categories.1 Whether they’re looking up designer sneakers or DSLR cameras, Google is the first place they go to discover a new brand or product.2 Starting today, a new version of our Shopping Insights tool can help you uncover which products and brands are popular, trending up or down, and how these insights vary by regions in the U.S. This new version includes data for more than 55,000 products and 45,000 brands—significantly increasing coverage over the previous version—as well as nearly 5,000 categories. It’s a free tool, available to everyone, that can help you follow trends in your categories. In addition to more data, we’ve also added several key features to help you inform your strategies. Compare the popularity of a brand within searches for a category Nearly nine out of 10 smartphone users are not absolutely certain of the brand they want to buy when they begin looking for information online.3 That’s a huge number of consumers looking to uncover new brands and products. With this new feature, retailers can track the relative popularity of various brands within a category and adjust their strategies accordingly. For example, the most-searched backpack brands of last 12 months were JanSport, Fjällräven and The North Face, classic brands that have been around for at least 50 years. Searches for the category and all three brands peaked during back-to-school season in 2018, and saw slight growth during the holiday season. Brand popularity Example: Relative search volume for top backpack brands, Oct 2017 - Oct, 2018 But if you reset your time range in Shopping Insights to the holiday season in 2017 (see below), you’ll find that a very different brand was popular in search. MCM, a luxury brand that specializes in “street luxe”–a fashion trend popular among millennial shoppers–was the most-searched brand when consumers were shopping for backpacks. It continued to grow in December, even when searches for other brands were tailing off, peaking on December 25. In fact, MCM was also the only luxury brand in the top 10. By tracking this data weekly, marketers can optimize their tactics in season, and respond to changing consumer preferences within different categories. Brand popularity 2 Example: Relative search volume for top backpack brands, Nov 1 - Dec 31, 2017 You can also use Shopping Insights to understand the relative importance of brands within different categories, and how consumers search for products. In the example above, while MCM was the most searched brand, the top three brands were only mentioned in ~8 percent of the queries. This means most users were searching using keywords that described the category and characteristics of the products they were looking for, rather than specific brands. In contrast, for video game consoles, the top three brands were mentioned in ~90 percent of the queries. Whether shoppers are searching for specific products, using broader shopping queries or brands, knowing this information will help you adjust your marketing strategy. Showcase Shopping ads, for example, can help retailers tap into consumer demand in such categories. Brand popularity 3 Example: Shopping searches and top brands in Backpacks category, Nov 1 - Dec 31, 2017 Subscribe to personalized reports with weekly and monthly trends You can now create up to 10 weekly and monthly email reports for the products and categories you want to follow, so you don’t miss current or future trends. We’ll send you additional data on popular, growing and trending products and brands. For example, in our monthly category reports, we determine which products are trending up or down by removing noise and seasonality effects from the product’s search volume. In weekly reports, you can see which products grew the most in the previous week, as well as any outliers. Monthly report shopping insights Example: Monthly report about trends in Backpacks, September, 2018 Weekly report shopping insights Example: Weekly highlights report for Backpacks, Sep 30 - Oct 06, 2018 Getting started with Shopping Insights The Shopping Insights Tool is available on desktop and mobile in the U.S. Start exploring the data and subscribe for free reports on Shopping Insights today. 1. Google/Ipsos, “Shopping Tracker,” Oct - Dec 2017, Online survey, US, n=3,613 online Americans 13+ who shopped in the past two days. 2. Google/Ipsos, “Shopping Tracker”,April - June 2018, Online survey, US, n=2703 adults 18+ who shopped in the past two days 3. Google / Ipsos Connect, Jan. 2018, Playbook Omnibus 2018, n=1,604 US online smartphone users, A18+

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Helping shoppers buy effortlessly from Best Buy, Nike, and Sephora over the holidays (Tue, 16 Oct 2018)
Today, 76% of U.S. holiday shoppers over 18 use three or more channels.1 At the same time, they expect their experiences to be fast, frictionless, and personalized wherever they are, on whatever device they use. A recent study shows that Google is the first place US shoppers go to discover or find a new brand or product. With Shopping Actions, they can move seamlessly from browsing to buying with a universal cart that works across Search, the Google Assistant, and Google Express whether they’re on mobile, desktop or even a Google Home device. Today, we’re announcing new Shopping Actions partnerships with Nike, Best Buy, and Sephora, enabling shoppers to search and shop effortlessly for tens of thousands of products ahead of this holiday season. Best Buy gives customers even more ways to shop Best Buy knows that when it comes to buying tech, it’s important that customers can shop how, when and where they want. With Shopping Actions, Best Buy’s products are now available on Google Express. Shoppers can use their voice to ask the Google Assistant to check store hours, order status, or even place an order.  "We’re committed to enriching lives with technology, and part of that means giving people the tools they need to research and buy in stores, online and at home. This partnership let’s our customers explore the latest tech in a whole new way." -Allison Peterson, President of E-commerce, Best Buy Nike serves athletes wherever they shop As the first brand from the Footwear and Apparel industry to join Shopping Actions, Nike makes it easy for shoppers to discover and buy from a rich online assortment. Whether they are shopping through Search or with their voice on the Google Assistant, later this month shoppers will be able to find and buy Nike products directly on Google’s platforms. "We’re excited to partner with Google and together deliver premium Nike content and inspiring experiences to consumers. We’ll enable frictionless discovery and purchase of Nike products across Google’s ecosystem and elevate the consumer experience with direct access to Nike products and additional benefits when they add their NikePlus membership at checkout." - Eric Wood, VP of Digital Partnerships, Nike Sephora leads the way in seamless omnichannel experiences Sephora is passionate about seamless shopping. Across their award-winning App, website, and 400+ stores, Sephora constantly innovates to offer a connected, smart and fast shopping experience. With 1 out of 3 last-minute shoppers saying they choose where to buy gifts based on how soon they can get them, Sephora saw a perfect fit with Shopping Actions.2 Sephora clients can now buy across Google’s properties and earn valuable Beauty Insider points with each purchase as part of Sephora’s robust loyalty program -- with overnight delivery to almost anywhere in the US. Get started Nike, Best Buy, and Sephora join hundreds of other merchants already taking part in the program, a 7x increase since we first launched the program. It's easier than ever to join Google Shopping Actions, thanks to integrations with e-commerce solution partners including ChannelAdvisor, CommerceHub, Feedonomics, and Zentail. Even more are coming soon. However big or small your business, Shopping Actions can help you reach more customers faster and easier. Learn more: fill out our interest form. 1. Google/Ipsos, U.S., Omnichannel Holiday Study, Holiday shoppers 18+ who shopped in previous 48 hours, n=5944, Nov. 2017–Jan. 2018. 2. Google/Ipsos, U.S., Omnichannel Holiday Study, Holiday shoppers 18+ who were last minute shoppers n=1121, Nov. 2017–Jan. 2018.

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From discovery to click, new YouTube ads capabilities for more effective video storytelling (Mon, 01 Oct 2018)
The heightened role of video throughout today’s consumer journey is an exciting opportunity for marketers to build connections that drive better business outcomes. At Advertising Week New York, we’re announcing new ways for marketers to become more effective full-funnel storytellers using the combined power of YouTube’s creative canvas with Google’s machine learning and measurement solutions. Help viewers take action with extensions Extensions for Video Ads Soon you’ll be able to make your video ads more actionable with a greater variety of ad extensions. Similar to extensions on Search ads, extensions on YouTube enhance your video ad with additional useful information—giving consumers more reasons to take action. You can already add location and form extensions (currently in beta) to your TrueView in-stream ads. Now we’re exploring additional use cases that encourage viewers to complete lower-funnel actions like finding the next movie showtime, downloading an app or booking a trip. Brands like Vodafone, Chili’s, 20th Century Fox, Headspace and Maybelline are already using extensions for video ads to bring more relevance to their mobile ads and drive impact on the metrics that matter most. Using extensions, Vodafone drove a 2.3x incremental lift in Ad Recall and a 3.5 percent CTR—a 785 percent increase over their regional benchmark. Measure the full impact of your video campaign Video storytelling isn’t just about driving short-term campaign wins—it’s also about driving measurable results at every stage of the consumer journey. We know this is easier said than done, which is why we’re evolving our Brand Liftsolution and partnering with IRI to make it simpler for advertisers to measure and act upon upper- and lower-funnel metrics. Based on your feedback, soon you’ll be able to set up Brand Lift studies directly in Google Ads or Display & Video 360 and conveniently view reporting alongside your other ad metrics. We’ve also started sending Brand Lift surveys continuously throughout the duration of your campaign so you can understand how your video ads are influencing viewer perceptions in near real time. Additionally, we’ve introduced two new metrics: lifted users, the number of people who were influenced by your ad, and cost-per-lifted-user to make it easier for you to optimize your campaign’s effectiveness and cost-efficiency. To get the most out of these new measurement tools, we recommend using Maximize Lift bidding. We're also ramping up our investments in Google Measurement Partners to ensure our advertisers can measure YouTube media with measurement solutions that meet rigorous, verified standards. We work closely with partners to ensure their solutions respect user privacy. In addition to Nielsen Catalina Solutions (NCS) and Oracle Data Cloud, soon CPG advertisers will have the option to measure their YouTube media using IRI. These offerings complement geo experiments with Nielsen MPA, giving advertisers a variety of options for seeing the offline impact of their video ads. Last week we also announced expanded integrations for brand suitability and reach reporting, continuing our commitment to providing both quality and choice when it comes to helping marketers better understand their media investments. We’re excited about how these capabilities can help take your campaigns to the next level, driving real business impact all along the customer journey.

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