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Google AdWords Users

Automotive Professionals using Google AdWords to promote sales, service or parts business. Cost Per Click (CPC) and Cost Per Thousand Impressions (CPM) digital advertising within the Google Search and AdSense placement targeting networks.

Website: http://www.google.com/ads/industry/auto/index.html#utm_source=AWautonews&utm_medium=fyi
Location: Mountain View, CA
Members: 77
Latest ADM Activity: Apr 16, 2013

You can Sign Up for Your AdWords Account using the link below:

Adwords.Google.com

Google's AdWords Digital Marketing tool is quite possibly the single most powerul tactical means of self-generating leads, phone calls and floor traffic for a car dealership that has ever been created... I know, because I have used it for years to generate lead volumes at the thousands per month level!

Checkout the Google Automotive eNewsletter available at:
http://www.google.com/ads/industry/auto/index.html

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Inside Google Adwords Blog Feed

Sharing the latest AdWords innovations

People are constantly connected, moving seamlessly between screens, sites and apps while on-the-go.  This makes the best ads more than just messages sent to various devices.  Instead, ads are now most effective when they connect people with the information, content and places that matter most to them, at the moments they are looking.

This morning, over 170 search marketing experts attended the AdWords Performance Forum where I shared our latest AdWords updates (you can watch a replay of the livestream here).  We’re excited to see how large and small advertisers around the world will put these new products to work, to grow their businesses and find new customers.  These new features will all roll out over the course of the next few months, and we’ll provide more details for you, right here on the Inside AdWords blog, as they launch.

Shiny, appy AdWords!

People are living their lives online, looking for the content that’s most useful for them -- sometimes this content is on websites, sometimes in mobile apps.  For many years, we’ve offered popular formats through Google search ads and our AdMob network  to help you promote your app.  Since they launched, we've helped businesses drive hundreds of millions of app downloads with these offerings.  Today, I announced the next generation of these features across Google search ads, our Display Network and YouTube. Learn more.
1. Better discovery: For businesses looking to promote app installs on the AdMob network, we’ll enable you to reach people who are your most likely customers, based on the apps they use, the frequency of use and the types of in-app purchases they make.  For example, if you exercise regularly and use an app to measure how far you run, you might see an ad for an app that helps you measure the foods you eat and calories consumed.  On YouTube, we’re enabling app installs as an enhancement to the current TrueView offering.
2. Easier re-engagement: Over 80% of downloaded apps are used only once and then deleted.*  Lots of businesses are able to get their apps onto a device, but might never see their customer again.  Today we announced a new app re-engagement campaign type in AdWords for both search and display so that consumers can be taken directly into already-installed apps.  For example, if someone has the HotelTonight app installed on their phone and searches for “hotels in San Francisco” on Google.com, they can go directly to the specific page in HotelTonight about SF hotels, instead of being taken to the app’s main landing page.
3. Enhanced measurement: In AdWords you’ll soon be able to measure conversions across the entire lifecycle of the app - from install to re-engagement to in-app purchases.  

Better measurement = better campaigns

Last year, we introduced Estimated Total Conversions to help you measure the full value of your campaigns, including phone calls and conversions that occur across devices.  Many businesses are already using this to inform their bidding and budgeting decisions, and to find new customers.

For example, photo publisher Shutterfly measures 60% more conversions when factoring in mobile-to-desktop conversions.  With this insight, they decided to include all their keywords on mobile devices, which has helped them find a lot more customers.

The feedback on Estimated Total Conversions has been great, so we’re continuing to invest in this product. As people search more online for local businesses and then go into the store to make purchases, we're testing ways to measure the effectiveness of search ads at driving in-store sales, using anonymized purchase data from retail partners. RKG and fashion retailer, Express, very early testers, found that overall return on ad spend increases 102% when including offline sales in online advertising results.

We’re excited to invest here because over time it will give people a better experience, as more businesses see the value and invest in local information like directions, inventory information, promotions and offers.

Enterprise-class tools
For businesses looking for new customers, the increase in constant connectivity means that the scale of your campaigns is growing, and you've told us you want help to manage your campaigns more effectively. So, we're bringing enterprise-class workflow, reporting, and optimization tools to AdWords.
1. More bulk actions: With new bulk capabilities for extensions and settings, you'll be able to easily set up campaign settings like location targeting and ad rotation across all your campaigns (even if you have thousands of them!). This should be particularly useful for big seasonal promotions, when you might want to update all of your campaigns at once.
2. Automated bidding: Building off of the momentum that we’ve had with automated bidding, we’re adding the ability for you to maximize the number of conversions or the total value of conversions. For example, if you’re a car maker, you’ll be able to set up your campaign to allocate your budget in a way that maximizes the number of people who visit your site to design a custom vehicle.
3. Advanced reporting: To help you analyze your data better (without the endless downloading and re-formatting of data) we’re providing you with new multi-dimensional data analysis and visualization tools so you can perform most, if not all of your data analysis, right here inside AdWords.  We’re also making it easy for you to turn your data into tables, graphs and charts so that you can download them and share with your teams.
4. Your own lab: One of the great benefits of AdWords is that it offers an incredible platform to test and tweak live campaigns.  So we’ve built a lab inside AdWords for you to prepare ideas for your campaigns, see what they’ll look like, and then run tests with live traffic as an experimental trial.  You can experiment with almost anything in your campaign, including bid changes, new keywords, different campaign settings, special bids for times and locations, different kinds of ad formats, and more. We think you’ll like it!
It’s always inspiring for me to hear how AdWords is delivering useful information to people at the right moment and helping businesses succeed.  Thanks to everyone who attended the AdWords Performance Forum or watched the livestream.  I’m excited to see how you put these new features to use, and we’re looking forward to hearing your feedback.

Jerry Dischler, Vice President, Product Management, AdWords

*Source: Digital Trends, 2013

Step inside the future of AdWords

Welcome to the Inside AdWords livestream! Today, Jerry Dischler, Vice President of Product Management, AdWords, announces the next generation of advertising innovations. Tune in to the livestream on YouTube or watch below. We look forward to engaging in the conversation with you at #StepInsideAdWords.

New upgrade option for Shopping campaigns

Earlier this month, we shared a few success stories on Shopping campaigns, our new campaign type for Product Listing Ads (PLAs), and that the regular PLA campaign type will retire in late August 2014.

To upgrade to Shopping campaigns, we encourage you to create a Shopping campaign from scratch and then customize your product groups and bids from there. That way, you can choose how granular you’d like to get and ensure all your inventory is included in your Shopping campaign.

However, if you would like to base your Shopping campaign on a regular PLA campaign, we’re introducing an option today to help you upgrade.
After setting up your Shopping campaign, you’ll be taken to a new page to create ad groups. Here, you’ll see two options: the ability to start fresh with one ad group or create one or many ad groups based on a regular PLA campaign.

Note that some parts of a regular PLA campaigns aren’t transferable to a Shopping campaign, like product targets that use AdWords labels or groupings. If none of your PLA campaigns are transferrable, you might not see this option.

Keep in mind
With Shopping campaigns, you no longer need to create separate ad groups or product targets to track your impressions, clicks and cost. You can analyze and report on your PLA performance by product attribute or by individual items in the Dimensions tab, regardless of your campaign structure.

As a reminder, all PLA advertisers will need to upgrade to Shopping campaigns by late August 2014, at which time all remaining regular PLA campaigns will be automatically upgraded. Over the next few months, we’ll continue to share more information and tools to help you upgrade your campaigns and manage them at scale.

To learn more about Shopping campaigns and how to upgrade, here are a few resources:


Posted by Eric Tholomé, Director of Product Management, Google Shopping

How Search Insights Can Inform Your Event Strategy

Oscar Night. The Olympic Games. Bonnaroo. We think of produced events as finite moments in time. But as we saw with Bob Costas’ eye and “Adele Dazeem”, many of these “finite” moments actually create a much larger window of interest—and opportunity—online. You could say that for every offline action, there is a digital reaction. And it starts with search.

By understanding search data and its role before, during and beyond an event, marketers can prepare to respond to consumers’ needs and desires in new and timely ways. Think with Google looks at how these search insights can help guide a thoughtful event strategy and provides tips for marketers to get the most value from events. Read the full article.

Check out Think with Google’s full collection of Search Insights articles for more examples of how to use search data to inform your marketing.

Posted by Think with Google

+Post ads now available to all advertisers and support Hangouts on Air

Last December, we introduced +Post ads to a limited number of advertisers as a new way to amplify content and create conversations across the web. +Post ads let you to take a piece of your public Google+ content, like a photo or video, and turn it into an engagement ad that runs across the Google Display Network.

Starting today, +Post ads are available to all advertisers who meet a minimum threshold of Google+ followers. We’re also piloting two new features - promoted Hangouts on Air and automatic post promotion - to help you create compelling ad experiences and make it easier to extend the reach of your social content.

Partner success
+Post ads are already helping advertisers run creative campaigns that make the entire web their social stream. For example:

For the launch of the 2014 Corolla, Toyota USA sought to drive consideration from a younger audience by promoting their Google+ content with +Post ads. For this campaign, Toyota USA saw a 50% higher engagement rate than the industry average for rich media ads.
Click to see the Toyota case study
To raise awareness with their potential customers, prAna, a yoga and climbing inspired apparel company, incorporated +Post ads into their existing AdWords display campaigns. “We focused on highly targeted audiences that best reflect the interests of our core consumers, such as yoga, climbing, outdoor lifestyle etc. We chose the most hyper relevant Google+ content to promote to each targeted audience, to ensure high engagement rates,” says Karen Hardy Online Marketing Manager.

The European Parliament worked with Ogilvy Brussels to run a campaign in 11 countries encouraging European citizens to cast their votes in the upcoming EU elections. Koen Van Impe, CEO Ogilvy Brussels, found the combination of an easy to create ad, the potential reach and targeting of the Google Display Network, and the powerful ad format promising and saw engagement rates that were 50% to 100% higher, and at a lower cost-per-engagement, than previous campaigns.
Click to enlarge
Promoting Hangouts on Air across the web
You can now promote your Hangout on Air with +Post ads that lets users take specific actions before, during, and after the broadcast. Users can RSVP prior to the Hangout, watch the broadcast live, and view a recording after the event.

ASOS hosted a shoppable Hangout where fans could check out styles and make purchases from a collection created in collaboration with a global activewear brand. The event was promoted live in a +Post ad, driving awareness and live tune-ins of the event on relevant web sites. In total, 71% of live viewers for the Hangout watched from a +Post ad.
Promoted Hangout on Air
Automatically promote your most recent post
At any given moment, there is someone interested in your brand, but it’s challenging to make sure you reach people at every moment that matters. Now you can automatically promote your most recent Google+ post, and pay only when people engage with your content, extending the reach of your social content across the web.

Lean more about +Post ads and Google+ by visiting the Google+ for brands site.

Posted by Eran Arkin, Product Manager, Social Display Ads

Next Tuesday is your chance to step inside AdWords

Next Tuesday, April 22nd at 9am PT and 12pm ET, we invite you to step inside AdWords as we share our next generation of advertising innovations with you, live, right here on the Inside AdWords blog. As part of this global livestream, we will announce 10+ new AdWords products, features, and research studies that we have worked hard to develop over the past year. We built these innovations with you in mind, using customer feedback to inform our product development decisions. Register for the livestream here.

As we met with advertisers, both large and small, and conducted consumer research, we learned the following:
  1. It’s no longer about devices.  Consumers are constantly connected, and the average American today owns four digital devices and spends 60 hours per week consuming content across platforms.* In this multi-device world, the way people use desktops, laptops, notebooks, tablets, and smartphones is blurring. This means people don’t think about which device they’re using, they just expect the right content to appear seamlessly wherever they are ready to engage.
  2. Context matters more than ever. The ways people connect -- whether that’s on a computer, a mobile website or an app -- have become increasingly important in showing people the right content -- and the right ads. With more insight into people’s contexts, we can make more meaningful connections and create better consumer experiences.
  3. Connecting people to content. With more consumer touchpoints than ever, it can become increasingly complex to reach people in the moments that matter. At Google we work hard to develop innovations that let technology do the hard work so that businesses can focus on reaching their customers.  
With these insights, our team of product managers and engineers went to work to build a brand new set of AdWords innovations to help businesses continue to grow while saving time and improving efficiency.

Join us for our big announcements. Our livestream is on Tuesday, April 22nd at  9am PT / 12noon ET -- right here on the Inside AdWords blog. Register here.

Posted by Your Inside AdWords Team

*Nielsen, February 2014.

Upgrade to Search Network With Display Select for Better Performance

Last month we shared some stories about how Search Network with Display Select is driving strong performance for many advertisers including Elmo Learning, Wordstream and ShopPivot. This new, high performing hybrid campaign type helps advertisers, on average, see a 35% higher click-through-rate, and a 35% lower cost-per-customer purchase on the Display portion of their Search Network with Display Select campaigns.

Upgrade now for better performance
To start tapping into this opportunity, upgrade your “Search and Display Networks” campaigns to “Search Network with Display Select” today. You may be offered an option to create a ‘Display Network only’ campaign during the upgrade process. If you would like to maintain your click volume on Display, accept this option and we will automatically create a ‘Display Network only’ campaign for you. As we continue to invest in Search Network with Display Select and see strong adoption from advertisers, we will begin upgrading all ‘Search and Display Networks’ campaigns to ‘Search Network with Display Select’ campaigns starting on September 16th, 2014. Click here to upgrade.

We’re here to help
We want you to be successful with AdWords, so please visit the Help Center or Contact Us if you'd like assistance with your upgrade.

Posted by Ahmad Anvari, Product Manager, Google Display Network

An important step by the Media Rating Council toward a viewable impression currency

On Monday, the Media Rating Council (MRC) announced that it is lifting its advisory on transacting on viewability for display advertising, originally issued in November 2012. In taking this step, the MRC is signaling that great strides have been made toward the goal of transacting display advertising using viewable impressions, and the industry is ready to begin the process of adopting viewable impressions as a standard metric. We applaud this move and are thrilled to see the industry move closer to the reality of a true viewability currency.

Google has been a longtime supporter of this effort and we’ve partnered with the industry, the Media Rating Council and the IAB, as part of the Making Measurement Make Sense (3MS) initiative, to help guide the definition and adoption of a viewable impression standard. Last April our viewability measurement solution Active View received accreditation by the Media Rating Council and, in the coming months, we’ll be making Active View reporting available to all DoubleClick customers across our platform. We believe that giving marketers, agencies and publishers access to a common, integrated viewable impression metric will set the foundation for viewable impressions to become an actionable currency.

But measurement alone will not make viewable impressions a currency. To become a currency we need technology that allows advertisers and publishers to not only measure, but also transact on viewable impressions. In December, we took our first step toward making viewable impressions a true currency by giving advertisers the ability to target and buy only viewable impressions on the Google Display Network. We’ve seen a strong positive response as thousands of advertisers and brands have adopted viewable impression buying on our network, but we’re not stopping there. We’re investing heavily in Active View and working quickly to enable our DoubleClick platform clients to value, buy, sell, serve and optimize to viewable impressions across the web. 

The MRC announcement represents an important milestone in the journey towards a viewable currency. As marketers and agencies adopt the viewable standard we can start to build a new display market that is more transparent and actionable for brand marketers.

Posted by Sanaz Ahari, Senior Product Manager

Originally posted at http://doubleclickadvertisers.blogspot.com/

What’s next for Shopping campaigns and retailers

In February, we made Shopping campaigns available to all Product Listing Ad (PLA) advertisers and, in March, we released AdWords API support to help you manage your campaigns at scale. Shopping campaigns offer the ability to browse your inventory directly in AdWords, report on your performance down to the product-level, and bid competitively with new metrics like benchmark data and impression share. We’ve received great feedback from you so far and are excited to share what’s next:
  • Size your opportunity with Bid Simulator - To provide more actionable insight into your PLAs, we’ve been rolling out a Bid Simulator that’s now available in all Shopping campaigns. With a Bid Simulator, you can now estimate how bid changes could impact your impressions, clicks or costs.
  • Options to create a Shopping campaign - In the coming days, we’ll be adding some options to help you get started. You would be able to create a Shopping campaign from scratch or, for many of you, use one of your regular PLA campaigns to create similar product targets, negative keywords or promotional text.
  • Multiple ad groups for advanced retailers - While many of you will be happy with your Shopping campaign as is, we’ve heard from advanced retailers that they’d like to create multiple ad groups. It’s now possible to do this within a Shopping campaign.
Continued Retailer Success
Since we made Shopping campaigns available to all PLA advertisers, we continue to hear many examples of how it helps you manage PLAs and effectively grow your business. Here are a few:
“The benefits of Shopping campaigns can’t be overstated – the ease of setup, the transparency of data, the ability to group products into logical categories and manage to the product level make it a must. All of these contribute to our clients’ ROI almost tripling, and there’s still room to improve.” -JumpFly
“The new Shopping campaigns allowed us to achieve a much higher-level of profitability, cutting costs by 13% and increasing return on ad spend by about 22% on average. Not only that, the new campaign type trims about 2 hours of setup time.” -Exclusive Concepts 
“We used the product-level data from our Shopping campaign to fine-tune our bidding strategy, focusing on the products that acquired the most traffic & lowered the ones that are less important. This helped us increase visits 25% & ROI by 16%.” -Wiggle 
“Shopping campaigns effectively reduced the time spent setting up product-specific bids and optimizing in half. We can now invest even more time into each client, and the results we’ve seen have been no less than amazing. A client selling home accessories saw a 301% increase in revenue after only one month. As a result, we are now changing our agency standards within PLAs to only use Shopping campaigns.” -White Shark Media
Future of Shopping campaigns and retirement of regular PLA campaign type
Shopping campaigns offer a truly retail-centric and seamless approach to PLAs. We're very excited by the positive feedback we've heard so far and will continue to build tools and features into this new campaign type to help you manage your PLAs. Thus, we'll be retiring the regular PLA campaign type and asking all PLA advertisers to upgrade to Shopping campaigns by late August 2014, at which time all remaining PLA campaigns will be automatically upgraded. Over the next few months, we’ll share more information and release more tools to help you upgrade your campaigns and manage them at scale. We encourage you to start planning your upgrade to Shopping campaigns today to take full advantage of the new features as soon as possible.

For additional help, here are a few resources:

Posted by Eric Tholomé, Director of Product Management, Google Shopping

Step Inside AdWords on April 22 and be the first to see the newest innovations

It’s an exciting time to be a performance marketer. When we combine the creative magic of marketing with technology that’s available anytime, anywhere, and on any device, we can connect with customers in more innovative and relevant ways than ever before.

We are constantly working to improve AdWords, and on Tuesday, April 22, 2014 at 9am PT, Jerry Dischler, VP of Product Management for AdWords will share a brand new set of innovations with you live on the Inside AdWords blog.  Register for the livestream here.

Building on the success of enhanced campaigns, Jerry will announce a number of new features that help you use context to reach customers in even more effective ways. We’ve designed new tools so you can increase awareness and engagement everywhere your customers are online – from the web, to the mobile web, to mobile apps. And when it’s time to manage your campaigns and measure performance, we want to help you do so efficiently in AdWords with new functionality designed for the multi-screen world.

These AdWords innovations are the result of countless conversations we’ve had over the past year with advertisers, both large and small. Based on your feedback, hundreds of product managers and engineers worked hard to build these new products. Simply put, we built these new products for you.

We hope you’ll join the April 22 livestream of our announcements featured here on the Inside AdWords blog. Register for the livestream here. Until then, follow us on our +GoogleAds page for sneak previews of what’s to come. Use hashtag, #StepInsideAdWords, to join in on the conversation.

Posted by Your Inside Adwords Team

Introducing a simpler, more capable TrueView in AdWords for video

Since its debut in 2010, the TrueView format has enabled advertisers to break free of time constraints, grow view count with opted-in views and only pay when people choose to watch their video ads. Thanks to these benefits, TrueView advertising connects users with relevant ads, and empowers creators to monetize their content. In our ongoing quest to help advertisers unlock the power of online video, today we’re announcing a forthcoming improvement to make TrueView both simpler and more capable.

On April 15, we will go from three TrueView formats to two: TrueView in-stream and TrueView in-display. This will effectively combine the in-search and in-display formats into one format called TrueView in-display.

In addition to simplifying campaign creation and management, this change offers the following:
  • Organizes TrueView around how a user interacts with the ad (either by viewing as a pre-roll video or clicking on a thumbnail) rather than where the ad appears.
  • Tell us where you want your ads to appear at the campaign level – YouTube videos, YouTube search and the Google Display Network – and all ads within that campaign will run on your selected networks.
  • Deliver more relevant ads on the YouTube search page. Just as you can use in-stream ads to reach different demographics or audiences, now you can tailor in-display ads running on YouTube search pages to these same parameters, in addition to keywords.

What do you need to do?
Starting April 15, all new video campaigns will use new campaign settings and simplified ad formats. At the same time, you'll have access to an upgrade center where you can upgrade any or all of your existing campaigns to the new functionality. Starting May 15, all campaigns will be automatically upgraded.

We believe this change will make TrueView an even more effective tool to help you build your brand with videos. For further reading, please visit our Help Center article.

Posted by Ryo Akasaka, Product Manager, AdWords for Video

Put Your Best Foot Forward with Consumer Ratings Annotations

Whether users are searching for clothes, car insurance, or a holiday, they have never had so much choice. And as users increasingly rely on the opinions and experiences of others to help them choose, a brand's reputation matters more than ever before. That's why we've developed ways to show ratings, reviews and social endorsements for your business as part of your search ads on Google. This kind of information makes your ads more useful to potential customers and can improve ad performance.

Introducing Consumer Ratings Annotations
Over the next few days, we'll be rolling out consumer ratings annotations, a new format for search ads that provides detailed consumer opinion data. Consumer ratings annotations highlight one or more strongly rated aspects of your business as part of your ad. For example, if you're an insurance company, this annotation may be focused on claims handling. If you're an airline, it may highlight your rewards program.

Example search ad showing consumer ratings annotations

Testing with our beta advertisers has shown that consumer ratings annotations can increase click-through rates (CTR) by 10% on average. Many advertisers have already seen the positive impact of this format. Brian Borkowski, Director of Digital Marketing at Farmers Insurance Group, says, "Consumer ratings annotations help us stand out from competitors and attract new customers. When we looked at our ads that displayed these ratings, we saw an increase in CTR, which speaks to the awareness, trust and impact from this format."

Consumer Ratings Annotations: Powered by Google Consumer Surveys
Data for this annotation comes from hundreds of thousands of surveys we've run using the Google Consumer Surveys platform. Google Consumer Surveys provides a controlled platform for sampling consumer opinion, helping to avoid some of the potential biases and risks with other types of open-to-everyone review platforms. Each rating is based on at least hundreds of completed surveys, with the average above 1000. We plan to regularly refresh the survey data to keep the ratings current.

Learn more
For the last few years, we’ve been working on bringing trust and transparency to your search ads with formats like seller ratings and review extensions. Consumer ratings annotations will soon start showing with several hundred advertisers' search ads in the US, UK and Canada. We hope to expand availability to more advertisers in the future, so drop us a line if you’re interested in showing consumer ratings annotations with your ads.

To learn more about consumer ratings annotations, check out the AdWords Help Center.

Authored by Shreyas Doshi, Group Product Manager, AdWords

Enforcement of Google Shopping unique product identifier requirements

Last year we announced that we began enforcing the unique product identifier requirements to improve data quality on Google Shopping. The new specifications help us serve better Google Shopping results to users while creating more opportunities for merchants. Specifically, unique product identifiers help us create one listing for a product with its various sellers, allowing users to discover a wider range of products on Shopping and easily navigate to a retailer of their choice to purchase the product.
In order to meet the unique product identifier requirements, you must provide comprehensive and accurate data. We highly recommend making the necessary changes to comply with data quality requirements as better data quality is a key lever to improve your Product Listing Ads performance.

Last year we began enforcement by (1) disapproving products that did not have data in the feed for the unique product identifier attributes - GTIN, MPN and/or brand (2) demoting products that incorrectly used the identifier_exists attribute and (3) disapproving products that provided invalid GTINs that didn’t conform to standard GTIN specifications.

Additional unique product identifier enforcement

Soon we will start to (1) disapprove products with incorrect GTIN, MPN and brand and (2) globally demote products that incorrectly use the identifier_exists attribute. We will continue to ramp up enforcements to find and disapprove products with incorrect GTIN, MPN and brand data in the coming months.

We recommend reviewing product warnings and disapprovals in the Data Quality and Data Feeds tabs in Merchant Center. For pending product disapproval launches, the violations may show up as warnings and eventually show as errors in the UI after the enforcement launch date. For products demoted due to incorrect use of ‘identifier_exists’ attribute, please review your products where it is set ‘false’ to make sure you marked so only for custom goods.

For more information, please review the unique product identifier requirements and the latest product feed specifications to make the appropriate changes to your data. You can also review our previous office hour session to help merchants with these new requirements.

Posted by Angelika Rohrer, Program Manager, Google Shopping

AdWords API now available for Shopping campaigns

As part of our efforts to help you connect with consumers and promote your products online, we introduced Shopping campaigns to all Product Listing Ad (PLA) advertisers in February. Shopping campaigns offer a streamlined, retail-centric advertising experience with robust reporting and insightful competitive metrics like benchmark data and impression share.

Today, we’re excited to announce that you can now create and manage your Shopping campaigns at scale with the AdWords API. We are working with external agencies and search management platforms to add support for Shopping campaigns.

For more information on Shopping campaigns, here are a few resources to help you get started:


Posted by Eric Tholomé, Director of Product Management, Google Shopping

On your phone, tablet or laptop: Your results front and center with AdWords Express

When you log in to AdWords Express today, you’ll notice that it’s now easier to find the information that’s important to you, whether you’re on your phone, tablet or laptop. After gathering feedback from AdWords Express users, we’ve redesigned the dashboard with ad performance stats front and center.
See how many views, clicks and calls your ad has received from customers on different devices
Check your ad’s performance on the go
It’s easy to manage your advertising, even when you’re away from the office. For example, to check how many customers have seen your ad from their tablet (while using your own phone) just look under the “Views” graph.
Check your ad's performance on the go
Go beyond the click with Google Analytics
Now you can see more details about how users interact with your website after clicking your ad by linking your Google Analytics and AdWords Express accounts. Once you connect your accounts, you’ll see a new card on the AdWords Express dashboard (as well as in your Analytics account).
Google Analytics information in AdWords Express
To learn how to link Analytics and AdWords Express, visit the help center.

If you have additional feedback on this new design, please let us know. And if you haven’t yet started using AdWords Express, you can sign up today.

Posted by Francisco Uribe, Product Manager

Reach more customers across Search and Display with Search Network with Display Select

Our customers are accessing information across multiple devices, and might look at 10 different sources - online reviews, news articles, recommendations from friends and more - before making a purchase. Display advertising captures these signals, enabling advertisers to connect with customers across millions of sites, videos and apps.  But for some advertisers, managing separate search and display campaigns can be complex and time consuming.

Last fall we launched a new high-performing way for advertisers to grow their businesses across both search and the very best of display opportunities in a single campaign: Search Network with Display Select.

Now we're excited to share the early results: Search Network with Display Select campaigns are helping advertisers gain up to 15% more customers than search campaigns alone.  In fact, the average advertiser can see a 35% higher click-through-rate, and a 35% lower cost-per-customer purchase on the display portion of their Search Network with Display Select campaigns.
WordStream, an agency specializing in pay-per-click advertising turned to Search Network with Display Select to broaden its clients’ reach and convert new audiences across the web. “As an agency we understand the long-term benefits of display, but when money is coming out of a client’s pocket, they want to see a direct return,” says Rich Griffin.

Search Network with Display Select has helped WordStream's clients increase conversions beyond search:

  • Safeguard Tubs makes walk-in bathtubs for seniors. They saw a 25% increase in their overall conversions at a cost-per-acquisition on par with their previous campaign by reaching new customers on sites like AARP.com. 
  • Blindster, an online seller of blinds and shades, drove 22% more conversions by showing their ads on DIY sites and home design blogs. 

Another company that has found success using Search Network with Display Select is ELMO Talent Management Software, a SaaS HR systems company who found themselves maxing out traffic for super-competitive keywords like ‘LMS’ and ‘Performance Management System.' They turned to Search Network with Display Select, and in 3 months saw 20% of customer acquisitions coming from display ads, at a cost-per-lead 40% cheaper than their previous campaign.

Search Network with Display Select helps ELMO compete with the major international players in their space. "We're a player in the Asia-Pacific region, not on a global scale — yet," says CEO Danny Lessem. Display ads promote the ELMO brand and give it the visibility and stature the company had been missing.  "When we ask our prospects how they found out about us, what closed the deal was seeing our brand on the Google Display Network.”

It's not just for online businesses, either. Porter's Patch, a Wisconsin family farm, saw a 20% increase in website visitors from display with 60% lower cost per click.

Getting started

The best way to find out how this campaign type performs for your account is to log in and try it out! We've made upgrading to Search Network with Display Select easy in the AdWords interface, with step-by-step instructions available in the AdWords Help Center here.
We'll also be doing a Hangout with Rich Griffin and his WordStream team on on Wednesday March 31st, 10am PT / 1pm ET. Sign up here and then tune in on March 31st. Or, send us your questions and comments at #SNDS -- we'll be ready to answer.

And to learn more about new Search Network with Display Select, visit our help center.

Posted by Woojin Kim, Product Management Director 

A New way to count conversions in AdWords

We’ve been working hard on building products and features that help you better understand the value you’re getting from AdWords. With estimated cross-device conversions and cross-account conversion tracking, you’re able to more accurately measure conversions in AdWords and better understand the complex path to purchase.

Today, we’re excited to launch flexible conversion counting.

Flexible conversion counting  is an improved way for you to count conversions that really matter to you. Now you can better measure the value of each click that turns into business results.

Want to know more? Check out this video to see how flexible conversion counting makes it easier to count all of your conversions.
Flexible Conversion counting replaces today’s conversions (one-per-click) and conversions (many-per-click) columns with Converted clicks and Conversion columns--helping you understand the relative value of each click that results in a conversion. A company like Berkeley Tees can now count all instances of t-shirt purchases while only counting unique instances of catalog downloads. Take a look:
Click to Enlarge
Read more information about flexible conversion counting in this Help Center article.

Posted by Vishal Goenka, Product Manager, AdWords Conversions

Shopping campaigns now available to all advertisers around the world

Last year, we introduced Shopping campaigns to a limited number of advertisers as a new, retail-centric way to manage and promote your products on Google. It allows you to browse your inventory directly in AdWords, streamlining how you organize, bid and report on your Product Listing Ads.

We received great feedback from advertisers so far, who say that Shopping campaigns help them save time organizing their inventory and discovering new opportunities to optimize and grow their traffic online. Here are just a few things we’re hearing from retailers.

  • "We're very excited about the opportunities that come with Shopping campaigns. It makes life easier for retailers who want to get more granular with their targeting, solving many problems that exist today. Its features help clients manage, exclude and prioritize their products and can help clients continue to see increased ROI on PLAs in the future." - Todd Bowman, Product Manager, RKG

  • "Thanks to Shopping campaigns, our 8000+ product catalog is manageable now. The advanced competitive metrics, such as impression share and benchmark max. CPC, really help us manage bids efficiently." - Nick Carter, Director of Marketing & Sales, ValuePetSupplies

  • "The transition was very easy. We quickly created product groups for the top 25 brands and a ‘top sellers’ strategy and saw a 6% reduction in CPC and a 13% increase in conversion rate. The combined benefit of these two improvements alone has meant our CPA has reduced by 20% since we launched Shopping campaigns." - Rich Brown, Head of PPC, Farfetch

  • “Transitioning our customer AllesRahmen.de to the new Shopping campaigns was the best decision. They not only saved us time, but the additional information on benchmark CTRs and max CPCs also helped us to optimize the campaign efficiently, lowering our CPA by 88%.” - Melanie Lang, Head of SEA, Beyond Media

  • "Shopping campaigns definitely gave us more control over our bidding, helping us quadruple our click-through rate, reduce our cost-per-order by two-thirds, and increase our conversion rate by 88% year on year." - Shira Reineking, Head of Campaign Management Online Business, real, - 

Starting today, Shopping campaigns are now available to all advertisers around the world.*

Based on feedback from early adopters, Shopping campaigns also now allow you to bulk edit your product groups at scale. API support and a bid simulator are coming soon. We’ll continue to build out support for Shopping campaigns, working closely with external agencies and search management platforms as well.

Learn how to get started with the help of a few resources:



Need additional assistance? We’re happy to help. Feel free to visit our Help Center or contact us.

Posted by Eric Tholomé, Director of Product Management, Google Shopping

*For a full list of countries targetable with Product Listing Ads, visit the help center.

Investing in Better Measurement for Brands

The world’s major brands are now building their marketing campaigns for the digital world, from Dove's Real Beauty Sketches, to Toyota's Car Collaborator, to Kate Spade’s holiday ads.

Brands and their agencies want to better measure their digital campaigns, but they don’t want one-off science experiments or fuzzy numbers; they want metrics that are as meaningful and actionable as the click has become for performance advertising:
As we invest to improve brand measurement for the entire industry in all these areas, we are keeping a few things in mind. First, measurement should be actionable - real time insights to improve campaigns as they run, not after-the-fact reports that can only improve future ad buys. Second, we know our clients want measurement that is open and transparent so we’re partnering with the industry to create metrics that serve as a true currency between buyers and sellers, and offer flexibility and choice to marketers.

Today at the IAB Leadership Summit, I gave an update on a few of our brand measurement products:

Active View

Last year, comScore estimated that 54% of ads running on the web aren’t seen by the user.  Maybe the reader scrolled past your ad; maybe she never got to it.

We’re supporting industry initiatives, like the IAB’s Making Measurement Make Sense (3MS) to establish new standards.  And late last year, we made it possible to buy based on viewability on the Google Display Network. This capability is based on our MRC-accredited Active View technology, a transparent and actionable viewability metric that we’re gradually rolling out to both marketers and publishers. It’s early days, but we’ve already seen more than 1,500 brands buying impressions based on viewability, across more than 100,000 sites on our network.

comScore vCE

In TV, marketers use the concept of a Gross Rating Point (GRP), by which they measure the reach and frequency of their campaigns among different demographics. For digital campaigns, there are a number of options for marketers wanting a digital GRP across screens. For example, last year, we started testing comScore vCE (validated Campaign Essentials) and Nielsen OCR (Online Campaign Ratings) for campaigns on YouTube and across our network.

While we’re excited by the efforts in the industry to introduce GRPs to the digital market, we believe we haven’t yet reached the full potential of this metric.  And so today, we’re excited to announce that we’re taking another step forward by partnering with comScore to turn vCE into a digitally actionable metric.

By working closely with comScore and the industry, we believe we can make a GRP metric that will be completely actionable: both advertisers and publishers will be able to see if a campaign is reaching the right audience in real time and make adjustments if it isn’t.  No more waiting days or weeks for reports, no more wasted media, no more missed opportunities. This objective, third-party vCE metric is being built directly into our DoubleClick ad serving products, where it can serve as a transparent currency for both marketers and publishers to buy, sell and measure ad space across sites, formats and screens.

Brand Lift

At the top of the pyramid, brands want to measure the impact of advertising on core brand metrics like awareness, favorability, purchase consideration and, ultimately, sales. We're developing a suite of Brand Lift products to help here.  Last year, we began a small test of surveys to measure the impact of a brand's campaign.

Measuring ad effectiveness by conducting surveys is not new.  But generally they’re slow to provide results, and get very low response rates.

In our early tests, we’re seeing 20-30% user response rates (significantly higher than traditional surveys), coming through in near real time.  This enables brands to turn the results into immediate action: brands that are using Survey Lift have seen an 82% lift in ad recall, along with a 64% lift in brand awareness. For example MasterCard was able to double brand recall for one of their holiday campaigns based on insights gleaned from surveys.  Based on this early promising feedback, we’ll be rolling these surveys out more broadly, for more types of campaigns, in coming months.
Going forward

There’s lots more to come, and we're working on ways to help brands at all stages of the measurement pyramid. More actionable, open and transparent measurement will help bring more great campaigns and brands online, which in turn helps to fund web services and content. We’re looking forward to working with the industry and partners to help make this a reality.

Posted by Neal Mohan, VP, Display Advertising

The Gift That Keeps on Giving: Post-Holiday Learnings

Now that you’ve taken a breather from the last holiday season, it’s time to start preparing for the next one.  For some of you, so much depends on the holidays that you’ll be spending most of this year preparing for them.  We want to help you make the most of last season’s recap so that next season’s performance will be your best.  That’s why we’ve put together this checklist to ensure that you cover everything in your post-holiday analysis.

Are you doing all you can to get ready for the next holiday season?

  • Analyze this past season’s performance
  • Gather and share feedback with your team and partners
  • Start planning and preparing for the next season

It’s never too early to start preparing for this year’s critical holiday season.  Building a plan from past performance and updating it as you find new opportunities sets you up for even greater success this year.  Give the gift that keeps on giving to your account.  Download the Post-Holiday Analysis Checklist today.

Posted by Matt Lawson, Director, Performance Ads Marketing

Comment Wall

Comment

Oops... You need to stop "Lurking" on ADM and become a more genuine Automotive Professional by completing your membership registration. As a registered ADM Member, you can post comments, publish your own articles (be a star!) and start Forum discussions. Stop being an online "Peeping Tom" and JOIN ADM RIGHT NOW!

Comment by Sebastian James on November 23, 2009 at 8:45am
Reality check for AdWords:

http://www.chiefmartec.com/2009/11/study-reveals-issues-with-search...

Great article, remember to build trust at the same time you position low price.
Comment by Ralph Paglia on August 28, 2009 at 9:43pm
Sebastian,

That's just Toyota's misguided attempt to prevent people from advertising their cars on Adwords... If you work for a Toyota dealer, request an exception to the rule in Adwords where the window is that tells you why it was disallowed... then write "This Adwords account is operated by a TMC authorized Toyota dealer. ABC Toyota, Dealer #####"... Within 24 to 48 hours your request will be approved if the dealer number matches up to the name

I do it all the time for the Toyota dealers that my team supplies with Digital Advertising services..
Comment by Sebastian James on August 28, 2009 at 5:09am
Is anyone having trouble using ads with "Prius", "Highlander" and other Toyota models in their copy? I'm finding that the ads never get approved, or get approved for limited run. As a blogger, I'd like to be able to attract readers by telling them about a specific post on the new Prius. Not being able to is frustrating. Are digital marketers assigned to sell Priuses running into the same problem?
Comment by Ralph Paglia on August 24, 2008 at 3:15pm
Here's a very helpful resource center from our friends at Google:
http://www.google.com/adwords/learningcenter/
Comment by Ralph Paglia on June 16, 2008 at 6:40pm
Hard to get Google "Talk to Live Person" information:

To speak with an AdWords Specialist:

1. Call 1-866-2-Google, and press 2 to access AdWords.

2. To expedite your call, press 1 to enter your Customer ID. This number is located at the top of every page in your AdWords account, next to your name and email address.

3. Press 2 if you don't have your Customer ID available, and you'll be transferred to the next available AdWords Specialist.

4. Press 3 if you'd like to start an AdWords account or want to learn more about the AdWords program.

AdWords Specialists are available by phone Monday - Thursday, from 7 a.m.
to 7 p.m. PST (U.S.), or on Friday, from 7 a.m. to 6 p.m. PST (U.S.).

If you have additional questions, please visit our Help Center at https://adwords.google.com/support to find answers to many frequently asked questions. Or, try our Learning Center at http://www.google.com/adwords/learningcenter/ for self-paced lessons that cover the scope of AdWords.

We look forward to providing you with the most effective advertising available.

Sincerely,

Nithila
The Google AdWords Team
Comment by Ralph Paglia on May 19, 2008 at 5:33pm
To this day I have not found a better single page web site with direct access to all knowledge needed to properly manag varu=ious types of Google Adwords campaigns... Here it is:
http://adwords.google.com/support/
 

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