Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
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.
Location: Mountain View, CA
Latest ADM Activity: Jul 31, 2014
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.
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.
You’ll be able to:
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.
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:
These new analytics are available to all brands in Manufacturer Center that meet eligibility requirements.
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.
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.
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.
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.
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.
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.
Example of an ad pod experience on mobile.
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.
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.
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
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.
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.
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!
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.
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.
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.
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.
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.
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.
We hope these tips help you find valuable new app customers this season. Happy holidays!
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.
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!
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.
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:
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
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.
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.
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.
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.
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.
Example: Shopping searches and top brands in Backpacks category, Nov 1 - Dec 31, 2017
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.
Example: Monthly report about trends in Backpacks, September, 2018
Example: Weekly highlights report for Backpacks, Sep 30 - Oct 06, 2018
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+
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 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
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 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.
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.
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.
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.
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.
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.
Is my marketing working? It sounds like a simple question, but in today's complex environment, answering it correctly is a challenge. To help advance advertising measurement, we’ve invested in third-party accreditations through the Media Rating Council (MRC), and partnerships with leading measurement technology providers. Together, these efforts help ensure that the metrics our advertising solutions deliver are trusted, align with industry standards, and can be compared across providers.
Today, we’re announcing new MRC accreditations across Google advertising products, including Google Ads, Google Marketing Platform (specifically Display & Video 360 and Campaign Manager), and Google Ad Manager.1
We’ve also made progress with Google Measurement Partners for viewability, brand safety, and reach reporting on YouTube.
Advertisers consistently tell us that they struggle with comparing media placements to determine where to invest their limited marketing resources. It’s a problem that’s made even worse when media providers use different definitions of commonly accepted metrics like clicks, impressions, and viewable impressions.
By endorsing the MRC standards and Interactive Advertising Bureau (IAB) guidelines for media measurement, we stand on the side of marketers, who deserve transparency and fairness in their media buys.
Below, you’ll see the comprehensive list of MRC accreditations we currently maintain across search, display, and video ads on the web and in apps. Accredited metrics include various aspects of our clicks, served impressions, viewable impressions, and invalid traffic detection and filtration.
With today’s announcements, YouTube video ad impressions and viewability metrics for desktop, mobile web, and mobile in-app are now fully MRC accredited in Google Ads, Display & Video 360, and Campaign Manager. And we’ve begun the audit process for MRC accreditation of recently added metrics, including brand safety and Unique Reach reporting on YouTube in Google Ads.
“Google has consistently demonstrated a commitment to helping advertisers and publishers achieve transparency and quality in measurement through its work with the MRC. In addition to submitting products for initial consideration for MRC accreditation, Google also has expanded on the scope of what’s being submitted for existing accredited products. This progress is emblematic of what we at MRC consider to be our core industry mission: to help lift the bar for quality in measurement consistently upward.”
—George Ivie, CEO and Executive Director, Media Rating Council
“Google’s efforts to create transparency and choice through MRC accreditation demonstrates their commitment to delivering a better, more responsible advertising ecosystem. The ultimate goal is to ensure transparency at every step in the complex advertising supply chain, and Google’s efforts are helping us achieve that objective."
—Bob Liodice, CEO, ANA
To help advertisers measure YouTube media in a verified, privacy-safe way with the measurement solution of their choice, we've also made progress with Google Measurement Partners for viewability, brand safety, and reach reporting.
First, the YouTube data feed for video viewability reporting by third-parties is currently under audit by the MRC. Our ultimate goal is to achieve MRC accreditation for our integrations with DoubleVerify and Integral Ad Science (IAS), so advertisers can be confident that YouTube metrics have been third-party verified, no matter where they choose to measure.
In addition, brand safety verification on YouTube by both DoubleVerify and IAS is now in expanded beta. In beta tests with DoubleVerify and IAS, we’re seeing 99 percent success rates on brand safety across both auction and reserve, including Google Preferred.2
We’re also expanding our partnerships for reach measurement, which now include Nielsen, comScore, Kantar, and soon, Meetrics. This month, YouTube’s integration with Nielsen for mobile in-app measurement has expanded to Australia and Italy. This is in addition to the U.S., Canada, Japan, U.K., Germany, and France which are already available.
To know if their marketing is working, advertisers need access to accurate, timely metrics they can trust, regardless of which measurement provider they choose. Looking to the future, we’ll continue investing in measurement solutions and partnerships that help advertisers understand and compare the impact of their investments using commonly accepted metrics and standards.
1. New MRC accreditations achieved since our blog post in February 2017 include:
Served Ad Impressions for video on desktop, mobile web and mobile in-app
Viewable Ad Impressions for video on desktop, mobile web and mobile in-app
Sophisticated Invalid Traffic Detection & Filtration for Clicks for search and display on desktop, mobile web and mobile in-app, and Viewable Ad Impressions for video on desktop, mobile web and mobile in-app
Google Marketing Platform:
Display & Video 360:
Clicks for display and video on desktop, mobile web and mobile in-app
Served Ad Impressions for display and video on desktop, mobile web and mobile in-app
Viewable Ad Impressions for display and video on desktop, mobile web and mobile in-app
Clicks for display and video on desktop, mobile web and mobile in-app
Served Ad Impressions for display on mobile web and mobile in-app
Viewable Ad Impressions for display on desktop, mobile web and mobile in-app
Sophisticated Invalid Traffic Detection & Filtration for Served Ad Impressions and Viewable Ad Impressions for display and video on desktop and mobile web
Google Ad Manager:
Served Ad Impressions for display on mobile web and mobile in-app, and for video on mobile in-app
Viewable Ad Impressions for display on mobile web and mobile in-app, and for video on desktop, mobile web and mobile in-app
2. DoubleVerify and IAS Testing, Global, June 2018
Gone are the days where shoppers had one specific gift in mind. Today, they’re asking brands to help inspire them. Our research also shows that 61 percent of shoppers are open to buying from new retailers during the holiday season—and in the 2017 holiday season 46 percent of them actually did.
That’s a huge number of consumers looking to uncover new brands and products or re-discover old favorites. But with so much choice at their fingertips, shoppers need help cutting through the clutter and feeling confident in their choices.
A recent study shows that Google is the first place US shoppers go to discover or find a new brand or product. That’s why we’re continuing to invest in solutions to drive inspiration and discovery, capture intent, and amplify your message to customers, wherever they’re shopping across Google and the web. So lean back, grab an eggnog (it’s never too early), and learn about how consumers plan to shop this holiday—and how Google can help.
When it comes to finding new products and narrowing down their choices, nearly two-thirds of shoppers say online video has given them ideas for their next purchases, and over 90 percent of these folks say that they’ve discovered new products and brands via YouTube.
Video to Showcase Shopping ads helps shoppers more deeply engage with your products. This is our first retail search ad unit to feature video, designed to help you provide a more immersive, contextual experience for shoppers.
Video in Showcase Shopping ads is the next addition to the Showcase Shopping ads we launched last year, which let you upload multiple images to a single ad and promote your products through beautiful imagery, descriptions, products, and relevant promotions. Since launch, we’ve seen that the top Showcase slot drives 3.6X higher than average CTR, and Showcase receives 20 percent more conversion credit with first-click attribution. And retailers like Venus Fashion are seeing success with acquiring new customers: 68% of purchases from shoppers who engage with Venus Showcase ads are new.
This format is available to advertisers already running Showcase Shopping ads.
Curious consumers aren’t just finding inspiration through video. Did you know that more than one-third of holiday shoppers said they searched for images before they went in store to shop? The growth of “street style” and online influencers all show the movement towards looking at lifestyle images for visual inspiration.
Shoppable Images enable you to highlight your shopping ads on curated, published content from our publisher partners. For publishers, it’s a chance for shoppers to be able to purchase seamlessly. For example, a shopper might visit her favorite blog like This Time Tomorrow, and see a selection of visually similar offers after clicking the tag icon in the image. Over the next year, we will continue to roll out this experience to more publishers, as well as pilot new surfaces like Google Image Search, where we also know shoppers go to look for inspiration.
Left: Shoppable Images publisher experience
Right: Image Search experience mock
We hope these updates help you stand out from the crowd and capture undecided shoppers' attention with inspirational imagery and video. For a look into more consumer trends this season, check out our Think With Google article on holiday 2018 insights.
1 Google/Ipsos, “Shopping Tracker”, April - June 2018, Online survey, US, n=2703 adults 18+ who shopped in the past two days
2 Google internal data, 2018
One of our top priorities is to maintain a healthy advertising ecosystem, and that means protecting people from misleading, inappropriate and harmful ads. We have teams of engineers, policy experts, product managers and others who wage a daily fight against bad actors. Over the years, this commitment has made the web a better place for our users—and a worse place for those who seek to abuse advertising systems for their own gain. Just last year alone, we took down more than 3.2 billion ads that violated our advertising policies—that’s more than 100 bad ads per second.
When we see an increase in misleading or predatory behaviors in specific categories, we take additional action. For example, we’ve banned ads for payday loans and bail bonds services—and developed advanced verification programs to fight fraud in areas like local locksmith services and addiction treatment centers.
Today, we’re taking another step. We’ve seen a rise in misleading ad experiences stemming from third-party technical support providers and have decided to beginrestricting ads in this category globally. For many years, we’ve consulted and worked with law enforcement and government agencies to address abuse in this area. As the fraudulent activity takes place off our platform, it’s increasingly difficult to separate the bad actors from the legitimate providers. That’s why in the coming months, we will roll out a verification program to ensure that only legitimate providers of third-party tech support can use our platform to reach consumers.
These efforts alone won’t stop all bad actors trying to game our advertising systems, but it will make it a lot harder. There’s more to do, and we’ll continue committing the resources necessary to keep the online advertising ecosystem a safe place for everyone.
Consumers are more curious and more demanding than ever before. They expect to get things done faster–engaging with ads that are uniquely relevant to them. In fact, 91 percent of mobile users bought or plan to buy something after seeing an ad they described as relevant.1 That means it’s critical for marketers to create a wider variety of ads that are diverse.
By creating more diverse ads and utilizing Google’s machine learning, your ads will be more helpful, more personalized, and relevant to more people. This means your ads can show more often, reaching potential customers when they're looking for what you have to offer. We know this kind of optimization works: On average, advertisers that combine Google’s machine learning with multiple creatives see up to 15 percent more clicks.2
Creating relevant ads at scale can be a challenge, and products like responsive search ads, responsive display ads, and Universal App campaigns can help. That’s why we’re introducing new insights to make it easy for you to create the ad experiences your customers expect.
Responsive search ads combine your creativity with the power of Google’s machine learning to help you deliver relevant, valuable ads.
New best practices for Search ad groups
Apartments.com is a leading online resource for home and apartment rentals. Using responsive search ads, the brand was able to create ads that were more relevant to people at key moments in the rental process. As a result, Apartments.com saw a 10 percent lift in clicks. ForRent.com, another brand in the Apartments.com network of sites, saw a 16 percent lift in clicks with a similar strategy.
Innovations like responsive search ads can help you create relevant, personalized ads at scale. However, it can be a challenge to know when these ads have the right amount of information. That’s why we’re introducing ad strength.
You’ll see ad strength both when you write a responsive search ad and as a column in Google Ads. Ranging from “Poor” to “Excellent,” this metric measures the relevance, quantity, and diversity of your ad copy. Combined with actionable feedback, ad strength makes it easy for you to improve the effectiveness of your ads.
Use ad strength to create more effective responsive search ads
Ad strength will be available as a column starting in early September, and in the responsive search ad creation interface over the next several weeks. Support for responsive display ads will follow in the coming months.
To get started with ad strength, we recommend providing as many distinct headlines, descriptions, and other assets as possible. This will help Google's machine learning generate a larger number of relevant, effective ad combinations.
App marketers are also making the shift to more diverse creative. With Universal App campaigns, Google’s machine learning automatically combines your creative assets with content from your app store page to create personalized, relevant ads at scale.
We recommend providing at least four to five text, video and image assets in varying lengths and sizes. If you’re looking for more guidance, we have an online course to help you design and optimize your creative for a Universal App campaign. If you want to learn more about promoting your mobile app in Google Ads, you can view the other courses at g.co/learnappads.
1. Google / Purchased, April 2017
2. Google internal data
In 2010, we started showing hotel information in a more useful way with sponsored hotel prices in Google Maps. Since then, we’ve expanded Google Hotel ads to more than 150 countries on Google.com and Google Maps, helping travelers browse hotels on mobile devices and spot hotel deals. Our Hotel ad partners are happy with the volume of leads and bookings - in the first six months of 2018, the number of leads to partners grew 65 percent year over year. As Hotel ads has grown, we’ve heard feedback that some partners have a hard time managing their Hotel ads in a separate platform from their other Google Ads, like their search and display campaigns.
To help partners efficiently scale, Hotel ads will become a part of the Google Ads platform with a new campaign type. Hotel campaigns in Google Ads will launch later this year, enabling you to manage your Hotel campaigns alongside your other campaigns in a single platform. We’re also launching a new Hotel Center to simplify the management of your hotel price feeds.
Yesterday at Google Marketing Live, we introduced a new campaign type in Google Ads called Hotel campaigns. This campaign type will simplify campaign management and optimization. Specifically, the benefits include:
We’re testing this new Hotel campaign type with a few initial partners, and they are excited by the results.
"As the largest travel agent in Latin America we're focused on getting interested online leads to our site and Google Hotel ads have been a great channel for us thus far. As an alpha tester, we're excited by the promise of Hotel ads in Google Ads. We think it'll help us save time, scale our efforts and started to move more of our hotel inventory to the new Hotel campaign type."
- Andrés Patetta, Chief Marketing Officer, Despegar.com
"At Koddi, we have over 400,000 hotels in our global portfolio including large global advertisers. We're always looking for ways to drive more bookings, and Google Hotel ads are a central part of many of our partner's distribution strategy. We've seen Google Hotel ads traffic steadily grow, with our partners experiencing an average 31% increase every year. The upcoming Ads integration will uncover new insights that will allow us to scale our clients' reach and bookings further."
- Deep Kohli, Senior Director of Client Services, Koddi.
Hotel price feed management can be complex and time-consuming. With Hotel campaign management moving into Google Ads, we’re also redesigning how partners optimize and manage their hotel price feeds in a new Hotel Center. This Hotel Center will:
The existing Hotel Ads Center will be replaced with the new Hotel Center in phases. We’re starting with the basics first, focusing on a better way to submit your hotel inventory and describe your hotel properties.
Hotel Ads will launch as an open beta available to advertisers later this year. If you’d like to stay up to date on the Google Ads integration and Hotel Center launch, beta test Hotel ads in Google Ads or learn more about Hotel ads in general, please fill out this interest form.
Whether you’re a hotel owner trying to fill your rooms or an online travel agent wanting to drive more leads, we hope Hotel ads in Google Ads and the new Hotel Center will make it easier than ever to connect with travelers at scale.
Getting better results from your online ads today requires more than just the right keywords or the right bids. You need to deliver the helpful and frictionless experiences consumers expect from brands. Yesterday at Google Marketing Live, we shared ad innovations powered by Google’s machine learning that help you do just that.
However, even the best ads struggle to deliver results if they’re sending people to slow landing pages, especially on mobile. In retail, we see that for every one second delay in page load time, conversions can fall by up to 20 percent.1 That’s why we’re making it easier to diagnose and improve your mobile site speed.
Consider this: more than half of all web traffic now happens on mobile. Yet the average mobile webpage takes 15 seconds to load.2 And for many brands this equates to missed opportunity, especially when more than half of visits are abandoned if a mobile page takes more than three seconds to load.3 So where does your business land in all of this?
To help you understand how landing page speed affects your ad performance, we introduced the new mobile speed score. Evaluated on a 10-point scale, 1 being very slow and 10 being extremely fast, the mobile speed score lets you quickly see which pages are providing a fast mobile experience and which ones may require your attention.
Mobile speed scores are based on a number of factors, including the relationship between page speed and potential conversion rate. It starts rolling out to advertisers globally today.
Now that you know what’s slowing you down, how do you speed up? Accelerated Mobile Pages (AMP) provide a faster, smoother, and more engaging mobile experience. In fact, AMP pages typically load 85 percent faster than standard mobile pages.4 They’re so fast, they appear to load instantly.
Once you’ve sped up your site, you can direct your search ad clicks to those AMP pages and create the super-fast and delightful mobile experiences people expect. Brands like Greenweez, a leading French organic retailer, are using AMP to improve mobile site landing page speed and performance. Greenweez was able to increase its mobile page speed by 5X, resulting in an 80 percent increase in mobile conversions!
When someone has a negative experience on mobile, they’re much less likely to purchase from you in the future. So if you want to stay ahead of the curve, you need to prioritize speed within your organization. To help you do that, we’ve built two free tools: the Speed Scorecard, which lets you see how your mobile site speed stacks up against your peers, and the Impact Calculator, which lets you estimate the revenue you’re potentially leaving on the table by having a slow mobile site.
1. Google/SOASTA, “The State of Online Retail Performance,” April 2017
2. Google Research, Webpagetest.org, sampled 11M global mWeb domains loaded using a globally representative 4G connection, Jan. 2018.
3. Google Data, Aggregated, anonymized Google Analytics data from a sample of mWeb sites opted into sharing benchmark data, n=3.7K, Global, March 2016
4. Google Data, Global, April 2017
People increasingly visit YouTube to learn new things, in addition to entertaining themselves and connecting with others. In many ways, YouTube has become as much an information destination as an entertainment hub. And that quest for information certainly extends to brands, products and services. So what does that mean for marketers?
It means video has a role to play in every stage of your consumer’s journey. And in order for you to be effective during each and every interaction, you need options.
This week at Google Marketing Live, we shared the work we’re doing on new ad formats and bidding strategies for YouTube that are designed to align to your campaign objectives—whether you want to build awareness for your brand, shift perceptions or drive a specific action.
For brands with awareness or reach goals, we built TrueView for reach. It brings our primary in-stream format together with the simplicity of CPM buying. In an initial TrueView for reach test, used car retailer DriveTime drove 2,400 dealership visits at a CPM 40 percent below what they were paying for local TV, enabling them to reach 66 percent more people at the same budget.
Beyond reach, many brands rely on YouTube’s attentive audience to shift perception—be it consideration or purchase intent. To help you accomplish and measure this, we’re launching Maximize lift. This new bidding strategy uses Google’s machine learning and continuous brand lift measurement to help you efficiently reach people who are more likely to consider your brand after exposure to an ad. COVERGIRL recently used Maximize lift bidding with TrueView in-stream ads to influence consideration for their Lashblast mascara and drove an estimated 2x return on ad spend.
Increasingly, video is also leading people to take action. In fact, globally, conversions generated by YouTube ads are up 150 percent year over year.1 Using TrueView for action, you can drive any action on your website that’s important to your business, like booking a trip, scheduling a test drive or requesting more information.
Later this year, we'll introduce a new flavor of TrueView for action designed to help you generate high quality leads directly from your video ads. This new form feature enables people to submit their email address or phone number directly from your video ad, making it even easier for them to sign up for your service or learn more about your business. Additionally, you’ll soon be able to choose between Target CPA bidding and Maximize conversions bidding for TrueView for action campaigns, giving you more ways to drive even better results.
While effective on their own, these new ad options for YouTube truly shine when used in concert. That’s what DICK’S Sporting Goods did during last year’s holiday season.
To build awareness and reach a broad audience with an inspirational message showing the brand’s commitment to youth sports, the retailer used TrueView for reach. They built on this momentum with standard in-stream, TrueView in-stream and six-second bumper ads to deliver promotional messaging to in-market audiences. Then, they followed up with TrueView for action ads to drive people to their website to buy.
This strategy moved their customers seamlessly through the full purchase journey, achieving a return on ad spend of 10 to 1.
DICK’S Sporting Goods demonstrated one approach to a full-funnel YouTube strategy, but the possibilities are vast. We’re excited to see how you use YouTube to deliver results at every stage of your customer’s journey and we'll continue to build solutions that help you do so.
1 Google Internal Data, Global, 6/1/16 - 5/1/17 vs. 6/1/17 - 5/1/18
The ways people get things done are constantly changing, from finding the closest coffee shop to organizing family photos. Earlier this year, we explored how machine learning is being used to improve our consumer products and help people get stuff done.
In just one hour, we’ll share how we're helping marketers unlock more opportunities for their businesses with our largest deployment of machine learning in ads. We’ll explore how this technology works in our products and why it’s key to delivering the helpful and frictionless experiences consumers expect from brands.
Join us live today at 9am PT (12pm ET).
Consumers today are more curious, more demanding, and they expect to get things done faster because of mobile. As a result, they expect your ads to be helpful and personalized. Doing this isn’t easy, especially at scale. That’s why we’re introducing responsive search ads. Responsive search ads combine your creativity with the power of Google’s machine learning to help you deliver relevant, valuable ads.
Simply provide up to 15 headlines and 4 description lines, and Google will do the rest. By testing different combinations, Google learns which ad creative performs best for any search query. So people searching for the same thing might see different ads based on context.
We know this kind of optimization works: on average, advertisers who use Google’s machine learning to test multiple creative see up to 15 percent more clicks.1
Responsive search ads will start rolling out to advertisers over the next several months.
People watch over 1 billion hours of video on YouTube every day. And increasingly, they’re tuning in for inspiration and information on purchases large and small. For example, nearly 1 in 2 car buyers say they turn to YouTube for information before their purchase.2 And nearly 1 in 2 millennials go there for food preparation tips before deciding what ingredients to buy.3 That means it’s critical your video ads show at the right moment to the right audience.
Machine learning helps us turn that attention into results on YouTube. In the past, we’ve helped you optimize campaigns for views and impressions. Later this year, we’re rolling out Maximize lift to help you reach people who are most likely to consider your brand after seeing a video ad. This new Smart Bidding strategy is also powered by machine learning. It automatically adjusts bids at auction time to maximize the impact your video ads have on brand perception throughout the consumer journey.
Maximize lift is available now as a beta and will roll out to advertisers globally later this year.
Whether they start their research on YouTube or Google, people still make the majority of their purchases in physical stores. In fact, mobile searches for “near me” have grown over 3X in the past two years,4 and almost 80 percent of shoppers will go in store when there’s an item they want immediately.5 For many of you, that means driving foot traffic to your brick-and-mortar locations is critical—especially during key moments in the year, like in-store events or promotions.
Today we’re introducing Local campaigns: a new campaign type designed to drive store visits exclusively. Provide a few simple things—like your business locations and ad creative—and Google automatically optimizes your ads across properties to bring more customers into your store.
Show your business locations across Google properties and networks
Local campaigns will roll out to advertisers globally over the coming months.
Earlier this year, we rolled out a new Shopping campaign type that optimizes performance based on your goals. These Smart Shopping campaigns help you hit your revenue goals without the need to manually manage and bid to individual products. In the coming months, we’re improving them to optimize across multiple business goals.
Beyond maximize conversion value, you’ll also be able to select store visits or new customers as goals. Machine learning factors in the likelihood that a click will result in any of these outcomes and helps adjust bids accordingly.
Machine learning is also used to optimize where your Shopping ads show—on Google.com, Image Search, YouTube and millions of sites and apps across the web—and which products are featured. It takes into account a wide range of signals, like seasonal demand and pricing. Brands like GittiGidiyor, an eBay company, are using Smart Shopping campaigns to simplify how they manage their ads and deliver better results. GittiGidiyor was able to increase return on ad spend by 28 percent and drive 4 percent more sales, while saving time managing campaigns.
We’re also adding support for leading e-commerce platforms to help simplify campaign management. In the coming weeks, you’ll be able to set up and manage Smart Shopping campaigns right from Shopify, in addition to Google Ads.
This is an important moment for marketers and we’re excited to be on this journey with you. Tune in at 9am PT (12pm ET) today to see it all unfold at Google Marketing Live.
1. Internal Google data
2. Google / Kantar TNS, Auto CB Gearshift Study, US, 2017. n=312 new car buyers who watched online video
3. Google / Ipsos, US, November 2017
4. Internal Google data, U.S., July–Dec. 2015 vs. July–Dec. 2017
5. Google/Ipsos, U.S., “Shopping Tracker,” Online survey, n=3,613 online Americans 13+ who shopped in the past two days, Oct.–Dec. 2017
Get ready for the ads, analytics, and platforms innovations live stream. Watch the recording to learn more about Google’s latest announcements.
Join the conversation at #GoogleMarketingLive.
Every year at the Cannes Lions festival, the world gathers to celebrate creativity in marketing, design, tech and entertainment. The festival is a great source of inspiration, with thought-provoking programming that awakens the creative senses of people and brands alike.
YouTube’s creative canvas represents an exciting opportunity for brands and agencies to reimagine their approach to video. To help, we’re creating a new set of tools.
Today, we’re introducing YouTube’s creative suite, a collection of resources to help you tell great stories on YouTube, test creative variations and measure creative impact. Kellogg’s is already tapping into tools like YouTube Director Mix to harness the power of personalization, while 20th Century Fox is pairing experimentation with Video Ad Sequencing to give viewers story-driven introductions to new films.
Let’s meet the suite.
Testing video creative can be expensive, time-consuming and not always indicative of real-world performance. That’s why we’re launching Video experiments, a head-to-head testing tool in AdWords that works with brand lift measurement and allows you to measure the impact of creative on key metrics like awareness, consideration, purchase intent and more. Cleanly segmented experiments run on YouTube at no extra cost beyond media investment and deliver results in as few as three days. Video experiments, launching in beta later this month, convert non-working media spend typically used for focus groups in simulated ad environments into working media spend in real ad environments. On YouTube, people only watch what they want, making it an ideal testing ground for actionable results you can trust.
Generating reports on creative performance can be a repetitive and manual process for AdWords users, so we’re launching new features to make the process of uncovering quantitative creative insights easier. Our initial launch brings audience segmentation to retention reports so you can better understand how your creative captures the attention of different groups. Later this year, we’ll introduce the ability to annotate key moments within your video ― like logos or product shots ― and show you what percent of your audience saw these key moments. In doing so, you can keep track of how different creative elements influence campaign performance and use that to develop ideas for your next creative brief or video experiment.
Telling relevant stories that command attention is challenging, especially at scale. That’s why we’re committed to building tools that enable great storytelling on YouTube. YouTube Director Mix, currently in alpha, lets you create many versions of a base video and set elements to be swappable ― customizing text, image, sound and video elements to assemble the right video for the right audience and context. Video Ad Sequencing, also in alpha, lets you tell your brand story over a series of ads set in a specific order, or showcase your product message across multiple pieces of content. By showing your story in sequence, you have the potential to drive deeper engagement, awareness or consideration.
We’re excited to see how you use these new tools.