Inside AdWords

The importance of site-wide tagging for accurate conversion measurement

Thursday, October 12, 2017

Intelligent Tracking Prevention Site-wide tagging preserves your visibilityThis article Option 1: Install the global site tag (gtag.js) on your entire sitenew AdWords experience

Access the global site tag in the Conversions section of AdWords and install it on every page of your site.

Place event calls on each of your active conversion pages following the instructions in AdWords.

Help Center Option 2: Link your Google Analytics and AdWords accountsmeet some requirements Option 3: Use Google Tag ManagerGoogle Tag Managerconversion linker tag Learn moreHelp Centerfloodlight tagPosted by Wilfred Yeung, Product Manager for Bidding and Conversions

The new AdWords experience is now available to everyone

Wednesday, October 11, 2017

announcedStarting today, the new AdWords experience is available to all advertisers. Get more done, faster Innovations to help you reach your goalscall bid adjustments“Landing pages” pagenew experience The faster AdWords in action iProspect

Juice by Hand

Getting startedguided tourhow to videosAdWords Help CenterBest Practices guide
Posted by Jerry Dischler, Vice President of Product Management, AdWords

Bring more foot traffic to your business with YouTube and Display ads

Tuesday, October 10, 2017

1 Unlock offline results with YouTubeShoptalk Europelocation extensionsstore visits measurementTrueView in-stream and bumper ads

An example location extension on YouTube featuring IHOP's address and contact information.

Insights like this have given us an innovative way to measure business impact beyond standard brand metrics and to understand how video helps drive lower-funnel actions.

The visibility into YouTube's impact on store visits has opened our eyes and our investment in YouTube advertising has risen dramatically,

turned to videoWith store visits we are able to turn consumer insights into actions, Engage local consumers on sites and apps across the GDNlocation extensionsstore visits measurement

Understanding how effective our mobile display ads are and the profiles of the customers visiting our stores after seeing our online ads is a huge step forward for our business. This helps us better cater to customer needs and optimize our marketing ROI.

This is valuable data, and we look forward to relying on store visits insights like this to help us keep driving our online to offline marketing strategyaffiliate location extensions

An example affiliate location extension on the GDN showing where the Google Pixel is available for purchase.

Posted by Brad Bender, Vice President of Display and Video Advertising1. eMarketer, “Worldwide Retail and Ecommerce Sales: eMarketer's Estimates for 2016–2021,” July 2017

Find more of your “star” customers with Universal App Campaigns

Monday, October 09, 2017

announcedUniversal App Campaignsbest practices How UAC helps you find the customers that matter most

Universal App Campaigns helped STARZ nearly double the number of fans found through Google

used UAC for Actions to acquire users with a 21% higher retention rate

small, yet ambitious teamWhat’s great is that UAC finds people likely to take the actions we care about — like starting a meditation session or subscribingbest practices guidePosted by Sissie Hsiao, Director of Product Management, Mobile Advertising

Changes to Google Shopping in Europe

Wednesday, September 27, 2017

Shopping ads1help centernew innovationsPosted by Oliver Heckmann, VP Engineering1. Comparison Shopping Services in EEA countries where Shopping ads are available: Austria, Belgium, Czech Republic, Denmark, France, Germany, Italy, Ireland, Netherlands, Norway, Poland, Portugal, Spain, Sweden, Switzerland , United Kingdom.

Universal App Campaigns: Optimize for the Right In-app Action

Tuesday, September 26, 2017

heard1goalscreative assets Track and send AdWords your in-app eventstrack and pass backthis list of events Let’s go back to our mobile game example: Before you start advertising your new mobile game, you pay a visit to the part of your office where the developer team sits. You kindly ask them to implement all the in-app events that apply to a gaming app — and you take some to discuss whether there are any other in-app events that are specific to your game. Understand how users interact with your app Example: You happen to sit next to your analytics team so you swivel your chair around to see if they have a moment to chat. You’d like to get their thoughts on a user funnel you’ve created for your game: installs, opens, completes tutorial, reaches level 5, joins group, reaches level 10, and then finally — makes a purchase. You and the team agree that this stuff is important to track so you schedule a regular meeting to analyze your game’s user funnel. Constant review of the metrics with your analytics team will help determine if your ads are bringing in the right users.

Example user funnel

Pick the right in-app action for your campaign Example: During a one-on-one with your boss, you learn that driving in-app purchases is a priority for the business right now. You’re worried because you don’t see many in-app purchases happening per day (at least not yet), and you remember that UAC needs to optimize for an in-app action that happens at least 10 times a day. You need to pick another in-app action that’s more common. You remember that your analytics team pointed out that users who join a group are very prone to making an in-app purchase 30 days later. And your data shows that this in-app action happens about 40 times a day so you set “Join a group” as the in-app action to optimize for. Improve the user experience Example: During one of your meetings with the analytics team, you spot a big drop off at the tutorial section of the app. After your meeting, you rush downstairs to where your UX team sits. You work with the team to brainstorm a different way to teach beginners how to play your game. You want to see if this can improve how people get onboarded. If you’re successful, not only will you get better conversion rates for your ads — but you’ll create a better app experience for everyone!these principlesbest practices guidePosted by Sissie Hsiao, Director of Product Management, Mobile Advertising1. Google Internal Data, July 2017

Know Their Intention, Get Their Attention: New Ways to Connect and Measure on YouTube

Monday, September 25, 2017

3x more12ads are more likely to be seen3 1) Helping brands reach the right audiencesJanuary4Custom Affinity Audiences 2) Enabling custom creative at scale 3) Telling a story that breaks free of a single unitlonger trailer 4) Measuring the impact – New ways to measure sales lift5Oracle Datalogix ROIcomprehensive user controlsPosted by Diya Jolly, Director Product Management, YouTube & Video Monetization1. Source: Google/Ipsos, Video Mobile Diary, US, 2017, n of 4,381 (saw ads occasions). Online video includes video platforms such as YouTube & Hulu, social platforms such as Facebook & Snapchat and TV Full Episode Players like NBC.com.
2. Source: Nielsen Consumer Neuroscience, Video Ad Cross-Platform Biometrics Research commissioned by Google. Conducted in the US using 8 advertisements, 4 platforms and 400 participants, 18-35 year olds, Nielsen CNS Lab, Boston, US 2016
3. Source: Google/Ipsos, Video Mobile Diary, US, 2017 (n of 18,219 total video occasions)
4. Source: Google Brand Lift Targeting Analysis October 2016 - March 2017, Global, Smartphone, numbers shown represent relative difference between additive lifts of intent targeted and demo targeted campaigns, i.e. the former had Brand Awareness lift 1.5x the latter.
5. Source: Commissioned Nielsen Matched Panel Analysis – 19 studies on YouTube from 2016-2017 across 6 countries; Lift based on at least one of multiple tested strategies with significance >80%

Supercharge your call-only ads with ad extensions

Thursday, September 21, 2017

call-only adsad extensions

Introducing ad extensions for call-only ads

Location extensions - highlight information about your nearby business locations for customers who want to visit your store in person.

Callout extensions - promote unique offers and benefits, such as 24-hour call center service.

Structured snippets - provide more specific details about your products and services using predefined headers like “Destinations” and “ Types”. For example, a rental car company might list various car classes like sedans, hybrids and SUVs.

“Calls help us effectively engage an increasingly mobile-first audience. They also drive better conversion rates compared to mobile text ads that take customers to our site. With new ad extensions for call-only ads, we hope to improve our CTR and call volume by taking up more real estate in search results, and showing customers additional relevant information like different car classes and ancillary product options.”- Jeremy Venlet, Director- Digital Operations and Performance, Hertz

“Choosing the right partner for commercial door repair is an important decision for any business, which is why we offer extensive service and support over the phone to help guide our customers to book on-site appointments with our expertly trained technicians. Partnering with our digital agency, YPM, Inc. we've made call-only campaigns a big part of our digital strategy since phone calls are so important to our business. Making ad extensions available with call-only ads is huge step forward because they'll allow us to go beyond the standard description text in ad copy to showcase our unique value propositions, such as prompt and efficient service, and a proven track record of delivering results for our customers.”- Stacey Muto, Marketing Director, Vortex Industries, Inc.

“DexYP partners with hundreds of thousands of local businesses to sustain and grow their customer base through online marketing channels. For many of these clients, driving leads and sales from phone calls is their top performance goal. For those that utilize Search Engine Marketing, call-only campaigns have been instrumental to helping these businesses generate more calls from mobile search, where more and more consumers are looking to connect with local businesses each year. We're incredibly excited to further improve our clients’ campaigns by adding new ad extensions. For example, the enhancement with location extensions will help further promote businesses who can assist customers over the phone, or at a nearby store location. Providing more relevant details in call-only ads will help them stand out more in search results and give users more reasons to call.”- Brandon Hulme, Sr. Product Manager, SEM Products and Platforms, DexYPHelp Centerbest practicesPosted by Manas Mittal, Product Manager, Mobile Search Ads

Ring in the holidays with new Merchant Center tools

Tuesday, September 19, 2017

Add or override product data with supplemental feedssupplemental feeds

Add holiday custom labels or promotion ids to products in your primary feed through a supplemental feed

Replace attribute values in your primary feed with new values from your supplemental feed

Take your products global with a single multi-country feedavailable in 37 countriessame languageFeed Rules

"The new feed management features in Merchant Center are an amazing solution. With the ability to create multi-country feeds, we easily launched Shopping campaigns in 6 more markets across 2 continents that now represent 29% of our traffic coming from Search in those countries. Our expansion would have been slower and more costly without this feature."- Martin Zirfas, Performance Marketing Executive Modify your product data from the Content API with Feed RulesFeed Rules

Apply custom labels based on other values

Complete shipping values based on product weight values

Append strong brand values to the beginning of product title values

Drive more clicks with OpportunitiesOpportunities

Keep your entire team informed of your Merchant Center account

Ready to get started?new feeds experienceOpportunitieslog inPosted by Raphael Leiteritz, Director of Product Management, Google Shopping

Get a panoramic view of your data with dashboards

Wednesday, September 13, 2017

That's why over the next several weeks, we’re rolling out dashboards: a single place in AdWords^* where you can bring together your most important reports and unearth insights about your business.

Create a customized view of your data Monitor performance in one place Collaborate and share with your team Create your first dashboardReportsDashboards+ Dashboardguided tourAdWords Help CenterPosted by Jon Diorio, Group Product Manager, AdWords
^*Dasbhoards are available in both the previous and new AdWords experience.

Inside AdWords

The importance of site-wide tagging for accurate conversion measurement

The new AdWords experience is now available to everyone

Bring more foot traffic to your business with YouTube and Display ads

Find more of your “star” customers with Universal App Campaigns

Changes to Google Shopping in Europe

Universal App Campaigns: Optimize for the Right In-app Action

Know Their Intention, Get Their Attention: New Ways to Connect and Measure on YouTube

Supercharge your call-only ads with ad extensions

Ring in the holidays with new Merchant Center tools

Get a panoramic view of your data with dashboards

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