Inside AdWords

Universal App Campaigns: Steer Performance with Goals

Wednesday, August 23, 2017

announced

UAC ad in the Google Play store

best practices Pick the right goal for your campaign Example: Say you’re a mobile game developer who’s about to launch a new app. You want as many users to install your app as possible for a target cost-per-install (CPI). Say you expect 1 out of 10 people who install your game to buy a $20 upgrade in the first 30 days. You can afford to pay up to $2 per install (or $20 ÷ 10 installs). Pick the campaign objective “Install volume” and set your target cost-per-install (CPI) to $2.

Reach different types of users with different campaigns Example: After launching your game, you decide you’d like more users who are likely going to buy something, like a $20 upgrade you offer. This doesn’t mean that you’d like to stop finding other types of users. You may still want to find people who will install and engage, but not necessarily pay. You create a separate campaign alongside your first one. You set this second campaign’s objective to be “In-app actions.” You calculate your target cost-per-action (CPA) of to be $20, equal to the value of the upgrade.

Setting campaign bidding objectives

Then, you decrease the target CPI and lower the budget for the first campaign focused on “Install volume.” This signals to AdWords that you’re more interested in users who are likely to complete an in-app action. Use budgets to find the right mix of users Continuing the example: Say it’s been a couple of months and you’ve added a social feature and new levels to your game. You want to get this update to as many new users as you can.You adjust the target CPI and budget UP for the campaign that’s focused on “Install Volume.” At the same time, you adjust the budget DOWN for the campaign that’s focused on “In-app actions.” You’re signaling to AdWords yet another change in direction.

“Zynga now operates 100% of AdWords spend through UAC, however we did not get here overnight as it was a long process of testing and learning to understand how to make UAC work for us at scale. We are now able to scale up games profitably and increase operational efficiencies across all aspects of our user acquisition efforts by leveraging UAC machine learning.”- Tyson Nguyen, Senior Manager User Acquisition

“Performance is at the core of our business and Universal App Campaigns out-performed manual campaign management, allowing us to achieve efficiency at scale.”- Jonna Onselius, Mobile Marketing Manager

“As the largest online bus booking platform in the world, increasing bus booking transactions is crucial for our business to stay competitive. UAC helped us achieve this by maximizing transactions at a minimal cost and adapting faster to changing market dynamics when compared to standard app install campaigns.”- Rajiv Kondal, Director, Performance Marketing

“Using relevant ad placements in the Google Play Store, Universal App Campaigns have accelerated our new user growth and expansion into new markets.”- Richard Fenning, Digital Marketing Specialistbest practices guidePosted by Sissie Hsiao, Director of Product Management, Mobile Advertising

Important updates to AdWords Terms and Conditions

Thursday, August 17, 2017

Starting today, we’re rolling out new Terms and Conditions in all countries and territories.

More flexibility to notify or inform you via phone calls, text messages and emails.

New provisions related to how products and features are tested within AdWords.

In the U.S., Canada, and most countries in Latin America and Asia, a provision to use arbitration to resolve disputes rather than jury trials or class actions.^* Follow the instructions in the dispute resolution section of the terms to opt-out of this provision (U.S. and Brazil only).

New provisions related to the disclosure of technical errors and bugs within AdWords.

New data protection terms related to the EU General Data Protection Regulation (GDPR) and other EU privacy frameworks.

Action requiredPlease review and accept the new Terms and Conditions by signing in to your AdWords account. Don’t see the new terms?AdWords Help CenterPosted by Sugeeti Kochhar, Product Manager, AdWords* Does not apply to countries in Europe, the Middle East and Africa.

Propel your mobile app growth with Universal App Campaigns

Monday, August 14, 2017

Universal App Campaigns140%1To help more advertisers take advantage of these benefits, we'll be focusing our efforts and moving all AdWords app install campaigns to UAC later this year. Three easy steps to help you move your campaigns to UAC

Review your current AdWords app promotion campaigns: log into AdWords > click the Ads tab and identify your top performing text, banner and video ads.

Tip: export your campaign performance to make it easy to determine baseline UAC bids.

Create a new UAC and set the right performance goal: build a new UAC by clicking the +Campaign drop-down menu from the "Campaigns" tab > select Universal app. Copy and paste any top performing creatives, especially images and videos, into your new UAC.

Set up AdWords conversion tracking through Google Analytics for Firebase, Google Play or one of our third-party App Attribution Partners to find more of your high-value users. Learn more
Then, choose the bidding option that best supports your business or campaign goals:

Set the right bids: calculate the average CPI, CPA or ROAS of your existing campaigns as the starting point for your UAC performance goal. Then, monitor your new UAC and adjust bids over time to meet your goal, as there may be some natural changes in performance as you transition between campaign types.

Best Practices How UAC helps you find more of the right app users

Posted by Sissie Hsiao, Director of Product Management, Mobile Advertising1. Google Internal Data, July 2017

Delivering more informative sitelinks, callouts and snippets

Wednesday, August 09, 2017

65%1expanded text adswe’re changing how mobile ads show sitelinks, callouts and structured snippets Useful, tappable sitelinksSitelinks

2 Making callouts and snippets more readableCalloutsstructured snippets3Help Centerbest practices guidePosted by James Parker, Product Manager, AdWords1. Google / Ipsos Connect, Rising Consumer Expectations in the Micro-Moment, U.S., Dec. 2016
2. Google internal data
3. Google internal data

Ramp up your calls with call bid adjustments

Wednesday, July 26, 2017

1call bid adjustments

“Calls are an important source of new customer leads for us. Call bid adjustments help us improve our click-to-call visibility and ensure we’re appearing in the top 1-2 positions on mobile. Our on-the-go customers convert quickly within a short window of time, so it’s critical to be front and center, and show them that we offer storage units at the right price and location. Since implementing call bid adjustments and bidding higher for calls, we’ve seen a 37% increase in call volume with a 22% decrease in average cost-per-call.”- Stephanie Christensen, Paid Acquisition Analyst

“Our customers want to speak to a real person to make sure they’re choosing the right medical alert system for themselves or a loved one. When we can walk them through our offerings live and give them that peace of mind, they have a 30% likelihood of converting, which is nearly 2x higher than with web leads. Someone connecting with us from a call extension is more valuable than a website click, so call bid adjustments allow us to optimize for that greater value. We’ve worked with our agency, Metric Theory, to increase bids specifically for calls and improve how often the call extension shows. As a result, we’ve generated 20% higher call volume while decreasing the cost by 60%.”
- Matt Guerrieri, Director of Marketing

“Call bid adjustments have helped us meet a key marketing objective by delivering a strong uplift in performance year over year, with a 79% increase in click to call rate. It has also enabled us to target our audience to generate higher value insurance policies. The flexibility of the service allows us to make the call option more prominent, thereby driving a greater number of relevant calls. Calls deliver a significant proportion of our monthly leads and we are currently working to push call bid adjustments even harder.”- Anthony Gamble, Head of Digital Marketing (Acquisition)
new AdWords experience2Help Centerbest practicesimproving the caller experiencePosted by Amit Agarwal, Senior Product Manager, Calls & Messaging1. Google internal data, 2016
2. The new AdWords experience is rolling out to all advertisers throughout 2017. Once you have access, you can easily switch back and forth between the new and previous experiences.

AdWords Editor 12 offers a fresh look and new features to help simplify your workflow

Thursday, June 29, 2017

Custom rules help you build high-performing campaignsbest practices

Custom rule alerts in AdWords Editor 12

Faster account downloads for new AdWords Editor versions A new look and feel and more ...maximize conversionsUniversal App Campaignsresponsive adsAdWords Editor Help CenterherePosted by Blake Reese, Senior Product Manager, AdWords Editor

Building a better web for everyone

Thursday, June 01, 2017

Coalition for Better AdsBetter Ads Standards New tools for publishersAd Experience Reportbest practices guide

The Ad Experience Report

We’ve always put our users first and support the Coalition’s Better Ads efforts and standards. The report’s videos and screenshots are incredibly helpful and make the Coalition’s research actionable for our teams. We’re impressed with the level of detail and transparency Google is providing and commend this initiative.- Troy Young, President, Hearst Digital MediaFunding Choices

Looking at the past few years, we’ve come to realize that to the rise of ad blockers has negatively impacted potential revenue across all of our properties, particularly in Europe. Funding Choices allows us to have a conversation with visitors using ad blockers on how our business works, and provide them a choice to whitelist or contribute to our newsroom. We’ve found that people are generally open to whitelisting once they understand how content gets created.Marc Boswell, SVP, Sales Operations & Client Services, Business Insiderbest practices guide Chrome support for the Better Ads Standards Looking aheadPosted by Sridhar Ramaswamy, Senior Vice President, Ads and Commerce

Maximize conversions with Smart Bidding

Tuesday, May 30, 2017

Maximize Conversions: a new Smart Bidding strategy that automatically sets the right bid for each auction to help get you the most conversions within your daily budget.auction-time bidding

“We wanted to increase the conversion volume of our high-priority campaigns without raising budgets. In our first test campaign, we saw a 73% increase in conversion volume, 59% increase in CVR , and 42% decrease in CPA, with no change in our spending.” - Chris LaRoche, PPC Team Lead at Seer Interactivetestmonitor

Set your bid strategy to “Maximize Conversions” to get the most out of your budget

AdWords Help Center
Posted by Josh Moser, Product Manager, AdWords

Google Optimize and Google Surveys 360 Join Forces with AdWords

Wednesday, May 24, 2017

AdWords users get two new ways to understand and better serve their customers
Google Marketing NextGoogle OptimizeGoogle Surveys 360 Better landing pages, better resultsbetween Optimize and AdWords1family friendly hotels

Target any combination of your AdWords account, campaign, ad group, and keywords directly in Optimize.

here Why not ask your customers?Surveys 360

Easily target your survey to remarketing audiences published in AdWords

Google Product Listing Ads (PLAs) have been an effective way for Jet.com to drive website traffic, but we needed to optimize for conversions. Surveys 360 connected us directly to our customers through remarketing audiences to determine which factors influence their purchase decisions most. The results were clear: customers care most about free, fast shipping and our free returns. We used this insight to revise our messaging in PLAs and across Jet.com which quickly improved performance.- Ben Babcock, Director of UX Research at Jet.comLearn more All together now
Posted by Michael Cumberbatch, Product Manager, Surveys 360 and Rotimi Iziduh, Product Manager, Optimize 1. Econsultancy and Google, Marketing and Measurement Survey, March 2017

Introducing Ads Data Hub: Next generation insights and reporting

Wednesday, May 24, 2017

sharedBigQueryprivacyWith the complexity of today's consumer journeys, we are seeing that marketers are looking to solve harder business challenges than ever before. Through our partnership with Google and our use of Ads Data Hub, we will be able to answer a broader range of questions and expand our analytical services.- Slavi Samardzija, Global CEO, Annalect, An Omnicom Media Group CompanyPosted by Geoff Samek, Senior Product Manager, Ads Data and Privacy

Inside AdWords

Universal App Campaigns: Steer Performance with Goals

Important updates to AdWords Terms and Conditions

Propel your mobile app growth with Universal App Campaigns

Delivering more informative sitelinks, callouts and snippets

Ramp up your calls with call bid adjustments

AdWords Editor 12 offers a fresh look and new features to help simplify your workflow

Building a better web for everyone

Maximize conversions with Smart Bidding

Google Optimize and Google Surveys 360 Join Forces with AdWords

Introducing Ads Data Hub: Next generation insights and reporting

Google Best Practices

Best Practices Newsletter

Achieve Your Marketing Goals

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