New features & announcements

  1. 1
    More language support and new tools for responsive search ads
    December 5, 2018
    Responsive search ads combine your creativity with the power of Google’s machine learning to help you deliver more relevant ads. Starting today, responsive search ads are available in 10 additional languages: Danish Dutch Italian Japanese Norwegian Polish Portuguese Russian Swedish Turkish In addition, we’re introducing four new reporting and feedback tools to help you create more effective responsive search ads: See suggested headlines and descriptions when you create a responsive search ad. These suggestions are rolling out in English over the coming months, with more languages to follow. Get real-time feedback on ad strength when creating ads and identify opportunities for improvement before your ads start running.  Review ad strength updates in the Status column to see if your ads are losing impressions or are disapproved.  Import headlines and descriptions from your existing text ads over to your responsive search ads in the same ad group. This tool will roll out in the coming weeks, and will make it easier to increase ad performance. Best Practice: We’ve found that, on average, advertisers who include headlines and descriptions from existing text ads in their responsive search ads see up to 10% more clicks.1 In fact, by writing responsive search ads that use both new and existing ad text copy, Dell saw a 25% lift in clicks and conversions in its gaming campaigns. To get started with responsive search ads, see this helpful guide. Posted by Sylvanus Bent, Product Manager, Google Ads   1. Google Experiment, Global, November 2018
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  2. 2
    Extending call and message reporting to more places
    November 27, 2018
    Starting this week, calls from your location extensions can be counted as conversions once you enable account-level call reporting. The default length of a call that will be counted as a conversion is 60 seconds, and you can change that value at any time based on your business goals. Measuring calls that last over a certain duration can be a helpful indicator of which campaigns, ads, and keywords are driving the highest quality interactions with customers. We’re also adding call and message reporting to the main extensions tab in Google Ads so you can see how individual extensions are driving results from phone calls and messages. Review new metrics like phone-through rate and chat rate to optimize your performance. Read more about reporting on your call and location extensions. For more advice and best practices for driving calls with Google Ads, read our updated guide. Posted by Michael Russo, Product Manager, Google Ads
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  3. 3
    Ad pod testing coming to YouTube
    November 21, 2018
    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. 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. Read more about how evolving user patterns drive new ad experiences on YouTube here.   Example of an ad pod experience on mobile.
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  4. 4
    Use Video ad sequencing to tell stories across screens and ad formats
    November 16, 2018
    Introduced earlier this year, Video Ad Sequencing is a tool that lets marketers break free of the confines of a single spot, to tell a story that unfolds over time and across devices and ad formats. Today, we're excited to announce the global availability of this tool in Google Ads. Video Ad Sequencing drives impact for brands of all sizes, industries and marketing objectives. Our recent research shows that videos in a sequence contribute to significant gains in ad completion rates. And, in a new study with Ipsos, we found that sequences of 6-second ads and TrueView ads drive brand lift across the customer journey. In fact, sequencing a 6-second ad followed by a TrueView had a significant impact on Ad Recall and Purchase Intent, with an average lift of 118% and 40% respectively.1 This research demonstrates the impact that extended exposure among a consistent audience can have on attention, awareness and action. Our research with Ipsos also showed how different creative approaches can drive different outcomes. Specifically, we found that sequences using the same creative (cut in different ways) are better at driving upper funnel metrics like Ad Recall, whereas sequences using different creative messages are better at driving action, like Purchase Intent. In fact, we found that sequences using a different creative have 67% higher lift in Purchase Intent than those using the same creative.2 As brands experiment with multi-part stories told to the same viewer over time, nailing the right sequence could be the difference between someone tuning out and paying attention, opening the door for users to take meaningful actions later on. Take 20th Century Fox for example. 20th Century Fox used Video Ad Sequencing to reimagine the movie trailer release of The Greatest Showman. The campaign delivered awareness and consideration uplifts that were 5X stronger than those typically seen in the industry. The power of story to capture and keep attention — particularly in today’s fragmented media landscape — cannot be overstated. Embracing the flexibility of the digital canvas to bring new stories to life can help you make meaningful connections and capture attention beyond just a single touchpoint. Video Ad Sequencing does just that, paving the way for customized stories based on rich interest and intent data, delivered naturally to viewers as they move across screens. Start a sequence today — we can’t wait to see the stories you’ll tell! Posted by Ammar Ibrahim, Senior Product Manager, Video Ads     1. Source: Google/Ipsos Lab Experiment, US, March 2018. 120 video sequences in total, 40 sequences per type, US residents 18-64 y/o 2. Source: Google/Ipsos Lab Experiment, US, March 2018. 120 video sequences in total, 40 sequences per type, US residents 18-64 y/o
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  5. 5
    Use Target Impression Share to increase brand awareness
    November 15, 2018
    For some situations, ideal performance means being present on certain search terms. Use the new Target Impression Share Smart Bidding strategy to help ensure your ads are meeting a specific impression threshold. Target Impression Share can be useful for campaigns with brand terms. For example, let’s say you want your ad to show 100% of the time when a user searches for your brand. You can set the Target Impression Share to 100% and the system will then try to show your ad on 100% of auctions in that campaign. This bid strategy can also be useful in raising awareness of your brand. Let’s say you run ads for a local shoe store but you’re competing with larger shoe stores. You could focus on Target Impression Share to ensure your brand is showing up when customers are conducting important searches nearby. Target Impression Share won’t be applicable for every situation, so continue to align your bidding strategies to your campaigns’ goals. Business Goal Campaign Goal Smart Bidding Method Increase Sales or Leads Get as many conversions as possible at a fixed budget or fixed ROI Max Conversions, Target CPA Increase Profit Hit a Return on ad spend (ROAS) that is a profitable level for a specific campaign type Target ROAS Increase Website Visitors Get as many clicks to your websites as possible with the given budget Max Clicks Increase or stabilize awareness Show in a certain percentage of eligible auctions Target Impression Share   Posted by Amulya Sanagavarapu, Product Manager, Bidding
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  6. 6
    Sight, sound and scale: TrueView for reach now available to all brands globally
    November 13, 2018
    In April, we introduced TrueView for reach in beta to help you reach more of your audience on YouTube with even more efficiency and flexibility. Today, we’re excited to announce that all brands globally can use TrueView for reach in Google Ads and Display & Video 360. TrueView for reach brings our popular skippable in-stream format together with the simplicity of CPM buying. The ability to buy TrueView in-stream on a cost-per-impression (CPM) basis will help you reach your desired audience more efficiently. And thanks to YouTube’s 95% viewable and 95% audible environment, you can be sure this audience is seeing and hearing your ads.1 TrueView for reach ads can run on YouTube and Google video partners and are best suited for campaigns with reach and awareness goals. In early testing, we found that 9 out of 10 TrueView for reach campaigns delivered significant lift in ad recall2. Global brands are seeing strong success using TrueView for reach. To drive awareness for a new product in France, Philips ran a geo-based test that entailed shifting 25% of their TV budget to TrueView for reach and Bumper ads on YouTube. This shift led to a 24% increase in unit sales for the product. To reach a younger audience in Mexico and do so at scale, Fanta turned to TrueView for reach. Their campaign reached over 10 million 18-24 year olds in a single month and drove best in class Brand Lift results, including a 223% lift in organic search interest. To get started with a TrueView for reach campaign in Google Ads, choose the Brand awareness and reach objective and follow the instructions for skippable in-stream ads here. Posted by Khushbu Rathi, Product Manager, Video Ads     1. Google and DoubleClick advertising platforms data, Global, May 2017 & Google Internal Data, Global, August 2016 2. Source: YouTube Internal Data, Global, July 2017
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  7. 7
    New workflow in creating goal-based campaigns
    November 8, 2018
    To date, advertisers would create campaigns before specifying their business goals, such as driving sales or leads. Now, we’ve created a new workflow that lets advertisers define their goal first which in turn informs relevant suggestions on how to set up the rest of the campaign. For example, if you’ve selected the goal to drive sales, we’ll recommend campaign types that are most effective in helping you meet that goal - in this case, Search, Display and Shopping campaign types. If you selected brand awareness and reach as your goal, you’d see Display and Video campaign types as suggested options. Your goal will also surface relevant suggestions for other campaign settings, including: Campaign subtypes Ad formats Ad extensions Bidding focus If you’re an advertiser that prefers a simpler campaign creation process that aligns to your business goal, try this new workflow. Posted by Jeannie Zhang, Product Manager, Google Ads
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  8. 8
    Google Ads add-on in Google Sheets updates
    November 7, 2018
    In July, we introduced the Google Ads add-on for Google Sheets. Since then, we've received a lot of useful feedback on this feature. We heard loud and clear that you’d like the data in your sheets to be automatically updated. To that end, we’ve added the option to schedule when your sheets will be updated, so you don’t have to click the "update" option every time you check your sheets. You can now schedule your reports to run daily, weekly or monthly.  We also heard you want more reports available through the add-on. You can now access more report types, including: Display/Video keywords Devices Landing pages Advanced bid adjustments Don’t have the add-on yet? You can install it from here. Posted by Abhishek Kumar, Product Manager, Google Ads
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  9. 9
    Introducing four new search ad position metrics
    November 6, 2018
    It's important to understand where your ads appear on the search results page. For example, knowing if your ad shows more (or less) often at the very top of the results can help you diagnose significant changes in clickthrough rate. And knowing what percentage of eligible top impressions you are already capturing helps you determine if you should do more to increase your bids and quality. Contrary to common perception, average position is not meant to describe where the ad appears on the page. Average position reflects the order that your ad appears versus the other ads in the ad auction. As a result, an ad position of "1" means that your ad shows ahead of all other ads, but it doesn't mean the ad was at the very top of the page. Sometimes no ads are displayed above the organic search results so the ad with a position of “1” appears at the bottom of the page. Therefore, we’re rolling out four new metrics over the next several weeks that - unlike average position - provide clear insights on where your ads are appearing on the search results page: Impr. (Absolute Top) % - the percent of your ad impressions that are shown as the very first ad above the organic search results. Impr. (Top) % - the percent of your ad impressions that are shown anywhere above the organic search results. Search (Absolute Top) IS - the impressions you’ve received in the absolute top location (the very first ad above the organic search results) divided by the estimated number of impressions you were eligible to receive in the top location. Search (Top) IS - the impressions you’ve received in the top location (anywhere above the organic search results) compared to the estimated number of impressions you were eligible to receive in the top location. The first two metrics, "Impression (Absolute Top) %" and "Impression (Top) %" are specific indicators of page location. Use these metrics to determine when and where your impressions are showing above the organic search results. The other two metrics, "Search absolute top impression share" and "Search (Top) IS" convey your share of eligible top impressions. They are the best indicators of the available opportunity to show your ads in more prominent positions. If your goal is to bid on page location, you should use these metrics. We are working on incorporating these metrics into automated bidding options in Google Ads.  To summarize, if you are using average position to understand the location of your ads on the page, it's better to use Impression (Absolute Top) % and Impression (Top) %. If you are using average position to bid to a page location, it's better to use Search (Abs Top) IS and Search (Top) IS. To provide feedback about these new metrics, click here. Posted by Julien Jacquet, Product Manager, Google Ads
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  10. 10
    Store visits "New vs. Returning" segmentation now available
    October 29, 2018
    Advertisers who measure store visits can now better understand how many store visits come from new or repeat customers. Use these insights to tailor your messaging (e.g. promote offers specific to new customers) or adjust your marketing strategy to help reach your most valuable customer segment. For example, if your business goal is to maximize sales from existing customers, identify which campaigns and ad groups reach the most returning customers and focus your budgets, bid increases and keyword expansions there. Posted by Victor Zhu, Product Manager, Online-to-Offline Measurement
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  11. 11
    Two new features available in the Ad Preview and Diagnosis tool
    October 26, 2018
    The Ad Preview and Diagnosis tool helps you see which ads are appearing for your keyword. You can enter a search term and get a preview of how the Google search result page looks to users. It’s better to use this tool than to do an actual search on, because it won’t affect your ad metrics. If your ads aren’t showing, the tool also diagnoses the reason. Now, two new features allow you to get a clearer view of who is seeing your ads, and to take immediate action to get your ads to show. See which ads are showing for a particular audience Until now, you could use the Ad Preview and Diagnosis tool to preview ads by search term and filter by location, language, and device. However, you couldn’t filter by audience. Now, the Ad Preview and Diagnosis tool supports Search audiences. You can click on the Audience widget to select your desired audience list. If you are using the “Targeting” setting (previously called “Target and bid”) in your campaigns, you will be able to see which ads are showing for your specified audience. If you are using the “Observation” setting (previously called “Bid only”), you can see how your ad may appear higher or lower on the page, based on your bids for your specified audience. Take immediate action to get your ads to show If your ads aren’t showing, the Ad Preview and Diagnosis tool also indicates the reason. Previously, after you diagnosed the issue, you would then have to navigate through your account to make the necessary changes to get your ads to show. Now, you will be able to fix issues directly within the tool itself, starting with adjustments to campaign budgets. If the reason that your ad is not showing is budget-related, you can simply click “Edit budget” and make the budget change directly from the tool. These two updates to the Ad Preview and Diagnosis tool should provide you with more insight on who’s seeing your ads and save you time with related workflows. Posted by Sylvanus Bent, Product Manager, Google Ads
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  12. 12
    Easier ways to manage your messages
    October 25, 2018
    In the coming weeks, we’re rolling out two improvements to messaging ads: Email forwarding sends text messages to your email, so you don’t need to provide a phone number to use message extensions. Responding to the email will automatically send a text reply back to your customer. Automatic reply sends a preset message back to customers as soon as they message you. For example, you can automatically reply with, “Thanks for your message. We’ll get back to you within the hour.” To help measure the success of your messaging 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. Posted by Kishore Kanakamedala, Director of Product Management
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  13. 13
    Use parallel tracking for fast load times and a great user experience
    October 22, 2018
    Speed is important. In fact, 53% of users will leave a mobile site that takes longer than 3 seconds to load. To get the most from your Google Ads, it’s crucial to have a site that loads as quickly as possible. Traditional click tracking can slow page loading while leaving you open to tracker outages. Parallel tracking takes users directly to your landing pages while allowing your tracking to happen in the background. This allows for much faster load times. Sites that use parallel tracking load up to 5 seconds faster.1 It also helps you get the most out of AMP landing pages, enabling near-instant load times. Starting October 30th, 2018, parallel tracking will be mandatory for all third party Google Ads partners. If you’re using a third party to manage your ads’ click measurement, reach out to them to ensure that you’re all set for the update. If you’re not, find out what needs to be done to get your site ready. Parallel tracking is designed to improve user experience on your landing page, so you may see performance gains to match. Despegar is the largest online travel agency in Latin America. When driving leads online, speed and user experience are crucial for success. A decrease in load time, like what they saw after implementing parallel tracking, is a big win.   “Decreasing load times greatly improves the user experience. It is especially important for users with slower internet connections.” -Daniel Altman, Software Development Manager, Despegar   If you haven’t already, start a conversation with your third party Google Ads tools about third party tracking. Starting on October 30th, we will start marking parallel tracking mandatory for all Search Network and Shopping campaigns. Posted by Jon Diorio, Group Product Manager, Google Ads     1Google Internal Data, September 2018
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  14. 14
    New predefined landing page reports
    October 16, 2018
    There are two new predefined reports coming to the Report Editor: landing pages report and expanded landing pages report. Both reports have been available in the “Landing pages” page. However, soon you’ll be able to easily manipulate and chart them in the Report Editor, as well as add them to your custom dashboards. The landing pages report is an improved version of the final URL report, as it contains additional columns: Mobile speed score Mobile-friendly click rate Valid AMP click rate The expanded landing pages report includes all the same columns as the landing pages report, but also shows the URL users reach after contextual substitutions have been made and custom parameters have been added. You’ll be able to easily engage with all of your landing page performance data through multi-dimensional tables and charts. For example, you can create a pie chart for conversions segmented by expanded landing pages or landing pages. Posted by Prashant Nair, Product Manager, Google Ads
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  15. 15
    Launching new TV screens device category to reach YouTube users on connected TVs
    October 16, 2018
    On average, users watch over 180 million hours of YouTube on TV screens every day.1 We know that marketers want in on this shift in viewing behavior, so we’ve been hard at work building a rich YouTube experience for set-top boxes, gaming consoles, streaming devices like Chromecasts and smart TVs of all stripes. Today we’re launching the TV screens device type to make it easy for you to find engaged, valuable audiences while they are watching YouTube on that original device purpose-built for watching video: the TV. The TV screens device type joins computers, mobile phones and tablets in Google Ads (formerly AdWords) and Display & Video 360 (formerly DBM), meaning you can tailor your campaigns for connected TVs – for example, by using a different creative or setting a specific device bid adjustment. You can also see reporting for ads that run on TV screens to help you determine the impact of these ads within your overall mix. We’ve already seen that people react positively to ads on the TV screen – based on Ipsos Lab Experiments, YouTube ads shown on TV drove a significant lift in ad recall and purchase intent, with an average lift of 47 percent and 35 percent respectively.2 And customers like Pixability are voicing their excitement for the feature: “Consumers are cutting the cord and this is a tremendous opportunity for advertisers to reach their audiences in the living room with digital video. With the launch of TV Screens device targeting and measurement on YouTube, our customers are better able to understand how their audiences are watching TV screens, and connect with those audiences as they're engaged in leaned-back viewing.” – David George, CEO, Pixability Start reaching users on devices that stream TV content – such as smart TVs, gaming consoles, and streaming devices like Chromecast – today. To learn how, click here. Posted by Chris Hong, Product Manager, Video Ads   1Google Internal Data, Global, June 2018. Based on 7 day average for TV watchtime. 2Google/Ipsos Lab Experiment, US, March 2018 (32 ads, 800 US residents 18-64 y/o)
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  16. 16
    Improved attribution for TrueView for action ads
    October 12, 2018
    People don't always take action on video ads in the moment—they often convert a couple days after their viewing session. For instance, say you had been thinking about making your home a little smarter, for the sake of efficiency and shaving some money off your utility bills. You see a video ad on YouTube for the Nest smart thermostat that piques your interest, but you’re not quite ready to buy it right there in the moment. You decide to do a bit more research before ultimately purchasing it online a few days later. That video you saw on YouTube didn’t drive the click, but it planted the seed. From sparking an idea to making that final decision, online video has a massive influence within today’s consumer journey.  Over 90% of consumers say they’ve discovered new products and brands on YouTube, and watch time for YouTube videos on "which product to buy" has doubled year over year. To understand how video works in the purchase journey, it’s important to have accurate attribution – and looking at the relationship between video ad exposure and conversions we determined that the default attribution window for TrueView for action ads needed to change. To help you more accurately assess the impact of your video ads, we’re adjusting the default attribution window for TrueView for action ads to 10 seconds with a 3 day default conversion window (from 30 seconds with a 30 day conversion window).  Here’s what’s changing:  Our system will now count an ‘Engagement’ whenever a user clicks or watches 10 seconds or more of your TrueView for action ad using maximize conversions or target CPA bidding.  By default,  a ‘Conversion’ will be counted when a user takes action on your ad within 3 days of an ‘Engagement.’ You can ask your Google team to customize this time frame if you prefer an alternative.   For users who click your ad, we’ll still attribute conversions according to the conversion window you have set (the default is 30 days). To inform these changes, we conducted large-scale experiments to analyze the incremental conversion volume driven by TrueView for action ads across a broad range of advertiser industries and conversion types. As a result, advertisers can look forward to:  More accurate conversion counting  Faster ramp up times for your target CPA campaigns  More current reporting thanks to reduced conversion lag No action is required from advertisers to take advantage of these improvements. Learn more about video ad measurement here.   Posted by Nicky Rettke, Group Product Manager, YouTube  
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  17. 17
    Copy your column preferences to the new Google Ads experience
    October 1, 2018
    We’ve heard feedback that you want an easy way to copy your column preferences from the previous Google Ads experience to the new one. Now there is! In the new Google Ads experience, simply go to: Tools > Preferences > Columns preference, and click ‘Copy columns’. All of the set columns for your statistic tables will be copied over across all of your accounts. For example, if your ‘Campaigns’ statistics table always showed ‘Clicks,’ ‘Impressions,’ ‘Cost,’ ‘Conversions’ and ‘Cost/Conv.,’ you can now copy those column preferences to the new Google Ads experience with a single click. This works even if you no longer have access to the previous experience.  Copy your column preferences now. Please allow 24 hours for your column preferences to update in the new Google Ads experience. Posted by Abhishek Kumar, Product Manager, Google Ads
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  18. 18
    Parallel tracking to support Display and Video campaigns in March 2019
    September 27, 2018
    The holidays are just around the corner. So it’s more important than ever to ensure your customers have a delightful and fast experience when they visit your mobile site. Faster mobile sites mean better user experiences, leading to more conversions and less budget spent on bounced clicks for advertisers. That’s why we launched parallel tracking (blog | help center) for mobile Search Network and Shopping campaigns earlier this year. Early data shows that advertisers who have adopted parallel tracking have seen page load time reduced by up to 5 seconds.1   This is a reminder that parallel tracking will be required for all Search and Shopping advertisers starting October 30, 2018. We will expand parallel tracking to mobile Display & Video campaigns in March 2019. This means that Display and Video advertisers do not need to make updates until after the holiday season. If you are a Search or Shopping campaign advertiser, please continue to work with your click measurement providers to ensure that they are ready for the Oct 30 deadline. Doing so will ensure that there’s no disruption to your click measurement system. To learn more about parallel tracking, click here.   1. Google Internal Data, September 2018 
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  19. 19
    Extend the impact of video campaigns with Google video partners
    September 26, 2018
    Over 1.9 billion users come to YouTube every month to watch video. For brands, YouTube delivers high impact exposure to engaged audiences, industry-leading viewability, and proven business results. But YouTube isn’t the only place people watch video – they watch across the web, and in games and apps. To help you find more potential customers when they engage with content away from YouTube, we offer Google video partners. Google video partners is collection of sites and mobile apps from our partner publishers that provide high quality, brand suitable video content and expanded audience reach beyond YouTube. You can access Google video partners inventory via Google Ads and Display & Video 360, and it’s integrated into the planning and measurement capabilities you’re familiar with for YouTube, including Reach Planner, Unique Reach and Active View. And to make sure your Google video partners campaigns align with your objectives, we offer a range of video formats, including TrueView in-stream, 6 second bumper ads, and outstream video ads. These seamless integrations make it easier for you to scale the impact of your video advertising. We know running ads on video partner sites is an effective way to extend campaign reach, but what about impact? To answer this question, we studied the Brand Lift results of TrueView in-stream campaigns across both YouTube and Google video partners. We collected hundreds of thousands of survey responses in 41 Brand Lift studies across devices on YouTube and Google video partners, then computed lift for each inventory source independently. We observed that ad impressions on Google video partners resulted in as much lift in Ad Recall as ad impressions on YouTube, and were as cost-efficient. This research shows that Google video partners plays an important role in maximizing the reach and impact of your video campaigns. Users consume content online in increasingly diverse ways. With Google video partners, we make it easier for you to extend the reach and impact of your video advertising with access to high quality publishers across the best of the web and apps. To measure the incremental reach and Brand Lift of adding Google video partners to your YouTube campaigns, speak to your Google account manager. Posted by Armen Mkrtchyan, Product Manager, Video Ads
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  20. 20
    Smart Bidding to be used for search partners
    September 25, 2018
    Search partners are sites that partner with Google to show ads on search result pages, site directory pages or on other pages related to a person’s search. Smart pricing has historically powered manual bids for search partners. Starting in October, Smart Bidding may be used for search partner sites if you have conversion tracking in place. Smart Bidding can provide better performance by using a wider range of contextual signals to optimize bids for each and every auction. Smart Bidding will aim to maximize conversions on search partners at a similar cost per conversion as Google Search. For example, if you have a $50 cost per conversion on Google Search but lower conversion rates on partner sites, then Smart Bidding may set lower bids to help achieve a $50 cost per conversion. Alternatively, if you get a better conversion rate from a search partner site, Smart Bidding may raise your bid to help you get more traffic and conversions from that site at the $50 cost per conversion you receive on Google Search. Posted by Josh Moser, Product Manager, Google Ads
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  21. 21
    Use new account-level call reporting to ensure you're fully measuring call performance
    September 18, 2018
    Click-to-call ads connect your business with customers over the phone. You can measure conversions and certain details about those calls (call duration, start/end time, and caller area code) through call reporting. With insights about the quality of your calls, you can improve performance and work to drive even more calls. Until now, call reporting was set for individual call extensions or call-only ads. With many advertisers needing to set up multiple extensions and ads per account, it can be a challenge to make sure you have full coverage with call reporting set up across all your click-to-call ads to accurately measure their performance. Starting this month, call reporting can be enabled at the account level. There will be one toggle for your entire account, removing the frustration of having any call extensions or call-only ads with no reporting enabled. It’s now easy to remember to activate call reporting for all of your accounts. This change will be rolling out in the next few weeks. Note that once you turn on call reporting at the account level, the ability to add reporting on a per-extension and per-ad basis will no longer be available. You will continue to be able to add or remove call reporting at the account level. Posted by Hareesh Nagarajan, Product Manager, Google Ads
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  22. 22
    Inspire undecided shoppers with Shoppable Image ads
    September 14, 2018
    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 Posted by Surojit Chatterjee, Director of Product Management, Google Shopping
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  23. 23
    Helping shoppers discover with video in Showcase Shopping ads
    September 13, 2018
    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 in 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. Posted by Surojit Chatterjee, Director of Product Management, Google Shopping
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  24. 24
    Vertical video ads now available for TrueView and Universal App campaigns on YouTube
    September 12, 2018
    Globally, more than 70% of YouTube watch time happens on mobile devices1. To engage these viewers effectively with TrueView and Universal App campaigns, it’s important to adapt to their viewing behaviors and create a variety of different video ads – including square and vertical videos. We’re launching vertical video ads to provide a more seamless mobile experience for viewers. With vertical video ads for Universal App and TrueView campaigns on YouTube, you can upload a vertical video, and when a viewer sees the ad on their mobile device, the player will expand based on the dimensions of the video. Vertical video ads provide a big, beautiful canvas to deliver your message on mobile and allow engagement with your customers in a way that fits their viewing preferences. And, they’re a great way to complement horizontal videos – we recommend adding both vertical and horizontal video assets to the same campaign for maximum Brand Lift impact. Hyundai recently took YouTube vertical video ads for test drive, using the feature in combination with their horizontal video assets to introduce the world to an all new SUV model. The result: a 33% percent lift in brand awareness and a nearly 12% lift in consideration. Learn more about the technical specs and best practices for vertical video ads here. Posted by Ali Miller, Group Product Manager, Video Ads     1. YouTube Internal Data, Global, April 2017 - March 2018, Mobile includes mobile devices and tablets
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  25. 25
    Use and test Accelerated Mobile Pages (AMP) in Google Ads
    September 11, 2018
    Accelerated Mobile Pages (AMP) are pages that load near instantaneously for mobile users. To date, you could test the impact of your AMP pages vs. conventional web pages using either Google Ads' campaign experiments or ad variations. You can learn more about the pros and cons of each approach for testing AMP pages here. To make your AMP testing even more insightful, we've developed a new testing methodology for campaign experiments known as "cookie-based splits." This new testing type aligns with ad variations’ cookie-based approach. We recommend you use this methodology whenever you test AMP pages via campaign experiments. By default, campaign experiments assigns users to a test or control group every time they enter a search (also known as "search-based splits"). This means any given user may see both the test and control experiences over the course of a day. In contrast, the new "cookie-based splits" assigns users to the test or control group. As a result, any given user will either always see your AMP page (if they are in the test group) or always see your non-AMP page (if they are in the control group). We hope this helps you better test the efficacy of driving your search ads traffic to AMP pages. Posted by Prashant Nair, Product Manager, Google Ads
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    Deliver the best message across the web with responsive display ads
    September 10, 2018
    Great display ads assist consumers using rich images and useful information. However, showing the most relevant and engaging ads across millions of sites and apps isn’t easy. That’s why we’re rolling out responsive display ads. Responsive display ads (RDA) combine your creativity with the power of Google’s machine learning to deliver relevant, valuable ads across the web, at scale. Just provide a few simple inputs about your business-up to 15 images, 5 headlines, 5 descriptions, and 5 logos. Google uses machine learning to test different combinations and show the ads that work best. On average, advertisers see 10% more conversions at a similar CPA when using multiple headlines, descriptions, and images with responsive display ads (versus a single set of assets).1 Best Practice: To help your brand stand out, add a logo to your responsive display ads. In addition, add dynamic feeds to your campaigns. This helps you show more tailored ads to people who previously visited your site or app. Once your responsive display ads are up and running, you’ll want to know how each asset is performing. With the asset report, you can quickly see performance for your headlines, descriptions, images and logos. To access the report, just click on Ads & extensions and then View asset details. The performance column will show a “Learning,” “Low,” “Good,” or “Best” rating based on how well an asset performs. The asset report helps you identify top-performing creatives relative to one another. Let’s say you’re an online florist. You might discover that descriptions including “Free shipping” are rated as “Best.” You can then use this insight to double down on your best performing assets, like free shipping promotions. And if you find assets rated as “Low,” you can replace them to improve results over time. Rakuten Travel is the largest online travel brand in Japan. Using responsive display ads, it drove a 3X increase in sales compared to its standard image ads alone. Different versions of a responsive display ad. Responsive display ads are rolling out over the next few months to all advertisers globally. To get started, visit the Help Center and check out our display best practices.     1. Internal Google data, September 2018.
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    Use “URL is” feature for more control over Dynamic Search Ads
    September 7, 2018
    Dynamic Search Ads (DSA) can be useful in driving more traffic to your landing pages. Now, you can set up Dynamic Search Ads for your top pages more easily. To find your top performing pages, use the DSA ad targets report. Then use “URL is” to target any of those pages by adding exact URLs to your Dynamic ad targets. Posted by Walter Vulej, Product Manager, Google Ads
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    Match the intent of a search with close variants
    September 6, 2018
    The ways people search are constantly changing: roughly 15% of the searches we see every day are new.1 With so many new queries, there’s a good chance people are searching for your products or services with terms you haven’t discovered. Take deodorant, for example. Last year, we saw people search for deodorant in more than 150,000 unique ways.2 That’s a lot of different ways to say the same thing. But you shouldn’t have to manage an exhaustive list of keywords to reach these hygiene-conscious consumers. That’s why exact match close variants will begin including close variations that share the same meaning as your keyword.3 Early tests show that advertisers using mostly exact match keywords see 3% more exact match clicks and conversions on average, with most coming from queries they aren't reaching today.4 Brands like Extra Space Storage are already discovering new opportunities to reach more customers. Steph Christensen, Senior Analyst for Paid Acquisition shared, “We were very satisfied with the quality of matches during the pilot. We’re always looking for ways to increase volume, and this new matching behavior should help us gain additional reach via highly relevant new matches." Reach more people with the same keywords Powered by Google’s machine learning, exact match will now match with the intent of a search, instead of just the specific words. This means your exact match keywords can show ads on searches that include implied words, paraphrases, and other terms with the same meaning. Let’s say you’re marketing for a travel business. If you’re using the exact match keyword [yosemite camping], your ads may show on other terms like “yosemite campground,” “campsites in yosemite,” or “yosemite national park ca camping.” In each case, the intent of the search still matches the original keyword: to go camping in Yosemite National Park. However, you wouldn't show on terms like “yosemite hotel” or “best yosemite camping,” because while both refer to staying at the park, the intent is different. Instead, these terms would match to the broad match version of this keyword. Examples of new queries that may match with “yosemite camping.” Make keyword management simpler Best Practice: Use Smart Bidding to help shape your traffic. To learn more about this and other strategies that can help you make the most of this change, check out our keyword best practices. If you already use paraphrases and other similar terms in your account, Google Ads will still prefer to use keywords identical to the search query. Phrase, broad, and broad match modifier keywords aren’t included in this update. Posted by Miguel Villalobos, Product Manager, Search Keywords     1. Google internal data, April 2017 2. Google Data Jan 2016 - June 2017, US 3. This change will roll out for English keywords through October, with more languages to follow over the next few months 4. Google internal data, August 2018
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    Use URL level stats for your Dynamic Search Ads
    September 5, 2018
    Landing page data is now available in the search terms report under the dynamic ad targets. This report makes it easy to find your top performing pages and target them specifically. You also can find pages you’d want to add as negative targets. For example, if your ad group targeting all webpages is driving traffic to a product page on an out of stock product, you can exclude that product’s page. Posted by Walter Vulej, Product Manager, Google Ads
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    Drive more traffic to your standard campaigns’ landing pages
    September 4, 2018
    Dynamic Search Ads (DSA) expand your search advertising beyond keywords. You can now run DSA exclusively on landing pages from your standard ad groups with a simple set up. Just select “landing pages from your standard ad groups” from the list of available categories. This will target all landing pages in your account that are being used with text ads. For example, if you have standard campaigns set up for different types of shoes this can capture all types of shoes featured on your landing pages, even when the type is not featured in your keyword list. We recommend that you start with this approach. Once you see positive performance, grow your DSA traffic with other targeting types, such as specific categories. Learn more about your options with Dynamic Search Ads. Posted by Walter Vulej, Product Manager, Google Ads
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    Editor release includes 4 new features
    August 30, 2018
    Earlier this week, we released AdWords Editor 12.5. New features include: More text in expanded text ads New description line for Dynamic Search Ads Longer descriptions for call-only ads New custom rule: Sitelinks with no descriptions Learn more about these recent updates to Editor.
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    Get more out of responsive search ads with new insights
    August 27, 2018
    Responsive search ads combine your creativity with the power of Google’s machine learning to help you deliver relevant, valuable ads. To help you create more effective responsive search ads, we’re introducing three new reporting and feedback tools: Preview ad combinations as you build them. This will help give you confidence about what your ads might look like, and you can even browse through them to double-check your work. View reporting for headlines, descriptions, and top combinations to make it easy for you to see what’s showing up most often on the search results page. Measure the relevance, quantity, and diversity of your ad copy with ad strength. Posted by Anthony Chavez, Director of Product Management, Google Ads
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    Workshops for scripts available
    August 23, 2018
    You’re invited to join a training session on scripts. We’ll host beginner and advanced courses in 6 cities around the world. The training features: Keynote speakers Hands-on codelabs Manager account scripts Basic troubleshooting for beginners Connecting to external data and services for advanced users Learn more and register for this opportunity. The workshops will take place in: North America New York City (Advanced session, September 4) San Francisco (Advanced session, September 7) Europe Hamburg (Beginner session, September 27 and Advanced session, September 28) London (Beginner session, October 3 and Advanced session, October 4) Asia Tokyo (Beginner session, September 28) Singapore (Beginner session, October 15)
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    Modernizing the look of display ads for better performance
    August 20, 2018
    We've updated the visuals around Google Display ads to help you get better performance. First, text ads are now more than simple text. Ads can now feature a logo when a logo has been added to a creative. Along with increased branding potential, there’s a new font and a rounded call-to-action button. Both changes are intended to align with current design best practices. As these changes roll out, you’ll also begin to see an option to add custom colors, both a main and an accent color, so that your ads align as closely as possible with your branding preferences.     Second, the assets for your responsive display ads can now fit together more seamlessly. Using machine learning, colors are extracted from the images you provide to Google Ads. We create a layout that approximates fully-designed image ads. The colors of the text and button of your ad are all customized to create an appealing contrast for your entire ad unit. The end result should be ads that are content-aware, and closely match the style of top performing human-created image ads.         In order to make the most of these formats, ensure that you’re providing a selection of creative assets to assemble the best possible ads. Check out our advice about creating effective display ads. Read more about responsive display ads.
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    Take action on cards within the Overview page
    August 17, 2018
    The Overview page provides a top-level view of your account and campaign performance. This view might inform changes you need to make in your account. You can now implement some of those changes directly from the Overview page itself. These actions include: Pause or unpause campaigns, ad groups and keywords Edit campaign budgets Edit keyword and ad group bids Edit ad copy Exclude irrelevant search terms by adding negative keywords right within the “searches” card For example, let’s say you want to drive more traffic from searches on a particular keyword. You can click into that term, click “Edit Keyword” and edit the bid right from the Overview page. Give it a try on your Overview page.
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  36. 36
    Introducing new local marketing innovations for advertisers
    August 10, 2018
    Consumers are increasingly turning to their smartphones to research and explore the physical world around them. In fact, “near me” searches on mobile have grown 3x in the past two years.1 And 3 in 4 people who conduct a local search on their smartphone visit a related business within 24 hours.2 For marketers, this means it’s more important than ever to build experiences that surface relevant local information as easily as possible, and then measure the impact to your business. Last month at Google Marketing Live, we announced Local campaigns, a new dedicated campaign type for marketers with offline goals who want to focus on bringing more customers into brick-and-mortar locations. Provide a few simple inputs—like your business locations, budget and ad creative—and we automatically optimize your ads across Google properties and networks to help you drive more store visits. We now have more innovations coming soon to help you manage your local ads, and then measure the offline performance of your media across Google and other marketing channels. Find a Google My Business account and easily activate local ads To create local ad formats using location extensions, the first step is linking your Google My Business account to your Google Ads account. This allows us to show consumers relevant information from your business listings, such as your address, phone number, business hours and more. To simplify the process of finding the right Google My Business account to link to, we’re introducing a tool that will automatically surface relevant accounts for you using matching signals like your geographic coverage and website domain. Choose a Google My Business account with the most verified locations or the one with locations that best match your business and campaign objectives. Once the owner of that account approves, you’ll be ready to add location extensions to your Search, Display and YouTube ads. Introducing store visits measurement in Google Analytics When you’re investing in marketing solutions like Google Ads, it’s critical to understand the impact to your business in order to make more informed decisions about your budgets, creatives, bid strategies and more. We launched store visits in Google Ads over three years ago to help advertisers understand how their campaigns influence in-store traffic. Since then, we’ve measured over 10 billion visits across verticals like retail, auto, restaurants, and more. Store visits in Google Ads has long focused on connecting Google ad impressions and clicks to visits. We’re now introducing Store Visits in Google Analytics so you can measure offline results from more of your marketing efforts that bring customers to your website and then to your store. Please speak to your account representative if you're interested in joining the beta. Store visits in Google Ads and Google Analytics 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. Google uses industry best practices to ensure the privacy of individual users. Denny’s reaches a new generation of diners with local ads solutions Denny’s, a global restaurant chain, is one example of an advertiser using Google’s local products to bring more people into its diner locations. Customers are often searching for terms like “pancakes near me” or “best burgers nearby” on mobile. Denny’s shares how its shift from traditional media to Google Ads has uncovered new insights and helped them win more of these customers:   How Denny's is serving a new generation of diners with digital   “You can have confidence, not only in serving that right message to the right consumer - but that digital marketing translates to in-store traffic. Ultimately, it brings the customer to the table.” - Luis Martinez, Digital, Media, and Hispanic Marketing at Denny's   We look forward to helping you continue to build great online to offline experiences for your customers.     1. Internal Google data, U.S., July–Dec. 2015 vs. July–Dec. 2017 2. Google/Purchased Digital Diary, "How Consumers Solve Their Needs in the Moment," smartphone users=1,000, local searchers=634, purchases=1,140, May 2016.
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    Use new local conversion insights to optimize your local advertising
    August 9, 2018
    88% of people who conduct a local search on their smartphone visit a related store within a week1. We're expanding reporting on location extensions to not only include actions on the extension itself, but also ones that occur after the ad click on the Place Page. This will help advertisers better understand activity between online advertising and local actions even if they're not eligible for store visits reporting. The new metrics include: Clicks to call Directions Website visits Orders (vertical-specific) Menu views (vertical-specific) Other engagements How to use the new local conversion actions The metrics are reported once you link your Google My Business account to your Google Ads account. These metrics show how online actions are driving engagement with your business’s physical locations (e.g., getting directions or calling your business via Google Maps after clicking on your ad).  These new conversion actions will be reported in the “All conversions” column. They will not be included in the Smart Bidding strategies like Target CPA or Maximize Conversions, which rely on the "Conversions" column.  You can use these new conversion metrics to optimize your local advertising in several ways.  Let’s say you have campaigns that where your ads include local information about your nearby store locations. Or you might have ad copy dedicated to local offers and promotions in that store. You can use these insights to measure your ads’ impact on driving local results and optimize accordingly. Learn more We only report aggregated and anonymized data and we use industry best practices to ensure the privacy of individual users.  Using the per store report Along with the new metrics, the per store report has been launched. The per store report allows you to see anonymized and aggregated store visits and local actions by store location. Let’s say you have clothing stores at three locations: Athens, Bloomington and Boulder. You notice that the store locations in Athens and Bloomington drive more local actions and store visits compared to the one in Boulder. This can help inform how you distribute your offline budgets by store, and also guide your local strategies in Google Ads. For example, you may want to provide more online promotions in Boulder to provide a lift in sales. Learn more 1. Think with Google  
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    Deliver more relevance with responsive search ads
    August 9, 2018
    Last month at Google Marketing Live, we shared how responsive search ads use the power of Google’s machine learning to help you deliver the best ad for any search query. Starting in September, responsive search ads will be rolling out to more advertisers in English, French, German, and Spanish, with other languages to follow soon. One of the advantages of responsive search ads is that they give you more room to convey your message. While we work on improving responsive search ads across languages, it’s important to extend that same advantage to your existing text ads. That’s why, starting in late August, you’ll be able to add a third headline and second description to your text ads. In addition, your descriptions can have up to 90 characters. To get started, try adding a third headline and a second description to your existing text ads. For example, if you’re a retailer using two headlines that show your brand name and official site, you can add a third headline showing shipping details or special offers. Learn more about writing effective text ads here.
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    Showcase your in-store products on Display with local catalog ads
    August 8, 2018
    You can now build Display ads with local inventory feeds using local catalog ads. With local catalog ads you design the hero image and select the products you’d like to promote. Product details and images will then be pulled from your product feed to create Display ads which will be shown across different websites, blogs and apps. This includes product per-store pricing and inventory information. For example, let’s say a sports gear store has a location in Hawaii and a location in Colorado. Each store has inventory that is unique to their location - the Hawaii store carries surfboards in-stock, while the store in Colorado has snowboards in-stock. The advertiser’s display ads can now feature locally relevant products since local catalog ads draw from store-level inventory data.
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  40. 40
    Become an expert on creative strategy for App campaigns
    August 7, 2018
    App campaigns use ad assets to design relevant ads at scale to promote your mobile app. To help you create effective ad assets for the campaign, we’ve launched a new course called Ad Assets for App Campaigns as part of our growing app ads education program. In this latest course, you’ll find short, snackable video lessons and interactive activities to help you learn how App campaigns use ad assets, what are the best types of assets to provide, and how to use asset reporting for creative insights. Sign up for the course and earn a certificate today!
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  41. 41
    New security protections for your Google Ads account
    August 6, 2018
    When you use Google Ads, you’re trusting us with sensitive information—which is why it’s important to keep it private and safe. Today, we’re making updates to put you in control of your security and ensure you stay protected. Add an optional layer of security 2-step verification requires Google Ads users to sign in to their account with a password and an additional step, like a text message code or security key. This added layer of security helps keep millions of users safe while using Google products. In the coming weeks, we’ll be improving this protection by allowing you to require 2-factor verification for all users on your Google Ads account. Keep your account safe with 2-step verification Click the tools icon  in the top right corner of your Google Ads account to update your access settings. If you access your account through the AdWords API or Google Ads API, make sure to also update your API access settings. Keep it close to home In the coming weeks, you’ll also be able to control account access invitations by email domain. That means only users with emails registered under a specific domain, for instance, can be invited to access your Google Ads account. Take additional steps to secure your account Keeping your information safe means staying up to date with security protections. By applying these recommendations to your Google Account, you can help maintain the security of your ads data. You can also make sure you’re receiving important messages by keeping the email addresses in your Google Ads account up to date. Posted by Anthony Chavez, Director of Product Management
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    Chart time comparison data in the Report Editor
    August 3, 2018
    Report Editor users often tell us how important it is to be able to chart performance for two different time periods. That's why we’re happy to announce that Report Editor charts now support time comparison. This allows you to better visualize your performance, such as how this week's clicks compare to last week's. You'll be able to visualize week over week, month over month or other date range comparison charts in your customized reports in the Report Editor.
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  43. 43
    Use optimization score to guide your account optimizations
    August 2, 2018
    Your optimization score, found on the Recommendations page, helps you understand your account’s optimization potential. The score runs from 0% to 100%, with 100% meaning that your account can perform at its full potential. We look across key aspects of your campaigns to evaluate whether they are fully optimized and then offer recommended actions if there is room for improvement. If a recommendation can have more impact on your performance, it’s given more weight on your overall score. Optimization score encompasses several aspects of your campaign, including: Bids & Budgets Ads & Extensions Keywords & Targeting Repairs Optimization score is calculated in real-time, and factors in variables like the following: Statistics, settings, and the status of your account and campaigns Relevant impact of available recommendations Recent recommendations history Trends in the ads ecosystem Use recommendations to improve your score Improve your account by checking your optimization score and implementing recommendations that meet your business goals. For example: Mango, an international retailer, adopted smart bidding recommendations and drove 59% more conversions and 22% higher ROAS. Koch Ford, a large car dealer in Canada, adopted tCPA bidding recommendations and drove 77% more conversions while decreasing CPA by 34%. Note: optimization score is shown for active Search campaigns only. This feature is not supported in AdWords Express. Optimization score doesn’t factor into Quality Score or Ad Rank calculations. Posted by Blake Reese, Senior Product Manager, Optimizations
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    Make every conversion count with sitewide tagging
    August 2, 2018
    There has never been a more exciting time to be a digital marketer. From second-screening during a commercial break to searching at a bus stop, there are more opportunities than ever to reach your customers. But, all of that access makes measurement difficult. Conversion measurement is getting more complex, and your site’s tagging needs to keep up. The best way to measure online conversions is to use tools that set cookies in the same domain as your site (known as first-party cookies). The tags for such tools should be placed sitewide, on every page of your site, to effectively measure and optimize your digital marketing investment. It’s also recommended to use a dynamic library like gtag.js (also known as the global site tag) to maintain flexibility as your needs, and the industry, evolve. With first-party measurement, you can measure what marketing and experiences work best across your sites. It’s important to use sitewide tagging solutions that can set first-party cookies for measuring conversions. You can do this type of tagging with Google’s global site tag (for Google Ads, Display & Video 360, Search Ads 360, Campaign Manager, and Google Analytics) or with a tool like Google Tag Manager (for all Google and non-Google tags) Google’s tagging options Google provides two options for conversion tagging: the global site tag or Google Tag Manager. With a single implementation, each of these work across Google's advertising and analytics products: Google Ads, Display & Video 360, Search Ads 360, Campaign Manager, and Google Analytics. While the implementation for each of these solutions is slightly different, they both enable simple and consistent measurement. An update should take less than a day of your webmaster’s time to complete. When included on all pages of your website, either the global site tag or the conversion linker tag in Google Tag Manager will set new, first-party cookies on your domain so that you can measure the actions that you care about and understand which clicks result in conversions. There are different reasons to choose each of the tagging options: For the simplest option to get visibility into conversions from paid media, use the global site tag. It works with Google Ads, Google Marketing Platform advertising products, and Google Analytics. For a more comprehensive tool to manage your conversion tags through a web interface, use Google Tag Manager. It works with all Google and non-Google tags. If you are already using Tag Manager, there's no need to make any changes to your page -- simply add the conversion linker tag in the Tag Manager interface, and set it to fire on all pages. If you need more time before adopting one of these sitewide tagging solutions and you have already deployed a previous version of the Google Analytics tag across your site, you can link your Google Ads and Analytics accounts to ensure you are able to measure conversions using first-party cookies. Note that this solution only works for Google Ads conversion tracking and not Floodlight tags. Understanding your data Once your site is tagged, it’s important to understand and verify your data. Compare your reported conversions with actual, hard sales. Your own sales figures are the best source of truth for your business. If online and offline numbers are significantly out of sync, take a look at your tagging to ensure things are set up correctly. Keep in mind that some discrepancies are expected due to differences in counting methodologies and technologies. Understand how long it takes an average customer to convert. The “Days to Conversion” metric in Google Ads is one way to see how long people like to research before actually purchasing. The longer the gap between a click and a conversion, the likelier it is for that conversion to be underreported in Google Ads. Update your performance targets accordingly. If you aren’t able to update your tags, you may begin to see some modeled conversions in your account starting later this year. Without updated tagging, Google Ads and Search Ads 360 will model conversions for same-device click-through conversions. This way you’ll still have an idea of your overall performance. For the most accurate measurement, especially in the more granular areas of your account like keywords, you’ll need to update your tags. We recommend you update your tagging as soon as possible to preserve insights. As measurement using third-party cookies becomes less accurate over time, you might see a decrease in overall conversions, conversion rates, and conversion values. This doesn’t mean that your actual conversion volume is decreasing, it only means that you’re losing visibility. The quicker you act, the more insight you can preserve. Conclusion Sitewide, first-party tagging is vital to understanding your performance online. Please take the time to make this change to your tagging a priority; the longer you wait, the more you’ll lose insight. As you make these updates, ensure you're providing users with clear and comprehensive information about data collection, and obtaining consent from users where legally required. If you have any questions, please don't hesitate to reach out to your account team or contact us at any time. Post by Russell Ketchum, Group Product Manager, Google Analytics
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    Take advantage of the new features in AdWords Editor 12.4
    July 24, 2018
    Earlier this month, we released AdWords Editor 12.4. With this release, Editor now supports more bid strategies, responsive display ads, smart display campaigns and more. Learn more and download the new version of Editor.
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  46. 46
    Updates to Smart Bidding
    July 23, 2018
    Smart Bidding helps you maximize your performance by setting the optimal bid for each individual auction. To make Smart Bidding simpler, more intuitive and transparent, we’ve rolled out several new updates.   Use updated Target ROAS to focus on the conversions that matter most To help get more conversion value or revenue at your target return-on-ad-spend (ROAS) use Target ROAS. Target ROAS has an updated algorithm that considers more factors when predicting conversion values. For example, if your customers tend to make high-value purchases on evenings and weekends, Target ROAS can bid more aggressively for those auctions while reducing spend at other times to increase your efficiency. Drive more conversions more efficiently For accounts or campaigns just getting started with Smart Bidding, our bidding models can now help optimize your performance within just a few days—even if you don’t have much historical conversion data. Our updated algorithm automatically balances performance across your entire bid strategy, helping even low volume campaigns and ad groups perform better. For example, if you’re seeing more conversions from users on a remarketing list, Target CPA can allocate more spend to campaigns with many users on that list. Learn more about Smart Bidding. Reach your goals in fewer steps To make selecting the right campaign bid strategy easier than ever, there is now a guided bidding workflow in the new Google Ads experience. Select a bid strategy based on the metric you want to focus on, and how you’d like Google Ads to drive that metric (clicks, conversions or conversion value).  It’s also easy to select and change the bid strategy of multiple campaigns in a single step right in the Campaigns tab with bulk bid strategy editing. Know when to review your performance with new conversion delay metrics For a more accurate view of your bid strategy performance, only look at time periods that have complete conversion data. Use the new conversion delay metrics in the bid strategy report to see conversion lag, the time between when your customers click and when they eventually convert. Once that lag has elapsed, you know your data is ready for review. Learn more about conversion lag.
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  47. 47
    Create dedicated user test and control groups with cookie-based experiments
    July 19, 2018
    By default, campaign experiments assigns a user to a test or control group every time they enter a search (this is known as "search-based splits").  This means that if someone performs three searches, two of those searches could be subject to test treatments and the third could be subject to the control treatment.  With our new cookie-based splits, you now have the option to assign searchers to dedicated test and control groups. This means that if someone is mapped to a test group and performs three searches, all three will be subject to test treatments.    What type of split option you decide to use is at your discretion. It is important to understand the options and align with how you want your options to be tested.    Cookie-based might be a better option in the following cases: Testing specific audiences You want to set up a landing page test that runs similar to other conversion rate optimization testing tools   Search-based splits might be a better option in the following cases: You want to keep consistency with previous search-based tests Low volume campaigns   Let’s say you want to test the impact of Accelerated Mobile Pages (AMP), pages which often load in under a second. If you set this experiment up using search-based splits, a given user might experience both AMP and non-AMP experiences as their inclusion in test or control is re-assessed for each search they do. Enabling cookie-based splits allows you to keep user experiences consistent, as the user is permanently assigned to your experiment's test or control group. Learn more about experiments here
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  48. 48
    New landing page parameter options available in Google Ads
    July 18, 2018
    We've introduced two changes to make it easier to specify landing page parameters. Final URL Suffix is now available in Google Ads and the number of available custom parameters has increased from 3 to 8. These changes give you more options to specify landing page parameters. This is especially helpful for accounts using third party tracking solutions. With these additions, Google Ads now supports all the features needed to migrate your accounts to parallel tracking. The deadline for the migration is October 30. If you have not done so already, we recommend you migrate your accounts to parallel tracking now so you can take advantage of it’s benefits. Alert: Please be sure you are using AdWords Editor 12.4 or higher. Using an older version may result in the deletion of some of your previous URL and parallel tracking changes. Check which AdWords Editor version you're using. To further safeguard your parallel tracking changes from being deleted, some edits made in the previous AdWords experience (including those to campaigns, ad groups, keywords, ads and extensions) may be rejected. To complete these edits, switch over to the new AdWords experience. Determine which AdWords experience you’re using.
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    Use the Landing Pages report with Dynamic Search Ads
    July 18, 2018
    The Landing Pages report in Google Ads shows you how your landing pages are performing for traditional Search and Display campaigns. This report now also includes landing pages for Dynamic Search Ad (DSA) campaigns.  Use these insights to evaluate and optimize landing pages. For example, let’s say you have an account selling sports gear and your landing page on soccer balls is performing well. Based on this insight, you could create a targeting group dedicated to this landing page so you can customize ad copy more closely to the landing page and drive more traffic. Learn more about the landing pages tab here
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    Improve your keywords with the New Words insight card
    July 17, 2018
    New search terms might be triggering your ads over time, even without keyword changes on your part. These new search terms could signal new keyword opportunities. Previously, advertisers had to manually uncover these new search terms in the search term report. The New Words insight now does this work for you. It monitors for new search terms and alerts you so you can address them in a timely manner.  Let’s say you’re advertising for a shoe company. Upon reviewing the insight card, you notice a new search term, ‘trainer’, that is triggering your ad. You find that searches with the term ‘trainer’ are driving higher conversion rates. From there you might add new keywords tied to ‘trainer’ search terms.  You might also use the Keyword Planner to find more high value search terms with the word “trainer” in them. You could also use this insight to scan for new search terms that aren’t relevant or are under-performing. In the shoe example below, the insight card helps you flag a term like ‘horseshoe’, which you could specify as a negative keyword.      In addition to New Words insight, be sure to review your full search terms report periodically to get a more complete view of the search terms associated with your ads.  Visit the Help Center to get details on this insight card and others in the Overview tab of your account. 
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    Quickly act on changes in your campaigns with the ad group shift insight
    July 16, 2018
    Campaign performance can be impacted by sudden shifts in spend between ad groups. To date, identifying which Ad Groups had significant changes in traffic has been a highly manual process. You had to click into campaigns, select cost as a metric and scope different date ranges to identify impacted ad groups. The new ad group shifts insight alerts you when shifts occur between ad groups automatically. From there, you can evaluate how these shifts have impacted performance and make the necessary adjustments.  For example, let’s say Ad group #1 has historically driven lower margin sales than Ad group #2 or Ad group #3 and Ad group #1 has an increasing share of the campaign budget recently. In this situation, it might make sense to break Ad group #1 out into its own campaign so you can budget separately for your higher margin ad groups.  Otherwise you might see your overall margins fall. Visit the Help Center to get details on other Insight Cards located in the Overview section of your Google Ads account. 
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    Save time on reporting. Use the new Google Ads add-on in Google Sheets
    July 13, 2018
    Use the Google Ads add-on in Google Sheets to save time with report creation. Let’s say you’re an advertiser who needs to download your Google Ads data as a CSV so you can  join it with your proprietary data to build a report. This requires the frequently downloading and updating of data, a time-consuming, monotonous and error-prone operation.  The Google Ads add-on makes the process quick and easy. With the add-on, you only need to create your report one time. You can then easily refresh your data directly in Sheets with a few clicks, which will update linked reports automatically.   This prevents the tedious, daily and weekly ritual of downloading, copying and pasting data into your spreadsheets. And since you can do this in Google Sheets your work is immediately available for collaboration and viewing (with those you choose to share it with). For example, you might run daily reports to monitor how you’re pacing against your budget goals.  Here’s a view of data that can be pulled via the Google Ads add-on in Google Sheets.      You then use vlookups in a separate tab to join this data with your proprietary spending goals data.   Sumifs (or query functions) and conditional formatting can then be used to represent data more visually in management and client-facing reports, like the one below.      Using the Google Ads add-on feature with sumifs statements or query functions can also make reporting more automated. Some examples include:  Date range comparison charts. You can implement the add-on across multiple tabs within the same sheet. Let’s say you want to analyze data between two periods, each with a distinct date range.  You can implement the add-on on two separate tabs, each representing a time period. You can then pull the analyses from these two date ranges into a  3rd tab for reporting purposes.  Roll-up reports. Use importranges to pull data from each report. You can create summary reports that roll-up results from many smaller reports.  Finally, use the add-on to incorporate advanced functions from Sheets into your reports.  For example, you can use the Open Solver add-on to calculate budget using impression share and performance data.
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    Speed matters when providing assistive experiences
    July 11, 2018
    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. See if your mobile pages are slowing you down 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.   See your mobile speed score on the Landing Pages page in Google Ads   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. Improve your mobile experience with AMP 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! Build your case for a faster mobile site 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. You can learn more about these tools and best practices for speeding up your mobile site on Think with Google. Posted by Jon Diorio, Group Product Manager, Google Ads 1. Google/SOASTA, “The State of Online Retail Performance,” April 2017 2. Google Research,, 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
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    Putting machine learning into the hands of every advertiser
    July 10, 2018
    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). Deliver more relevance with responsive search ads 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. Maximize relevance and performance on YouTube 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. Drive more foot traffic with Local campaigns 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. Get the most from your Shopping campaigns Earlier this year, we rolled out a new Shopping campaign type that optimizes performance based on your goals. This Smart Shopping campaign helps you hit your revenue goals without the need to manually manage and bid to individual products or keywords. 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, 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. Tune in to see more! 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. For the latest news, follow the new Google Ads blog. Posted by Jerry Dischler, Vice President of Product Management   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
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    Use Notes to share details about account performance with anyone in your business
    July 9, 2018
    You can now comment directly in your Google Ads performance graphs, or in a Notes panel in your Google Ads account. This allows you to flag and share timely details about your account with others. This can be useful in a variety of contexts.  If you work with others in managing an account, using notes can relay timely changes (like the fact that you just launched a new ad group). This can improve productivity and collaboration across your team. For example, let’s say performance spiked and you already diagnosed the issue. You can leave a comment for other team members’ reference so they don’t have to duplicate the analysis you’ve already done. Or if you significantly adjusted the budget on a campaign, you can add a note flagging this change and when you made the it. Colleagues can then immediately understand why performance changed over the past couple of days. You could use Notes to flag other critical changes in your account, such as when you’ve started a new promotion, changed bid strategies, or paused keywords. Notes are not only useful for flagging account adjustments. You could highlight external insights such as unique seasonal factors that may affect account performance. For example, if you have ads running in a different country, you could note the different holiday periods that could affect the search volumes occurring there.  Notes is a powerful collaborative tool that allows you to inform others of important changes or events  that can affect your account performance. Learn more here.
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    Faster, safer and better ad experiences for consumers
    May 17, 2018
    Consumers have high expectations for faster, safer and better digital experiences. This means it's more important than ever for brands to deliver on these expectations. At Google, we're building new innovations to help Google Ads advertisers design the best web experiences for your customers. Speed: Improvements to click measurement   Speed matters. In fact, a one-second delay in mobile page load can decrease conversions up to 20%.1 That’s why we announced support for Accelerated Mobile Pages (AMP) as landing pages in Google Ads and developed new tools like the Mobile Speed Scorecard and the Impact Calculator. With just a few inputs, this tool estimates the revenue impact that can result from improving the speed of your mobile website.   Another way we’re improving mobile site speed is parallel tracking (blog | help center) -- which was introduced earlier this year for advertisers using click measurement systems. How does this improve speed? After an ad click, web browsers will process click measurement requests in the background, helping people reach your site up to several seconds faster.2 This creates better user experiences, leading to more conversions and less budget spent on bounced clicks.   Starting October 30, 2018, parallel tracking will be required for all Google Ads accounts.To get a jump start, you can now opt in your Search Network and Shopping campaigns. And even if you don't intend to turn it on today, you should start talking with your click measurement providers to ensure that they are ready for this change. Doing so, ensures there’s no disruption to your click measurement system. If you've confirmed that your click measurement system is already compatible, you can opt in from your account-level "Settings" page in the "Tracking" section. Learn more Security: Focus on HTTPS   You want your customers to have a safe and secure experience, every time they engage with your website. But too many brands still use unencrypted HTTP to send users to their landing pages. That's why Google strongly advocates that sites adopt HTTPS encryption, the industry standard for ensuring the security and integrity of data traveling between the browser and the website.   Over the last year, Chrome has marked an increasingly large set of HTTP pages as "not secure." Beginning in July 2018 with the release of Chrome 68, Chrome will mark all HTTP pages as “not secure.”     To make sure your users continue to have the best possible landing page experience, we've taken a few extra steps:   Enabled HTTP Search ad clicks to automatically be redirected to HTTPS when we know that your site prefers HTTPS, which we will begin rolling out the week of June 11. Launched Ad version history to allow advertisers to update your landing page URLs from HTTP to HTTPS without resetting all of your performance statistics. Will start to warn advertisers in Google Ads when you’re using less secure HTTP addresses for landing pages, in the next few weeks.   We hope that these innovations will help people browse more quickly, confidently and securely.   Posted by Jon Diorio, Group Product Manager, Google Ads   1. "State of Online Retail Performance," Akamai, April 2017 2. Google Internal Data, Japan/India/US. Aggregated anonymized data from a sample of users that have clicked on an AdWords ad with URL tracking, August 2017  
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