New features & announcements

  1. 1
    Choose which conversion actions to bid for at the campaign level
    6 June 2019
    Conversion tracking is critical to your success in online marketing. Setting up conversion tracking allows you to see the valuable actions that users take after interacting with your ad, such as purchases, sign-ups and phone calls. We announced campaign-level conversion settings at Google Marketing Live. Today, this feature is available in all accounts for search and display campaigns. Support for video campaigns will be coming later this year. You can now choose which conversion actions to include in the 'Conversions' column at the campaign level. This gives you the ability to override the default account level setting and decide what actions to use to optimise bids for each campaign. You'll still be able to see all the conversion actions reported in the 'All conversions' column.  If you want to optimise a campaign for multiple conversion actions, you can place them in a 'conversion action set' and share it across other campaigns intended to drive the same goals. Previously, your 'Conversions' column selections applied to all campaigns in your account. This meant that if you had multiple campaigns intended to drive different goals, perhaps with independent marketing budgets, you'd need to create multiple accounts in order to optimise them separately. Now, you'll no longer be required to create multiple accounts when you have campaigns with different goals. For example, suppose that you're a hotel group with separate marketing budgets for the different chains of hotels and different campaigns targeting online bookings for separate chains. Now you can simply choose the corresponding conversion action(s) for each chain and ensure that their budgets are delivering the valuable actions they were intended to drive. This saves you time, makes it easier to manage your bids within one account, and gives you more flexibility to use Smart Bidding.   Best Practice: This feature should be used when your campaigns are aiming to capture different conversion types. If you have proper values set up for different conversion types that are valuable to your business across all campaigns in your account, you should simply use target ROAS.   To learn more about how to select conversion actions at the campaign level and create conversion sets, visit the Help Centre for more information. Posted by Tal Akabas, Product Manager, Search Ads
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  2. 2
    From Target Search Page Location and Outranking Share to Target Impression Share
    28 May 2019
    Automated bidding helps marketers scale as consumer journeys become more complex. In fact, more than 70% of all advertisers use Google Ads automated bidding today. To meet your growing needs, we introduced Target Impression Share in November 2018 to help you ensure that your brand is showing up when customers are conducting important searches. Target Impression Share offers more flexible and granular controls to optimise for your desired impression share and search page location. And you can use “Absolute top impression share” or “Top impression share” to aim for the top of the page using Target Impression Share. Starting in late June, advertisers will no longer be able to add new Target Search Page Location or Target Outranking Share bid strategies. Later this year, existing campaigns still using these strategies will automatically be migrated to the Target Impression Share strategy based on previous target locations and historical impression share.  Posted by Sagar Shah, Product Manager, Google Ads
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  3. 3
    New recommendations added to optimization score
    21 May 2019
    Your optimisation score helps you prioritise recommended actions for your campaigns so you can achieve your business goals faster and free up more time in your day. Optimisation score ranges from 0% - 100%, with 100% meaning your account can perform at its full potential. You can achieve an optimisation score of 100% by applying or dismissing the recommendations in your account. You can find your optimisation score on the Recommendations page, shown here. The Recommendations page highlights relevant features that can increase the overall performance of your campaigns. We’re adding new recommendations to optimisation score to include: Target ROAS and Target Impression Share Smart Bidding suggestions to help you reach your goals by bidding more efficiently. Bid adjustment recommendations for Affinity audiences, demographics and In-market audiences. Seasonal budget recommendations that suggest raising budgets for upcoming traffic increases to avoid missing out on potential customers. Companies are using recommendations to discover opportunities to maximise their account’s potential: Rakuten, Japan’s largest e-commerce site, uses optimisation score to improve day-to-day account management and prioritise opportunities with the biggest return. One recommendation prompted Rakuten to switch to a Smart Bidding strategy, which resulted in a 15% profit increase. Marketing agency AnalyticaHouse has a goal of increasing revenue and reach for one of their clients – DeFacto, one of Turkey’s leading fashion and clothing brands. By implementing the Smart Bidding recommendation, they increased revenue by 141% and return on ad spend (ROAS) by 84%. To see your optimisation score, navigate to the Recommendations page in your Google Ads account. Use these best practices to maximise your success on Google Ads with optimisation score. Posted by Ryan Beauchamp, Product Manager, Google Ads
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  4. 4
    GML 2019 recap of announcements
    16 May 2019
    That’s a wrap on Google Marketing Live 2019! Earlier this week, Google unveiled the latest innovations to help you connect with your customers and grow your business. Did you catch the livestream? If not, we’ve got you covered. You can watch sessions on-demand at g.co/marketinglive. And here are the top features that we announced during the keynote: 1. Stay on-the-go and in-the-know with updates to the Google Ads mobile app Creation and editing of responsive search ads New recommendations and notifications 2. Promote your business locations with new features for Local campaigns New inventory in Google Maps to showcase your locations in more places Local campaigns available to more advertisers, including small businesses 3. Get discovered in more places with Discovery ads 4. Convey your brand with visual and interactive Gallery ads 5. Improve your reach with custom audiences and the audience expansion 6. Connect with consumers through the new Google Shopping experience 7. Reach more shoppers with updates to Shopping Ads Expanded syndication of Showcase Shopping Ads Optimisation for store visits available in Smart Shopping Campaigns New buy-online and pickup-in-store capabilities Shopping campaigns with partners for retailers and brand manufacturers 8. Provide customers with a frictionless mobile experience via app deep linking 9. Use Bumper Machine to easily create 6-second bumper ads for YouTube 10. Hit your goals faster with new bidding controls We’ll continue to post updates on these announcements so stay tuned!
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  5. 5
    Google Marketing Live: Building for the new consumer journey
    14 May 2019
    Today, mobile phones allow people to engage more often, in more ways, and from more places than ever. This means the once linear path from discovery to consideration to purchase has not only evolved, but is always evolving. Consider a woman from a recent study, who spent 73 days and interacted with more than 250 touchpoints (searches, video views and page views) before purchasing a single pair of jeans. She visited several blogs, browsed large merchant sites, searched for local retailers and watched product reviews on YouTube. Like many of today's consumers, she wanted to enjoy her time shopping, engaged with brands that inspired her and narrowed down limitless choices before picking the perfect pair. In a world where we have less time and more options, it's crucial for brands to anticipate what consumers need in order to stand out. But just because the customer journey is complex doesn't mean delivering useful experiences has to be. Whether you're a determined entrepreneur or a large company, your marketing goal remains the same: reaching people at the right moments with the right offer. At Google Marketing Live, you'll hear directly from our ads teams about the latest products designed to help you do just that. We'll show you how ads can be there, be useful, and be responsible – unlocking more opportunities for you to connect with your customers and grow your business. Join us live today at 9 a.m. US PT (12 p.m. US ET) via g.co/marketinglive and get a front row seat for our biggest announcements. Get discovered in more places People turn to Google to communicate, find answers and stay entertained. And increasingly, they're swiping and scrolling through feeds as part of that journey – whether it's browsing videos in the YouTube Home Feed, checking timely offers in the Gmail 'Promotions' tab or swiping through Discover to catch up on the latest news. These are opportunities for brands to engage them when it matters. In a recent Google/Ipsos study, we saw that 76% of consumers enjoy making unexpected discoveries when shopping. And 85% of consumers will take a product-related action within 24 hours of discovering a product: reading reviews, comparing prices or purchasing the product – sometimes all at once! Today, we're introducing Discovery ads. Rolling out to all advertisers globally later this year, Discovery ads are a new way to reach people across Google properties in the moments when they're open to discovering your products and services. Rich and relevant creative: Inspire consumers with an open canvas showcasing your brand or products in a swipeable image carousel, rendered natively across each Google property. Results: By combining this incredible reach and creative canvas with Google's understanding of intent, you can be confident that you're anticipating what your customers want and delivering the results you care about. Unmatched reach: Reach hundreds of millions of people across the YouTube Home Feed, the Gmail 'Promotions' and 'Social' tabs and the feed in Discover using a single campaign. 'Discovery has created a great opportunity for us to easily drive growth at scale for our brands beyond what we thought was possible with Google,' says Daniel Pahl, VP of Media and Acquisition at TechStyle. 'It's definitely outperformed my expectations in driving high-value leads and sign-ups. We're now able to inspire a completely new audience to action.' Indeed, high-quality creative can be a great way to showcase your brand and set your products and services apart by highlighting what it's like to use them. That's why later this year we're launching gallery ads, a new search ads format that brings more of your content to the Search results page. By combining search intent with a more interactive visual format, gallery ads make it easier for you to communicate what your brand has to offer. We've found that, on average, ad groups including one or more gallery ad have up to 25% more interactions – paid clicks or swipes – at the absolute top of the mobile Search results page. Today we're bringing Showcase Shopping ads – a highly visual ad format that incorporates rich lifestyle imagery into your Shopping ads – to even more surfaces like Google Images, the feed on Discover, and soon YouTube – places where we know people are looking for inspiration and ideas. The new Google Shopping This year we're unveiling a redesigned Google Shopping experience with new, immersive ways for shoppers to discover and compare millions of products from thousands of shops. When they're ready to buy, they can choose to purchase online, in a nearby shop, and now directly on Google. For retailers and brands, it brings together ads, local services and transactions in one place to help them connect with consumers across their shopping journey. Shoppers will have a personalised homepage on the 'Shopping' tab where they can filter based on features that they care about and brands they love, read reviews and even watch videos about the products. For example, if they're looking for headphones, they can filter for wireless and the brand that they're looking for. The blue shopping basket on the item shows shoppers that they can purchase what they want with a simple returns process and customer support, backed by a Google guarantee. People can buy confidently, knowing Google is there to help if they don't get what they were expecting, their order is late, or they have issues getting a refund. With this new experience, we're merging the best of Google Express with Google Shopping. If you're a Shopping Actions merchant, your products will automatically be part of this new easy purchase experience on Google Shopping, Google.com.au and the Google Assistant. Later this year, we'll expand Shopping Actions to other Google surfaces, including YouTube and Google Images. Frictionless mobile experiences For many of you, your businesses span mobile web and apps; directing your customer to the right experience is critical to acquiring new customers and building loyalty with existing ones. That's why, over the next few weeks, we'll enable app deep linking from Google Ads and offer more robust reporting across web and apps. Your app users will be taken directly from your search, display and Shopping ads to the relevant page in your mobile app if they have your app already installed. This means that your customers will be able to complete their desired action – buy something, book a trip or order a food delivery – in a way that's optimised for the destination that drives the highest value for your brand. This delivers a better experience for your loyal customers while improving insight and measurement for you. Early tests have been promising – on average, deep-linked ad experiences doubled the conversion rates. Magalu, one of Brazil's largest retail companies, is seeing the benefits of this first hand. Magalu recognised that its app was growing in popularity. By enabling deep linking, loyal customers who tapped on a Magalu ad were taken directly to the mobile app that they'd already installed, resulting in more than 40% growth in overall mobile purchases. Tune in to see more Join us today at 9 a.m. US PT (12 p.m. US ET) for even more announcements, consumer insights and in-depth looks at how to use our latest products. Whether you're joining us in San Francisco or watching at home on the live stream, we're grateful and honoured to be on this journey with you. See you at Google Marketing Live! Posted by Prabhakar Raghavan, Senior Vice President of Ads
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  6. 6
    New Performance Planner coming to Google Ads
    13 May 2019
    On average, we have seen that advertisers can drive 43% more conversions by using Performance Planner to better plan their Google Ads spend. The Performance Planner identifies the best spend amounts for your campaigns to drive incremental conversions. For example, let’s say you have a $92,000 monthly budget across 100 Search campaigns. The planner will recommend how to distribute that $92,000 across those Search campaigns to maximise conversions and project results from these changes in your forecast.  (Avg. CPA in image is shown for illustrative purposes only) You can also use the planner to try other adjustments (e.g. different spend levels, CPAs) by clicking on the different spend points to see resulting changes in conversions. For example, you can see the difference in conversion volume you could receive at a $12 CPA against a $20 CPA.  Within your plan, you can dive deeper into campaigns. You can view a campaign-level forecast, and allocate spend accordingly to that campaign. You can even add keywords to see how new terms would affect potential performance.  (Avg. CPA in image is shown for illustrative purposes only) Changes are not automatically implemented. You can implement the changes by downloading a file and using the Google Ads Editor. Posted by Ahmad Ismail, Product Manager, Google Ads
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  7. 7
    Mobilising for summer: Google Marketing Live 2019
    9 May 2019
    We are just five days away from Google Marketing Live, my favourite event of the year. It’s when we unveil our newest products and get your insights on what to build for the future. If you haven’t yet, register for this year’s live stream so you can be one of the first to check out the newest innovations and hear how we’re working to better serve you and your customers.  We know today’s consumers are more curious than ever. And as a result of mobile, they are able to get what they want, when they want it. Indeed, being on the go no longer means being out of reach. For businesses, this creates even more opportunities to connect with current and potential customers – on and offline. Ahead of next week’s show, here’s a sneak peek at our latest innovations, designed to help you delight your customers and deliver results from anywhere at any time.  Stay on-the-go and in-the-know with the Google Ads mobile app Your customers aren’t the only people always on the go. You are too! So we’re making a lot of updates to the Google Ads mobile app (Android, iOS) to help you stay on top of your accounts no matter where your business takes you.  Starting this week, you can create and edit Responsive Search Ads directly from the app. So if you’re on your morning train and need to launch a last-minute holiday promotion, you can write the creative, fine-tune the headline and set bids and budgets – directly from your mobile phone! To make the mobile app even more useful for the on-the-go marketer, new recommendations and notifications will soon be rolling out. These new recommendations will let you add new or negative keywords, pause poorly performing keywords and opt into all Smart Bidding strategies. You’ll also get notifications on your mobile app so you know when there are new opportunities to improve your performance, for all the accounts you manage. More accessible and effective Local campaigns Consumers increasingly turn to their mobile phones to do research and plan before they head into a store. This means that you have a huge opportunity to assist and influence customers’ purchase decisions before they even walk through your doors. Local campaigns are the first campaign type in Google Ads specifically designed to help marketers drive foot traffic to stores, restaurants, car dealerships and more. Early adopters are already seeing great results. In recent global studies with 10 advertisers across several verticals, we found that Local campaigns helped brands drive a median 5x incremental return-on-ad-spend from their business locations.  Dunkin’ is one example of a brand that used Local campaigns to promote its new “store of the future” experience and to highlight new beverage items like espresso. As a result, Dunkin' increased its monthly visits from Google Ads by over 400% and is planning to run Local campaigns as an always-on strategy throughout 2019.    “Dunkin’ may be a nearly 70-year-old brand, but we’re constantly looking for cutting-edge ways to deliver on consumer expectations and needs. We have over 11,000 locations worldwide and over 8,500 locations in the U.S. alone. Local marketing is at the heart of our business. Local campaigns in Google Ads has given us a new and scalable way to reach customers who are increasingly looking for information online before visiting.”  -Tony Weisman, CMO, Dunkin' Soon, Local campaigns will expand to help even more advertisers – including small businesses – drive other types of local actions, like calls or directions to your business, even if you don’t have store visits measurement enabled. We’re also enhancing ads in Local campaigns to help you showcase product-specific information and offers. New inventory in Google Maps will allow you to highlight your business in more places. This includes promoting your locations when users are planning or navigating along their route, and in Maps search suggestions based on signals like the area of the map a person is viewing or what they've searched for in the past.  Promote your business to users planning their route Promote your business in Google Maps search suggestions Join us live next week Get ready for the ads, analytics and platforms innovations live stream. Register to watch to learn more about Google’s latest announcements. Posted by Jerry Dischler, Vice President, Product Management
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  8. 8
    Smart strategies for growing your app business with ads
    8 May 2019
    Every year, Google I/O showcases the delight that technology can bring to our lives. Mobile apps have extended that delight to billions of people around the world, paving the way for app developers to unlock new business opportunities.   Today, we’re sharing a few ways to help scale your business using Google’s growth and monetisation solutions. Find the right app users Smart user acquisition starts with reaching the people who will be most engaged with your app and help you generate the most revenue. With Google App campaigns, you can choose a bidding option that best supports your growth goals. Target CPA bidding, for example, makes it easy for you to find new users who install your app and take an in-app action.  To grow profitably, it’s also important to consider how much revenue you generate relative to the cost of driving those installs and actions. That’s why, you’ll soon be able to bid on a target return on ad spend (tROAS) so you can automatically pay more for users likely to spend more, and pay less for users likely to spend less. If you’re looking for users who will spend twice as much as they cost to acquire, you can set that multiplier for your tROAS bid, and it will find you the right users accordingly. tROAS will be available next month for Google App campaigns on iOS and Android globally. Learn more  Bidding is a great lever to reach the customers that you want. The next step is to win and keep these customers’ attention. That’s why we’re giving you new ways to develop and manage your creatives, making it easier for you to show your customers more relevant ads in more places.  YouTube – you automatically qualify to promote your app in two new YouTube placements when you have at least one landscape image and one video. The first placement is on the YouTube homepage feed, and the second is on in-stream video. Ad groups – starting later this month, you can set up multiple ad groups in the same campaign and tailor the assets in each ad group around a different “theme” or message for different customers. Learn more Agency partnerships – we’re teaming up with 8 trusted agencies including Vidmob, Consumer Acquisition, Bamboo, Apptamin, Webpals Mobile, Creadits, Kaizen Ad and Kuaizi to help you manage creatives end-to-end, from design to reporting.  Monetise more easily The second piece to building a profitable apps business is creating a sustainable revenue stream. In other words, you need to keep users engaged with your app, while still monetising it effectively, which can be tough to balance. That’s why AdMob is investing in automated solutions to help you earn more from your app while delivering a great user experience.  Last year we announced a new monetisation model called Open Bidding that helps you maximise the value of every impression automatically. Since then, dozens of developers have joined the beta and are seeing meaningful revenue lift, including Korea-based game developer Sticky Hands.  “We’re really excited about Open Bidding. In one month, revenue and ARPDAU have grown by 14% and 15% respectively, and we expect them to keep climbing as more demand sources come online. What’s even better is that we’re spending almost no time managing it.“ - Minu Kim, CEO of Sticky Hands In addition to the revenue lift, Open Bidding offers simplicity and time savings compared to traditional mediation – fewer SDKs means less time spent on integrations and more stability for your app. Stay tuned, as we’ll be expanding the program to all publishers later this year.  In the meantime, here are a few more ways AdMob can help you grow your overall app revenue and protect user experience more easily: Image search is a robust new search tool that helps identify and remove bad ads across every size, campaign and rotation, using just a screenshot of the ad. Learn more Maximum ad content rating can prevent inappropriate ads from being shown to young users. Learn more User metrics, such as daily active users and average session time, will be available soon in a new dashboard card, so you can quickly see how changes to your monetisation strategy (e.g. adding a rewarded ad) impact key indicators of user engagement. These insights can help you optimise the lifetime value of your users across all your revenue sources – ads, in-app purchases and commerce. Learn more To learn more about how these solutions will help you save time while growing your business, join our ads keynote at 10:30 a.m. PDT, Wednesday, 8 May at Stage 1 of Google I/O or watch the livestream.  Also, stay tuned for more app advertising news at Google Marketing Live, kicking off next week at 9 a.m. PDT, Tuesday, 14 May. Sign up for the livestream here.   
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  9. 9
    Export Google Ads data to Google Sheets
    2 May 2019
    Do you frequently need to download and share your Google Ads data? You can now export your Google Ads data directly to Sheets and share the Sheet.  Posted by Abhishek Kumar, Product Manager, Google Ads
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  10. 10
    Keyword Planner changes finalized
    1 May 2019
    In 2018, the new Keyword Planner was launched in the Google Ads interface. Based on feedback, we simplified the navigation and improved forecasting. For example, this new version allows you to: Download trend data for individual keywords Use up to 10 seed terms at a time Get more granular competition ranking across keyword ideas Get daily budget suggestions in the plan overview Find the in-account status for uploaded keywords View forecasts for all languages The layout of the new Keyword Planner makes it easier to navigate. As always, you can select which keyword ideas you want to add to your plan, select the match type and then add them to your plan.  The plan overview gives an easily digestible report that you can use and share before implementing the new keywords into your account. Your plan overview changes based on: match types, locations, language and search networks that you selected for your plan.  Take advantage of the new features and familiarise yourself with the new Keyword Planner if you haven’t done so already. The old Keyword Planner will be fully deprecated this week. Posted by Jane Kim, Product Manager, Google Ads  
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  11. 11
    Parallel tracking for Display campaigns available 1 May 2019, Video campaigns postponed
    25 April 2019
    Earlier this year, we announced that parallel tracking would be expanded to Display and Video campaigns on 1 May 2019. Parallel tracking for Display campaigns will be available starting on this date, and will become mandatory on 31 July 2019. We’re postponing parallel tracking for Video campaigns until later this year to give you more time to prepare. We’ll provide an update once we’ve finalised a new date. If you work with a click measurement provider, connect with them to ensure that they’re ready for this change. This will help ensure that there’s no disruption to your click measurement system. To learn more about parallel tracking, click here
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  12. 12
    Adding cross-device activity to all Attribution reports
    29 March 2019
    Attribution reports show you the paths customers take to complete a conversion and attribute credit to different ad clicks along the way. Cross-device conversions account for the moments when a customer interacted with an ad on one device and then completed a conversion on another device. Previously, only the Devices, Assisting Devices and Device Paths Attribution reports included cross-device activity. But we've received feedback from many of you that this has resulted in inconsistent conversion counts across different reports, making it difficult to understand different aspects of your conversions data. Starting on 1 May, all Attribution reports will include cross-device activity and conversions, giving you valuable insight into how people interact with your ads on multiple devices and providing you with consistency across reports. Data in these reports go back to 1 May 2019. For dates prior to this, the reporting experience and conversion counts will remain unchanged. See the full list of metrics updated to include cross-device activity Posted by Mauricio Barrera, Product Manager, Google Ads
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  13. 13
    Manage across accounts with the new Google Ads Editor
    28 March 2019
    Today we're announcing Google Ads Editor v1.0. It's a new and improved version of the Editor that you've come to know and love over the past 13 years. We waited to formally announce the new Google Ads brand on an Editor release that incorporates a significant update addressing long-standing requests from the community. Full cross-account management: In the past, campaign managers could only make changes in the Editor UI for a single account at any given time. This meant you spent more time on the same tasks. For the first time, Editor now supports full, cross-account management. This means that you'll be able to use Editor seamlessly across your Google Ads accounts, all from a single window. For example, you'll be able to easily add the same set of keywords across different accounts, update campaign settings across your entire book of business, or download relevant stats across any grouping of your accounts. Improved design and usability: We've also improved the interface to help you navigate features and execute tasks more quickly. For example, we saw from UX research that users had difficulty remembering where each setting was. So we created a right-hand edit panel to improve your ability to scan. We also added search functionality to help you quickly find what you need. Google Ads Editor v1.0 also helps you manage accounts at scale: Workflow Additional custom rules: Flag best practices and ensure proper campaign implementations. Full support for non-skippable video ads: Manage more video campaigns within Editor. Additional call-to-action and headline fields for all video campaigns: Give more information on all video ads, not just TrueView. Positive and negative audience lists for Smart display campaigns: Easily reach new potential customers. Options to manage app campaigns: Includes campaign, ad group and ad-level assets. Bids & Budget Recommended daily budgets: Avoid losing out on impressions due to budget constraints. Additional Smart Bidding support: Use Smart Bidding strategies such as Maximise conversions for display, video, TrueView for Action and app campaigns. Calls & Messaging Account-level call reporting: Manage call reporting and conversions at the account level with one setting. Additional headlines for call-only ads: Provide additional information to potential customers. Full support for message extensions: Allow more ways for customers to reach your business. 'The new Google Ads Editor is a step forward. The new design makes it easier to manage and make edits across accounts and campaigns.' –– Jamie Kahn, Associate Director – Search Engine Marketing, Horizon Media 'It's clean, easy to navigate and more efficient with the added search bars, new account-level section and relocation of the Shared Library. Looking forward to using this new version!' –– James Shaouni, Senior Specialist – Paid Search, Reprise Digital Learn more about Google Ads Editor v1.0 here Posted by Blake Reese, Group Product Manager
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  14. 14
    Introducing "recommended columns" in Google Ads
    15 March 2019
    There are a lot of columns to choose from in Google Ads. It makes it hard to get away from the status quo of just adding the columns that you’ve always added to your reports.  Our new recommended columns feature suggests new reporting columns that you should be using based on your campaign and account settings. For example, if you start using bid automation, we will start recommending the ‘Bid Strategy Type’ column to your Campaign table. With this launch, Bid Strategy Type will also stop being a required column in your Campaign reports, which will free up some horizontal space for you to see more of the statistics columns. You can identify a recommended column by the blue underline in the column name. You can do three things with recommended columns. Do nothing, and we'll recommend the column whenever it's relevant Add them as permanent columns Tell us not to recommend it anymore These recommendations are turned on by default for all advertisers. You can turn off recommendations for individual columns or all columns. These settings are specific to the user in the account. We suggest you keep the setting on, so that we can recommend columns that will be important to your account. You can also discover new columns that had not previously surfaced through recommendations. Posted by Abhishek Kumar, Product Manager, Google Ads  
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    Our commitment to help you with policy compliance
    March 14, 2019
    Protecting our users and advertisers from bad actors is very important to us, and that’s why we have strict policies that govern the kinds of ads we allow on our platform. We also work hard to help good advertisers avoid making honest mistakes that lead to policy violations. That’s why we’re rolling out new features to help you achieve your full campaign potential by allowing you to easily navigate the policy restrictions that may affect your ads. Introducing the Policy manager In April, we’re introducing a new Policy manager, to provide a centralised and customized experience in Google Ads where you can monitor policy restrictions of ads, keywords and extensions across your entire account. Over time, we’ll continue to add new features here, including recommendations for fixing your ads, a history of your appeals, an overview of your account’s certifications and more. To access Policy manager in Google Ads, click “Setup” in the Tools Table, then select the “Policy manager” tab Get additional insight behind policy decisions Beginning last year, advertisers were able to see additional information about what caused their ad to be disapproved by simply hovering over the ad. We will continue to expand this capability in 2019. Find detailed information on ads disapprovals by hovering over your ads Enable policy appeals in just a few clicks If you disagree with an action that we’ve taken on your ads, soon you will be able to appeal the decision for another review with just a few clicks, directly within Google Ads. This feature will start rolling out to accounts this spring and will be available for text ads for most policy violations. Hover over a disapproved or limited ad and look for the “resubmit” link to see if you’re eligible. You’ll also be able to track the status of your appeal in the Policy manager. We’re making it easier to resubmit ads in Google Ads Detect violations in real-time In some cases, we’re able to detect policy violations during ad creation. In those cases, we’ll provide real-time feedback to help you understand potential policy violations before they actually occur. You can then make changes to your ad right away to bring them into compliance. Make sure that you check our real-time feedback during ad creation We’re excited to introduce new tools to further help you navigate policy requirements and create high-quality, compliant ads. Posted by Hristo Stefanov, Product Manager, Search Ads
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    Grow your games business with ads
    13 March 2019
    There’s so much that goes into building a great mobile game; building a thriving business on top of it – that’s next level. That’s why today Google is announcing new solutions to increase the lifetime value of your players. Now it’s easier than ever to create demand for your game, grow at scale and re-engage your audience. Create demand One important part of ensuring a successful launch moment is to build brand awareness and connect with a fan base right out of the gate. Now with pre-registration ads, you can promote the opportunity for players to register for your new titles before they’re officially released on Google Play. Players will receive a push notification in Google Play once the game is released. Pre-registration ads can be especially valuable for established game developers to help you connect with a fan base that already loves your game and strongly intends to download and become valuable players in your game. Grow at scale At launch, your goal is to get as many installs as possible within your budget. Today we’re announcing Maximise conversions bidding for app campaigns – just give us your budget and ad assets and we’ll maximise your player base. Because the focus is on maximising installs instead of meeting your target price, you can typically get a lower conversion price. All you have to do is set your goals and lean on app campaigns' machine learning feature to handle the hard work of placing the right ad at the right time. Maximise conversions bidding for app campaigns is now available as a beta to select advertisers; if you're interested, please talk to your Google Account manager to sign up. Re-engage your gamer Let's face it – 80% of all app users churn within 90 days1. One of the biggest opportunities you have to grow your business is to get those inactive players to come back and play again. Today we’re introducing app campaigns for engagement in Google Ads to help players rediscover your game by engaging them with relevant ads across Google Search, YouTube, and over 3 million sites and apps. This campaign works with Google Analytics for Firebase, as well as with our app attribution partners. With app campaigns for engagement, you can reconnect with players in many different ways, such as encouraging lapsed players to complete the tutorial, introducing new features that have been added since a player’s last session, or getting someone to open the game for the first time on Android, which only Google can help with. Learn more here or talk to your Google account representative if you’re interested in trying it out. Posted by Jason Morse, Director of Product, App ads for engagement
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    Google Marketing Live broadcast on 14 May: Register today
    12 March 2019
    Did you know that searches for 'best' have increased by 80% in the last two years? For example, in recent third-party research, we saw that some people spend over 50 days searching for the 'best chocolate' before making a decision. Google Marketing Live is happening on 14 May – Register now to discover how to take action on new consumer insights like these and learn about the latest digital marketing products from Google. For the first time, we'll also be live-streaming 8+ hours of additional content from the event. Engage directly with product managers through live Q&A, learn new best practices and get an inside look at how our latest products are developed. Posted by the Google Marketing Live team
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  18. 18
    Evaluate your Mobile Site Speed with the revamped Test My Site tool
    28 February 2019
    Your mobile site is often the first place consumers meet your brand. Having a slow site can leave a bad first impression and even cost you customers. In retail, a one second delay in mobile load times can impact conversions by up to 20%.1 How do you know if your mobile site is fast enough? The revamped Test My Site makes it easy to understand your mobile site performance and get custom fixes to improve your page speed – all in one place. Use this tool to: Check your mobile site speed: Measure the speed of your entire mobile site in addition to individual mobile pages Track your progress: See how your mobile site speed is trending month over month Stay ahead of the curve: See how your mobile site speed stacks up against competitors Estimate speed’s impact on your business: See the potential impact mobile site speed can have on revenue Test your site today here. Posted by Prashant Nair, Product Manager, Google Ads   1. Source: SOASTA, US, “New Findings: The State of Online Retail Performance”, 2017.
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  19. 19
    Prepare for average position to sunset
    26 February 2019
    We understand it’s valuable to know how prominently your ads show on the search results page. So, in November, we rolled out 'Search absolute top impression rate "Impr. (Abs.Top) %"' and 'Search top impression rate "Impr. (Top) %"', which describe what percentage of your ads appear at the top of the page and absolute top of the page. These new metrics give you a much clearer view of your prominence on the page than average position does.  To complement these metrics, we also rolled out 'Search absolute top impression share "Search abs. top IS"' and 'Search top impression share "Search top IS"'. If you want to optimise for position, these are the best metrics to use. And you can use the Target Impression Share Smart Bidding strategy if your goal is to get your ads to a prominent location in the search results. 'Top and absolute top-impression share metrics have given my clients a clearer idea of where their ads show on the search results page. By focusing on these new metrics, we’re able to bid more effectively to achieve the very first ad position when desired.' – Kelsey Hadaller, Senior Account Manager, Hanapin Marketing With the availability of these new metrics to understand the prominence of ads, we plan to sunset average position in September of this year. If you currently use average position, we recommend that you start using these new metrics when measuring and optimising for ad prominence. Posted by Pallavi Naresh, Product Manager, Google Ads
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  20. 20
    Say more in your call-only ads with added lines of text
    25 February 2019
    People often prefer to talk to a business before buying a product or service. Call-only ads allow people to call you from mobile search results to quickly get the answers they need. In the coming weeks, we’re rolling out additional lines of text in call-only ads to help you provide more useful information to potential customers. You will have the option to add two 30-character headlines. Description lines are also increasing from 80 characters to 90 characters. To make sure that your customers are fully aware of who they’re calling, take advantage of these added lines of ad text to describe your business in more detail. More lines of text in call-only ads We noticed that it was tough to fit both your business name and a compelling call-to-action in the headline, so we moved the business name to the beginning of the ad description. This leaves more space in the headline for your call-to-action or business details. For example, if you’re a dance studio, specify 'House of Tango' in the business name field and use the description lines to promote your full range of lessons offered. Being clear and transparent about who you are and what your business offers is a key principle of our call-only advertising policies to protect users from fraud or misleading, inappropriate or harmful content. We hope that these updates to call-only ads and our updated best practices guide will help you drive more high-quality calls and deliver a better experience for your customers. Posted by Mike Russo, Product Manager
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  21. 21
    Two new chart types in the Report Editor
    21 February 2019
    We’ve launched two new chart types in the Report Editor: the stacked bar chart and the bubble chart. There are now six total chart types available for your reports: Line chart Bar chart Stacked bar chart Pie chart Scatter chart Bubble chart These two new chart types can provide additional ways to interpret your data and glean insights. For example, you can use a stacked bar chart to see how clicks in an ad group breakdown by device and you can evaluate that mix over time. You can use a bubble chart to view clicks, conversions and cost by campaign in one chart, as the size of the bubble can represent a third metric. Try these two new charts in your reporting. Example of stacked bar chart in the Report Editor Posted by Abhishek Kumar, Product Manager, Google Ads
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  22. 22
    Universal App campaigns are now simply App campaigns
    20 February 2019
    Universal App campaigns help connect your app with consumers. Today, we are simplifying the name of “Universal App campaigns” to “App campaigns”. This move will not affect campaign features or functionality, and there’s no action required for existing campaigns. App campaigns will join Search, Display, Video, Shopping and Smart as the top-level campaign names available in Google Ads. Full list of Google Ads campaign types after App campaigns name change You’ll start to see these changes roll out over the next month. We hope this more direct name will help advertisers and developers get started with Google Ads and select the right campaign type for their business goals. Posted by David Mitby, Director of Product, Mobile App Advertising
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  23. 23
    Easily find predefined reports for the dataset you’re viewing
    20 February 2019
    Predefined reports are ready-made reports that show useful data, such as time of day and location statistics. We’ve received feedback that many of you drill deeper into your campaigns or ad groups before moving into predefined reports. The transition from campaign or ad group level reports to predefined reports showing the same scope of data is now easier. Previously, the only way to get to predefined reports was through the ‘Reporting’ icon on the very top navigation bar in Google Ads. This always starts you at account-level data and you can filter down deeper from there. Today, if you notice something while looking at campaign or ad group data that needs investigating, you can use the newly located ‘Reporting’ icon that lives above the statistics table you’re looking at. When using this icon, the loaded predefined report will carry over the same scope of data you’re viewing to make for a quicker transition. For example, if you had scoped down to a particular ad group or only search campaigns, and then opened a ‘Day’ report using this icon, the report will be filtered to only that ad group or search campaigns, respectively. However, the icon at the top right opens the predefined report for your entire account. Posted by Abhishek Kumar, Product Manager, Google Ads
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  24. 24
    Updates to mobile page speed score on the Landing Pages tab
    19 February 2019
    Slow mobile pages can slow down your business. 53% of visits to a mobile site are abandoned if it takes more than three seconds to load.1 In July we introduced the mobile speed score to let you quickly see which landing pages are providing a fast mobile experience, and which ones may require your attention. We’ve recently updated the mobile speed score algorithm to require fewer ad clicks in order to calculate a score. This means you’ll now see a speed score for more of your pages. Evaluated on a 10-point scale, 1 being very slow and 10 being extremely fast, the mobile speed score is based on a number of factors, including page speed and potential conversion rate. To improve your mobile speed score, consider adopting mobile technologies like Accelerated Mobile Pages (AMP). AMP pages typically load 85 per cent faster than standard mobile pages.2 As a result, 90% of AMP pages see a high mobile speed score of 10. Learn more about evaluating your mobile landing pages here. Posted by Prashant Nair, Product Manager, Google Ads   1. Google Data, Aggregated, anonymised Google Analytics data from a sample of mWeb sites opted into sharing benchmark data, n=3.7K, Global, March 2016 2. Google Data, Global, April 2017
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  25. 25
    Click share coming to search campaigns
    11 February 2019
    Click share is the estimated share of all achievable clicks that you have received. Click share has been available for Shopping campaigns since 2015. We’ve begun rolling it out for search campaigns and plan to have it available for all search campaigns in the coming weeks. The lower your click share, the more opportunity you have to capture additional clicks. For example, if your ad is clicked 20 times but we estimate that it could have been clicked 100 times if you had more extensions, higher bids or higher budgets, your click share is 20%. Best Practice: Continue using click-through rate (CTR) for ad copy performance comparisons. Use click share to view click growth opportunities with more extensions or bid or budget increases. Use impression share to view impression growth opportunities with bid or budget increases.  Click share will be available at the campaign, ad group and keyword levels for search campaigns in the coming weeks.  Posted by Pallavi Naresh, Product Manager, Google Ads
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  26. 26
    Parallel tracking for display and video campaigns available 1 May 2019
    11 February 2019
    Speed matters when it comes to landing pages. 53% of visits are abandoned if a mobile site takes more than three seconds to load.1 With parallel tracking, users will head immediately to your landing page after clicking your ad while their browser processes click measurement requests in the background. Last year, we announced that parallel tracking would be expanded to display and video campaigns in March 2019. Parallel tracking for display and video campaigns will now be available starting 1 May 2019. Therefore, advertisers now have more time to prepare before parallel tracking becomes mandatory for all display and video campaigns starting 31 July 2019.  If you need to make ad URL changes, your ads will need to be reviewed. So reach out to your click measurement provider as soon as possible. If you have display and video campaigns across multiple accounts, we recommend spacing your changes over multiple days. To learn more about parallel tracking, click here Posted by Prashant Nair, Product Manager, Google Ads   1. Google Data, Global, n=3,700 aggregated, anonymised Google Analytics data from a sample of mWeb sites opted into sharing benchmark data, March 2016
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  27. 27
    More ways to drive results with TrueView for Action
    5 February 2019
    Starting February 2019, Maximise conversions bidding will become globally available to advertisers using TrueView for Action. This smart bidding strategy uses Google’s machine learning to help you get as much conversion volume as possible within your campaign’s budget without requiring a lot of work to set it up. Simply put, Maximise conversions is an easy and effective way to generate more of the website actions that are important to your business, like booking a trip, scheduling a test drive or requesting more information. For advertisers who are new to TrueView for Action, or are looking to run burst campaigns, Maximise conversions can be an effective strategy. It’s also a great option for campaigns that don't meet the recommended threshold of 50 conversions per week for target cost-per-action (CPA) bidding. If you have a return on investment (ROI) goal for your video campaign, you may prefer to use target CPA. Like Maximise conversions, target CPA bidding automatically sets bids for each auction, but the goal will be to drive conversions at the target CPA that you set, rather than spending your full budget to maximise conversions. To get started using Maximise conversions or target CPA bidding with TrueView for Action, learn more here. Posted by Nicky Rettke, Director of Product Management, YouTube ads 
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  28. 28
    Expanded audience and buying features for the YouTube Masthead
    4 February 2019
    Every year, after the Big Game, football fans flock to YouTube to re-watch their favourite ads or catch those they might have missed. For brands, it’s a unique opportunity to reach a massive audience that they can’t find anywhere else. A great way to take advantage is through the YouTube Masthead, a video format that appears at the top of the YouTube Home feed on mobile and desktop. The Home feed has become a destination for our users over the past few years, as watchtime from content discovered there has grown 10X in the last three years.1 New features like Autoplay on Home, which helps people preview and watch videos on-the-go without audio, make it even easier for people to discover and engage with their next favourite brand, video or creator there. Historically, the Masthead has been reserved by one advertiser per country on a cost-per-day (CPD) basis. Today we are experimenting with another way to buy aimed at expanding the opportunity on the most prominent ad spot on the YouTube Home feed. Through the beta, advertisers can purchase the Masthead on a cost-per-thousand (CPM) basis, and customise the audiences that they want to see it. The placement will remain as a reserved buy, with impression guarantees across campaign flights that can range from a single day and up to seven days, ensuring brands can drive the visibility they need on the dates that matter most. In addition to driving mass reach, the Masthead is also memorable and effective: Masthead ads have a significant impact on Ad Recall, with an average lift of 92% and drive an average 46% lift in Purchase Intent.2 Brands like TurboTax have been leveraging the Masthead to extend the reach of their campaigns. TurboTax, from Intuit, returned to the NFL Super Bowl for its sixth consecutive year. TurboTax booked the CPD Masthead to run the Monday before the Big Game, with a video creative that emphasised how people can file simple taxes completely free with TurboTax Free Edition. The company bookended its first placement with another Masthead and video ad today introducing TurboTax Live, a new product that lets taxpayers easily click and connect with certified tax experts live on screen. “The YouTube Masthead is a key lever in our end-to-end Super Bowl strategy this year given the massive scale, timing and relevance. The Masthead is a great way to introduce the new way of doing taxes with TurboTax Live, now with Certified Public Accountants and IRS-licensed Enrolled Agents on demand. It’s very timely and relevant to be front and centre on YouTube, the biggest online video platform, on the day after the Super Bowl, the biggest day in both football and advertising,” said Cathleen Ryan, VP Marketing at TurboTax.  Mobile Masthead from TurboTax The added flexibility that CPM buying enables, combined with the appeal of the YouTube Home feed, means the potential impact of the Masthead has never been greater. Preview the Masthead with your own content and customisations here. Contact your Google sales team for more details on this placement. Posted by Amy Vaduthalakuzhy, Product Manager, YouTube Ads   1. YouTube Internal Data, Global, Jan 2015 vs. Jan 2018. 2. Google/Ipsos Lab Experiment, US, 30 ads tested among 3,000 US residents 18-64 y/o US, March 2018
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  29. 29
    Reach your full account potential with optimisation score
    31 January 2019
    Back in August, we introduced optimisation score to help you understand your account’s optimisation potential. You can use this score, found on the Recommendations page, to improve your account’s performance with suggested actions like pausing keywords, adding additional ads or enabling automated bidding. Apply suggested recommendations to boost conversions and get more for your money. Optimisation score runs from 0% to 100%, with 100% meaning that you’re taking advantage of all the opportunities identified at that moment. Use this score at the campaign-, account- or manager account-levels. In the example below, this account received an optimisation score of 76.7%. By acting on each of the suggested recommendations (by either applying or dismissing them), the account can achieve an optimisation score of 100%. Optimisation score has helped to improve a wide range of accounts: Hanapin Marketing, the digital marketing agency behind the blog PPC Hero, made the Recommendations page a central part of their account management routine. In one account, a specific recommendation led to one campaign switching from Enhanced CPC to the fully automated Maximise Conversions strategy, resulting in a 44% increase in conversions and a 32% reduction in CPA. Wpromote, a digital marketing agency, used optimisation score to find opportunities for their accounts to grow while continuing to hit efficiency targets. In one campaign, they used optimisation score to make a change to their bidding strategy. After adopting target CPA bidding in a remarketing campaign, Wpromote saw conversions increase by 20% and CPA decrease by 16%. To use optimisation score, navigate to the Recommendations page in your account. To maximise your chances for success on Google Ads using optimisation score, view our recently published best practices. Posted by Blake Reese, Group Product Manager, Google Ads
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  30. 30
    New Ways to Measure Sales Lift on YouTube
    30 January 2019
    At YouTube, we’ve always believed that when you put the user first, great things will follow. By providing viewers with a home for engaging video content, we can deliver our advertiser partners new ways to reach their customers that are relevant and helpful. And through this win-win scenario, YouTube delivers outsized impact: looking across Nielsen Matched Panel Analysis (MPA) studies that we’ve run to date, we see that over 70 per cent of YouTube campaigns drove a significant lift in offline sales.1 We recognise the need to hold ourselves accountable with first- and third-party measurement tools. That’s why last July we launched Google Measurement Partners, a program that brings together new and existing partnerships to offer brands a variety of options to measure their advertising media. Google Measurement Partners meet rigorous standards for accuracy and use reliable methodologies to measure KPIs that matter for marketers. And we work closely with them to ensure that the solutions respect user privacy. Building on this momentum, today we are extending sales lift measurement to Nielsen Catalina Solutions. Now consumer packaged goods advertisers in the United States have a new partner to help them measure, in aggregate, how effective their YouTube campaigns are at moving products off the shelves. This is part of our continued investment to ensure advertisers can measure YouTube media in a privacy safe way with a range of trusted third-party measurement solutions. To learn more about Nielsen Catalina Solutions and other Google Measurement Partners, read here. Posted by Shreenath Regunathan, Product Manager, Google Ads Measurement https://measurementpartners.google.com/partners/   1. Commissioned Nielsen Matched Panel Analyses - Base: 55 YouTube Campaigns from 2016-2017 across nine countries; count based on tested strategies with a lift based on a one-sided significance >80 percent
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  31. 31
    Expanding advertiser access to 15-second non-skippable video ads
    22 January 2019
    From six-second bumper ads to 30-second skippable ads – with digital video, advertisers can take advantage of a wide variety of creative lengths and viewer experiences to achieve their communication goals. They can even run much longer creative with a skip ad button. Each of these formats has a distinct role to play in a brand’s media campaign. 15-second nonskippable ads have been a key part of YouTube’s format mix since the platform’s earliest days, but the format was only available to advertisers via YouTube reservation, the way advertisers tapped into offerings like Google Preferred. Today we’re expanding access to advertisers running auction campaigns. Recognising that advertisers should have access to the full range of creative options regardless of how they buy – whether in advance via reservation or in the Google Ads auction – we’re bringing nonskippable 15-second ads to Google Ads and Display and Video 360, across YouTube and Google video partners. Meanwhile, we continue to have protections in our ad system to cap the number of ads a user sees, to ensure that users have a great experience while watching YouTube. Overall, this is another step towards a more flexible and intuitive buying experience, where all formats are accessible to all advertisers, regardless of how they buy. The format will start ramping up today with full availability in the coming weeks. To incorporate 15-second nonskippable video ads into your strategy, head to Google Ads or Display and Video 360 to set up a new campaign, and check out more information in the Help Centre here.   Posted by Ali Miller, Product Manager, Video Ads
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  32. 32
    Deliver more New Year conversions with the latest Display ads features
    18 December 2018
    With 61 per cent of shoppers interested in buying from new retailers during the holiday season, it's important to make sure that your Display campaigns are set up for success through the new year. To help you maximise your return-on-investment during the bustle of seasonal shopping, we’re sharing three new ways for you to deliver more conversions. Reach more shoppers with the same budget Marketers often increase bids towards the end of a month or campaign to make the most of their budgets. This process can be time consuming and the results are often unpredictable. That’s why we built an audience expansion tool. It helps you expand your reach to drive more conversions at the same average cost-per-acquisition (CPA). Thanks to your feedback, we're introducing improvements to this tool. You can now increase or decrease your audience reach with more granularity and see weekly impression estimates based on your selection. Simply move the slider to see how many more impressions you could get at comparable performance, and click ‘Save’.   New audience expansion settings for Display campaigns   Advertisers using this tool to improve their Display campaign performance have seen up to 50% more conversions for the same investment.1 Get the right products in front of new customers We recently introduced dynamic prospecting to help you get the right product in front of the right customers at scale. Compared to dynamic remarketing, which shows products to customers based on their past interactions with your website, dynamic prospecting uses your product feed to show relevant products to shoppers based on their past interactions across Google and other publisher sites. Through machine learning, Google Ads evaluates the performance for the products in your feed to determine which ones are most relevant to a user’s interests and likely to lead to conversions even if they haven't visited your site yet. To add dynamic prospecting, just link an existing product feed to your Display campaign. Advertisers who've connected a feed to their Display campaign have seen an average ROI increase of 20%.2 Reach more of your ideal customers If you have a large product inventory or a wide variety of customers to reach in the new year, custom intent audiences are a great way to help you save time while reaching even the most specific audiences. Just enter keywords, URLs or apps, and Google will provide recommended segments for you to add to your campaign. To help you save even more time, you can now choose from thousands of new segments, automatically created based on your account. By using these segments, like local goods or electronics, you don’t have to manage hundreds or even thousands of keywords to reach the right customers.   Choose from thousands of automatically created segments with custom intent audiences   Posted by Tris Warkentin, Product Manager, Display ads     1. Google internal data for one conversion window cycle (according to advertiser conversion tracking settings, e.g. 30 days). Global, November 2018. 2. Google internal data. Global, Sept 2017. This is not a guarantee of improved performance.
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  33. 33
    Introducing pay for conversions in Display campaigns
    13 December 2018
    Starting today, you can choose to pay for conversions, rather than clicks, when using Display campaigns. Paying for conversions means that you only pay when someone converts on your website or app – and you’ll never pay above your target cost per action (CPA).  Let’s say that your target CPA is $10, and you drove 30 conversions over the weekend. You’ll pay exactly $300, with an actual CPA of $10. You won’t be charged for clicks or impressions.  The option to pay for conversions is only available when you use Target CPA with Display campaigns. To get started, visit the Help Centre.   Pay for conversions in the Google Ads user interface.​   Posted by Brent Besson, Product Manager, Google Ads
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  34. 34
    New call-to-action extension available for video ads
    11 December 2018
    Making videos interactive with features like end screens and a call-to-action helps viewers learn about your brand or service and take relevant actions. In an effort to simplify our interactivity features across video ad formats, we will sunset the YouTube call-to-action overlay in January 2019 and introduce a new call-to-action extension. When your primary objective is driving conversions or clicks to your website, we recommend using TrueView for Action, our ad format that comes with built-in features such as a call-to-action that is displayed while your ad runs and after it ends. It’s a great example of how interactive elements can enhance viewer engagement and help you better achieve your marketing goals. When you want to offer a call-to-action, but your primary objective is something other than clicks or conversions (such as awareness or consideration), we will offer a new call-to-action extension that can be applied to TrueView in-stream ads, and later, to bumper ads and TrueView video discovery ads.  To promote interaction with organic videos, you may still use end screens and a variety of cards.  Learn how to set up a call-to-action extension for TrueView in-stream campaigns here An example of a TrueView in-stream ad with new call-to-action extension   Posted by JR Futrell, Product Manager, Video Ads
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  35. 35
    More language support and new tools for responsive search ads
    5 December 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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  36. 36
    Extending call and message reporting to more places
    27 November 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 optimise 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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  37. 37
    Ad pod testing coming to YouTube
    21 November 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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  38. 38
    Use video ad sequencing to tell stories across screens and ad formats
    16 November 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 ad 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 re-imagine the movie trailer release of The Greatest Showman. The campaign delivered awareness and consideration uplifts that were five times 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 customised 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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  39. 39
    Use Target Impression Share to increase brand awareness
    15 November 2018
    For some situations, ideal performance means being present on certain search terms. Use Target Impression Share to help ensure that your ads are meeting a specific impression threshold. Target Impression Share can be useful for campaigns with brand terms. For example, let’s say that 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 that you run ads for a local shoe shop but you’re competing with larger shoe stores. You could focus on Target Impression 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 Josh Moser, Product Manager, Google Ads
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  40. 40
    Sight, sound and scale: TrueView for reach now available to all brands globally
    13 November 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 make sure that 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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    New workflow in creating goal-based campaigns
    8 November 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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  42. 42
    Google Ads add-on in Google Sheets updates
    7 November 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 that 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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  43. 43
    Introducing four new search ad position metrics
    6 November 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 click-through 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 in a higher position to 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 percentage of your ad impressions that are shown as the very first ad above the organic search results. Impr. (Top) % – the percentage 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 (aka Search abs. top IS). 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 (aka Search top IS). The first two metrics, Impr. (Absolute Top) % and Impr. (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) IS 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 summarise, if you are using average position to understand the location of your ads on the page, it's better to use Impr. (Absolute Top) % and Impr. (Top) %. If you are using average position to bid to a page location, it's better to use Search (Absolute Top) IS and Search (Top) IS. Posted by Julien Jacquet, Product Manager, Google Ads
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  44. 44
    Store visits "New vs. Returning" segmentation now available
    29 October 2018
    Advertisers who measure shop visits can now better understand how many shop 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 maximise 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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  45. 45
    Two new features available in the Ad Preview and Diagnosis tool
    26 October 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 Google.com, 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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  46. 46
    Easier ways to manage your messages
    25 October 2018
    In the coming weeks, we’re rolling out two improvements to click-to-message 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 click-to-message ads, we’re expanding message reporting to include message conversions. You’ll be able to define the number of user-initiated exchanges needed to count as a conversion. For example, if it typically takes two or more exchanges before a customer orders holiday dinner from your restaurant, you can set that as your conversion threshold. Posted by Kishore Kanakamedala, Director of Product Management
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  47. 47
    Use parallel tracking for fast load times and a great user experience
    22 October 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 30 October 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, contact 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 30 October, 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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  48. 48
    New predefined landing page reports
    16 October 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.
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  49. 49
    Launching new TV screens device category to reach YouTube users on connected TVs
    16 October 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 behaviour, so we've been hard at work building a rich YouTube experience for set-top boxes, gaming consoles, streaming devices like Chromecast 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're 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 e.g. 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% and 35%, 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   1Google Internal Data, Global, June 2018. Based on 7-day average for TV watch time. 2Google/Ipsos Lab Experiment, US, March 2018 (32 ads, 800 US residents 18–64 y/o)
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  50. 50
    Improved attribution for TrueView for Action ads
    12 October 2018
    People don't always take action on video ads in the moment – they often convert a few days after their viewing session. For instance, say that you had been thinking about making your home a little smarter for the sake of efficiency and shaving some money off your power 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 and then. 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, while 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 Maximise conversions or target CPA bidding.  By default, a 'Conversion' will be counted when a user takes action on your ad within three days of an 'Engagement'. You can ask your Google team to customise 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've set (the default is 30 days). To inform these changes, we conducted large-scale experiments to analyse 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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  51. 51
    Copy your column preferences to the new Google Ads experience
    1 October 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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  52. 52
    Improving mobile site speed for the holidays
    Update on parallel tracking: Display and Video support
    The holidays are just around the corner. So it’s more important than ever to ensure that 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 centre) 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 30 October 2018. We will extend parallel tracking for 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 30 Oct 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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  53. 53
    Extend the impact of video campaigns with Google video partners
    26 September 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 a 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. It’s integrated into the planning and measurement capabilities which you’re familiar with for YouTube, including Reach Planner, unique reach and Active View. And to make sure that 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 ads. 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 play an important role in maximising 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 ads with access to high-quality publishers across the best of the web and apps. To measure the incremental reach and lift to brand metrics from 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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  54. 54
    Smart Bidding to be used for search partners
    25 September 2018
    Search partners are sites that partner with Google to show ads on search results pages, site directory pages, or on other pages related to a person’s search. Smart pricing has historically powered manual bids for search partners. Going forward, 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 optimise bids for each and every auction. Smart Bidding will aim to maximise 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 that you receive on Google Search. Posted by Josh Moser, Product Manager, Google Ads
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  55. 55
    Inspire undecided shoppers with Shoppable Image ads
    14 September 2018
    One-third of holiday shoppers said they searched for images before they went in to a shop to buy something. 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 favourite 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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  56. 56
    Helping shoppers discover with video in Showcase Shopping ads
    13 September 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 per cent 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 per cent 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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  57. 57
    Vertical video ads now available for TrueView and Universal App campaigns on YouTube
    12 September 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 behaviours 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 a 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% 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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  58. 58
    Use and test Accelerated Mobile Pages (AMP) in Google Ads
    31 August 2018
    Accelerated Mobile Pages (AMP) are pages that load almost instantaneously for mobile users. To date, you could test the impact of your AMP pages against 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 works in a similar way to the ad variations’ cookie-based approach. We recommend that you use this methodology whenever you test AMP pages through campaign experiments. By default, campaign experiments assign users to a test or control group every time they perform 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're in the test group) or always see your non-AMP page (if they're in the control group). We hope this helps you to better test the efficacy of driving your search ads traffic to AMP pages.
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  59. 59
    Deliver the best message across the web with responsive display ads
    10 September, 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 that you’re an online florist. You might discover that descriptions including “Free delivery” are rated as “Best”. You can then use this insight to double-down on your best performing assets, like free delivery 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 Centre and take a look at our display best practices.     1. Internal Google data, September 2018.
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  60. 60
    Match the intent of a search with close variants
    6 September, 2018
    The ways people search are constantly changing: roughly 15% of the searches that 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 that 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 behaviour 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 that your exact match keywords can show ads on searches that include implied words, paraphrases and other terms with the same meaning. Let’s say that 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, take a look at 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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  61. 61
    Use URL level stats for your Dynamic Search Ads
    5 September 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 that 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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  62. 62
    Drive more traffic to your standard campaigns’ landing pages
    4 September 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 have seen 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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  63. 63
    Editor release includes 4 new features
    30 August 2018
    Earlier this week, we released Google Ads 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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  64. 64
    Get more out of responsive search ads with new insights
    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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  65. 65
    Workshops for scripts available
    23 August 2018
    You’re invited to join a training session on scripts. We’ll host beginner and advanced courses in six 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, 4 September) San Francisco (Advanced session, 7 September) Europe Hamburg (Beginner session, 27 September and Advanced session, 28 September) London (Beginner session, 3 October and Advanced session, 4 October) Asia Tokyo (Beginner session, 28 September) Singapore (Beginner session, 15 October)
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  66. 66
    Modernising the look of display ads for better performance
    20 August 2018
    We've updated the visuals around ads on the Google Display Network to help you get better performance. Firstly, 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 colours, both a main and an accent colour, so that your ads align as closely as possible with your branding preferences.     Secondly, the assets for your responsive display ads can now fit together more seamlessly. Using machine learning, colours are extracted from the images which you provide to Google Ads. We create a layout that approximates fully-designed image ads. The colours of the text and button of your ad are all customised to create an appealing contrast for your entire ad unit. The end result should be ads that are content-aware and which 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. See our advice about creating effective display ads and read more about responsive display ads
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  67. 67
    Take action on cards within the Overview page
    17 August 2018
    The Overview page provides a top-level view of your account and campaign performance. This view might inform changes that 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 directly within the 'searches' card For example, let’s say that 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 straight from the Overview page. Give it a try on your Overview page
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  68. 68
    Introducing new local marketing innovations for advertisers
    Consumers are increasingly turning to their smartphones to research and explore the physical world around them. In fact, 'near me' searches on mobile have tripled 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 that 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 – such as your business locations, budget and ad creative – and we automatically optimise your ads across Google properties and networks to help you drive more shop visits. We have more innovations coming soon to help you manage your local ads and then measure the offline performance of your content 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 to link 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 by 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 Network and YouTube ads. Introducing shop 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 shop 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, etc. Shop visits in Google Ads has long focused on connecting Google ad impressions and clicks to visits. We’re now introducing shop visits in Google Analytics so that you can measure offline results from more of your marketing efforts that bring customers to your website and then to your shop. Please speak to your account representative if you're interested in joining the beta. Shop visits in Google Ads and Google Analytics are estimates based on data from users that have turned on Location History. Only aggregated and anonymised data is reported to advertisers, and they aren’t able to see any shop visit information 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 restaurant locations. Customers are often searching on mobile for terms like 'pancakes near me' or 'best burgers nearby'. Denny’s shares how its shift from traditional media to Google Ads has uncovered new insights and helped them to 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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  69. 69
    Use new local conversion insights to optimise your local advertising
    9 August 2018
    88% of people who conduct a local search on their smartphone visit a related shop within a week1. We're expanding reporting on location extensions to not only include clicks on the extension itself, but also actions 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 shop visits reporting. The new metrics include: Clicks to call Directions Website visits Orders (industry-specific) Menu views (industry-specific) Other engagements How to use the new local conversion actions The metrics are reported after 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 Smart Bidding strategies like target CPA or Maximise conversions, which rely on the 'Conversions' column.  You can use these new conversion metrics to optimise your local advertising in several ways.  Let’s say that you have campaigns where your ads include local information about your nearby shop locations. Or you might have ad copy dedicated to local offers and promotions in that shop. You can use these insights to measure your ads’ impact on driving local results and optimise accordingly. Learn more We only report aggregated and anonymised data and we use industry best practices to ensure the privacy of individual users.  Using the per-shop report Along with the new metrics, the per-shop report has been launched. The per-shop report allows you to see anonymised and aggregated shop visits and local actions by shop location. Let’s say that you have clothing shops at three locations: Athens, Bloomington and Boulder. You notice that the shop locations in Athens and Bloomington drive more local actions and shop visits compared to Boulder. This can help inform how you distribute your offline budgets by shop, 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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  70. 70
    Deliver more relevance with responsive search ads
    9 August 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 delivery details or special offers. Learn more about writing effective text ads here
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  71. 71
    Showcase your in-store products on Display with local catalogue ads
    8 August 2018
    You can now build Display Network ads with local inventory feeds using local catalogue ads. With local catalogue ads, you design the hero image and select the products that you’d like to promote. Product details and images will then be pulled from your product feed to create Display Network ads which will be shown across different websites, blogs and apps. This includes product per-shop pricing and inventory information. For example, let’s say that a sporting goods shop has locations in Sydney and Thredbo. Each shop has inventory that is unique to its location - the Sydney shop carries surfboards in stock, while the one in Thredbo has snowboards. The advertiser’s Display ads can now feature locally relevant products, since local catalogue ads draw from shop-level inventory data.
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  72. 72
    Become an expert on creative strategy for App campaigns
    7 August 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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  73. 73
    New security protections for your Google Ads account
    6 August 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 that 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, such as 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-step 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-hand 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 examplepetstore.com, 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 that 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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  74. 74
    Chart time comparison data in the Report Editor
    3 August 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 visualise your performance, such as how this week's clicks compare to last week's. You'll be able to visualise week over week, month over month, or other date range comparison charts in your customised Report Editor reports.
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  75. 75
    Use optimisation score to guide your account optimisations
    2 August 2018
    Your optimisation score, found on the 'Recommendations' page, helps you understand your account’s optimisation 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're fully optimised and then offer recommended actions if there's room for improvement. If a recommendation can have more impact on your performance, it’s given more weight in your overall score. Your optimisation score encompasses several aspects of your campaign, including: Bids & Budgets Ads & extensions Keywords & Targeting Repairs Your optimisation score is calculated in real time and factors in variables like: 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 optimisation 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 target CPA bidding recommendations and drove 77% more conversions while decreasing CPA by 34%. Note: Optimisation score is shown for active search campaigns only. Optimisation score is not factored into Quality Score, or ad rank calculations. Posted by Blake Reese, Senior Product Manager, Optimizations
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  76. 76
    Make every conversion count with sitewide tagging
    2 August 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 optimise 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 works 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 either tagging option: For the simplest way 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're 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've already deployed a previous version of the Google Analytics tag across your site, you can link your Google Ads and Analytics accounts to ensure that 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 that things are set up correctly. Bear 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 for 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 modelled 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 that 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 that 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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  77. 77
    Take advantage of the new features in Google Ads Editor 12.4
    24 July 2018
    Earlier this month, we released Google Ads 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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  78. 78
    Updates to Smart Bidding
    23 July 2018
    Smart Bidding helps you maximise 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 optimise 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's now a guided-bidding workflow in the new AdWords experience. Select a bid strategy based on the metric that 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. When that lag has elapsed, you know that your data are ready for review. Learn more about conversion lag
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  79. 79
    Create dedicated user test and control groups with cookie-based experiments.
    19 July 2018
    By default, campaign experiments assign 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.    Which split option you decide to use is at your discretion. It's important to understand the options and align them with what you want to test.    Cookie-based splits might be a better option in the following cases: Testing specific audiences You want to set up a landing page test that runs similarly to other conversion rate optimisation 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 traffic volume campaigns   Let’s say that 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 that 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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  80. 80
    New landing page parameter options available in Google Ads
    18 July 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 30 October. If you have not done so already, we recommend that you migrate your accounts to parallel tracking now so you can take advantage of it’s benefits. Alert: Please make sure that you are using Google Ads 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 Google Ads Editor version that 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 Google Ads experience. Determine which Google Ads experience you’re using.
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  81. 81
    Use the Landing Pages report with Dynamic Search Ads.
    18 July 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 optimise landing pages. For example, let’s say that you have an account selling sports gear and your landing page on footballs is performing well. Based on this insight, you could create a targeting group dedicated to this landing page so you can customise ad copy more closely to the landing page and drive more traffic. Learn more about the landing pages tab here
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  82. 82
    Improve your keywords with the New Words insight card.
    17 July 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 that you can address them in a timely manner.  Let’s say that you’re doing 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, make sure that you review your full search terms report periodically to get a more complete view of the search terms associated with your ads.  Visit the Help Centre to get details on this insight card and others in the Overview tab of your account. 
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  83. 83
    Quickly act on changes in your campaigns with the ad group shift insight.
    16 July 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 Centre to get details on other Insight Cards located in the Overview section of your AdWords account. 
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  84. 84
    Save time on reporting. Use the new Google Ads add-on in Google Sheets
    13 July 2018
    Use the Google Ads add-on in Google Sheets to save time with report creation. Let’s say that 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 once. 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 that you want to analyse data comparing two time 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  third 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 Google 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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  85. 85
    Speed matters when providing assistive experiences
    11 July 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 per cent.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 web page 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 per cent 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 per cent 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 prioritise speed within your organisation. 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, Webpagetest.org, sampled 11M global mWeb domains loaded using a globally representative 4G connection, Jan. 2018. 3. Google Data, Aggregated, anonymised 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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  86. 86
    Putting machine learning into the hands of every advertiser
    10 July 2018
    The ways that people get things done are constantly changing, from finding the closest coffee shop to organising 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 that consumers expect from brands. Join us 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 personalised. 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 optimisation works: on average, advertisers who use Google’s machine learning to test multiple creatives see up to 15% more clicks.1 Responsive search ads will start rolling out to advertisers over the next few months. Maximise relevance and performance on YouTube People watch over one 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 that 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 that 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 optimise campaigns for views and impressions. Later this year, we’re rolling out Maximise 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 maximise the impact which your video ads have on brand perception throughout the consumer journey. Maximise 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 shops. In fact, mobile searches for 'near me' have more than tripled in the past two years,4 and almost 80% of shoppers will go to a shop when there’s an item that 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 shop visits exclusively. Provide a few simple things – such as your business locations and ad creative – and Google automatically optimises your ads across properties to bring more customers into your shop. 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 optimises 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 optimise across multiple business goals. Beyond maximise conversion value, you’ll also be able to select shop 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 optimise where your Shopping ads show – on Google.com, Image Search, YouTube, and millions of sites and apps across the web – and which products are featured. It takes into account a wide range of signals, such as 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% and drive 4% 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 directly 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 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
    9 July 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 that 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
    17 May 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 centre) – 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 30 October 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 that 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 travelling 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 that 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 11 June. 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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