Author Archives: Charissa Yee

Making marketing easier with new tools for productivity

Mobile continues to raise the bar for marketers - as consumers increasingly reach for their smartphones to get things done, they expect fast and frictionless assistance. And to help them in these moments with more useful and personalized ads, you need scalable, easy-to-use tools that allow you to manage your marketing in smarter ways.

This morning at Google Marketing Next, we shared the next generation of AdWords, DoubleClick and Google Analytics tools, each of them shaped by your feedback and built to help you work as productively and efficiently as possible.

Below is a round-up!

The new AdWords experience will be available to all advertisers by the end of the year


The new AdWords experience marks the most powerful change we’ve made to how advertisers visualize and manage their campaigns in over 15 years. The redesign makes AdWords significantly easier to use to help you reach your unique marketing goals and get things done.

Earlier this year, we previewed a few of the new tools and features in the new AdWords experience. This includes the new Overview page, which automatically surfaces relevant insights about your performance so you can take action more quickly.

Here are some other new things to check out:

Campaign creation
Build campaigns designed around your marketing goals




Performance estimates 
   
View performance estimates to help plan your display campaigns





Landing page report
See how your landing pages are affecting campaign performance


Since rolling out the new AdWords experience, we’ve seen some inspiring results. We see that pages load much faster -- on average, 20% faster. Customers like iProspect North also reported that the new design and layout saves them 30% more time when completing everyday tasks.

Starting today, we’re rolling out the new experience to millions of additional AdWords accounts and it will be available to all advertisers by the end of the year. Get started by reviewing our Best Practice guide.


Better together: Google Optimize and Google Surveys 360 integrate with AdWords


Your marketing workflows should be seamless and integrated, from managing media to optimizing your site and collecting performance insights. This allows you to easily apply learnings from one step to another and take action faster. With new integrations for Google Optimize and Google Surveys 360 with AdWords, you'll be able to test landing pages and gain insights about your ads more efficiently.

Available globally to all advertisers at no cost, Optimize helps marketers test and deliver custom site experiences to improve performance. With the Optimize and AdWords integration, you can quickly and easily create new versions of your landing pages and then apply them to any combination of AdWords campaigns, ad groups, and keywords – no coding or webmaster required. For example, on a summer beachwear campaign, test whether a landing page that features an image of beachgoers performs better than one that showcases your latest swimsuit styles. Optimize will figure out which variation works best for your business and help you get more value from your AdWords campaigns.

Surveys 360 makes it easy for anyone to create a survey, find a specific audience sample across the web, and generate results in just a few days. With the Surveys 360 and AdWords integration, you can easily target surveys to people in your remarketing audiences to help you understand the “why” behind how consumers react to your marketing. For example, ask customers what they thought was the most compelling part of your ad. Or, if you want to know what customers thought of the landing pages you tested on your summer beachwear campaign, quickly launch a survey and ask site visitors what stood out to them on the page.


Smarter planning in DoubleClick Bid Manager


The programmatic revolution has focused on combining data, machine learning and automation to drive better performance. However, few of these benefits have carried over to the world of media planning. To help save you time and improve performance, we’re bringing the power of machine learning to campaign planning with a new workflow in DoubleClick Bid Manager.

Bid Manager uses machine learning to analyze your past campaigns and understand what's performed well for you before. With these insights, it will recommend the right inventory and targeting to reach your audience based on your unique marketing goals. The result is an optimized media plan tailored to your business, which you can then tweak, approve and activate with one click.




"Planning in DoubleClick Bid Manager helps us find the right inventory and strategies in a matter of seconds. Now we can invest even more time in understanding our audience rather than how we should reach them.” - Louise Lévesque, Vice-President, Marketing & Sponsorship, National Bank of Canada


Unique Reach arrives for AdWords Display campaigns and DoubleClick


Once your ads are up and running, you want to know how many people are seeing them. Reach and frequency are hallmark metrics to measure the impact of display and video campaigns today. At the same time, you need to be thoughtful about how often you connect with a single user to avoid overloading them. 30% of people today use 5 or more devices1 - that means if you reach someone three times on each screen, you could be showing them fifteen ads!

We launched Unique Reach for YouTube in AdWords earlier this year and are soon expanding availability to Display campaigns in AdWords. We’re also bringing Unique Reach to DoubleClick for all your video and display ads, no matter where they run. Unique Reach helps you measure the number of unique users and average impressions-per-user you get from video and display ads. Metrics are de-duplicated across devices, campaigns, inventory and formats so you can see how many people you reached and how often you reach them.

We can’t wait to get these new tools into your hands to hear what you think and help you work faster and smarter. To get the full replay of new innovations at Google Marketing Next, watch the keynote here. Until next year!



1. Google / TNS Connected Consumer Survey, US population 18+, n=1000, Q1 2016

Source: Inside AdWords


Bringing the speed of AMP to search & display ads

Succeeding on mobile starts with getting the basics right. People choose brands that meet their needs instantly and seamlessly. That means no matter how great your site looks, if it loads slowly, users will leave and you’ll miss out.

The open source Accelerated Mobile Pages (AMP) Project launched 18 months ago to help make the web better with faster experiences. Since then, we’ve been expanding how we surface fast-loading AMP pages on Google Search — starting with the top stories carousel and extending to organic search listings.

Today we’re introducing two new ways to harness the speed of AMP to improve advertising performance. First, we’re launching a new AdWords beta that lets you use fast-loading AMP pages as the landing pages for your search ads. Second, we’re speeding up ads served across the Google Display Network by using the same technology that makes AMP pages so fast.

Improving campaign ROI with lightning-fast AMP landing pages


We’ve said before that the median page load time for an AMP page from Google Search is under one second. If that wasn’t already fast enough, last week we announced that these pages are now twice as fast. No wonder AMP has been so widely adopted – more than 2 billion AMP pages have been published from 900,000 domains. Advertisers like Johnson & Johnson, Toll Brothers and eBay have already seen increased engagement with their brand by directing people to AMP pages from organic search results.

The new AdWords beta brings the performance benefits of faster mobile pages to search campaigns. Now, when advertisers link their search ads to AMP landing pages, consumers will get the fast mobile web experiences they've come to expect from AMP pages on Google Search. If you’re interested in participating in the beta, sign up here.


“We understand the importance of speed in delivering effective advertising campaigns. That is why we're incredibly excited to apply the speed of AMP to our paid campaigns in AdWords," says ‎Aaron Cocks, Online Marketing Optimization Manager at Toll Brothers


“Johnson & Johnson has seen great results in testing AMP with our product information pages. For specific pages, we've seen page speeds improve by 10x and engagement rates improve by 20%. J&J is looking forward to expanding our application of AMP,” says Paul Ortmayer, Head of Digital Analytics - EMEA, Johnson & Johnson


Ensuring display ads are seen with AMP


When ads load fast, people are more likely to see them. That means media budgets work more effectively and messaging strategies realize their full potential. Fast-loading ads also create better experiences for users.

To make ad experiences on the web a lot better and faster, the AMP Project launched The AMP Ads Initiative last year. The Initiative applies the technology powering fast-loading AMP pages to ads.

As of today, a significant number of ads shown on AMP pages across the Google Display Network are automatically converted and served in the new AMP ad format. We’ve found these ads load up to 5 seconds faster than regular ads even though the creative looks exactly the same. Ultimately, this ensures that your messages are actually seen by your intended audience and that the experience users have with your brand is seamless.



Speed matters. To meet the needs of today’s customers, you have to be fast. Bringing the speed and performance of AMP to advertising will help you deliver more effective campaigns that keep up with accelerating consumer expectations.

Source: Inside AdWords


Powering ads and analytics innovations with machine learning

Good morning, San Francisco! As the city starts to wake up, my team and I are gearing up to welcome over a thousand marketers from around the world to Google Marketing Next, our annual event where we unveil the latest innovations for ads, analytics and DoubleClick.

A big theme you’ll hear about today is machine learning. This technology is critical to helping marketers analyze countless signals in real time and reach consumers with more useful ads at the right moments. Machine learning is also key to measuring the consumer journeys that now span multiple devices and channels across both the digital and physical worlds.

It's a growing and important trend for marketers today, and will continue to shape how you build for success in the future.

Below is a sneak preview of a few of the announcements I’ll be making. There are many more that I can’t wait to share with you. Be sure to tune in at 9:00 a.m. PT/12:00 p.m. ET.


Hello Google Attribution, goodbye last-click

Today, we're announcing Google Attribution, a new product to answer the question that has challenged marketers for ages, “Is my marketing working?” For the first time, Google Attribution makes it possible for every marketer to measure the impact of their marketing across devices and across channels -- all in one place, and at no additional cost.

With today’s complex customer journey, your business might have a dozen interactions with a single person - across display, video, search, social, and on your site or app. And all these moments take place on multiple devices, making them even harder to measure.

Marketers have been trying to make attribution work for years, but existing solutions just don't cut it. Most attribution tools:

  • Are hard to set up
  • Lose track of the customer journey when people move between devices
  • Aren’t integrated with ad tools, making it difficult to take action
As a result, many marketers are stuck using last-click attribution, which misses the impact of most marketing touchpoints. With Google Attribution, we’ll help you understand how all of your marketing efforts work together and deliver the insights you need to make them work better.

Here’s how it works:
Integrations with AdWords, Google Analytics and DoubleClick Search make it easy to bring together data from all your marketing channels. The end result is a complete view of your performance.
Google Attribution also makes it easy to switch to data-driven attribution. Data-driven attribution uses machine learning to determine how much credit to assign to each step in the consumer journey -- from the first time they engage with your brand for early research down to the final click before purchase. It analyzes your account's unique conversion patterns, comparing the paths of customers who convert to those who don’t, so you get results that accurately represent your business.

Finally, you can take fast action to optimize your ads with Google Attribution because it integrates with ads tools like AdWords and DoubleClick Search. The results are immediately available for reporting, updating bids or moving budget between channels.
“Given today’s multi-device landscape, cross-channel measurement and attribution is indispensable for HelloFresh to have a 360º panorama of our customer journey and gives us the best data to make the best decisions.” - Karl Villanueva, Head of Paid Search & Display 
Google Attribution is now in beta and will roll out to more advertisers over the coming months.

Mobile-local innovations drive more consumers to stores

Mobile has blurred the line between the digital and physical worlds. While most purchases still happen in-store, people are increasingly turning to their smartphones to do research beforehand -- especially on Google.com and Google Maps.
To help consumers decide where to go, marketers are using innovations like Promoted Places and local inventory ads to showcase special offers and what’s in-stock at nearby stores. Now, you can also make it easy for them to find a store from your YouTube video ads using location extensions.

We introduced store visits measurement back in 2014 to help marketers gain more insight about consumer journeys that start online and end in a store. In under three years, advertisers globally have measured over 5 billion store visits using AdWords.

Only Google has the advanced machine learning and mapping technology to help you accurately measure store visits at scale and use these insights to deliver better local ad experiences. Our recent upgrade to deep learning models enables us to train on larger data sets and measure more store visits in challenging scenarios with greater confidence. This includes visits that happen in multi-story malls or dense cities like Tokyo, Japan and São Paulo, Brazil where many business locations are situated close together. Store visits measurement is already available for Search, Shopping and Display campaigns. And soon this technology will be available for YouTube TrueView campaigns to help you measure the impact of video ads on foot traffic to your stores.

Still, measuring store visits is just one part of the equation. You also need insights into how your online ads drive sales for your business. You need to know: are my online ads ringing my cash register? In the coming months, we’ll be rolling out store sales measurement at the device and campaign levels. This will allow you to measure in-store revenue in addition to the store visits delivered by your Search and Shopping ads.

If you collect email information at the point of sale for your loyalty program, you can import store transactions directly into AdWords yourself or through a third-party data partner. And even if your business doesn’t have a large loyalty program, you can still measure store sales by taking advantage of Google’s third-party partnerships, which capture approximately 70% of credit and debit card transactions in the United States. There is no time-consuming setup or costly integrations required on your end. You also don’t need to share any customer information. After you opt in, we can automatically report on your store sales in AdWords.

Both solutions match transactions back to Google ads in a secure and privacy-safe way, and only report on aggregated and anonymized store sales to protect your customer data.

Virgin Holidays discovered that when it factors in store sales, its search campaigns generate double the profit compared to looking at online KPIs alone. A customer purchasing in-store after clicking on a search ad is also three times more profitable than an online conversion. Says James Libor, Performance Marketing and Technology Manager, “Store sales measurement gives us a more accurate view of the impact our digital investment has on in-store results, especially through mobile. This has empowered us to invest more budget in Search to better support this critical part of the consumer journey.”


Machine learning delivers more powerful audience insights to search ads

People are often searching with the intent to buy. That’s why we’re bringing in-market audiences to Search to help you reach users who are ready to purchase the products and services you offer. For example, if you’re a car dealership, you can increase your reach among users who have already searched for “SUVs with best gas mileage” and “spacious SUVs”. In-market audiences uses the power of machine learning to better understand purchase intent. It analyzes trillions of search queries and activity across millions of websites to help figure out when people are close to buying and surface ads that will be more relevant and interesting to them.

This is an important moment for marketers. The convergence of mobile, data and machine learning will unlock new opportunities for marketers -- and I’m excited to be on this journey with all of you.
Please join us at 9:00 a.m. PT/12:00 p.m. ET to see the entire keynote at Google Marketing Next, and all the other innovations we’re planning to announce for ads, analytics and DoubleClick.

Source: Inside AdWords


Google I/O: New Ways to Put Customers at the Center of Your Apps and Payments

I/O is a magical time at Google. Every year, thousands of developers gather in Google’s backyard to share new product ideas and learn about our latest innovations in computing.

We’re meeting at an exciting time for the developer community. It’s a time when consumers have more choices than ever before—like where to shop, what to watch, which games to play and how to communicate with friends and family. Your product needs to stand out. You need tools to help your business grow. And you need to make sure your users are happy.

We think we can help.

This afternoon, my team and I will share 3 new innovations for developers to make it easy for users to pay for your services, build profitable businesses and grow your user base. Check out our live stream here.


Enabling users to pay with Google


Starting today, our suite of payment solutions will be expanding. The Google Payment API enables merchants and developers to turbocharge checkout conversion by offering your users an easy way to pay with credit and debit cards saved to their Google Account. Users will have multiple Google payment options at their fingertips, like a credit or a debit card previously saved via Android Pay, a payment card used to transact on the Play Store or a form of payment stored via Chrome. And they’ll be able to use these saved payment options in third-party apps and mobile sites, as well as on Google Assistant when they are on-the-go.
Paying with Google for Panera Bread on Google Assistant



For users, this means faster checkout. Now they’ll never miss a deal because they’re stuck on a bus and don’t want to pull out their credit card in front of strangers. They'll no longer experience the pain of stumbling on a sale that ends at midnight when they’re tucked in bed with their credit card out of reach. Users can save time and headache by using credit and debit cards they’ve already saved to their Google Account whenever they see the option to pay with Google on supported apps or sites.

For developers, this API is a significant innovation that can enable faster checkout, drive more conversions, increase sales and reduce abandoned carts—all with a simple integration. Learn more about our Google Payment API here.


Earn more from your apps with the brand new AdMob

People turn to their mobile devices throughout the day to shop, communicate and stay entertained. For developers, in-app purchases are one way to monetize. Ads are another way.

AdMob was built to support the app ecosystem. With over 1 million apps across iOS and Android, AdMob has paid over $3.5 billion in ads revenue to developers. But there’s more we can do to help you succeed.

Today, we’re introducing a completely redesigned AdMob. Rebuilt from the ground up, AdMob is now simpler to use and delivers richer insights about your users’ in-app experiences.

Simpler to use: We’ve applied Material Design to all aspects of the AdMob look and feel to deliver an easy-to-use and intuitive experience across the entire platform—on mobile and desktop. You’ll get more done in less time. Below you can see how easy it is to pick an app that you’re monitoring, check out its key metrics and then quickly take action to fine-tune its performance.  
Redesigned AdMob experience

Deeper insights: We’ve also integrated Google Analytics for Firebase into the core of the redesigned AdMob so you have quick access to the metrics that matter most for your business. Once you link your AdMob and Firebase accounts, you’ll have access to detailed ad revenue data and user insights like time spent in the app and in-app purchases—all in one place.
Google Analytics for Firebase dashboard in AdMob



Know your user, find your user with Universal App Campaigns

Earning money from your app is one piece of the puzzle. You also need to think about how to grow your user base.

Google’s app ad innovations have delivered over 5 billion installs from ads and we are now helping developers drive over 3 billion in-app events per quarter—like users adding something to their cart or reaching level 3 of a game. Developers have gravitated toward Universal App Campaigns (UAC) as the “one stop shop” campaign type that scales your reach and maximizes app installs across Google’s largest properties: Google Play, Search, YouTube, Gmail and the Display Network. UAC uses Google’s machine learning technology to evaluate numerous signals in real time, refining each ad to help you reach your most engaged users. We're continuing to double down on UAC, with all new innovations being built into UAC to make app promotion even more effective.

Engage users in key moments of discovery with new UAC placements in Google Play
Android reaches more than 2 billion active devices every month, with Google Play available in 190+ countries around the world. It’s the place users come to discover new apps and games. Beyond searching for apps to try, users are increasingly browsing the Play store and finding recommendations for new apps.    
To help those users discover more of your apps, we are introducing new ad placements on the home and app listing pages in the Google Play Store. These new placements, available exclusively through UAC, help you reach users in "discovery mode" as they swipe, tap and scroll in search of their next favorite app.   
New ad placements reach users browsing in Google Play
Discover more of your best users with new bidding options in UAC
Some users are more valuable to your business than others, like the players who level-up in your game or the loyal travelers who book several flights a month. That’s why we’re expanding Smart Bidding strategies in UAC to help you acquire more of these high-value users. Using Smart Bidding, you can tailor bids for your unique business goals - target cost per acquisition (tCPA) or target return on ad spend (tROAS). UAC delivers the right users based on your objectives: installs, events and, coming soon, value. This update starts rolling out to iOS and Android developers and advertisers in the coming months. 
Introducing App Attribution Partners, a new measurement program
Many developers rely on third-party measurement providers to measure the impact of ads and gain valuable insights about how users engage with your app. To help you take action on these insights in a faster and more seamless way, we are introducing App Attribution Partners, a new program designed to integrate data from 7 global companies right into AdWords. 
Welcome to adjust, Adways, AppsFlyer, Apsalar, CyberZ, Kochava and TUNE... we’re thrilled to have them on board! 
AdWords’ integration with these partners ensures that you have consistent, reliable and more granular data where you review app metrics. Now you can take action with confidence and stay on top of your business performance.

As consumers live more of their lives online, it’s increasingly important for developers to build user-centric experiences in everything that you do—from the apps you design, to the experiences you deliver, to the ways you help people transact. We know it’s not always easy, so Google is here to help. We look forward to continuing on this journey with you.

Source: Inside AdWords


Gain deeper insights with improved Quality Score reporting

Effective ads connect people with the content that’s most relevant to them, right when they’re looking for it. In AdWords, you can assess how relevant your keywords, ads, and landing pages are by evaluating Quality Score and its components: expected clickthrough rate, ad relevance and landing page experience. Starting this week, we’re rolling out several improvements to Quality Score reporting that make it easier for you to get more visibility into these scores.


New status columns for Quality Score

We’ve heard from you that the three Quality Score components available today through the keyword status bubble are super helpful. However, you need a way to review them at scale and easily share them. To save you time and help you make more informed decisions, we’re adding three new optional status columns to the Keywords tab for “Exp. CTR,” “Ad Relevance” and “Landing Page Exper.” Simply add these columns to your keyword reports to get a comprehensive snapshot of your keywords’ current scores.


History lessons in keyword quality

To improve campaign performance, it’s important to understand how changes to your account, like ad optimization, impact Quality Score. Starting today, you can view historical Quality Score, and its components, for all of your keywords to understand how they’ve changed over time. This data will be available via four new columns: “Qual. Score (hist.),” “Landing page exper. (hist.),” “Ad relevance (hist.)” and “Exp. CTR (hist.).”
7 new columns for QS components are now available in keyword reporting

There are two important things to know about these columns:

  1. They reflect the last known score for the date range you selected. Note that historical data won’t be available for dates earlier than January 22, 2016.
  2. If you apply the "Day" segment to your Keyword reports, these columns will show daily values that reflect what your scores were at the end of each day.
Updated Keyword report with historical Quality Score segmented by day

To help you understand what this looks like, let’s take a look at the example report above, which is segmented by day. Let’s say it’s Feb. 10 and you want to see what the Quality Score was for your keyword “Oranges” from Feb. 3 to Feb. 8.

  • First, notice the current Quality Score in the “Qual. Score” column, 3/10. This column will always show the current Quality Score, regardless of the date you’re reporting on.
  • Next, you’ll see the new “Quality Scores (hist.)” column shows the last known Quality Score for the reporting period, 4/10, as well as the historical score for each day within that period.
  • When there aren’t enough impressions or clicks to accurately determine a keyword’s Quality Score, like on Feb. 7 and Feb. 8, you’ll see a null Quality Score (“—”).



Learn more

These new Quality Score columns are also available at the manager account level. For Quality Score tips and best practices, read our guide to ad quality or visit the AdWords Help Center.

Source: Inside AdWords


Data-driven attribution delivers better results than last-click

There are more moments throughout the day for businesses to connect with consumers than ever before. It’s critical for marketers to know which moments matter, and which ones don’t.



The search process doesn’t start and end with “buy the exact product I already know I want.” People tend to click on multiple ads before converting. This process makes it challenging to assign the proper credit where it’s due. Last-click attribution, the default choice in AdWords, ignores everything except for the final, “buy the exact product I already know I want” ad click.



As marketers, it’s crucial to understand which of your clicks are the most impactful, whether or not they’re the last click before a conversion.



Data-driven attribution (DDA) uses Google’s machine learning technology to determine how much credit to assign to each click in the user journey. With DDA, you can understand how much credit should be assigned to the click on an ad for “features for product I think I want.” Even though it doesn’t convert immediately, you might see that people who click on that ad are much more likely to become customers later on.



DDA was introduced to AdWords back in May 2016, and since then, we’ve been studying how it affects performance. A recent analysis of hundreds of advertisers using DDA revealed that performance improved when compared to last-click attribution:



When compared to last-click attribution, DDA typically delivers more conversions at a similar cost-per-conversion



For Search, data-driven is now the recommended model for all eligible advertisers. It is a better way to measure and optimize performance.



How data-driven attribution works



DDA is different from rules-based attribution models. It uses your account’s conversion data to calculate the actual contribution of each search ad click along the conversion path. By comparing the paths of customers who convert to those who don’t, DDA determines what truly matters for each conversion path.



As long as your account has enough clicks and conversions, you’re eligible for DDA. We automatically train a model that’s unique to each of your conversion types. The model observes what your customers do before converting, and what they do when they don’t convert, to measure what’s important. Using Google’s machine learning, the models continue to improve over time. Read more about DDA.



The benefits of knowing which clicks matter



Here’s how DDA has already created value for other companies:






Select Home Warranty, which provides warranties to homeowners for household repair projects in the United States, saw a 36% increase in leads and a 20% decrease in cost-per-conversion after making the change to DDA.



“Switching to a data-driven attribution model unlocked growth for our business because it allowed us to give proper credit on mobile devices and non-brand keywords, resulting in a significant increase in overall conversions.” - Joseph Shrem, Founder, Select Home Warranty







Medpex is one of the largest mail-order pharmacies in Germany. Using Smart Bidding  and data-driven attribution, they drove 29% more conversions while reducing cost-per-conversion by 28%.



“An algorithm is better equipped than any manual optimization to react to dynamic changes such as price changes of competitors or delivery bottlenecks.” - Frank Müller, Chief Marketing Officer, medpex







H.I.S., a travel agency with global presence in over one hundred cities worldwide, combined DDA with Smart Bidding and Dynamic Search Ads to grow conversions by 62% at a constant cost-per-conversion.



“Data-driven attribution helped us to acquire new users because we could strengthen our approach to users in the consideration phase.” - Ryoko Kume, Customer Communications, WEB Promotion , H.I.S. Head Office WEB Division

Updating your model



Making this change is straightforward. When you change your conversion action settings, use the dropdown in the Attribution Model section to select Data-driven as your attribution model:



DDA Picker.gif



Going forward, your “Conversions” column in AdWords will report your conversions based on the new DDA model. Smart Bidding will automatically adjust to this new way of measuring conversions. If you’re bidding manually, use the “current model” columns to make the initial set of adjustments. You can find these under the set of attribution columns.



Making the most of DDA



Updating your “Conversions” column is a big step, but there are a couple of other steps to ensure that your account sees the most potential improvement:



  • Adjust bids considering your new DDA-based conversions. Once you’ve updated your attribution model, your “Conversions” columns will begin to populate with stats that reflect your choice. From there it’s easy: Optimize your bids to account for the numbers in those columns. The recommended approach is to adopt an AdWords Smart Bidding strategy, like Target CPA or Target ROAS. Historical performance for that model can be found in the “current model” columns, which you should use as you make initial bid changes.
  • Give DDA some time. Those multiple clicks in a user’s conversion path take some time to happen. Give users a chance to convert or make a purchase before evaluating results. Once your account has settled into the new method, allow a couple of weeks to pass where you gather results.
  • Re-evaluate keywords that tend to be earlier in the click path. Last-click attribution could have favored some keywords at the expense of others. Now that you’re doing a better job measuring what matters, you may find that some campaigns make a big difference in the user journey. That difference may not have been measured appropriately in the past.
  • Stop reviewing assisted conversion metrics. In the coming months, we’ll be removing columns that reference assisted conversions from your statistics tables and reports.



Watch this video for more information about getting started with data-driven attribution. For more detailed guidance, including the steps to follow to properly test a new attribution model, check out our best practices for going beyond last-click attribution.



DDA is recommended for all Search ads, and we’re dedicated to improving DDA elsewhere. You can also take action on DDA if you use DoubleClick Search. In addition, DDA is also available in Google Analytics 360 and Attribution 360. We’ll continue to invest in DDA to make it even better across platforms.



Posted by
Joan Arensman, Product Manager, AdWords Attribution
Wilfred Yeung, Senior Product Manager, Bidding

Source: Inside AdWords


Google Customer Reviews: receive and share customer feedback while earning seller ratings

Thousands of merchants have long been using our Google Trusted Stores program to gain their customers' confidence. Today, we’re excited to introduce Google Customer Reviews, which will replace the Google Trusted Stores program.

Google Customer Reviews offers more ways to customize the Google badge and opt-in on your site, better account management tools that save your time, and new insights into your seller rating.

     
Google Customer Reviews Badge showing seller rating


With Google Customer Reviews, you can collect valuable reviews about your business for free. After you sign up and complete the brief setup process, customers who make a purchase on your site can opt-in to receiving an email survey to rate their buying experience. The reviews collected will contribute to your seller rating, which represents aggregated consumer reviews from multiple sources, including independent data providers and our own Google surveys. Your seller rating shows up on Google Shopping, AdWords text ads, and your website if you choose. Showing seller ratings on your text ads can boost your ads’ click through rate by up to 10%.


How to enable Google Customer Reviews



1) Sign in to your Merchant Center account (or sign up if you do not have an account).
2) Select “Merchant Center programs” from the dropdown in the upper right-hand corner.
3) Click “Get Started” in the Google Customer Reviews card and accept the Program Agreement.
4) Add the survey opt-in code to your website.
5) [Optional] Add the badge code to your site wherever you want. This will make the badge appear on your site, allowing you to display your seller rating and show customers that you’re integrated with Google Customer Reviews.


Learn more



Google Customer Reviews is now available in the United States, France, Germany, United Kingdom, Japan and Australia. To learn more about the program, please visit our Help Center.

Source: Inside AdWords


New measurement innovations unlock more store visits data

When people are deciding where to go—like where to shop, eat or have fun—they turn to their smartphones to explore and find nearby places. We introduced store visits measurement two years ago to help advertisers measure these consumer journeys that span the online and physical worlds. Since then, advertisers globally have measured over 4 billion store visits in AdWords.

Today, we’re excited to announce new innovations that will make store visits available to thousands more advertisers around the world. These innovations will also allow us to report more store visits for advertisers already using these insights to give a more complete view of performance.


Richer store visits data at the same high level of accuracy


We know measurement insights like store visits help you make business-critical decisions about how you manage and optimize your marketing campaigns. That’s why we uphold strict, conservative confidence thresholds for the data you see in AdWords and only report on store visits when we’re sure the data meets the highest standard of accuracy. This is also done in a secure, privacy-safe way without sharing any personal location information at an individual level. Store visits are calculated based on aggregated and anonymized data from users who opt in to activate Location History.

As we continue to evolve our measurement technology with new strides in machine learning, mapping technology and survey quality, we are able to increase the number of store visits we can report while still achieving that same high bar for accuracy you’ve come to expect.


Deep learning helps us better predict store visits in challenging scenarios


In the past month, we’ve upgraded to deep learning models to improve how we measure store visits. We’re now able to train on larger data sets and increase our accuracy in prioritizing which location signals are most predictive of true visits. This allows us to reliably measure more store visits in contexts that are typically tricky, such as in multi-story malls and dense geographies where many business locations are situated close to each other.

These are the innovative machine learning techniques at the core of powerful Google features that help people solve complex problems in their everyday lives -- they can help automatically curate images in Google Photos to create an album of your favorite college memories. Or process entire sentences at a time in Google Translate to give you translations that sound much closer to what a fluent speaker would say.


New mapping initiatives improve how we define location geometry


We’ve also scaled our efforts to map the precise geography and geometry of more business locations. We’ve refreshed imagery from Google Earth and Google Street View to get the most up-to-date, external views of where different buildings begin and end. Around the world, on-the-ground teams are also partnering with more businesses to scan Wi-Fi strength inside buildings to figure out their true boundaries.


Higher-quality survey data to verify store visits


When our systems detect that potential visits have occurred, we add an extra layer of verification by surveying select users about their store visits. We directly ask which locations they’ve visited, see how this checks out against our predictions, and then use this data to calibrate our machine learning models. We’ve continued increasing the reliability and quality of these surveys using real-life audits and location visits from our own teams. For example, we’re now verifying more visits that happen in areas with high store densities to give our models more data to learn from. This strengthens accuracy and allows us to report on more store visits that may have been previously excluded.

New innovations for measuring store visits will allow more AdWords advertisers to get these insights for the very first time, and deliver a richer and more complete data set to advertisers already using store visits. We’re excited to continue partnering with you to build better online-to-offline experiences for your customers and help you measure the direct impact to your business.

Source: Inside AdWords


Dynamic Search Ads are now more effective than ever

Dynamic Search Ads (DSA) help you reach people who are searching for your products and services—without the need for you to actively manage keywords or ads. Today we're introducing three improvements to DSA: page feeds, expanded ads and quality enhancements.


Control the products you advertise


Page feeds give you additional control over your DSA campaigns to ensure only relevant products and services are shown to your customers. Simply provide us with a feed of what you want to promote and select the landing pages that you want to include in your auto targets. We’ll use this information to determine when your ads will show, and where to direct your customers to on your website.

You can also apply custom labels in your page feeds to keep your ads organized. For example, create a label called “Holiday Promotion” and apply it to a group of products to easily activate and pause all ads within that promotion at the same time. Mark out of stock products with an “Unavailable” label to prevent driving traffic to them.

Hot Pepper Beauty, one of Japan's top salon booking services, uses page feeds and has reduced its time spent managing DSA campaigns by 90%:

“DSA with page feeds helps us expand our audience reach and dramatically reduces operational overhead while maintaining targeting control at the URL level.” - Tomoyuki Ishii, Manager of Digital Marketing at Recruit Lifestyle Co., Ltd.


Booking.com, the world leader in booking accommodations online, has also experienced positive results with page feeds:

“DSA Page Feeds has provided us with better ad performance through more relevant ads and allows us to reach more potential customers.” - Richard Gradwell, Director Marketing PPC Innovation at                                                                                         Booking.com



Expand your Dynamic Search Ads


Earlier this year, Search and Display campaigns fully transitioned to expanded text ads. Over the next month, we’re rolling out support within DSA campaigns for this expanded format. Longer headlines and description lines allow you to show more information about your business before people click your ad. When you create a new ad, use the expanded description field to provide deeper messaging that focuses on what consumers care about.



Show more relevant ads


It’s important that your ads only show when they’re most relevant to what people are searching for. For example, if you're a baker in Palm Springs, your ads should only show to people who are looking for baked goods in Palm Springs. That’s why we’re always improving the effectiveness of our DSA campaigns. With our latest updates, advertisers are seeing on average an increase in conversion rate and a decrease in CPA.

Source: Inside AdWords