Tag Archives: Ads

Maximize customer potential with adaptive remarketing

Remarketing lists are a great way to reconnect with previous visitors to your website. They can also provide valuable customer insights that can be used to find new opportunities to help you reach your goals. However, due to the number and size of your lists, these insights can often be difficult to identify.

With adaptive remarketing, DoubleClick Search will automatically find those opportunities and create more focused remarketing targets to help you reach visitors who are interested in other products and services you offer.

Get more out of your remarketing lists

Adaptive remarketing is easy to use. Simply enable “remarketing targets” under Adaptive settings in your campaign settings page after applying a Smart bidding strategy or conversion goal. DoubleClick Search will then continuously compare the conversion rates of your remarketing lists against the conversion rates of the campaigns they’re applied to. Whenever a list has a conversion rate that varies significantly from its campaign, a new remarketing target will be created so you can set optimal bid adjustments.

For example, let’s say you’re a travel advertiser with a campaign for vacations in Chicago. You know you’re reaching people who’ve shown interest in traveling to Chicago, however you might not realize that conversion rates for Chicago may be higher for audiences who’ve previously shown interest in other cities.

By comparing performance, adaptive remarketing sees that many people who purchase Chicago vacations are the same ones who’ve shown interest in San Francisco vacations. As a result, your 'San Francisco' remarketing list would be automatically applied to your Chicago campaign, allowing you to easily adjust your bids for these customers to drive more revenue.
You can apply adaptive remarketing in your campaign settings

Get better results with Smart Bidding

DoubleClick Search Smart Bidding automatically finds the optimal bid to get you the best return on investment (ROI). By combining adaptive remarketing with Smart Bidding, you can enjoy even more benefits from automation.

When you apply a bid strategy or conversion goal to your adaptive campaign, we’ll continuously assess existing and auto-generated remarketing targets to align with your goal. Using the previous example, Smart Bidding will automatically adjust bids for your ‘San Francisco’ remarketing targets and ensure that your bid adjustments are always optimized.

Learn more about how adaptive remarketing can help you uncover business opportunities in the DoubleClick Search Help Center.

Posted by Amit Varia
Product Manager, DoubleClick Search

Discover the true value of each click with data-driven attribution

From buying a TV to planning a holiday vacation, it takes consumers, on average, four clicks before completing a transaction online.¹ Some of these clicks matter more than the others, yet 40% of businesses still use first-touch or last-touch attribution when measuring ad performance.²

In order to understand the true value of each of those clicks, you need an attribution model that better reflects the new fragmented mobile-first consumer journey. Data-driven attribution (DDA) in DoubleClick Search solves this by helping you better understand the value of each ad click throughout your customer’s journey.

Create a model that fits your needs

Machine learning sets DDA in DoubleClick Search apart from rules-based attribution models. Unlike those models, DDA calculates the value of each ad click using your Floodlight conversion data, including conversions that happen across devices and browsers. By looking at all the clicks that happen across all those conversions, DDA can assign more value to the clicks that are driving conversions, and less value to those that don't.

Over time, your model will become more accurate as more data becomes available to inform your bids with. You can also customize your DDA model to fit your business goals.

DDA gets results

Here’s how DDA has already created value for advertisers around the world:



“Data-driven attribution has taken our campaign performance to the next level. By creating tailored attribution models for both new and existing customer journeys, we’re able to easily see which campaigns are contributing to our chosen business objective,” says Matt Darbon, Online Marketing at Waitrose. The British supermarket chain decreased its cost-per-order by nearly 40% while significantly increasing sales volume.




Walks of Italy provides immersive tour experiences around Italy's major cities and attractions. Using DDA and Smart Bidding, the brand saw a 31% increase in ticket sales, compared to 11% for other non-brand campaigns not running on DDA bid strategies. It also saw 25% growth in overall return on investment (ROI).




Volkswagen Group, one of the world’s leading vehicle manufacturers, saw sales leads increase by nearly 6% and cost-per-lead decrease by 17% in Brazil with DDA.






TalkTalk, the UK’s leading value-for-money telecoms provider, partnered with mSix to implement DDA for its campaigns. As a result, the brand saw its total volume of sales increase by 9% while maintaining its cost-per-acquisition.




Make DDA work for your business

Here are some best practices to help ensure your data-driven attribution models are customized to meet your business goals:

  • Apply your customer and market knowledge. Create and apply DDA specific labels to your campaigns based on the role that Search activity plays in the customer journey. Learn more
  • Check the accuracy of your model with Floodlight columns. Once you’ve created your custom DDA model, create Floodlight columns for DDA conversions to ensure your model is set up correctly. Learn more
  • Track your performance against other models. For easier monitoring, add your DDA model to your favorite reports. Create a custom column that shows the percentage difference in conversion value assigned to keywords, campaigns and labels between your attribution models. Learn more
  • Re-evaluate keywords, campaigns and labels for performance. Now that you’re measuring the value of every click, you may discover that some of your campaigns are performing better than before. Make sure your budget and bids are updated based on the insights provided by DDA. Learn more
  • Automate your bids based on your new model. To get the full benefits of DDA, use Smart Bidding with your DDA model to automatically set optimal bids across your campaigns. Learn more

Learn more about data-driven attribution in the DoubleClick Search Help Center.

¹ Google Analytics MCF data for single device measurement, Feb. 2017
² Google/Forrester, "Cross Channel Attribution is Needed to Drive Marketing Effectiveness," May 2014, U.S.
Posted by Michel van Luijtelaar
Measurement & Attribution Specialist, DoubleClick Search

AdWords Express helps small businesses grow online in 14 new countries

AdWords Express was created in 2011 to make advertising on Google accessible to businesses owners without advanced online advertising skills or the resources to hire an expert. AdWords Express has since expanded and, as of this month, is available in 14 new countries and 10 new languages. This expansion follows a recent launch that allows your business to prioritize ad goals, whether those are customer calls, visits to your store, or actions to your website.

adwords-14countries.jpg
AdWords Express launched in these 14 countries. 

Gourmet treats become a local hit in Ukraine with AdWords Express

Daryna.png

Earlier this year, Daryna Pletnyova was looking for a fruit bouquet for her father’s birthday but couldn’t find a local shop in Kiev that could make one. After buying the supplies and arranging her own fruit bouquet, she decided she loved arranging so much that she started Tasty Bouquets, which makes custom bouquets out of gourmet treats, like sausage.

Daryna heard about AdWords Express at a small business event and decided to give it a try. She had used online advertising tools before but found they didn’t drive actual sales. “With AdWords Express though, I only spent 15 to 20 minutes setting up three ads,” says Daryna, “and I got my first calls from customers the next day.”

Advertisers like Daryna are getting results based on their advertising goal. Since Daryna’s goal is to receive calls, AdWords Express optimizes her ads to deliver more calls, not just clicks. “Now my phone is always ringing, and I’m selling 2-3 bouquets every day,” she says.

AWX_google_pixel_phone_white_TastyBouquets.png

Daryna used Google’s free website builder to create a landing page for her ads

The web isn’t just a place for businesses with big budgets or advertising expertise. With AdWords Express now available in 42 countries and 41 languages, we’re excited to help more small businesses across the world reach new customers online.


You can start advertising on Google today by signing up here.

Preventing unauthorized inventory

Advertising should be free of invalid activity – including unauthorized, misrepresented, and fake ad inventory – which diverts revenue from legitimate publishers and tricks marketers into wasting their money. Earlier this year we worked with the IAB Tech Lab to create the ads.txt standard, a simple solution to help stop bad actors from selling unauthorized inventory across the industry. Since then, we’ve shared our plans to integrate the standard into our advertiser and publisher advertising platforms.

As of November 8th, Google’s advertising platforms filter all unauthorized ad inventory identified by published ads.txt files:
  • Marketers and agencies using DoubleClick Bid Manager and AdWords will not buy unauthorized impressions as identified by publishers’ ads.txt files.
  • DoubleClick Ad Exchange and AdSense publishers that use ads.txt are protected against unauthorized inventory being sold in our auctions.

Preventing the sale of unauthorized inventory depends on having complete and accurate ads.txt information. So, to make sure our systems are filtering traffic as accurately as possible, we built an ads.txt crawler based on concepts used in our search index technology. It scans all active sites across our network daily, over 30m domains, for ads.txt files, to prevent unauthorized inventory from entering our systems.



The adoption of ads.txt has been growing quickly and the standard is reaching scale across publishers:
  • Over 100,000 ads.txt files have been published
  • 750 of the comScore 2,000 have ads.txt files
  • Over 50% of inventory seen by DBM comes from domains with ads.txt files

We believe ads.txt is a significant step in cleaning up bad inventory and it's great to have the broad support of our partners like L’Oreal, Omnicom Media Group, and the Financial Times.
“Consumers place enormous value on the ability to trust brands, which is why transparency in advertising is a top priority at L’Oreal. We look forward to collaborating with Google on this initiative as we continue to encourage the industry to follow suit.”
- Marie Gulin-Merle, CMO L’Oreal USA
"Removing counterfeit inventory from the ecosystem is critical to maintaining trust in digital. The simple act of publishing an ads.txt file helps provide the transparency we need to quickly reduce counterfeit inventory from harming our clients."
- Steve Katelman, EVP Global Strategic Partnerships, Omnicom Media Group
“It's great to see adoption of ads.txt across the industry and we're happy to see Google put their support behind this initiative. By eliminating counterfeit inventory from the ecosystem, marketers' budgets will work that much harder and revenue will reach real working media to fund the independent, high-quality journalism which society depends upon."
- Anthony Hitchings, Digital Advertising Operations Director, Financial Times

It’s amazing to see how fast the industry is adopting ads.txt, but there is still more to be done. Supporting industry initiatives like ads.txt is critical to maintaining the health of the digital advertising ecosystem. That’s why we’ll continue to invest and innovate to make the ecosystem more valuable, transparent, and trusted for everyone.

Posted by Per Bjorke
Product Manager, Google Ad Traffic Quality

Preventing unauthorized inventory

Advertising should be free of invalid activity – including unauthorized, misrepresented, and fake ad inventory – which diverts revenue from legitimate publishers and tricks marketers into wasting their money. Earlier this year we worked with the IAB Tech Lab to create the ads.txt standard, a simple solution to help stop bad actors from selling unauthorized inventory across the industry. Since then, we’ve shared our plans to integrate the standard into our advertiser and publisher advertising platforms.

As of November 8th, Google’s advertising platforms filter all unauthorized ad inventory identified by published ads.txt files:
  • Marketers and agencies using DoubleClick Bid Manager and AdWords will not buy unauthorized impressions as identified by publishers’ ads.txt files.
  • DoubleClick Ad Exchange and AdSense publishers that use ads.txt are protected against unauthorized inventory being sold in our auctions.

Preventing the sale of unauthorized inventory depends on having complete and accurate ads.txt information. So, to make sure our systems are filtering traffic as accurately as possible, we built an ads.txt crawler based on concepts used in our search index technology. It scans all active sites across our network daily, over 30m domains, for ads.txt files, to prevent unauthorized inventory from entering our systems.



The adoption of ads.txt has been growing quickly and the standard is reaching scale across publishers:
  • Over 100,000 ads.txt files have been published
  • 750 of the comScore 2,000 have ads.txt files
  • Over 50% of inventory seen by DBM comes from domains with ads.txt files

We believe ads.txt is a significant step in cleaning up bad inventory and it's great to have the broad support of our partners like L’Oreal, Omnicom Media Group, and the Financial Times.
“Consumers place enormous value on the ability to trust brands, which is why transparency in advertising is a top priority at L’Oreal. We look forward to collaborating with Google on this initiative as we continue to encourage the industry to follow suit.”
- Marie Gulin-Merle, CMO L’Oreal USA
"Removing counterfeit inventory from the ecosystem is critical to maintaining trust in digital. The simple act of publishing an ads.txt file helps provide the transparency we need to quickly reduce counterfeit inventory from harming our clients."
- Steve Katelman, EVP Global Strategic Partnerships, Omnicom Media Group
“It's great to see adoption of ads.txt across the industry and we're happy to see Google put their support behind this initiative. By eliminating counterfeit inventory from the ecosystem, marketers' budgets will work that much harder and revenue will reach real working media to fund the independent, high-quality journalism which society depends upon."
- Anthony Hitchings, Digital Advertising Operations Director, Financial Times

It’s amazing to see how fast the industry is adopting ads.txt, but there is still more to be done. Supporting industry initiatives like ads.txt is critical to maintaining the health of the digital advertising ecosystem. That’s why we’ll continue to invest and innovate to make the ecosystem more valuable, transparent, and trusted for everyone.

Posted by Per Bjorke
Product Manager, Google Ad Traffic Quality

A merry mobile holiday with Google Shopping

In those spare moments between basting the turkey, assembling gingerbread houses, and planning your ugly-sweater party, you might find yourself reaching for your phone to research holiday gifts you still need to buy. You’re not alone: With information readily available at the swipe of a finger, holiday shoppers are doing more research before buying than ever before. Indeed, Black Friday searches containing “best” have more than doubled over the past two years on mobile. People are also scrutinizing products from every angle, including the packaging—mobile watchtime of unboxing videos is equivalent to watching “Love Actually” over 20 million times!


Before you head “over the river and through the woods” to deliver your presents this season, we’re introducing improvements to mobile shopping experiences on Google that’ll help you browse, research, compare, and get the items crossed off your holiday gift list.


What’s hot on the list this year  

As always, there's a new crop of gifts climbing the trends chart. Here's a look at popular searches going into Black Friday:



Get the shopping scoop in a snap

To help you search for gifts on the go, we recently redesigned mobile shopping on Google, bringing more product information to the forefront. Click the “Quick View” button in the Google Shopping ad to preview details like a bigger image, product description, reviews and seller rating—and to see if you can score a good deal by checking if it’s on sale. If you see an item that’s almost perfect but not quite what you want, scroll down to view visually similar or related products underneath, or to discover more products from the same brands or retailers.

1.0 - 5th ave.gif

More quickly and easily research, compare and narrow down your gift options

We know you’ve got limited time and lots of gifts to buy. Knowing that researching items and comparing prices are two of the most common mobile shopping activities, we recently introduced enhancements to the knowledge panel on Google.com to help you quickly find product photos, videos, reviews, descriptions and more.


To help you further narrow down your options and give you deeper insight into potential purchases, we’re now showing buying guides on Google for broad categories (like sewing machines or coffee grinders).

2.0 - Research.png

Also, when you search for a specific product, Google.com now shows you other helpful information, like related items, and allows you to compare reviews, prices and other specs, side by side. And if you’re searching for tech gadgets, we’ll help ensure that you're looking at the latest and greatest. You’ll now see a label alerting you there’s a “newer model available” if you're browsing last year’s product.

3.0 - ALL.png

Shop by voice with the Google Assistant

As much as we try to plan ahead, procrastination happens. If you find yourself looking for something at the last minute, try using your Google Assistant to see where you can purchase needed items nearby by saying “Ok Google, where can I buy…”, or to get it sent right to your doorstep by saying “Ok Google, buy…”. Heading into the holidays, we see people with a Google Home device—which enables voice shopping with the Google Assistant—are using their voice to most frequently buy or add everyday essentials like paper towels or pet food to their shopping lists. We’re also seeing people using voice to find other types of products to prep for the holidays —including kitchen tools like basting brushes to perfectly glaze those Thanksgiving dishes, toys to slip under the tree, or fuzzy blankets to keep warm by the fireplace.


Whether you’re researching on your phone or shopping with your voice, we wish you happy deal-hunting this holiday season!

A merry mobile holiday with Google Shopping

In those spare moments between basting the turkey, assembling gingerbread houses, and planning your ugly-sweater party, you might find yourself reaching for your phone to research holiday gifts you still need to buy. You’re not alone: With information readily available at the swipe of a finger, holiday shoppers are doing more research before buying than ever before. Indeed, Black Friday searches containing “best” have more than doubled over the past two years on mobile. People are also scrutinizing products from every angle, including the packaging—mobile watchtime of unboxing videos is equivalent to watching “Love Actually” over 20 million times!


Before you head “over the river and through the woods” to deliver your presents this season, we’re introducing improvements to mobile shopping experiences on Google that’ll help you browse, research, compare, and get the items crossed off your holiday gift list.


What’s hot on the list this year  

As always, there's a new crop of gifts climbing the trends chart. Here's a look at popular searches going into Black Friday:



Get the shopping scoop in a snap

To help you search for gifts on the go, we recently redesigned mobile shopping on Google, bringing more product information to the forefront. Click the “Quick View” button in the Google Shopping ad to preview details like a bigger image, product description, reviews and seller rating—and to see if you can score a good deal by checking if it’s on sale. If you see an item that’s almost perfect but not quite what you want, scroll down to view visually similar or related products underneath, or to discover more products from the same brands or retailers.

1.0 - 5th ave.gif

More quickly and easily research, compare and narrow down your gift options

We know you’ve got limited time and lots of gifts to buy. Knowing that researching items and comparing prices are two of the most common mobile shopping activities, we recently introduced enhancements to the knowledge panel on Google.com to help you quickly find product photos, videos, reviews, descriptions and more.


To help you further narrow down your options and give you deeper insight into potential purchases, we’re now showing buying guides on Google for broad categories (like sewing machines or coffee grinders).

2.0 - Research.png

Also, when you search for a specific product, Google.com now shows you other helpful information, like related items, and allows you to compare reviews, prices and other specs, side by side. And if you’re searching for tech gadgets, we’ll help ensure that you're looking at the latest and greatest. You’ll now see a label alerting you there’s a “newer model available” if you're browsing last year’s product.

3.0 - ALL.png

Shop by voice with the Google Assistant

As much as we try to plan ahead, procrastination happens. If you find yourself looking for something at the last minute, try using your Google Assistant to see where you can purchase needed items nearby by saying “Ok Google, where can I buy…”, or to get it sent right to your doorstep by saying “Ok Google, buy…”. Heading into the holidays, we see people with a Google Home device—which enables voice shopping with the Google Assistant—are using their voice to most frequently buy or add everyday essentials like paper towels or pet food to their shopping lists. We’re also seeing people using voice to find other types of products to prep for the holidays —including kitchen tools like basting brushes to perfectly glaze those Thanksgiving dishes, toys to slip under the tree, or fuzzy blankets to keep warm by the fireplace.


Whether you’re researching on your phone or shopping with your voice, we wish you happy deal-hunting this holiday season!

Source: Search


A merry mobile holiday with Google Shopping

In those spare moments between basting the turkey, assembling gingerbread houses, and planning your ugly-sweater party, you might find yourself reaching for your phone to research holiday gifts you still need to buy. You’re not alone: With information readily available at the swipe of a finger, holiday shoppers are doing more research before buying than ever before. Indeed, Black Friday searches containing “best” have more than doubled over the past two years on mobile. People are also scrutinizing products from every angle, including the packaging—mobile watchtime of unboxing videos is equivalent to watching “Love Actually” over 20 million times!


Before you head “over the river and through the woods” to deliver your presents this season, we’re introducing improvements to mobile shopping experiences on Google that’ll help you browse, research, compare, and get the items crossed off your holiday gift list.


What’s hot on the list this year  

As always, there's a new crop of gifts climbing the trends chart. Here's a look at popular searches going into Black Friday:



Get the shopping scoop in a snap

To help you search for gifts on the go, we recently redesigned mobile shopping on Google, bringing more product information to the forefront. Click the “Quick View” button in the Google Shopping ad to preview details like a bigger image, product description, reviews and seller rating—and to see if you can score a good deal by checking if it’s on sale. If you see an item that’s almost perfect but not quite what you want, scroll down to view visually similar or related products underneath, or to discover more products from the same brands or retailers.

1.0 - 5th ave.gif

More quickly and easily research, compare and narrow down your gift options

We know you’ve got limited time and lots of gifts to buy. Knowing that researching items and comparing prices are two of the most common mobile shopping activities, we recently introduced enhancements to the knowledge panel on Google.com to help you quickly find product photos, videos, reviews, descriptions and more.


To help you further narrow down your options and give you deeper insight into potential purchases, we’re now showing buying guides on Google for broad categories (like sewing machines or coffee grinders).

2.0 - Research.png

Also, when you search for a specific product, Google.com now shows you other helpful information, like related items, and allows you to compare reviews, prices and other specs, side by side. And if you’re searching for tech gadgets, we’ll help ensure that you're looking at the latest and greatest. You’ll now see a label alerting you there’s a “newer model available” if you're browsing last year’s product.

3.0 - ALL.png

Shop by voice with the Google Assistant

As much as we try to plan ahead, procrastination happens. If you find yourself looking for something at the last minute, try using your Google Assistant to see where you can purchase needed items nearby by saying “Ok Google, where can I buy…”, or to get it sent right to your doorstep by saying “Ok Google, buy…”. Heading into the holidays, we see people with a Google Home device—which enables voice shopping with the Google Assistant—are using their voice to most frequently buy or add everyday essentials like paper towels or pet food to their shopping lists. We’re also seeing people using voice to find other types of products to prep for the holidays —including kitchen tools like basting brushes to perfectly glaze those Thanksgiving dishes, toys to slip under the tree, or fuzzy blankets to keep warm by the fireplace.


Whether you’re researching on your phone or shopping with your voice, we wish you happy deal-hunting this holiday season!

Three new tools to improve the performance of your holiday campaigns

With the all important holiday shopping season about to begin, you can’t afford to miss any revenue opportunity. But you also need to be careful about how much you push your already stretched team. This is why we recently introduced three new tools, available to all DoubleClick Bid Manager accounts, that will help you reach more consumers while reducing manual work.

Expand your reach

First, as part of the new planning workflow in DoubleClick Bid Manager, we recently launched a new campaign object that lets you group Insertion Orders (IOs), so you can more efficiently manage your ad buys. For example, this will help you improve the reach of your campaign by allowing you to set up frequency capping across Programmatic Direct deals and open auction IOs, so you can be sure that your open auction campaigns reach consumers who haven’t been already exposed to your ads. You can create a new campaign in just a few simple steps*.

Second, we have introduced a slider that lets you expand your similar audience lists* so you can choose if you want maximum reach, higher similarity or a balance of the two. For example if you’re a toy retailer, your sales during the holiday season are likely going to be critical in determining your success for the entire year. To capture the increased holiday demand, you can use the slider to choose to reach the most possible consumers who look like your frequent purchasers. Once the sales peak has passed, you can scale your similar audience campaigns back to focus on more similarity.

You can find the new expansion slider in the Audience lists targeting tab of your line item level settings.

Optimize campaigns faster

By following the steps above, you can improve the setup of your campaigns and give them the best chance of success, but once your campaigns are up and running, you need a fast way to spot if things are not going according to plan. To help you with this, we recently introduced a new optimization view that allows you to quickly focus on campaigns that are not on track to achieve their spend and performance goals.

Once you know where you should focus your attention, you’ll be able to quickly determine what is driving the poor performance. By segmenting the data along dimensions (site, time of day, day of week, environment and more), you can easily see what is impacting performance.

In addition to surfacing key insights, the optimization view also provides suggestions on how you could optimize Line Item budgets within an IO. This way you can spend time making strategic decisions and not calculating how you should re-allocate budget across different Line Items.


Since using the new optimization view, our partner OMD Australia has been getting more granular insights faster:

"The optimization view has been helping us get quick insights, such as top performing placements and times of day. With this information we can immediately change our strategies to boost campaign performance without having to manually pull reports."
- Jiff Kumar, Programmatic Trader at OMD Sydney

You can access the new optimization view* at the IO or Line Item level by selecting Optimization from the drop down menu next to the New Insertion Order or New Line Item buttons in the DoubleClick Bid Manager.

Posted by Deirdre Athaide and Rod Lopez
Product Managers, DoubleClick Bid Manager


*A DoubleClick Bid Manager account is required to visualize the article.

Google Analytics 360 + Salesforce: A Powerful Combination

Cross-posted from the Google Analytics blog

We often hear from marketers how challenging it is to piece together online and offline customer interactions in order to see a complete view of a customer’s journey. That’s why we’re excited to share that Google and Salesforce are working together to seamlessly connect sales, marketing and advertising data for the first time, giving you the full view of what’s working and what isn’t as customers engage with your ads, websites, apps, emails, call centers, field sales teams and more.

Today at Dreamforce, Google and Salesforce are announcing a strategic partnership to deliver four new, turnkey integrations between Google Analytics 360, Salesforce Sales Cloud and Salesforce Marketing Cloud:
  • Sales data from Sales Cloud will be available in Analytics 360 for use in attribution, bid optimization and audience creation
  • Data from Analytics 360 will be visible in the Marketing Cloud reporting UI for a more complete understanding of campaign performance
  • Audiences created in Analytics 360 will be available in Marketing Cloud for activation via direct marketing channels, including email and SMS
  • Customer interactions from Marketing Cloud will be available in Analytics 360 for use in creating audience lists

These new connections between our market-leading digital analytics solution and Salesforce’s market-leading customer relationship management (CRM) platform will change the game for how our clients understand and reach their customers — and how they measure the impact of their marketing. These integrations are fully consistent with our privacy policies and have settings that offer privacy controls and choice on how data is used.

By integrating your customer data, you can see a customer’s path from awareness all the way through to conversion and retention. And with connections to Google’s ad platforms and Salesforce’s marketing platform, you can quickly take action, engaging them at the right moment. You'll see these new integrations begin to arrive in the first half of 2018.

Example of a complete customer journey funnel in Google Analytics 360 joining website data (pageviews, leads submitted) with pipeline data from Sales Cloud (lead and opportunity stages); example also shows a prompt to create a new audience segment to take action

New insights

Until now, businesses have not been able to connect offline interactions, such as an estimate provided by a call center rep or an order closed by a field sales rep, with insights on how customers use digital channels. With the connection between Sales Cloud and Analytics 360, soon you’ll be able to include offline conversions in your attribution modeling when using Google Attribution 360, so you’ll have a more complete view of ROI for each of your marketing channels and even more reason to move away from a last-click attribution method. This integration will also let you see how your most valuable customers engage with your digital properties, answering some important questions like, what are they looking for and are they actually finding what they need?

With the integration allowing data from Analytics 360 to be visible in Marketing Cloud, you’ll gain a more complete understanding of how your marketing campaigns perform. For example, if you send an email campaign to frequent shoppers to promote your fall fashion line, you’ll be able to see right in Marketing Cloud information such as how many pages people visited when they came to your site, the number of times people clicked on product details to learn more, and how many people added items to their shopping cart and converted.

Easy to take action

Today, Google Analytics allows you to create audience lists and goals that you can easily send to AdWords and DoubleClick for digital remarketing and to optimize bids. With the new connection from Sales Cloud to Analytics 360, in addition to unlocking new insights and more data for attribution modeling, you’ll be able to combine Salesforce data (such as sales milestones or conversions) with behavioral data from your digital properties to create richer audiences and for smarter bidding.

For example, if you’re a residential solar panel company and want to find new customers, you can create an audience in Analytics 360 of qualified leads from Sales Cloud and use AdWords or DoubleClick Bid Manager to reach people with similar characteristics. Or, create a goal in Analytics 360 based on leads marked as closed in Sales Cloud, and automatically send that goal to AdWords or DoubleClick Search to optimize your bidding and drive more conversions.

With the Analytics 360 connection to Marketing Cloud, you’ll be able to use customer insights to take action in marketing channels beyond Google’s ad platforms, such as email, SMS or push notification. For example, you can create an audience in Analytics 360 of customers who bought a TV on your site and came back later to browse for home theater accessories, and use that list in Salesforce to promote new speakers with a timely and relevant email.

Powerful combination

Every day, Google Analytics processes hundreds of billions of customer moments, Salesforce Marketing Cloud sends 1.4 billion emails, and there are over 5 million leads and opportunities created in Salesforce Sales Cloud. These new integrations represent a powerful combination, and we believe they will help marketers take a big step closer to the ultimate dream: providing every customer with a highly relevant experience at each step of their journey.

You’ll see these new joint capabilities become available beginning in 2018, and we'll be sure to keep you updated along the way. Contact us here if you would like to learn more about Analytics 360. We hope you’re as excited as we are!

Posted by Babak Pahlavan
Senior Director of Product Management, Measurement & Analytics

The Google Analytics 360 + Salesforce integrations are just one part of a broader strategic alliance announced today between Google and Salesforce. Read about new integrations between G Suite and Salesforce and a new partnership between Google Cloud and Salesforce here.