Tag Archives: Advertisers

Working with the industry towards a fraud-free media supply chain

Advertising fraud is a complex challenge, but one that we are working to simplify for our partners. That’s why we’ve developed sophisticated systems, including over 180 automated filters and detection algorithms, to prevent invalid traffic from impacting our clients. For years, we’ve used these technologies to protect Google-owned media properties from invalid traffic and now we’re working to expand them to help the rest of the ecosystem.

Today we’d like to highlight three areas we are investing in, for DoubleClick Bid Manager, to help our partners build trust in the advertising supply chain.

Automating refunds for invalid traffic

In the coming months, we’ll be implementing new infrastructure to further automate the refund process for invalid traffic. Supply partners like AppNexus, Index Exchange, OpenX, Teads, Telaria and DoubleClick Ad Exchange have been very supportive of these changes and have committed to provide advertisers with refunds for invalid traffic detected up to 30-days after monthly billing.

“At OpenX, we believe it is the responsibility of every participant in the market to commit to providing a high quality, transparent and fraud free advertising marketplace. The industry must work together to advance a clean, well-lit ecosystem to be successful in eliminating the scourge of fraud from the market. We are pleased to partner with DoubleClick on this important effort to cut off funding for criminal actors and advance trust for our entire industry.”
-- Ian Davidson, OpenX

These commitments, along with others, cover over 90% of the available inventory in DoubleClick Bid Manager. Soon, we’ll identify in Bid Manager which supply partners provide refunds for invalid traffic and offer advertisers the option to buy only from those sources. This will make it easier for our customers to collect refunds for invalid activity.

Increasing transparency on invalid traffic we’ve filtered

It’s hard to prevent invalid activity if you don’t know how you’re being impacted. That’s why we’re investing in reporting features to give advertisers and supply partners greater visibility into what our invalid traffic defenses detect.

With these new features, advertisers will be able to see and understand the amount of invalid traffic detected in their campaigns both pre-bid and post-serve, including breakdowns by categories like data center traffic, automated browsers, and falsely represented inventory. Supply partners will receive reporting on the sources and amounts of invalid traffic that our systems are post-serve filtering from their platforms. By providing our customers and supply partners with access to this data we hope to provide more transparency into the sources of invalid traffic, facilitate conversations with third parties, and make sure our clients’ media spend does not enrich bad actors.
Example of an upcoming change to our user interface showing the sources of invalid traffic.

Support for ads.txt

Beyond our own platforms, we are fully supportive of industry initiatives to improve the health of the advertising ecosystem and combat ad fraud. Recently, the IAB Tech Lab released the ads.txt standard to increase supply chain transparency and make it more difficult to sell counterfeit inventory. It defines a simple method for publishers to publicly declare who is authorized to sell or resell their digital advertising inventory.

We believe the ads.txt standard is a significant step forward in the fight against ad fraud, and by the end of October, DoubleClick Bid Manager will only buy a publisher’s inventory from sources identified as authorized sellers in its ads.txt file when a file is available.

The success of ads.txt will be defined by the extent of its adoption, and it’s great to see healthy adoption by publishers since the standard was finalized.
These changes are just some of the things we’re doing to help combat ad fraud and increase transparency in the advertising supply chain, and it’s been great partnering with Nissan Motor Corporation and GroupM as we developed these solutions.
“Google has been a proactive partner helping us fight ad fraud. At Nissan, we look to Google, all publishers, as well as media agencies, to take their responsibility to clean up the inventory supply chain. It is therefore good to see that we’re gaining momentum to address this issue. We all need to embrace and demand new solutions to further accelerate this clean-up. That’s why we strongly urge all publishers we work with to adopt ads.txt to help keep the supply chain accountable and ensure marketer dollars are driving real results.” -- Roel de Vries, Nissan Motor Corporation
"We're extremely supportive of the steps Google is taking to bring transparency and accountability to the digital supply chain. It's critical that we have partners who are as dedicated as we are to protecting brands from ad fraud and we look forward to working together solve this issue for our clients." -- Rob Norman, GroupM

There’s no doubt that this is a complex problem, but if we continue to work together, we’re confident that we can address this challenge.

Posted by Payam Shodjai
Director, Product Management

Bringing video ads into view

For an ad to have impact, being seen isn’t just important, it’s fundamental. That’s why measuring the viewability of advertising matters so much. Today, we’re releasing new research to help the industry better understand video ad viewability rates around the world and across devices, and announcing updates to our Active View measurement technology that helps advertisers place their ads where they have a better chance to be seen.

The current state of video ad viewability

Last year, we announced that globally, average video ad viewability on YouTube grew to 93%, significantly higher than the 66% average video ad viewability across the rest of the web and apps. Today, this number is even higher: Globally, average YouTube video ad viewability is now 95%, while the average video ad viewability across the rest of the web and apps remains at 66%.1 And what’s more, 95% of YouTube ads are audible.2

Read the full “State of Video Ad Viewability” report to see viewability rates across different inventory types and devices around the world.

New Active View optimization strategies in DoubleClick Bid Manager

To ensure all of your video ads are being seen and heard, not just those on YouTube, we’re launching two new Active View bid optimization strategies in DoubleClick Bid Manager for video ads on the rest of the web and apps, where video ad viewability is lower. This includes the ability to optimize towards a video ad that is viewable on screen for at least 10 seconds, or towards a video ad that completes in view and is audible.

Active View optimization uses machine learning to maximize the impressions that meet your viewability and audibility goals. Specifically, this means that Active View factors in signals like video player size, domain and position on page to determine the optimal bid for each impression, so you get the most from your marketing budget. These new bidding strategies allow you to improve view-through rate for situations when you need to know that your audience is paying attention — if, for example, you need more time to explain your offering, or if your branding or logo doesn’t show up until the end of the video.

These two new Active View bid optimization strategies are now available in Bid Manager for all advertisers globally, building on our existing Active View bid optimization strategies that help you deliver against viewable CPM goals.

Advanced Active View metrics for all of your video ads

Earlier this year we announced enhanced reporting for YouTube TrueView campaigns in DoubleClick. Now, we're expanding on that announcement and making new Active View metrics available in DoubleClick Campaign Manager and DoubleClick Bid Manager for all of your video ads, not just YouTube.

These new viewability and audibility metrics allow you to uncover deep insights into creative performance and user attention, including:

Studies have shown that the longer a user views your ad, the higher the lift in brand metrics like brand awareness and consideration. With new viewability and audibility metrics in DoubleClick, you can get closer to understanding which of your video ads are holding the attention of your viewers, and are thus most likely to make an impact, and which you need to improve in order to deliver more impact.

And, because DoubleClick Campaign Manager is MRC-accredited for viewable video ad impressions for desktop web, mobile web and mobile app, when you view these metrics in Campaign Manager you can feel confident that they’ve undergone a stringent, independent audit. We are also in the process of seeking MRC accreditation for video impressions and viewability statistics in both AdWords and DoubleClick Bid Manager.

Today’s announcements are the next evolution of Active View and reflect our commitment to empowering you with the data and tools you need to ensure your ads are capturing attention. Visit the Help Center to see all available metrics in Campaign Manager and Bid Manager reports.
Posted by Babak Pahlavan
Senior Director of Product Management, Analytics Solutions and Measurement, Google
Google and DoubleClick advertising platforms data, May 2017
Google Internal Data, Global, August 2016 (when volume is at least 10% for YouTube ads)

Scale your marketing with improved feed-based automation

If your business offers a large number of products or services, it can be difficult to manually create and manage keywords and ads for each and every one of them. Inventory keyword campaigns allow you to automatically convert your product catalog to highly relevant, up-to-date search ads. Today we’re providing additional flexibility and scale to feed-based automation with new upgraded inventory management. You can now automatically create thousands of campaigns, ad groups, keywords and other items based off any feed.

Endless possibilities with one easy setup

Getting started with upgraded inventory management is easy. First, connect the feed you want to use. Then, create an inventory plan. Finally, create templates for your campaigns, ad groups, keywords, ads, and other items. DoubleClick will automatically create thousands of each item at once, so you don’t have to. When creating new items, you can save time by editing your existing templates instead of starting from scratch.

Let’s say you’re a clothing retailer looking to promote your new line of Fall dress styles. Through a single setup, you can create an inventory plan that uses your dresses product feed to automatically generate a campaign for each and every dress style. Then for each dress style campaign, create thousands of relevant keywords, sitelinks, and more.

Show more relevant ads

Your ads will always be up to date as they’ll automatically reflect any changes to your feed. You can customize almost anything using your feed and apply functions and rules to that data. For example, show how many dresses are available by applying the COUNT function to the headline of your ad template. You can also apply a rule to automatically pause these ads when you sell out of that particular dress.

Holiday Hypermarket, a popular UK travel aggregator, uses upgraded inventory management to help improve its ad targeting and increase efficiency. The brand saw click through rates increase by 88%, ROI increase by 11% and saved upwards of 30 hours in campaign creation.

“Upgraded inventory management’s ability to generate entire campaigns based off of templates has saved us many hours in legwork. We can now focus our time on running and optimizing campaigns.”
- Ruaridh Stewart, Senior Account Manager, Periscopix
You can learn more about upgraded inventory management in the DoubleClick Search Help Center.
Posted by Henry Tappen
Product Manager, DoubleClick Search

Building a better web for everyone

Cross-posted from The Keyword

The vast majority of online content creators fund their work with advertising. That means they want the ads that run on their sites to be compelling, useful and engaging--ones that people actually want to see and interact with. But the reality is, it’s far too common that people encounter annoying, intrusive ads on the web--like the kind that blare music unexpectedly, or force you to wait 10 seconds before you can see the content on the page. These frustrating experiences can lead some people to block all ads--taking a big toll on the content creators, journalists, web developers and videographers who depend on ads to fund their content creation.

We believe online ads should be better. That’s why we joined the Coalition for Better Ads, an industry group dedicated to improving online ads. The group’s recently announced Better Ads Standards provide clear, public, data-driven guidance for how the industry can improve ads for consumers, and today I’d like to share how we plan to support it.

New tools for publishers

The new Ad Experience Report helps publishers understand how the Better Ads Standards apply to their own websites. It provides screenshots and videos of annoying ad experiences we’ve identified to make it easy to find and fix the issues. For a full list of ads to use instead, publishers can visit our new best practices guide.

“We’ve always put our users first and fully support the Coalition’s Better Ads efforts and standards. At the same time, we deal with so many different websites and ad experiences it’s hard to tell at a glance which ads experiences we need to replace. The report’s videos and screenshots are incredibly helpful and make the Coalition’s research actionable for our teams. We’re impressed with the level of detail and transparency Google is providing and are 200% behind this initiative.”
- Troy Young, President, Hearst Digital Media

As part of our efforts to maintain a sustainable web for everyone, we want to help publishers with good ad experiences get paid for their work. With Funding Choices, now in beta, publishers can show a customized message to visitors using an ad blocker, inviting them to either enable ads on their site, or pay for a pass that removes all ads on that site through the new Google Contributor.

“Over the past year we’ve lost a substantial portion of revenue to ad blockers across all of our properties. Funding Choices allows us to have a conversation with visitors using ad blockers in a way we weren’t able to before. We’ve found that people are generally open to whitelisting once they understand that adblockers negatively impact our ability to create content for them—you just need a way to start that conversation.”
- Sam Savage, CEO Comicbook.com

Funding Choices is available to publishers in North America, U.K., Germany, Australia and New Zealand and will be rolling out in other countries later this year. Publishers should visit our new best practices guide for tips on crafting the right message for their audience.

Chrome support for the Better Ads Standards

Chrome has always focused on giving you the best possible experience browsing the web. For example, it prevents pop-ups in new tabs based on the fact that they are annoying. In dialogue with the Coalition and other industry groups, we plan to have Chrome stop showing ads (including those owned or served by Google) on websites that are not compliant with the Better Ads Standards starting in early 2018.

Looking ahead

We believe these changes will ensure all content creators, big and small, can continue to have a sustainable way to fund their work with online advertising.

We look forward to working with the Coalition as they develop marketplace guidelines for supporting the Better Ads Standards, and are committed to working closely with the entire industry—including groups like the IAB, IAB Europe, the WFA, the ANA and the 4A’s, advertisers, agencies and publishers—to roll out these changes in a way that makes sense for users and the broader ads ecosystem.

Posted by Sridhar Ramaswamy
Senior Vice President, Ads and Commerce

Helping you scale with new tools for customized marketing

At DoubleClick, we're always looking for new ways to help you drive growth and efficiency. This means giving you tools that let you scale and customize your marketing in a way that suits your business needs.

A pain-free bid strategy with Automated Bidding

Scale and customization are critical to effective media buying. But a dependence on manual processes is often painful, especially when you’re running thousands of campaigns. It’s time-consuming and prone to mistakes.

To ease this pain, we’ve rebuilt Automated Bidding from the ground up. Rather than trying to guess the best bidding strategy, you can use Automated Bidding to leverage deep insights informed by Google’s machine learning. You set your bidding strategy to meet campaign goals, such as conversions or viewable impressions, and DoubleClick does the work for you, analyzing dozens of signals to dynamically place bids on the most valuable impressions.

Automated Bidding is now available in all DoubleClick Bid Manager accounts.

Flexing to meet your business goals with Custom Algorithm

While Automated Bidding lets you scale your marketing campaigns to meet a number of common goals, many marketers have campaign objectives specific for their business.

We’re introducing Custom Algorithm to address this need. This solution lets you customize the DoubleClick Bid Manager algorithm based on your proprietary data and models. You can assign a value to each impression based on your own unique data, and then Bid Manager automatically optimizes your strategy against those values, rather than clicks or conversions.

Fully customizable to meet any campaign goal, Custom Algorithm offers brands in any industry a way to better drive results using their proprietary data and insights. For instance, a financial services company could customize the algorithm to serve more of their ads to consumers with a high credit score, while a retail advertiser could use their historical purchase data to reach people likely to make high-value purchases.

Custom Algorithm also creates opportunities in more complex scenarios. Google’s internal media buying team used Custom Algorithm for the launch campaign of the Pixel phone. With the aim of optimizing for viewable placements on premium inventory, the team used previous campaign results to build a media buying model to score impressions based on these two factors. They used Custom Algorithm to increase the number of impressions on premium placements, while reducing cost per viewable impression.

They saw great results: Impressions on premium inventory more than tripled and viewable CPM fell 34% when comparing to previous campaigns that didn't use this approach.

Custom Algorithm will launch in limited beta in June 2017 and roll out in full availability towards the end of the year.

Adapting your bids to the user’s context with Bid Multipliers

Automated Bidding and Custom Algorithm are new tools to help marketers automatically set their bids to reach their broader marketing goals. But the most effective bid strategies are ones that align to the user’s context.

For instance, imagine you want to adjust your bids based on the device consumers are using. Right now this process requires you to manually set these bids in separate line items.

We’re aiming to improve your productivity with Bid Multipliers. This new solution lets you set different bids for six dimensions all within the same line item, including device, site, audience lists, demographic, location and time of day. You can also adjust your bids to better reach particular customer segments. For example, if your customers are converting at a higher rate on mobile than desktop, you could shift your strategy to bid higher on mobile campaigns.

We’ll roll out Bid Multipliers to all DoubleClick Bid Manager accounts over the next few months.

We understand the leverage you can gain when we invest in tools that give you greater efficiency and help you scale. With these new solutions, we aim to increase your productivity and empower your team to achieve more impactful results.

Posted by Deepti Bhatnagar
Senior Product Manager, DoubleClick

Introducing Ads Data Hub: Next generation insights and reporting

Mobile has fundamentally changed how we live our lives. With our devices never more than an arm’s length away, people can find, watch or buy anything at anytime. That’s why earlier this year we shared that we’re developing a new, cloud-based measurement solution for YouTube, designed for a mobile world. Today, we’re announcing the beta for this solution, Ads Data Hub, to help advertisers get more detailed insights from their campaigns across screens while also protecting user privacy.

We are also announcing that Ads Data Hub is a solution not just for YouTube, but a tool that offers access to more data and helps unlock actionable insights across Google ad platforms, including the Google Display Network and DoubleClick. And with Ads Data Hub now in beta, we’re expanding who can use it.

Built on infrastructure from Google Cloud, including BigQuery, Ads Data Hub gives advertisers or their preferred measurement partners access to detailed, impression-level data about their media campaigns across devices in a secure, privacy-safe environment. Data from other sources, such as a CRM system or marketing database, can be incorporated as well. With this full view, advertisers or their partners can analyze the data and draw out insights specific to their business.

For example, if an e-commerce retailer wants to understand what the path to conversion looks like, they can bring additional online data about their customers into BigQuery, and Ads Data Hub will enable them to combine that data with their ads data so they can see what a typical journey is from first encountering a user until conversion.

Consistent with our commitment to privacy, no user-level data can be removed from the secure Cloud environment. Impression-level data is only accessible for the purposes of analysis and generating insights. In the future, advertisers will be able to act on the insights they get from Ads Data Hub and buy media with greater precision.

As an early alpha partner, Omnicom Media Group helped to define the solution and has seen significant value from both the amount of data available through Ads Data Hub and the broad set of analyses and custom queries that are possible.

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

With the shift to mobile, consumer behavior has changed for good. Marketers need tools to help them make sense of this new world, and Ads Data Hub is a key step forward.

Posted by Geoff Samek
Senior Product Manager, Ads Data and Privacy

Making marketing easier with new tools for productivity

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.
New workflow in DoubleClick Bid Manager
“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!
Posted by Paul Muret
Vice President of Display, Video and Analytics, Google
1 Google / TNS Connected Consumer Survey, US population 18+, n=1000, Q1 2016

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."
-‎Aaron Cocks, Online Marketing Optimization Manager, 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."
-‎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.

Posted by Jerry Dischler
Vice President, Product Management

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.

“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.”
-James Libor, Performance Marketing and Technology Manager
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.

Posted by Sridhar Ramaswamy
Senior Vice President, Ads & Commerce