Tag Archives: AdWords

Propel your mobile app growth with Universal App Campaigns

Throughout the day, when people want to go somewhere, watch something, or buy something, they reach for their mobile phones for help. And it's often a mobile app that delivers what they need — whether it's a new pair of running shoes or puzzle game to pass the time during a flight delay.

We launched Universal App Campaigns (UAC) two years ago to make it easier for you to grow your app business. UAC uses Google’s unique machine learning technology to help find the customers that matter most to you, based on your business goals — across Google Play, Google.com, YouTube and the millions of sites and apps in the Display Network.

Since then, UAC has delivered unprecedented growth and app engagement for developers and marketers. Advertisers that optimize for in-app actions with UAC, on average, drive 140% more conversions per dollar than other Google app promotion products.1

To help more advertisers take advantage of these benefits, we'll be focusing our efforts and moving all AdWords app install campaigns to UAC later this year. Starting on October 16th, all new app install campaigns created in AdWords will run on UAC. Existing Search, Display and YouTube app promo campaigns will stop running on November 15th, so it’s important to start upgrading to UAC as soon as possible.

Three easy steps to help you move your campaigns to UAC

  1. Review your current AdWords app promotion campaigns: log into AdWords > click the Ads tab and identify your top performing text, banner and video ads.
  2. Create a new UAC and set the right performance goal: build a new UAC by clicking the +Campaign drop-down menu from the "Campaigns" tab > select Universal app. Copy and paste any top performing creatives, especially images and videos, into your new UAC.
    • Set up AdWords conversion tracking through Google Analytics for Firebase, Google Play or one of our third-party App Attribution Partners to find more of your high-value users. Learn more
    • Then, choose the bidding option that best supports your business or campaign goals:

  1. Set the right bids: calculate the average CPI, CPA or ROAS of your existing campaigns as the starting point for your UAC performance goal. Then, monitor your new UAC and adjust bids over time to meet your goal, as there may be some natural changes in performance as you transition between campaign types.

Check out more Best Practices here.

How UAC helps you find more of the right app users

UAC uses machine learning to make the smartest decision for each ad, analyzing hundreds of millions of potential signal combinations in real time — like where people are engaging with your ads and which creatives and keywords perform best.
For example, we may learn that active PayPal users tend to search on Google Play for apps to transfer money to their friends. So, we’ll show more ads on those types of queries and related content.

Over the coming months, we'll deep dive into new features and continue to share best practices to help you get the most out of UAC.

1. Google Internal Data, July 2017

Source: Inside AdWords

Delivering more informative sitelinks, callouts and snippets

With more searches now happening on mobile than any other device, expectations for the mobile experience are higher than ever. In fact, over 65% of smartphone users now expect to get immediate information while using their smartphone.1 However, mobile constraints can make this difficult–smaller screens and higher latency often get in the way of you showing your customers what they want to know or buy.

Updates like expanded text ads have already helped to make mobile ads more useful and informative, and we’re continuing to build on those principles with extensions. That’s why, starting later this month, we’re changing how mobile ads show sitelinks, callouts and structured snippets.

Useful, tappable sitelinks

Sitelinks help you send people to specific pages on your site directly from your ad, like your store hours page, product pages and more. Going forward, we’re simplifying how mobile sitelinks will show by using both horizontal buttons and larger vertical links.

This makes it easy for you to send people to more relevant, deeper parts of your site–all while giving them the kind of tappable mobile experience they’ve come to expect. Early results show that people are twice as likely to interact with your sitelinks in this new format.2

Making callouts and snippets more readable

Callouts and structured snippets are extensions that provide additional information below your ad copy. Whether it’s to promote a unique offer or highlight a specific aspect of your business, they can be a great way to show off all that your business has to offer.

Previously, both of these extensions appeared in a separate line below your ad. Now, they’ll appear in-line with your ad copy in paragraph form. This means that, on average, more of your callouts and structured snippets will be available to show with your ad. Based on our user studies, people have found this new formatting to be more informative and engaging.3

Learn more about ad extensions in the Help Center, and read our best practices guide to learn how to make your extensions as appealing as possible.

1. Google / Ipsos Connect, Rising Consumer Expectations in the Micro-Moment, U.S., Dec. 2016
2. Google internal data
3. Google internal data

Source: Inside AdWords

Finding and Reaching Your Best Customers on YouTube

A recent ComScore study found that customers who visit a brand’s website after engaging with that brand on YouTube spend more than customers who come from anywhere else. The same study also showed that 20% of those customers will buy from that brand again in the future.1 As if in response, direct-response-focused advertisers who may have previously scoffed at video are rethinking their strategies. Read on to see how three such advertisers -- ForRent.com, Batteries Plus Bulbs, and CarGurus -- are now using YouTube to reach their highest value audiences.

ForRent.com reaches millennials and empty nesters at the same time
With Mike Bozeman, Vice President of Media Solutions
Through their consumer research, ForRent.com found that they could divide their audience into two groups you don’t normally see together -- millennials and empty-nesters. “Though these two audiences may seem dissimilar at first glance,” says Mike Bozeman, vice president of media solutions, “their housing spend habits actually look quite similar, and these housing spend habits make them both ForRent.com’s target consumer.”

ForRent.com already knew they’d be able to reach millennials on YouTube, but quickly realized that empty nesters conveniently are also spending more and more time on YouTube. Now the brand turns to YouTube to reach both of these audiences at the same time, with slightly different messages.

“We’re trying to segment and create a storyline that resonates with each consumer and ultimately drives awareness and consideration,” said Mike. To do so, in addition to using keyword and channel targeting, ForRent.com used in-market segments to reach people in-market to rent and lookalike audiences to reach people similar to others that have already visited ForRent.com. “YouTube’s advanced targeting options are working great so far -- so much so that we even stopped all our print advertising in January.”

According to Mike, “We’re still experimenting with formats to figure out what the best mix looks like. But today we lean into TrueView for introducing our brand and bumpers to re-engage people in a nice, quick way. We’ve already seen a 1200% increase in brand interest alone. But beyond that, we’re seeing that about 20% of people coming from YouTube end up searching for an apartment at ForRent.com.”

Car Gurus brings an edge to YouTube
With Sarah Welch, Senior VP of Marketing

For performance advertiser CarGurus, YouTube is primarily a top-of-the-funnel, attention-grabbing solution. “Because of its unparalleled reach among video platforms, we rely on YouTube to tell our brand story and extend the reach of our brand in effective and interesting ways,” says Sarah Welch, senior VP of marketing at CarGurus.

CarGurus’ video media strategy relies on using TrueView and 6-second bumper ads to build awareness among In-Market Auto Shoppers who haven’t yet visited CarGurus site. “Car shopping isn’t something people do every day,” says Sarah, “or even every year, so we want to make sure that when people are actually in market, we reach them.” In addition to In-Market Audience targeting on YouTube, the brand is now taking advantage of the newly available option to leverage Google Search data in its YouTube campaigns as well. Employing YouTube’s powerful audience tools, CarGurus reached 12.5 million entirely new users in Q4 2016.

CarGurus’ video creative strategy is still evolving as the brand develops its YouTube presence. “So far we’ve been using our TV spots but with slightly different endings for YouTube to appeal to the slightly edgier humor of our audience there. Our first foray into video was functional and instructional,” says Sarah. “We laid out brass-tacks case examples of how CarGurus can help you decide what car’s best for you. It’s been a nice workhorse piece of content, but now we’re starting to get more creative with our storytelling.”

CarGurus’ new campaign takes one step back before educating about its products and instead focuses on pure and simple name recognition among their highest value audiences. “Our ‘motivational guru’ campaign is all about name recognition. It’s intended to be hard-hitting and humorous. We take the guru concept and hammer it home hard with a bit of edge to build brand awareness for ourselves. And it’s performing quite well for us, based on our video measures of success: view-through rates and brand lift.  Of course we look at ROI too, but our primary goal on YouTube is to capture attention and build our brand among the right people. Then we follow up with them elsewhere via remarketing.”  

Batteries Plus Bulbs takes the “DIY” out of screen repair
With Bob McKinney, VP of Digital Marketing

Performance advertisers are increasingly turning to YouTube to drive lower-funnel actions. In the case of Batteries Plus Bulbs, they used hyper-specific targeting on YouTube to reach people ripe for conversion, and bring them in-store.

“Because Batteries Plus Bulbs stores are located all across the United States,” said Bob McKinney, Batteries Plus Bulbs VP of digital marketing, “we found it very difficult and inefficient to drive awareness on television. Besides, we don’t have 3-5 days to get our audience through the funnel. We have maybe an hour, so our marketing is real time. Right now.”

When it comes to reaching the right people at just the right time, Batteries Plus Bulbs relies on  YouTube. “Our priority recently became understanding how to find an audience currently dealing with a broken device,” said Bob, “So our team created a Custom Affinity segment on YouTube to target individuals researching their repair options. This new targeting solution allows us to marry intent with YouTube’s massive reach.”

According to Bob, “When you break your phone the first thing you do is Google how to fix the screen. People often end up on YouTube looking for videos about how to repair their screen themselves. And that’s our trigger. We reach them on YouTube and use clever creative to quickly demonstrate how much easier it is to let the Batteries Plus Bulbs ‘WeFixIt’ team do the work instead. That’s our whole pitch, the convenience pitch.”

The combination of smart targeting and witty creative with this campaign so far has led to an overall lift of 77% in brand awareness and an 85% lift in purchase intent, in addition to a spike in cold-hard appointment signups for screen repairs.

Your highest value customers are paying close attention on YouTube, and we have the tools to help you understand when and how to reach them. As these examples show, there’s no “right” way to use YouTube as a performance advertiser. You can think of formats, creative, and targeting as your tools, but you’re the (performance) artist, and your consumer insights are your creative inspiration!

1 Source: Google commissioned Comscore YouTube Value of Audience Study, U.S., February 2017

Ramp up your calls with call bid adjustments

Click-to-call ads were introduced seven years ago to help you connect with more customers over the phone. Since then, we’ve heard one thing loud and clear: you want to drive even more calls. And it’s no surprise—on average, calls convert three times better than web clicks.1

To help you generate more calls, we’re rolling out new call bid adjustments, which allow you to control how often the call option appears with your search ads. Use call bid adjustments to increase bids on campaigns that drive valuable phone calls. For example, if you’re a travel advertiser, you may see higher order values from calls because it can be easier to cross-sell rental cars, group tours and other vacation add-ons during a live conversation. Raise your call bid adjustments to show call extensions more frequently and drive more of these high-value call conversions.

“Calls are an important source of new customer leads for us. Call bid adjustments help us improve our click-to-call visibility and ensure we’re appearing in the top 1-2 positions on mobile. Our on-the-go customers convert quickly within a short window of time, so it’s critical to be front and center, and show them that we offer storage units at the right price and location. Since implementing call bid adjustments and bidding higher for calls, we’ve seen a 37% increase in call volume with a 22% decrease in average cost-per-call.”
- Stephanie Christensen, Paid Acquisition Analyst

“Our customers want to speak to a real person to make sure they’re choosing the right medical alert system for themselves or a loved one. When we can walk them through our offerings live and give them that peace of mind, they have a 30% likelihood of converting, which is nearly 2x higher than with web leads. Someone connecting with us from a call extension is more valuable than a website click, so call bid adjustments allow us to optimize for that greater value. We’ve worked with our agency, Metric Theory, to increase bids specifically for calls and improve how often the call extension shows. As a result, we’ve generated 20% higher call volume while decreasing the cost by 60%.”
Matt Guerrieri, Director of Marketing

“Call bid adjustments have helped us meet a key marketing objective by delivering a strong uplift in performance year over year, with a 79% increase in click to call rate. It has also enabled us to target our audience to generate higher value insurance policies. The flexibility of the service allows us to make the call option more prominent, thereby driving a greater number of relevant calls. Calls deliver a significant proportion of our monthly leads and we are currently working to push call bid adjustments even harder.”
- Anthony Gamble, Head of Digital Marketing (Acquisition)

Call bid adjustments are available exclusively in the new AdWords experience, which will roll out to all advertisers by the end of the year.2 To learn more about AdWords calls solutions, visit our Help Center. You can also check out best practices for maximizing calls performance and improving the caller experience.

1. Google internal data, 2016
2. The new AdWords experience is rolling out to all advertisers throughout 2017. Once you have access, you can easily switch back and forth between the new and previous experiences.

Source: Inside AdWords

Google awards digital agencies that are helping SMBs grow

Summer’s finally here. And for digital communities across the world, that means sun, sea...and shortlists. Yep, the wait is finally over—as Google announces the agencies and third parties in the running for a 2017 Premier Partner Award. You can see the full shortlist here.

This year, there are six different awards to be won, across categories ranging from innovation in search and mobile, to a wider ‘Growing Businesses Online Award’. Each award recognises Premier Partner agencies and third parties who have used Google’s products to not only achieve marketing excellence through ground-breaking innovation, but also generate outstanding results for their SMB clients.

What’s also special about the Premier Partner Awards, is that the panel of independent judges look beyond the usual campaign performance metrics. For example, they take into account how Partners have managed their creative talent, applied technology in new and clever ways—or even improved their own internal culture as a result of the campaign.

The six winners in 9 regions of this first round will then qualify for the global awards, held in New York on 28 September.

To be part of the Premier Partner Awards, entrants must first become a Google Partner and earn the coveted Premier Partner status. This is Google’s elite programme for agencies, designed to give them the tools and support they need to help their clients succeed with AdWords. By working with a Google Partner, SMBs get access to the very latest digital best practice, and the peace of mind their business (and budget) is in safe hands. Visit the Google Partners website to learn more, or find a digital specialist near you.

See you next year?
If you’re a digital marketing agency or professional and would like to learn more about becoming a Google Partner, please visit the Google Partners website

The Google Partners Team

AdWords Editor 12 offers a fresh look and new features to help simplify your workflow

A new version of AdWords Editor, with a refreshed design, is now available for all advertisers globally. You'll find it even easier to manage your campaigns at scale with custom rules, faster account downloads and more.

Custom rules help you build high-performing campaigns

With AdWords Editor 12, you can now use custom rules to check for changes that don't align with your best practices. For example, our best practices suggest showing search ads with four or more sitelinks. When you use this rule, AdWords Editor will let you know which campaigns or ad groups don't meet this best practice before your post changes. You can get started by using our recommended rules, or create custom rules based on your own best practices.

Custom rule alerts in AdWords Editor 12

Faster account downloads for new AdWords Editor versions

To reduce the time you spend waiting for your accounts to download after you update AdWords Editor, we'll now transfer more of your data from previous versions.

A new look and feel

You'll also see a new design that better aligns with Google's commitment to material design. While the changes will be subtle and won't affect how you manage your accounts, you'll now have a more cohesive visual experience across AdWords Editor, the new AdWords experience, and other Google products.

and more ...

The new version of AdWords Editor also supports bidding to maximize conversions, uploading up to 20 images and videos for Universal App Campaigns, and using the new customization fields for responsive ads. You can learn more about all Version 12 updates in the AdWords Editor Help Center, or download AdWords Editor 12 here.

Source: Inside AdWords

Get Ahead of the Creative Curve With YouTube

According to a custom Nielsen analysis, the amount of time adults 18-49 spend on YouTube in a month has grown 54% year over year[1]. And with TV cord cutting on the rise, the YouTube audience is getting larger every day. To help you make the most of YouTube to connect with your audience, we're announcing a new resource: the Playbook for Creative Advertising.

The Playbook is designed around three core themes, full of case-studies, examples and best practices that give you all the tools to run effective campaigns on YouTube.

First, our courses will help you maximize the attentionyou win on YouTube from your existing and potential consumers.  We’ll help you make sure you’re reaching the people you want to reach efficiently, and drawing on the learnings of other brands and creatives to develop creative executions that resonate with YouTube viewers.

Second, we aim to provide an inside view into the culture of YouTube.  Creators on YouTube don’t just reflect what’s going on in the world; they influence and shape the cultural zeitgeist.  We’ll help you understand how to work effectively with creators so you can best connect with their fans.

Finally, the Playbook will guide you through the best ways to measure your impact.  It provides a deep dive into the reports and metrics you can use to unlock critical data and insights to power creative decision-making and optimization.  

We’ve given a sneak peak of the Playbook to a few industry experts and we’re thrilled by their reactions:

“The information in [The Playbook] is like having a 24/7 Google expert at your fingertips.”
-Brandon Solis, Global Digital Strategy Director at McCann Worldgroup

“Bookmark this resource NOW! It's packed with resources and inspiration to help you take full advantage of both the creative opportunities on YouTube, and the data and insights Google can provide to fuel your next creative idea.”
-Luke Eid, Global President, Digital and Innovation at TBWA\Worldwide

Check out the Playbook for Creative Advertising here for content that helps you understand the YouTube ecosystem, find your audience, make great creative for the platform and measure your impact.

[1] Source: Google commissioned Nielsen study. September 2016 and September 2015 average primetime time spent of all days on YouTube among Persons 18-49 (mobile only), EMM custom analysis.

World’s top advertising groups come together to mobilize Gen Z around United Nation’s sustainability goals on YouTube.

From combating climate change, to countering xenophobia and extremism, we’ve all witnessed the power of video to spark a dialogue, inspire action and change minds. It’s true for all of us, but perhaps even more so for a generation of young people that grew up alongside YouTube: Gen Z. In a new study, nearly half of Gen Z said they can’t live without YouTube.1

And Gen Z isn’t just tuned in -- they’re fired up. Gen Z are 50% more likely to care about making an impact on the world with their work than their millennial counterparts did at the same age.2  

That’s why Google is thrilled to join forces with Common Ground and the United Nations for The Common Future Project. The partnership brings together talent from the world’s largest advertising communication groups to use their creativity to mobilize a generation of young people around the global Sustainable Development Goals. These 17 goals represent a common set of interconnected ambitions for a transformed world adopted by the UN in 2015 -- like ending poverty and hunger, improving gender equality and reducing inequalities.

Over a three-day period, teams from Dentsu Aegis Network, Havas, IPG, Omnicom, Publicis and WPP, as well as independant agency Wieden+Kennedy, worked together at the YouTube Space NY to develop big ideas that would tap into the cultural influence and power of video to be a force of social good in the world.

On the final day, the teams had three hours to shoot, produce and edit rough videos in formats that reflect how Gen Z communicates, like YouTube’s new made-for-mobile :06 bumper ads. Each team pitched their campaign ideas to a panel of experts that included UN SDG Advocate Alaa Murabit; Jake Horowitz, Co-founder, Mic.com; Madonna Badger, Founder & Chief Creative Officer, Badger & Winters; and Golriz Lucina, Head of Creative for SoulPancake.

A virtual, cross-agency team will develop the winning idea further to launch later this year on YouTube. To support and amplify the campaign, we are committing media to run the campaign globally.

Take a look at how it all unfolded:

“The Sustainable Development Agenda is the most ambitious anti-poverty, pro-planet agenda ever adopted by the UN. The Common Future Project recognizes the power of young people as global agents of change. I commend the Common Ground partners for this creative effort to transform the video platforms that young people use into platforms for action for a world of peace and dignity for all” says UN Deputy Secretary General Ms. Amina Mohammed. 

YouTube shapes culture not just because millions of people watch a billion hours of video every day, but because it’s a place where anyone can use their voice to generate positive social change. We’re thrilled to be able to shine a spotlight on the great collaboration of these agencies coming together for the common good.

Torrence Boone, VP, Global Agency Sales and Services

1 Defy Media Acumen Survey, March 2017. 
2 Defy Media Acumen Survey, March 2017.

Young Lions Cracked the Code to Get to This Year’s Cannes Lions Festival Six Seconds at a Time

In a few short weeks, representatives from the world’s top agencies will descend on the south of France for the 64th Annual Cannes Lions International Festival of Creativity. In an effort to part of the action, 100 young creatives from across the globe went head-to-head in the inaugural Young Lions Bumper Hack to compete for two coveted spots to this year’s festival, and an opportunity to go on to compete in the Young Lions Film Competition.

This wasn’t any ordinary hack; the brief challenged the next generation of creative talent to tell a story to their future selves. But there was a twist. They had to tell this larger-than-life story using a bite-sized format, YouTube’s :06 bumper ad format. Each entry had to include three :06 films to bring their ideas to life.

YouTube introduced the :06 format last year to help advertisers capture attention in today’s mobile world. Bumpers have shown significant impact when it comes to brand metrics like ad recall1, but creatives wanted to put it to the test to see if six seconds could indeed tell meaningful and emotional stories. So we asked creatives and filmmakers to create for the format at this year’s Sundance Film Festival and SXSW, and they illustrated that bumpers were an untapped creative canvas.

But it was time to give the young guns a crack at it. The Cannes Lions jury carefully reviewed the submissions, which included a wide variety of creative interpretations of the brief, furthering the notion that six seconds is limitless when it comes to storytelling. However, the 2 sets of films that stood out to the jury offered sage advice to the future creatives these youngsters aspire to be. “For me, the best ones were from the creatives who shared a message that extrapolates their own ego, but draws attention to something bigger like giving value to people and the planet, for example,” said Yuri Mussoly, one of the jury members and Digital Creative Director at Africa. “For me, this is the future of advertising.”

That theme was clear throughout the films from Vittorio Perotti of Italy, which were a simple testament to not forget important values as his career progresses. The films, appropriately named “Slap Yourself Now,” highlight the importance of relationships, career and ethics and the necessity to not forget one’s values regardless of success. Perotti explained that “the brief made me think about what I want to be in the future and what I should not forget. I'm afraid to lose some important values in life because people often ignore them when they grow up. If I did the same, I would slap myself.”

               "Slap Yourself Now" by Vittorio Perotti, Designer & Art Director, Sagmeister & Walsh, Italy

The submission from Lance Francisco of the Philippines played on the daily demands that creatives are often faced with and flipped them into a positive mantra to remind him why he set out to be a creative in the first place. “By unlearning these learnings, we can get back to the core of creating again,” said Francisco. And going back to basics is exactly what creating for 6 seconds challenged the young creative to do. “Six seconds forces you to be strikingly simple. It is just enough time for you to give out a clear message and forces you to find a clever way to communicate the message.”

               "Untitled" by Lance Christoper C. Francisco, Art Director, Publicis Jimenezbasic, Philippines

“The two winners stood out for avoiding clichés and for delivering on the brief with punchy typographically driven pieces,” said Chris Clarke, Young Lions juror and Deputy Creative Officer at The Guardian. Perotti and Francisco will will get to heed their advice at Cannes Lions this year as they compete as a team in the Young Lions Film Competition. The winning Bumper Hack films, along with many of the other submissions will be featured at the YouTube Beach during the Festival.

While Perotti’s and Francisco’s films took the grand prize, all of the submissions showed the breadth of creativity that six seconds can offer. Take a look at a few other favorites as we applaud these young creatives and their approach to bite-sized creativity.

                                     "Duck" by Ashley Wilding, Copywriter, CHE Proximity Sydney, Australia

                                 “Brevity Can Stir Your Imagination” by Yukina Oshibe, I&S BBDO, Japan

                 "Start Today" by Tristan Viney, Copywriter & Seamus Fagan, Art Director, Ogilvy, Australia
As the world gravitates toward mobile content, creatives will be challenged with telling big stories through condensed formats. The creative revolution has only just begun; who’s in?

Posted by Noël Paasch, Marketing Manager, Agency Marketing, YouTube

1 In a study of over 600 campaigns, 9 in 10 bumper ads measured globally drove a significant increase in ad recall. Across all campaigns measured, average increase was 38%. (Source: YouTube Internal Data, Global, July 2016)

Building a better web for everyone

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 support the Coalition’s Better Ads efforts and standards. 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 commend 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.

Source: Inside AdWords