Tag Archives: AdWords

2019 holiday checklist: help shoppers find local stores

The holidays are a critical time of year for your stores, as shoppers stop in to get an item quickly or see it in person. Online research to find local stores continues to surge—search interest in local shops hit a record high last year, and we’re seeing 350 times more search interest in "local" + "near me" than there was 10 years ago. 

When holiday shoppers are deciding where to shop–to buy items for multiple people or for last-minute gifts after shipping cutoffs have passed–how can you help them find your store? 


You can do it in two ways:

  • Local campaigns help businesses with physical locations drive more visits to retail stores, restaurants, auto dealerships, and more. They also include new ways to promote your business on Google Maps.

  • If you’re a retailer, Shopping campaigns help you promote your entire ecommerce and local product inventory to drive sales across both your website and stores. Retailers should use Local campaigns to maximize store traffic and combine them with Shopping campaigns, which help you increase omnichannel reach and sales.

See our latest solutions to help advertisers with a physical presence, from big retail chains to small businesses, showcase your stores and give holiday shoppers more convenient ways to buy.

New ways to promote your locations with Local campaigns

Local campaigns are specifically designed to help businesses drive visits to your physical locations. We’re also making Local campaigns available for smaller businesses by allowing you to optimize for other local actions like calls or directions, even if you don’t have store visits reporting. To help you dial up foot traffic for the holidays, we’re introducing new ways to showcase your locations across Google Maps and other channels.

Whether people want to visit a neighborhood park, museum, local store, or restaurant, Google Maps connects them with the places they’re interested in. In fact, people tap on location pins in Maps hundreds of millions of times per week to explore and get information about the physical world around them. In the coming weeks, you’ll be able to feature your locations as users get directions to a destination. In just a few taps, they can add you as a convenient stop along their route to grab lunch, stop in for shopping, and more. 

Direction planning ad (Maps).gif

You can also promote your locations as shoppers browse content across over 3 million websites and apps in our Display network. They can now explore a curated selection of the products your store carries in a visual, catalog-like experience.

Local catalog ad on Display (Local campaigns).gif


Saks Fifth Avenue logo.jpg


Saks Fifth Avenue is a luxury retailer increasingly using digital to achieve its in-store performance goals. The brand has successfully leveraged other Google solutions like local inventory ads to drive foot traffic. As a result, it was eager to become an early adopter of Local campaigns last holiday season to focus specifically on store visits. Using a randomized controlled geo-experiment, Saks Fifth Avenue saw a statistically significant, incremental lift in store sales and an incremental offline return-on-ad-spend of 7.7x. It’s now expanding Local campaigns to promote more of its store locations.

Fun toy retailer logo.png

Fun, a toy retailer in Belgium, also relied on Local campaigns last holiday season to bring more shoppers into its 29 locations. Local campaigns drove 24,000 additional store visits on top of its existing Google Ads campaigns at a strong 19x ROI. This helped lift total store sales and completely reversed a year-to-date decline.

Sephora logo.png

Sephora, a multinational retail chain, knows that customers who browse and buy in-store are more valuable. With a randomized controlled geo-experiment, the brand found that Local campaigns helped drive a statistically significant, incremental lift in store sales. For every dollar invested, Sephora generated a positive incremental return-on-ad-spend.

More flexible ways to buy and pick up purchases with Shopping campaigns

Shopping campaigns–which include both Shopping ads and local inventory ads–help you increase sales both online and offline, and highlight details about all of your product inventory. Through local inventory ads, we have over 2 billion offers mapped to physical stores across 12 countries. We’ve recently expanded to Sweden, Norway and Denmark to help more shoppers see which products are in stock at nearby locations. 


Now, we’re also giving consumers more flexible ways to collect the products they find through local inventory ads. 45 percent of global shoppers have used “buy online, pick up in store” to get their items from a local store. To make this process easier, we’re expanding store pickup on Google and showing consumers what fulfillment options you offer from your ad:


  • Pick up today:show which products are available for immediate store pickup, with the option of paying online first.

  • Pick up later: promote products that may not be available in store now, but can be quickly shipped to a nearby store within a few days. Reach out to your account team if you’d like to join the beta. 

BOPIS ad mock.png

Local inventory ad in the U.S. highlighting the “Pick up today” option

We have other stocking stuffers for retailers. In the coming weeks, you’ll be able to pick the Shopping campaigns where you’d like to include store visits as a conversion goal alongside online sales. If you have products that are especially effective at driving consumers to stores—such as high-consideration products like furniture or luggage—you can add store visits bidding to your Standard or Smart Shopping campaigns. Store visits in Smart Bidding is also fully available for Search campaigns to help you maximize conversion value across your website and stores.

Whether you’re a small business or a major retail chain, holiday shoppers will be looking for nearby stores with the most compelling offers and products. We look forward to helping you capture the local holiday spirit to drive success during the biggest shopping season of the year.

Source: Google Ads


2019 holiday checklist: Inspire shoppers with gift-giving ideas

Whether they’re shopping for themselves or for others, 48 percent of today's shoppers say they're open to buying from new retailers during the holiday season. And increasingly, they’re leaning into videos and inspirational imagery to help them decide. Below, we’ll dive into how Google solutions can help you tap into and create shopping intent, and capture the attention of those undecided shoppers with richer, more interactive experiences

Make YouTube more shoppable 

Video has also become a favorite research tool for holiday shoppers. Nearly two-thirds of shoppers say online video has given them ideas and inspiration for their purchase. And more than 90% of these folks say that they’ve discovered new products and brands via YouTube. To tap into this shopping intent, we’re introducingShopping ads to the YouTube home feed and YouTube search results, making YouTube more shoppable and extending the reach of your Shopping campaigns. 

Shopping ads on the YouTube home feed


Shopping ads on YouTube search results

Shopping ads on the YouTube home feed (top) and YouTube search results (bottom)

Retailers like PUMA are excited to reach new customers on YouTube in advance of the holiday season to help them continue the shopping journey. “Consumers are continuing to watch more content on the YouTube platform and we want to be where they are, to reach and engage them,” said Rick Almeida, Vice President of eCommerce at PUMA Group. “This new opportunity will enable PUMA to extend our shopping strategy into a new property and inspire consumers.”

Now, people coming to YouTube to browse and research products may see visual Shopping ads, based on their interest. This means if a consumer expresses an interest in running, they could see ads from retailers that offer running apparel, like PUMA, highlighting different products and prices.  If you’re already using standard Shopping campaigns today and are opted-into YouTube on Display Network, you are eligible for this experience.

In addition, we’ve made YouTube video ads more interactive, giving viewers useful and actionable information like store location, interest forms and additional calls-to-actions to help you drive more conversions.  In the coming months, sitelink extensions will become available for TrueView for action ads. This makes it easy for viewers to navigate to additional landing pages like your holiday catalogs, your store hours, and more. In a beta test with 30 advertisers, adding sitelinks showed a 23% increase inconversions1.

YouTube Ads Sitelink Extensions

Example of how Sitelink extensions will work under your TrueView for action video

You can get started with these new extensions by heading to the extensions tab in Google Ads, and clicking on the extension you’d like to get started with. You can learn about these YouTube updates and more here.


Inspire more customers with rich imagery

In a recent Google / Ipsos study, we found that 85 percent of consumers will take action within 24 hours of discovering a product: reading reviews, comparing prices or purchasing the product—sometimes all at once! We offer multiple solutions to help you convert digital window shoppers into satisfied customers. 

Showcase Shopping ads, for example, are expanding to Google Images -- helping shoppers explore your brand and product selection. When people search for broader terms like “holiday party dresses”, they’ll see Showcase Shopping ads that group related products together, displaying a diverse range of offerings. They’re great for attracting new customers; on average, we see that about 85 percent of traffic from Showcase Shopping ads to retailer websites come from new visitors. In addition, these ads are now expanding to new search categories like beauty and electronics, when they’ve mainly appeared for apparel and furniture-related searches previously. 


UO logo.png


Urban Outfitters is one example of a retailer using Showcase Shopping ads to get into the consideration set and inspire those new to their brand. Urban Outfitters expanded their Showcase Shopping ads to 50 key categories across apparel, home decor, and beauty. Overall, they saw a 241 percent CTR lift across campaigns running Showcase Shopping ads, with 52 percent of those customers being new. Moreover, Urban Outfitters saw a 186 percent increase in sales from new customers via Showcase Shopping ads (compared to reactivated customers).

Urban Outfitters Showcase Shopping ad for beauty

Urban Outfitters Showcase Shopping ad for beauty

Scrolling through personalized feeds like news, video and social is a bigger part of today's consumer journey. And with Discovery ads (beta), you now have a new canvas to inspire hundreds of millions of people with your products as they explore their interests  across the feeds in Discover, YouTube and Gmail. 

nectar logo.png

Nectar is one brand updating its Discovery ads with holiday-focused creatives to show off its mattress line and special offers, like its free 365-Night Trial and Forever Warranty™. To drive engagement, Nectar used a variety of high-resolution image assets featuring its mattress in well-lit, realistic settings, while also highlighting promotions in its ad text. Nectar has used custom intent audiences to connect with the right customers, like consumers in the market for bedroom furniture or interested in adjustable bed frames. And during testing, the brand saw an 8% lift in total sales at a 70% lower cost-per-acquisition compared to its paid social campaigns. As a result, Nectar’s parent company, Resident, plans to roll out Discovery ads across its full portfolio of home retail brands.

Reach out to your Google account team to join the global Discovery ads beta.

Discovery Ad Nectar

A Discovery ad for Nectar by Resident as shown on Discover, YouTube, and Gmail

Ready for more tips? Tune in next week to learn how you can drive more shoppers into your local stores.


1. Compared to the same ad without sitelinks. Source: Google data, US, June 2019. Beta experiment with n=30 TrueView for Action advertisers

Source: Google Ads


Investing in the next generation of measurement on YouTube

Ad reporting and measurement is an important part of getting digital advertising right. We invest a lot to help our advertisers understand the value of running ads on services like YouTube. 

Advertisers use different tools to understand the effectiveness of their ad campaigns. One type, called pixels, has played an important role across the web for over a decade, but was built for a world of single screens, not for the ways many people watch YouTube today. While more than 70 percent of time spent watching YouTube globally occurs on mobile devices, pixels can’t report on the effectiveness of ads that appear in mobile apps. And many third-party pixels lack the privacy controls and user protections of newer technology. That’s why, for the past several years, we’ve been taking action to limit the pixels we allow on YouTube while investing in a cloud-based measurement solution called Ads Data Hub that allows our advertisers to understand the effectiveness of their ads in a secure, privacy-safe environment. 

Over the last year, we've been working with key measurement companies including Nielsen, comScore, DoubleVerify, Dynata, Kantar and Integral Ad Science to migrate their services to Ads Data Hub. Once the migrations are complete early next year, we will stop allowing third-party pixels on YouTube.

Unlike pixel-based measurement, Ads Data Hub allows advertisers to understand how their advertising is performing across screens, including mobile apps, through aggregated insights from Google ad platforms, including YouTube, Google Ads and Display & Video 360. Because Ads Data Hub limits the use of user data, it adds another layer of privacy protection for users while still enabling marketers to measure their YouTube ad campaigns. 

Ads Data Hub


Over the past year, we’ve invested significantly in infrastructure improvements to Ads Data Hub to make it faster, easier to use and more reliable. This has allowed us to dramatically increase the number of advertisers and technology providers we can serve and the use cases supported in Ads Data Hub. Advertisers have run millions of successful queries to date. 

While there is still more work to be done, we think this change will be beneficial to consumers and advertisers. With the migration from pixels to Ads Data Hub, our third-party measurement partners will be able to provide YouTube advertisers with more comprehensive reporting and measurement, using technology that’s built to enhance user privacy. 


Source: Google Ads


Simpler ways to drive growth across the customer journey with video

Consumers are moving faster, jumping from channel to channel, and researching more often in unexpected ways. This explosion of touchpoints means more opportunities—and more complexities—for marketers. But just because today’s customer journey is more complicated, doesn’t mean orchestrating your advertising campaign has to be. At Advertising Week New York, we’re sharing new ways to help marketers use video to more efficiently and effectively connect with consumers across their purchase journey.

A simpler way to drive reach

We’re constantly working on better ways to help you achieve your marketing goals—whether you want to build awareness for a brand, shift perceptions, or drive a specific action. But while it’s great to have options, mixing and matching these solutions takes time and can add complexity. Today we’re announcing Video reach campaigns—a simpler, more efficient way for marketers to achieve their brand awareness goals with YouTube. 

Rather than managing separate campaigns for 6-second bumper ads, skippable in-stream ads, and non-skippable in-stream ads, now you can upload multiple video creatives into a single campaign. From there, Google’s machine learning will automatically serve the most efficient combination of these formats to help you reach your audience at scale.

Early adopters like Ford are already seeing strong results using Video reach campaigns. In alpha tests, the automaker lowered their campaign cost over 20 percent compared to their previous YouTube benchmarks. "Ford is using data and machine learning technology, like Video reach campaigns, to drive a learning culture across all of our media. The positive results of the Video reach campaign not only provided cost efficiencies while maintaining effectiveness but also the confidence to implement this tactic across additional campaigns” says Lisa Schoder, head of U.S. media.

A complete solution across the journey

For brands looking to build a full-funnel video strategy, we recommend complementing Video reach campaigns with TrueView for action to drive whatever online action is important to your business. Soon TrueView for action ads will seamlessly extend to the YouTube Home feed, a tremendous opportunity for any advertiser looking to drive more, high value conversions. The Home feed has long been a great place for users to discover their next favorite creator, and now it can be a great place for them to take action with your brand.

TrueView Home feed

A TrueView for action ad on the YouTube Home feed seen on a mobile device

Reach audiences where they are watching 

 In addition to Video reach campaigns, we’re also bringing the YouTube Masthead to our fastest growing surface—the TV screen, where daily watch time tops 250 million hours per day. This means advertisers have a unique opportunity to reach people who are increasingly cutting the cord, right where they are watching their favorite content. 

Through the globally-available beta, marketers can purchase the YouTube Masthead on TV screens on a cost-per-thousand (CPM) basis, and customize the audiences they want to see it. Like CPM-based Mastheads on the desktop and mobile home feed, it will be available as a reserved placement to ensure brands can drive the visibility they need on the dates that matter most. It can be purchased as part of a cross-screen or single-screen Masthead buy.


Masthead A

Creative featured from one of our early testers, Ford.

And, we know the rich audio and visual experience of YouTube on TV screens means the potential to drive upper-funnel impact is greater than ever. According to a recent experiment we conducted with Media Science, YouTube ads on TV screens drive a 10 percent greater lift in recall than ads on linear TV. See what your creative will look like on the TV screen with our preview tool.

By focusing on marketing objectives rather than media tactics, we believe we can be a more strategic partner to help you sustainably grow your business. We hope these new solutions help you make it easier for you to get ahead of the pack and drive real results across the entire customer journey.

Source: Google Ads


Growing in-app viewability coverage with Open Measurement

People are spending more time on their mobile phones, especially in apps, and move across screens frequently. As people’s usage of mobile apps has grown, so has the importance of standardizing the way viewability is measured on mobile devices.

Today we’re sharing how we’ve made in-app inventory more measurable through the IAB Tech Lab’s Open Measurement standard. Integrating the Open Measurement Software Development Kit (SDK) into both our Google Mobile Ads (GMA) and Interactive Mobile Ads (IMA) SDKs has allowed us to enable Open Measurement on 85+ percent of in-app display and video impressions on Google AdMob and Google Ad Manager publishers. This means that buyers of this inventory can now take viewability measurements using solutions like Integral Ad Science, DoubleVerify, Comscore, and Moat in addition to measurement that was previously available with Active View.  

“IAB Tech Lab’s Open Measurement (OM) initiative makes it easier for ad buyers and sellers to work together for viewability measurement and other verification needs,” said Dennis Buchheim, Executive Vice President and General Manager, IAB Tech Lab. “The sell-side has been adopting OM quickly, and we ask brands, agencies, and Demand Side Platforms (DSPs) to get more active and take advantage of what OM offers.” 

Advertisers can get started today by appending Open Measurement enabled tags from their viewability vendor of choice to their creatives.

Measurement vendors are lauding this development as progress for a more measurable future. Joseph Ranzenbach, Director of Product Management, IAS says, "Google's adoption of the Open Measurement SDK is a huge step in moving the industry forward and creating more transparency for advertisers." Sumit Shukla, SVP, Strategic Partnerships, Comscore says, "It’s important for Brands to consistently measure viewability across the entirety of their media buys. With Comscore’s cross-platform campaign measurement as a trusted market currency, this close partnership with Google further helps Brands measure what matters."  

Viewability measurement unlocks high-performing In-app inventory for advertisers

Viewability continues to be an integral part of measuring ad effectiveness—it helps advertisers understand if their ad had the opportunity to be seen and it helps publishers offer more high-quality inventory.

In-app viewability means that advertisers can confidently take advantage of this high-value inventory. In 2018 we worked with Ipsos MORI to understand the impact of in-app advertising and found it was successful in driving action. People were 50 percent more likely to interact with a brand, buy a product or service, follow a call-to-action or recommend a brand to their family or friends after seeing its ad in an app, compared with those who saw it via a browser. Display & Video 360 customers can now confidently extend their brand campaigns to apps knowing they are able to measure ad viewability at the impression level as they would in other environments.

Publishers like Pandora recognize the importance of holistic viewability measurement. Maria Breza, VP, Ad Quality Measurement and Audience Data Operations at Pandora said, “Advertisers should be able to seamlessly use one viewability provider to measure their buys across all publishers and platforms. Open Measurement has allowed Pandora to make this a reality for our clients with less latency, less maintenance and more stability.”

What’s next for Open Measurement

We’re continuing to work with the IAB’s Tech Lab Open Measurement Working Group to expand Open Measurement to use cases beyond viewability, as well as to other environments such as web video. We believe Open Measurement has the potential to create a more transparent and accountable digital media ecosystem across all screens. Reach out to your measurement partners and Google representative to find out how you can take advantage of this new measurement technology.



Source: Google Ads


New innovations to grow your app business with ads

App developers around the world are pushing the limits of innovation to meet consumers' high expectations. In an increasingly competitive global market, it’s more important than ever for app developers to find better ways to build and grow their businesses.

Today at Think Games at ChinaJoy, we are sharing innovations that help you find more users and grow your revenue with Google’s latest solutions.

Reach more users when they’re looking for something new 

Connecting with the right people at the right time is key to building a strong user base. Google App campaigns make it easy for you to find app-happy users across Google Search, Play, YouTube and over 3 million sites and apps in our network. Here are some new ways App campaigns can help you expand your global reach.

Discover (formerly known as the Google feed) helps over 800 million monthly active users uncover fresh and interesting content related to the things they care about—like global news and topics of interest like sports, music, and mobile games. Now, you can access Discover inventory through App campaigns to make a strong impression on more users with relevant and visually engaging ads.

Headspace

               Ad for the Headspace app in Discover


App campaigns running in the United States will now automatically reach more potential users on Discover who are open to exploring your app. And in the coming months, your app ads on Discover will also serve in Malaysia, South Africa, India, Pakistan, Canada, Brazil, Japan and Indonesia. We aim to bring app ads in Discover to all available markets before the end of this year. 

In addition to Discover⁠, we’re introducing new reach opportunities on two more platforms:

  • App ads on YouTube Search: Your app promotion ads are now eligible to show in the top slot of YouTube’s mobile search results. Combining YouTube’s global audience with rich intent signals helps you deliver relevant and useful ads to more prospective app users.

App ad for Tap Titans

           App ad for Tap Titans 2 in YouTube Search


  • In-stream video ads in our display network: Display in-stream video ads are skippable video ads that play before, during, or after a video a user is watching. Starting next month, you can reach more people with your ads while they're viewing video content on mobile apps and sites in our network.

Grow revenue and deliver a better user experience

Finding the right users is important, but developers need to think about growing overall revenue in order to build sustainable businesses. By integrating ads during natural break points in your app you can build a new revenue stream and deliver a better user experience.

Our new app open ad format allows you to show ads to your users as they wait for your app to load. Designed to seamlessly integrate with your app’s branding, this format gives you new ways to earn revenue while creating a good user experience. Reach out to your account manager to get started with this format in alpha.  

In addition to the new app open ads, here are two more ways we are helping you grow revenue while delivering better ad experiences for your users:


  • Smart segmentation is now available for rewarded ad units. This feature, announced earlier this year for interstitial ads units, only shows ads to users unlikely to make purchases in your app. This protects the user experience of your purchasers while growing your ads revenue.

  • AdMob Insights: Our new Insights feature provides alerts to your AdMob dashboard when our system detects abnormal changes to your key metrics like eCPM, impressions and revenue. This new beta lets you know instantly if changes in your app are impacting user experience.

To learn more about how our new solutions can help you connect with the right users and scale your business, join our livestream at 1:40 pm SST during the Think Games event at ChinaJoy in Shanghai, China on August 1st, 2019. 

Source: Google Ads


Get your campaigns ready to reach the always-on deal seeker

Marketers recognize Black Friday and Cyber Monday as major shopping holidays to prepare for. But did you know that only 18 percent of shoppers consolidate their holiday shopping to these days? 

Consumers are on the lookout for deals year-round—about 60 percent say that finding a great deal is what they enjoy most about shopping. So whether you’re gearing up for July 4th in the U.S., Bastille Day in France, or back-to-school shopping around the world, check out new tools coming soon to help you highlight in-store promotions, factor seasonal sales into your bidding strategy, and reach in-market consumers this season and beyond.

Heat up in-store sales with new Local campaign features

Before they’re heading to the store, local shoppers are hunting for deals: searches for “on sale near me” have grown by 250 percent since 2017. 

With Local campaigns, you can dedicate your entire campaign to offline sales and complement other channels like TV or print that also help deliver foot traffic to your business during important promotions. In fact, in recent global studies with 10 advertisers, we found that Local campaigns helped brands drive a median five times greater incremental return-on-ad-spend from their business locations. 

We have new features coming for Local campaigns to make it available to more advertisers and improve how you manage your locations and creatives. In the next few weeks, you’ll be able to set up your Local campaigns to drive calls to your business locations—even if you don’t have store visits measurement. By expanding Local campaigns to optimize for calls, more advertisers will now be able to access it and highlight what makes their stores unique across Google Search, Maps, YouTube and more.

Starting today, you can also create location groups to make it easier to promote a subset of business locations. For instance, if you’re selling special back-to-school product bundles at certain locations, use location groups to tailor your budget and messaging to this offer. Finally, asset reporting has started rolling out to give you better insight into creative performance. See what kinds of messaging and assets work best and use these learnings to improve your current and future creatives. 


Google Ads Local Campaigns One sheeter


Sanborns, a leading department store in Latin America, is one brand using Local campaigns to drive results during key promotions.

Grupo Sanborns

We’re excited to work with Google's new technology to help us grow our business. For Father's Day in Mexico and for a major sale we ran at the end of May, we used Local campaigns to make our in-store offers more prominent. It's amazing how we can get exposure with customers at the right time, and this helped us drive a 10x increase in store visits during these promotions year-over-year. 

- Grupo Sanborns’ marketing team

Put your in-store promotions front and center in local inventory ads

We’re also making it easier for retailers to highlight in-store promotions for specific products through Shopping ads. Today, retailers have connected over 2 billion offers to physical store locations globally using local inventory ads. Now, you can add a promotion to your local inventory ads. Call out in-store offers like “20% off” or “buy one get one free” for inventory you have in stock and drive more nearby deal-hunters to your physical locations.

Local campaigns Pixel

We’re rolling this out in the U.S. and Australia, with more countries coming soon. If you’re a retailer interested in participating, request to join the whitelist here

Improve Smart Bidding performance by factoring in seasonal sales

Smart Bidding automatically optimizes your bids for every auction to help improve your return on investment. And while it factors in seasonality as a signal, we know there are key moments for your business—like during a big sale—when you can anticipate changes in conversion rates well in advance. For these occasions, we’ve introduced seasonality adjustments. 

Let’s say you’re running a promotion for grills as people get ready for their summer cookouts. Based on past promotions, you predict seeing a 50 percent increase in conversion rates during your sale. Use seasonality adjustments to let Smart Bidding know to expect and prepare for this conversion rate increase, and help our systems ramp up performance more quickly. 

Reach shoppers in the market for your products

In-market audiences for Search help advertisers drive more conversions by reaching qualified shoppers who are actively considering products or services to buy. These are aggregated and anonymized groups of consumers who’ve recently demonstrated an intent to purchase. This gives you a great opportunity to help your business stand out with compelling offers or deals when people are making their final decisions about what to buy.

We’ve recently rolled out more in-market segments across popular categories like beauty, sports, education and real estate. This includes over thirty new categories for retail, just in time for your seasonal sales.

No matter what season you’re ramping up for around the globe, we hope these new products set you up for success!


Source: Google Ads


Mobilizing for summer: Google Marketing Live 2019

We are just five days away from Google Marketing Live, my favorite event of the year. It’s when we unveil our newest products and get your insights on what to build for the future. If you haven’t yet, register for this year’s live stream so you can be one of the first to check out the newest innovations and hear how we’re working to better serve you and your customers.

We know today’s consumers are more curious than ever. And as a result of mobile, they are able to get what they want, when they want it. Indeed, being on the go no longer means being out of reach. For businesses, this creates even more opportunities to connect with current and potential customers—on and offline. Ahead of next week’s show, here’s a sneak peek at our latest innovations, designed to help you delight your customers and deliver results from anywhere at any time.


Stay on-the-go and in-the-know with the Google Ads mobile app

Your customers aren’t the only people always on the go. You are too! So we’re making a lot of updates to the Google Ads mobile app (Android, iOS) to help you stay on top of your accounts no matter where your business takes you.

Starting this week, you can create and edit responsive search ads directly from the app. So if you’re on your morning train and need to launch a last-minute holiday promotion, you can write the creative, fine-tune the headline and set bids and budgets–right from your mobile phone!

RSA in app

To make the mobile app even more useful for the on-the-go marketer, new recommendations and notifications will soon be rolling out. These new recommendations will let you add new or negative keywords, pause poorly performing keywords and opt into all Smart Bidding strategies. You’ll also get notifications on your mobile app so you know when there are new opportunities to improve your performance, for all the accounts you manage.

Recommendations in app

More accessible and effective Local campaigns

Consumers increasingly turn to their mobile phones to do research and plan before they head into a store. This means you have a huge opportunity to assist and influence customers’ purchase decisions before they even walk through your doors.

Local campaigns are the first campaign type in Google Ads specifically designed to help marketers drive foot traffic to stores, restaurants, auto dealerships and more. Early adopters are already seeing great results. In recent global studies with 10 advertisers across several verticals, we found that Local campaigns helped brands drive a median 5x incremental return-on-ad-spend from their business locations.

Dunkin’ is one example of a brand that used Local campaigns to promote its new “store of the future” experience and to highlight new beverage items like espresso. As a result, Dunkin' increased its monthly visits from Google Ads by over 400% and is planning to run Local campaigns as an always-on strategy throughout 2019.

Dunkin' logo

“Dunkin’ may be a nearly 70-year-old brand, but we’re constantly looking for cutting-edge ways to deliver on consumer expectations and needs. We have over 11,000 locations worldwide and over 8,500 locations in the U.S. alone. Local marketing is at the heart of our business. Local campaigns in Google Ads has given us a new and scalable way to reach customers who are increasingly looking for information online before visiting.”  -Tony Weisman, CMO, Dunkin'

Soon, Local campaigns will expand to help even more advertisers–including small businesses—drive other types of local actions like calls or directions to your business, even if you don’t have store visits measurement enabled. We’re also enhancing ads in Local campaigns to help you showcase product-specific information and offers. 

Express local campaigns

New inventory in Google Maps will allow you to highlight your business in more places. This includes promoting your locations when users are planning or navigating along their route, and in Maps search suggestions based on signals like the area of the map a person is viewing or what they've searched for in the past.

Dunkin' Local campaigns

Promote your business to users planning their route

Acme Local campaign

Promote your business in Google Maps search suggestions

Join us live next week

Get ready for the ads, analytics, and platforms innovations live stream. Register to watch to learn more about Google’s latest announcements.

Source: Google Ads


5 steps to improve media performance using Google Analytics

This is the second post in a series about how linking Google Analytics and Google Ads can help marketers gain deeper insights, create smarter campaigns, and drive better business outcomes.


Today’s customers expect the right message at the right time—even as their journeys become more fast-paced and less linear. How are marketers responding? With ad experiences that aim to be assistive and personalized. To create these experiences, marketers are turning to integrated analytics and ads.


In our new guide about linking Google Analytics and Google Ads, we highlight some of the actionable steps you and your team can take to deliver the right ad at the right time.


Step 1: Link your accounts

Linking Google Analytics and Google Ads puts insight-gathering and ad creation side by side—so that you can easily create campaigns that are informed by detailed site metrics and conversion data. And linking your accounts only requires a few easy steps. Here’s how to get started.


Step 2: Activate Cross Device capabilities

Cross Device capabilities in Analytics help you understand how your customers are behaving across their different devices so that you can optimize your strategy. For instance, you might find that, based on cross device insights, you want to increase your mobile ad spend to drive more conversions. Activating Google signals makes Cross Device capabilities available to you.


Step 3: Create an Analytics audience and share with Google Ads

When you create an audience in Analytics then share it with Google Ads, you’re able to create ad campaigns that are specifically tailored to specific segments of your audience. For instance, you can create an audience of all of your returning customers, then create a Google Ads campaign specifically for this audience. Here's how you get started sharing audiences in Google Ads.


Step 4: Create and import Goals

Goals in Google Analytics can represent any site metric you find important—such as time spent on your site, a specific action taken on your site, or a conversion. Importing these Goals into Google Ads enables you to access valuable conversion insights and site engagement metrics right in Google Ads. Here’s how  to create Goals in Analytics and then import them into Google Ads.   


Step 5: Generate and view reports

When you link Google Analytics and Google Ads, you gain access to a variety of reports about your Google Ads campaigns right in your Analytics account — giving you important campaign performance insights that can be used to improve your marketing strategy. Learn more about Acquisition, Behavior, and Conversion reports.


Read our new guide to read about how bringing Google Analytics and Google Ads together can bring your media performance to the next level.


In case you missed how integrating Google Analytics and Google Ads can be a marketer's solution to delivering experiences that meet consumers’ rising expectations, check out our post Google Analytics and Google Ads: A Powerful Pairing. Next up, we'll cover how you can easily gather the insights you need to better understand the customer journey with Google Analytics.

Source: Google Ads


Google Analytics and Google Ads: A Powerful Pairing

Today’s customer journey doesn’t follow a standard path—it’s diverse, non-linear, and always evolving. Consumers conduct research about products across a variety of devices—and marketers are looking for ways to deliver experiences that meet consumers’ rising expectations. For many marketers, the solution lies in gaining a deeper understanding of the customer journey. The integration between Google Analytics and Google Ads helps you accomplish this.


Once linked together, Google Analytics and Google Ads form a powerful partnership—and our new guide explores the ways this integrated solution can help you unlock deeper insights, create smarter marketing, and drive better business outcomes.

Insights-driven marketing

Linking Google Analytics and Google Ads put your insights and ad creation side by side, helping you better understand how effectively your ads are leading to conversions. You can then adjust ad creative based on these insights, delivering informed marketing that leads to more conversions.


Optimized bidding

Once you link Google Analytics and Google Ads, you can access a new set of reports about your Google Ads campaigns right in your Analytics account, helping you better understand what happens after a customer clicks an ad. For instance, you might find that certain keywords are leading to more conversions—and now you can focus your bidding on those high-performing keywords.


Customized messaging

When Google Analytics and Google Ads are working together, you can share Analytics audiences with Google Ads to deliver messaging tailored to different groups of customers. For instance, you can make an audience of users who filled a cart on your website but abandoned their cart before completing a purchase. You can then create a campaign in Google Ads and focus it on these cart abandoners—driving more conversions in the process.


Advanced machine learning

Machine learning-powered capabilities in Analytics answer important questions about your audience. For instance, you can ask Analytics questions in plain language such as “How much time on average are mobile users spending on my site’s homepage?” and get an answer back quickly. You can also use machine learning to find a list of your most valuable customers with Smart Lists—then dynamically adjust your Google Ads campaigns to reach these customers.


Read more about this powerful integration between Google Analytics and Google Ads in our guide. And check back next week when we'll post 5 steps to improve media performance.

Source: Google Ads