Tag Archives: AdWords

A new video format to reach people across the mobile web and apps

Over the last year, we've been working on a way to extend the reach of your video campaigns to people beyond YouTube, especially as they spend more and more time interacting with apps and sites on their mobile devices. Starting today, you can use outstream video ads, a new format built exclusively for mobile environments, to reach more potential customers with your video creative.

Outstream ads drive incremental, cost-efficient and viewable reach beyond YouTube. Ads show on Google video partners, which are high-quality publisher websites and mobile apps where you can show video ads, including TrueView in-stream and Bumper ads. When outstream video ads come into view on a mobile screen, they begin to play with sound off. After that, a user can tap the ad to turn sound on and restart the video from the beginning, or simply keep scrolling.

In every context, an ad needs the opportunity to be seen in order to drive impact, which is why our outstream video ads are charged on viewable CPM. This means that every impression you pay for has been on screen and viewable (as measured by MRC standards). In addition to Active View and unique reach reporting, you can use brand interest lift to measure incremental interest in your brand or product as assessed by an increase in organic searches on Google.com or YouTube.

Outstream video ads complement our efficient reach solutions for YouTube: TrueView for reach and Bumper ads. Now, you can reach even more of your audience across the mobile web and apps with a video ad designed for the ways people read, play, swipe and scroll on mobile.

Advertisers like Hong Kong Tourism board are already using outstream video ads to increase awareness and cost-efficient reach. Tina Chao, General Manager, Marketing, says, "To build awareness for Hong Kong as a travel destination, the Hong Kong Tourism Board used outstream video ads to reach a broad set of potential travelers across Asia. Outstream video ads delivered strong results for our global brand campaign: 30% incremental reach with a 40% lower cost per completed video view and 85% lower CPM." 

You can check out the AdWords Help Center for more info, and start including outstream video ads in your campaigns with brand awareness and reach goals.

Source: Inside AdWords

Build better media plans on YouTube and across the web with Reach Planner

How many people can I reach on YouTube for $100k? And how much should I spend on TrueView versus Bumpers?

Starting today, we’ve made it easier to answer questions like these by introducing Reach Planner, a new tool in AdWords. Now, for the first time, advertisers can forecast the reach and frequency achievable on YouTube and across Google’s video partners, in over 50 countries. This resource will simplify the planning process by providing unique reach across devices, for all core audiences and video formats.

In our quest to make planners' lives easier, we are going beyond reach curves to introduce a key new feature: product mixes. Planners have been using Google's video formats to reach viewers in different ways, and now we’re giving more insight into which formats work best together. With product mixes, you can give us your marketing objective, ad preferences and budget, and we will recommend the right mix of YouTube’s solutions to achieve your goal. For instance, if you want to maximize reach to drive awareness, and have short creative assets, Reach Planner will recommend the right allocation of spend between TrueView in-stream and Bumpers to achieve that goal.

To access Reach Planner, talk to your Google sales team today.

Source: Inside AdWords

Sight, sound and scale: Introducing TrueView for reach

Building brand awareness and increasing market penetration used to be fairly straightforward: find the most popular shows on television, put your ad there and maximize reach among your demographic target.

With a historic amount of content at viewers’ fingertips, it may seem easier than ever to hit your reach target. But today you don’t just want commodity reach – you want reach where people are paying attention. Thanks to its community of creators and their connection with viewers, YouTube delivers this engaged reach. In a recent study with Ipsos, we found that people are 3x more likely to pay attention to online video ads vs. television ads.1 And we’re building solutions to help you tap into YouTube’s differentiated reach.

Reach and intrigue in 6 seconds or less

Our six-second bumper ads were designed to drive more reach among the audiences you care about, especially as they become increasingly on-the-go. They showcase not only the fun of storytelling in six seconds, but also the benefits of adapting to consumer behavior.

We're seeing brands continue to push the boundaries of what’s possible in 6 seconds, and it’s paying off: In a new global study, 87% of Bumpers campaigns drove a significant lift in Ad Recall with an average lift across all campaigns measured of over 20%.2

Jim Mollica, SVP Digital Marketing and Media at Under Armour, says, "We’ve been using bumpers for almost two years to drive frequency among consumers who have engaged with us in the past. We use TrueView to drive engaged reach, and rely on bumpers to remind and drive product storytelling. For us, frequency is the core driver of impact, and bumpers consistently enables this with a high degree of efficiency and proven impact."

To build a more personal connection with consumers in India, Uber identified 100 different passions among their target audience and used Director Mix to build 85 different bumper ad variations tailored to each passion. The effort drove 63% more first trips from YouTube at an 18% lower cost per first trip than previous campaigns.

Introducing TrueView for reach

To help you reach more of your audience on YouTube with even more flexibility, we’re introducing a new way to buy TrueView called TrueView for reach. TrueView for reach brings our popular in-stream format built on user choice together with the simplicity of CPM buying. Optimized for efficient reach, this format can help you to raise awareness among a broad set of customers — and do so within our 95% viewable and 95% audible environment.3

In beta testing 84 TrueView for reach campaigns, 9 out of 10 drove a significant lift in Ad Recall, with an average lift of nearly 20%. 
Source: YouTube Internal Data, Global, July 2017

Jay Altschuler, VP of Media at Samsung Electronics America, reflects on being the format’s launch partner: "At Samsung we thrive on innovation and pushing boundaries. We were eager to test and learn as the launch partner of YouTube's new TrueView for reach solution since marketing today is no longer about reach 一 it's about engaged reach. User choice and attention are both critical for building a meaningful connection with consumers and for our flagship phone launch last spring, we were able to reach 50%+ more people at half the CPM using TrueView for reach."

Vanessa Tsangaratos, Digital Marketing Manager at Pepsi France says, "TrueView for reach not only enabled us to achieve massive on-target reach, but delivered high completion rates on our 10 second video. Moreover, CPMs proved to be more competitive: we saw 30% lower CPMs on average compared to previous campaigns. This ultimately drove lower average costs on incremental reach points: -46% versus TV on specific target audiences."

Reach remains a critical goal for marketers, but it isn’t the only one. TrueView for reach joins TrueView for action as new solutions designed to drive specific marketing outcomes. We’ll continue introducing new approaches that help you adapt to today’s media landscape.

1. Source: Google/Ipsos, Video Mobile Diary, US, 2017, n of 4,381 (saw ads occasions). Online video includes video platforms such as YouTube & Hulu, social platforms such as Facebook & Snapchat and TV Full Episode Players like NBC.com.
2. Source: Google Bumpers Brand Lift Meta Analysis, Global, 2017, across over 2,900 studies.
3. Google and DoubleClick advertising platforms data, Global, May 2017 & Google Internal Data, Global, August 2016

Source: Inside AdWords

Protecting our Ad Network: How Advertising Policies & Policy Enforcement Work

On March 14, we shared information about our work to remove bad ads and bad sites from our ad networks. With a combination of people, policies and technology we took down more than 3.2 billion ads in 2017, up from 700 million in 2015. That’s more than 100 bad ads per second. Today, we want to share more details about how our policies and policy enforcement work to help protect our network.
How Google's ads policies and enforcement work


We continuously monitor ads and content for policy compliance.
  • If you’re an advertiser, our AdWords policies determine which ads are acceptable and what types of products or services can be promoted with Google ads. For example, we prohibit technologies that attempt to deceive users or abuse our network, like auto-redirecting ads, malware-laden sites, or “trick-to-click” ads. 
  • If you’re a publisher, our AdSense program policies outline the kinds of websites and content we allow to show Google ads. For example, our dangerous and derogatory content policy prohibits publishers from running Google ads on content that promotes discrimination against marginalized groups. 
We constantly review and update our policies to protect consumers, advertisers and publishers. In fact, in 2017, we added 28 new advertiser and 20 new publisher policies.

Technology & Talent

To enforce these policies, we use a combination of people and technology. Google’s technology is designed to detect when ads or content violate our policies and disable them quickly. We employ automated filters that continuously identify, clean, and defend our ad systems. And we consider user feedback when people report sites and ads that they believe may be in violation of our policies.

Technology helps us spot potential violations, but our talented reviewers and interdisciplinary team also work to enforce policies. When we review advertisers’ ads, we review everything from the ad creative to the landing page. For publishers, we evaluate elements including traffic patterns on the site and whether the content is appropriate to be monetized. Our teams are constantly reviewing because a publisher or an advertiser who is compliant with our policies today may not be tomorrow. 


In addition to evaluating ads and sites for policy compliance, we provide advertisers controls they need to manage where and when their ads appear, and provide publishers the ability to control the type and format of ads appearing next to their content. For example, an advertiser of an extreme sporting event may use a Digital Content Label, the film-rating style control for maturity level, to place their ads alongside content suitable specific audiences. Advertisers can couple these controls with placement exclusions, which allow advertisers to specify publishers, apps, or videos to avoid in their campaigns.

Protecting our network

Maintaining the health of our ad network is key to supporting the ecosystem of creators, publishers and advertisers that rely on Google ads to build their businesses. That’s why our teams are committed to refining our policies and fine-tuning our systems and controls to make sure Google ads work for everyone.

Source: Inside AdWords

Changes to our ad policies to comply with the GDPR

In May, Europe’s new General Data Protection Regulation (GDPR) comes into effect. Google is committed to complying with the GDPR, and in preparation, we’ve been working with our customers and partners to inform them about changes we’re making to our policies across our various products.

Today we’re informing advertisers and publisher partners about changes to our ad policies. Google already requires publishers and advertisers using our advertising services to get consent from end users to use our services, as required under existing EU law. However, the GDPR will further refine these requirements.

To comply, we will be updating our EU consent policy when the GDPR takes effect and the revised policy will require that publishers take extra steps in obtaining consent from their users. Before May, we will launch a solution to support publishers that want to show non-personalized ads, and we are working with industry groups, including IAB Europe, to explore proposed consent solutions for publishers.

We’re aware that our customers and partners - European and international - have significant obligations under these new laws, as does Google. Publisher and advertiser partners can expect further updates as we approach the date when GDPR takes effect.

Source: Inside AdWords

Today at Shoptalk: Turning intent into action to deliver better shopping experiences

We've long talked about mobile being the "future of retail." Now that this future has arrived, what's next? At this year’s Shoptalk in Las Vegas, I shared how today’s ever-curious, demanding and impatient shopper is moving and buying online, in stores, and even hands-free with their voice—creating opportunities for retailers to assist them in ways never before possible.

Google has already made big investments in retail, and today, we’re the #1 driver of traffic and transactions to retailers’ sites in the U.S. But we want to create more value for the retail ecosystem, by combining our technology and deep understanding of what customers want with retailers’ unique products to make shopping truly seamless. Check out our updates from Shoptalk that highlight how we’re partnering with retailers to help deliver these shopping experiences for customers everywhere.

Help shoppers take action, wherever and however they choose to shop.

Shoppers findretailer products on Google in a multitude of ways—from Search’s sponsored Shopping Unit to YouTube to their Google Home device. But while they may be used to all these modes of discovery and buying, shoppers still prefer a frictionless, end-to-end shopping experience—and they gravitate toward retailers who provide it.

Our new Shopping Actions program offers shoppers an easy way to shop retailer products across Google surfaces with a universal cart, whether they’re on mobile, desktop or even through voice via the Google Assistant, on devices like Google Home. Shopping Actions appear within the sponsored Shopping Unit on the Google Search page. No organic rankings are impacted or changed.Shopping Actions
Check out our full post on Shopping Actions, or sign up here to learn more.

Bridging online and offline worlds with ARCore

What if shoppers could visualize their furniture from the comfort of their home? ARCore 1.0 gives retail developers the tools to build powerful augmented reality apps for Android phones as the virtual, digital and physical worlds come together. It now works on over 100 million devices, on more than a dozen different smartphone models around the world.

There are lots of great examples of AR powered shopping interactions today. Pottery Barn lets shoppers use AR to easily change the color and fabric on furniture to decide which looks best, and they can purchase directly in the app. You can find other retailers with shopping experiences built on ARCore, like IKEA, Jet.com, Lowe’s, eBay and more on the Google Play Store.ARCore
To learn more, check out our full blog post here.

From the station to the store—building habit on transit with Google Pay

When we launched Google Pay, we wanted to make paying fast and simple for as many people in as many places as possible. Transit was a big part of this vision, which is why we’re thrilled to partner with NXP to offer transit and prepaid tickets or passes on Google Pay. Las Vegas is the first city to support this feature, which is powered by NXP’s new MIFARE 2GO Cloud Service and contactless technology.

Now, people can purchase Las Vegas Monorail passes online, save them to Google Pay, and use their phones to ride. What makes this good for retailers? Habit. We’ve found the more people use their phones to ride transit, the more they’re willing to use their phones to pay in stores, according to internal Google research. Building a new habit in one area makes them more likely to apply it to another. And as we expand transit to more cities, we’re excited to see how this affects mobile payments at all the places people shop.
transit and prepaid tickets or passes on Google Pay

Partnering for the future with investments in Cloud

Underpinning this all, we’re continuing to grow Cloud with our partners in mind. We know the best shopping experiences rely on using data to provide these frictionless, personalized ways to shop, which is why we’ve made all the tools we use ourselves—unparalleled machine learning capabilities, analytics, raw computing power and scale—available to retail partners.

Retailers are at the heart of building easier, more seamless shopping experiences for shoppers. By combining Google technology with industry expertise, we’re helping ensure these experiences are focused on the only audience that matters—the customer. Google Cloud can offer retailers true partnership on an open platform that gives shoppers both choice and convenience.

Let’s make shopping magic.

1. Based on data from Google Analytics accounts that have authorized Google to share website data in an aggregated way. US only. January - December 2017.

Source: Inside AdWords

Help shoppers take action, wherever and however they choose to shop

Today’s consumers don’t just want answers; more and more, they’re craving relevant, meaningful, and immediate assistance in completing their day-to-day shopping tasks. We see this in our data: mobile searches for “where to buy” grew over 85% over the past 2 years.1 Moreover, 44% of those who use their voice-activated speaker at least weekly say they use the device to order products they need like groceries and household items at least once a week.2

It’s clear that people want helpful, personal, and frictionless interactions that allow them to shop wherever and however they want -- from making decisions on what to buy, to building baskets, to checking out more quickly than ever before. Put simply, they want an easier way to get their shopping tasks done.

Introducing Shopping Actions

That’s why we’re introducing our Shopping Actions program. It gives customers an easy way to shop your products on the Google Assistant and Search with a universal cart, whether they’re on mobile, desktop or even a Google Home device.

By participating in the Shopping Actions program, you’ll be able to:
  • Surface your products on new platforms like the Google Assistant with voice shopping. Leverage our deep investments in machine learning, AI and natural language processing to offer your customers a hands-free, voice-driven shopping experience. 
  • Help your customers shop effortlessly with you, across Google. A shareable list, universal shopping cart and instant checkout with saved payment credentials work across Google.com and the Google Assistant -- allowing your customers to seamlessly turn browsing into buying. For example, shopper Kai can do a search on Google for moisturizing hand soap, see a listing for up & up brand soap from Target, and add it to a Google Express cart. Later, in the kitchen, Kai can reorder foil through voice, add it to the same cart using Google Home, and purchase all items at once through a Google-hosted checkout flow.
  • Increase loyalty and engagement with your highest value customers. 1-click re-ordering, personalized recommendations, and basket-building turn one-time shoppers into repeat customers. If Kelly does a search for “peach blush,” for example, and she has opted to link her Google account with her Ultamate Rewards status, we’ll recognize this and surface relevant blush results as well as related items -- like makeup brushes -- from Ulta Beauty to help her build a basket with her preferred retailer. If we know she regularly purchases makeup remover on a monthly basis, we’ll surface the same brand of makeup remover to her, right when she has the highest intent to re-order.
In addition, Shopping Actions uses a pay-per-sale model, meaning you only pay when a sale actually takes place.
                      Three properties where transactable inventory will surface 

Early retail partners are realizing results

Across the board, our focus on surfacing highly relevant offers has not only delivered a positive experience to consumers, but has helped our retail partners as well. Early testing indicates that participating retailers on average see an increase in total conversions at a lower cost, compared to running Shopping ads alone.3 We have also seen an approximately 30% average increase in basket size for merchants participating in Shopping Actions.4

Furthermore, we partnered with MasterCard to do a pre/post study among a representative subset of five Shopping Actions merchants. We learned that after using Shopping Actions, a customer spent more with that group of merchants in the 4 month post period.5

Target and Google have a long-standing partnership, and a history of innovating together to make shopping easier and more inspiring. Target was one of the first retailers to test Google Express (now Shopping Actions), and last year expanded the offering nationwide. Over the last six months, Target has seen the size of guests’ Express baskets increase by nearly 20%, with strong adoption in new markets.

“Our guests love the ease and convenience of making their Target Run without lifting a finger by using voice interface. And since the orders are shipped from a nearby Target store, they’ll have their items delivered to their home in just two days,” said Mike McNamara, Target’s Chief Information and Digital Officer. “This is just the beginning for Target and Google. Through our partnership, we’ll continue to add new benefits to help guests save time and money. Shoppers will soon be able to link their Target.com and Google accounts, creating a more personalized and intuitive shopping experience. And later this year, Target guests will be able to use Target’s REDcard when shopping through Google, providing 5 percent off purchases and free shipping.”

Ulta Beauty has seen improvements in loyalty and customer engagement on Google Express, with average order value (AOV) increasing 35% since 2016. “Ulta Beauty looks to offer a seamless shopping experience to our guests wherever they are – instore or online at ulta.com. As a long term strategic partner, Google helps us build bridges between the digital and physical experiences we offer with last mile fulfillment that leverages our stores and expands our inventory across the Google Assistant and Search,” said Mary Dillon, CEO of Ulta Beauty. “When our guests buy through Shopping Actions, they can enjoy the immediate gratification they experience in-store and are coming to expect online. They also spend more with us and enjoy other benefits of being an Ulta Beauty shopper, like earning loyalty points through our award-winning Ultamate Rewards program.”

Floral and gift retailer 1-800-Flowers.com sees Shopping Actions as a way to get back to its roots of delivering immediate, personalized customer service. “Our job is not to tell customers they have to call us or visit us in a certain way, but to actually be where the customers have chosen to be. If we can make it a one-stop shopping experience, we must,” said Amit Shah, CMO of 1-800-Flowers.com. “On Shopping Actions, you can buy something from Costco for yourself but at the same time deliver a gift from 1-800-Flowers.com to your niece who is graduating high school. From the customer's point of view, it provides a very seamless multi-channel and multi-mindset experience.”

Ready to get started?

To learn more about Shopping Actions, sign up through our interest form to be contacted with more information, or check out our Help Center.

We look forward to making the shopping journey more helpful, personal, and frictionless with you!

1. Google Data, US, Jan- Jun 2015 vs. Jan-Jun 2017.
2. Google/Peerless Insights, ‘Voice-Activated Speakers: People’s Lives Are Changing’, Aug. 2017, n=1,642, U.S. monthly active voice-activated speaker owners (Amazon Echo/Dot and Google Home), A18+.
3. Google internal data, Feb - March 2018.
4. Google internal data, Q1 2017 vs 2018 YTD.
5. Mastercard Pre / Post Analysis of Shopping Actions Performance, March 2018. Analysis conducted among MasterCard users of 5 high frequency Shopping Actions Merchants From 4/26/17 – 8/24/17 (Pre) compared to 9/30/17 – 1/28/18 (Post) among 660,171 Existing merchant customers (shopped in last 6 months) , 703,848 New merchant customers (did not shop in last 6 months) and the subset of Shopping Actions customers 10,963 (pre) 11,385 (post). Additional $38 spent at merchants among Google Express Users in 4 month post period.

Source: Inside AdWords

Top agencies partner with YouTube to bring UN goals to life in a new campaign

Last year at Cannes, we announced a partnership with Common Ground and the United Nations for The Common Future Project, bringing together talent from the world’s largest agencies and communications groups to mobilize Generation Z around the UN’s Global Goals.

Over the past few months, our team has been working together to build #LittleXLittle, a global campaign launching today on YouTube. We’re working to inspire 2 billion young people to take simple, micro-actions that can collectively save the world.

Because this generation is more than just big, it’s a passionate group of young people who are fired up. They know what they care about and which issues matter to them but they don’t think they have the strength or the numbers to make an impact.

The campaign encourages each member of Gen Z to take one simple, six-second action for the cause of his or her choice. And we can show that those little actions—when multiplied by the largest generation in human history—can make progress on history’s ambitious roadmap to save the world. Why six seconds? We know that even in this short amount of time, you can take one small action, and deliver one powerful message—just like how YouTube encourages brands to deliver messages in six-second ads.

We’re building on the buzz of our anthem spot by calling on global creators, UN influencers, and members of Gen Z to share their tips, ideas, and inspiration and show how we all have the power to change the world in as little as six seconds. The campaign will include a range of ads, including short-form bumpers—perfect for showing how small things can make a big impact.

The teams also partnered with FameBit to enroll a range of influencers and creators who can galvanize and mobilize Gen Z and add their voices to the movement. Creators from the U.S., U.K., and India have already created their own videos encouraging their fans to support their causes Marissa Rachel whose YouTube channel has over 1.5M subscribers, for example, aims to inspire her community to take action against goal #4: Quality Education.

The campaign will be supported by a media grant from YouTube, and will run in U.S., U.K., Nigeria, and India. We’re thrilled to be able to shine a spotlight on the great collaboration of these agencies coming together for the common good.

Feeling inspired? Visit the www.littlexlittle.com to get involved. We hope you’ll take a picture, share a video and tag it with #LittleXLittle to show the world how you’re taking action.

Become the GOAT of mobile gaming with new innovations from AdWords & AdMob

Great games are magical. They allow players to escape to new worlds, turn into superheroes, and boost their puzzle-solving powers. Now, more than ever, developers like you can become gaming legends who run successful businesses too. To help you get there, we’re sharing several new innovations designed to grow your fan base and earn you more revenue from your apps.

Win people’s attention with new video ads on Google Play 

In a sea of mobile apps, it's critical to reach the right players at the right time and place. Universal App campaigns (UAC) use Google’s machine learning technology to find loyal fans across Google.com, Google Play, YouTube, and over 3 million sites and apps in the Google Display Network. To date, Google has delivered over 10 billion app installs for developers through ads.1 And we’re just getting started.

Over the next few months, we’ll roll out a beta for video ads—a new way to reach players on Google Play with sight, sound and motion. These placements will help you showcase your game as they tap, swipe and scroll to find their next favorite app.

New video ads in Google Play
Find your next player with similar audiences 

With a world of games available on mobile, it can be hard to know who may fall in love with your game. Google helps by analyzing millions of signal combinations in real-time to help you reach the players you care about—like the ones who are likely to beat the first level or make an in-app purchase. In fact, that’s how we’re already helping drive 7 billion in-app events every quarter for our partners.2

But we have more to do. Today we're introducing similar audiences for UAC, to help you find people who share similar interests with your best customers, right when they’re interested in games and apps like yours.

Imagine you’re a developer with a popular mobile game and you’re launching a new title. With similar audiences, you can share your business data with Google to find more players like those playing your current game. By connecting you with more qualified customers, similar audiences can help unlock new opportunities to grow your business. Similar audiences will be available in beta to select advertisers starting in May.

Make ad experiences more valuable with AdMob 

Video ads are more than just a canvas for showcasing your games. They can help turn your apps into a revenue-driving machine. Last year alone, we saw in-app video ad impressions grow 1.8x across our networks.3

But people will abandon even the best apps if the ad experience doesn’t fit the flow of the game or an ad doesn’t respect the player’s preferences. Rewarded ads create value for players by offering them incentives, like an extra life or a special power-up in the game when they need it most. And because players can choose when to watch, these ads don’t disrupt gameplay. That's why more than 45% of AdMob’s top 1000 gaming partners (by revenue) use rewarded ads to monetize their apps.4

Last year, we made it easy for you to deliver rewarded video ads lasting 6 to 60 seconds in portrait and landscape modes. Today, we’re introducing two new rewarded ad experiences that will become available to AdMob developers over the next few months: playable ads and multiple-option video ads. With these new formats, you can monetize your games while ensuring your players can interact with ads in a way that doesn’t interrupt their game play.
Rewarded ads with multiple-option videos
description here
Rewarded ads with playables
Earn more from your ad partners with Open Bidding on AdMob 

We know mediation is an important strategy to grow revenue from different ad networks. But you’ve also told us mediation can be difficult to manage. It’s time consuming to reconcile reports and chase payments from different partners. Implementing multiple ads SDKs increases development time and slows down your app. And, more than anything, mediation is based on historical CPMs, so it’s possible you’re leaving money on the table.

Our new beta, Open Bidding, takes monetization to the next level. Now, networks can bid to serve ads in your app simultaneously in a single unified auction. The result: increased competition that could lead to higher revenue. Also, there are fewer SDKs to implement, payments are simplified, and you’ll get meaningful insights from integrated reports in a single performance dashboard.

Open Bidding is already live with bids from Smaato, Index Exchange and OpenX. We’re looking forward to adding even more networks over the next few months, including AdColony and Vungle. That way you can earn more from your apps and get time back to make them even better.

To learn more about these innovations, please join us at the Game Developers Conference next week. My team and I look forward to sharing more details on the work we’re doing to make it easier for you to become the GOAT of mobile gaming.

1. Google Ads Data, iOS/Android, Global, March 2018.
2. Google Ads Data, iOS/Android, Global, March 2018.
3. Google Ads Data, iOS/Android, Global, Jan 2016 - Dec 2017.
4. Google Ads Data, iOS/Android, Global, Jan. 2018.

Source: Inside AdWords

New ways to harness the combined power of Google and YouTube in AdWords

With the world’s information at people's fingertips, today’s consumers research everything before they buy—they read reviews, search for product details and watch videos to make the decision that’s right for them.

Whether it’s something major like a new car, or an everyday item like an umbrella, shoppers turn to Google for help deciding what to buy. Did you know that mobile searches on Google for 'best umbrella’ have grown over 140% in the past two years?1 By the same token, review videos on YouTube had more than 50,000 years (438 million hours) worth of watch time on mobile alone.2

This morning at Search Marketing Expo West, we’re announcing several innovations in the new AdWords experience to help you meet the increasing demands of consumers through search and video. 

Reach consumers who searched on Google...on YouTube 

Soon you’ll be able to reach people on YouTube who recently searched for your products or services on Google. For example, an airline could reach people on YouTube who recently searched Google.com for "flights to Hawaii." We call this custom intent audiences. Custom intent audiences can be an effective way to move undecided customers to action using the persuasive power of video. To get started, all you have to do is create a keyword list for your video campaign in the new AdWords experience.

                          A Google search query and a TrueView for action ad as seen on mobile devices.

Online investment company Betterment used custom intent audiences to reach YouTube viewers who recently searched for financial keywords on Google. The brand increased its return on ad spend 6X compared to previous YouTube campaigns, and saw a 245% increase in searches on Google.com, including their brand term: "Betterment".

Custom intent audiences are likely to drive the best results when paired with TrueView for action, our direct response video ad format expanding to global availability later this month. These video ads allow you to customize a call-to-action to drive the outcome that’s most important to your business, like leads or referrals. We automatically optimize these campaigns with Target CPA bidding for the most efficient results possible.

More AdWords innovations to save you time and drive better performance 

Innovations like custom intent audiences—along with all the other features we're developing—are only available in the new AdWords experience. In fact, the majority of advertisers are already using the new experience and benefitting from innovations that save time and deliver better performance. Today, we’re introducing notes and the new Recommendations page.

In the next few weeks, we’ll be rolling out notes to help you capture important events or details about your accounts right in your performance graphs so anyone in your business can see what caused a change in your performance. For example, you can leave a note to explain a recent spike in clicks for a particular promotion.
                                     An example of the notes feature in the new AdWords experience.

We've also rebuilt and renamed the Opportunities page to help you focus on the most actionable fixes for your account. On the new Recommendations page, you'll now see 16 new types of recommendations to help you drive better results for your business, including suggestions to set your optimal bidding strategy, add audiences, or create better ads. Coming soon, you’ll also see your account’s performance score. This will help you prioritize improvements so you can optimize efficiently for better performance.

                              The new Recommendations page.

After applying a recommendation for ECPC, global fashion retailer Mango saw a 59% increase in conversions. Seeing this success, Mango implemented Smart Bidding across all their accounts and drove an average increase in ROAS of 22%.

SMX West is buzzing with energy this year. We hope you'll join us in our Learn with Google Classroom to connect and hear more about how these new products can help you grow your business. 

1. Google Data, U.S. Jan. - June 2015 vs. Jan. - June 2017
2. YouTube Data, US, Classification review videos were based on public data such as headlines, tags, etc., and may not account for every such video available on YouTube, July 2015 - June 2017

Source: Inside AdWords