Tag Archives: Google Ad Manager

Reimagining the commercial break in 2019

The TV industry continues to evolve rapidly and our partners are leading the change by bringing exceptional content and entertainment to viewers with more ways to watch that content than ever before. As viewers take advantage of new ways to watch anytime and anywhere, whether it’s on connected TVs, set-top-boxes, mobile apps, or the web, our partners are using Google Ad Manager to monetize their video content across screens everywhere. Let’s take a closer look at how media companies are transforming the TV landscape and what’s ahead for 2019.

Cross-screen opportunities

New opportunities and challenges as TV and digital converge

In our recent research report on the convergence of TV and digital video, we learned that TV executives feel most prepared for the future of TV technology and infrastructure, but feel least prepared when it comes to changes in ad sales execution, revenue models, buyer-seller conversations, and measurement. They’re adapting their distribution strategies to reach viewers on more devices, platforms, and digital services. Last year alone, we saw ad impressions served to connected TVs using Ad Manager increase by more than 80 percent.

As TV and digital continue to converge in 2019, we expect to see even more options for people to watch the content they love, including direct-to-consumer apps and skinny bundles.

More Features Advanced TV

Effective features to help partners reimagine the commercial break

Our partners are reimagining the commercial break by using Ad Manager’s advanced TV solutions to deliver seamless, personalized, and measurable ad experiences everywhere. This includes capabilities like Dynamic Ad Insertion, where we saw impressions served during live events increase by over 2x during the past year. We’re powering seamless ad experiences for the world’s largest events from brands like Major League Baseball, WWE, National Football League, and NASCAR Digital Media. We’ve also added new features like Smarter Ad Breaks that help partners optimize for yield while honoring TV business rules for a more personalized ad experience and we’re working with the IAB’s Open Measurement Working Group to enable open viewability measurement across the ecosystem.

In 2019, we’ll be working with our TV partners to build solutions that bring the best of TV and digital together, giving partners more TV-like control with digital flexibility over their commercial break experience.

More partnerships advanced TV

New partnerships to advance the future of TV

We’re partnering with some of the biggest leaders in broadcasting and entertainment globally to build for the future of TV. For example, we recently expanded our strategic relationship with The Walt Disney Company and Ad Manager will serve as their core ad technology platform to power video ads for their properties across multiple channels, including on the web, in mobile apps, streaming through connected TVs, and for live events. We’re also working with partners like TotalPlay, one of Mexico’s most innovative telecommunications and IPTV providers, to test delivering addressable ads to their TV audiences. And this past year we welcomed new partners to our platform like Univision, CheddarTV, Major League Baseball, National Hockey League, and many more globally. Each of these partners will be able to use Ad Manager to provide seamless, personalized, and measurable ad experiences that keep their viewers engaged, whether it’s on live, linear, or on-demand content.


As we look forward to 2019, we’ll continue to innovate with our TV partners and the industry for the future of TV, including driving next generation TV standards like ASTC 3.0 and HbbTV. As the gap between digital and TV continues to close and new opportunities emerge, we’ll be working hand-in-hand with our partners to reimagine the commercial break and inspire the best ad experiences everywhere.

2018 rewind: A look back at the top stories, moments and research

And just like that, the curtain has closed on 2018! While the industry navigated its fair share of changes this year (just like every year before), the holiday season and the promise of a fresh start always work as a natural reminder to reflect on the past twelve months. With that in mind, here’s a look back at the top stories, moments and research from Google Ad Manager that had the biggest impact on our partners. Much more to come in 2019—we’ll see you then.

Ad Manager recap 1

We welcomed Google Ad Manager

This year we introduced Google Ad Manager, a complete platform to grow ad revenue and protect your brand wherever people are watching, playing or engaging with your content. Bringing Ad Manager to fruition was a three year project that seamlessly folded DoubleClick Ad Exchange and DoubleClick for Publishers together into a truly unified platform.

Ad Manager recap 2

Exchange Bidding went mainstream

In April, we announced that Exchange Bidding was available with new features to all customers using Google Ad Manager. With Exchange Bidding, publishers can increase revenue by allowing multiple exchanges to compete with each other — and with Google Authorized Buyers — in a unified auction. Publishers can now access real-time demand from more than 10 exchanges including new partners like Triplelift and Aerserv directly in Google Ad Manager. Learn how partners like Vice and RhythmOne are using Exchange Bidding to grow revenues and transform their businesses.

Ad Manager recap 3

The ads.txt standard made strong progress

In July, we put out an update that nearly 90 percent of our publisher partners had adopted ads.txt, and that over 80 percent of the available inventory across exchanges accessed by Display & Video 360 was authorized. In an effort to prevent advertisers from buying unauthorized inventory, we also released a new ads.txt inventory control that allows marketers and agencies using Display & Video 360 to run campaigns only on sites that support ads.txt, and exclude inventory from sites without the file. And just last month, the IAB Tech Lab released the app-ads.txt spec for final review.

Ad Manager recap 4

Industry collaboration led to the takedown of the “3ve” botnet

At its height, the 3ve botnet compromised over one million IPs resulting in over three billion bid requests per day. Google worked with White Ops and nearly 20 partners for over a year to combat the operation, referred the case to law enforcement, and ultimately helped take the operation down. In partnership with White Ops, we published a white paper about how we identified the ad fraud operation, the steps we took to protect our clients from being impacted, and the technical work we did to detect patterns across systems in the industry.
Ad Manager recap 5

Advanced TV moved to primetime

In September, we detailed how Google Ad Manager is helping TV broadcasters and distributors reimagine the commercial break by highlighting key platform features developed to enhance the TV viewing experience. We followed this news by releasing a comprehensive research report on “The convergence of TV and digital” which analyzed 20 interviews from top TV executives and highlighted the current challenges and future opportunities. Lastly, we announced a new strategic partnership with The Walt Disney Company to power their video ads on the web, in mobile apps, streaming through connected TVs and for live events across their premium brands and properties.

Ad Manager recap 6

GDPR required changes to our consent policy

Europe’s new General Data Protection Regulation (GDPR) came into effect in May, requiring that publishers take extra steps to ensure they are compliant with the new laws and ad policies. Google took extensive steps to help prepare our clients and partners for the transition and made updates to our EU user consent policy that reflected the regulations. We launched a number of product updates to help publishers comply, including: ad technology provider controls, optional consent gathering tools, and a non-personalized ads solution.

Ad Manager recap 7

Brands and publishers adopted Programmatic Guaranteed

Globally, the amount of revenue publishers earned from Programmatic Guaranteed deals grew more than 2x year-over-year in 2018 (according to internal data). This growth indicates that both publishers and advertisers are realizing the performance and operational benefits outlined in the research we produced with The Boston Consulting Group (BCG) and Nielsen. BCG found that Programmatic Guaranteed deals took as much as 57 percent less time for publishers to set up and manage than traditional direct deals. Nielsen found that when brands consolidate their direct and indirect deals using Programmatic Guaranteed, they experienced an 11 percent increase in unique reach on average.

Ad Manager recap 8

Learn more, do more

Over the past year we’ve worked to develop and share success stories that highlight amazing work and ingenuity from our partners around the world. These case studies and more can be found in the research section of the Google Ad Manager website. We’ve also published dozens of blogs highlighting news and announcements about new product developments, events and partnerships. And lastly, we’ve added a new monetization section on the Think With Google website with high level content for publishers. To stay up to date on our latest news you can sign up for the Google Publisher Connection newsletter, or follow us on LinkedIn and Twitter.


Once again, we’d like to thank all of our partners for making 2018 a fantastic year.
More big things to come in 2019!

Disney and Google expand strategic relationship

People today exercise greater control over what they view and when—and on which screens—they view it. They watch sitcoms in taxis and on trains, and stream news and documentaries at the gym. All of which contribute to a striking new reality: TV is no longer a stationary box anchored to a corner in your living room.

People also expect the same content they love in the living room on every screen, which can be the difference between a loyal fanbase and a lost audience. Advertisers want to deliver quality ad experiences that are relevant, seamless and measurable across screens, inspiring media companies to reimagine the commercial break.

Disney DTC

That’s why we’re excited to announce today a new global strategic relationship with The Walt Disney Company.

Disney and Google share a passion for bringing quality content and information to everyone, everywhere. With this new relationship, Disney will bring its entire global digital video and display business onto Google Ad Manager, which will serve as its core ad technology platform. 

Disney CTV Image

That means that Google will now power advertising for Disney’s unmatched collection of brands and properties—including Disney, ABC, ESPN, Marvel, Pixar and Star Wars—across multiple channels, including live streaming and direct-to-consumer content offerings. Disney will be able to serve video ads effortlessly on the web, in mobile apps, streaming through connected TVs and for live events.

Together, we plan to build an advanced video experience for Disney that will transcend devices, platforms, and living rooms to bring the magic of premium video content into people’s hearts, minds, and screens—everywhere. 

Source: Google Ads


New research on the convergence of TV and digital video

The landscape of TV is shifting in significant, exciting ways. Consumers have more content choices and ways to watch than ever before and broadcast leaders (including traditional linear broadcasters, OTT providers, and digital-first video publishers) are adapting their business strategies for the new era of viewership. Throughout this transformative period broadcasters have been met with several challenges; they’re grappling with cross-screen monetization, onboarding new technology, and changing the way their organizations think about digital.


In an effort to help our advanced TV and video partners prepare for the future, we recently commissioned Illuminas, an independent research partner, to interview twenty TV executives to learn what’s top of mind now for broadcasters and what their long-term objectives are for the future.


We’re excited to share their observations in a new report, “The convergence of TV and digital: How broadcasters are building for success,” which covers topics ranging from consumer viewing trends to changes in revenue models to the opportunity for programmatic TV.


So, what are the TV trends that matter… and how are industry leaders getting ready for the future? Download the full report to find out.


Join us at advanced TV events this fall

The TV industry is steadily embracing digital as people consume more live, linear, and on-demand content across all screens. This presents both exciting opportunities and interesting challenges as we navigate this new space and build for the future of the TV experience. As part of this shift, we recently announced Google Ad Manager’s advanced TV solutions to help our partners deliver seamless, personalized, and measurable commercial experiences everywhere audiences are watching.


This fall, alongside several of our partners, we’re participating in two events to share how we’re bringing the power of digital to advanced TV: the National Association of Broadcasters (NAB) Show in New York and TV Week New York City. These forums are some of the best places to learn about industry trends, new technologies, and how to provide high-quality experiences as the TV landscape evolves.


We hope you’ll join us at these events to learn more about how we’re reimagining the commercial break and taking television into the future with our partners.


National Association of Broadcasters Show: 

The NAB comes to the Javits Convention Center in New York City from October 17 - 18 and features three Google Ad Manager sessions at its Streaming Summit.


Wednesday, October 17

2:30 PM: Bringing Addressability to Every Screen Including Linear Television

3:15 PM: Best Practices for Deploying Server Side Ad Insertion


Thursday, October 18

10:15 AM: Monetizing Video Content Direct-to-Consumer


NYC TV Week:

TV Week returns to New York City on October 29 - November 1, bringing together leaders across broadcast, cable, advertising and technology to discuss emerging trends in the TV industry. You can find Google Ad Manager sessions at the Advanced Advertising Summit and Next TV Summit.


Thursday, November 1 - Advanced Advertising Summit

9:10 AM: Keynote: Embracing an Advanced TV Future

3:20 PM:  Reality-Check Roundtable: Cross-Channel Ad Planning/Buying/Selling


Thursday, November 1 - Next TV Summit

2:15 PM: Keynote: Delivering a Premium Viewership Experience

3:45 PM: Panel: Marketing & Advertising Trends in Video Consumption & Advertising


We’re excited to share insights into the future of advanced TV at these events, and we hope to see you there. Learn more about the NAB Show NY and NYC TV Week.


New MRC accreditations and partners for Google and YouTube ads measurement

Is my marketing working? It sounds like a simple question, but in today's complex environment, answering it correctly is a challenge. To help advance advertising measurement, we’ve invested in third-party accreditations through the Media Rating Council (MRC), and partnerships with leading measurement technology providers. Together, these efforts help ensure that the metrics our advertising solutions deliver are trusted, align with industry standards, and can be compared across providers.

Today, we’re announcing new MRC accreditations across Google advertising products, including Google Ads, Google Marketing Platform (specifically Display & Video 360 and Campaign Manager), and Google Ad Manager.1

We’ve also made progress with Google Measurement Partners for viewability, brand safety, and reach reporting on YouTube.

Trusted metrics across Google’s advertising solutions

Advertisers consistently tell us that they struggle with comparing media placements to determine where to invest their limited marketing resources. It’s a problem that’s made even worse when media providers use different definitions of commonly accepted metrics like clicks, impressions, and viewable impressions.

By endorsing the MRC standards and Interactive Advertising Bureau (IAB) guidelines for media measurement, we stand on the side of marketers, who deserve transparency and fairness in their media buys.

Below, you’ll see the comprehensive list of MRC accreditations we currently maintain across search, display, and video ads on the web and in apps. Accredited metrics include various aspects of our clicks, served impressions, viewable impressions, and invalid traffic detection and filtration. 

MRC Accreditations

With today’s announcements, YouTube video ad impressions and viewability metrics for desktop, mobile web, and mobile in-app are now fully MRC accredited in Google Ads, Display & Video 360, and Campaign Manager. And we’ve begun the audit process for MRC accreditation of recently added metrics, including brand safety and Unique Reach reporting on YouTube in Google Ads.

“Google has consistently demonstrated a commitment to helping advertisers and publishers achieve transparency and quality in measurement through its work with the MRC. In addition to submitting products for initial consideration for MRC accreditation, Google also has expanded on the scope of what’s being submitted for existing accredited products. This progress is emblematic of what we at MRC consider to be our core industry mission: to help lift the bar for quality in measurement consistently upward.”

—George Ivie, CEO and Executive Director, Media Rating Council

“Google’s efforts to create transparency and choice through MRC accreditation demonstrates their commitment to delivering a better, more responsible advertising ecosystem. The ultimate goal is to ensure transparency at every step in the complex advertising supply chain, and Google’s efforts are helping us achieve that objective."

—Bob Liodice, CEO, ANA

More transparent YouTube measurement with trusted partners

To help advertisers measure YouTube media in a verified, privacy-safe way with the measurement solution of their choice, we've also made progress with Google Measurement Partners for viewability, brand safety, and reach reporting.

First, the YouTube data feed for video viewability reporting by third-parties is currently under audit by the MRC. Our ultimate goal is to achieve MRC accreditation for our integrations with DoubleVerify and Integral Ad Science (IAS), so advertisers can be confident that YouTube metrics have been third-party verified, no matter where they choose to measure.

In addition, brand safety verification on YouTube by both DoubleVerify and IAS is now in expanded beta. In beta tests with DoubleVerify and IAS, we’re seeing 99 percent success rates on brand safety across both auction and reserve, including Google Preferred.2

We’re also expanding our partnerships for reach measurement, which now include Nielsen, comScore, Kantar, and soon, Meetrics. This month, YouTube’s integration with Nielsen for mobile in-app measurement has expanded to Australia and Italy. This is in addition to the U.S., Canada, Japan, U.K., Germany, and France which are already available.

To know if their marketing is working, advertisers need access to accurate, timely metrics they can trust, regardless of which measurement provider they choose. Looking to the future, we’ll continue investing in measurement solutions and partnerships that help advertisers understand and compare the impact of their investments using commonly accepted metrics and standards.



1. New MRC accreditations achieved since our blog post in February 2017 include:

  • Google Ads:

    • Served Ad Impressions for video on desktop, mobile web and mobile in-app

    • Viewable Ad Impressions for video on desktop, mobile web and mobile in-app

    • Sophisticated Invalid Traffic Detection & Filtration for Clicks for search and display on desktop, mobile web and mobile in-app, and Viewable Ad Impressions for video on desktop, mobile web and mobile in-app

  • Google Marketing Platform:

    • Display & Video 360:

      • Clicks for display and video on desktop, mobile web and mobile in-app

      • Served Ad Impressions for display and video on desktop, mobile web and mobile in-app

      • Viewable Ad Impressions for display and video on desktop, mobile web and mobile in-app

    • Campaign Manager:

      • Clicks for display and video on desktop, mobile web and mobile in-app

      • Served Ad Impressions for display on mobile web and mobile in-app

      • Viewable Ad Impressions for display on desktop, mobile web and mobile in-app

      • Sophisticated Invalid Traffic Detection & Filtration for Served Ad Impressions and Viewable Ad Impressions for display and video on desktop and mobile web

  • Google Ad Manager:

    • Served Ad Impressions for display on mobile web and mobile in-app, and for video on mobile in-app

    • Viewable Ad Impressions for display on mobile web and mobile in-app, and for video on desktop, mobile web and mobile in-app


2.  DoubleVerify and IAS Testing, Global, June 2018


Selling inventory is easier with Google Ad Manager

The digital landscape is evolving, and savvy publishers are evolving with it. There are more opportunities than ever for advertisers to reach their desired audience, no matter what platform, channel, or device consumers are using.


That’s why we launched Google Ad Manager—to help you grow revenue wherever people are watching TV, playing mobile games, noodling around on their desktops, or engaging on social media. Here are a few ways you can use Ad Manager to get the most out of your ad inventory.
Tailor your inventory with Google Ad Manager

Tailor your inventory to meet advertisers’ goals

Start by taking control of your inventory. Ad Manager lets you segment inventory in multiple ways, so you can meet demand for ads that reach specific audiences. For example:

Key-values: You can get even more granular by using key-values, such as a specific search keyword, to provide the exact audiences advertisers want to reach.

  • Audience: Organize according to users’ behavior on your sites or apps (first-party segments) or integrate data from outside vendors (third-party segments).
  • Devices and browsers: Organize inventory according to device type, browser, or operating system. You can even use browser language. Want to reach only Spanish-speaking Safari users? No hay problema.
  • Geography: Segment your inventory based on countries, regions, U.S. metro areas, U.K. TV regions, cities, and postal codes. You can also specify places to exclude. Think globally, advertise locally.
  • Delivery: Use Ad Manager’s delivery tools to see which ads in your inventory delivered on your page and why, then manage delivery speed, frequency caps, and day and time segmenting (dayparting) to maximize their ROI. Be surgical and precise.

Sell Inventory

Five ways to sell your inventory on Ad Manager

Regardless of how you work with buyers and advertisers, Ad Manager can help you get the most out of your inventory. So once you’ve optimized your inventory, Ad Manager can help you sell it in a variety of different ways:

  1. Direct sales. Your in-house team can directly negotiate high-priority ads, such as sponsorships, full-page takeovers, and custom creative integrations. Or, you can create valuable “share-of-voice” ads that give advertisers a certain share of the page views on your site.
  2. Programmatic Guaranteed. Ad Manager’s programmatic features allow you to automate negotiation and sales of your inventory, simplifying the process and reducing the potential for human error. Programmatic Guaranteed campaigns allow you and the buyer to agree on a price and terms for premium inventory ensuring you reserve your best inventory for your highest value advertisers. By offering advanced capabilities for buyers, including global frequency management and the ability to use their own audience lists, Programmatic Guaranteed brings new value to your direct sales business.
  3. Exchange Bidding. Invite trusted third-party exchanges to engage in a unified real-time auction. By allowing multiple exchanges to compete with each other, publishers can make more money for their inventory, while maintaining some control over ad quality.
  4. Open Auction. Let Ad Manager automatically select the highest paying ads that match your business rules from all advertisers bidding in the Open Auction.  In other words, Ad Manager will help you find ads in the open auction, that can help you earn the most revenue.
  5. Private marketplaces. These include both Private Auctions and Preferred Deals. A Private Auction gives a select group of buyers access to inventory before it becomes available in the open auction. Preferred Deals bypass auctions completely, with the publisher cutting a deal at a fixed price with one specific buyer. Both options give high-value remarketing buyers access to more inventory.

Integrate your ad management to capture revenue across all buyers

No matter how you sell your inventory, Ad Manager’s rules-based management system automatically synchronizes advertiser blocks across all your deals and inventory, artfully steering clear of any conflicts. It’s a comprehensive ad sales platform that helps organize your inventory and optimize your connections to customers. By allowing you to connect all your inventory to all your advertising partners in one place, you can earn more and grow your business.

Three things to know about Google Ad Manager

It’s been a little over a month since we introduced our newly branded ad monetization platform, Google Ad Manager. Bringing together DoubleClick for Publishers and DoubleClick Ad Exchange, this unified platform helps you earn more money and protects your brand in all the new places people are watching, playing or surfing -- from traditional desktops to mobile apps and smart TVs.

If you're a customer of Google Ad Manager, you're already familiar with much of what Ad Manager can do. But here are some facts that may still surprise you.


Mobile in pocket

1. It’s small enough to fit inside your pocket

The majority of ads served by Ad Manager are to non-desktop devices.1 In fact, ads delivered to mobile apps grew by more than 60 percent last year alone.2

As people consume more content on the go, and as the next generation of internet users comes online via smartphones first, mobile ads in apps and on the web continue to grow and remain important. According to eMarketer, mobile advertising is growing at nearly 24 percent per year and will account for more than a third of all advertising spend in 2018. That share will rise to 48 percent by 2022.

Google Connected TV

2. Ad Manager also handles TV commercials

Digital video ads generated nearly $12 billion in revenue last year, a 33 percent spike over 2016, according to the Interactive Advertising Bureau. While the vast majority of those video ads were delivered to phones or computers, an increasing number are being displayed on smart TVs.

Whether your audience is watching live sports or their favorite TV show on-demand, Google Ad Manager can deliver the right commercial break experiences in the living room, keeping people watching.  Last year alone, video ad impressions served to connected TVs using Ad Manager increased by more than 80 percent.3

Globe

3. ...And speaks Swedish

Also Arabic, Chinese, German, Japanese, Spanish, Polish, and several flavors of English. All told, Ad Manager serves programmatic ads from Authorized Buyers in 44 languages, with 33 regional sales teams serving customers in almost every country in the world.4 Skȧl!

To learn more about Ad Manager and make sure you never miss an update, bookmark our blog for the latest news and tips, and follow us on Twitter and LinkedIn.

1,4 Google Ad Manager Data, June 2018

2,3 Google Ad Manager Data, Q1'2017 - Q1'2018


New ads.txt-only inventory control in Display & Video 360

The IAB’s ads.txt standard was created to increase transparency in the digital advertising ecosystem. By letting website owners publicly declare who is allowed to sell their ad space, ads.txt helps ad technology companies identify unauthorized and domain-spoofed inventory being sold across the industry.


Last November, as websites started putting up their ads.txt files, we began blocking unauthorized inventory from Google’s advertising systems. But what about inventory from sites that have not yet published an ads.txt file? To help prevent buying in those situations, we’ve launched a new ads.txt-only inventory control in Display & Video 360 (formerly known as DoubleClick Bid Manager). Now, marketers and agencies using Display & Video 360 can choose to run campaigns on sites that support ads.txt authorized inventory, and exclude inventory from sites without the file.


The transparency, simplicity and effectiveness of the ads.txt standard has helped publishers adopt it across the digital advertising ecosystem at a rapid pace. Since February of this year, more than 430,000 website domains have added an ads.txt file to their sites to verify their inventory, according to our ads.txt crawler.

ads.txt numbers

Based on daily scans of over 30 million domains with the Google ads.txt crawler

We’re proud to say that nearly 90 percent of our publisher partners have adopted ads.txt. What’s more, over 80 percent of the available inventory across exchanges accessed by Display & Video 360 is now authorized. Finally, as more websites continue to adopt the standard, we plan to make the ads.txt-only inventory control the default setting for Display & Video 360 by the end of 2018.

Putting machine learning into the hands of every advertiser

The ways people get things done are constantly changing, from finding the closest coffee shop to organizing family photos. Earlier this year, we explored how machine learning is being used to improve our consumer products and help people get stuff done.

In just one hour, we’ll share how we're helping marketers unlock more opportunities for their businesses with our largest deployment of machine learning in ads. We’ll explore how this technology works in our products and why it’s key to delivering the helpful and frictionless experiences consumers expect from brands.

Join us live today at 9am PT (12pm ET).

Deliver more relevance with responsive search ads

Consumers today are more curious, more demanding, and they expect to get things done faster because of mobile. As a result, they expect your ads to be helpful and personalized. Doing this isn’t easy, especially at scale. That’s why we’re introducing responsive search ads. Responsive search ads combine your creativity with the power of Google’s machine learning to help you deliver relevant, valuable ads.

Simply provide up to 15 headlines and 4 description lines, and Google will do the rest. By testing different combinations, Google learns which ad creative performs best for any search query. So people searching for the same thing might see different ads based on context.

We know this kind of optimization works: on average, advertisers who use Google’s machine learning to test multiple creative see up to 15 percent more clicks.1

Responsive search ads will start rolling out to advertisers over the next several months.

Maximize relevance and performance on YouTube

People watch over 1 billion hours of video on YouTube every day. And increasingly, they’re tuning in for inspiration and information on purchases large and small. For example, nearly 1 in 2 car buyers say they turn to YouTube for information before their purchase.2 And nearly 1 in 2 millennials go there for food preparation tips before deciding what ingredients to buy.3 That means it’s critical your video ads show at the right moment to the right audience.

Machine learning helps us turn that attention into results on YouTube. In the past, we’ve helped you optimize campaigns for views and impressions. Later this year, we’re rolling out Maximize lift to help you reach people who are most likely to consider your brand after seeing a video ad. This new Smart Bidding strategy is also powered by machine learning. It automatically adjusts bids at auction time to maximize the impact your video ads have on brand perception throughout the consumer journey.

Maximize lift is available now as a beta and will roll out to advertisers globally later this year.

Drive more foot traffic with Local campaigns

Whether they start their research on YouTube or Google, people still make the majority of their purchases in physical stores. In fact, mobile searches for “near me” have grown over 3X in the past two years,4 and almost 80 percent of shoppers will go in store when there’s an item they want immediately.5 For many of you, that means driving foot traffic to your brick-and-mortar locations is critical—especially during key moments in the year, like in-store events or promotions.

Today we’re introducing Local campaigns: a new campaign type designed to drive store visits exclusively. Provide a few simple things—like your business locations and ad creative—and Google automatically optimizes your ads across properties to bring more customers into your store.

Show your business locations across Google properties and networks


Local campaigns will roll out to advertisers globally over the coming months.

Get the most from your Shopping campaigns

Earlier this year, we rolled out a new Shopping campaign type that optimizes performance based on your goals. These Smart Shopping campaigns help you hit your revenue goals without the need to manually manage and bid to individual products. In the coming months, we’re improving them to optimize across multiple business goals.

Beyond maximize conversion value, you’ll also be able to select store visits or new customers as goals. Machine learning factors in the likelihood that a click will result in any of these outcomes and helps adjust bids accordingly.

Machine learning is also used to optimize where your Shopping ads show—on Google.com, Image Search, YouTube and millions of sites and apps across the web—and which products are featured. It takes into account a wide range of signals, like seasonal demand and pricing. Brands like GittiGidiyor, an eBay company, are using Smart Shopping campaigns to simplify how they manage their ads and deliver better results. GittiGidiyor was able to increase return on ad spend by 28 percent and drive 4 percent more sales, while saving time managing campaigns.

We’re also adding support for leading e-commerce platforms to help simplify campaign management. In the coming weeks, you’ll be able to set up and manage Smart Shopping campaigns right from Shopify, in addition to Google Ads.

Tune in to see more!

This is an important moment for marketers and we’re excited to be on this journey with you. Tune in at 9am PT (12pm ET) today to see it all unfold at Google Marketing Live.

For the latest news, follow the new Google Ads blog. And check out g.co/adsannouncements for more information about product updates and announcements.


1. Internal Google data

2. Google / Kantar TNS, Auto CB Gearshift Study, US, 2017. n=312 new car buyers who watched online video

3. Google / Ipsos, US, November 2017

4. Internal Google data, U.S., July–Dec. 2015 vs. July–Dec. 2017

5. Google/Ipsos, U.S., “Shopping Tracker,” Online survey, n=3,613 online Americans 13+ who shopped in the past two days, Oct.–Dec. 2017

Source: Inside AdWords