Author Archives: Jerry Dischler

Building for the future to help you prepare for what’s next

The COVID-19 recovery process will vary by country, region and business sector, but the transformation will have an impact on all of us. Google is committed to providing economic relief and supporting the pandemic recovery efforts, which is why we’re working to provide accurate vaccine information and increasing vaccine access to people around the world, with a particular focus on countries that are continuing to experience the pandemic most intensely.

We’ve also been focused on how our products can help make things easier for people during this difficult time. Last year, we revamped our roadmap with simple, helpful solutions like curbside pickup for Local Inventory Ads and booking services directly in Search results through Local Services Ads. In 2021 we’re continuing to fine-tune our products to help advertisers connect with consumers even as the world around us keeps changing.

Join us today at Google Marketing Livestream 2021 at 8 a.m. PT / 11 a.m. ET to learn more — including a deep dive into our latest innovations across privacy, measurement and automation.

Developing privacy-safe advertising technology

Time spent with digital media increased 15% last year, according to eMarketer, as people turned to devices like smartphones, connected TVs and computers. As they use digital tools to manage more aspects of their lives, people want to know that their privacy is protected and we expect these concerns will only increase in the future.

A healthy ads ecosystem is critical to keeping the internet open and accessible for everyone, but we must also ensure that people feel safe when they are online. Now is the time for our industry to rethink our practices and take bold action to regain people’s trust. That’s a key reason why we announced earlier this year that we won’t build alternate identifiers once third-party cookies are phased out. 

The good news is that it’s possible to improve privacy while still delivering business results. We’re collaborating with the web community to build solutions like those in the Privacy Sandbox. It’s an open-source initiative to develop new technologies centered on privacy techniques like anonymization, aggregation and on-device processing designed to support key advertising use cases such as interest-based ads, measurement and more.

Navigating new measurement and
audience strategies

Accurate measurement of your marketing is especially critical so that you know where to invest to drive the most impact. But the tools advertisers have historically relied on to measure results — such as cookies and other identifiers — are rapidly changing. We're focused on ensuring privacy-safe measurement is accessible to businesses and brands of all sizes. 

We're investing across our products to help unlock insights into consumer behavior and purchasing decisions using machine learning. For example, we’ll soon be including Display and YouTube, as well as in-app conversions, in all Google Ads attribution models, including data-driven attribution powered by Google’s machine learning. These changes will help you properly value the impact of all your Google Ads campaigns.

We recently shared how we're making it possible for you to use your consented first-party data to preserve accurate measurement, even when fewer cookies are available. First-party data can also help you connect with more of the right people for your business. We're now expanding the availability of Customer Match to nearly all advertisers to reach and re-engage customers across ad types. As we look to the future, you can expect to see more innovations like these to help with your transition to a privacy-first world.

Improving automation with better performance

As the recovery continues, advertisers can automatically tap new pockets of growth by using products that dynamically respond to the market conditions most relevant to their business. Today, advertisers are applying automation to more aspects of their campaigns than ever before — from automatically assembling and selecting the best-performing creatives with responsive search ads, to finding more search queries that perform using broad match keywords, and setting the right bid for every auction by factoring in a wide range of signals that predict performance using Smart Bidding. In fact, we’ve seen that automation products are even better together. For example, companies that switch from phrase match keywords to broad match keywords in campaigns that use Target CPA bidding see 25% more conversions.

Text says: Broad match finds new, high-performing queries and emerging trends. Smart Bidding delivers the right creative for each query at the right price. Responsive search ads automatically assembles the most relevant creative

Combining our automated products creates a multiplicative effect for driving growth — starting with keywords, bidding, and creative

Since automation is delivering strong results for advertisers, we want to help you use it in more places. Today more than 80% of advertisers use automated bidding to take the guesswork out of setting bids and to achieve their performance goals. For example, advertisers who want to optimize their campaigns based on return on ad spend use Target Return on Ad Spend (Target ROAS) Smart Bidding strategies to automatically optimize bids and maximize revenue. Now we’re expanding Target ROAS to work across even more of Google’s channels, including Discovery ads and Video action campaigns.

Just like with automation, you get more efficiency and better results when our advertising tools work together. So we've made it easy for retailers to connect your Google Merchant Center feed to Discovery ads and Video action campaigns. This will help you use images and video to drive product discovery and purchases for your full product catalog. In March, when we compared more than 900 Video action campaigns, we found advertisers that added product feeds drove 60% more conversions at a lower cost, compared to advertisers that didn't add product feeds.

Demonstration of a product feed added to Video action campaigns

 Product feed added to Video action campaigns

Bringing the full value of automation to more advertisers 

Last year we shared that we were testing a new type of campaign called Performance Max. It brings together the best of Google’s automation to help advertisers drive better results across all of Google’s channels: YouTube, Display, Search, Discover and more. Starting today, Performance Max campaigns are expanding to thousands of additional advertisers, with general availability coming later this year (visit the Google Ads Help Center for more details and complete this interest form if you’d like to join the beta).

We’re also adding support for Performance Max campaigns on the Insights page. We heard beta testers tell us they wanted more transparency into how automation is working and what’s driving performance changes. With this update, you’ll be able to see things like which audiences are converting, top-performing creatives, auction insights and trending search categories. You can also preview how your best ads are showing up on each channel.

Screenshot of Insights Page in Google Ads

Insights page showing “Top assets” for Performance Max campaigns

vodafone logo

We’ve seen great results during early beta testing. Vodafone Turkey, part of the Vodafone Group, a leading telecommunications company in Europe and Africa, adopted Performance Max with the goal of scaling lead generation for its phone plans across all of Google’s channels to reach more potential customers. During testing, Performance Max campaigns drove an 18% increase in leads at a 70% lower cost per acquisition compared to their Search campaigns. As a result, Vodafone Turkey adopted Performance Max campaigns as its main lead generation campaign on top of its standard keyword-based Search campaigns. Visit the Advertising Solutions Center to see more Performance Max success stories from companies like Neo4j and MoneyMe.

“We're always keen on adopting new advertising technologies that create sales growth with lower costs. Performance Max aligns with our business objectives and helps us acquire new customers without cannibalizing sales between campaigns.”
Ayda Yorukoglu - Digital Marketing Product Owner, Vodafone Turkey

Grab a (virtual) front row seat at Google Marketing Livestream

We’re continuing to learn from you to understand how we can make Google’s products better for the future. Tune in to Google Marketing Livestream today at 8 a.m. PT / 11 a.m. ET to hear about these innovations and much more.

Thank you for your partnership, and we look forward to seeing you soon at Google Marketing Livestream.

Building for the future: Google Marketing Livestream May 27, 2021

Text says "Register now. Thursday, May 27 at 8 a.m. PT

Businesses play a critical role in helping our communities thrive. As the world around us continues to change, our commitment to you remains the same: helping you grow your business and meet the needs of today’s consumers.

Many of you — who run businesses large and small, around the world — have shared what you need from partners like Google to be successful. We heard you. So we’ve been busy building new solutions to help you be ready for what comes next. 

Join us on May 27 at 8 a.m. PT for Google Marketing Livestream 2021 — a virtual keynote where we’ll announce new products and share the latest trends and insights. You’ll also hear from industry leaders who have transformed their businesses to adapt to the new realities.

It’s a virtual experience like no other. 

Register now to get a front row seat. And join the conversation at #GML2021.

Gif says: Building for the future of digital marketing, measurement, commerce, privacy

Get your business ready for what comes next

Advertising Week is an event I look forward to every year—it brings global thought leaders together to find new ways we can use technology to solve business challenges. Over the past few months, I’ve had a chance to meet virtually with many of you to learn how COVID-19 is impacting your business and how partners like Google can help. I’ve been inspired by how you’re supporting your local communities and re-imagining ways to run your business. 

You've also shared great ideas for how we can build better solutions that help you grow your business online. Today at Advertising Week, I’m excited to share innovations that will give you new insights about changing consumer behavior and help you meet customer demand in real time through automation.


Get insights tailored for your business

Consumer behavior is constantly changing, and the pandemic has only accelerated the pace of that change. For example, Kettlebell Kings saw a surge in interest for home fitness products when communities began sheltering in place. By meeting this demand from customers, the team processed more sales in one day than they typically would have over the course of months! For Zazzle, an online marketplace for customized products, exploring search trends allowed them to identify rising categories like puzzles and outdoor games as people looked for activities to do at home. By investing in these categories, Zazzle was able to deliver on customer needs and improve campaign performance. 

These businesses are proving how important it is to stay ahead of shifts in consumer behavior in order to drive continued growth. That’s why we’re introducing the new Insights page in Google Ads to give you custom insights specific to your business. We’re rolling out the beta in the coming months and will add new information over time—including audience and forecasting insights. 

The Insights page will feature a trends section that shows current and emerging search demand for the products or services most relevant to your business. For example, an outdoor retailer can quickly take notice of rising demand for tents as consumers gear up for more outdoor adventures. And a vacation rental company might see a growing trend for cabins. Explore these trends to uncover opportunities for categories you already promote in your campaigns—as well as for new, related areas you could tap into.

You can deep dive into a trend to understand which queries consumers are searching for or the geographic locations where demand is growing the most. These trends are aggregated and anonymized across many queries and can’t be tied to any individual user. Also use the integration with recommendations to easily activate keyword, budget and bidding optimizations in a few steps. You can apply these learnings to unlock new business opportunities, like new product areas to pivot into or future promotions to highlight. 



Keep up with consumer demand and take action in real time

Insights help you keep a finger on the pulse of changing consumer demand, and automation makes it possible to act on it in real time. To bring the full value of automation to more businesses, we’re introducing Performance Max campaigns, a new way to buy Google ads across all our inventory.

Google Ads currently offers fully-automated campaigns for app marketers, retailers, and businesses with physical locations to drive results across Google’s surfaces. Performance Max campaigns will build on learnings from those campaigns to deliver a comprehensive solution that works for all advertisers across a wider range of marketing objectives. They’ll deliver four main benefits:

1. Customer reach: Performance Max campaigns will complement your Search campaigns, and be the most complete solution to help you drive conversions and revenue by unifying Google’s ad inventory.

2. Performance towards your business goals: Over time, you’ll be able to choose from multiple marketing objectives like online sales, new customer acquisition, and offline sales. For the first time, you’ll also be able to drive new leads across Google from one campaign. Machine learning will automatically optimize for your most valuable customers across channels. 

A new goals-first setup makes it easier to fully define your conversion goals. For example, if your objective is to generate leads, you can make sure you’re capturing both form submissions and phone calls as goals.

E02578809 AW Blog Post GIF Sep20_v04.gif

3. New reporting and insights: Get a deeper understanding of how machine learning is working for your business, such as which audiences and creative asset combinations are performing the best. Performance Max campaigns will also be included in the new Insights page to help you understand what’s driving changes in your performance.

Reporting_1Artboard 1.png

See which creative asset combinations perform the best

 

Reporting_1Artboard 1 copy.png

Use the new Insights page to get additional performance trends for Performance Max campaigns

4. New campaign inputs: While automation helps you drive better results, your expertise and knowledge of your business can improve how machine learning performs. Speed up the campaign learning process by specifying which audiences are most likely to convert. Combine these inputs with value rules to indicate which conversions are worth the most to your business based on characteristics like audience, location and device.

We’re still in the early stages of testing Performance Max campaigns and will invite more advertisers to join the beta next year. You should continue to use existing campaign types to meet your business goals during this important holiday season.


Reach more viewers and inspire action

As people spend more time at home, video streaming is a key area where a "new normal" is emerging.  On YouTube in particular, over 2 billion people globally are gravitating towards timely content to stay entertained, keep up with current events, and learn new skills. In the coming weeks, Video action campaigns will expand to all advertisers to help you drive more conversions from video and inspire action across YouTube and Google video partners.

People are also watching YouTube in more ways than before—for example in the U.S., over 100 million people watch YouTube and YouTube TV on their TV screen each month. Given this boom in TV viewership, we’ll continue exploring ways your ads can appear with Video action campaigns and test direct-response video ads on new surfaces like connected TVs over the next year.

Even as the world around us continues to change, our commitment to you remains the same: we’re here to help businesses of all sizes grow online and get ready for what comes next

Helping businesses and nonprofits recover

In the last few months, COVID-19 has impacted businesses in profound ways. Throughout that time, I’ve heard from organizations, large and small, how they’re staying connected with customers through technology. This has always been core to my team’s purpose, but we can do more to help businesses and nonprofits through this crisis.

Today we’re announcing a $200 million increase to our annual Ad Grants commitment, to offer a total of $1 billion to better support nonprofits. This $1 billion helps nonprofits around the world that are tackling pressing issues like COVID-19 response and recovery, especially in developing economies. And we’re doing more.

Typically during this time of year, we gather at Google Marketing Live, our annual event to discuss new products and hear feedback from you. In lieu of our in-person event, throughout this summer we’ll host “virtual product roundtables” with our product managers, announce a number of new products, share new insights and kick off a new weekly video series, The Update on Think with Google, discussing industry trends and best practices. 

Helping businesses and organizations recover is the first topic we'll explore. Today we’re sharing updates for small businesses ahead of a Google-wide initiative, International Small Business Week, taking place June 22-27. This is a week dedicated to celebrating small businesses when we’ll share tips, trainings and products to help them get back on their feet. 


Helping consumers connect with businesses 

As people spend more time at home, we’ve seen searches for local services, like “carpet cleaning” or “air conditioning repair” increase by 50 percent in recent months. We’re now making it easier to book these services directly in Google Search on mobile through Local Services Ads in the U.S. Local Services Ads help people discover and connect with trustworthy, local professionals backed by the Google Guarantee. Later this month, we’re also launching a new mobile site for the U.S. and Canada, to help more people find, compare and book nearby service providers faster. 


GLS-Booking_Flow-2.gif

Book local service providers directly on Google Search

As people search for products they urgently need and limit their in-person store interactions, they’re looking for real-time updates on product availability at local stores. Searches for “curbside pickup” and “in stock” have surged by more than 70 percent in recent months. Our goal is to help people find and buy the things they need, quickly and easily. Starting today the Shopping tab will show helpful local store information, including product availability, locations, and fulfillment options like delivery and curbside pickup. This information will show up in all countries where the Shopping tab is available.


LU_LIA_Mobile_framed.png

New to the Shopping tab: curbside pickup and more information for local stores

Helping businesses connect with customers

For many small businesses around the world, digital tools have become a lifeline this year. 1 in 3 small business owners say that without digital tools, they would have had to close all or part of their business. With businesses at various stages of digital transformation—some are online, some are halfway there and others have a long way to go—we’re committed  to helping businesses get online and grow with easy-to-use tools.

To help businesses quickly improve their online presence, today we’re introducing Grow My Store to retailers in the U.S. In Europe, Grow My Store has been an effective way for many small retailers to get quick tips on how to improve their online store and understand how they are doing compared to peers in the industry. Businesses just need to enter their website URL into the tool and within minutes they will get a custom report. 

To help make local businesses more discoverable, this week we’re introducing Local Opportunity Finder. Enter the name of your business and Google will provide personalized suggestions on how to make improvements to your Business Profile on Google. For example, ensuring your opening hours are current, adding curbside pickup information, or uploading a photo that represents your business.

Finally, to help small business advertisers easily promote their businesses, we’ve expanded Smart campaigns to 150 countries and now we’re making it easier and faster to sign up using the Google Ads app. You can set up a Smart campaign and create your first ad in just 15 minutes while on the go. And starting today, you can use Smart campaigns to display a prominent, square-shaped Google Maps pin with your business category logo, highlighting specific services that you offer, like curbside pickup or delivery. We’re bringing Promoted pins to Smart campaigns advertisers for free through the end of September. 

SC-Squarepins-Flow3.gif

Promoted pins through Smart campaigns help businesses stand out on Google Maps

What’s Next

Upcoming episodes of The Update on Think with Google will provide exclusive access to industry leaders, like George Hanson, Chief Digital Officer at Panera Bread, and Marla Kaplowitz, President and CEO of the 4As. In addition, my team of product leaders will use this series to share upcoming product innovations designed to make it easier to manage your marketing.

We look forward to connecting with you virtually through our virtual roundtables and The Update. Until then follow us on the Google Ads blog for the latest product announcements.

Helping businesses and nonprofits recover

In the last few months, COVID-19 has impacted businesses in profound ways. Throughout that time, I’ve heard from organizations, large and small, how they’re staying connected with customers through technology. This has always been core to my team’s purpose, but we can do more to help businesses and nonprofits through this crisis.

Today we’re announcing a $200 million increase to our annual Ad Grants commitment, to offer a total of $1 billion to better support nonprofits. This $1 billion helps nonprofits around the world that are tackling pressing issues like COVID-19 response and recovery, especially in developing economies. And we’re doing more.

Typically during this time of year, we gather at Google Marketing Live, our annual event to discuss new products and hear feedback from you. In lieu of our in-person event, throughout this summer we’ll host “virtual product roundtables” with our product managers, announce a number of new products, share new insights and kick off a new weekly video series, The Update on Think with Google, discussing industry trends and best practices. 

Helping businesses and organizations recover is the first topic we'll explore. Today we’re sharing updates for small businesses ahead of a Google-wide initiative, International Small Business Week, taking place June 22-27. This is a week dedicated to celebrating small businesses when we’ll share tips, trainings and products to help them get back on their feet. 


Helping consumers connect with businesses 

As people spend more time at home, we’ve seen searches for local services, like “carpet cleaning” or “air conditioning repair” increase by 50 percent in recent months. We’re now making it easier to book these services directly in Google Search on mobile through Local Services Ads in the U.S. Local Services Ads help people discover and connect with trustworthy, local professionals backed by the Google Guarantee. Later this month, we’re also launching a new mobile site for the U.S. and Canada, to help more people find, compare and book nearby service providers faster. 


GLS-Booking_Flow-2.gif

Book local service providers directly on Google Search

As people search for products they urgently need and limit their in-person store interactions, they’re looking for real-time updates on product availability at local stores. Searches for “curbside pickup” and “in stock” have surged by more than 70 percent in recent months. Our goal is to help people find and buy the things they need, quickly and easily. Starting today the Shopping tab will show helpful local store information, including product availability, locations, and fulfillment options like delivery and curbside pickup. This information will show up in all countries where the Shopping tab is available.


LU_LIA_Mobile_framed.png

New to the Shopping tab: curbside pickup and more information for local stores

Helping businesses connect with customers

For many small businesses around the world, digital tools have become a lifeline this year. 1 in 3 small business owners say that without digital tools, they would have had to close all or part of their business. With businesses at various stages of digital transformation—some are online, some are halfway there and others have a long way to go—we’re committed  to helping businesses get online and grow with easy-to-use tools.

To help businesses quickly improve their online presence, today we’re introducing Grow My Store to retailers in the U.S. In Europe, Grow My Store has been an effective way for many small retailers to get quick tips on how to improve their online store and understand how they are doing compared to peers in the industry. Businesses just need to enter their website URL into the tool and within minutes they will get a custom report. 

To help make local businesses more discoverable, this week we’re introducing Local Opportunity Finder. Enter the name of your business and Google will provide personalized suggestions on how to make improvements to your Business Profile on Google. For example, ensuring your opening hours are current, adding curbside pickup information, or uploading a photo that represents your business.

Finally, to help small business advertisers easily promote their businesses, we’ve expanded Smart campaigns to 150 countries and now we’re making it easier and faster to sign up using the Google Ads app. You can set up a Smart campaign and create your first ad in just 15 minutes while on the go. And starting today, you can use Smart campaigns to display a prominent, square-shaped Google Maps pin with your business category logo, highlighting specific services that you offer, like curbside pickup or delivery. We’re bringing Promoted pins to Smart campaigns advertisers for free through the end of September. 

SC-Squarepins-Flow3.gif

Promoted pins through Smart campaigns help businesses stand out on Google Maps

What’s Next

Upcoming episodes of The Update on Think with Google will provide exclusive access to industry leaders, like George Hanson, Chief Digital Officer at Panera Bread, and Marla Kaplowitz, President and CEO of the 4As. In addition, my team of product leaders will use this series to share upcoming product innovations designed to make it easier to manage your marketing.

We look forward to connecting with you virtually through our virtual roundtables and The Update. Until then follow us on the Google Ads blog for the latest product announcements.

Source: Google Ads


Inspire new customers in their moments of discovery

Last year we introduced Discovery ads as a new way to help people discover and engage with your brand as they scroll through their favorite content. In April, we made Discovery ads generally available for all advertisers globally. For the first time, you can reach up to 2.9 billion people as they explore their interests and look for inspiration across multiple Google surfaces—all with a single, easy-to-use campaign.

Reach more people as they browse their favorite feeds

More consumers are now finding their next favorite brand or product through a growing variety of touchpoints—in fact, 86 percent of online consumers say they're on the lookout for shopping ideas as they watch videos or explore content across the web. With Discovery ads, you can rely on Google's understanding of consumers' intent across our properties to engage these audiences as they scroll through their favorite Google feeds—no search query needed:


  • YouTube: Showcase your products on the Home and Watch Next feeds in YouTube, where over 90 percent of users say they discover new brands or products.

  • Discover:Reach hundreds of millions of consumers in the feed on the Google Search app as they explore and stay up to date on their interests.

  • Gmail:Show timely offers to shoppers as they check their inbox for the latest products and deals on the Promotions and Social tabs.

Google Discovery - UGG GIF.gif

Example Discovery ads for lifestyle retailer UGG

Drive interest and action with new audiences

Early adopters like Deckers, iProspect and MandM Direct have seen great results driving customer action with Discovery ads alongside their existing media. 

For Deckers' collection of iconic lifestyle brands, inspiring consumers to action through richly visual product experiences is fundamental to its media planning. While Deckers has traditionally relied on social media and video to engage new customers, the company worked with digital agency Jellyfish to expand on its strategy for the UGG brand's 2019 holiday season.

UGG-LOGO_black (1).png

UGG used Discovery ads to promote its holiday gift guide, connecting with fashion-forward shoppers open to trying new products while scrolling through their favorite Google feeds. The global lifestyle brand repurposed high-quality images from social campaigns, featuring popular products like its Classic Short Boot and Men's Neumel Chukka. As a result, UGG saw a strong increase in the quality of its website traffic and a revenue return ten times its original ad spend. Deckers now plans to implement Discovery ads across the rest of its brand portfolio, including HOKA and Teva.

"We're very pleased with our performance on Discovery ads," says Richard Russell, VP Omnichannel Marketing at Deckers. "They've helped us build on our omnichannel strategy—we're driving action with our ideal customer across even more of their purchase journey."


FINAL Logo_Iprospect.png

Digital marketing agency iProspect has also seen Discovery ads deliver success for several large brands looking to connect with new customers, including global retailers. "Since we first began testing in early 2019, Discovery ads have driven results across a wide range of verticals, from retail to education," says Gareth Cleevely, VP Head of Paid Search at iProspect. "We've seen them deliver positive performance further down the funnel with up to 48 percent lower cost-per-action compared to social ads."

Google Discovery  - MandM Direct Quote.png

An example Discovery ad for UK clothing retailer MandM Direct


Get started with Discovery ads

If you're already running media campaigns for social or video, you can get started by bringing your richest creative assets and most engaging messages over to Discovery ads. For help creating your first campaigns, visit the Google Ads Help Center. And be sure to check out our best practices checklist and creative asset guide for more tips on driving better performance with visually inspiring ads.

Source: Google Ads


Inspire new customers in their moments of discovery

Last year we introduced Discovery ads as a new way to help people discover and engage with your brand as they scroll through their favorite content. In April, we made Discovery ads generally available for all advertisers globally. For the first time, you can reach up to 2.9 billion people as they explore their interests and look for inspiration across multiple Google surfaces—all with a single, easy-to-use campaign.

Reach more people as they browse their favorite feeds

More consumers are now finding their next favorite brand or product through a growing variety of touchpoints—in fact, 86 percent of online consumers say they're on the lookout for shopping ideas as they watch videos or explore content across the web. With Discovery ads, you can rely on Google's understanding of consumers' intent across our properties to engage these audiences as they scroll through their favorite Google feeds—no search query needed:


  • YouTube: Showcase your products on the Home and Watch Next feeds in YouTube, where over 90 percent of users say they discover new brands or products.

  • Discover:Reach hundreds of millions of consumers in the feed on the Google Search app as they explore and stay up to date on their interests.

  • Gmail:Show timely offers to shoppers as they check their inbox for the latest products and deals on the Promotions and Social tabs.

Google Discovery - UGG GIF.gif

Example Discovery ads for lifestyle retailer UGG

Drive interest and action with new audiences

Early adopters like Deckers, iProspect and MandM Direct have seen great results driving customer action with Discovery ads alongside their existing media. 

For Deckers' collection of iconic lifestyle brands, inspiring consumers to action through richly visual product experiences is fundamental to its media planning. While Deckers has traditionally relied on social media and video to engage new customers, the company worked with digital agency Jellyfish to expand on its strategy for the UGG brand's 2019 holiday season.

UGG-LOGO_black (1).png

UGG used Discovery ads to promote its holiday gift guide, connecting with fashion-forward shoppers open to trying new products while scrolling through their favorite Google feeds. The global lifestyle brand repurposed high-quality images from social campaigns, featuring popular products like its Classic Short Boot and Men's Neumel Chukka. As a result, UGG saw a strong increase in the quality of its website traffic and a revenue return ten times its original ad spend. Deckers now plans to implement Discovery ads across the rest of its brand portfolio, including HOKA and Teva.

"We're very pleased with our performance on Discovery ads," says Richard Russell, VP Omnichannel Marketing at Deckers. "They've helped us build on our omnichannel strategy—we're driving action with our ideal customer across even more of their purchase journey."


FINAL Logo_Iprospect.png

Digital marketing agency iProspect has also seen Discovery ads deliver success for several large brands looking to connect with new customers, including global retailers. "Since we first began testing in early 2019, Discovery ads have driven results across a wide range of verticals, from retail to education," says Gareth Cleevely, VP Head of Paid Search at iProspect. "We've seen them deliver positive performance further down the funnel with up to 48 percent lower cost-per-action compared to social ads."

Google Discovery  - MandM Direct Quote.png

An example Discovery ad for UK clothing retailer MandM Direct


Get started with Discovery ads

If you're already running media campaigns for social or video, you can get started by bringing your richest creative assets and most engaging messages over to Discovery ads. For help creating your first campaigns, visit the Google Ads Help Center. And be sure to check out our best practices checklist and creative asset guide for more tips on driving better performance with visually inspiring ads.

Source: Google Ads


Navigating the road ahead: The benefits of real-time marketing

Changes in consumer behavior have always resulted in adjustments to marketing strategies. COVID-19 has shown how quickly consumers’ interests, expectations, and purchasing behavior can shift—and with it, an ebb and flow in demand for products and services. Despite these changes, consumer expectations for businesses and brands remain high. In fact, 78 percent of people surveyed say brands should show how they can be helpful in the new everyday life.1

Adjusting your media buying and the way your business shows up in these dynamic conditions is difficult, especially when some businesses are having to manage twice the complexity with half the capacity. Today, we’ll explore the unique role automation can play in helping you respond to the impact of COVID-19 in real time.


Get the most out of your budget

As conditions change, so do auction dynamics. Communities are in various stages of response to COVID-19 and the things people care about are rapidly shifting. This influences things like location, mobile browsing habits, conversions, and other variables that impact ad performance. It’s in this constant sea of change where Smart Bidding can help.

Smart Bidding (also available as Google Ads auction-time bidding in Search Ads 360) uses machine learning to automatically calculate bids for each and every auction. Utilizing signals like location, search query, and conversion data, Smart Bidding can optimize bids in real time to hit your performance goal even as query and conversion volume fluctuates. 

It’s important to note that unpredictable changes in conversion rates, for example: shifts in conversion cycles, cancellation or return rates, are challenging for any bid automation tool. Under these conditions, consider adjusting your cost per acquisition or return on ad spend targets to ensure the best allocation of your budget. For additional flexibility, consider shared budgets and portfolio bid strategies which are effective ways to automatically adjust bids and move spend across campaigns based on performance.


Reach new and existing customers

From flour to at-home workouts to studying at home, the things people are searching for and how they’re searching for them is evolving. It can be difficult to identify where consumers’ attention and demand is shifting while ensuring you have the right query coverage. Dynamic Search Ads are an easy way to reach customers who are searching for exactly what you have to offer. Using the content on your website, Dynamic Search Ads automatically delivers relevant ads with headlines and landing pages that are specific to the user’s query. So as consumer behavior shifts, you can ensure your Search ads are adjusting in real time to meet that demand, all while saving time.

Another way to find keyword opportunities is through the Recommendations page. "Keywords & Targeting" recommendations help you identify new trends that are relevant to your business. In fact, more than 16 million keyword recommendations in Google Ads are based on market trends alone, with new ones added every day. Consider adding keywords that are projected to drive additional traffic beyond your existing ones, or pausing keywords that are performing poorly.

Once you’ve applied the recommendations that make the most sense for your business, keep an eye on your optimization score. Each recommendation comes with a score uplift, and historically we’ve seen that advertisers who have increased their score by 10 points saw a 10 percent increase in conversions on average. You can quickly check for new recommendations using the Google Ads mobile app.


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Google Ads mobile app

Show up with the right message

COVID-19 has not only disrupted business operations, like inventory and shipping, but has also impacted the way businesses communicate with customers. As conditions change week to week and community to community, it’s critical to adjust how you’re communicating and interacting with your customers at scale.

Responsive search ads and responsive display ads enable you to make updates to your Search and Display ads at scale, respectively. Using multiple creative assets, like headlines and descriptions, responsive search ads and responsive display ads automatically identify the best combination of assets in order to deliver an ad that’s likely to perform best. For responsive search ads, you can also pin critical information like modified support options or updated business hours to ensure it shows with your ads. If you're seeing an increase in call volume, or your business is operating on limited hours or staffing, call ads (formally known as call-only ads) now also include an optional “Visit website” link. This gives your customers more flexibility in how they connect with your business.

When it comes to adjusting the messages in your video ads, time and resources are limiting factors right now. Rather than starting from scratch, consider using Video Builder. It’s a free beta tool that animates static assets—images, text and logos—with music from YouTube’s audio library. You can choose from a variety of layouts based on your message and goals, customize colors and font, and quickly generate a short YouTube video.


Know what’s working

As the world moves from responding to recovering from this crisis, it’s important you have the right tools available to understand the impact of COVID-19 on your business. Over the past few weeks, we’ve introduced improvements to attribution in Google Ads to help you understand your Google media better.

A new look for attribution reports helps you quickly see how customers are engaging with your ads so you can select the right attribution model for your business. One model, data-driven attribution, uses machine learning to determine how much credit to assign to each click along the customer journey. This ensures your media strategy is accounting for changes in consumer behavior during times of crisis. And with more people turning to YouTube during this pandemic, you can use cross-network reports (currently in beta) to understand how customers interact with your Search, Shopping, and YouTube ads—including clicks and video engagements—before converting.


Helpful resources for managing your campaigns

We’ve created a single destination for product guidance and business considerations when managing your campaigns through COVID-19. You can find the full list of guides and checklists here. We’ll continue updating and adding more through the rest of the year.

In early June, we’ll also be launching The Update on Think with Google: a new video series to share the latest insights, news, best practices, and products. Enjoy this sneak peek, and stay tuned.


1.  Kantar, COVID-19 Barometer Global Report, Wave2, 50 countries, n=9,815, fielded 27th-30th March

Navigating the road ahead: The benefits of real-time marketing

Changes in consumer behavior have always resulted in adjustments to marketing strategies. COVID-19 has shown how quickly consumers’ interests, expectations, and purchasing behavior can shift—and with it, an ebb and flow in demand for products and services. Despite these changes, consumer expectations for businesses and brands remain high. In fact, 78 percent of people surveyed say brands should show how they can be helpful in the new everyday life.1

Adjusting your media buying and the way your business shows up in these dynamic conditions is difficult, especially when some businesses are having to manage twice the complexity with half the capacity. Today, we’ll explore the unique role automation can play in helping you respond to the impact of COVID-19 in real time.


Get the most out of your budget

As conditions change, so do auction dynamics. Communities are in various stages of response to COVID-19 and the things people care about are rapidly shifting. This influences things like location, mobile browsing habits, conversions, and other variables that impact ad performance. It’s in this constant sea of change where Smart Bidding can help.

Smart Bidding (also available as Google Ads auction-time bidding in Search Ads 360) uses machine learning to automatically calculate bids for each and every auction. Utilizing signals like location, search query, and conversion data, Smart Bidding can optimize bids in real time to hit your performance goal even as query and conversion volume fluctuates. 

It’s important to note that unpredictable changes in conversion rates, for example: shifts in conversion cycles, cancellation or return rates, are challenging for any bid automation tool. Under these conditions, consider adjusting your cost per acquisition or return on ad spend targets to ensure the best allocation of your budget. For additional flexibility, consider shared budgets and portfolio bid strategies which are effective ways to automatically adjust bids and move spend across campaigns based on performance.


Reach new and existing customers

From flour to at-home workouts to studying at home, the things people are searching for and how they’re searching for them is evolving. It can be difficult to identify where consumers’ attention and demand is shifting while ensuring you have the right query coverage. Dynamic Search Ads are an easy way to reach customers who are searching for exactly what you have to offer. Using the content on your website, Dynamic Search Ads automatically delivers relevant ads with headlines and landing pages that are specific to the user’s query. So as consumer behavior shifts, you can ensure your Search ads are adjusting in real time to meet that demand, all while saving time.

Another way to find keyword opportunities is through the Recommendations page. "Keywords & Targeting" recommendations help you identify new trends that are relevant to your business. In fact, more than 16 million keyword recommendations in Google Ads are based on market trends alone, with new ones added every day. Consider adding keywords that are projected to drive additional traffic beyond your existing ones, or pausing keywords that are performing poorly.

Once you’ve applied the recommendations that make the most sense for your business, keep an eye on your optimization score. Each recommendation comes with a score uplift, and historically we’ve seen that advertisers who have increased their score by 10 points saw a 10 percent increase in conversions on average. You can quickly check for new recommendations using the Google Ads mobile app.


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Google Ads mobile app

Show up with the right message

COVID-19 has not only disrupted business operations, like inventory and shipping, but has also impacted the way businesses communicate with customers. As conditions change week to week and community to community, it’s critical to adjust how you’re communicating and interacting with your customers at scale.

Responsive search ads and responsive display ads enable you to make updates to your Search and Display ads at scale, respectively. Using multiple creative assets, like headlines and descriptions, responsive search ads and responsive display ads automatically identify the best combination of assets in order to deliver an ad that’s likely to perform best. For responsive search ads, you can also pin critical information like modified support options or updated business hours to ensure it shows with your ads. If you're seeing an increase in call volume, or your business is operating on limited hours or staffing, call ads (formally known as call-only ads) now also include an optional “Visit website” link. This gives your customers more flexibility in how they connect with your business.

When it comes to adjusting the messages in your video ads, time and resources are limiting factors right now. Rather than starting from scratch, consider using Video Builder. It’s a free beta tool that animates static assets—images, text and logos—with music from YouTube’s audio library. You can choose from a variety of layouts based on your message and goals, customize colors and font, and quickly generate a short YouTube video.


Know what’s working

As the world moves from responding to recovering from this crisis, it’s important you have the right tools available to understand the impact of COVID-19 on your business. Over the past few weeks, we’ve introduced improvements to attribution in Google Ads to help you understand your Google media better.

A new look for attribution reports helps you quickly see how customers are engaging with your ads so you can select the right attribution model for your business. One model, data-driven attribution, uses machine learning to determine how much credit to assign to each click along the customer journey. This ensures your media strategy is accounting for changes in consumer behavior during times of crisis. And with more people turning to YouTube during this pandemic, you can use cross-network reports (currently in beta) to understand how customers interact with your Search, Shopping, and YouTube ads—including clicks and video engagements—before converting.


Helpful resources for managing your campaigns

We’ve created a single destination for product guidance and business considerations when managing your campaigns through COVID-19. You can find the full list of guides and checklists here. We’ll continue updating and adding more through the rest of the year.

In early June, we’ll also be launching The Update on Think with Google: a new video series to share the latest insights, news, best practices, and products. Enjoy this sneak peek, and stay tuned.


1.  Kantar, COVID-19 Barometer Global Report, Wave2, 50 countries, n=9,815, fielded 27th-30th March

Source: Google Ads