Tag Archives: Advertisers

Three new tools to improve the performance of your holiday campaigns

With the all important holiday shopping season about to begin, you can’t afford to miss any revenue opportunity. But you also need to be careful about how much you push your already stretched team. This is why we recently introduced three new tools, available to all DoubleClick Bid Manager accounts, that will help you reach more consumers while reducing manual work.

Expand your reach

First, as part of the new planning workflow in DoubleClick Bid Manager, we recently launched a new campaign object that lets you group Insertion Orders (IOs), so you can more efficiently manage your ad buys. For example, this will help you improve the reach of your campaign by allowing you to set up frequency capping across Programmatic Direct deals and open auction IOs, so you can be sure that your open auction campaigns reach consumers who haven’t been already exposed to your ads. You can create a new campaign in just a few simple steps*.

Second, we have introduced a slider that lets you expand your similar audience lists* so you can choose if you want maximum reach, higher similarity or a balance of the two. For example if you’re a toy retailer, your sales during the holiday season are likely going to be critical in determining your success for the entire year. To capture the increased holiday demand, you can use the slider to choose to reach the most possible consumers who look like your frequent purchasers. Once the sales peak has passed, you can scale your similar audience campaigns back to focus on more similarity.

You can find the new expansion slider in the Audience lists targeting tab of your line item level settings.

Optimize campaigns faster

By following the steps above, you can improve the setup of your campaigns and give them the best chance of success, but once your campaigns are up and running, you need a fast way to spot if things are not going according to plan. To help you with this, we recently introduced a new optimization view that allows you to quickly focus on campaigns that are not on track to achieve their spend and performance goals.

Once you know where you should focus your attention, you’ll be able to quickly determine what is driving the poor performance. By segmenting the data along dimensions (site, time of day, day of week, environment and more), you can easily see what is impacting performance.

In addition to surfacing key insights, the optimization view also provides suggestions on how you could optimize Line Item budgets within an IO. This way you can spend time making strategic decisions and not calculating how you should re-allocate budget across different Line Items.


Since using the new optimization view, our partner OMD Australia has been getting more granular insights faster:

"The optimization view has been helping us get quick insights, such as top performing placements and times of day. With this information we can immediately change our strategies to boost campaign performance without having to manually pull reports."
- Jiff Kumar, Programmatic Trader at OMD Sydney

You can access the new optimization view* at the IO or Line Item level by selecting Optimization from the drop down menu next to the New Insertion Order or New Line Item buttons in the DoubleClick Bid Manager.

Posted by Deirdre Athaide and Rod Lopez
Product Managers, DoubleClick Bid Manager


*A DoubleClick Bid Manager account is required to visualize the article.

Google Analytics 360 + Salesforce: A Powerful Combination

Cross-posted from the Google Analytics blog

We often hear from marketers how challenging it is to piece together online and offline customer interactions in order to see a complete view of a customer’s journey. That’s why we’re excited to share that Google and Salesforce are working together to seamlessly connect sales, marketing and advertising data for the first time, giving you the full view of what’s working and what isn’t as customers engage with your ads, websites, apps, emails, call centers, field sales teams and more.

Today at Dreamforce, Google and Salesforce are announcing a strategic partnership to deliver four new, turnkey integrations between Google Analytics 360, Salesforce Sales Cloud and Salesforce Marketing Cloud:
  • Sales data from Sales Cloud will be available in Analytics 360 for use in attribution, bid optimization and audience creation
  • Data from Analytics 360 will be visible in the Marketing Cloud reporting UI for a more complete understanding of campaign performance
  • Audiences created in Analytics 360 will be available in Marketing Cloud for activation via direct marketing channels, including email and SMS
  • Customer interactions from Marketing Cloud will be available in Analytics 360 for use in creating audience lists

These new connections between our market-leading digital analytics solution and Salesforce’s market-leading customer relationship management (CRM) platform will change the game for how our clients understand and reach their customers — and how they measure the impact of their marketing. These integrations are fully consistent with our privacy policies and have settings that offer privacy controls and choice on how data is used.

By integrating your customer data, you can see a customer’s path from awareness all the way through to conversion and retention. And with connections to Google’s ad platforms and Salesforce’s marketing platform, you can quickly take action, engaging them at the right moment. You'll see these new integrations begin to arrive in the first half of 2018.

Example of a complete customer journey funnel in Google Analytics 360 joining website data (pageviews, leads submitted) with pipeline data from Sales Cloud (lead and opportunity stages); example also shows a prompt to create a new audience segment to take action

New insights

Until now, businesses have not been able to connect offline interactions, such as an estimate provided by a call center rep or an order closed by a field sales rep, with insights on how customers use digital channels. With the connection between Sales Cloud and Analytics 360, soon you’ll be able to include offline conversions in your attribution modeling when using Google Attribution 360, so you’ll have a more complete view of ROI for each of your marketing channels and even more reason to move away from a last-click attribution method. This integration will also let you see how your most valuable customers engage with your digital properties, answering some important questions like, what are they looking for and are they actually finding what they need?

With the integration allowing data from Analytics 360 to be visible in Marketing Cloud, you’ll gain a more complete understanding of how your marketing campaigns perform. For example, if you send an email campaign to frequent shoppers to promote your fall fashion line, you’ll be able to see right in Marketing Cloud information such as how many pages people visited when they came to your site, the number of times people clicked on product details to learn more, and how many people added items to their shopping cart and converted.

Easy to take action

Today, Google Analytics allows you to create audience lists and goals that you can easily send to AdWords and DoubleClick for digital remarketing and to optimize bids. With the new connection from Sales Cloud to Analytics 360, in addition to unlocking new insights and more data for attribution modeling, you’ll be able to combine Salesforce data (such as sales milestones or conversions) with behavioral data from your digital properties to create richer audiences and for smarter bidding.

For example, if you’re a residential solar panel company and want to find new customers, you can create an audience in Analytics 360 of qualified leads from Sales Cloud and use AdWords or DoubleClick Bid Manager to reach people with similar characteristics. Or, create a goal in Analytics 360 based on leads marked as closed in Sales Cloud, and automatically send that goal to AdWords or DoubleClick Search to optimize your bidding and drive more conversions.

With the Analytics 360 connection to Marketing Cloud, you’ll be able to use customer insights to take action in marketing channels beyond Google’s ad platforms, such as email, SMS or push notification. For example, you can create an audience in Analytics 360 of customers who bought a TV on your site and came back later to browse for home theater accessories, and use that list in Salesforce to promote new speakers with a timely and relevant email.

Powerful combination

Every day, Google Analytics processes hundreds of billions of customer moments, Salesforce Marketing Cloud sends 1.4 billion emails, and there are over 5 million leads and opportunities created in Salesforce Sales Cloud. These new integrations represent a powerful combination, and we believe they will help marketers take a big step closer to the ultimate dream: providing every customer with a highly relevant experience at each step of their journey.

You’ll see these new joint capabilities become available beginning in 2018, and we'll be sure to keep you updated along the way. Contact us here if you would like to learn more about Analytics 360. We hope you’re as excited as we are!

Posted by Babak Pahlavan
Senior Director of Product Management, Measurement & Analytics

The Google Analytics 360 + Salesforce integrations are just one part of a broader strategic alliance announced today between Google and Salesforce. Read about new integrations between G Suite and Salesforce and a new partnership between Google Cloud and Salesforce here.

The importance of site-wide tagging for accurate conversion measurement in DoubleClick Search

Measurement is foundational to digital marketing. Heading into the holidays, it’s more important than ever to make sure all of your online sales, reservations and leads are measured accurately. To that end, we wanted to bring an important update to your attention: the recent introduction of Intelligent Tracking Prevention affects conversion measurement on Safari. It’s important to update your website tags as soon as possible to support measurement of conversions from Safari. This is in line with Apple's recommendations for ad attribution. Without updating your tags, it will be difficult to measure the efficacy of your marketing campaigns.

Site-wide tagging preserves your visibility

There are multiple ways to measure the performance of your online advertising. The best options rely on site-wide tagging—tagging that’s applied to every page on your site. Applying the tag to every page of your site keeps your measurement updated and helps to measure conversions more accurately, including in Safari's ITP environment.

There are two options for complete measurement of conversions from Safari in DoubleClick Search:

Option 1: Install the global site tag (gtag.js) on your entire site

The global site tag (gtag.js) is a new web tagging library that works across Google's site and conversion measurement products–giving you better control while making implementation easier. The new tag will now serve as the single tag for both AdWords and Google Analytics, with support for DoubleClick Search coming mid-November. By setting it on every page of your site, and including event snippets on your active conversion pages, the global site tag will send conversion data whenever event calls are made.

Stay tuned to learn more about DoubleClick Search support for the new global site tag in November.

Option 2: Use Google Tag Manager

For customers who are already using Google Tag Manager, there's no need to make any changes to your page—simply add the Conversion Linker tag in the Tag Manager interface, and set it to fire on all pages.

If you're not using Google Tag Manager, you can get started today. Alternatively, you can start with the global site tag (option 1 above) and then easily upgrade to Tag Manager in the future.

If you’re using a non-Google tool for website measurement, check with your vendor to make sure your solution allows you to measure conversions in Safari's ITP environment.

Estimating untracked conversions in DoubleClick Search

To help you accurately measure and take action on your conversion data, DoubleClick Search uses statistical modeling. Statistical modeling gathers website conversions for traffic that can’t be measured from Safari and includes them in your DoubleClick Search reporting.

We’ll continue to use statistical modeling in Doubleclick Search where site-wide measurement isn’t applied. However, using site-wide tagging will let you better understand your marketing performance across all DoubleClick products.

Measurement in DoubleClick Campaign Manager and DoubleClick Bid Manager

The two options outlined above also provide more complete measurement of conversions in DoubleClick Campaign Manager and DoubleClick Bid Manager. You can use Google Tag Manager today and the new global site tag in mid-November. Campaign Manager and Bid Manager customers using these two measurement solutions will start to see improvements in measurement coverage over the next few months.

Posted by Sriram Parameswar
Product Manager, DoubleClick Search

Working with the industry towards a fraud-free media supply chain

Advertising fraud is a complex challenge, but one that we are working to simplify for our partners. That’s why we’ve developed sophisticated systems, including over 180 automated filters and detection algorithms, to prevent invalid traffic from impacting our clients. For years, we’ve used these technologies to protect Google-owned media properties from invalid traffic and now we’re working to expand them to help the rest of the ecosystem.

Today we’d like to highlight three areas we are investing in, for DoubleClick Bid Manager, to help our partners build trust in the advertising supply chain.

Automating refunds for invalid traffic

In the coming months, we’ll be implementing new infrastructure to further automate the refund process for invalid traffic. Supply partners like AppNexus, Index Exchange, OpenX, Teads, Telaria and DoubleClick Ad Exchange have been very supportive of these changes and have committed to provide advertisers with refunds for invalid traffic detected up to 30-days after monthly billing.

“At OpenX, we believe it is the responsibility of every participant in the market to commit to providing a high quality, transparent and fraud free advertising marketplace. The industry must work together to advance a clean, well-lit ecosystem to be successful in eliminating the scourge of fraud from the market. We are pleased to partner with DoubleClick on this important effort to cut off funding for criminal actors and advance trust for our entire industry.”
-- Ian Davidson, OpenX

These commitments, along with others, cover over 90% of the available inventory in DoubleClick Bid Manager. Soon, we’ll identify in Bid Manager which supply partners provide refunds for invalid traffic and offer advertisers the option to buy only from those sources. This will make it easier for our customers to collect refunds for invalid activity.

Increasing transparency on invalid traffic we’ve filtered

It’s hard to prevent invalid activity if you don’t know how you’re being impacted. That’s why we’re investing in reporting features to give advertisers and supply partners greater visibility into what our invalid traffic defenses detect.

With these new features, advertisers will be able to see and understand the amount of invalid traffic detected in their campaigns both pre-bid and post-serve, including breakdowns by categories like data center traffic, automated browsers, and falsely represented inventory. Supply partners will receive reporting on the sources and amounts of invalid traffic that our systems are post-serve filtering from their platforms. By providing our customers and supply partners with access to this data we hope to provide more transparency into the sources of invalid traffic, facilitate conversations with third parties, and make sure our clients’ media spend does not enrich bad actors.
Example of an upcoming change to our user interface showing the sources of invalid traffic.

Support for ads.txt

Beyond our own platforms, we are fully supportive of industry initiatives to improve the health of the advertising ecosystem and combat ad fraud. Recently, the IAB Tech Lab released the ads.txt standard to increase supply chain transparency and make it more difficult to sell counterfeit inventory. It defines a simple method for publishers to publicly declare who is authorized to sell or resell their digital advertising inventory.

We believe the ads.txt standard is a significant step forward in the fight against ad fraud, and by the end of October, DoubleClick Bid Manager will only buy a publisher’s inventory from sources identified as authorized sellers in its ads.txt file when a file is available.

The success of ads.txt will be defined by the extent of its adoption, and it’s great to see healthy adoption by publishers since the standard was finalized.
These changes are just some of the things we’re doing to help combat ad fraud and increase transparency in the advertising supply chain, and it’s been great partnering with Nissan Motor Corporation and GroupM as we developed these solutions.
“Google has been a proactive partner helping us fight ad fraud. At Nissan, we look to Google, all publishers, as well as media agencies, to take their responsibility to clean up the inventory supply chain. It is therefore good to see that we’re gaining momentum to address this issue. We all need to embrace and demand new solutions to further accelerate this clean-up. That’s why we strongly urge all publishers we work with to adopt ads.txt to help keep the supply chain accountable and ensure marketer dollars are driving real results.” -- Roel de Vries, Nissan Motor Corporation
"We're extremely supportive of the steps Google is taking to bring transparency and accountability to the digital supply chain. It's critical that we have partners who are as dedicated as we are to protecting brands from ad fraud and we look forward to working together solve this issue for our clients." -- Rob Norman, GroupM

There’s no doubt that this is a complex problem, but if we continue to work together, we’re confident that we can address this challenge.

Posted by Payam Shodjai
Director, Product Management

Bringing video ads into view

For an ad to have impact, being seen isn’t just important, it’s fundamental. That’s why measuring the viewability of advertising matters so much. Today, we’re releasing new research to help the industry better understand video ad viewability rates around the world and across devices, and announcing updates to our Active View measurement technology that helps advertisers place their ads where they have a better chance to be seen.

The current state of video ad viewability

Last year, we announced that globally, average video ad viewability on YouTube grew to 93%, significantly higher than the 66% average video ad viewability across the rest of the web and apps. Today, this number is even higher: Globally, average YouTube video ad viewability is now 95%, while the average video ad viewability across the rest of the web and apps remains at 66%.1 And what’s more, 95% of YouTube ads are audible.2

Read the full “State of Video Ad Viewability” report to see viewability rates across different inventory types and devices around the world.

New Active View optimization strategies in DoubleClick Bid Manager

To ensure all of your video ads are being seen and heard, not just those on YouTube, we’re launching two new Active View bid optimization strategies in DoubleClick Bid Manager for video ads on the rest of the web and apps, where video ad viewability is lower. This includes the ability to optimize towards a video ad that is viewable on screen for at least 10 seconds, or towards a video ad that completes in view and is audible.

Active View optimization uses machine learning to maximize the impressions that meet your viewability and audibility goals. Specifically, this means that Active View factors in signals like video player size, domain and position on page to determine the optimal bid for each impression, so you get the most from your marketing budget. These new bidding strategies allow you to improve view-through rate for situations when you need to know that your audience is paying attention — if, for example, you need more time to explain your offering, or if your branding or logo doesn’t show up until the end of the video.

These two new Active View bid optimization strategies are now available in Bid Manager for all advertisers globally, building on our existing Active View bid optimization strategies that help you deliver against viewable CPM goals.

Advanced Active View metrics for all of your video ads

Earlier this year we announced enhanced reporting for YouTube TrueView campaigns in DoubleClick. Now, we're expanding on that announcement and making new Active View metrics available in DoubleClick Campaign Manager and DoubleClick Bid Manager for all of your video ads, not just YouTube.

These new viewability and audibility metrics allow you to uncover deep insights into creative performance and user attention, including:

Studies have shown that the longer a user views your ad, the higher the lift in brand metrics like brand awareness and consideration. With new viewability and audibility metrics in DoubleClick, you can get closer to understanding which of your video ads are holding the attention of your viewers, and are thus most likely to make an impact, and which you need to improve in order to deliver more impact.

And, because DoubleClick Campaign Manager is MRC-accredited for viewable video ad impressions for desktop web, mobile web and mobile app, when you view these metrics in Campaign Manager you can feel confident that they’ve undergone a stringent, independent audit. We are also in the process of seeking MRC accreditation for video impressions and viewability statistics in both AdWords and DoubleClick Bid Manager.

Today’s announcements are the next evolution of Active View and reflect our commitment to empowering you with the data and tools you need to ensure your ads are capturing attention. Visit the Help Center to see all available metrics in Campaign Manager and Bid Manager reports.
Posted by Babak Pahlavan
Senior Director of Product Management, Analytics Solutions and Measurement, Google
Google and DoubleClick advertising platforms data, May 2017
Google Internal Data, Global, August 2016 (when volume is at least 10% for YouTube ads)

Scale your marketing with improved feed-based automation

If your business offers a large number of products or services, it can be difficult to manually create and manage keywords and ads for each and every one of them. Inventory keyword campaigns allow you to automatically convert your product catalog to highly relevant, up-to-date search ads. Today we’re providing additional flexibility and scale to feed-based automation with new upgraded inventory management. You can now automatically create thousands of campaigns, ad groups, keywords and other items based off any feed.

Endless possibilities with one easy setup

Getting started with upgraded inventory management is easy. First, connect the feed you want to use. Then, create an inventory plan. Finally, create templates for your campaigns, ad groups, keywords, ads, and other items. DoubleClick will automatically create thousands of each item at once, so you don’t have to. When creating new items, you can save time by editing your existing templates instead of starting from scratch.

Let’s say you’re a clothing retailer looking to promote your new line of Fall dress styles. Through a single setup, you can create an inventory plan that uses your dresses product feed to automatically generate a campaign for each and every dress style. Then for each dress style campaign, create thousands of relevant keywords, sitelinks, and more.

Show more relevant ads

Your ads will always be up to date as they’ll automatically reflect any changes to your feed. You can customize almost anything using your feed and apply functions and rules to that data. For example, show how many dresses are available by applying the COUNT function to the headline of your ad template. You can also apply a rule to automatically pause these ads when you sell out of that particular dress.

Holiday Hypermarket, a popular UK travel aggregator, uses upgraded inventory management to help improve its ad targeting and increase efficiency. The brand saw click through rates increase by 88%, ROI increase by 11% and saved upwards of 30 hours in campaign creation.

“Upgraded inventory management’s ability to generate entire campaigns based off of templates has saved us many hours in legwork. We can now focus our time on running and optimizing campaigns.”
- Ruaridh Stewart, Senior Account Manager, Periscopix
You can learn more about upgraded inventory management in the DoubleClick Search Help Center.
Posted by Henry Tappen
Product Manager, DoubleClick Search

Building a better web for everyone

Cross-posted from The Keyword

The vast majority of online content creators fund their work with advertising. That means they want the ads that run on their sites to be compelling, useful and engaging--ones that people actually want to see and interact with. But the reality is, it’s far too common that people encounter annoying, intrusive ads on the web--like the kind that blare music unexpectedly, or force you to wait 10 seconds before you can see the content on the page. These frustrating experiences can lead some people to block all ads--taking a big toll on the content creators, journalists, web developers and videographers who depend on ads to fund their content creation.

We believe online ads should be better. That’s why we joined the Coalition for Better Ads, an industry group dedicated to improving online ads. The group’s recently announced Better Ads Standards provide clear, public, data-driven guidance for how the industry can improve ads for consumers, and today I’d like to share how we plan to support it.

New tools for publishers

The new Ad Experience Report helps publishers understand how the Better Ads Standards apply to their own websites. It provides screenshots and videos of annoying ad experiences we’ve identified to make it easy to find and fix the issues. For a full list of ads to use instead, publishers can visit our new best practices guide.

“We’ve always put our users first and fully support the Coalition’s Better Ads efforts and standards. At the same time, we deal with so many different websites and ad experiences it’s hard to tell at a glance which ads experiences we need to replace. The report’s videos and screenshots are incredibly helpful and make the Coalition’s research actionable for our teams. We’re impressed with the level of detail and transparency Google is providing and are 200% behind this initiative.”
- Troy Young, President, Hearst Digital Media

As part of our efforts to maintain a sustainable web for everyone, we want to help publishers with good ad experiences get paid for their work. With Funding Choices, now in beta, publishers can show a customized message to visitors using an ad blocker, inviting them to either enable ads on their site, or pay for a pass that removes all ads on that site through the new Google Contributor.

“Over the past year we’ve lost a substantial portion of revenue to ad blockers across all of our properties. Funding Choices allows us to have a conversation with visitors using ad blockers in a way we weren’t able to before. We’ve found that people are generally open to whitelisting once they understand that adblockers negatively impact our ability to create content for them—you just need a way to start that conversation.”
- Sam Savage, CEO Comicbook.com

Funding Choices is available to publishers in North America, U.K., Germany, Australia and New Zealand and will be rolling out in other countries later this year. Publishers should visit our new best practices guide for tips on crafting the right message for their audience.

Chrome support for the Better Ads Standards

Chrome has always focused on giving you the best possible experience browsing the web. For example, it prevents pop-ups in new tabs based on the fact that they are annoying. In dialogue with the Coalition and other industry groups, we plan to have Chrome stop showing ads (including those owned or served by Google) on websites that are not compliant with the Better Ads Standards starting in early 2018.

Looking ahead

We believe these changes will ensure all content creators, big and small, can continue to have a sustainable way to fund their work with online advertising.

We look forward to working with the Coalition as they develop marketplace guidelines for supporting the Better Ads Standards, and are committed to working closely with the entire industry—including groups like the IAB, IAB Europe, the WFA, the ANA and the 4A’s, advertisers, agencies and publishers—to roll out these changes in a way that makes sense for users and the broader ads ecosystem.

Posted by Sridhar Ramaswamy
Senior Vice President, Ads and Commerce

Helping you scale with new tools for customized marketing

At DoubleClick, we're always looking for new ways to help you drive growth and efficiency. This means giving you tools that let you scale and customize your marketing in a way that suits your business needs.

A pain-free bid strategy with Automated Bidding

Scale and customization are critical to effective media buying. But a dependence on manual processes is often painful, especially when you’re running thousands of campaigns. It’s time-consuming and prone to mistakes.

To ease this pain, we’ve rebuilt Automated Bidding from the ground up. Rather than trying to guess the best bidding strategy, you can use Automated Bidding to leverage deep insights informed by Google’s machine learning. You set your bidding strategy to meet campaign goals, such as conversions or viewable impressions, and DoubleClick does the work for you, analyzing dozens of signals to dynamically place bids on the most valuable impressions.

Automated Bidding is now available in all DoubleClick Bid Manager accounts.

Flexing to meet your business goals with Custom Algorithm

While Automated Bidding lets you scale your marketing campaigns to meet a number of common goals, many marketers have campaign objectives specific for their business.

We’re introducing Custom Algorithm to address this need. This solution lets you customize the DoubleClick Bid Manager algorithm based on your proprietary data and models. You can assign a value to each impression based on your own unique data, and then Bid Manager automatically optimizes your strategy against those values, rather than clicks or conversions.

Fully customizable to meet any campaign goal, Custom Algorithm offers brands in any industry a way to better drive results using their proprietary data and insights. For instance, a financial services company could customize the algorithm to serve more of their ads to consumers with a high credit score, while a retail advertiser could use their historical purchase data to reach people likely to make high-value purchases.

Custom Algorithm also creates opportunities in more complex scenarios. Google’s internal media buying team used Custom Algorithm for the launch campaign of the Pixel phone. With the aim of optimizing for viewable placements on premium inventory, the team used previous campaign results to build a media buying model to score impressions based on these two factors. They used Custom Algorithm to increase the number of impressions on premium placements, while reducing cost per viewable impression.

They saw great results: Impressions on premium inventory more than tripled and viewable CPM fell 34% when comparing to previous campaigns that didn't use this approach.

Custom Algorithm will launch in limited beta in June 2017 and roll out in full availability towards the end of the year.

Adapting your bids to the user’s context with Bid Multipliers

Automated Bidding and Custom Algorithm are new tools to help marketers automatically set their bids to reach their broader marketing goals. But the most effective bid strategies are ones that align to the user’s context.

For instance, imagine you want to adjust your bids based on the device consumers are using. Right now this process requires you to manually set these bids in separate line items.

We’re aiming to improve your productivity with Bid Multipliers. This new solution lets you set different bids for six dimensions all within the same line item, including device, site, audience lists, demographic, location and time of day. You can also adjust your bids to better reach particular customer segments. For example, if your customers are converting at a higher rate on mobile than desktop, you could shift your strategy to bid higher on mobile campaigns.

We’ll roll out Bid Multipliers to all DoubleClick Bid Manager accounts over the next few months.

We understand the leverage you can gain when we invest in tools that give you greater efficiency and help you scale. With these new solutions, we aim to increase your productivity and empower your team to achieve more impactful results.

Posted by Deepti Bhatnagar
Senior Product Manager, DoubleClick

Introducing Ads Data Hub: Next generation insights and reporting

Mobile has fundamentally changed how we live our lives. With our devices never more than an arm’s length away, people can find, watch or buy anything at anytime. That’s why earlier this year we shared that we’re developing a new, cloud-based measurement solution for YouTube, designed for a mobile world. Today, we’re announcing the beta for this solution, Ads Data Hub, to help advertisers get more detailed insights from their campaigns across screens while also protecting user privacy.

We are also announcing that Ads Data Hub is a solution not just for YouTube, but a tool that offers access to more data and helps unlock actionable insights across Google ad platforms, including the Google Display Network and DoubleClick. And with Ads Data Hub now in beta, we’re expanding who can use it.

Built on infrastructure from Google Cloud, including BigQuery, Ads Data Hub gives advertisers or their preferred measurement partners access to detailed, impression-level data about their media campaigns across devices in a secure, privacy-safe environment. Data from other sources, such as a CRM system or marketing database, can be incorporated as well. With this full view, advertisers or their partners can analyze the data and draw out insights specific to their business.

For example, if an e-commerce retailer wants to understand what the path to conversion looks like, they can bring additional online data about their customers into BigQuery, and Ads Data Hub will enable them to combine that data with their ads data so they can see what a typical journey is from first encountering a user until conversion.

Consistent with our commitment to privacy, no user-level data can be removed from the secure Cloud environment. Impression-level data is only accessible for the purposes of analysis and generating insights. In the future, advertisers will be able to act on the insights they get from Ads Data Hub and buy media with greater precision.

As an early alpha partner, Omnicom Media Group helped to define the solution and has seen significant value from both the amount of data available through Ads Data Hub and the broad set of analyses and custom queries that are possible.

"With the complexity of today's consumer journeys, we are seeing that marketers are looking to solve harder business challenges than ever before. Through our partnership with Google and our use of Ads Data Hub, we will be able to answer a broader range of questions and expand our analytical services."
- Slavi Samardzija, Global CEO, Annalect, An Omnicom Media Group Company

With the shift to mobile, consumer behavior has changed for good. Marketers need tools to help them make sense of this new world, and Ads Data Hub is a key step forward.

Posted by Geoff Samek
Senior Product Manager, Ads Data and Privacy

Making marketing easier with new tools for productivity

Making marketing easier with new tools for productivity

Mobile continues to raise the bar for marketers - as consumers increasingly reach for their smartphones to get things done, they expect fast and frictionless assistance. And to help them in these moments with more useful and personalized ads, you need scalable, easy-to-use tools that allow you to manage your marketing in smarter ways.

This morning at Google Marketing Next, we shared the next generation of AdWords, DoubleClick and Google Analytics tools, each of them shaped by your feedback and built to help you work as productively and efficiently as possible.

Below is a round-up!

The new AdWords experience will be available to all advertisers by the end of the year

The new AdWords experience marks the most powerful change we’ve made to how advertisers visualize and manage their campaigns in over 15 years. The redesign makes AdWords significantly easier to use to help you reach your unique marketing goals and get things done.

Earlier this year, we previewed a few of the new tools and features in the new AdWords experience. This includes the new Overview page, which automatically surfaces relevant insights about your performance so you can take action more quickly.

Here are some other new things to check out:

Campaign creation
Build campaigns designed around your marketing goals

Performance estimates
View performance estimates to help plan your display campaigns
Landing page report
See how your landing pages are affecting campaign performance
Since rolling out the new AdWords experience, we’ve seen some inspiring results. We see that pages load much faster -- on average, 20% faster. Customers like iProspect North also reported that the new design and layout saves them 30% more time when completing everyday tasks. Starting today, we’re rolling out the new experience to millions of additional AdWords accounts and it will be available to all advertisers by the end of the year. Get started by reviewing our Best Practice guide.

Better together: Google Optimize and Google Surveys 360 integrate with AdWords

Your marketing workflows should be seamless and integrated, from managing media to optimizing your site and collecting performance insights. This allows you to easily apply learnings from one step to another and take action faster. With new integrations for Google Optimize and Google Surveys 360 with AdWords, you'll be able to test landing pages and gain insights about your ads more efficiently.

Available globally to all advertisers at no cost, Optimize helps marketers test and deliver custom site experiences to improve performance. With the Optimize and AdWords integration, you can quickly and easily create new versions of your landing pages and then apply them to any combination of AdWords campaigns, ad groups, and keywords – no coding or webmaster required. For example, on a summer beachwear campaign, test whether a landing page that features an image of beachgoers performs better than one that showcases your latest swimsuit styles. Optimize will figure out which variation works best for your business and help you get more value from your AdWords campaigns.

Surveys 360 makes it easy for anyone to create a survey, find a specific audience sample across the web, and generate results in just a few days. With the Surveys 360 and AdWords integration, you can easily target surveys to people in your remarketing audiences to help you understand the “why” behind how consumers react to your marketing. For example, ask customers what they thought was the most compelling part of your ad. Or, if you want to know what customers thought of the landing pages you tested on your summer beachwear campaign, quickly launch a survey and ask site visitors what stood out to them on the page.

Smarter planning in DoubleClick Bid Manager

The programmatic revolution has focused on combining data, machine learning and automation to drive better performance. However, few of these benefits have carried over to the world of media planning. To help save you time and improve performance, we’re bringing the power of machine learning to campaign planning with a new workflow in DoubleClick Bid Manager.

Bid Manager uses machine learning to analyze your past campaigns and understand what's performed well for you before. With these insights, it will recommend the right inventory and targeting to reach your audience based on your unique marketing goals. The result is an optimized media plan tailored to your business, which you can then tweak, approve and activate with one click.
New workflow in DoubleClick Bid Manager
“Planning in DoubleClick Bid Manager helps us find the right inventory and strategies in a matter of seconds. Now we can invest even more time in understanding our audience rather than how we should reach them.”
- Louise Lévesque, Vice-President, Marketing & Sponsorship, National Bank of Canada

Unique Reach arrives for AdWords Display campaigns and DoubleClick

Once your ads are up and running, you want to know how many people are seeing them. Reach and frequency are hallmark metrics to measure the impact of display and video campaigns today. At the same time, you need to be thoughtful about how often you connect with a single user to avoid overloading them. 30% of people today use 5 or more devices1 - that means if you reach someone three times on each screen, you could be showing them fifteen ads!

We launched Unique Reach for YouTube in AdWords earlier this year and are soon expanding availability to Display campaigns in AdWords. We’re also bringing Unique Reach to DoubleClick for all your video and display ads, no matter where they run. Unique Reach helps you measure the number of unique users and average impressions-per-user you get from video and display ads. Metrics are de-duplicated across devices, campaigns, inventory and formats so you can see how many people you reached and how often you reach them.

We can’t wait to get these new tools into your hands to hear what you think and help you work faster and smarter. To get the full replay of new innovations at Google Marketing Next, watch the keynote here.

Until next year!
Posted by Paul Muret
Vice President of Display, Video and Analytics, Google
1 Google / TNS Connected Consumer Survey, US population 18+, n=1000, Q1 2016