Tag Archives: AdWords

BigCommerce merchants can now reach new customers across Google

Since our earliest days, Google has been devoted to democratizing information and creating helpful resources that are accessible to as many people as possible. We've since extended that ethos to online shopping, building an open and free ecosystem that connects merchants and customers around the world. Starting today, we are making it even easier for BigCommerce’s 60,000 merchants to show up across Google.

BigCommerce works with small, medium and large merchants around the world. With this new integration, BigCommerce merchants of all sizes will be able to easily list their products for free on Google, create ad campaigns and review performance metrics directly in their BigCommerce store. This also means BigCommerce merchants can now integrate with Google’s shopping features across Search, Shopping, Image Search and YouTube.

The future of online shopping is open and free, and by teaming up with partners like BigCommerce we are expanding the opportunities for a global audience of merchants and shoppers.

What’s next for YouTube, from Advertising Week New York

The pandemic accelerated two changes already underway — the move to streaming, and the move to ecommerce. As the number one streaming platform for ad-supported reach, YouTube is the place where hard-to-reach audiences come to be entertained and connect with creators and content they love. It’s also where audiences come to shop.

Today at Advertising Week New York, we’re sharing new ways to help marketers get ready for what’s coming next in streaming and commerce. We're also hosting a week-long live shopping event on YouTube starting November 15, featuring must-have holiday gifts from Samsung, Verizon and Walmart.

Inspire customers in real time with live shopping

The line between in-store and digital commerce has blurred, and shoppers are looking for inspiration and advice in new places. YouTube creators are at the forefront of this shift, sharing helpful, honest and entertaining shopping content that cuts through the noise. According to a study we ran in partnership with Publicis and TalkShoppe, 89% of viewers agree that YouTube creators give recommendations they can trust. As a result, people who shop on YouTube make faster, more confident purchase decisions — a win-win for both shoppers and brands.

Earlier this year, we started testing an integrated shopping experience that allows viewers to tap into the credibility and knowledge of trusted creators to make informed purchases on YouTube. We initially experimented with shoppable on-demand videos, and now we’re testing shoppable livestreams, too.

A shoppable livestream hosted by Simply Nailogical on a mobile phone

We recently partnered with several top YouTube creators to test our new live shopping features, including Simply Nailogical, who launchedher new nail polish collection to 2.8 million fans on herSimply Not Logical channel, andHyram, who droppedhis new ‘Selfless’ skincare line to 4.5 million fans.

We’ve also tested shoppable livestreams with leading retailers on their channels. Raven Elyse went live to sell her favorite home workout gear and morning routine essentials from Walmart, Sephora beauty directors hosted a live Q&A about makeup foundations, and Target performed a live style haul celebrating fall style.

“We think about YouTube as a connector to our customers — reaching people through inspiration, entertainment, and creativity," says William White, Chief Marketing Officer, Walmart. "At Walmart, we continue to innovate on behalf of the customer, and we are excited about our work together. Through our partnership with YouTube, we will continue to evolve how we link inspiration and commerce.”

Building on the success of these pilots, the YouTube Holiday Stream and Shop will kick off on November 15 with a week of shoppable livestreams. Fans tuning in will be able to score new products, unlock limited time offers, and get their product questions answered through live Q&A and polls with creators and other viewers. To start the week, the Merrell Twins will share their holiday wish list featuring products from Walmart, Samsung and Verizon. Stay tuned for more details as the holidays approach!

Reach more shoppers with connected TV

Last year, streaming households outnumbered cable TV households in the United States for the first time. And according to Comscore, 40% of all ad-supported streaming watch time is happening on YouTube.1

With 60% of YouTube CTV viewers watching with others2, people are connecting more deeply with each other by sharing YouTube content they love on the big screen. This means brands can easily extend the overall reach and impact of their campaigns. And as of this month, U.S. advertisers are able to fully measure their YouTube CTV video investments across YouTube and YouTube TV for an accurate view of true incremental reach and frequency in Comscore Campaign Ratings (CCR). Nielsen Digital Ad Ratings (DAR) CTV measurement is available for YouTube TV and will also be available soon for YouTube CTV in the U.S.

To make YouTube CTV ads more helpful for viewers and drive more online sales or leads for brands, we also recently upgraded Video action campaigns to automatically include CTV inventory. Learn more about how Video action campaigns on TV screens can help grow your business.

A lot has changed in the past year, but our commitment remains the same: we’re here to help your business grow and get ready for what comes next. To learn more about YouTube’s latest viewer insights and product innovations, watch our Advertising Week keynote.

1. Comscore, OTT Intelligence, Dec. 2020, U.S. (According to Comscore, YouTube represents 40% of watch time of all ad-supported streaming services analyzed)
2. Google/Talk Shoppe, United States, whyVideo 2021 study, n=2,000 A18-64 GenPop video users, Survey in field March 26th to April 4th, 2021. (According to Talk Shoppe, 60% of YouTube CTV viewers watch with other people)

The future of attribution is data-driven

In the face of a changing privacy landscape, marketers need new measurement approaches that meet their objectives and put users first. This is why we’ve invested in new tools to help you future-proof your measurement.

One critical tool is machine learning, which can be used to fill the gaps in observed data and unlock new insights into consumer behavior. For example, conversion modeling powered by machine learning allows you to preserve measurement even when cookies or other identifiers aren’t present. Data-driven attribution in Google Ads takes this a step further. It uses advanced machine learning to more accurately understand how each marketing touchpoint contributed to a conversion, all while respecting user privacy. 

As the industry continues to evolve, last-click attribution will increasingly fall short of advertisers’ needs. The most successful marketers will switch to a data-driven approach. While Google Ads offers data-driven attribution, some advertisers haven’t been able to use it due to minimum data requirements or unsupported conversion types. To help all advertisers take advantage of better attribution and improve their performance, we’re removing the data requirements and adding support for additional types of conversions. With these improvements, we're also making data-driven attribution the default attribution model for all new conversion actions in Google Ads.

Better performance with better attribution

Unlike other models, data-driven attribution gives you more accurate results by analyzing all of the relevant data about the marketing moments that led up to a conversion. Data-driven attribution in Google Ads takes multiple signals into account, including the ad format and the time between an ad interaction and the conversion. We also use results from holdback experiments to make our models more accurate and calibrate them to better reflect the true incremental value of your ads. And like all of our measurement solutions, we respect people's decisions about how their data should be used and have strict policies against covert techniques, like fingerprinting, that can compromise user privacy. 

Advertisers around the world have seen better results by switching to data-driven attribution. When combined with automated bidding strategies, data-driven attribution can drive additional conversions at the same cost-per-acquisition. This is because our systems can better predict the incremental impact a specific ad will have on driving a conversion, and adjust bids accordingly to maximize your ROI. 

Data-driven attribution allows us to assign the right credit to every touchpoint. With automated bidding and data-driven attribution, we've seen an 18% reduction in cost of sales over last-click. Lara Harter
Head of Online Marketing, DocMorris
Since we moved our search and display campaigns in Google Ads to data-driven attribution, we’ve seen an 8% increase in overall incremental conversions with an 8% lower cost per lead. Marco Carola
Head of Online Acquisition, Crédit Agricole Italia

More campaigns, more advertisers

Today, data-driven attribution supports Search, Shopping, Display and YouTube ads. But we know that data-driven attribution can improve advertiser performance, regardless of campaign or conversion type. That’s why we’re adding support for more conversion types, including in-app and offline conversions. We’re also removing the data requirements for campaigns so that you can use data-driven attribution for every conversion action.

We'll roll out data-driven attribution as the default model starting in October and plan to have it in all Google Ads accounts by early next year. You'll still have the option to manually switch to one of the five rule-based attribution models. With these upgrades, data-driven attribution can help every advertiser clearly understand the full value of their Google Ads campaigns. 

This is one example of our commitment to helping you make every marketing dollar count, even as the industry continues to shift. We’ll continue to work to use advances like machine learning to bring you measurement tools that deliver performance while also respecting user privacy.

Magic in the making: The 4 pillars of great creative

Consumers report that helpfulness is their top expectation of brands since the start of the COVID-19 pandemic, with 78% saying a brand's advertising should show how they can be helpful in everyday life.1 This means businesses need to quickly engage audiences with meaningful messages, using immersive storytelling to bring their brand and products to life.

To help you build visually-rich ad experiences that easily drive consumers to action, we've brought together our top creative guidance across Google Ads solutions in a single guide. Learn to craft stronger calls-to-action, engaging ad copy and striking visual assets — plus, get the latest insights from our team of creative and data scientists at Creative Works. You can also explore tips by marketing objective in order to craft more impactful creative to meet your business goals.

An image of two phones featuring natural soap products.

Dr. Squatch using a clear call-to-action, engaging copy and rich product visuals with Google Ads.

The 4 pillars of compelling creative

Lead with a clear call-to-action:Personalized descriptions perform up to two times better for their campaign goal versus non-personalized descriptions.2 This means businesses need to help consumers immediately see what they have to offer by including words like "you" to draw attention, and adding their product or brand name in headlines and descriptions.

Connect more authentically with a wide variety of assets:Audiences take action faster if they can relate to your message — 64% of consumers said they took some sort of action after seeing an ad that they considered to be diverse or inclusive.3 And images that feature people perform over 30% better for their campaign goal versus images that don’t.4 Given the variety of consumers looking online for new products to try, brands should show a wide range of people using their products or services to resonate with audiences.

Build for smaller screens: Images with no overlaid text, or overlaid text under 20 characters, perform up to 1.2X better for their campaign goal versus images with longer overlaid text.5 With people spending more time on a broad range of small devices, businesses should consider how and where consumers are seeing their ads and provide visual assets that clearly communicate their call-to-action.

Give your creatives time to test: We've seen that waiting 2-3 weeks between changes to ad creative minimizes performance fluctuations, allowing the Google Ads system time to learn and adapt to your most effective assets. Review Ad strength and asset reporting to better understand which assets resonate best and help you make the call on which to remove or replace.

An image of two phones featuring beauty products.

Beauty brand COSMEDIX using a variety of image assets in multiple aspect ratios with Google Ads.

Get help with building better assets

Consumers expect businesses of all sizes to offer more helpful brand experiences. Stand out with more relevant, engaging offers with help from our new guide to building better creative. And for more support with developing new creative assets or campaign strategies, check out our approved creative production agencies to find the right partner to help you achieve your business goals.

1. Kantar, COVID-19 Barometer Global Report, Wave2, runs across 50 countries, n=9,815, fielded 27th-30th March 2020.

2. Google internal data based on an aggregate study of median performance of campaign goals for Responsive display ads (CTR), Discovery ads (CTR, CVR), Video action campaigns (VTR) and Video discovery ads (VTR) across 78K assets for Media & Entertainment, Retail, and Finance verticals. Global. January 2020 - June 2021.

3. Google/Ipsos, U.S., Inclusive Marketing Study, n of 2,987 U.S. consumers ages 13–54 who access the internet at least monthly, Aug. 2019.

4. Google internal data based on an aggregate study of median performance of campaign goals for Discovery ads (CTR, CVR), Video action campaigns (VTR), Video discovery ads (VTR), App campaigns for installs (IPM), and App campaigns for engagement (EPM) for Media & Entertainment, Retail, and Finance verticals. Global. January 2020 - June 2021.

5. Google internal data based on an aggregate study of median performance of campaign goals for Discovery ads (CTR, CVR), and Responsive display ads (CTR) across 78K assets for Media & Entertainment, Retail, and Finance verticals. Global. January 2020 - June 2021.

Display campaigns made easy

Helping you connect with customers is core to the Google Ads mission, and we're always working to make that as easy as possible through our products. That’s why, starting this month, we’re bringing the flexibility of standard Display campaigns and the automation of Smart Display campaigns into a single Display campaign. 

We introduced Smart Display campaigns four years ago to create a simple way to reach your audience across millions of sites and apps. Smart Display campaigns have helped make it easier to reach your goals — using automation to find new and existing customers, tailor your creative and set optimal bids.

Then we brought the best of this automation to standard Display campaigns, powering features like responsive display ads and automated bidding — even the option to pay only for the conversions your ads drive. We’ve seen these lead to better business outcomes for advertisers; but we’ve also heard that your priorities can change, and you want greater flexibility to test new features.

In this new Display campaign experience, you’ll have all of the reach and performance you’re used to, with the ability to choose the level of automation you prefer in bidding, creatives and audiences. A smooth setup process will allow you to choose between automation or control up front, and you’ll have the flexibility to change your automation choices at any time — without creating a new campaign. 

A video introducing Display ads and explaining how they can help your business reach customers online

Whether you choose an automatic or customized experience, Display ads are designed to help you meet your customers in the moments that matter. With that in mind, we've also introduced optimized targeting to Display campaigns to replicate the effortless experience of automatic audience targeting previously available only on Smart Display campaigns. This is an easier option for reaching new and relevant audiences — driving impressions, clicks or conversions to help you meet your goals.

A screenshot showing the new Display campaign setup process in Google Ads. It features a notification that says “Optimized targeting is set up for you”, and an optional button to “add targeting.”

Optimized targeting in the new Display campaign creator

Advanced advertisers can continue to add the manual audience-finding options from standard Display campaigns for more control, or use these audiences in combination with optimized targeting. Optimized targeting will treat audience settings as signals, looking more broadly to find customers that can improve your campaign performance and deliver a better ad experience.

Our top priority is helping you reach your customers with more relevant ads. And with one simplified Display campaign, we’re making it easier than ever.

Keep up to date with the latest Display campaign innovations in the Help Center.

Think Retail on Air is Tuesday, August 31 at 10 a.m. PDT

It’s time to get ready for the holiday season! This year, we expect shoppers to continue using the digital-first services they learned during the pandemic, like curbside pickup and grocery delivery, in combination with in-store shopping trips. We see this across Google, where searches for "now near me" have grown globally by more than 100% year over year and searches on Google Maps for “curbside pickup” have increased globally by 5,000% year over year.1

To help you capture the opportunity this holiday season, we’re hosting Think Retail on Air 2021 on Tuesday, August 31 at 10 a.m. PDT. During this virtual event, we’ll share the latest holiday shopping insights, category trends and Google solutions to help you prepare your business for the holidays. You’ll hear from product experts and industry leaders, including:

Image depicts 6 people along with their names, job title and company. The first is Matt Madrigal, VP/GM, Merchant Shopping at Google. The next person is Suchi Sastri, Managing Director and Partner at Boston Consulting Group. The next person is Christina Willis, Director of Marketing at Best Buy. Then there is Jen Meacham, Shopping Sales Specialist at Google. Then, Karolline Maciel Mariano, Product Lead, Automation at Google. Finally, Chris Card, Head of Industry, Video at Google.

After the live keynote, you’ll be able to tune in to our hands-on sessions. Be sure to join the right track for you, based on your business’ needs and level of readiness:

  • If you're looking for a holistic overview, be sure to watch the “Google Academy holiday best practices” sessions for growing online sales and growing in-store sales. 

  • If you’re looking to dive deeper into specific product solutions, or just want to learn more, be sure to watch the “Advanced strategies for growth” sessions in the other tab. 

Register now to reserve your virtual front row seat!

1. Google Data, Global English, Jan 26, 2021 - Mar 26, 2021 vs Jan 26, 2020 - Mar 26, 2020

Tools and partnerships to help travel recover and thrive

The travel industry is beginning to show promising signs of recovery as parts of the world reopen and vaccinations continue. We see from Google searches that people want to travel, provided they feel safe to do so: Global searches for “where to travel,” “can I travel” and “covid travel restrictions” are near all-time highs. Google is working hard to listen to customer feedback and ensure travel businesses and tourism officials have the information needed to continue recovery.

That’s why last December, we began testing Travel Insights with Google in the Asia Pacific region; it’s a set of tools providing powerful insights into real-time travel demand based on global Google Search data. Today we’re launching Travel Insights with Google in the United States, in partnership with Destinations International and Hospitality Sales and Marketing Association International (HSMAI). Together, we’ll bring these tools to the travel industry in the U.S. and around the world with training materials customized specifically for destination organizations and hospitality marketing professionals.

Consumer insights to help
accelerate recovery

There are two free tools available within Travel Insights with Google that provide rich data and actionable insights. 

Destination Insights gives travel businesses, governments, and tourism boards a clear picture of top sources of demand per destination. This can help users understand where potential travelers may be coming from and adjust marketing campaigns accordingly. The second tool, Hotel Insights, helps hoteliers analyze search trends so they can understand where interest is coming from and attract new guests by creating a stronger digital presence.

Screenshot of the Travel Insights tool landing page, showing cards for Destination Insights, Hotel Insights, and Travel Analytics Center

Travel Insights tool landing page

Since we began piloting these tools last year, they’ve helped government tourism officials in places like Singapore and Indonesia answer critical questions as they make decisions about border reopenings. As part of our ongoing global expansion, we recently launched localized versions of Travel Insights with Google in countries across Asia and Europe, including Spain, Greece, France, Italy, Croatia, China, India, Indonesia, Japan, Korea, Malaysia, Philippines, Thailand and Vietnam.

“As we enter into the recovery phase after the pandemic, relevant and timely data will be essential for destination organizations around the world as they will be required to respond intelligently and proactively on behalf of their communities. We are thrilled to partner with Google for this type of information that will help make our members successful.”
—Don Welsh, President and CEO of Destinations International.

“Partnering with Google on this initiative reinforces that what industry professionals need are insights, not just information. HSMAI members that are inspiring marketing will benefit greatly by having access to the exclusive expertise that Google provides on what today’s traveler is searching for as the recovery picks up across travel and tourism.” 
—Robert A. Gilbert, CHME, CHBA, President and CEO of HSMAI

More actionable features 

Based on feedback we’ve heard from our pilot partners, today we’re also introducing new, helpful features within the Destination Insights tool. 

Focusing Facts will allow users who visit Destination Insights to view a set of quick insights such as “Fastest growing destination globally,” “Country with the most inbound interest” and “Top city in demand.” Focusing Facts are based on the previous 84 days of data which provides a well-rounded vantage point. 

Screenshot of the Focusing Facts tool within Destination Insights, showing trending destinations

Focusing Facts tool within Destination Insights

The Demand Sizing Tool is a new section with distinct filters to compare inbound and outbound interest between one primary country and up to ten comparison countries.

Screenshot of the Demand Sizing tool within Destination Insights, showing inbound and outbound interest of countries.

Demand Sizing tool within Destination Insights

Responsibly reinvigorating the tourism sector will take ingenuity and effort across the industry. We want to support travel and tourism professionals with the tools and insights they need to connect with people searching for travel. As we make progress toward recovery, we’ll continue to seek to find new ways to support the global travel and tourism sector by sharing data and insights that can help the industry rebound.

In just a few clicks, GoDaddy merchants can show up across Google

Shoppers get the most choice when they can easily discover businesses and their unique products. And when those products get discovered, businesses can connect with more customers. We see it as a win-win, which is why we’re working hard to make commerce more open online. One way we’re doing this is by teaming up with eCommerce platforms like GoDaddy.

Starting today, we welcome GoDaddy online store customers to more easily integrate their product inventory across Google at no additional cost. This means that GoDaddy merchants can now get discovered across Search, Shopping, Image Search and YouTube in just a few clicks. With this integration, GoDaddy merchants can upload their products to Google, create free listings and ad campaigns and review performance metrics — all without leaving GoDaddy’s Online Store.

By teaming up with platforms like GoDaddy, we are able to help even more businesses make more connections with shoppers who are eager to discover new brands.

Join us for Google for Games Developer Summit 2021

With a surge of new gamers and an increase in time spent playing games in the last year, it’s more important than ever for game developers to delight and engage players. To help developers with this opportunity, the games teams at Google are back to announce the return of the Google for Games Developer Summit 2021on July 12th-13th

Hear from experts across Google about new game solutions they’re building to make it easier for you to continue creating great games, connecting with players and scaling your business.  Registration is free and open to all game developers.

Register for the free online event at g.co/gamedevsummit to get more details in the coming weeks.  We can’t wait to share our latest innovations with the developer community.

Conversion modeling through Consent Mode in Google Ads

Last year, we introduced Consent Mode, a beta feature to help advertisers operating in the European Economic Area and the United Kingdom take a privacy-first approach to digital marketing. When a user doesn’t consent to ads cookies or analytics cookies, Consent Mode automatically adjusts the relevant Google tags’ behavior to not read or write cookies for advertising or analytics purposes. This enables advertisers to respect user choice while helping them still capture some campaign insights.

Without cookies, advertisers experience a gap in their measurement and lose visibility into user paths on their site. They are no longer able to directly tie users' ad interactions to conversions, whether the users are repeat visitors or whether those users have arrived from paid or organic traffic sources. To help close this gap, we're introducing conversion modeling through Consent Mode. This will help marketers preserve online measurement capabilities, using a privacy-first approach.

Now, Consent Mode will enable conversion modeling to recover the attribution between ad-click events and conversions measured in Google Ads. Early results from Google Ads have shown that, on average, conversion modeling through Consent Mode recovers more than 70% of ad-click-to-conversion journeys lost due to user cookie consent choices. Results for each advertiser may vary widely, depending primarily on user cookie consent rates and the advertiser’s Consent Mode setup.

How modeling fills in measurement gaps

Conversion modeling can help fill in blanks in media measurement at times when it’s not possible to observe the path between ad interactions and conversions. Conversion modeling through Consent Mode specifically addresses gaps in observable data from regulations on cookie consent in various regions. Conversion modeling uses machine learning to analyze observable data and historical trends, in order to quantify the relationship between consented and unconsented users. Then, using observable user journeys where users have consented to cookie usage, our models will fill in missing attribution paths. This creates a more complete and accurate view of advertising spend and outcomes — all while respecting user consent choices. Conversion modeling also upholds privacy by not identifying individual users, unlike tactics like fingerprinting which Google has a strict policy against.

Using modeling to probabilistically recover linkages between ad interactions and conversions that would otherwise go unattributed means more conversion insights for optimizing campaign bidding and understanding what’s driving sales. It's important for any modeling approach to account for the fact that people who consent to cookies are likely to convert at a different rate than those who don't.

Holistic measurement for your Google Ads campaigns

It’s important for advertisers to have accurate reporting so they can make their marketing investments go further. Advertisers using Consent Mode will now see their reports in Google Ads updated: for Search, Shopping, Display, and Video campaigns, the “Conversions,” “All conversions” and “Conversion value” columns will now include modeled conversions for consent gaps. All other Google Ads campaign performance reports that use conversion data will also reflect the impact from adding in modeled conversions.

Modeled conversions through Consent Mode will be integrated directly in your Google Ads campaign reports with the same granularity as observed conversions. This data then makes its way into Google’s bidding tools so that you can be confident your campaigns will be optimized based on a full view of your results.

Blue pie chart stating: On average, Consent Mode recovers more than 70% of ad-click-to-conversion journeys lost due to user consent choices.

For advertisers who want to optimize their campaigns based on return on ad spend or cost-per-acquisition, they can use Target Return on Ad Spend (tROAS) orTarget Cost Per Acquisition (tCPA) Smart Bidding strategies with Consent Mode. If you had previously adjusted targets to account for cookie consent changes, you can now go back to setting targets in line with your ROI goals. Note that you’re likely to see gradual improvements in reported performance as we recover lost conversions through modeling.

For advertisers who want to maintain their campaign spend, conversion modeling through Consent Mode also works with the Maximize conversions or Maximize conversion value Smart Bidding strategies in Google Ads. We recommend you make sure that the budget you’ve decided on is well-aligned with your spend goals.

Get started

If you’re an advertiser operating in the European Economic Area or the United Kingdom, have implemented Consent Mode and are using Google Ads conversion tracking, conversion modeling from Consent Mode is available for you today.

And if you aren’t using Consent Mode yet, you have two options to get started. You can implement it yourself on your website by following our instructions. Or if you need some extra help, we’ve partnered closely with several Consent Management Platforms, a few of which already take care of critical implementation steps on behalf of advertisers.

logos of Consent Management Platforms ready to take care of critical implementation steps

We are continuously adding new privacy-forward techniques to help our machine learning solutions better understand the aggregate behavior of non-consenting users, and offer actionable insights in reporting for deeper clarity on your marketing spend. We’ll be bringing conversion modeling through Consent Mode to other Google advertising products, like Campaign Manager 360, Display & Video 360 and Search Ads 360 later this year.