Tag Archives: App Ads

Preparing our partners for Apple’s iOS 14 policy updates

Apple’s upcoming App Tracking Transparency (ATT) policy will require developers to ask for permission when they use certain information from other companies’ apps and websites for advertising purposes, even if they already have user consent. Today we’re sharing how Google is helping our community prepare, as we know that developers and advertisers in the iOS ecosystem are still figuring out how to adapt.


Preparing your app for iOS 14

Apple's ATT changes will reduce visibility into key metrics that show how ads drive conversions (like app installs and sales) and will affect how advertisers value and bid on ad impressions. As such, app publishers may see a significant impact to their Google ad revenue on iOS after Apple’s ATT policies take effect. To help improve iOS monetization rates, we encourage developers to upgrade to version 7.64 of the Google Mobile Ads SDK for new features like SKAdNetwork support. Learn more about how app publishers can prepare.


Measuring ad performance on iOS 14

We’re working with the industry to give Apple feedback on how to further improve SKAdNetwork so advertisers can measure their campaign results accurately on iOS 14. In the meantime, we encourage app advertisers to upgrade to the latest version of Google Analytics for Firebase for new features like SKAdNetwork support. We also encourage advertisers to monitor the performance and delivery of all iOS App campaigns closely and, if necessary, make adjustments to budgets and bids to achieve their goals. Learn more about how app advertisers can prepare and tune in to our Learn with Google education series for ongoing guidance. 

Advertisers running Display, Video and other campaigns promoting web-based conversion goals may see performance fluctuations as Apple’s ATT policies go into effect. During this time, we will be expanding modeled conversions to more iOS 14 traffic.


How we’re complying with ATT

When Apple’s policy goes into effect, we will no longer use information (such as IDFA) that falls under ATT for the handful of our iOS apps that currently use it for advertising purposes. As such, we will not show the ATT prompt on those apps, in line with Apple’s guidance. We are working hard to understand and comply with Apple’s guidelines for all of our apps in the App Store. As our iOS apps are updated with new features or bug fixes, you’ll see updates to our app page listings that include the new App Privacy Details.

At Google, we’ve always put users and their privacy first. Transparency, choice and control form the bedrock of our commitment to users, and advertising is no different. We remain committed to preserving a vibrant and open app ecosystem where people can access a broad range of ad-supported content with confidence that their privacy and choices are respected. That’s why we’ll continue to invest in privacy preserving technology ― including aggregated and on-device solutions ― like what we’re developing for the web, along with ecosystem partners, in the Privacy Sandbox.

Better conversion measurement for video ads on YouTube and our network

From sparking an idea to helping people make that final decision, online video plays an important role in helping consumers make purchases. In fact, 70 percent of people say they bought a brand as a result of seeing it on YouTube. For advertisers, measuring video campaigns and conversions accurately has never been more important—or more complex—given all the different paths the consumer journey can take. 

That’s why we’ve been researching engaged-view conversions (EVC), a more robust non-click conversion metric. EVCs measure the conversions that take place after someone views 10 seconds or more of your skippable ad, but doesn’t click, and then converts within a set amount of days. EVCs are a more robust way to measure conversions than view-through conversions (VTCs), an industry standard that measures the conversions that take place after a person views an impression of your ad, but doesn’t click.

We’ve heard from advertisers that it can be challenging to assess the impact of video ad campaigns on conversions when you can’t compare across ad formats. That is why today we’re announcing that by the end of the year we will make engaged-view conversions a standard way of measuring conversions for TrueView skippable in-stream ads, Local campaigns and App campaigns. Our vision for the coming year is to give you more transparent reporting across both click and engaged-view conversions, aggregated and anonymously, and new configurability options for conversion measurement to make data-driven media decisions for your business.  


Engaged-view conversions are informed by incrementality studies

Our teams have run large-scale incrementality studies over the years that confirmed the causal impact of video ad campaigns were undervalued when considering clicks alone. Based on these studies, we found that most incremental conversions come from engaged users who are given the option to skip, but choose to watch your ad. In fact, over 60 percent1 of all skips on YouTube direct response in-stream video ads happen before 10 seconds. Therefore, the decision to watch 10 seconds of a skippable ad is a user choice that signals an ‘engaged-view’. When these engaged-views result in conversions within a set amount of days, engaged-view conversions are included in the conversion report.

The incrementality studies we ran also determined the default attribution window for engaged-view conversions. The default attribution window is tailored based on consumer behavior for each campaign goal and is set to three days for TrueView for action, two days for App campaigns for Install and one day for App campaigns for engagement. But you know your business best, and will be able to set the right attribution window based on your customers’ behavior and campaign goals in the coming year.

We look forward to seeing how engaged-view conversions can help you understand the value of your ads and grow your business as user behavior evolves and new viewing habits, devices and experiences become available.

Some of the mentioned features are in beta, contact your Google representative for more details.


1. YouTube data, Global, Dec 2019

New ways to put your customers first and achieve your marketing objectives

Life looks very different now for my family than it did earlier this year. From juggling work priorities to managing distance learning for my kids, there never seems to be enough hours in the day. As we adapt, we’re relying on our phones to get things done.

How can brands lend a hand? We believe there are three key ways to put consumers at the core of your strategy: help people quickly get what they want, deliver relevant information and make it easy for your customers to take action.

Today, we’re sharing new ways to put your customers first and achieve your marketing objectives.


Help people get what they want, faster

The stakes are high on mobile. If you don’t give people what they want quickly, they’ll take their business elsewhere. In fact, we recently found that for retail sites, improving your site load time by 0.1s can help you improve conversion rates by 8 percent.

Test My Site has been an important tool for helping diagnose site speed and providing custom tips on how to make it faster. Today, we updated the tool to provide specific recommendations on how you can improve your mobile site—beyond speed—and deliver more personalized and seamless experiences. Key updates include:

  • Aligning speed metrics with Web Vitals, an initiative by Google to provide unified guidance for quality signals that, we believe, are essential to delivering a great user experience on the web. When marketers and developers share the same definition of success, it’s easier to agree on what’s driving results.

  • Customized tips on how to make your site experience relevant and easy to use. For example, learn how to build a one-step checkout and keep customers coming back with relevant push notifications. 

TMS_3.gif

Improve your mobile site to boost your business

To get started, visit Test My Site to see how your site is doing and download your customized report—with sections for both marketers and developers—that you can share with your team.


Deliver more engaging and helpful ad experiences 

Many marketers already use feeds in Display, Shopping and Local campaigns to quickly upload and showcase products in your ads. With more product images directly in your ad, consumers are able to easily and seamlessly find what they’re shopping for. In the coming months, we’ll roll out feeds in App campaigns globally to all customers. According to beta testing, advertisers using feeds saw, on average, 6 percent more installs from Google.com and 17 percent more in-app actions (like log-ins and purchases) on sites and apps in our network.

GML_feeds_channels_mocks_06.16.2020-01 copy.jpg

Surface relevant information about what your app offers

Wish, an e-commerce company, used feeds to display diverse products from its marketplace. Wish also enabled deferred deep linking, which gave new app users a smoother onboarding experience—from app install straight to the item they saw in the ad.

Here’s how it works: if a new user taps on a Wish ad for running shoes, she will be directed to her app store to install the Wish app. After installing and opening the app for the first time, she would automatically land on the running shoes’ product page to learn more or make a purchase.

GML_feeds_DDL_flow (final) copy.jpg

Take new app users directly to the products they want to see with deferred deep linking

Since adopting feeds and deferred deep linking, Wish has seen a 105 percent increase in purchases from its app at a similar CPA. “These features have made our app more discoverable and appealing to customers,” says Krishanth Kathiresan, Wish’s Head of Growth Marketing. “It’s a scalable way for us to drive more lower-funnel user engagement and, most importantly, mobile orders.”

To get started, you can reach out to your account manager to join our beta or learn more.


Make it easier for your customers to take action

Loyal customers stick with brands that make it easy for them to get things done. For customers who already have your app installed, deep linking lets them get to the relevant page in the app without having to log in or re-enter information. 

Last year at Google Marketing Live, we announced app deep linking from Search, Display and Shopping ads. In the coming months, we’ll be rolling out deep linking from YouTube, Hotel, Gmail and Discovery ads. On average, deep linked ad experiences drive 2X the conversion rates.

Let’s say, your customer is watching a cooking video on YouTube and sees a discount for “2-hour grocery delivery.” Once she taps on the ad, she’s taken directly to a page in the store’s app to place an order.  

Deep linking expansion (final).png

Direct customers from your YouTube ad to your app

Rakuten Ichiba, a Japanese e-commerce company, found that enabling deep linking helped its loyal customers take action on ads directly in the brand’s app, resulting in 4X mobile purchases and 3X conversions. 

App deep linking introduces an important and seamless path to conversion. To give you better insight into where consumers are landing and converting from your ads, you can start to use ad destination reporting in Google Ads—available globally starting today.

Ad destination reporting (final).png

See where consumers are landing and converting from your ads

For example, let’s say you’re a retailer with both a website and app. With the ad destination report, you can see in the “App deep link” row that these ads drive a higher conversion rate at a lower cost per conversion.

To get started with reporting for your app, use Google Analytics for Firebase or work with one of our App Attribution Program partners


Learn more

To learn more about how you can be there for your customers while achieving your app and mobile marketing objectives, visit our Advertising Solutions Center.

Source: Google Ads


New ways to put your customers first and achieve your marketing objectives

Life looks very different now for my family than it did earlier this year. From juggling work priorities to managing distance learning for my kids, there never seems to be enough hours in the day. As we adapt, we’re relying on our phones to get things done.

How can brands lend a hand? We believe there are three key ways to put consumers at the core of your strategy: help people quickly get what they want, deliver relevant information and make it easy for your customers to take action.

Today, we’re sharing new ways to put your customers first and achieve your marketing objectives.


Help people get what they want, faster

The stakes are high on mobile. If you don’t give people what they want quickly, they’ll take their business elsewhere. In fact, we recently found that for retail sites, improving your site load time by 0.1s can help you improve conversion rates by 8 percent.

Test My Site has been an important tool for helping diagnose site speed and providing custom tips on how to make it faster. Today, we updated the tool to provide specific recommendations on how you can improve your mobile site—beyond speed—and deliver more personalized and seamless experiences. Key updates include:

  • Aligning speed metrics with Web Vitals, an initiative by Google to provide unified guidance for quality signals that, we believe, are essential to delivering a great user experience on the web. When marketers and developers share the same definition of success, it’s easier to agree on what’s driving results.

  • Customized tips on how to make your site experience relevant and easy to use. For example, learn how to build a one-step checkout and keep customers coming back with relevant push notifications. 

TMS_3.gif

Improve your mobile site to boost your business

To get started, visit Test My Site to see how your site is doing and download your customized report—with sections for both marketers and developers—that you can share with your team.


Deliver more engaging and helpful ad experiences 

Many marketers already use feeds in Display, Shopping and Local campaigns to quickly upload and showcase products in your ads. With more product images directly in your ad, consumers are able to easily and seamlessly find what they’re shopping for. In the coming months, we’ll roll out feeds in App campaigns globally to all customers. According to beta testing, advertisers using feeds saw, on average, 6 percent more installs from Google.com and 17 percent more in-app actions (like log-ins and purchases) on sites and apps in our network.

GML_feeds_channels_mocks_06.16.2020-01 copy.jpg

Surface relevant information about what your app offers

Wish, an e-commerce company, used feeds to display diverse products from its marketplace. Wish also enabled deferred deep linking, which gave new app users a smoother onboarding experience—from app install straight to the item they saw in the ad.

Here’s how it works: if a new user taps on a Wish ad for running shoes, she will be directed to her app store to install the Wish app. After installing and opening the app for the first time, she would automatically land on the running shoes’ product page to learn more or make a purchase.

GML_feeds_DDL_flow (final) copy.jpg

Take new app users directly to the products they want to see with deferred deep linking

Since adopting feeds and deferred deep linking, Wish has seen a 105 percent increase in purchases from its app at a similar CPA. “These features have made our app more discoverable and appealing to customers,” says Krishanth Kathiresan, Wish’s Head of Growth Marketing. “It’s a scalable way for us to drive more lower-funnel user engagement and, most importantly, mobile orders.”

To get started, you can reach out to your account manager to join our beta or learn more.


Make it easier for your customers to take action

Loyal customers stick with brands that make it easy for them to get things done. For customers who already have your app installed, deep linking lets them get to the relevant page in the app without having to log in or re-enter information. 

Last year at Google Marketing Live, we announced app deep linking from Search, Display and Shopping ads. In the coming months, we’ll be rolling out deep linking from YouTube, Hotel, Gmail and Discovery ads. On average, deep linked ad experiences drive 2X the conversion rates.

Let’s say, your customer is watching a cooking video on YouTube and sees a discount for “2-hour grocery delivery.” Once she taps on the ad, she’s taken directly to a page in the store’s app to place an order.  

Deep linking expansion (final).png

Direct customers from your YouTube ad to your app

Rakuten Ichiba, a Japanese e-commerce company, found that enabling deep linking helped its loyal customers take action on ads directly in the brand’s app, resulting in 4X mobile purchases and 3X conversions. 

App deep linking introduces an important and seamless path to conversion. To give you better insight into where consumers are landing and converting from your ads, you can start to use ad destination reporting in Google Ads—available globally starting today.

Ad destination reporting (final).png

See where consumers are landing and converting from your ads

For example, let’s say you’re a retailer with both a website and app. With the ad destination report, you can see in the “App deep link” row that these ads drive a higher conversion rate at a lower cost per conversion.

To get started with reporting for your app, use Google Analytics for Firebase or work with one of our App Attribution Program partners


Learn more

To learn more about how you can be there for your customers while achieving your app and mobile marketing objectives, visit our Advertising Solutions Center.

Source: Google Ads


New ways to put your customers first and achieve your marketing objectives

Life looks very different now for my family than it did earlier this year. From juggling work priorities to managing distance learning for my kids, there never seems to be enough hours in the day. As we adapt, we’re relying on our phones to get things done.

How can brands lend a hand? We believe there are three key ways to put consumers at the core of your strategy: help people quickly get what they want, deliver relevant information and make it easy for your customers to take action.

Today, we’re sharing new ways to put your customers first and achieve your marketing objectives.


Help people get what they want, faster

The stakes are high on mobile. If you don’t give people what they want quickly, they’ll take their business elsewhere. In fact, we recently found that for retail sites, improving your site load time by 0.1s can help you improve conversion rates by 8 percent.

Test My Site has been an important tool for helping diagnose site speed and providing custom tips on how to make it faster. Today, we updated the tool to provide specific recommendations on how you can improve your mobile site—beyond speed—and deliver more personalized and seamless experiences. Key updates include:

  • Aligning speed metrics with Web Vitals, an initiative by Google to provide unified guidance for quality signals that, we believe, are essential to delivering a great user experience on the web. When marketers and developers share the same definition of success, it’s easier to agree on what’s driving results.

  • Customized tips on how to make your site experience relevant and easy to use. For example, learn how to build a one-step checkout and keep customers coming back with relevant push notifications. 

TMS_3.gif

Improve your mobile site to boost your business

To get started, visit Test My Site to see how your site is doing and download your customized report—with sections for both marketers and developers—that you can share with your team.


Deliver more engaging and helpful ad experiences 

Many marketers already use feeds in Display, Shopping and Local campaigns to quickly upload and showcase products in your ads. With more product images directly in your ad, consumers are able to easily and seamlessly find what they’re shopping for. In the coming months, we’ll roll out feeds in App campaigns globally to all customers. According to beta testing, advertisers using feeds saw, on average, 6 percent more installs from Google.com and 17 percent more in-app actions (like log-ins and purchases) on sites and apps in our network.

GML_feeds_channels_mocks_06.16.2020-01 copy.jpg

Surface relevant information about what your app offers

Wish, an e-commerce company, used feeds to display diverse products from its marketplace. Wish also enabled deferred deep linking, which gave new app users a smoother onboarding experience—from app install straight to the item they saw in the ad.

Here’s how it works: if a new user taps on a Wish ad for running shoes, she will be directed to her app store to install the Wish app. After installing and opening the app for the first time, she would automatically land on the running shoes’ product page to learn more or make a purchase.

GML_feeds_DDL_flow (final) copy.jpg

Take new app users directly to the products they want to see with deferred deep linking

Since adopting feeds and deferred deep linking, Wish has seen a 105 percent increase in purchases from its app at a similar CPA. “These features have made our app more discoverable and appealing to customers,” says Krishanth Kathiresan, Wish’s Head of Growth Marketing. “It’s a scalable way for us to drive more lower-funnel user engagement and, most importantly, mobile orders.”

To get started, you can reach out to your account manager to join our beta or learn more.


Make it easier for your customers to take action

Loyal customers stick with brands that make it easy for them to get things done. For customers who already have your app installed, deep linking lets them get to the relevant page in the app without having to log in or re-enter information. 

Last year at Google Marketing Live, we announced app deep linking from Search, Display and Shopping ads. In the coming months, we’ll be rolling out deep linking from YouTube, Hotel, Gmail and Discovery ads. On average, deep linked ad experiences drive 2X the conversion rates.

Let’s say, your customer is watching a cooking video on YouTube and sees a discount for “2-hour grocery delivery.” Once she taps on the ad, she’s taken directly to a page in the store’s app to place an order.  

Deep linking expansion (final).png

Direct customers from your YouTube ad to your app

Rakuten Ichiba, a Japanese e-commerce company, found that enabling deep linking helped its loyal customers take action on ads directly in the brand’s app, resulting in 4X mobile purchases and 3X conversions. 

App deep linking introduces an important and seamless path to conversion. To give you better insight into where consumers are landing and converting from your ads, you can start to use ad destination reporting in Google Ads—available globally starting today.

Ad destination reporting (final).png

See where consumers are landing and converting from your ads

For example, let’s say you’re a retailer with both a website and app. With the ad destination report, you can see in the “App deep link” row that these ads drive a higher conversion rate at a lower cost per conversion.

To get started with reporting for your app, use Google Analytics for Firebase or work with one of our App Attribution Program partners


Learn more

To learn more about how you can be there for your customers while achieving your app and mobile marketing objectives, visit our Advertising Solutions Center.

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.


Optimization.gif

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.


Optimization.gif

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


Navigating the road ahead: How consumers are adjusting to COVID-19

COVID-19 has fundamentally changed the way we live our lives and how we connect with the world around us. Things like social distancing, curbside pickup, and at-home workouts are now commonplace. The necessary measures taken to manage the pandemic have not only disrupted the global economy, but have also altered consumers’ interests, expectations, and purchasing behavior. These shifts are constant and they’re happening rapidly—and we want to help you navigate them. Today, we’ll share five key trends we’re seeing and provide helpful resources for adjusting your media strategy.


What’s changing with consumers?

As of this week, there are over four billion people staying home worldwide. And while we don’t know how or when this crisis will resolve, we do have new insight into how people’s needs and behaviors are changing:

People are using multiple devices to go online at unprecedented levels.

Connecting with the world online is more important than ever right now, with at-home media consumption increasing dramatically and influencing all aspects of life.

  • In the U.S., staying home has led to a 60 percent increase in the amount of content watched. Americans are watching roughly 12 hours of media content a day, according to Nielsen data.

  • Consumers across the globe are spending 20 percent more time in apps and games than they did a year ago and app usage in China grew to five hours/day on average (+30 percent year over year), according to App Annie.


People are turning to Google for important information and content to meet their essential needs.

With businesses adapting to delivery or online models, people are looking for clear, specific information about where, how, and when they can get what they need.

  • According to internal data, searches for “food delivery services” have grown globally by more than 300 percent year over year.
  • Americans are watching videos related to recipes and cooking at a rate 31 percent higher than they did the same time last year.
  • According to internal data, searches for “online pharmacy” have grown globally by more than 100 percent year over year.


People are discovering new connections and nurturing relationships (virtually).

Even as people physically distance themselves, they’re using technology in new ways to connect with each other.

  • 50 percent of U.S. consumers said they have used video to communicate with family and friends. In fact, as of April, Google Meet is hosting 3 billion minutes of video meetings and adding nearly 3 million new users everyday.

  • On YouTube, we’ve seen a rise in “with me” videos, where people film themselves going about ordinary tasks like cleaning and cooking. In the US, views of videos containing “study with me” in the title are 54 percent higher compared to the same period last year.


People are adjusting routines to be at-home-first.

As daily routines and schedules adjust to new realities, so have online and at-home habits.

  • Search interest for “telecommuting” in the U.S. reached an all-time high on Google and YouTube in mid-March, and continues to grow with no sign of slowing down.
  • Workout routines have changed. There’s growing search interest for “stationary bicycle” worldwide since the beginning of the year, especially in Spain and France, and “dumbbell set” in the UK.


People are practicing self-care more. 

People are focused on taking care of their own physical and psychological needs, in addition to those of friends and loved ones.

  • People are turning to online video for help in coping with anxiety and stress. So far in the U.S. this year, views of meditation-related videos are 51 percent higher than the same period in 2019.

  • Parents and students are turning to YouTube to adapt to school closures and at-home education. According to YouTube data, average daily views of videos with “homeschool” or “home school” in the title have increased more than 120 percent globally since March 2020.

  • People are searching for things to do when they’re bored. Searches for “bored” spiked significantly in March, and search interest for “games,” “puzzles,” and “coloring books” have increased since the beginning of the year.


As consumer behavior continues to change, consumer demand will continue to rise and fall. Earlier this month, we introduced the rising retail categories tool on Think with Google to help you gain insight into what consumers are shopping for right now. The tool surfaces the fastest rising retail categories on Google Search, the geographies where they’re growing, and the queries associated with them.

Retail Category Mobile View_Option 3_V4.jpg

Rising retail categories

If you’re not a retail business, Google Trends is an alternative tool for uncovering emerging consumer trends—learn more here.

Helpful resources for managing your campaigns

It’s important to understand the potential impact of changes in consumer behavior on your business. As you evolve your short and long-term digital marketing strategies, we want to be there to help. That’s why we’ve created a single destination for product guidance and business considerations for managing your campaigns through COVID-19. Explore the full list of guides and checklists here, or reference the checklists below. We’ll continue updating and adding more in the coming months.



Change is a constant

While we don’t know how or when the crisis will resolve, we do know that remaining flexible and adapting to the needs of your customers is critical. So as we navigate this crisis together, take time to reevaluate your business priorities, explore new approaches, and continue connecting with your customers in a meaningful way.


Navigating the road ahead: How consumers are adjusting to COVID-19

COVID-19 has fundamentally changed the way we live our lives and how we connect with the world around us. Things like social distancing, curbside pickup, and at-home workouts are now commonplace. The necessary measures taken to manage the pandemic have not only disrupted the global economy, but have also altered consumers’ interests, expectations, and purchasing behavior. These shifts are constant and they’re happening rapidly—and we want to help you navigate them. Today, we’ll share five key trends we’re seeing and provide helpful resources for adjusting your media strategy.


What’s changing with consumers?

As of this week, there are over four billion people staying home worldwide. And while we don’t know how or when this crisis will resolve, we do have new insight into how people’s needs and behaviors are changing:

People are using multiple devices to go online at unprecedented levels.

Connecting with the world online is more important than ever right now, with at-home media consumption increasing dramatically and influencing all aspects of life.

  • In the U.S., staying home has led to a 60 percent increase in the amount of content watched. Americans are watching roughly 12 hours of media content a day, according to Nielsen data.

  • Consumers across the globe are spending 20 percent more time in apps and games than they did a year ago and app usage in China grew to five hours/day on average (+30 percent year over year), according to App Annie.


People are turning to Google for important information and content to meet their essential needs.

With businesses adapting to delivery or online models, people are looking for clear, specific information about where, how, and when they can get what they need.

  • According to internal data, searches for “food delivery services” have grown globally by more than 300 percent year over year.
  • Americans are watching videos related to recipes and cooking at a rate 31 percent higher than they did the same time last year.
  • According to internal data, searches for “online pharmacy” have grown globally by more than 100 percent year over year.


People are discovering new connections and nurturing relationships (virtually).

Even as people physically distance themselves, they’re using technology in new ways to connect with each other.

  • 50 percent of U.S. consumers said they have used video to communicate with family and friends. In fact, as of April, Google Meet is hosting 3 billion minutes of video meetings and adding nearly 3 million new users every day.

  • On YouTube, we’ve seen a rise in “with me” videos, where people film themselves going about ordinary tasks like cleaning and cooking. In the US, views of videos containing “study with me” in the title are 54 percent higher compared to the same period last year.


People are adjusting routines to be at-home-first.

As daily routines and schedules adjust to new realities, so have online and at-home habits.

  • Search interest for “telecommuting” in the U.S. reached an all-time high on Google and YouTube in mid-March, and continues to grow with no sign of slowing down.
  • Workout routines have changed. There’s growing search interest for “stationary bicycle” worldwide since the beginning of the year, especially in Spain and France, and “dumbbell set” in the UK.


People are practicing self-care more. 

People are focused on taking care of their own physical and psychological needs, in addition to those of friends and loved ones.

  • People are turning to online video for help in coping with anxiety and stress. So far in the U.S. this year, views of meditation-related videos are 51 percent higher than the same period in 2019.

  • Parents and students are turning to YouTube to adapt to school closures and at-home education. According to YouTube data, average daily views of videos with “homeschool” or “home school” in the title have increased more than 120 percent globally since March 2020.

  • People are searching for things to do when they’re bored. Searches for “bored” spiked significantly in March, and search interest for “games,” “puzzles,” and “coloring books” have increased since the beginning of the year.


As consumer behavior continues to change, consumer demand will continue to rise and fall. Earlier this month, we introduced the rising retail categories tool on Think with Google to help you gain insight into what consumers are shopping for right now. The tool surfaces the fastest rising retail categories on Google Search, the geographies where they’re growing, and the queries associated with them.

Retail Category Mobile View_Option 3_V4.jpg

Rising retail categories

If you’re not a retail business, Google Trends is an alternative tool for uncovering emerging consumer trends—learn more here.

Helpful resources for managing your campaigns

It’s important to understand the potential impact of changes in consumer behavior on your business. As you evolve your short and long-term digital marketing strategies, we want to be there to help. That’s why we’ve created a single destination for product guidance and business considerations for managing your campaigns through COVID-19. Explore the full list of guides and checklists here, or reference the checklists below. We’ll continue updating and adding more in the coming months.



Change is a constant

While we don’t know how or when the crisis will resolve, we do know that remaining flexible and adapting to the needs of your customers is critical. So as we navigate this crisis together, take time to reevaluate your business priorities, explore new approaches, and continue connecting with your customers in a meaningful way.


Source: Google Ads


Grow your games business with ads

There’s so much that goes into building a great mobile game. Building a thriving business on top of it? That’s next level. Today, we’re announcing new solutions to increase the lifetime value of your players. Now, it’s easier than ever to re-engage your audience and take advantage of a new, smarter approach to monetization.

Help inactive players rediscover your game

Let's face it, the majority of players you acquire aren't going to continue engaging with your game after just a handful of days. One of the biggest opportunities you have to grow your business is to get those inactive players to come back and play again.

We’re introducing App campaigns for engagement in Google Ads to help players rediscover your game by engaging them with relevant ads across Google’s properties. With App campaigns for engagement, you can reconnect with players in many different ways, such as encouraging lapsed players to complete the tutorial, introducing new features that have been added since a player’s last session, or getting someone to open the game for the first time on Android (which only Google can help with).

Learn more about it here or talk to your Google account representative if you’re interested in trying it out.

Rediscover game 1

Generate revenue from non-spending players

Acquiring and retaining users is important, but retention alone doesn’t generate revenue.  Our internal data shows that, on average, less than four percent of players will ever spend on in-app items. One way to increase overall revenue is through ads. However, some developers worry that ads might hurt in-app purchase revenue by disrupting gameplay for players who do spend. What if you could just show ads to the players who aren't going to spend in your app? Good news—now you can.

We’re bringing a new approach to monetization that combines ads and in-app purchases in one automated solution. Available today, new smart segmentation features in Google AdMob use machine learning to segment your players based on their likelihood to spend on in-app purchases.

Ad units with smart segmentation will show ads only to users who are predicted not to spend on in-app purchases. Players who are predicted to spend will see no ads, and can simply continue playing.  Check it out by creating an interstitial ad unit with smart segmentation enabled.

Smart Segmentation Flow

To learn more about news ways to help you increase the lifetime value of your players, please join us at the Game Developers Conference. Location and details are below:


What: Google Ads Keynote
Where: Moscone West, room #2020
When: Wednesday March 20th at 12:30 PM


I'm excited for the week ahead and all the new games you’re building—I’m always on the lookout for my next favorite.


Source: Google Ads