Tag Archives: Display Ads

Make every marketing dollar count with attribution and lift measurement

Understanding how each media touchpoint contributes to your goals can mean the difference between marketing that drives business growth and marketing that fails to deliver. To make every dollar count, you need tools that help you learn how people are responding to your ads, so you can take action to improve your results.

Today, we're announcing improvements to Attribution in Google Ads including coverage for YouTube ads and a significant expansion in the availability of data-driven attribution. We're also sharing updates to our lift measurement solutions including a new way to measure incremental conversions and an accelerated time frame so you get results even faster.


Measure more of your Google media

Attribution in Google Ads helps you understand the paths people take to complete conversions. It awards credit for conversions to different ads, clicks, and factors along the way, so you can focus your investments on the media having the biggest impact on results.

Earlier this year, we launched a new look for attribution reports to help you get important insights faster. And with more people turning to YouTube as we spend more time at home, we added YouTube to attribution reports, to help you better understand the role video plays in your customer’s path to purchase.

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fuboTV, a live TV streaming platform that includes sports, news, network television and movies, used attribution reports to understand how customers interact with their YouTube and Search ads before converting. They saw that for every conversion YouTube drove directly, it assisted 2 more conversions on Search. “These insights helped us see the full value of video. This enabled us to start thinking about YouTube and Search media in one view and take into account blended cost-per-acquisition goals that more accurately reflect the total impact of our ads at driving conversions,” said Antonio Armenino, Search and Display Lead at fuboTV.

YouTube ads in attribution reports is now in beta. Eligible advertisers will be able to opt-in within the Measurement > Attribution section of Google Ads to see YouTube ads in the Top Paths, Assisted Conversions and Path Metrics reports, alongside Search and Shopping ads. And to give advertisers a more holistic view of Google media, we’re also adding Display ads to attribution reports in the coming months.


Data-driven attribution is now available to more advertisers

Data-driven attribution (DDA) is a type of attribution model that uses Google’s machine learning to determine how much credit to assign to each ad interaction along the consumer journey. Trained on and validated against incrementality experiments, data-driven attribution gives credit based on the incremental impact of your ads. It continuously analyzes unique conversion patterns, comparing the paths of customers who completed a desired action against those who did not, to determine the most effective touchpoints for each business. DDA is our recommended attribution model because the constantly updating, machine learning-based approach ensures you are always getting accurate results that account for the latest changes in consumer behavior.

DDA requires a certain volume of data in order for us to build a precise model, but to make DDA available to more advertisers, we’re lowering the data requirements for eligibility. With this change, each conversion action in your Google Ads account that has at least 3,000 ad interactions and at least 300 conversions within 30 days will be eligible for DDA. This is possible due to ongoing improvements to the machine learning algorithms we use to train data-driven attribution models, so we can do more with less data without sacrificing precision.


Use full-funnel lift measurement to validate and implement findings

Attribution is best for day-to-day, always-on measurement and is effective for setting ad budgets and informing bid strategies on a campaign or channel level. Businesses that are prepared to move beyond DDA can use randomized controlled experiments—also known as incrementality or lift—to set channel-level budgets or to optimize future campaigns.

For years, marketers have used Brand Lift and Search Lift to measure the impact of YouTube ads on perceptions and behaviors throughout the consumer journey, from brand awareness to purchase intent, and lift in organic searches on Google and YouTube. Today, we're announcing that Conversion Lift is now available in beta. Conversion Lift measures the impact of your YouTube ads on driving user actions, such as website visits, sign ups, purchases and other types of conversions.

Each of Google’s lift measurement tools use best-in-class methodology to ensure accuracy and precision, and that no additional costs are incurred to run these experiments. In addition to delivering accurate, full-funnel measurement, we’re making changes to our lift measurement tools so you get results even faster.

For Brand Lift, we recently launched accelerated flights so you can get the brand perception metrics you care about sooner, with the ability to re-measure over time. We’re also reporting Search Lift and Conversion Lift results as soon as they become available, with flexible study durations and integrated daily reporting, so you can see changes more frequently and over time. Last, you can now run Brand Lift, Search Lift and Conversion Lift measurement on the same campaign, so you can get fast, actionable results across the entire consumer journey.

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Fiverr, one of the world’s largest marketplaces for freelance services, wanted to drive both consideration and website engagement. They ran YouTube ads to reach audiences throughout the funnel, and used Brand Lift, Search Lift and Conversion Lift to measure full-funnel impact. They saw that their first test delivered strong relative lift, with a 10 percent lift in consideration, 62 percent lift in searches on Google and YouTube, and 30 percent lift in new users. “We received excellent insights from this campaign. Now that we’ve seen success in reaching first-time users throughout the funnel, our next step is to develop messaging for user retention,” said Tal Moravkin, Creative Manager at Fiverr.

We look forward to seeing these insights help you understand how people interact with your marketing throughout the consumer journey. Looking ahead, we’re working to bring more channels and formats into attribution and lift measurement, so you can get better insights to make every marketing dollar count.

Tap into intent to generate leads

Consumers are more engaged with businesses who can meet their needs from home right now–and they’re more willing to move on to those who can. In June, a Google/Ipsos survey showed that 32 percent of U.S. consumers shopped online with a brand they hadn't before COVID-19.1 This is an opportunity for businesses to connect with new customers, but it’s also a challenge—especially if you’re dealing with shifts in your day-to-day operations, or bandwidth limitations that may slow you down.

Our goal is to help you find and connect with your best leads, faster. Today, we’re sharing ways to help you do that on Search and beyond—with foundational tools that tap into the power of intent, ad formats that help you find qualified leads, and measurement solutions that optimize for lead value.


Focus on the fundamentals

It can be difficult to identify where consumer demand is shifting while making sure you have the right query coverage. In the past three months, we’ve seen Search interest surge for terms like “small business loans,” “video conference” and “online learning.” To help you respond to these changes in consumer behavior, start by refreshing the fundamentals:

  • Tap into intent: Pair broad match keywords with Smart Bidding. By evaluating billions of combinations of signals in real time, these tools help you make the most of changing trends while meeting your goals.

  • Inspire new audiences across Google: Reach up to 3 billion people with Discovery ads as they explore YouTube, Discover and Gmail. This reach, alongside Google's machine learning and unique understanding of intent, makes it easier to generate qualified leads at scale.

  • Follow Google’s creative best practices: Write ads that clearly articulate your value to people researching new brands. Start with messaging that includes your unique user benefit, a strong call to action, and a variety of ad extensions.

  • Uncover new opportunities: Use optimization score and Performance Planner. As the market evolves, you may find that your campaigns, bids and budgets aren’t set up to meet shifting demand.


Find qualified leads

Consumers now prefer to use more varied methods to communicate with a business. In fact, our research from March shows that one in three shoppers would rather buy from a company that provides a wide range of ways to reach them—like web forms and calls.2 To help people connect with your business in more ways, we’ve built lead-focused ad formats that span the Google ecosystem, including call ads and lead form extensions.

With new lead form extensions in Google Ads, you can now show a lead form directly in your ad, giving people an easy way to share information as they search, discover and watch relevant content. This seamless flow can help you find high-quality leads in a more efficient way. Right now, this works with ads on Search, YouTube and Discovery and is available globally. Later this year, we’ll begin rolling these out across Display campaigns.

jeep_updated.gif

Using a lead form on YouTube during a video

Jeep used lead form extensions with their Korea branch and saw completed leads increase more than tenfold. According to Jeep, this extension also generated leads at the most efficient cost among all ad platforms.

Call ads are designed for any business that relies on phone calls to drive leads. These ads encourage people to call you for more information, and can appear on any device that makes phone calls. And by including the optional “Visit website” link with your ads, it’s easier for people to learn more about your business before calling you. This can help you get higher-quality calls and more qualified leads.

half phone_02 - call first with website - lowercase.png

Call ad featuring an optional “Visit website” link

Optimize for lead value

Ultimately, your goal isn’t just to drive leads—it’s to turn those leads into sales. To optimize for this goal in Google Ads, you need to connect your converted leads to your online campaigns. To help you do that, we’re making it easier to import offline conversions just by using the information people already give you in your lead form. As a result, it will take less time to integrate with your customer relationship management (CRM) system. Look for this feature to roll out later this year.

ZenBusiness, a startup that helps other businesses, imported offline conversions and used that data with Smart Bidding to acquire more high-intent customers. As a result, the brand saw a 400 percent increase in customer acquisition year-over-year. This also freed up time for the brand to focus on more strategic initiatives. As Zach Rippstein, VP of Marketing for ZenBusiness, said: “We're now able to devote our time to more impactful areas like ad copy testing, conversion optimization, and growing new channels.”

While lead data can help you optimize campaigns, it can also be used to nurture leads with Customer Match. Whether it’s creating an online connection with an offline customer, or enhancing existing relationships with a custom message, Customer Match makes it easy to continue the conversation with your best customers. Over the last few months, we’ve made Customer Match easier to use, and rolled out several other updates:

  • You can now create similar audiences based on Customer Match lists. This helps you find more potential customers.

  • Match rates have been improved and will now update in real time. This makes it easier for you to troubleshoot your list and connect with more of your customers.

CM Match Rate Cropped.png

New “match rate” interface for Customer Match

We’re also collaborating with Zapier to develop a Google Ads integration that makes it easier to work with your data. This solution automatically imports and exports data between Google Ads and your CRM system. It currently supports lead form extensions, offline conversion imports and Customer Match. Learn about how Google handles data privacy on our Help Center.


Resources to help you generate quality leads

Businesses now have to be better at both generating and managing their leads. In addition to today’s announcements, we’re sharing a collection of lead generation resources on our Advertising Solutions Center. There, you’ll hear more about our latest updates and learn from other businesses who made the shift to digital. We’ll continue to roll out new videos about our products on the Advertising Solutions Center in the coming weeks.


1. Google commissioned Ipsos COVID-19 tracker, US  n=1000 online consumers 18+ per market. June 18-21. 

2. Google/Ipsos, Shopping Tracker, Mar 2020, Online survey, Americans 18+ who conducted shopping activities in past two days: n=1000.

Tap into intent to generate leads

Consumers are more engaged with businesses who can meet their needs from home right now–and they’re more willing to move on to those who can. In June, a Google/Ipsos survey showed that 32 percent of U.S. consumers shopped online with a brand they hadn't before COVID-19.1 This is an opportunity for businesses to connect with new customers, but it’s also a challenge—especially if you’re dealing with shifts in your day-to-day operations, or bandwidth limitations that may slow you down.

Our goal is to help you find and connect with your best leads, faster. Today, we’re sharing ways to help you do that on Search and beyond—with foundational tools that tap into the power of intent, ad formats that help you find qualified leads, and measurement solutions that optimize for lead value.


Focus on the fundamentals

It can be difficult to identify where consumer demand is shifting while making sure you have the right query coverage. In the past three months, we’ve seen Search interest surge for terms like “small business loans,” “video conference” and “online learning.” To help you respond to these changes in consumer behavior, start by refreshing the fundamentals:

  • Tap into intent: Pair broad match keywords with Smart Bidding. By evaluating billions of combinations of signals in real time, these tools help you make the most of changing trends while meeting your goals.

  • Inspire new audiences across Google: Reach up to 3 billion people with Discovery ads as they explore YouTube, Discover and Gmail. This reach, alongside Google's machine learning and unique understanding of intent, makes it easier to generate qualified leads at scale.

  • Follow Google’s creative best practices: Write ads that clearly articulate your value to people researching new brands. Start with messaging that includes your unique user benefit, a strong call to action, and a variety of ad extensions.

  • Uncover new opportunities: Use optimization score and Performance Planner. As the market evolves, you may find that your campaigns, bids and budgets aren’t set up to meet shifting demand.


Find qualified leads

Consumers now prefer to use more varied methods to communicate with a business. In fact, our research from March shows that one in three shoppers would rather buy from a company that provides a wide range of ways to reach them—like web forms and calls.2 To help people connect with your business in more ways, we’ve built lead-focused ad formats that span the Google ecosystem, including call ads and lead form extensions.

With new lead form extensions in Google Ads, you can now show a lead form directly in your ad, giving people an easy way to share information as they search, discover and watch relevant content. This seamless flow can help you find high-quality leads in a more efficient way. Right now, this works with ads on Search, YouTube and Discovery and is available globally. Later this year, we’ll begin rolling these out across Display campaigns.

jeep_updated.gif

Using a lead form on YouTube during a video

Jeep used lead form extensions with their Korea branch and saw completed leads increase more than tenfold. According to Jeep, this extension also generated leads at the most efficient cost among all ad platforms.

Call ads are designed for any business that relies on phone calls to drive leads. These ads encourage people to call you for more information, and can appear on any device that makes phone calls. And by including the optional “Visit website” link with your ads, it’s easier for people to learn more about your business before calling you. This can help you get higher-quality calls and more qualified leads.

half phone_02 - call first with website - lowercase.png

Call ad featuring an optional “Visit website” link

Optimize for lead value

Ultimately, your goal isn’t just to drive leads—it’s to turn those leads into sales. To optimize for this goal in Google Ads, you need to connect your converted leads to your online campaigns. To help you do that, we’re making it easier to import offline conversions just by using the information people already give you in your lead form. As a result, it will take less time to integrate with your customer relationship management (CRM) system. Look for this feature to roll out later this year.

ZenBusiness, a startup that helps other businesses, imported offline conversions and used that data with Smart Bidding to acquire more high-intent customers. As a result, the brand saw a 400 percent increase in customer acquisition year-over-year. This also freed up time for the brand to focus on more strategic initiatives. As Zach Rippstein, VP of Marketing for ZenBusiness, said: “We're now able to devote our time to more impactful areas like ad copy testing, conversion optimization, and growing new channels.”

While lead data can help you optimize campaigns, it can also be used to nurture leads with Customer Match. Whether it’s creating an online connection with an offline customer, or enhancing existing relationships with a custom message, Customer Match makes it easy to continue the conversation with your best customers. Over the last few months, we’ve made Customer Match easier to use, and rolled out several other updates:

  • You can now create similar audiences based on Customer Match lists. This helps you find more potential customers.

  • Match rates have been improved and will now update in real time. This makes it easier for you to troubleshoot your list and connect with more of your customers.

CM Match Rate Cropped.png

New “match rate” interface for Customer Match

We’re also collaborating with Zapier to develop a Google Ads integration that makes it easier to work with your data. This solution automatically imports and exports data between Google Ads and your CRM system. It currently supports lead form extensions, offline conversion imports and Customer Match. Learn about how Google handles data privacy on our Help Center.


Resources to help you generate quality leads

Businesses now have to be better at both generating and managing their leads. In addition to today’s announcements, we’re sharing a collection of lead generation resources on our Advertising Solutions Center. There, you’ll hear more about our latest updates and learn from other businesses who made the shift to digital. We’ll continue to roll out new videos about our products on the Advertising Solutions Center in the coming weeks.


1. Google commissioned Ipsos COVID-19 tracker, US  n=1000 online consumers 18+ per market. June 18-21. 

2. Google/Ipsos, Shopping Tracker, Mar 2020, Online survey, Americans 18+ who conducted shopping activities in past two days: n=1000.

Decoding decisions to grow online sales

With more consumers sheltering at home, digital adoption has rapidly accelerated and changed consumer shopping behavior globally. Consumers are looking for new and delightful products related to the home; for example, searches for “planter box” grew 200 percent year over year globally. They’re finding ways to celebrate from afar, with global searches for “online gift” increasing by over 100 percent year over year, and we saw 600 percent more searches for “click and collect” year over year, indicating shoppers around the world are keen to skip delivery and get what they need right now.

With so much information and choice available online, the space between the purchase trigger and the purchase itself has become incredibly complex. Through the lens of behavioral science, our latest Decoding Decisions research reveals how shoppers manage this complexity—we call it the “messy middle”—and codifies behavior into two mental modes: exploration (an expansive activity) and evaluation (a reductive activity). Discoveries made in the “messy middle” often determine the outcome, so it’s a critical space for businesses to connect with shoppers and win brand favor.

We’re focused on helping you influence the hundreds of millions of shoppers who come to Google every day. Today, we’re adding new ways to showcase and augment your brand and products visually to spark action across Search, Shopping, and Display ads; optimize and grow your customer acquisition volume; and amplify your e-Commerce experience.

Rich, personalized creatives across Search, Shopping, and Display ads

Rich ad creatives are the key to engaging shoppers as they navigate the “messy middle.” Of people who shop online, 85 percent say product information and pictures are important to them when deciding which brand or retailer to buy from. Recently, we shared how Discovery ads can help you visually inspire shoppers scrolling their feeds on YouTube, Discover, and Gmail as well as how you can make your videos shoppable on YouTube. Today, we’re bringing the same rich product experience to Search, Shopping, and Display ads.

To help you grow online sales with your Search ads, we’re launching an image extensions beta program. You can easily add high-quality, rich assets, so shoppers can quickly see products to consider and take action faster. With image extensions, you can upload relevant images or automatically curate them from your website with machine learning. Hugo Boss used image extensions with responsive search ads and saw a 2.5x improvement in ROI and 5 percent bump in clickthrough rates.

Image Extensions.png

New image extension beta on Google Search to visually represent your brand and products

In addition to rich image assets, we’re introducing new ways to further personalize and curate your responsive search ads for today’s shoppers. You can now dynamically highlight sales or time-sensitive deals with a countdown and get suggestions on how to promote online availability, shipping, and returns.

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New responsive search ad features to highlight your sales, promotions and shipping offerings

For retailers, we’re offering more visual ways to stand out from the competition with Smart Shopping campaigns.1 Beginning today in the U.S., you can now highlight features like free and fast shipping, which has shown to increase average conversion rates by 9 percent. Later this year, you’ll be able to better differentiate with a dynamically curated carousel of your most relevant products in a new immersive, browsable shopping experience plus include video content in your Display ads.

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New visual shopping formats in the United States through Smart Shopping campaigns with free and fast shipping annotations; an immersive, browsable shopping experience; and videos on Display ads

Building on the innovation from Search and Shopping ads, we’re updating the look and feel for responsive display ads so you can better engage shoppers as they browse millions of sites and apps with your Display campaigns. Starting today, you have new creative layouts, automatically generated video ads, and updated dynamic ads—which can now display your business name alongside your logo, emphasize your latest promotions, and even spotlight a single product.

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Updated look and feel of dynamic display ads, featuring beauty brand COSMEDIX

Automated bidding to find the right shopper 

Smart Bidding evaluates over 1 million combinations of relevant contextual signals present during the auction like time of day, device type, or operating system. This means you’ll reach the right customers at the right time to drive more online sales—even when consumer demand fluctuates across Google—in real-time.

Last week, we shared several new tools like portfolio bid strategies and bid strategy reports to get more performance out of every dollar. Building on that, as of today, you’ll be able to optimize your Smart Shopping campaign to grow online sales specifically from new customers.1 Retailers who participated in early testing for new customer acquisition are already seeing great results. IT Cosmetics, a makeup and skincare brand, added the new customer acquisition goal to their Smart Shopping campaign and saw a 188 percent increase in revenue from new customers.

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Smart Shopping campaigns’ new customer acquisition value

Resources and tools to achieve a fast, frictionless e-Commerce experience

The need for a fast, frictionless e-Commerce experience, particularly on mobile, has never been more prevalent. Businesses who embrace digital, particularly in our current environment, are able to engage consumers like never before.

“[Digital and e-Commerce] has allowed us over the pandemic to reach people where they are absolutely unequivocally spending the most of their time, which is online on screen.” 
- Christina Tosi, owner of Milk Bar

Today, we’re sharing a new collection of Online Sales resources on our Advertising Solutions Center. You’ll find our latest customer research that delves deeper into the “messy middle,” hear from businesses who pivoted to digital, and learn about our newest product innovations and resources to improve your e-Commerce experience. We’ll continue to roll out more videos about our new products on the Advertising Solutions Center in the coming weeks.

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New collection of Online Sales resources on the Advertising Solutions Center

We hope these latest updates will help businesses capture online shopping demand and achieve their marketing objectives.


1. In Europe, Smart Shopping campaigns can be used with any Comparison Shopping Service (CSS) you work with. The ads will show on general search results pages and on any other surfaces the CSS has opted in to.

Inspire new customers in their moments of discovery

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

Reach more people as they browse their favorite feeds

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


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

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

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

Google Discovery - UGG GIF.gif

Example Discovery ads for lifestyle retailer UGG

Drive interest and action with new audiences

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

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

UGG-LOGO_black (1).png

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

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


FINAL Logo_Iprospect.png

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

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An example Discovery ad for UK clothing retailer MandM Direct


Get started with Discovery ads

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

Source: Google Ads


Inspire new customers in their moments of discovery

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

Reach more people as they browse their favorite feeds

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


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

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

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

Google Discovery - UGG GIF.gif

Example Discovery ads for lifestyle retailer UGG

Drive interest and action with new audiences

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

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

UGG-LOGO_black (1).png

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

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


FINAL Logo_Iprospect.png

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

Google Discovery  - MandM Direct Quote.png

An example Discovery ad for UK clothing retailer MandM Direct


Get started with Discovery ads

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

Source: Google Ads


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

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

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


Get the most out of your budget

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

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

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


Reach new and existing customers

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

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

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


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Google Ads mobile app

Show up with the right message

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

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

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


Know what’s working

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

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


Helpful resources for managing your campaigns

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

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


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

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

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

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


Get the most out of your budget

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

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

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


Reach new and existing customers

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

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

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


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