Showcasing how Mercedes-Benz Germany increased performance with data-driven attribution, and introducing new ways to see success with this model.
Showcasing how Mercedes-Benz Germany increased performance with data-driven attribution, and introducing new ways to see success with this model.
In a typical month, Google sends hundreds of millions of website visits and phone calls to hotels around the world.
As a hotelier, you have an opportunity to ensure that potential customers on Google see you in the best light which will, in turn, help grow your business and get you free direct bookings. Here are 3 steps to help you optimize your presence on Google through the holiday season, and beyond.
Free booking links provide a simple way for you to get more direct traffic across Google properties, without any charge from us. To participate, you’ll need to connect your rates with Google.
The best way to share your rates and keep them up-to-date is through a feed integration – either API or a third-party connectivity provider. If you don’t have a connectivity partner or prefer not to use one, we recently added the ability to share your rates via the new hotel rate editor on your Google Business Profile.
You can do the following to keep your hotel’s details current and ensure that customers view the most recent information about your hotel:
All these tools are part of our commitment to invest in features that help hotel partners tap into demand as the travel landscape continues to evolve. If you’re interested in driving free traffic to your website, learn how to get started or register for a Travel on Air webinar coming up on December 15. To stay up-to-date on our developments in this area, sign up for our travel partners newsletter.
In a typical month, Google sends hundreds of millions of website visits and phone calls to hotels around the world.
As a hotelier, you have an opportunity to ensure that potential customers on Google see you in the best light which will, in turn, help grow your business and get you free direct bookings. Here are 3 steps to help you optimize your presence on Google through the holiday season, and beyond.
Free booking links provide a simple way for you to get more direct traffic across Google properties, without any charge from us. To participate, you’ll need to connect your rates with Google.
The best way to share your rates and keep them up-to-date is through a feed integration – either API or a third-party connectivity provider. If you don’t have a connectivity partner or prefer not to use one, we recently added the ability to share your rates via the new hotel rate editor on your Google Business Profile.
You can do the following to keep your hotel’s details current and ensure that customers view the most recent information about your hotel:
All these tools are part of our commitment to invest in features that help hotel partners tap into demand as the travel landscape continues to evolve. If you’re interested in driving free traffic to your website, learn how to get started or register for a Travel on Air webinar coming up on December 15. To stay up-to-date on our developments in this area, sign up for our travel partners newsletter.
Achieving the right video ad frequency for both viewers and advertisers has always been a juggling act.
That challenge has only increased as linear TV viewership in the US has dropped from 100 million households in 2014 to a forecast of just 44 million by 2025. As reach declines, the number of times the audience sees an ad on TV is increasing. Seeing the same ad repeatedly can be a frustrating experience for viewers and proves wasteful for advertisers. On average, TV advertisers’ return on investment (ROI) decreased by 41% when frequency exceeded 6+ weekly impressions — which represents 46% of TV impressions served, according to a MMM meta analysis commissioned with Nielsen
Almost half of the linear TV impressions in our study were considered waste but the same study from Nielsen shows that brands can increase their average weekly frequency from one to three on YouTube with a consistent ROI
At YouTube, we are helping advertisers deliver a better advertising experience for viewers without any compromise in ROI. Based on this commitment, earlier this year we announced our frequency management solution on Display and Video 360 that allows marketers to manage the number of times people see their ads across YouTube and third-party networks. We’re now taking that a step further to revolutionize reach and frequency-buying on YouTube.
To help marketers harness this impact, we’re announcing the launch of Target frequency globally for YouTube campaigns. This will help advertisers optimize towards more precise reach and frequency, while ensuring that we continue to provide a suitable advertising experience for viewers. Target frequency allows advertisers to select a frequency goal of up to four per week and our systems will optimize towards maximum unique reach at that desired frequency.
We recently partnered with Triscuit to see how the brand can drive incremental impact to its reach campaigns with a frequency target. Triscuit's goal was to ensure that the brand stays top-of-mind with the consumer. The brand set up a Video experiment to determine the incremental ad recall that a weekly frequency of two could deliver. The Target frequency campaign achieved a 93% higher absolute ad recall lift compared to the non-frequency optimized campaign, at a 40% cheaper cost per lifted user.
Now advertisers can select the frequency target and our systems will optimize towards maximum unique reach at the frequency goal. With our built-in capping, campaigns deliver within a tight distribution range so viewers don’t see the ads too many times. In fact, over 95% of Target frequency campaigns on YouTube successfully achieved their frequency goals when set up following recommended best practices.
To start using a frequency optimized campaign, create a new video reach campaign with the Target frequency goal and select the desired weekly frequency.
Consumers navigate a widening variety of digital content from text to image to video—and they choose to spend their time in the experiences that feel most natural and intuitive for them. Working with Ipsos, we've identified three ways to keep your audience engaged across platforms throughout the holiday season, plus new retail-ready formats and creative tools to help you drive growth into the new year.
Over half of mobile consumers use Google and YouTube alongside other platforms when researching products or brands to try,
With product feeds for Discovery ads now available in beta, advertisers can show shoppers items based on their interests and intent. Specifically, individual retailers can now use lifestyle images and short text with their Google Merchant Center catalog to deliver more relevant ad experiences. For example, a consumer interested in fitness and fashion might see sneakers in a variety of colors and styles from a new brand in their content feed on YouTube or the Google app.
Puma switched to product feeds from standard Discovery ads to promote its catalog during key seasons, and saw a +46% increase in return-on-ad-spend while lowering costs by 19%. “Product feeds for Discovery ads offered more ways to expand our social-style assets across new platforms,” says Ashley Anderson, Senior Director of Digital Marketing at Puma. “Personalization and great performance made it easy to efficiently scale our spend.”
For tips to help you craft engaging Discovery ads with product feeds, see our creative best practices.
Keeping today's consumer engaged across platforms requires creative finesse at scale—and a multi-asset approach for campaigns like social and video to enable more visual and authentic storytelling. Nearly half of consumers say they are more likely to purchase a new product or brand they see in a video ad.
You can now scale your assets to Shorts, YouTube's new short-form video experience, to drive visual momentum with consumers watching everything from workout clips to recipe walkthroughs. You can make the most of this mobile canvas by bringing your best vertical video and image assets to the Shorts experience with Video action and now Discovery campaigns for images.
We've seen this asset-first creative approach across campaigns drive better results: more than 60% of advertisers who combine Video action campaigns with Discovery ads see incremental conversions at or below their original cost-per-action.
Source: Google/Ipsos, Consumer Feed Behavior Research, August 2022
And last, but not least: building assets to scale doesn't have to mean relying on stock photos and generic visuals. 43% of consumers say that they are more likely to click on ads featuring people from a variety of backgrounds,
We're committed to helping you build more helpful and relevant ads that help consumers engage with your business. Check out our latest tools and resources below to learn how you can:
We hope these insights and creative tools help you drive growth now and in the new year with more effective, engaging ads.
Marketers are investing more in their apps. In fact, 81% of retailers and 75% of e-commerce companies plan to increase their investment in promoting their mobile apps over the next 12 months.
People search across various sites and apps before taking action, with the average consumer switching five times between mobile web and apps in a 30 minute-session
It’s also essential to prioritize frictionless web-to-app experiences for customers that already have your app — which you can do with deep linking. For example, let’s say a customer is searching for new shoes on her mobile browser and sees your ad. With deep linking, she will land on the in-app product page and can check out faster, improving the customer experience and driving better campaign performance. On average, advertisers who have implemented deep linking are seeing over 2X uplift in conversion rate.
Canadian Tire, one of the leading retailers in Canada, has already seen success implementing optimized experiences with Web to App Connect.
Web to App Connect made it easier for my team to collaborate with our developers to ensure our app users aren’t having clunky experiences.
Web to App Connect will be available in beta early next year. You can express interest in being a part of the upcoming beta today and explore this guide to learn more about the toolkit.
To be set up for long-term success, today’s leading marketers should prioritize measurement solutions that both deliver performance and protect user privacy. Google Analytics for Firebase, our privacy-forward measurement solution, provides powerful cross-platform measurement capabilities to help you understand how your users engage with your app and optimize your App campaign attribution, reach and performance.
Vinted, a European marketplace for secondhand clothing, wanted to improve app performance by achieving more in-app actions and optimizing their cost per in-app action. After implementing and bidding on conversions from Google Analytics for Firebase, they were able to achieve 128% more in-app actions on iOS compared to their existing measurement solution, increase installs by 92%, and decrease their cost-per-engagement by 22%.
After the transfer, we saw an immediate iOS performance impact and unlocked new opportunities.
When you implement Google Analytics for Firebase, you also unlock exclusive features like audience management and tROAS bidding for App campaigns. And over the next few months we’re rolling out additional benefits, including:
User expectations for privacy continue to grow, and updates such as last year’s rollout of the AppTrackingTransparency (ATT) framework on iOS have made measurement more complex. That’s why we’re supporting solutions that help advertisers navigate these changes, including the new version 4.0 updates to SKAdNetwork, Apple’s measurement API.
Throughout 2023, we’re improving modeled reporting consistency for iOS app installs across measurement platforms in Google Ads. Next year, we’ll also release tools for advertisers using the Google Analytics for Firebase SDK, which streamline setting up SKAdNetwork conversion values and help better optimize their campaigns for in-app actions.
Developing these new solutions will take time, but you can start taking steps today to get ahead. For example, to enhance conversion modeling and reporting accuracy, you can adopt on-device conversion measurement, a privacy-preserving solution we released earlier this year. With on-device conversion measurement, user interactions with app ads can be matched to app conversions in a way that prevents user-identifying information from leaving a user's device. You can also start setting up SKAdNetwork conversion values yourself or work with a measurement partner, such as our App Attribution Partners. Lastly, explore this guide to learn more best practices for your iOS App campaigns.
And while nothing is changing today for Android App campaigns, we recently provided an update on our participation in the Privacy Sandbox on Android initiative. We regularly share feedback with Android about its public proposals so that the new privacy-preserving technologies can help you reach the right audiences, and more accurately measure your campaign results with less reliance on tracking identifiers. And we’ll be sharing what we’ve learned throughout 2023 on the experiments we participate in.
Online advertising doesn’t need to be confusing or out of your control. Whether you’re watching tutorials on YouTube or looking up recipes on Search, you should have a say in the ads you see online.
That’s why today, My Ad Center will start rolling out to users around the world to help you control the kinds of ads you see across Google on Search, YouTube and Discover. You’ll also be able to block sensitive ads and learn more about the information used to personalize your ad experience.
My Ad Center was designed to give you more control over your ad experience on Google’s sites and apps. When you’re signed into Google, you can access My Ad Center directly from ads on Search, YouTube and Discover, and choose to see more of the brands and topics you like and less of the ones you don’t. You will never have to spend time searching for the right control or decoding how your information is used. Instead, you can manage your ad preferences without interrupting what you’re doing online.
Imagine you spent months researching your latest beach trip, and now that you're back, you don’t want to see vacation ads. With My Ad Center, you can just tap on the three-dot menu next to a vacation ad and choose to see less of those types of ads. You can also choose to see ads about things that you care about, like deals for sneakers or holiday gifts for your loved ones.
On YouTube, you can tap on the three-dot menu next to an ad to access My Ad Center and choose the topics and brands you want to see more or less of.
You can also turn off ads personalization completely. My Ad Center makes this control easy to find by putting it front-and-center in the product. If you choose not to see personalized ads, you’ll still see ads, but you may find them less relevant or useful. This will apply anywhere you’re signed in with your Google Account.
There also may be certain ad topics that you don’t want to engage with at all. With My Ad Center, you can choose to limit ads related to topics such as alcohol, dating, weight loss, gambling, pregnancy and parenting.
In My Ad Center, you can tap on “Customize Ads” to choose the topics and brands you want to see more or less of.
We follow a set of core privacy principles that guide what information we do and don’t collect. We never sell your personal information to anyone, and we never use the content you store in apps like Gmail, Photos and Drive for ads purposes. And we never use sensitive information to personalize ads — like health, race, religion or sexual orientation. It’s simply off limits.
My Ad Center builds on those commitments by giving you the ability to control what information is used to personalize the ads you see. And if you’re not sure what you’re sharing, it’s easy to quickly see what information we use, and control it based on your preferences.
You can decide what types of your activity are used to make Google products work for you — independent of the ads you're shown. In the past, if your YouTube History was on, it automatically informed how your ads were personalized. Now, if you don’t want your YouTube History to be used for ads personalization, you can turn it off in My Ad Center, without impacting relevant recommendations in your feed.
You may also see ads meant for certain audiences based on your Google activity – categories such as education, relationship status or the industry you work in. Now you’ll be able to choose and adjust how categories inform your ads, or turn them off completely. This way, you can more easily choose the ad experience that’s right for you.
You can turn on or off YouTube History for ads personalization.
Finally, there are times you may see ads from businesses which use Google tools to advertise on other sites and apps. The option to turn off personalized ads in My Ad Center applies to ads you see on and off Google, and will automatically apply on any device where you’re signed in to your Google account. If you’re not signed into Google, you can still control your preferences in Ad Settings.
It’s our responsibility to strengthen the ways we keep you in control of your ad experiences, while ensuring that every day, people are safer with Google. To learn more about our commitment to privacy, you can visit our Safety Center.
Mental health illnesses impact more than 84 million people across the European Union, with Ireland being one of the most affected countries. Across Ireland, but particularly in rural communities, access to support services can change everything. Turn2Me is an Irish nonprofit on a mission to offer safe and timely mental health services online and break the stigma. Google.org sat down with Fiona O’Malley, CEO, to learn more.
Oisin and Diarmuid Scollard funded Turn2Me in 2009, six years after their brother Cormac committed suicide. The vision was to create a safe space for anyone in need to get professional help online. In 2013, Turn2Me gained the support of the HSE National Office for Suicide Prevention to deliver counseling online. Over the years, we have assisted more than 110,000 people with one-to-one and group support services online and our website now has 45,000 active users.
Our online-first, year-round free assistance helps us reach people who might otherwise be excluded because of the cost of counseling services or their location. We also join forces with other nonprofits to make our services known in rural areas across Ireland – and among young generations, LGBTQIA+ groups, and more.
Fiona O’Malley, CEO, Turn2Me
We know that peer support, awareness and timely access to help and information play a crucial part in mental health. Turn2me is one of the first online mental health services in the world and a great example of how investments in technology can help people feel more connected and heard.
We have invested in a custom-built platform where our users can book one-to-one counseling and support groups, but also share their thoughts and experiences 24/7 in a moderated, safe community. The Thought Catcher is an online mood diary popular with younger generations – users can select their mood, share feelings anonymously, track mood changes and receive supportive, uplifting messages. Our trained staff moderates the community and points users to resources and services.
Last but not least, we also use Ad Grants to run ads on Google Search at no cost and reach a wider audience – our sign-ups are dependent on word of mouth and online reach, and about 60% of our new website users come through ads.
Again technology, which helps us run things smoothly and efficiently. We’ve been part of Google for Nonprofits for years, which has given us access to Google Workspace for Nonprofits, improving operations and collaboration. For example, we use Docs to update our policies and share minutes of Board meetings and Meet to regularly keep in touch with other mental health nonprofits and find synergies.
Not having to pay for Ad Grants or Google Workspace means that resources can be reinvested in our programs, which helps us support between 30 and 100 more people every year.
We’re also incredibly lucky to have many wonderful volunteers along with our Board, which includes Oisin and Diarmuid Scollard, our founders. Like many families in Ireland, they know first-hand the importance of adequate mental health services and are passionate about driving change.
I believe vision matters. Our belief in our cause combined with the immense support of the many people who help us are what help us thrive. With a bold vision, you can achieve so much.
People are gravitating toward content they relate to, whether they’re watching in their living rooms or scrolling short-form video on their phones. And they’re finding it all on YouTube, where creators are constantly pushing creative boundaries to stay relevant with today’s viewers, shaping and reflecting culture as it happens. We’re committed to helping them continue to do this. In fact, last month, we shared major updates in how we support creators — including that we’ve paid creators, artists and media companies over $50 billion over the past three years.
For advertisers, investing in YouTube means reaching people in the moments and places where they’ve sought out and really connect with what they’re watching. The unique dynamic between creators and viewers creates a halo effect, or what we call the YouTube Effect, for brands.
This week at Advertising Week New York, we’re announcing new ways you can tap into the YouTube Effect across streaming, shopping and audio.
Linear TV watching continues to decline. And now, even streaming platforms are struggling to hold onto loyal viewers. According to Nielsen, YouTube recently became the co-leader in streaming watchtime.
People have always connected in front of the TV screen, but YouTube gives them the unique chance to bond over shared passions — like watching live-streamed concerts, fitness classes or even religious ceremonies together. They feel a similar connection to the ads they get, too. In a new study with Latitude, 59% of respondents agreed that ads on YouTube are more relevant than ads on linear TV or other streaming apps.
To help you reach these engaged viewers, we’re launching a new offering called Moment Blast. Designed for brands looking to raise awareness during key moments — like major sporting events, movie releases or product launches — Moment Blast gives advertisers prime positioning on YouTube Select content on connected TVs (CTV) and other devices, plus a Branded Title Card and optional Masthead placement.
As e-commerce continues to rise, so has the informed buyer. New research from theSocial Commerce and Video Study in partnership with TalkShoppe shows that having trusted information and confidence in purchases is more important to shoppers than ever. Respondents ranked YouTube number one against other video services and social media platforms in finding honest and detailed information.
Today, we’re making it easier for people to shop what they love on YouTube. Advertisers can already use product feeds on YouTube, which turns ads into a virtual storefront. We've recently expanded product feeds to Shorts and found that, on average, Video action campaigns with product feeds saw an over 70% increase in conversions on Shorts over those without product feeds.
We’re now expanding product feeds to Discovery ads to help you scale your social media creative and reach even more engaged viewers. Soon, product feeds will also include local offers, allowing brands to show real-time availability for products in their Google Merchant Center so people can find the most convenient place to buy. Creators will also be able to transform their content into virtual storefronts; this quarter, more creators will have the ability to tag products in their videos and Shorts.
You’ll see these features, some of your favorite creators and more at the second annual YouTube Shopping holiday event, “From YouTube to You," kicking off on November 10. This year’s event will include livestreams, videos and Shorts featuring brands and retailers like Ulta Beauty and TULA Skincare.
YouTube has long been a destination for music lovers to find official albums, music videos, live performances and more. And now, according to Edison, YouTube is the second most popular destination for listening to podcasts.
To help you reach these audiences, Audio ads are now globally available to buy in Google Ads and Display & Video 360. Audio ads are designed to reach people on audio surfaces and in listening-first states.
Podcast targeting is also now available globally. With Podcast targeting, brands and agencies can specifically reach podcast listeners.
From the big screen to the mobile screen, CTV to Shorts, immersive video to audio-first formats, YouTube is the only platform that can help advertisers reach viewers wherever they are.