Pay Per Click News
As technology enables more assistive experiences, consumer’s expectations for seamless web experiences are now higher than ever before. In fact, a one second delay in mobile page load can decrease conversions up to 20%.1 But when someone clicks an ad w…
Cross-posted from the Google Analytics blog.
In May, we announced Google Attribution, a new free product to help marketers measure the impact of their marketing across devices and across channels. Advertisers participating in our early tests are seeing great results. Starting today, we’re expanding the Attribution beta to hundreds of advertisers.
We built Google Attribution to bring smarter performance measurement to all advertisers, and to solve the common problems with other attribution solutions.
Google Attribution is:
- Easy to setup and use: While some attribution solutions can take months to set up, Google Attribution can access the marketing data you need from tools like AdWords and Google Analytics with just a few clicks.
- Cross-device: Today’s marketers need measurement tools that don’t lose track of the customer journey when people switch between devices. Google Attribution uses Google’s device graph to measure the cross-device customer journey and deliver insights into cross-device behavior, all while protecting individual user privacy.
- Cross-channel: With your marketing spread out across so many channels (like search, display, and email), it can be difficult to determine how each channel is working and which ones are truly driving sales. Google Attribution brings together data across channels so you can get a more comprehensive view of your performance.
- Easy to take action: Attribution insights are only valuable if you can use them to improve your marketing. Integrations with tools like AdWords make it easy to update your bids or move budget between channels based on the new, more accurate performance data.
Results from Google Attribution beta customers
Last April, we shared that for AdWords advertisers, data-driven attribution typically delivers more conversions at a similar cost-per-conversion than last-click attribution. This shows that data-driven attribution is a better way to measure and optimize the performance of search and shopping ads.
Today we’re pleased to share that early results from Google Attribution beta customers show that data-driven attribution helps marketers improve their performance across channels.
HelloFresh, a meal delivery service, grew conversions by 10% after adopting Google Attribution. By using data-driven attribution to measure across channels like search, display, and email, Google Attribution gives HelloFresh a more accurate measurement of the number of conversions each channel is driving. And because Google Attribution is integrated with AdWords, HelloFresh can easily use this more accurate conversion data to optimize their bidding.
“With Google Attribution, we have been able to automatically integrate cross-channel bidding throughout our AdWords search campaigns. This has resulted in a seamless change in optimization mindset as we are now able to see keyword and query performance more holistically rather than inadvertently focusing on only last-click events.
– Karl Villanueva Head of Paid Search & Display, HelloFresh
Pixers, an online marketplace, is also seeing positive results including increased conversions. Google Attribution allows Pixers to more confidently evaluate the performance of their AdWords campaigns and adopt new features that improve performance.
“By using Google Attribution data we have finally eliminated guesswork from evaluating the performance of campaigns we’re running, including shopping and re-marketing. The integration with AdWords also enabled us to gradually roll-out smart bidding strategies across increasing number of campaigns. The results have significantly exceeded expectations as we managed to cut the CPA while obtaining larger conversion volumes.” – Arkadiusz Kuna, SEM & Remarketing Manager at Pixers
Google Attribution can also help brands get a better understanding of their customer’s path to purchase. eDreams ODIGEO, an online travel company, knows that people don’t usually book flights or hotels after a single interaction with their brand. It often requires multiple interactions with each touchpoint having a different impact.
“Some channels open the customer journey and bring new customers, whereas other channels are finishers and contribute to close the sales. Google Attribution is helping us to understand the added value of each interaction. It enhances of our ability to have a holistic view of how different marketing activities contribute to success.”
– Manuel Bruscas, Director of Marketing Analytics & Insights, eDreams ODIGEO
In the coming months we’ll invite more advertisers to use Google Attribution. If you’re interested in receiving a notification when the product is available for you, please sign up here.
Don’t forget, even before adopting Google Attribution, you can get started with smarter measurement for your AdWords campaigns. With attribution in AdWords you can move from last-click to a better attribution model, like data-driven attribution, that allows you to more accurately measure and optimize search and shopping ads.
Posted by Bill Kee, Group Product Manager, Measurement and Attribution
Measurement is foundational to digital marketing. Heading into the holidays, it’s more important than ever to make sure all of your online sales, reservations and leads are measured accurately. To that end, we wanted to bring an important update to your attention: The recent introduction of Intelligent Tracking Prevention affects conversion measurement on Safari. It’s important to update your website tags as soon as possible so that you see all of your conversions from Safari. This is in line with Apple’s recommendations for ad attribution. Without updating your tags, it will be difficult to measure the efficacy of your marketing campaigns.
Site-wide tagging preserves your visibility
There are multiple ways to measure the performance of your online advertising. The best options rely on site-wide tagging — tagging that’s applied to every page on your site. Applying the tag to every page of your site keeps your measurement updated and helps to measure conversions more accurately, including in Safari’s ITP environment. This article includes all of the necessary steps to properly tag your site.
Here are three different options when it comes to measuring conversions:
Option 1: Install the global site tag (gtag.js) on your entire site
We’ve introduced updated conversion tagging via the new AdWords experience: Our new global site tag (gtag.js) will now serve as the single tag for both AdWords and Google Analytics, with support for DoubleClick products coming soon. By setting it on every page of your site, and placing event tags on your active conversion pages, the global site tag will send conversion data whenever event calls are made.
- Access the global site tag in the Conversions section of AdWords and install it on every page of your site.
- Place event calls on each of your active conversion pages following the instructions in AdWords.
For step-by-step instructions, check out this Help Center article.
Option 2: Link your Google Analytics and AdWords accounts
Consider this approach if you’re already using Google Analytics to measure your website engagement. Once you link your Google Analytics and AdWords accounts and meet some requirements, your conversions will be measured more accurately. This is true whether you’re using the analytics.js tag or the new global site tag, gtag.js, for Google Analytics tagging.
Option 3: Use Google Tag Manager
For customers who are already using Google Tag Manager, there’s no need to make any changes to your page — simply add the conversion linker tag in the Tag Manager interface, and set it to fire on all pages.
If you’re not yet using Google Tag Manager, you can get started with the global site tag (Option 1 above) and then easily upgrade to Tag Manager in the future.
If you’re using a non-Google tool for website measurement, check with your vendor to make sure your solution allows you to measure conversions in Safari’s ITP environment.
Head over to the Help Center for more information about site-wide tagging and conversion measurement. Finally, if you use DoubleClick Search, an update for the floodlight tag will be available in November.
Posted by Wilfred Yeung, Product Manager for Bidding and Conversions
When we first announced the rollout of the new AdWords experience, our goal was simple: to introduce a faster and more intuitive AdWords that’s focused on helping you reach your business goals. Starting today, the new AdWords experience is available to all advertisers.
Get more done, faster
First, you’ll notice that your account pages load faster—on average, 20% faster—so you can quickly get to the information you need and get on with your day.
We’ve removed the clutter and made navigation a breeze so you can do more in less time, like adding multiple ad extensions to your campaigns in a single step. Customers like iProspect North tell us that the new design and layout saves them 30% more time on average when completing everyday tasks.
Finally, easy access to key insights about your customers, like visualizations of the days and hours they’re most engaged with your business, help you take immediate action to drive better results.
Innovations to help you reach your goals
Whether it’s driving more valuable calls to your business or improving your mobile experience, you need tools that help you reach your unique business goals. Innovations like call bid adjustments and the “Landing pages” page were built exclusively for the new experience to do just that—with many more to come.
The faster AdWords in action
From a U.K. agency helping their client surpass its goals, to a small juicing business tripling its growth—we’re inspired by the stories we hear from businesses around the world, large and small. See some of these inspiring stories:
To get familiar with the new experience, take the guided tour.
To find what you need, our how to videos are here to help you navigate, and the AdWords Help Center has been updated with all the latest features. You can also check out the Best Practices guide for recommendations and tips on how to make the most of the new experience. And we encourage you to leave feedback by clicking on the help icon in the top right corner of your account.
We look forward to hearing your feedback about how Google can continue building a better AdWords for your business.
Posted by Jerry Dischler, Vice President of Product Management, AdWords
This year, around 90% of global sales will happen in a physical store.1 To bring more shoppers through the door, businesses need tools to efficiently reach nearby consumers and measure their campaign performance across channels. That’s why we introduced store visits measurement back in 2014. Since then, businesses around the world have measured over 7 billion store visits in AdWords.
Unlock offline results with YouTube
As we shared at Shoptalk Europe today, location extensions and store visits measurement are now available on YouTube. With YouTube’s first-ever ad extensions for TrueView in-stream and bumper ads, you can influence viewers to engage with your brand offline and drive more visits and in-store purchases. People watching your videos will see your address, directions and business hours—right in the ad. You can then use store visits measurement to see how your video campaigns drive foot traffic and measure their performance against other online and traditional marketing channels, like television, print and radio ads.
Says Darrin Kellaris, Executive Director, Marketing at IHOP, “Video has been an integral part of our digital strategy to optimize guest interactions online with relevant and distinctive content. We were happy to partner with Google to find new ways to measure the full value of our video campaigns. Through Google’s store visits solution, we gained useful consumer insights that helped us drive visits from YouTube for less than $1 per guest. Insights like this have given us an innovative way to measure business impact beyond standard brand metrics and to understand how video helps drive lower-funnel actions. This is something we’d like to see become more prevalent across all media partners.”
Jerome’s Furniture has included store visits in their Search measurement and optimization since 2015. It is now using location extensions and store visits for YouTube to drive more customers into stores and understand offline performance across channels. “YouTube has proven to send qualified visits to our stores at a very efficient cost. The visibility into YouTube’s impact on store visits has opened our eyes and our investment in YouTube advertising has risen dramatically,” says Scott Perry, Senior Vice President of Digital Marketing.
Elgiganten, a Swedish electronics retailer, turned to video to help drive its omnichannel marketing strategy. After the first half of 2017, the company found that its video campaigns brought 6-10% of users who viewed its ad on YouTube to its stores. Overall, the brand has seen an 8.8% increase in its sales, and learned that its mobile search traffic delivers a 21% higher return on ad spend on mobile phones versus desktop. “With store visits we are able to turn consumer insights into actions,” says Niko Niva, Digital Specialist at Elgiganten. “We can see which products are more likely to drive people to the store rather than buying online, and how people who are close to a retail location and using a mobile device are more likely to visit the store.”
Engage local consumers on sites and apps across the GDN
Earlier this year, we fully rolled out location extensions and store visits measurement to campaigns on the Google Display Network (GDN). Now, you can reach more nearby customers when they’re ready to buy and get a better understanding of your offline performance across channels. Advertisers large and small across industries have seen success using display ads to drive customers to their physical businesses—even those who usually depend on traditional offline campaigns, like catalog and circular ads.
Lawson, a convenience store chain with nearly 15,000 stores globally, was the first advertiser in Japan to use store visits to measure the full value of its display ads. Historically, the company focused most of its advertising on offline campaigns. After testing store visits for Display, the brand learned that mobile ads were more effective and cost-efficient at driving foot traffic to their stores, saving them 45% more in costs per visit compared to desktop and tablet ads. Says Kazuya Nobe, Vice Chief Marketing Officer, “Understanding how effective our mobile display ads are and the profiles of the customers visiting our stores after seeing our online ads is a huge step forward for our business. This helps us better cater to customer needs and optimize our marketing ROI.”
The Home Depot Canada, Canada’s leading home improvement retailer, used store visits insights to learn that 18% of people who clicked on its display ads visited a store within 30 days. It also discovered that 50% of these customers made an average in-store purchase of $65 Canadian dollars. “This is valuable data, and we look forward to relying on store visits insights like this to help us keep driving our online to offline marketing strategy,” says Matthew Gangnier, Manager, Digital Media & Content.
In the coming weeks, we’ll also begin introducing more local ad formats powered by location extensions to help people find the products they’re interested in at nearby businesses. To start, we’ll be rolling out affiliate location extensions for display ads, which allow manufacturing brands to show which retail chains sell their products.
If you’re focused on engaging omni-channel customers, you can now use location extensions and store visits measurement across Video, Display, Search and Shopping to drive more visitors to your business offline.
Posted by Brad Bender, Vice President of Display and Video Advertising
1. eMarketer, “Worldwide Retail and Ecommerce Sales: eMarketer’s Estimates for 2016–2021,” July 2017
We recently announced that we’ll be moving all AdWords app install campaigns to Universal App Campaigns (UAC). Starting on October 16th, all new app install campaigns created in AdWords will run on UAC. Existing Search, Display and YouTube app promo campaigns will stop running on November 15th, so it’s important to start upgrading to UAC as soon as possible.
Check out our UAC best practices for more tips on creatives, bidding strategies and conversion tracking options.
How UAC helps you find the customers that matter most
UAC uses Google’s unique machine learning technology to help find your “star” customers based on business goals you define like signing up for a free trial or even making a purchase — across Google’s largest properties like Google Search, Google Play, YouTube and the millions of sites and apps in the Display Network.
Advertisers across the world and in different industries have found more of their best customers with UAC. Here are some of their stories.
Maven is a new car-sharing service from General Motors (GM) that lets customers rent GM cars through the company’s app. “We’re always looking to grow the Maven user base with drivers who love great cars and convenient technology. UAC helps us find this unique, engaged audience across the scale of Google. UAC for Actions helped us increase month-over-month registrations in the Maven app by 41%,” says Megan Stooke, CMO of Maven.
STARZ is the second largest premium content provider in the U.S. that features movies and original TV series. Alison Hoffman, Chief Marketing Officer, says “A new slate of STARZ customers now use our mobile app to watch their favorite shows and movies. STARZ partnered with Google to support the new seasons of our hit series Power and Outlander. (We) used Universal App Campaigns to drive potential fans to sign up for the STARZ mobile app … Universal App Campaigns helped STARZ nearly double the number of fans found through Google.”
Viber is a free messaging and calling app owned by Japanese online retailer Rakuten Inc. Viber’s growth team used UAC for Actions to acquire users with a 21% higher retention rate. “Using Universal App Campaigns with action optimization helped us acquire more high quality users with better budget utilization. It allowed us to directly optimize our campaign for our business goal, which is to acquire loyal users,” says Moshi Blum, Head of User Acquisition.
Looking for more balance and mindfulness? Then the personalized meditation training and guidance in the Headspace app may be for you. Universal App Campaigns makes it easier for Headspace to improve the health and happiness of the world. According to Head of Growth, Robert Lamvik, “Headspace has a small, yet ambitious team, so we partnered with Google and use UAC to create more scalable campaign activity that brings us higher quality users. What’s great is that UAC finds people likely to take the actions we care about — like starting a meditation session or subscribing.”
Read our best practices guide to learn more about how to get the most from your Universal App Campaigns.
Posted by Sissie Hsiao, Director of Product Management, Mobile Advertising