Pay Per Click News
Yesterday at SMX East in New York City, I shared new innovations to help local and omni-channel marketers drive more foot traffic to business locations. To help you succeed with these new innovations, we also updated our Best Practices guides with new recommendations to drive more offline sales with online ads, and to glean more actionable insights from your store visits data.
So how can you make your ads more useful for nearby shoppers? First, enhance them with location extensions — which are now available across Search, Display and YouTube — and point people to helpful information like your store hours and directions to your business. Or show them what’s in-stock at the nearest store using local inventory ads for your Shopping campaigns. As we announced yesterday, a new local ad for Display will also help you bring your traditional catalogs and circulars to life online, and spotlight in-store products and promotions in richer ways.
Next, it’s critical to get a holistic view of your conversions to measure the full impact of your ads across online and offline channels. Use store visits for eligible advertisers to understand how your digital campaigns drive in-store performance.
A recent study of over 140 advertisers globally showed that Google Search and Shopping ads drive a substantial number of incremental store visits across a wide range of verticals — these are visits that wouldn’t have happened if a user hadn’t engaged with a Google ad. They also influence more valuable purchase behavior once someone arrives at your store.
To give you better insight into omni-channel performance, impression-based store visits are coming soon for display advertisers so you can measure when consumers visit your store after seeing your ad, even if they don’t click through. New time lag, new vs. returning customers and demographic reporting will also help you understand where your store visits come from. Use these alongside distance and geographic reporting for store visits to make smarter decisions about location targeting and bidding around your stores.
Get more details on our latest innovations by watching the full keynote from SMX East or reading yesterday’s in-depth blog post. And don’t forget to check out our best practices on how to get more offline sales from your online ads.
Posted by Kishore Kanakamedala, Director of Product Management, Online-to-Offline Solutions
The end of 2017 is just around the corner, and for many marketers, the most important time of year is still to come: the holiday season. With mobile as their “anywhere” assistant, today’s researched-obsessed shoppers are more curious, demanding and impatient than ever before. Today, we’re introducing innovations to help you meet these rising consumer expectations and win more customers during the holidays and beyond.
Drive discovery of your brand and products
Consumers sometimes know exactly what they’re looking for, but over 40% of shopping-related searches on Google are still for broad, research-oriented terms like “women’s athletic clothing” or “living room furniture.”1 To help curious holiday shoppers discover your brand and product selection when they’re still in exploration mode, we’ve launched Showcase Shopping ads in the new AdWords experience, and made it available to more advertisers globally in 15 new countries. These ads let brands curate a collection of lifestyle images and products to help people explore and discover what they want to buy and who they want to buy from. Additionally, If you use DoubleClick Search, Kenshoo or Marin as your third party bid management system, you can also track and report on Showcase Shopping ads, as they are now supported.
We began testing Showcase Shopping Ads last year and found that shoppers who engage with them are more likely to consider your brand as they narrow down their search. On average, users search for a merchant’s brand terms twice as often after they’ve expanded that brand’s Showcase Shopping ad.2
Brands like Overstock.com are seeing the benefit: the team recently created 50+ Showcase Shopping ads and saw a 3x increase in brand searches and 32% more click-assisted conversions leading to a purchase compared to standard Shopping ads.
And to help you reach shoppers looking for just the right holiday outfits, we’re introducing a new apparel search experience which includes a visually-rich design alongside brand logos, and filters that let shoppers quickly narrow down options based on special sizing, price range and more. Additionally, “Similar looks” surfaces more recommendations based on a user’s previous clothing preferences.
Make it easy for shoppers to move between online and stores
While some consumers may get their holiday gifts shipped early, last-minute shoppers might need to head to a store to find the perfect present. To make it easier for them to find you, we’ll be launching local inventory on the Google Assistant so products from your local stores may be organically surfaced to users. By asking the Assistant, “Ok Google, where can I buy _____ nearby?” on Google Home or their phones, holiday shoppers can easily learn what’s available in a store around them. If you have a local product inventory feed, your products may begin automatically appearing in relevant results on the Assistant.
Marketers can also use promoted local experiences across Google to drive more foot traffic. Soon, we’ll be introducing a new local ad for Display so you can spotlight in-store products and promotions, much like you would with your print catalogs or circulars. Reach out to your Google account team to join this pilot and use the local inventory feed from your Shopping ads to get up and running quickly.
Drive incremental and higher-value store visits
With their smartphones in hand to do research, the customers walking through your doors are more ready to buy than ever before. For example, ‘shop with me’ videos are soaring in popularity, with watchtime growing over 10x in the past two years on mobile alone. Meanwhile, watchtime of ‘store tour’ videos on YouTube also grew by 10x in the same two years to help shoppers explore your store before they arrive.3
But as consumers move between channels, marketers often wonder which touchpoints and tactics are most impactful. To understand how Google Search and Shopping ads drive incremental store visits — ones that wouldn’t have happened if a user hadn’t engaged with a Google ad — we recently ran an in-depth study with over 140 advertisers globally, across a wide range of verticals. Here’s what we found:
Another study showed that people who click on a Google ad before visiting a store are over 25% more likely to buy something while they’re there and spend over 10% more, on average.4 Together, these studies help show the combined impact of investing in omni-channel marketing to drive a substantial number of new, incremental store visits and to influence higher-value purchases once someone gets to your store.
Get a deeper understanding of how your online ads connect people to stores
To help you capture the full offline impact of local ads and other formats on the Google Display Network, we’re enhancing store visits measurement for display advertisers. Impression-based store visits will become available in the coming months to give you a more comprehensive view of when seeing your display ad keeps your brand top-of-mind and drives users to take action later at a store, even when they don’t click through. Store visits are measured based on aggregated and anonymized data from users who opt in to activate Location History. This is done in a secure, privacy-safe way without sharing any personal location information.
Finally, after introducing distance and location reporting for store visits last year, we have three new reports to help you find more granular insights from your data:
- Time lag report (available now) – see how long it takes users to visit a store after clicking on your ad and understand how quickly they take action offline.
- New vs. returning customer report (coming soon) – understand how many of your store visits come from repeat customers.5 Together with the time lag report, this can help you gauge how your ads drive incremental visits.
- Demographic report (available now) – add store visits as a column to your existing demographic reports to see which groups are more likely to visit your locations.
For the holidays and beyond, we hope these new innovations will help you reach new customers and measure the impact to your business. Here’s to your best holiday season yet!
Posted by Jenn Liu, Director of Product Management, Google Shopping and Kishore Kanakamedala, Director of Product Management, Online-to-Offline Solutions
1. Google Data, anonymized, aggregated searches that trigger a Product Listing Ad, US, November, 2015
2. Google internal data, Global, May 2017. Time period is measured four hours post-click compared to four hours pre-click.
3. YouTube Data, US, Classification as Store Tour video was based on public data such as headlines, tags, etc., and may not account for every such video available on YouTube, January – June 2015 and 2017.
4. Google data, U.S., Median percent difference comparing in-store purchase-per-visit and spend value between merchants’ search ad click-attributed and unattributed subgroups, Oct-Nov 2016, Advertisers = 25
5. You can set the window for defining a “returning customer” up to six months. If a user returns to any business location in your linked Google My Business account within that time frame, they will be counted as a returning customer.
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