(435) 554-8828

Pay Per Click News

Google I/O: New Ways to Put Customers at the Center of Your Apps and Payments

I/O is a magical time at Google. Every year, thousands of developers gather in Google’s backyard to share new product ideas and learn about our latest innovations in computing.

We’re meeting at an exciting time for the developer community. It’s a time when consumers have more choices than ever before—like where to shop, what to watch, which games to play and how to communicate with friends and family. Your product needs to stand out. You need tools to help your business grow. And you need to make sure your users are happy.

We think we can help.

This afternoon, my team and I will share 3 new innovations for developers to make it easy for users to pay for your services, build profitable businesses and grow your user base. Check out our live stream here.

Enabling users to pay with Google

Starting today, our suite of payment solutions will be expanding. The Google Payment API enables merchants and developers to turbocharge checkout conversion by offering your users an easy way to pay with credit and debit cards saved to their Google Account. Users will have multiple Google payment options at their fingertips, like a credit or a debit card previously saved via Android Pay, a payment card used to transact on the Play Store or a form of payment stored via Chrome. And they’ll be able to use these saved payment options in third-party apps and mobile sites, as well as on Google Assistant when they are on-the-go.

Paying with Google for Panera Bread on Google Assistant

For users, this means faster checkout. Now they’ll never miss a deal because they’re stuck on a bus and don’t want to pull out their credit card in front of strangers. They’ll no longer experience the pain of stumbling on a sale that ends at midnight when they’re tucked in bed with their credit card out of reach. Users can save time and headache by using credit and debit cards they’ve already saved to their Google Account whenever they see the option to pay with Google on supported apps or sites.

For developers, this API is a significant innovation that can enable faster checkout, drive more conversions, increase sales and reduce abandoned carts—all with a simple integration. Learn more about our Google Payment API here.

Earn more from your apps with the brand new AdMob

People turn to their mobile devices throughout the day to shop, communicate and stay entertained. For developers, in-app purchases are one way to monetize. Ads are another way.

AdMob was built to support the app ecosystem. With over 1 million apps across iOS and Android, AdMob has paid over $3.5 billion in ads revenue to developers. But there’s more we can do to help you succeed.

Today, we’re introducing a completely redesigned AdMob. Rebuilt from the ground up, AdMob is now simpler to use and delivers richer insights about your users’ in-app experiences.

Simpler to use: We’ve applied Material Design to all aspects of the AdMob look and feel to deliver an easy-to-use and intuitive experience across the entire platform—on mobile and desktop. You’ll get more done in less time. Below you can see how easy it is to pick an app that you’re monitoring, check out its key metrics and then quickly take action to fine-tune its performance.  

Redesigned AdMob experience

Deeper insights: We’ve also integrated Google Analytics for Firebase into the core of the redesigned AdMob so you have quick access to the metrics that matter most for your business. Once you link your AdMob and Firebase accounts, you’ll have access to detailed ad revenue data and user insights like time spent in the app and in-app purchases—all in one place.

Google Analytics for Firebase dashboard in AdMob

Know your user, find your user with Universal App Campaigns

Earning money from your app is one piece of the puzzle. You also need to think about how to grow your user base.

Google’s app ad innovations have delivered over 5 billion installs from ads and we are now helping developers drive over 3 billion in-app events per quarter—like users adding something to their cart or reaching level 3 of a game. Developers have gravitated toward Universal App Campaigns (UAC) as the “one stop shop” campaign type that scales your reach and maximizes app installs across Google’s largest properties: Google Play, Search, YouTube, Gmail and the Display Network. UAC uses Google’s machine learning technology to evaluate numerous signals in real time, refining each ad to help you reach your most engaged users. We’re continuing to double down on UAC, with all new innovations being built into UAC to make app promotion even more effective.

Engage users in key moments of discovery with new UAC placements in Google Play
Android reaches more than 2 billion active devices every month, with Google Play available in 190+ countries around the world. It’s the place users come to discover new apps and games. Beyond searching for apps to try, users are increasingly browsing the Play store and finding recommendations for new apps.    

To help those users discover more of your apps, we are introducing new ad placements on the home and app listing pages in the Google Play Store. These new placements, available exclusively through UAC, help you reach users in “discovery mode” as they swipe, tap and scroll in search of their next favorite app.   

New ad placements reach users browsing in Google Play

Discover more of your best users with new bidding options in UAC
Some users are more valuable to your business than others, like the players who level-up in your game or the loyal travelers who book several flights a month. That’s why we’re expanding Smart Bidding strategies in UAC to help you acquire more of these high-value users. Using Smart Bidding, you can tailor bids for your unique business goals – target cost per acquisition (tCPA) or target return on ad spend (tROAS). UAC delivers the right users based on your objectives: installs, events and, coming soon, value. This update starts rolling out to iOS and Android developers and advertisers in the coming months. 

Introducing App Attribution Partners, a new measurement program
Many developers rely on third-party measurement providers to measure the impact of ads and gain valuable insights about how users engage with your app. To help you take action on these insights in a faster and more seamless way, we are introducing App Attribution Partners, a new program designed to integrate data from 7 global companies right into AdWords. 

Welcome to adjust, Adways, AppsFlyer, Apsalar, CyberZ, Kochava and TUNE… we’re thrilled to have them on board! 

AdWords’ integration with these partners ensures that you have consistent, reliable and more granular data where you review app metrics. Now you can take action with confidence and stay on top of your business performance.

As consumers live more of their lives online, it’s increasingly important for developers to build user-centric experiences in everything that you do—from the apps you design, to the experiences you deliver, to the ways you help people transact. We know it’s not always easy, so Google is here to help. We look forward to continuing on this journey with you.

Posted by Sridhar Ramaswamy, Senior Vice President, Ads and Commerce

Gain deeper insights with improved Quality Score reporting

Effective ads connect people with the content that’s most relevant to them, right when they’re looking for it. In AdWords, you can assess how relevant your keywords, ads, and landing pages are by evaluating Quality Score and its components: expected clickthrough rate, ad relevance and landing page experience. Starting this week, we’re rolling out several improvements to Quality Score reporting that make it easier for you to get more visibility into these scores.

New status columns for Quality Score

We’ve heard from you that the three Quality Score components available today through the keyword status bubble are super helpful. However, you need a way to review them at scale and easily share them. To save you time and help you make more informed decisions, we’re adding three new optional status columns to the Keywords tab for “Exp. CTR,” “Ad Relevance” and “Landing Page Exper.” Simply add these columns to your keyword reports to get a comprehensive snapshot of your keywords’ current scores.

History lessons in keyword quality

To improve campaign performance, it’s important to understand how changes to your account, like ad optimization, impact Quality Score. Starting today, you can view historical Quality Score, and its components, for all of your keywords to understand how they’ve changed over time. This data will be available via four new columns: “Qual. Score (hist.),” “Landing page exper. (hist.),” “Ad relevance (hist.)” and “Exp. CTR (hist.).”

7 new columns for QS components are now available in keyword reporting

There are two important things to know about these columns:

  1. They reflect the last known score for the date range you selected. Note that historical data won’t be available for dates earlier than January 22, 2016.
  2. If you apply the “Day” segment to your Keyword reports, these columns will show daily values that reflect what your scores were at the end of each day.
Updated Keyword report with historical Quality Score segmented by day

To help you understand what this looks like, let’s take a look at the example report above, which is segmented by day. Let’s say it’s Feb. 10 and you want to see what the Quality Score was for your keyword “Oranges” from Feb. 3 to Feb. 8.

  • First, notice the current Quality Score in the “Qual. Score” column, 3/10. This column will always show the current Quality Score, regardless of the date you’re reporting on.
  • Next, you’ll see the new “Quality Scores (hist.)” column shows the last known Quality Score for the reporting period, 4/10, as well as the historical score for each day within that period.
  • When there aren’t enough impressions or clicks to accurately determine a keyword’s Quality Score, like on Feb. 7 and Feb. 8, you’ll see a null Quality Score (“—”).

Learn more

These new Quality Score columns are also available at the manager account level. For Quality Score tips and best practices, read our guide to ad quality or visit the AdWords Help Center.

Posted by Jon Diorio, Group Product Manager, Search Ads

Find your next customer with new audience solutions for Search and Shopping

Remarketing lists for search ads (RLSA) help you reconnect with people who’ve been to your website before, but engaging both new and loyal customers is just as important to your business. Starting today, we’re rolling out similar audiences for Search and Shopping along with Customer Match for Shopping to help you use your own data to reach the right customer with the right message.

Find similar customers

Similar audiences helps you find people who share similar interests with your best customers, right when they’re searching for products and services like yours. This makes it easy for you to expand your reach by connecting you with more people who want what you have to offer.

Imagine you’re marketing a hotel in Hawaii using RLSA, and you want to connect with summer travelers. The people in your “Recent Converters” list might be searching for things like ‘flights to Maui,’ ‘scuba classes,’ and ‘flip-flop sandals.’ Powered by Google’s machine learning, similar audiences uses these search trends to help you find people who are looking for the same things as your existing customers, even if they’re not on your remarketing lists.

By connecting you with more qualified customers, similar audiences can help unlock new opportunities to grow your business. For example, you may discover generic terms work better with a similar audience applied to them. You can also use it as a bid modifier to be more competitive in a crowded auction, tailoring your bids to reach people who are more likely to buy.

Fiat Chrysler Automobiles, a leading global auto company, used similar audiences for Search to increase conversions by 22%.

“Similar audiences for search has helped us reach auto shoppers more efficiently while improving our ability to connect with them in critical moments throughout their purchase journeys. In less than two months, similar audiences for search delivered an 11% increase in clickthrough rate and 22% more conversions across our test campaigns.” – Amy McNeil, Head of Digital Marketing at Fiat Chrysler Automobiles US
John Deere, a leader in farming machinery, used similar audiences for Search to drive a 300% increase in clickthrough rate.

“We’ve been really pleased with the outcome of similar audiences for search after witnessing a 300% increase in clickthrough rate and a 31% increase in conversion volume. It’s been a huge help in reaching brand new consumers throughout the research and purchase process.” – Jennifer Cox, Agriculture & Turf Segment Manager, Property Care at John Deere 
And video game retailer GameStop used similar audiences for Shopping to find customers who were 30% more likely to buy.

“Similar Audiences helped us find new customers who are just as enthusiastic as the gamers who regularly visit our site. Since using Similar Audiences with our shopping ads, we’ve seen a 30% increase in conversion rate.” – Matthew Gordon, Multi-Channel Acquisition Manager at GameStop

You’ll now see Search list size estimates for your similar audiences, letting you know how many people they can reach. These audiences can be applied to both your Search and Shopping campaigns. Learn more about similar audiences.


Customer Match available for Shopping campaigns

Start connecting with your most valuable customers as they shop on Google.com with Customer Match for Shopping campaigns, rolling out globally. By using your email lists, Customer Match makes it easy for you to focus Shopping campaigns on your high-value customers–like previous purchasers, newsletter subscribers, rewards members and in-store shoppers.

Let’s say that you manage marketing for an online apparel retailer, and you’re interested in connecting with your rewards members. To make it easy for you to reach these customers when they’re shopping, you can now use your “Rewards Members” customer email list to show them relevant Shopping ads featuring your latest spring styles.

ULTA Beauty, a premier beauty retailer, used Customer Match for Shopping to improve engagement with online shoppers.

“We were excited for the chance to re-engage with our loyalty members on the web by highlighting top sellers from the wide range of brands we carry. With Customer Match for Shopping, we could connect with our high-value email list subscribers, resulting in a higher clickthrough and conversion rate with these shoppers.” – Dominic Manna, Senior Manager of Digital Marketing at ULTA Beauty

Posted by Cedric Dupont, Group Product Manager, AdWords

Say It in Six: Why marketers and creatives are embracing the newest video ad length

Have you heard the good news about YouTube’s six-second bumper ads? These little wonders have swept the globe for three simple reasons: they provide wide reach, they drive brand results and they’re a great canvas for creativity.

And we’re ready to mark the one year anniversary of bumpers by giving them their star turn – for the 2017-2018 upfront season, we’re making bumpers available for Google Preferred buys. This format is a perfect match to the sought-after content included in Google Preferred and will help advertisers drive reach and build awareness during increasingly mobile viewing moments.

Let’s take a closer look at this little format that could, built to capture attention wherever and whenever it’s available.

Bumpers drive efficient reach
Sold on a simple CPM, bumpers aren’t just an easy way to get your brand in front of a lot of people – they also effectively drive upper funnel results. We looked across 122 bumpers campaigns in the US last year and found that 70% drove a significant lift in brand awareness, with an average lift of 9%.1 On ad recall, they perform even better – over 9 in 10 drove ad recall globally, with an average lift of over 30%.2 Given their high success rate and ease of use, bumpers can be a great building block for your YouTube campaigns.

Bumpers work for brands
Thanks to their efficiency and efficacy, many brands are weaving bumpers into their campaigns. For instance, Busch used bumpers to continue the story from their first-ever Super Bowl ad. Busch worked with their creative agency Deutsch to collect extra footage from their Super Bowl shoot and create bumpers with different themes. This approach resulted in a double-digit lift in both purchase consideration and brand awareness among viewers. Knowing how well its bumpers performed across various brand lift metrics, Busch was also able to optimize its campaign in real-time, tailoring its creatives to audience segments most likely to consider buying the beer after seeing a particular ad. As Anheuser-Busch’s Senior Director, Digital Victoria Vaynberg points out, “Capturing consumers’ attention is always a challenge, so short and contextually-relevant content is key to getting over this hurdle. By using YouTube bumpers, we were able to tap into a great product that is built to address this challenge and successfully break through with consumers.”

Under Armour also turned to bumpers for a recent product launch. They took a strategic hybrid approach for advertising on YouTube, leading with a TrueView ad, which helped to engage the audience through an emotional narrative, followed by bumpers that highlighted the innovation of the new product.

“Under Armour is committed to making all athletes better through performance and innovation, while inspiring the next generation of athletes with powerful storytelling,” said Jim Mollica, Vice President of Consumer Engagement at Under Armour. “Our forward-thinking strategy guided our athletes through a unique engagement funnel, which was evidenced by double the lift in product interest among people who saw our YouTube bumper ad and our TrueView ad combined, compared to those who only saw our TrueView ad.”

We’ve also seen strong results in third party studies when using a comparable approach to Under Armour’s – using bumpers to remarket to TrueView views produced a significantly higher lift in ad recall vs TrueView alone, with an average higher lift of 42% for the skipped views and 104% for the paid views.3 We’re excited to see other brands follow a similar playbook, orchestrating their storytelling across ad lengths to maximize results.”

Bumpers offer a great canvas for creativity
It’s no surprise that some of bumpers’ earliest fans have come from the creative community. Part of the reason bumpers are such a fertile format for storytelling is that creativity thrives in constraint. At SXSW, we challenged artists, filmmakers and agency creatives to re-imagine classic works of literature in six seconds – effectively re-telling these stories in miniature. The results were by turns evocative, funny, poignant and beautiful, and they showed that six seconds is a natural and adaptable ad length. For more insights into how to build bumpers that work, check out our new article “Success in Six” on Think with Google.

For more information on bumpers, including how to set up a campaign, check out the Help Center and don’t forget to #bumpitup.

Posted by
Zach Lupei, Product Manager
Jim Habig, Product Marketing Manager



1. Google Bumper Ad Brand Lift Meta Analysis, 2016 [US]
2. Google Bumper Ad Brand Lift Meta Analysis, 2016 [Global]
3. Google/Eye Square Experiment 4 ads (n=4000 YouTube weekly users, 18-64 years old). March 2017, U.S.

Introducing Smart display campaigns

There are now over 3 million apps and websites on the Google Display Network (GDN), from popular news websites to the latest gaming apps. No matter what your customers are doing to stay informed or entertained across the GDN, it’s important to reach them with timely and relevant messages. In order to do that, you need to find the right customers, tailor your creative to them and set optimal bids.


Starting today, Smart display campaigns begin rolling out to all advertisers, letting you reach more customers easily on the GDN. Smart display campaigns use the power of Google’s machine learning to automatically:



Only Google provides automation like this at scale, helping you deliver richer experiences to consumers and better results for your brand. In fact, advertisers who use Smart display campaigns are seeing an average 20% increase in conversions at the same CPA,1 compared to their other display campaigns.


trivago, a hotel search platform, is using Smart display campaigns to help travelers around the world find hotel rooms that meet all their travel needs—like a room large enough for a family of four, one with hi-speed Wi-Fi for a business trip, or one with an ocean-front view for that well-deserved beach vacation. The travel brand provided:


  1. Creative assets: Headlines like “Find Great Hotel Deals,” descriptions of its hotel listings, beautiful images of destinations like Rome and London, and its logo
  2. Business goals: A target CPA and daily budget


AdWords did the rest—creating over 25,000 tailored ads and showing them to travelers shopping for hotel deals. For instance, people browsing a travel blog might see a message with trivago’s “Find Great Hotel Deals” headline and a breathtaking image of the Coliseum. With Smart display campaigns, trivago drove 36% more conversions at the same CPA, compared to its other similar display campaigns. The brand now uses Smart display campaigns across markets in Europe, Asia and North America.


Smart display campaigns automatically created over 25,000 versions of trivago’s ad
and showed them to people across 55 countries shopping for hotel deals


Credit Karma, a free credit and financial management website, used Smart display campaigns to get more signups and drove 37% more conversions at a similar CPA.2 “Smart display campaigns help our team save time, engage new customers and scale our marketing efficiently,” says Andrew Tam, Senior Director of Marketing at Credit Karma.




Hulu Japan, a subscription video service, turned to Smart display campaigns to reach new subscribers and drove a 37% higher conversion rate.3 “Smart display campaigns make it simple to set up and manage our campaigns using the power of automation. They’re a really effective way to promote our service to prospective customers,” says Mue Hasegawa, Online Communication Senior Manager of Hulu Japan.



Learn more about setting up your first Smart display campaign in the AdWords Help Center.


Posted by David Margines, Product Manager, AdWords


1 Google internal data
2 Based on initial launch in 2016
3 Compared to other similar display campaigns

Data-driven attribution delivers better results than last-click

There are more moments throughout the day for businesses to connect with consumers than ever before. It’s critical for marketers to know which moments matter, and which ones don’t.



The search process doesn’t start and end with “buy the exact product I already know I want.” People tend to click on multiple ads before converting. This process makes it challenging to assign the proper credit where it’s due. Last-click attribution, the default choice in AdWords, ignores everything except for the final, “buy the exact product I already know I want” ad click.



As marketers, it’s crucial to understand which of your clicks are the most impactful, whether or not they’re the last click before a conversion.



Data-driven attribution (DDA) uses Google’s machine learning technology to determine how much credit to assign to each click in the user journey. With DDA, you can understand how much credit should be assigned to the click on an ad for “features for product I think I want.” Even though it doesn’t convert immediately, you might see that people who click on that ad are much more likely to become customers later on.



DDA was introduced to AdWords back in May 2016, and since then, we’ve been studying how it affects performance. A recent analysis of hundreds of advertisers using DDA revealed that performance improved when compared to last-click attribution:



When compared to last-click attribution, DDA typically delivers more conversions at a similar cost-per-conversion



For Search, data-driven is now the recommended model for all eligible advertisers. It is a better way to measure and optimize performance.



How data-driven attribution works



DDA is different from rules-based attribution models. It uses your account’s conversion data to calculate the actual contribution of each search ad click along the conversion path. By comparing the paths of customers who convert to those who don’t, DDA determines what truly matters for each conversion path.



As long as your account has enough clicks and conversions, you’re eligible for DDA. We automatically train a model that’s unique to each of your conversion types. The model observes what your customers do before converting, and what they do when they don’t convert, to measure what’s important. Using Google’s machine learning, the models continue to improve over time. Read more about DDA.



The benefits of knowing which clicks matter



Here’s how DDA has already created value for other companies:




Select Home Warranty, which provides warranties to homeowners for household repair projects in the United States, saw a 36% increase in leads and a 20% decrease in cost-per-conversion after making the change to DDA.



“Switching to a data-driven attribution model unlocked growth for our business because it allowed us to give proper credit on mobile devices and non-brand keywords, resulting in a significant increase in overall conversions.” – Joseph Shrem, Founder, Select Home Warranty





Medpex is one of the largest mail-order pharmacies in Germany. Using Smart Bidding  and data-driven attribution, they drove 29% more conversions while reducing cost-per-conversion by 28%.



“An algorithm is better equipped than any manual optimization to react to dynamic changes such as price changes of competitors or delivery bottlenecks.” – Frank Müller, Chief Marketing Officer, medpex





H.I.S., a travel agency with global presence in over one hundred cities worldwide, combined DDA with Smart Bidding and Dynamic Search Ads to grow conversions by 62% at a constant cost-per-conversion.



“Data-driven attribution helped us to acquire new users because we could strengthen our approach to users in the consideration phase.” – Ryoko Kume, Customer Communications, WEB Promotion , H.I.S. Head Office WEB Division


Updating your model



Making this change is straightforward. When you change your conversion action settings, use the dropdown in the Attribution Model section to select Data-driven as your attribution model:



DDA Picker.gif



Going forward, your “Conversions” column in AdWords will report your conversions based on the new DDA model. Smart Bidding will automatically adjust to this new way of measuring conversions. If you’re bidding manually, use the “current model” columns to make the initial set of adjustments. You can find these under the set of attribution columns.



Making the most of DDA



Updating your “Conversions” column is a big step, but there are a couple of other steps to ensure that your account sees the most potential improvement:



  • Adjust bids considering your new DDA-based conversions. Once you’ve updated your attribution model, your “Conversions” columns will begin to populate with stats that reflect your choice. From there it’s easy: Optimize your bids to account for the numbers in those columns. The recommended approach is to adopt an AdWords Smart Bidding strategy, like Target CPA or Target ROAS. Historical performance for that model can be found in the “current model” columns, which you should use as you make initial bid changes.
  • Give DDA some time. Those multiple clicks in a user’s conversion path take some time to happen. Give users a chance to convert or make a purchase before evaluating results. Once your account has settled into the new method, allow a couple of weeks to pass where you gather results.
  • Re-evaluate keywords that tend to be earlier in the click path. Last-click attribution could have favored some keywords at the expense of others. Now that you’re doing a better job measuring what matters, you may find that some campaigns make a big difference in the user journey. That difference may not have been measured appropriately in the past.
  • Stop reviewing assisted conversion metrics. In the coming months, we’ll be removing columns that reference assisted conversions from your statistics tables and reports.



Watch this video for more information about getting started with data-driven attribution. For more detailed guidance, including the steps to follow to properly test a new attribution model, check out our best practices for going beyond last-click attribution.



DDA is recommended for all Search ads, and we’re dedicated to improving DDA elsewhere. You can also take action on DDA if you use DoubleClick Search. In addition, DDA is also available in Google Analytics 360 and Attribution 360. We’ll continue to invest in DDA to make it even better across platforms.



Posted by
Joan Arensman, Product Manager, AdWords Attribution

Wilfred Yeung, Senior Product Manager, Bidding

Would you like us to find the waste in YOUR Adwords account?

Your Adwords Account Reviewed By Our Experts

“Our experts will review every aspect of your Adwords campaign to find wasted spend and missed opportunities. Our fully Google accredited team has tested over 1.4 million ad clicks in the last year, so you can be sure that our analysis of your campaign will find your lost money.”

×