Pay Per Click News
Mobile has fundamentally changed how we live our lives. With our devices never more than an arm’s length away, people can find, watch or buy anything at anytime. That’s why earlier this year we shared that we’re developing a new, cloud-based measurement solution for YouTube, designed for a mobile world. Today, we’re announcing the beta for this solution, Ads Data Hub, to help advertisers get more detailed insights from their campaigns across screens while also protecting user privacy.
We are also announcing that Ads Data Hub is a solution not just for YouTube, but a tool that offers access to more data and helps unlock actionable insights across Google ad platforms, including the Google Display Network and DoubleClick. And with Ads Data Hub now in beta, we’re expanding who can use it.
Built on infrastructure from Google Cloud, including BigQuery, Ads Data Hub gives advertisers or their preferred measurement partners access to detailed, impression-level data about their media campaigns across devices in a secure, privacy-safe environment. Data from other sources, such as a CRM system or marketing database, can be incorporated as well. With this full view, advertisers or their partners can analyze the data and draw out insights specific to their business.
For example, if an e-commerce retailer wants to understand what the path to conversion looks like, they can bring additional online data about their customers into BigQuery, and Ads Data Hub will enable them to combine that data with their ads data so they can see what a typical journey is from first encountering a user until conversion.
Consistent with our commitment to privacy, no user-level data can be removed from the secure Cloud environment. Impression-level data is only accessible for the purposes of analysis and generating insights. In the future, advertisers will be able to act on the insights they get from Ads Data Hub and buy media with greater precision.
As an early alpha partner, Omnicom Media Group helped to define the solution and has seen significant value from both the amount of data available through Ads Data Hub and the broad set of analyses and custom queries that are possible.
“With the complexity of today’s consumer journeys, we are seeing that marketers are looking to solve harder business challenges than ever before. Through our partnership with Google and our use of Ads Data Hub, we will be able to answer a broader range of questions and expand our analytical services.” – Slavi Samardzija, Global CEO, Annalect, An Omnicom Media Group Company
With the shift to mobile, consumer behavior has changed for good. Marketers need tools to help them make sense of this new world, and Ads Data Hub is a key step forward.
Posted by Geoff Samek, Senior Product Manager, Ads Data and Privacy
This morning at Google Marketing Next, we shared the next generation of AdWords, DoubleClick and Google Analytics tools, each of them shaped by your feedback and built to help you work as productively and efficiently as possible.
Below is a round-up!
The new AdWords experience will be available to all advertisers by the end of the year
The new AdWords experience marks the most powerful change we’ve made to how advertisers visualize and manage their campaigns in over 15 years. The redesign makes AdWords significantly easier to use to help you reach your unique marketing goals and get things done.
Earlier this year, we previewed a few of the new tools and features in the new AdWords experience. This includes the new Overview page, which automatically surfaces relevant insights about your performance so you can take action more quickly.
Here are some other new things to check out:
Since rolling out the new AdWords experience, we’ve seen some inspiring results. We see that pages load much faster — on average, 20% faster. Customers like iProspect North also reported that the new design and layout saves them 30% more time when completing everyday tasks.
Starting today, we’re rolling out the new experience to millions of additional AdWords accounts and it will be available to all advertisers by the end of the year. Get started by reviewing our Best Practice guide.
Better together: Google Optimize and Google Surveys 360 integrate with AdWords
Your marketing workflows should be seamless and integrated, from managing media to optimizing your site and collecting performance insights. This allows you to easily apply learnings from one step to another and take action faster. With new integrations for Google Optimize and Google Surveys 360 with AdWords, you’ll be able to test landing pages and gain insights about your ads more efficiently.
Available globally to all advertisers at no cost, Optimize helps marketers test and deliver custom site experiences to improve performance. With the Optimize and AdWords integration, you can quickly and easily create new versions of your landing pages and then apply them to any combination of AdWords campaigns, ad groups, and keywords – no coding or webmaster required. For example, on a summer beachwear campaign, test whether a landing page that features an image of beachgoers performs better than one that showcases your latest swimsuit styles. Optimize will figure out which variation works best for your business and help you get more value from your AdWords campaigns.
Surveys 360 makes it easy for anyone to create a survey, find a specific audience sample across the web, and generate results in just a few days. With the Surveys 360 and AdWords integration, you can easily target surveys to people in your remarketing audiences to help you understand the “why” behind how consumers react to your marketing. For example, ask customers what they thought was the most compelling part of your ad. Or, if you want to know what customers thought of the landing pages you tested on your summer beachwear campaign, quickly launch a survey and ask site visitors what stood out to them on the page.
Smarter planning in DoubleClick Bid Manager
The programmatic revolution has focused on combining data, machine learning and automation to drive better performance. However, few of these benefits have carried over to the world of media planning. To help save you time and improve performance, we’re bringing the power of machine learning to campaign planning with a new workflow in DoubleClick Bid Manager.
Bid Manager uses machine learning to analyze your past campaigns and understand what’s performed well for you before. With these insights, it will recommend the right inventory and targeting to reach your audience based on your unique marketing goals. The result is an optimized media plan tailored to your business, which you can then tweak, approve and activate with one click.
“Planning in DoubleClick Bid Manager helps us find the right inventory and strategies in a matter of seconds. Now we can invest even more time in understanding our audience rather than how we should reach them.” – Louise Lévesque, Vice-President, Marketing & Sponsorship, National Bank of Canada
Unique Reach arrives for AdWords Display campaigns and DoubleClick
Once your ads are up and running, you want to know how many people are seeing them. Reach and frequency are hallmark metrics to measure the impact of display and video campaigns today. At the same time, you need to be thoughtful about how often you connect with a single user to avoid overloading them. 30% of people today use 5 or more devices1 – that means if you reach someone three times on each screen, you could be showing them fifteen ads!
We launched Unique Reach for YouTube in AdWords earlier this year and are soon expanding availability to Display campaigns in AdWords. We’re also bringing Unique Reach to DoubleClick for all your video and display ads, no matter where they run. Unique Reach helps you measure the number of unique users and average impressions-per-user you get from video and display ads. Metrics are de-duplicated across devices, campaigns, inventory and formats so you can see how many people you reached and how often you reach them.
We can’t wait to get these new tools into your hands to hear what you think and help you work faster and smarter. To get the full replay of new innovations at Google Marketing Next, watch the keynote here. Until next year!
Posted by Paul Muret, Vice President of Display, Video and Analytics
1. Google / TNS Connected Consumer Survey, US population 18+, n=1000, Q1 2016
The open source Accelerated Mobile Pages (AMP) Project launched 18 months ago to help make the web better with faster experiences. Since then, we’ve been expanding how we surface fast-loading AMP pages on Google Search — starting with the top stories carousel and extending to organic search listings.
Today we’re introducing two new ways to harness the speed of AMP to improve advertising performance. First, we’re launching a new AdWords beta that lets you use fast-loading AMP pages as the landing pages for your search ads. Second, we’re speeding up ads served across the Google Display Network by using the same technology that makes AMP pages so fast.
Improving campaign ROI with lightning-fast AMP landing pages
We’ve said before that the median page load time for an AMP page from Google Search is under one second. If that wasn’t already fast enough, last week we announced that these pages are now twice as fast. No wonder AMP has been so widely adopted – more than 2 billion AMP pages have been published from 900,000 domains. Advertisers like Johnson & Johnson, Toll Brothers and eBay have already seen increased engagement with their brand by directing people to AMP pages from organic search results.
The new AdWords beta brings the performance benefits of faster mobile pages to search campaigns. Now, when advertisers link their search ads to AMP landing pages, consumers will get the fast mobile web experiences they’ve come to expect from AMP pages on Google Search. If you’re interested in participating in the beta, sign up here.
“We understand the importance of speed in delivering effective advertising campaigns. That is why we’re incredibly excited to apply the speed of AMP to our paid campaigns in AdWords,” says Aaron Cocks, Online Marketing Optimization Manager at Toll Brothers
“Johnson & Johnson has seen great results in testing AMP with our product information pages. For specific pages, we’ve seen page speeds improve by 10x and engagement rates improve by 20%. J&J is looking forward to expanding our application of AMP,” says Paul Ortmayer, Head of Digital Analytics – EMEA, Johnson & Johnson
Ensuring display ads are seen with AMP
When ads load fast, people are more likely to see them. That means media budgets work more effectively and messaging strategies realize their full potential. Fast-loading ads also create better experiences for users.
To make ad experiences on the web a lot better and faster, the AMP Project launched The AMP Ads Initiative last year. The Initiative applies the technology powering fast-loading AMP pages to ads.
As of today, a significant number of ads shown on AMP pages across the Google Display Network are automatically converted and served in the new AMP ad format. We’ve found these ads load up to 5 seconds faster than regular ads even though the creative looks exactly the same. Ultimately, this ensures that your messages are actually seen by your intended audience and that the experience users have with your brand is seamless.
Speed matters. To meet the needs of today’s customers, you have to be fast. Bringing the speed and performance of AMP to advertising will help you deliver more effective campaigns that keep up with accelerating consumer expectations.
Posted by Jerry Dischler, Vice President, Product Management
A big theme you’ll hear about today is machine learning. This technology is critical to helping marketers analyze countless signals in real time and reach consumers with more useful ads at the right moments. Machine learning is also key to measuring the consumer journeys that now span multiple devices and channels across both the digital and physical worlds.
It’s a growing and important trend for marketers today, and will continue to shape how you build for success in the future.
Below is a sneak preview of a few of the announcements I’ll be making. There are many more that I can’t wait to share with you. Be sure to tune in at 9:00 a.m. PT/12:00 p.m. ET.
Hello Google Attribution, goodbye last-click
Today, we’re announcing Google Attribution, a new product to answer the question that has challenged marketers for ages, “Is my marketing working?” For the first time, Google Attribution makes it possible for every marketer to measure the impact of their marketing across devices and across channels — all in one place, and at no additional cost.
With today’s complex customer journey, your business might have a dozen interactions with a single person – across display, video, search, social, and on your site or app. And all these moments take place on multiple devices, making them even harder to measure.
Marketers have been trying to make attribution work for years, but existing solutions just don’t cut it. Most attribution tools:
- Are hard to set up
- Lose track of the customer journey when people move between devices
- Aren’t integrated with ad tools, making it difficult to take action
As a result, many marketers are stuck using last-click attribution, which misses the impact of most marketing touchpoints. With Google Attribution, we’ll help you understand how all of your marketing efforts work together and deliver the insights you need to make them work better.
Here’s how it works:
Integrations with AdWords, Google Analytics and DoubleClick Search make it easy to bring together data from all your marketing channels. The end result is a complete view of your performance.
Google Attribution also makes it easy to switch to data-driven attribution. Data-driven attribution uses machine learning to determine how much credit to assign to each step in the consumer journey — from the first time they engage with your brand for early research down to the final click before purchase. It analyzes your account’s unique conversion patterns, comparing the paths of customers who convert to those who don’t, so you get results that accurately represent your business.
Finally, you can take fast action to optimize your ads with Google Attribution because it integrates with ads tools like AdWords and DoubleClick Search. The results are immediately available for reporting, updating bids or moving budget between channels.
“Given today’s multi-device landscape, cross-channel measurement and attribution is indispensable for HelloFresh to have a 360º panorama of our customer journey and gives us the best data to make the best decisions.” – Karl Villanueva, Head of Paid Search & Display Google Attribution is now in beta and will roll out to more advertisers over the coming months.
Mobile-local innovations drive more consumers to stores
Mobile has blurred the line between the digital and physical worlds. While most purchases still happen in-store, people are increasingly turning to their smartphones to do research beforehand — especially on Google.com and Google Maps.
To help consumers decide where to go, marketers are using innovations like Promoted Places and local inventory ads to showcase special offers and what’s in-stock at nearby stores. Now, you can also make it easy for them to find a store from your YouTube video ads using location extensions.
We introduced store visits measurement back in 2014 to help marketers gain more insight about consumer journeys that start online and end in a store. In under three years, advertisers globally have measured over 5 billion store visits using AdWords.
Only Google has the advanced machine learning and mapping technology to help you accurately measure store visits at scale and use these insights to deliver better local ad experiences. Our recent upgrade to deep learning models enables us to train on larger data sets and measure more store visits in challenging scenarios with greater confidence. This includes visits that happen in multi-story malls or dense cities like Tokyo, Japan and São Paulo, Brazil where many business locations are situated close together. Store visits measurement is already available for Search, Shopping and Display campaigns. And soon this technology will be available for YouTube TrueView campaigns to help you measure the impact of video ads on foot traffic to your stores.
Still, measuring store visits is just one part of the equation. You also need insights into how your online ads drive sales for your business. You need to know: are my online ads ringing my cash register? In the coming months, we’ll be rolling out store sales measurement at the device and campaign levels. This will allow you to measure in-store revenue in addition to the store visits delivered by your Search and Shopping ads.
If you collect email information at the point of sale for your loyalty program, you can import store transactions directly into AdWords yourself or through a third-party data partner. And even if your business doesn’t have a large loyalty program, you can still measure store sales by taking advantage of Google’s third-party partnerships, which capture approximately 70% of credit and debit card transactions in the United States. There is no time-consuming setup or costly integrations required on your end. You also don’t need to share any customer information. After you opt in, we can automatically report on your store sales in AdWords.
Both solutions match transactions back to Google ads in a secure and privacy-safe way, and only report on aggregated and anonymized store sales to protect your customer data.
Virgin Holidays discovered that when it factors in store sales, its search campaigns generate double the profit compared to looking at online KPIs alone. A customer purchasing in-store after clicking on a search ad is also three times more profitable than an online conversion. Says James Libor, Performance Marketing and Technology Manager, “Store sales measurement gives us a more accurate view of the impact our digital investment has on in-store results, especially through mobile. This has empowered us to invest more budget in Search to better support this critical part of the consumer journey.”
Machine learning delivers more powerful audience insights to search ads
People are often searching with the intent to buy. That’s why we’re bringing in-market audiences to Search to help you reach users who are ready to purchase the products and services you offer. For example, if you’re a car dealership, you can increase your reach among users who have already searched for “SUVs with best gas mileage” and “spacious SUVs”. In-market audiences uses the power of machine learning to better understand purchase intent. It analyzes trillions of search queries and activity across millions of websites to help figure out when people are close to buying and surface ads that will be more relevant and interesting to them.
This is an important moment for marketers. The convergence of mobile, data and machine learning will unlock new opportunities for marketers — and I’m excited to be on this journey with all of you.
Please join us at 9:00 a.m. PT/12:00 p.m. ET to see the entire keynote at Google Marketing Next, and all the other innovations we’re planning to announce for ads, analytics and DoubleClick.
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.
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.
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.
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.
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