Google Optimize and Surveys 360 Join Forces with AdWords

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Meet two new ways to understand and better serve your customers 

Here’s good news for marketers: as you heard yesterday at Google Marketing Next both Optimize and Surveys 360 will soon be integrating with AdWords. The Surveys 360 integration is now live in the U.S. and Canada; the integration with Optimize will be available in the coming weeks.

Optimize is an A/B testing and personalization tool that makes it easy to see which changes to your web pages work best for your users and your business. Surveys 360 is a market research tool that helps enterprises gather fast, reliable insights from real people online and on mobile.

Why the new integrations? To make it easier than ever to understand and better serve your potential customers. Here’s some detail on both.

Better landing pages, better results 

Advertisers naturally spend a lot of time thinking about their ads. What gets people to click? Will the words “free shipping” sell more than “10% off”? AdWords has always made it easy to create many different ad campaigns to see which performs best. But the ad is only part of the experience.

The new integration between Optimize and AdWords makes it easier than ever to take the next step: to improve and personalize the landing pages those ads lead to. The integration gives marketers a fast way to create and test custom landing pages based on the keyword, ad group, or campaign associated with an ad – with no need to deal with destination URLs or messy query parameters.

It’s worth it. 90% of organizations that invest in personalized consumer experiences agree that they contribute significantly to more business profitability. 1

Suppose a hotel wants to improve its landing page for the keyword family friendly hotels. Using Optimize, the hotel can create and test a new variation of the landing page, one that features an image of a family enjoying themselves at the hotel pool, instead of a generic image of the hotel exterior. If the new page leads to more reservations, they’ve got a win. Then it’s easy to keep testing headlines and images that might also do well.

Target any combination of your AdWords account, campaign, ad group, and keywords directly in Optimize.

The AdWords integration will be available for both Optimize and Optimize 360 and will be available to start using in the coming weeks. If you haven’t tried Optimize, you can get started for free here.

Why not ask your customers? 

We all need faster insights these days. That’s one reason we added Surveys 360 to the Google Analytics 360 Suite last year. Surveys 360 lets you ask questions directly to a pool of 15 million real people as they browse the web or use their smartphone. The results arrive in days, or sometimes in just hours.

Now, what if you could combine that kind of speedy real-world feedback with the wealth of data that you already have in AdWords? Then you could understand both what users do and why they do it. 

That’s what we’re announcing today: remarketing lists published in AdWords are now available in Surveys 360 for surveys targeting. That means you can survey the users on your remarketing lists to find out what worked best for them (or didn’t).

Want to know why shoppers abandoned their shopping carts? Ask them! Curious about how many customers converted due to your new free shipping offer? Ask them!


Easily target your survey to remarketing audiences published in AdWords.

Then change your marketing message on the spot to match what you learn. If your survey shows that the words “family friendly” are what brought customers to your hotel, you can build new ad groups to take advantage of this information. (You might even use Optimize to test new landing pages with that phrase!)

Here’s an early report from the online shopping site Jet:

“Google Product Listing Ads (PLAs) have been an effective way for Jet.com to drive website traffic, but we needed to optimize for conversions. Surveys 360 connected us directly to our customers through remarketing audiences to determine which factors influence their purchase decisions most. The results were clear: customers care most about free, fast shipping and our free returns. We used this insight to revise our messaging in PLAs and across Jet.com which quickly improved performance.”
–Ben Babcock, Director of UX Research at Jet.com 

Getting started is easy: Just log into your Surveys 360 account with the same credentials used for your AdWords account. When you select “remarketing audience” for survey targeting, your AdWords remarketing lists will be automatically pulled into Surveys 360 and ready for use. Learn more.

All together now 

 These new integrations are one more way for Optimize and Surveys 360 users to make the most of their AdWords investments. We hope you’ll find them a fast and simple way to understand what works for your customers and give them more of what they want.

1Econsultancy and Google, Marketing and Measurement Survey, March 2017

May 24th 2017 AdWords

Making marketing easier with new tools for productivity

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This post originally appeared on the Inside AdWords blog.


Mobile continues to raise the bar for marketers – as consumers increasingly reach for their smartphones to get things done, they expect fast and frictionless assistance. And to help them in these moments with more useful and personalized ads, you need scalable, easy-to-use tools that allow you to manage your marketing in smarter ways.

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:

Campaign creation

                                   Build campaigns designed around your marketing goals




Performance estimates 

                                   
                                          View performance estimates to help plan your display campaigns
   






Landing page report

                               See how your landing pages are affecting campaign performance

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!


1. Google / TNS Connected Consumer Survey, US population 18+, n=1000, Q1 2016

May 24th 2017 AdWords

Google Removed 1.7 Billion Bad Ads in 2016

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Google more than doubled the amount of ads it took down in 2016 from its platform compared to 2015, removing over 1.7 billion “bad” ads. Why take down so many ads? “Ultimately, bad ads pose a threat to users, Google’s partners, and the sustainability of the open web itself,” said Scott Spencer, Google’s Director of Product Management for Sustainable Ads.

“We have a strict set of policies that govern the types of ads we do and don’t allow on Google in order to protect people from misleading, inappropriate, or harmful ads,” noted Spencer. “And we have a team of engineers, policy experts, product managers and others who are waging a daily fight against bad actors. Over the years, this commitment has made the web a better place for you—and a worse place for those who seek to abuse advertising systems for their own gain.”

Google’s Strategy for Taking Down Bad Ads

In 2016 Google expanded their definition of what a bad ad is in order to remove any ad that is misleading or deemed to be predatory. In July, for instance, they started banning ads for payday loans, which are considered a bad deal for the end user who often are poor to begin with. Google said that in just 6 months since implementing the ban over 5 million payday loan ads were removed.

Google also improved their bad ad technology. “We beefed up our technology so we can spot and disable bad ads even faster,” said Spencer. “For example, “trick to click” ads often appear as system warnings to deceive users into clicking on them, not realizing they are often downloading harmful software or malware. In 2016, our systems detected and disabled a total of 112 million ads for “trick to click,” 6X more than in 2015.”

More Key Bad Ad Actions Announced by Google
  • Disabled more than 68 million bad ads for healthcare violations.
  • Took down more than 17 million bad ads for illegal gambling.
  • Took down nearly 80 million bad ads for deceiving, misleading and shocking users.
  • Detected and disabled more than 23,000 self-clicking ads.
  • Took down 7 million bad ads for attempting to trick our detection systems.
  • Suspended more than 1,300 accounts for tabloid cloaking, pretending to be news.
  • Took action on 47,000 sites for promoting content and products related to weight-loss scams.
  • Took action on more than 15,000 sites for unwanted software.
  • Disabled 900,000 ads for containing malware.
  • Suspended around 6,000 sites for attempting to advertise counterfeit goods.
  • Took action against 340 website owners impersonation news or other entities.

“While we took down more bad ads in 2016 than ever before, the battle doesn’t end here,” says Spencer. “As we invest in better detection, the scammers invest in more elaborate attempts to trick our systems. Continuing to find and fight them is essential to protecting people online and ensuring you get the very best from the open web.”

The post Google Removed 1.7 Billion Bad Ads in 2016 appeared first on WebProNews.

January 27th 2017 AdWords, Google, malware

Google Proclaims 2016, “The Year of the Supershopper”

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In a blog post last week Google declared 2016 as the year of the supershopper. They define a supershopper as someone who is shopping primarily on their mobile device, looking for deals on the best products and constantly searching Google to so all of this.

“With the ability to instantly discover, research, and purchase, shoppers around the world are more informed and more efficient than ever before – they’ve transformed into supershoppers seemingly overnight.” said Julie Krueger, Retail Managing Director at Google. “We all have that friend – the one who somehow knows the latest brands, the season’s must-have products, and where to find the best deals at the snap of a finger.”

Google says that in 2015 over 50% of holiday shoppers were open to buying from new retailers and that 76% of mobile shoppers have switch their intended brand or retailer after searching Google.

“It used to be that shoppers would thumb through catalogues or stare longingly at the holiday window displays, but mobile is now the super shopper’s go-to source for inspiration,” says Krueger. “Over 64% of smartphone shoppers turn to mobile search for ideas about what to buy before heading into store. And 1 in 4 mobile video viewers in the U.S. have visited YouTube for help with a purchase decision while they were at a store or visiting a store’s website.”

They also report that people more than ever before are search for phrases like “best gift” indicating that they are using search to find quality, not just deals. Google also believes that shoppers are looking for unique gifts too, reporting that searches related to “cool gifts” grew 80%.

Mobile Search: A Door to the Store

Searches on mobile are still really about driving business to the brick and mortar store, rather than just pure online shopping. “Although more and more people are willing to buy on mobile, we know that mobile is still used predominantly as a door to the store,” said Krueger. “In fact, 76% of people who search for something nearby on their smartphone visit a related business within a day, and 28% of those searches result in a purchase.”

They say that once in the store, shoppers use their mobile device to find deals and information about the products they are interested in.

screen-shot-2016-10-24-at-2-44-20-pm

From a retailers perspective, expect online conversion rates to increase across devices as the holidays get to full stride. Google says that last year on mobile, sales were up 30% on Black Friday and 50% on Cyber Monday.

The post Google Proclaims 2016, “The Year of the Supershopper” appeared first on WebProNews.

October 25th 2016 AdWords, Google, Search

How to Apply Holiday Shopping Insights to Your Analytics Strategies

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The Year of the Supershopper
We all have that friend — the one who somehow knows the latest brands, the season’s must-have products, and where to find the best deals at the snap of a finger. In years past, this friend was an enigma, making us wonder how does he or she do it?

Today, we can all be that friend. With the ability to instantly discover, research, and purchase, shoppers around the world are more informed and more efficient than ever before – they’ve transformed into supershoppers seemingly overnight.

But what defines supershoppers? And what does this mean for retailers trying to win them over this holiday season? Let’s find out.

They Keep Their Options Open
Last year, more than 50% of holiday shoppers said they were open to purchasing from new retailers1. This is especially true online. More than three-quarters of smartphone shoppers who usually go to the same physical stores when they shop for products are very open to new retailers and brands online2. Why? Mobile makes it easy to explore all of your options no matter when or where you’re shopping. In fact, after searching on Google, 76% of mobile shoppers have changed their mind about which retailer or brand to purchase3.

Mobile is Their Muse
It used to be that shoppers would thumb through catalogues or stare longingly at the holiday window displays, but mobile is now the super shopper’s go-to source for inspiration. Sixty-four percent of smartphone shoppers turn to mobile search for ideas about what to buy before heading into a store4. And 1 in 4 mobile video viewers in the U.S. have visited YouTube for help with a purchase decision while they were at a store or visiting a store’s website5.

But shoppers aren’t only making purchase decisions, they’re discovering new brands and products along the way: more than half of smartphone users have discovered a new company or product when conducting a search on their phones6.

They Want the Best – Not the Cheapest
In July we learned that shoppers are on the quest for the best — and this still rings true more than ever today. Last holiday, mobile searches related to “best gift” grew 70% year over year while mobile searches related to cheap or inexpensive gifts grew about 35%7. They’re also willing to do the research to the make the best decision: on YouTube, mobile watch time for product review videos has grown 60% year over year8.

But supershoppers don’t only want the best – they want personalized, unique, cool gifts. Mobile searches related to “unique gifts” grew more than 65% while mobile searches related to “cool gifts” grew a whopping 80%9.

Mobile is Their Door to the Store
Although more and more people are willing to buy on mobile, we know that mobile is still used predominantly as a door to the store. In fact, 76% of people who search for something nearby on their smartphone visit a related business within a day, and 28% of those searches result in a purchase10.

Once they’re inside your store, they expect the experience to be a seamless one: more than 40% of smartphone shoppers want retailers to automatically surface relevant information such as the location of the item in the store, a special deal or related products11.

They Shop ‘Til they Drop
Supershoppers live up to their name as the holiday season progresses. From November through mid-December we see online conversion rates increase across devices. Last year, on mobile alone, they jumped 30% on Black Friday and 50% on Cyber Monday when compared to November 112.

Tips to Using Analytics to Reach Today’s Shopper
Analytics is a critical marketing tool all year long. But that importance is amplified during the holiday season. Here are five ideas on how you can use analytics to get the most out of the holiday shopping season.

1. Understand which days drive the most sales — be there. In order to develop a successful holiday retail strategy, it’s important to first understand the days that drive the most sales for your business. Once you understand this, you can craft strategy — across mobile, desktop, and tablet — that optimizes your media and promotion not only for these days, but for the entire holiday season.
For example, adjust bids for auction-based media and use the lift in transaction rates over the average transaction rate as your bid multiplier. Use Smart Bidding in AdWords or DoubleClick Search to maximize your performance.

2. Get personal when engaging with window shoppers. The great thing about the holidays is that you can start shopping at any time — and then wait for discounts. Many consumers may already be browsing your site looking for gift ideas. This is an audience that may convert at a higher rate. Use Google Analytics to create remarketing lists including these shoppers, and then customize your marketing campaigns to better suit their needs.

But don’t stop there: Remember, supershoppers crave personalization. Test different variations of your website with this same audience to offer more customized experiences. Try Google Optimize, our free site testing and personalization tool, to get started.

3. Act fast: Create a culture of optimization. Your holiday marketing plans are set long before the holiday season starts. It’s very important to monitor your activities to ensure they’re driving business growth. And if they’re not you need to take action by immediately identifying areas of opportunity and improvement.

Google Analytics offers a number of ways to help simplify reporting, sift through data, and spotlight insights for you. Custom reports, dashboards and shortcuts all let you customize reporting so you spend less time looking for data and more time analyzing important information. Or better yet, try Google Data Studio and create a holiday shopping dashboard for different teams in your organization.

4. Analyze your performance against your competitors. Benchmarking your business against your competitors helps you see the big picture. If you’re a Google Analytics user, you can tailor this analysis and approach, using your own data and the data available in our benchmarking reports. The benefit of using those reports is that they will provide you a comparison between your data and your competitors, using characteristics such as website traffic, country and detailed vertical information.

5. Start developing your New Year marketing strategy. With so many new shoppers entering your stores, sites, and apps, data and analytics are critical to helping you convert first-time shoppers into long-term, loyal customers. Use your website data to create lists of first-time customers during the holidays, and deliver personalized communication across channels to build relationships. With Google Analytics you can create remarketing lists and easily connect with this audience.

Happy analyzing!

  1. Google/ Ipsos, Post Holiday Shopping Intentions Study – Total Shoppers Report, Jan 2016, Base: US Holiday Shoppers, n=1,500
  2. Google/Euromonitor International, Micro-Moments Survey, US, July 2016, Smartphone shoppers = 1000, Same store shoppers = 801
  3. Google/Euromonitor International, Micro-Moments Survey, US, July 2016, Smartphone shoppers = 1000
  4. Google/Euromonitor International, Micro-Moments Survey, US, July 2016, Smartphone shoppers = 1000
  5. Google-commissioned Ipsos Brand Building on Mobile Survey, U.S., December 2015 n=1000, 18-54 year olds
  6. Google/Ipsos, “Consumers in the Micro-Moment,” Wave 3, U.S., n=1291 online smartphone users 18+, August 2015
  7. Source: Google Search Data, Apparel, Home & garden, Beauty & personal care, Computers & electronics, Gifts, Toys & games, Photo & video, Nov-Dec 2014 vs Nov-Dec 2015, United States
  8. YouTube data, U.S., Classification as a “Product Review” video was based on public data such as headlines and tags, and may not account for every such video available on YouTube, Nov – Dec 2014 and Nov – Dec 2015
  9. Google Search Data, Apparel, Home & garden, Beauty & personal care, Computers & electronics, Gifts, Toys & games, Photo & video, Nov-Dec 2014 vs Nov-Dec 2015, United States
  10. Google/Purchased Digital Diary: How Consumers Solve Their Needs in the Moment, May 2016, Representative sample of US Smartphone users = 1000. Local searchers = 634, Purchases = 1,140
  11. Google/Euromonitor International, Micro-Moments Survey, US, July 2016, Smartphone shoppers = 1000
  12. Google Analytics Shopping category data, Nov 1, 2015–December 14, 2015, United States

October 25th 2016 AdWords, Analytics

What’s New & Cool with Google AdWords & Analytics: Keynote by Jerry Dischler & Babak Pahlavan

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What’s New & Cool with Google AdWords & Analytics: Keynote by Jerry Dischler & Babak Pahlavan was originally published on BruceClay.com, home of expert search engine optimization tips.

This is a report from SMX East 2016. Search Marketing Expo (SMX) features speakers from industry-leading digital marketers and search engine representatives. Subscribe to the BCI Blog to get coverage of key sessions sent to your inbox.

With a keynote delivered by Googlers (complete with product announcements!), it’s a full house at SMX East 2016.

Jerry Dischler, Vice President of Product Management for AdWords, and Babak Pahlavan, Senior Director of Measurement & Analytics, field questions from Search Engine Land editors Ginny Marvin, Greg Sterling and the SMX audience.

Read on to learn about:

  • Expanded text ads
  • Device bidding
  • Store visits
  • Audience Suite
  • Data Studio
  • Analytics Insights Cards
  • And announcements of new tools and features!
keynote-dischler-pahlavan

Ginny Marvin acts as a moderator for the SMX East keynote with Googlers Babak Pahlavan and Jerry Dischler.

Expanded Text Ads

Who’s succeeding with expanded text ads?

Editor’s note: Expanded text ads are the next generation of standard text ads on the Google Search Network and Google Display Network optimized for the mobile user experience. The format was rolled out to advertisers this past July.

Dischler: Advertisers who are using a dynamic, creative elements. Those who aren’t getting good results are only dipping their toe in the water. They’re only using one creative element, not going dynamic, aren’t optimizing as strongly.

What we’re hoping is that folks will jump in with both feet and start devoting the effort they devoted to standard text ads to expanded text ads.

Another observation: with branded terms, we’re seeing shorter headlines perform better.

Device Bidding for Ads

Earlier this year, device-level bidding was reintroduced. Talk a little bit about that decision to bring back separate device bidding and you expect to see advertisers take advantage of that?

Editor’s note: Here’s the quick and dirty background on device bidding. In 2013, Google took away its advertisers ability to bid differently based on the consumer’s device (mobile, tablet, desktop) in an initiative called Enhanced Campaigns. This year, device-level bidding was reintroduced to the Google advertising networks. Read Marvin’s write up on Search Engine Land for more on how advertisers are organizing campaigns by device.

Dischler: What we were seeing was a number of advertisers come to us with use cases for tablets that were really different. Let’s say you’re looking for NY hotels on your mobile phone vs. looking for NY hotels on your tablet. On the mobile phone, you’re going to have much higher conversion rate and would want to bid aggressively accordingly. Folks are thinking in a very mobile-first way, and this was happening more and more.

In the time before Enhanced Campaigns, we were seeing mobile avoidance. But here is the opposite. Advertisers have fully embraced mobile but the controls we had weren’t robust enough.

Take a look at your current bids – they represent a blended ROI. If you are able to get better performance on desktop and worse performance on tablet, adjust them in a way that is symmetric. In general what you should be doing is looking at your blended target across platforms in order to set your bid. This will achieve the right ROI mix. You have to figure out what’s right for you.

Store Visits Metric in AdWords

Google announced that they were expanding the store visits metric and that more than one billion store visits have been measured. Where is this going? What are the metrics today? Why is this important?

Dischler: In this multi-device, mobile-focused world, you should be measuring entire ROI whether they’re online or offline or calls, etc.

We want to help you work in an omni-channel way and measure the total value of your ad spend.

In retail, where 90+ percent of sales are offline, or in auto where 99.9% of sales are offline, it’s very important that you be able to measure online ROI.

For many advertisers, we’re seeing that the offline benefit is greater than the online benefit and we want advertisers to be able to measure that as easily as possible.

Earlier this week, Brad Bender announced that we’re adding the store visits metric to display, as well.

We have hundreds of millions of people who’ve opted into location history. We take that anonymized data and aggregate it, combine it with tradition signals including Google Maps and 3D modeling of building, Wi-Fi data and more to increase precision. We also have more than 5 million human reviewers working with us. Google has more than 99% accuracy with its store visits.

Google Analytics 360 Suite

Regarding the enterprise Audience Suite, how does audience targeting work and what does it mean for marketers?

Dischler: Advertisers who are using our RLSA (remarketing lists for search ads) say that this is the biggest change we’ve made that allows them to target their customers. Some largely sophisticated advertisers are still hesitant to experiment with RLSA, and I’d really encourage them to try it out.

Announcements

What’s going with Google Analytics Data Studio?

Pahlavan: Data Studio is our dashboard and reporting tool. There are two fundamental things about it that people love.

First, you can be up and running to do reporting by just connecting to the data sources.

And there’s collaborative sharing. The notion of collaboration is something we really focused on – you can very easily share a report across organizations and make the data available to everyone. The free version and enterprise version are available in 21 countries as of today; it was only available to U.S. advertisers before.

What new tools are coming?

Pahlavan: Our objective is to enable measurement for all businesses, no matter the size. Today we are announcing the free version of Optimize; sign up here: g.co/optimize.

Smart Goals were created for AdWords advertisers to be able to take advantage of crowd-sourced machine learning analytics that will help inform marketers of sessions that likely would have converted. How does this work? 

Pahlavan: We have a set of investments around how to leverage Google machine learning capabilities to make business a lot more efficient when leveraging the data they have. It’s being used by tens of thousands of advertisers. You can get a preview of what the performance could look like even if you’re not yet using it.

Recently, the Google Analytics mobile app launched with Insights cards. Can you talk about what’s going on with that? 

Pahlavan: Insights cards is in the bucket of our efforts around leveraging Google’s machine learn capability. Inside our Google Analytics app, it looks at a series of signals and tells you things like products that are performing much better. It looks at all permutations automatically. What channels are under or over performing? What are the areas you should pay attention to more? These are the kind of things it looks at. Insights cards will also be available on desktop in the future.

Will expanded texts ads be available for call-only ads?

Dischler: We’re in the process of testing out some things.

Do you want to talk about the thoughts behind the changes to Keyword Planner as far as data available to non-paying customers?

Dischler: We had this situation where what we wanted to do is have good actors be able to use our Keyword Planner and keep some bad actors out.

Our limits are really low so the vast majority of advertisers who have any spend should be able to use our tool. We can now accommodate most use cases while keeping the bad actors out.

Does Google Analytics have a plan to better address referrer spam?

Pahlavan: We have an active project internally. It’s been going on for sometimes to combat spam traffic. I can’t share the stats externally but this is something we take very seriously. We are constantly monitoring.

Some people just rely on Google Analytics for tracking and goals rather than implementing the AdWords pixel. What do you recommend?

Dischler: We recommend implementation for both.

Pahlavan: The have complementary use cases.

Are you going to add more and more ads to the search results page? Will organic disappear?


Bruce Clay, Inc. is a global digital marketing agency specializing in SEO, SEM PPC services, content development and social media marketing. Looking for a partner to grow your online business presence? Let’s talk.
September 29th 2016 AdWords, Analytics

New Features for Google Adwords: Campaign Groups and Performance Targets

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Google announced today new features in their Adwords product, campaign groups and performance targets, both intended to make it easier for you to track and forecast the performance of your marketing campaigns.

Campaign Groups

The new campaign groups feature allows you to group all of your Google ad campaigns including search, shopping, display and YouTube all into one campaign, making them easier to track and improve. Google is envisioning marketers using this grouping to track marketing themes across their network of ad opportunities.

They gave an example of a theoretical campaign called “Holiday Launch” where you can easily link your YouTube advertising stats with your ecommerce and search data.

Performance Targets

The performance targets feature improves on your ability within Adwords to set goals and track clicks and conversions by campaign group. Combining performance targets with the new campaign groups feature lets you set target clicks and conversions across Google’s network of marketing platforms.

“Tell us how many clicks or conversions you want to receive, how much you want to spend, and what average CPC or CPA you wish to maintain,” noted Jon Diorio, Product Manager of Google AdWords. “We’ll then automatically show you a single view of how your campaign group is performing against those goals, and what we think you’ll likely achieve by the end of the campaign period.”

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Diorio said that these feature will not alter how Google serves your ads or optimize your campaigns, but simply offers advertisers better evaluation tools.

Google let some advertisers try the new features prior to their public release today. “Previously I needed to export all my campaigns into a spreadsheet, group them together, and create a pivot table simply to see how they are performing,” said Oleg Monakhov, Senior Lead Generation Manager at Wrike. “With campaign groups & performance targets, we can much more easily see how our groups are performing relative to our goals, all from within the AdWords interface.”

The post New Features for Google Adwords: Campaign Groups and Performance Targets appeared first on WebProNews.

September 7th 2016 AdWords, Analytics, Google, Marketing

Data Studio: New, Simplified, AdWords Connector

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Google Data Studio is our new Business Intelligence product that makes it easy to connect, visualize, and share data. Today we updated the Google Data Studio AdWords connector to be more flexible and easier to use.

The AdWords connector allows AdWords customers to access their AdWords account data in Data Studio, build visually stunning reports, and share those reports to business stakeholders across their organization.

Report built with the AdWords connector in Google Data Studio 

With our recent update, the new AdWords connector now unifies over 100 AdWords dimensions and metrics as a single list, making it easier select the data you want to visualize.

20 of over 100 dimensions and metrics available in the new connector 

The new connector also supports many more combinations of dimensions and metrics, dramatically simplifying building reports.

Customizing a table with AdWords data in the Report Editor 

Of course, when you build AdWords reports with Data Studio, all the existing Data Studio features are compatible with this data including: calculated metrics, derived fields, custom visualizations, rich styling and custom branding, simplified sharing through Google Drive and realtime collaboration. 

These new changes are available today in both Data Studio 360 and Data Studio versions. To use the new connector, you must create a new Data Studio Data Source. Data Source using the previous connector will continue to work. Please read our help documentation on how to migrate to the new version

We’re excited to see all of the new reports customers will create with this enhancement.

Posted by Nick Mihailovski, Google Data Studio team

July 26th 2016 AdWords

Google Ad Partner Specializations Launched So Agencies Can Stand Out

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Partner Specializations are now being awarded to Google Partner’s that can demonstrate expertise in particular areas in order for these firms to better market themselves to businesses that advertise on Google. The Google Partner program was launched 3 years ago as a way for small businesses to work with ad agencies, marketers, online professionals and specialists that are knowledgable about Adwords and work with the Google ad team on a regular basis. All Partner’s are trained and certified by Google.

The program helps small businesses place ads with more sophistication and compete for keywords with their bigger rivals.

Google Partners can earn specializations in 5 areas of expertise:

“The changes to the Google Partner program are exciting for potential advertisers and our company,” says Neal Gann, CEO of Showroom Logic. “These new specializations show Google’s commitment to better serve their Partners and help us highlight what makes our technology and team so unique. It should also help prospective clients make a clear choice because it’s now easier for them to find top Partners that are aligned with their immediate goals.”

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Google says that to gain a Specialization designation the Partner must have at “least one certified individual and a history of consistent product performance.”

How companies can earn specializations

Specializations are given based on the following criteria:

  • Your company has at least one certified affiliated user in an AdWords product area
  • Your company is demonstrating product expertise in the specialization area
  • Your company has at least US$10,000 (or local currency equivalent) 90-day AdWords spend in that area

We look at a number of things to determine your company’s level of product expertise, including how you’re implementing the AdWords product for your clients, if you’re growing your usage in the product area, if you’re retaining your clients in that product area, and other related factors.

Premier Google Partner badge

Google also announced the Premier Google Partner badge “designed to recognize Partner’s who manage a substantial portfolio of Google advertising campaigns and deliver great results for their customers.”

“Google identifying and recognizing highly experienced agencies is a great step and a distinctive honor. We are thrilled to be a part of the new designation and look forward to displaying this badge,” stated Joe Chura, CEO of Launch Digital Marketing.

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Premier Partners must maintain a higher level of certification requirements but will receive significantly more support from the Google advertising team, according to Allan Thygesen, VP Global Sales & Operations at Google.

The post Google Ad Partner Specializations Launched So Agencies Can Stand Out appeared first on WebProNews.

June 28th 2016 AdWords, Google

Nissan UK: 6% Adwords Conversion Rate Of Showroom Visits From Mobile Clicks

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Marc Palmer, Marketing Communications Manager of Nissan UK, recently spoke in an Adwords promotional video for Google on the effectiveness of using Google Adwords for Nissan. “When you get your first car, suddenly, there’s that little bubble that you live in, where you can do whatever you like,” Palmer said. “I got this little old car: the top half was brown and the bottom half was gold! But what it meant was you could then start to just do things on your own. So there’s a sense of freedom.”

“Buying a new car is one of the more important decisions,” Palmer stated. “There’s this whole piece of discovery. At the start of their car-buying journey, they go to search. People turn up to the dealership pretty much in mind the car they want to buy.”

Puneet Vaghela, Search Account Director of Manning Gottlieb OMD, commented, “What AdWords is enabling us to do is fight the fight in the right place. We’re able to map buyer journeys.” “And that’s when the dealer has the ability to really make it brilliant,” said Palmer. “Now we’re able to find out that somebody searched for us and then they went and bought a car. That’s kind of getting close to the Holy Grail.”

“We know that people have a lot more confidence now in online research, but the main reason they still are going to dealers is for that personal aspect,” commented Vaghela. “It’s all about finding people and reaching them in their moments of intent.”

Vaghela added, “On mobile, we’ve seen 6.04% conversion rate store visits from search clicks and an estimated ROI of 25 pounds. When we actually go into AdWords, we can go all the way down to keyword level, which kind of keywords are actually driving people into dealerships from our search activity.”

“Customers do so much before they come to the dealership,” according to Rachael Gregory, Retail Marketing Manager of Nissan UK. “It’s really important that once they get here, we give them exactly what they need.”

“For the first time, really, this has given us a tangible connection between online and offline,” stated Vaghela.

Check out the Nissan UK video promo they did for Google Adwords below:

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June 8th 2016 AdWords, Google, Marketing