New cross-device attribution reports and benchmarks

Digital Marketing Post

Consider this: 6 in 10 internet users in the US start shopping on one device but continue or finish on a different one.1 To help advertisers measure these customer paths that start on one device but convert on another, we rolled out cross-device conversions over three years ago. Using that same technology, we’re introducing three new reports in the Attribution section of AdWords to provide deeper insight into device usage along the full search conversion path.Devices — see how much cross-device activity is happening in your AdWords accountAssisting Devices — inform your device bid adjustments by learning how often different

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AdWords Editor 11.5 supports expanded text ads, mobile app engagement ads, and more

Digital Marketing Post

We’re introducing several updates to AdWords Editor, available today to all advertisers globally. This version includes support for expanded text ads and mobile app engagement ads, import/export and simultaneous posting for multiple accounts, and much more.Expanded text ads AdWords Editor 11.5 provides full support for expanded text ads. Expanded text ads offer nearly 50% more ad text for you to highlight your products and services before people even click into your ad. It’s important to take advantage of expanded text ads as soon as possible because after October 26th, 2016, you’ll no longer be able to create or edit standard

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Available today: three ad innovations for a mobile-first world

Digital Marketing Post

The shift to mobile is no longer happening, or will happen — the shift to mobile has happened. At the Google Performance Summit in May, we announced a completely new ad platform built from the ground up to help consumers and marketers succeed in this mobile-first world: expanded text ads and responsive ads bring to life the canvas you use to connect with consumers, while device bid adjustments provide more control and flexibility so you can optimize with greater precision.Starting today, these innovations will begin rolling out in AdWords to all advertisers around the world.Get started with expanded text ads Earlier

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Get more powerful bid automation with new AdWords Smart Bidding

Digital Marketing Post

Efficient and effective bid management is a foundational component of any successful digital marketing program. Today, we’re excited to announce Smart Bidding, our new name for conversion-based automated bidding across AdWords and DoubleClick Search that reflects the powerful machine learning behind it.Making bidding smarter for improved performance Smart Bidding is built on Google’s deep experience using machine learning to power a wide range of products, including the Google assistant, automatic album creation in Google Photos, and AlphaGo, the first computer program to ever beat a professional player at the game of Go. Smart Bidding can factor in millions of signals

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Simplifying conversion measurement: saying goodbye to "Converted clicks"

Digital Marketing Post

Conversion tracking was introduced to AdWords in 2001 to measure what happened after someone clicked on your ad. The ability to know whether or not people completed a desired action on your site meant that you could determine which keywords, ads and campaigns were the most effective. The original conversion measurement metric was very basic – simply reporting whether an ad click led to any type of action on your site. That outdated metric is called “Converted clicks” in AdWords today.In the 15 years since the introduction of conversion tracking, multiple improvements have been made to measuring and attributing conversions.

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Surface your videos when viewers are looking for what to watch with TrueView discovery ads

Digital Marketing Post

Think about the last YouTube video you watched. How did you find that video? Did a friend send it to you? Did you click a link from a blog or social media? Or did you do what millions of YouTube users do every day and head to YouTube to find something to watch?To win over users who are choosing which video to watch, we built TrueView discovery ads (formerly known as TrueView in-display) – a format tailored specifically to helping users discover your brand content. And today we’re not just changing the name – we’re supercharging TrueView discovery ads with

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Measure the true value of calls with imported call conversions

Digital Marketing Post

Mobile click-to-call has made it easier than ever for consumers to connect with businesses over the phone. And growth in call volume shows no signs of slowing down. In fact, calls to U.S. businesses from smartphones are predicted to reach nearly 162 billion by 2019, a 73% increase from 2015.1Even though calls are a major source of conversions for many businesses, it can be challenging to measure a consumer journey that starts online from a search ad and ends with an offline conversation. Today, we’re announcing imported call conversions to help advertisers attribute revenue from phone calls back to their

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Automatically counting cross-device conversions for a more accurate and complete view of performance

Digital Marketing Post

While consumers are living mobile-first, they’re also moving seamlessly between multiple devices to find what they need in I-want-to-know, I-want-to-go, I-want-to-do and I want-to-buy moments throughout the day. In fact, 61% of internet users and over 80% of online millennials start shopping on one device but continue or finish on a different one.1 We introduced cross-device conversions three years ago to help marketers fully measure multi-device consumer journeys that start with an ad click on one device or browser and end with a conversion on another. Last year, we also made cross-device conversions more actionable by allowing them to be

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Showcase your services and range of products with price extensions

Digital Marketing Post

Whether it’s weekend baseball tickets or temporary storage space, people want to know what their options are and how much they cost before deciding what to buy. That’s why we’re introducing price extensions: additional information that can show with your mobile text ads, showcasing your services and range of products, and how much they cost.Drive qualified clicks Price extensions show as multiple rows, providing valuable information to your prospective customers before they click on your ad. Each row features a type of product or service, its description and price, and a link to a relevant landing page. This structured way of

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More prominent reporting helps you monitor the health of your automated bidding

Digital Marketing Post

Automated bidding in AdWords is an invaluable tool that helps marketers save time and improve performance. Powered by Google’s machine learning, it optimizes bids at scale for each and every auction and factors in a wide range of signals to help you tailor bids to a user’s unique context. In 2015, we announced a series of new reporting features in the Shared Library to provide greater transparency into automated bidding performance. We’re now bringing bidding insights front and center to the places you spend the most time in AdWords with three new features:New alerts that immediately flag bidding issues Bid strategy

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Making Travel and Shopping Easier for the Seasons Ahead

Digital Marketing Post

While most of us are busy making the most of the summer sunshine, marketers are already beginning to think about the coldest (and busiest) months of the year–the holidays. October through December are traditionally the biggest months for both travel and shopping, and this year we expect mobile to play its biggest role ever. In fact, mobile travel and shopping searches are already up nearly 30% year-over-year.To help marketers and on-the-go shoppers alike, we’re introducing a number of new features to make travel planning and mobile shopping easier ahead of the upcoming holiday season.Finding the Perfect Hotel and Flight for

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Tailor your ads with dynamic remarketing – Google Best Practices

Digital Marketing Post

If you think people make purchase decisions quickly, think again. Today’s consumers visit websites at least 6 times, on average, in the purchase process.1 And for those who abandon a shopping cart, 75% say they intend on returning to a company’s website to make a purchase.2We’ve created a new best practices guide, Tailor Your Ads with Dynamic Remarketing, to help advertisers win those crucial “ready-to-buy” moments with dynamic remarketing and relevant ads. As business data feeds are crucial to dynamic remarketing campaigns, this guide focuses on how to create and optimize your feeds. It covers topics such as:Setting up high-quality

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