Ecommerce Marketing | Google Marketing | Youtube Marketing

New MRC Accreditations And Partners For Google And YouTube Ads Measurement

26 September 2018 by

Is my marketing working? It sounds like a simple question, but in today’s complex environment, answering it correctly is a challenge. To help advance advertising measurement, we’ve invested in third-party accreditations through the Media Rating Council (MRC), and partnerships with leading measurement technology providers. Together, these efforts help ensure that the metrics our advertising solutions deliver are trusted, align with industry standards, and can be compared across providers.

Today, we’re announcing new MRC accreditations across Google advertising products, including Google Ads, Google Marketing Platform (specifically Display & Video 360 and Campaign Manager), and Google Ad Manager.1

We’ve also made progress with Google Measurement Partners for viewability, brand safety, and reach reporting on YouTube.

Trusted metrics across Google’s advertising solutions

Advertisers consistently tell us that they struggle with comparing media placements to determine where to invest their limited marketing resources. It’s a problem that’s made even worse when media providers use different definitions of commonly accepted metrics like clicks, impressions, and viewable impressions.

By endorsing the MRC standards and Interactive Advertising Bureau (IAB) guidelines for media measurement, we stand on the side of marketers, who deserve transparency and fairness in their media buys.

Below, you’ll see the comprehensive list of MRC accreditations we currently maintain across search, display, and video ads on the web and in apps. Accredited metrics include various aspects of our clicks, served impressions, viewable impressions, and invalid traffic detection and filtration. 

With today’s announcements, YouTube video ad impressions and viewability metrics for desktop, mobile web, and mobile in-app are now fully MRC accredited in Google Ads, Display & Video 360, and Campaign Manager. And we’ve begun the audit process for MRC accreditation of recently added metrics, including brand safety and Unique Reach reporting on YouTube in Google Ads.

“Google has consistently demonstrated a commitment to helping advertisers and publishers achieve transparency and quality in measurement through its work with the MRC. In addition to submitting products for initial consideration for MRC accreditation, Google also has expanded on the scope of what’s being submitted for existing accredited products. This progress is emblematic of what we at MRC consider to be our core industry mission: to help lift the bar for quality in measurement consistently upward.”

—George Ivie, CEO and Executive Director, Media Rating Council

“Google’s efforts to create transparency and choice through MRC accreditation demonstrates their commitment to delivering a better, more responsible advertising ecosystem. The ultimate goal is to ensure transparency at every step in the complex advertising supply chain, and Google’s efforts are helping us achieve that objective.”

—Bob Liodice, CEO, ANA

More transparent YouTube measurement with trusted partners

To help advertisers measure YouTube media in a verified, privacy-safe way with the measurement solution of their choice, we’ve also made progress with Google Measurement Partners for viewability, brand safety, and reach reporting.

First, the YouTube data feed for video viewability reporting by third-parties is currently under audit by the MRC. Our ultimate goal is to achieve MRC accreditation for our integrations with DoubleVerify and Integral Ad Science (IAS), so advertisers can be confident that YouTube metrics have been third-party verified, no matter where they choose to measure.

In addition, brand safety verification on YouTube by both DoubleVerify and IAS is now in expanded beta. In beta tests with DoubleVerify and IAS, we’re seeing 99 percent success rates on brand safety across both auction and reserve, including Google Preferred.2

We’re also expanding our partnerships for reach measurement, which now include Nielsen, comScore, Kantar, and soon, Meetrics. This month, YouTube’s integration with Nielsen for mobile in-app measurement has expanded to Australia and Italy. This is in addition to the U.S., Canada, Japan, U.K., Germany, and France which are already available.

To know if their marketing is working, advertisers need access to accurate, timely metrics they can trust, regardless of which measurement provider they choose. Looking to the future, we’ll continue investing in measurement solutions and partnerships that help advertisers understand and compare the impact of their investments using commonly accepted metrics and standards.

Source: Official Google Webmasters Blog

Ecommerce Marketing | Google Marketing

How To Help Shoppers Looking For Inspiration This Holiday

13 September 2018 by

Gone are the days where shoppers had one specific gift in mind. Today, they’re asking brands to help inspire them. Our research also shows that 61 percent of shoppers are open to buying from new retailers during the holiday season—and in the 2017 holiday season 46 percent of them actually did.

That’s a huge number of consumers looking to uncover new brands and products or re-discover old favorites. But with so much choice at their fingertips, shoppers need help cutting through the clutter and feeling confident in their choices.

A recent study shows that Google is the first place US shoppers go to discover or find a new brand or product. That’s why we’re continuing to invest in solutions to drive inspiration and discovery, capture intent, and amplify your message to customers, wherever they’re shopping across Google and the web. So lean back, grab an eggnog (it’s never too early), and learn about how consumers plan to shop this holiday—and how Google can help.

Helping shoppers discover with video in Showcase Shopping Ads

When it comes to finding new products and narrowing down their choices, nearly two-thirds of shoppers say online video has given them ideas for their next purchases, and over 90 percent of these folks say that they’ve discovered new products and brands via YouTube.

Video to Showcase Shopping ads helps shoppers more deeply engage with your products. This is our first retail search ad unit to feature video, designed to help you provide a more immersive, contextual experience for shoppers.  

Video in Showcase Shopping ads is the next addition to the Showcase Shopping ads we launched last year, which let you upload multiple images to a single ad and promote your products through beautiful imagery, descriptions, products, and relevant promotions. Since launch, we’ve seen that the top Showcase slot drives 3.6X higher than average CTR, and Showcase receives 20 percent more conversion credit with first-click attribution. And retailers like Venus Fashion are seeing success with acquiring new customers: 68% of purchases from shoppers who engage with Venus Showcase ads are new.

This format is available to advertisers already running Showcase Shopping ads.

Inspire undecided shoppers with Shoppable Image ads

Curious consumers aren’t just finding inspiration through video. Did you know that more than one-third of holiday shoppers said they searched for images before they went in store to shop? The growth of “street style” and online influencers all show the movement towards looking at lifestyle images for visual inspiration.

Shoppable Images enable you to highlight your shopping ads on curated, published content from our publisher partners. For publishers, it’s a chance for shoppers to be able to purchase seamlessly. For example, a shopper might visit her favorite blog like This Time Tomorrow, and see a selection of visually similar offers after clicking the tag icon in the image. Over the next year, we will continue to roll out this experience to more publishers, as well as pilot new surfaces like Google Image Search, where we also know shoppers go to look for inspiration. 

We hope these updates help you stand out from the crowd and capture undecided shoppers’ attention with inspirational imagery and video. For a look into more consumer trends this season, check out our Think With Google article on holiday 2018 insights.

Source: Official Google Webmasters Blog