Better Conversion Measurement For Video Ads On YouTube And Our Network

From sparking an idea to helping people make that final decision, online video plays an important role in helping consumers make purchases. In fact, 70 percent of people say they bought a brand as a result of seeing it on YouTube. For advertisers, measuring video campaigns and conversions accurately has never been more important—or more complex—given all the different paths the consumer journey can take. 

That’s why we’ve been researching engaged-view conversions (EVC), a more robust non-click conversion metric. EVCs measure the conversions that take place after someone views 10 seconds or more of your skippable ad, but doesn’t click, and then converts within a set amount of days. EVCs are a more robust way to measure conversions than view-through conversions (VTCs), an industry standard that measures the conversions that take place after a person views an impression of your ad, but doesn’t click.

We’ve heard from advertisers that it can be challenging to assess the impact of video ad campaigns on conversions when you can’t compare across ad formats. That is why today we’re announcing that by the end of the year we will make engaged-view conversions a standard way of measuring conversions for TrueView skippable in-stream ads, Local campaigns and App campaigns. Our vision for the coming year is to give you more transparent reporting across both click and engaged-view conversions, aggregated and anonymously, and new configurability options for conversion measurement to make data-driven media decisions for your business.  

Engaged-view conversions are informed by incrementality studies

Our teams have run large-scale incrementality studies over the years that confirmed the causal impact of video ad campaigns were undervalued when considering clicks alone. Based on these studies, we found that most incremental conversions come from engaged users who are given the option to skip, but choose to watch your ad. In fact, over 60 percent1 of all skips on YouTube direct response in-stream video ads happen before 10 seconds. Therefore, the decision to watch 10 seconds of a skippable ad is a user choice that signals an ‘engaged-view’. When these engaged-views result in conversions within a set amount of days, engaged-view conversions are included in the conversion report.

The incrementality studies we ran also determined the default attribution window for engaged-view conversions. The default attribution window is tailored based on consumer behavior for each campaign goal and is set to three days for TrueView for action, two days for App campaigns for Install and one day for App campaigns for engagement. But you know your business best, and will be able to set the right attribution window based on your customers’ behavior and campaign goals in the coming year.

We look forward to seeing how engaged-view conversions can help you understand the value of your ads and grow your business as user behavior evolves and new viewing habits, devices and experiences become available.

Source: Official Google Webmasters Blog

Options For Retailers To Control How Their Crawled Product Information Appears On Google

Earlier this year Google launched a new way for shoppers to find clothes, shoes and other retail products on Search in the U.S. and recently announced that free retail listings are coming to product knowledge panels on Google Search. These new types of experiences on Google Search, along with the global availability of rich results for products, enable retailers to make information about their products visible to millions of Google users, for free.

The best way for retailers and brands to participate in this experience is by annotating the product information on their websites using schema.org markup or by submitting this information directly to Google Merchant Center. Retailers can refer to our documentation to learn more about showing products for free on surfaces across Google or adding schema.org markup to a website.

While the processes above are the best way to ensure that product information will appear in this Search experience, Google may also include content that has not been marked up using schema.org or submitted through Merchant Center when the content has been crawled and is related to retail. Google does this to ensure that users see a wide variety of products from a broad group of retailers when they search for information on Google.

While we believe that this approach positively benefits the retail ecosystem, we recognize that some retailers may prefer to control how their product information appears in this experience. This can be done by using existing mechanisms for Google Search, as covered below.

Controlling your preview preferences

There are a number of ways that retailers can control what data is displayed on Google. These are consistent with changes announced last year that allow website owners and retailers specifically to provide preferences on which information from their website can be shown as a preview on Google. This is done through a set of robots meta tags and an HTML attribute.

Here are some ways you can implement these controls to limit your products and product data from being displayed on Google:

nosnippet robots meta tag

Using this meta tag you can specify that no snippet should be shown for this page in search results. It completely removes the textual, image and rich snippet for this page on Google and removes the page from any free listing experience.

max-snippet:[number] robots meta tag

This meta tag allows you to specify a maximum snippet length, in characters, of a snippet for your page to be displayed on Google results. If the structured data (e.g. product name, description, price, availability) is greater than the maximum snippet length, the page will be removed from any free listing experience.

max-image-preview:[setting] robots meta tag

This meta tag allows you to specify a maximum size of image preview to be shown for images on this page, using either nonestandard, or large.

data-nosnippet HTML attribute

This attribute allows you to specify a section on your webpage that should not be included in a snippet preview on Google. When applied to relevant attributes for offers (price, availability, ratings, image) removes the textual, image and rich snippet for this page on Google and removes the listing from any free listing experiences.

Additional notes on these preferences:

  • The above preferences do not apply to information supplied via schema.org markup on the page itself. The schema.org markup needs to be removed first, before these opt-out mechanisms can become active.
  • The opt-out preferences do not apply to product data submitted through Google Merchant Center, which offers specific mechanisms to opt-out products from appearing on surfaces across Google.

Use of mechanisms like nosnippet and data-nosnippet only affect the display of data and eligibility for certain experiences. Display restrictions don’t affect the ranking of these pages in Search. The exclusion of some parts of product data from display may prevent the product from being shown in rich results and other product results on Google.

We hope these options make it easier for you to maximize the value you get from Search and achieve your business goals. These options are available to retailers worldwide and will operate the same for results we display globally. For more information, check out our developer documentation on meta tags.

Should you have any questions, feel free to reach out to us, or drop by our webmaster help forums.

Source: Official Google Webmasters Blog

How Do I Automate My Social Media Marketing?

Automate My Social Media Marketing

Nearly 3.5 billion people worldwide use social media. That is almost half of the people on the planet.

No business can afford to do without a strong presence on Facebook, Twitter, Instagram, and other popular social media sites.

If you are an entrepreneur or an executive at a large and established company, you should leverage the power of social media to promote your brand and your product.

What is Social Media Marketing Automation?

Engaging people on social media is time-consuming. According to a recent survey, marketing teams spend 16 hours a week on tasks involving social media.

You can save your team and company time and money by installing special tools that will do the work of monitoring and managing social media.

Social media marketing automation consists of a set of tools that are designed to decrease your workload and enhance your social media marketing campaign.

The three most popular automation devices are:

  • Scheduling tools
  • Content curation tools
  • Social listening tools

Social Media Scheduling Tools

Members of your executive team have more important things to do than update your company’s Facebook, Twitter, and Instagram accounts.

A scheduling tool relieves them of this burden by posting valuable content on your social media accounts automatically.

The posts will be sent out at optimal times so that you get maximum engagement with your audience.

Here are some of the more popular scheduling devices available on the market:

1. Buffer

Buffer allows you to schedule posts and tailor the content to each social media account. Buffer also has a calendar feature that allows you to review what you have already posted. This gives you the ability to organize, manage, and rearrange your posts as you like.

2. Hootsuite

Hootsuite is known for its elegant and accessible design, which makes it easy to automate your posts. It offers a bulk scheduling option. It also gives you the ability to schedule content you see while surfing the web.

3. Sendible

There are 3 main features that stand out in this tool. First, there is a content recommendation device. If you want to send a post with a news article link, you can conduct a search by topic and it will give you a long list of trending articles to share.

Second, Sendible has a built-in CRM. The latter presents background information on anyone you interact with. This will enable you to send customized content to whomever you are in conversation with.

Third and finally, Sendible can monitor Twitter for certain keywords and phrases and send an automatic reply.

Content Curation Tools

Content curation tools allow you to easily find content that you can share with your social media followers through your posts.

According to one recent study, companies that share curated content receive 33% more clicks than those without it.

Here are a few of the top tools available on the market:

1. Feedly

This tool analyses the topics that interest you and your target audience and shows you related content. The tool comes with an AI research assistant named Leo who helps declutter the information so that you are able to share the best pieces with your followers.

2. Socialinsider

Socialinsider.io is one of the most comprehensive social media analytics and reporting tools. It is perfect for digital agencies and companies that employ digital technology extensively. You can track your company’s level of engagement on different social media pages and compare them. You can also compare these numbers with your competitors and industry benchmarks.

The site makes it easy to build a large report and to download it as a PDF and PPT file.

3. Curata

This tool will automatically search thousands of web sources to find content related to your keywords. You will then be able to approve or reject the suggestions that are to be shared on your social media sites.

Curata also allows you to edit the text and alter the images in the content that you share. You can also add notes and comments to each piece.

Social Listening Tools

These devices help you monitor all online chatter about your company and brand. They help you identify influencers who may be praising and promoting your products.

They can also inform you of any negative reviews of your products or company online.

Social listening tools provide great insight into how consumers are interacting with your company and its products in real-time.

Social listening sites will help you discern trends that drive your highest performing posts. They also help companies build better relationships with followers and identify profitable gaps in the market.

You need not track down every single comment and critique that is made about your company. You can have this done for you with social listening software.

Here are some of the sites that offer social listening solutions:

1. Mention

This tool sifts through billions of sources each day and informs you when and on what site your company’s name has appeared in conversation. You can also set up alerts that inform you when the names of your competitors are mentioned, which can help you analyze social discussions they are involved in.

Mention can be especially helpful to large companies with well-known brands.

2. Sprout Social

This social media management tool was designed with businesses in mind. The team at Social Sprout has identified 5 key pieces of information that are gained from social listening: brand health, industry insight, competitive analysis, campaign analysis, event monitoring. The software allows you to tailor your social listening experience to fit one or more of these categories.

Sprout Social also has tools that allow you to go beyond the mere mention of your company to figure out the sentiment behind it. Your company can be talked about in a positive or negative context. Sprout Social helps you determine which.

In summary, there are plenty of ways to automate your social media marketing operations. Using one or more of the sites discussed above can help your company punch above its weight.

Using social media marketing automation tools can give you deep insights into your target market and help you build better relationships with customers.

Grow Your Games Business With New Ads Solutions

Whether it’s to join the latest multiplayer craze or dive back into an old favorite, user interest in gaming worldwide continues to rise as people spend more time at home. In fact, our data shows that global searches for “best online games” between February and April were up over 100 percent compared to the same time last year.

Mobile game developers have a huge opportunity to connect with these eager players around the globe. This week at Think Games in China, we’re announcing new ways for developers to engage with the right players and maximize revenue so your team can spend more time creating awesome gaming experiences.  

Reach more of the right players for your game

In today’s crowded gaming landscape, it’s not easy to build a community and retain players over time. App campaigns for engagement were built to help you get players who’ve previously installed your game to return, with custom messages across Search, YouTube and over 1 million apps in our network. 

Available globally in September, App campaigns for engagement will soon also run in Google Play and support audiences from Google Analytics for Firebase. We’re also updating our audience management features to make it easier for you to connect with the right player segments. 

FunPlus, the developers behind the mobile strategy game King of Avalon, wanted to find ways to also get current players to come back during a mega update event. It used App campaigns for engagement to create custom messages for previous player groups who had stopped playing. This resulted in 34 percent more high-value players returning to play, as compared to other strategies it used.

To get started with App campaigns for engagement, make sure you set up deep linking and app conversion tracking, and use a supported measurement solution like Google Analytics for Firebase or one of our App Attribution Partners.  

Here are a few more features designed to help you reach players across the lifecycle of your game:  

  • App campaigns for pre-registration: Get a head start in building an excited community for your game before it launches. Learn more.
  • Maximize conversions bidding for App campaigns for installs: Drive as many installs as possible within a set budget to reach your campaign goals. Learn more.
  • Target Return on Ad Spend (tROAS) open beta for App campaigns for installs: Adjust your bids dynamically based on the value each user is likely to bring for your game. Available later this year to all advertisers bidding on Google Analytics for Firebase events. Learn more. 
  • Creative simplification: Simplify your creative development process by creating image ads only in 1.91:1, 1:1, and 4:5 aspect ratios. You can also crop existing image assets to these aspect ratios with our new cropping tool. Learn more.

Maximize your ad revenue

To help you get the most value from your ads, Open Bidding will be available as a beta to all AdMob developers this fall. Today, many developers rely solely on waterfall mediation, a tried-and-true way to monetize with multiple advertising sources that can be hard to set up and manage at scale. Waterfall mediation calls ad networks one at a time until one of them returns an ad. Though effective, you could be losing out on additional revenue since networks are prioritized based on historical CPMs, rather than real-time pricing.

As Google’s in-app bidding solution, Open Bidding puts participating networks in a fair real-time auction to compete for your impressions, so the winner is always the highest paying network. This means you’ll get the highest revenue available for every impression. With Open Bidding, you can find the most popular demand sources to compete for your impressions in real time. Open Bidding makes earning more even easier by eliminating the need to manually set CPMs and reducing the number of SDKs your teams need to integrate and manage. 

CookApps used Open Bidding in order to grow revenue for its match-three puzzle game Candy Blast. By switching to Open Bidding, CookApps optimized revenue across ad networks and saw a 26 percent increase in both total ad revenue and CPMs, compared to their previous waterfall mediation setup. Open Bidding also enabled teams to save time from managing multiple networks, allowing it to focus on other priorities to expand its business. 

Along with Open Bidding, we’re announcing several other solutions to simplify your setup so you can earn even more from your apps:

  • Impression-level LTV pingback: Get real-time estimates of impression values to help measure lifetime value of players across all revenue sources (iOSAndroidUnity).
  • Rewarded interstitials: Increase engagement with rewarded ads by proactively showing players in-game offers in exchange for watching a video during gameplay breaks.
  • App open beta: See up to twice as much user engagement with the improved user experience of app open ads, which now offer standardized publisher branding and simplified user tap targets.Learn more.
  • AdMob plug-in for Unity software: Create and edit ads easily in the Unity interface, letting you quickly implement ads into your Unity game with just a single line of code. 

Source: Official Google Webmasters Blog

Updates On Our Work To Improve User Privacy In Digital Advertising

Privacy is core to our work at Google, and to our vision for a thriving internet where people around the world can continue to access ad-supported content, while also feeling confident that their data is protected. But in order to get there, we must increase transparency into how digital advertising works, offer users additional controls, and ensure that people’s choices about the use of their data are respected—not worked around or ignored. 

Today we’re sharing updates on our work in these areas, including new tools that provide people more information about the ads they see. We’re also introducing new resources for marketers and publishers that offer guidance on how to navigate today’s privacy environment, along with real-world examples from brands and media companies who are delivering effective, privacy-forward ad experiences that use data responsibly.

Greater transparency, more control

For many years Google has offered a feature called Why this ad, where from an icon in a digital ad, users can get more information on some of the factors that were used to select the ad for them, or choose to stop seeing that ad. There are over 15 million user interactions per day with Why this ad as people seek to learn more about and control the ads they see, and we recently extended this feature to ads on connected TVs. 

Over the next few months, we’ll be making improvements to the experience with a new feature called About this ad, which will also show users the verified name of the advertiser behind each ad. About this ad will initially be available for display ads purchased through Google Ads and Display & Video 360, and we’ll bring it to other ad surfaces throughout 2021.

Our commitment to increase transparency and offer users more control goes beyond the ads Google shows. Due to the complexity of the digital ads ecosystem and the large number of entities involved, it’s typically not clear to users which companies are even involved in showing them an ad. To provide people with detailed information about all the ads they see on the web, we’re releasing a new tool called Ads Transparency Spotlight, now available to try out as an alpha extension from the Chrome Web Store. We’ll continue to improve this extension based on feedback from users, and over time we expect to offer additional disclosures about ads, as well as introduce controls. Our hope is that other technology providers will build similar transparency and control capabilities into the experiences they offer as well.

Evolving the ad-supported internet

Chrome continues to explore more privacy-forward ways for the web browser to support digital ads with the Privacy Sandbox open standards initiative. As part of the Privacy Sandbox, several proposals have been published for new APIs that would solve for use cases like ad selection, conversion measurement, and fraud protection in a way that doesn’t reveal identifying information about individual users. One of the proposed APIs, for trust tokens that could combat ad fraud by distinguishing between bots and real users, is now available for testing by developers, and more will move to live testing soon.

Once these approaches have addressed the needs of users, publishers and advertisers, Chrome plans to phase out support for third-party cookies. These proposals are being actively discussed in forums like the W3C. Our ads team is actively contributing to this dialog—as we encourage any interested party to do—and we expect to incorporate the new solutions into our products in the years ahead.

We’re also exploring a range of other approaches to improve user privacy while ensuring publishers can earn what they need to fund great content and advertisers can reach the right people for their products. For example, we support the use of advertiser and publisher first-party data (based on direct interactions with customers they have relationships with) to deliver more relevant and helpful experiences—as long as users have transparency and control over the use of that data. What is not acceptable is the use of opaque or hidden techniques that transfer data about individual users and allow them to be tracked in a covert manner, such as fingerprinting. We believe that any attempts to track people or obtain information that could identify them, without their knowledge and permission, should be blocked. We’ll continue to take a strong position against these practices.

Much of the recent conversation about improving the privacy of digital ads has been focused on the web, but there are a range of environments in which people engage with digital ads. Our technical approach and the implementation details may vary based on the unique characteristics of each, but our vision to uplevel user privacy while preserving access to free content is consistent across web, mobile app, connected TV, digital audio—and whatever the next area to emerge may be.

Guidance for advertisers and publishers

The future state of digital advertising promises new technologies, new standards, and better, more sustainable approaches, but it will take some time to get there. We recognize the unease that many in the industry feel during this period of transition. While there is certainly more change on the horizon, it’s critical that marketers and publishers do not wait to take action. 

To help you prepare, we’ve assembled a number of recommendations for marketers and publishers to consider today. From best practices for building direct relationships with your customers and managing data, to tips for evaluating your partner and vendor relationships, to actionable examples for using machine learning and the cloud, these playbooks offer practical guidance and numerous real-world examples of companies that are successfully navigating today’s changing privacy landscape. 

We’ll continue our work to move the digital ads industry towards a more privacy-forward future. In the meantime, make sure your organization is having an active discussion about privacy and that you are taking steps now to plan for what lies ahead.

Source: Official Google Webmasters Blog

Meet Your Marketing Objectives With Helpful Tools And Automation

Consumer behaviors, habits and schedules are shifting faster than ever. Google data shows that searches have surged in the past month for sprinkler controls in the United States, mechanical puzzles in Germany, and powered hand fans in Japan. Keeping pace with these trends can be difficult, especially if the pandemic has impacted your business. 

Marketers have more work to do than ever before, and less time to do it. That’s why we’re introducing improved tools and automated solutions to help you get things done, respond to changes, and grow your business.

Finding new opportunities in a dynamic market

It’s never easy to keep up with shifts in consumer demand, and it’s especially challenging in a dynamic market. The Recommendations page is your best source for real-time, personalized guidance to adjust to these changes. With optimization score, you can prioritize the recommendations that help you discover new opportunities for your campaigns.

For example, “Keywords & Targeting” recommendations make it easy for you to find new trends that are relevant to your business. More than 16 million keyword recommendations in Google Ads are based on market trends, with new recommendations added every day. In March, consumer goods company Artnaturals noticed that demand was increasing for organic hand sanitizer and soaps. Using keyword recommendations, they were able to quickly pivot their advertising to these new trends. As a result, the brand’s monthly site traffic increased by 700 percent.

You can currently find recommendations throughout your campaigns, on the Recommendations page, and in the Google Ads mobile app. Soon, you’ll be able to see them in Google Ads Editor as well. We’ve also added support for recommendations and campaign level optimization score to the Google Ads API, and account level optimization score will be coming soon. This will make it even easier for you to review, manage and act on your recommendations at scale.

Planning with confidence

There are many new growth opportunities emerging in search due to shifts in consumer behavior. Performance Planner removes the guesswork in this process by giving you a performance plan with predicted clicks, conversions and conversion values based on different spend levels and return-on-investment targets.   

In the meal delivery sector, Cook it used Performance Planner to optimize campaign budgets and make the most of rising search interest in meal kits in March. Paired with Smart Bidding, the brand saw a 200 percent increase in conversions in just two weeks.

Starting today, you can now use Performance Planner to plan Search campaigns using shared budgets. Performance Planner is currently available for Search and Shopping campaigns, and will soon be available to Display and App campaigns.

Performance Planner is a great way to make sure your budgets are set at the right level to capture new growth opportunities on search.

Optimizing campaigns in real time

These days, marketers have to deliver on performance while dealing with limited time and resources. Smart Bidding is key to helping you balance these constraints; it can help you automatically drive more performance out of every dollar you spend while freeing up time. Over the last few months, we’ve built new Smart Bidding features based on your feedback.

In the coming weeks, you’ll be able to create, monitor and manage your portfolio bid strategies across accounts at the manager account level. By combining campaigns from different accounts into a single portfolio, it’ll be easier to drive more performance across those accounts. As part of this update to portfolio bidding, bid strategy reports will be available for your new cross-account bid strategies. These reports give you more visibility into how your bid strategy is working via status updates, advanced performance reports, and top signals.

It’s important to provide more transparency into your bids, especially right now—so in the coming months, we’ll make explanations available for Smart Bidding campaigns. This will make it easier for you to understand what caused clicks, impressions, costs and conversions to change.

Over the rest of the year, we plan to roll out even more reporting updates to give you further insight into your automated bidding—such as limited inventory status for Maximize conversions and Target CPA, improved top signals, and conversion value estimates.

Monitoring performance to take action

In an ever-changing market, it’s important to check your performance on a regular basis. The Google Ads mobile app makes it easy for you to monitor campaigns in real time, helping you take quick action from wherever you are. We’ve been listening to your feedback and continue to invest in new features to make the app a helpful and personalized companion for your marketing efforts.

As part of that investment, we’ve launched manager accounts in the mobile app. This means you can view and manage all your Google Ads accounts in one place, on the go. With manager accounts in the app, you’re now able to:

  • Discover business-wide trends and performance insights for all your accounts on the Overview page.
  • Improve performance at scale with optimization score, and prioritize recommendations across all your accounts.
  • Manage campaigns and compare performance across your accounts.
  • Use push notifications to monitor all your accounts, wherever you are.

AGY47, an agency based in the UK, saved over two hours per week using the mobile app to check in on performance, make improvements, and keep their accounts organized on the go. As Sarah Williams, AGY47’s head of paid marketing, put it: “We never miss a beat with the Google Ads mobile app.”

Source: Official Google Webmasters Blog

New Ways To Put Your Customers First And Achieve Your Marketing Objectives

Life looks very different now for my family than it did earlier this year. From juggling work priorities to managing distance learning for my kids, there never seems to be enough hours in the day. As we adapt, we’re relying on our phones to get things done.

How can brands lend a hand? We believe there are three key ways to put consumers at the core of your strategy: help people quickly get what they want, deliver relevant information and make it easy for your customers to take action.

Today, we’re sharing new ways to put your customers first and achieve your marketing objectives.

Help people get what they want, faster

The stakes are high on mobile. If you don’t give people what they want quickly, they’ll take their business elsewhere. In fact, we recently found that for retail sites, improving your site load time by 0.1s can help you improve conversion rates by 8 percent.

Test My Site has been an important tool for helping diagnose site speed and providing custom tips on how to make it faster. Today, we updated the tool to provide specific recommendations on how you can improve your mobile site—beyond speed—and deliver more personalized and seamless experiences. Key updates include:

  • Aligning speed metrics with Web Vitals, an initiative by Google to provide unified guidance for quality signals that, we believe, are essential to delivering a great user experience on the web. When marketers and developers share the same definition of success, it’s easier to agree on what’s driving results.
  • Customized tips on how to make your site experience relevant and easy to use. For example, learn how to build a one-step checkout and keep customers coming back with relevant push notifications. 

To get started, visit Test My Site to see how your site is doing and download your customized report—with sections for both marketers and developers—that you can share with your team.

Deliver more engaging and helpful ad experiences 

Many marketers already use feeds in Display, Shopping and Local campaigns to quickly upload and showcase products in your ads. With more product images directly in your ad, consumers are able to easily and seamlessly find what they’re shopping for. In the coming months, we’ll roll out feeds in App campaigns globally to all customers. According to beta testing, advertisers using feeds saw, on average, 6 percent more installs from Google.com and 17 percent more in-app actions (like log-ins and purchases) on sites and apps in our network.

Wish, an e-commerce company, used feeds to display diverse products from its marketplace. Wish also enabled deferred deep linking, which gave new app users a smoother onboarding experience—from app install straight to the item they saw in the ad.

Here’s how it works: if a new user taps on a Wish ad for running shoes, she will be directed to her app store to install the Wish app. After installing and opening the app for the first time, she would automatically land on the running shoes’ product page to learn more or make a purchase.

Since adopting feeds and deferred deep linking, Wish has seen a 105 percent increase in purchases from its app at a similar CPA. “These features have made our app more discoverable and appealing to customers,” says Krishanth Kathiresan, Wish’s Head of Growth Marketing. “It’s a scalable way for us to drive more lower-funnel user engagement and, most importantly, mobile orders.”

To get started, you can reach out to your account manager to join our beta or learn more.

Make it easier for your customers to take action

Loyal customers stick with brands that make it easy for them to get things done. For customers who already have your app installed, deep linking lets them get to the relevant page in the app without having to log in or re-enter information. 

Last year at Google Marketing Live, we announced app deep linking from Search, Display and Shopping ads. In the coming months, we’ll be rolling out deep linking from YouTube, Hotel, Gmail and Discovery ads. On average, deep linked ad experiences drive 2X the conversion rates.

Let’s say, your customer is watching a cooking video on YouTube and sees a discount for “2-hour grocery delivery.” Once she taps on the ad, she’s taken directly to a page in the store’s app to place an order.  

Rakuten Ichiba, a Japanese e-commerce company, found that enabling deep linking helped its loyal customers take action on ads directly in the brand’s app, resulting in 4X mobile purchases and 3X conversions. 

App deep linking introduces an important and seamless path to conversion. To give you better insight into where consumers are landing and converting from your ads, you can start to use ad destination reporting in Google Ads—available globally starting today.

For example, let’s say you’re a retailer with both a website and app. With the ad destination report, you can see in the “App deep link” row that these ads drive a higher conversion rate at a lower cost per conversion.

To get started with reporting for your app, use Google Analytics for Firebase or work with one of our App Attribution Program partners

Source: Official Google Webmasters Blog

New Ways To Put Your Customers First And Achieve Your Marketing Objectives

Life looks very different now for my family than it did earlier this year. From juggling work priorities to managing distance learning for my kids, there never seems to be enough hours in the day. As we adapt, we’re relying on our phones to get things done.

How can brands lend a hand? We believe there are three key ways to put consumers at the core of your strategy: help people quickly get what they want, deliver relevant information and make it easy for your customers to take action.

Today, we’re sharing new ways to put your customers first and achieve your marketing objectives.

Help people get what they want, faster

The stakes are high on mobile. If you don’t give people what they want quickly, they’ll take their business elsewhere. In fact, we recently found that for retail sites, improving your site load time by 0.1s can help you improve conversion rates by 8 percent.

Test My Site has been an important tool for helping diagnose site speed and providing custom tips on how to make it faster. Today, we updated the tool to provide specific recommendations on how you can improve your mobile site—beyond speed—and deliver more personalized and seamless experiences. Key updates include:

  • Aligning speed metrics with Web Vitals, an initiative by Google to provide unified guidance for quality signals that, we believe, are essential to delivering a great user experience on the web. When marketers and developers share the same definition of success, it’s easier to agree on what’s driving results.
  • Customized tips on how to make your site experience relevant and easy to use. For example, learn how to build a one-step checkout and keep customers coming back with relevant push notifications. 

To get started, visit Test My Site to see how your site is doing and download your customized report—with sections for both marketers and developers—that you can share with your team.

Deliver more engaging and helpful ad experiences 

Many marketers already use feeds in Display, Shopping and Local campaigns to quickly upload and showcase products in your ads. With more product images directly in your ad, consumers are able to easily and seamlessly find what they’re shopping for. In the coming months, we’ll roll out feeds in App campaigns globally to all customers. According to beta testing, advertisers using feeds saw, on average, 6 percent more installs from Google.com and 17 percent more in-app actions (like log-ins and purchases) on sites and apps in our network.

Wish, an e-commerce company, used feeds to display diverse products from its marketplace. Wish also enabled deferred deep linking, which gave new app users a smoother onboarding experience—from app install straight to the item they saw in the ad.

Here’s how it works: if a new user taps on a Wish ad for running shoes, she will be directed to her app store to install the Wish app. After installing and opening the app for the first time, she would automatically land on the running shoes’ product page to learn more or make a purchase.

Since adopting feeds and deferred deep linking, Wish has seen a 105 percent increase in purchases from its app at a similar CPA. “These features have made our app more discoverable and appealing to customers,” says Krishanth Kathiresan, Wish’s Head of Growth Marketing. “It’s a scalable way for us to drive more lower-funnel user engagement and, most importantly, mobile orders.”

To get started, you can reach out to your account manager to join our beta or learn more.

Make it easier for your customers to take action

Loyal customers stick with brands that make it easy for them to get things done. For customers who already have your app installed, deep linking lets them get to the relevant page in the app without having to log in or re-enter information. 

Last year at Google Marketing Live, we announced app deep linking from Search, Display and Shopping ads. In the coming months, we’ll be rolling out deep linking from YouTube, Hotel, Gmail and Discovery ads. On average, deep linked ad experiences drive 2X the conversion rates.

Let’s say, your customer is watching a cooking video on YouTube and sees a discount for “2-hour grocery delivery.” Once she taps on the ad, she’s taken directly to a page in the store’s app to place an order.  

Rakuten Ichiba, a Japanese e-commerce company, found that enabling deep linking helped its loyal customers take action on ads directly in the brand’s app, resulting in 4X mobile purchases and 3X conversions. 

App deep linking introduces an important and seamless path to conversion. To give you better insight into where consumers are landing and converting from your ads, you can start to use ad destination reporting in Google Ads—available globally starting today.

For example, let’s say you’re a retailer with both a website and app. With the ad destination report, you can see in the “App deep link” row that these ads drive a higher conversion rate at a lower cost per conversion.

Source: Official Google Webmasters Blog

Drive Results With New Direct Response Solutions On YouTube

Prolonged store closures have forced brands around the world to recalibrate their media campaigns to focus on driving online sales. With this shift to digital, it’s become even clearer that every advertiser is a performance advertiser. 

With YouTube, marketers have the flexibility to shift budgets and invest in driving the results that matter most. As businesses begin to reopen, they have an opportunity to use video to drive both online and offline actions on YouTube, where 70 percent of people say they bought a brand as a result of seeing it on our platform.1 That’s why we’ve invested heavily to introduce effective video solutions that drive action. Last year, the number of active advertisers using TrueView for action grew over 260 percent.2 

Today, we’re making it even easier for you to inspire people to take action on YouTube with smarter solutions that make video more shoppable, use automation to drive conversions, and help you better understand attribution.

Make your video ads your new storefront

Brands are strategically using video ads when merchandising new products. Recently, Aerie needed to simultaneously drive brand love and omnichannel apparel sales for their 2020 spring campaign. They used YouTube as a full funnel solution and connected with audiences with the highest likelihood to purchase. As a result, Aerie saw strong engagement for their brand and achieved a 25 percent higher return on ad spend than the previous year—with nine times more conversions compared to their traditional media mix. 

To help businesses establish a stronger e-commerce presence, we’re experimenting with a new way to make your actionable video ads more shoppable—complementing your ad with browsable product imagery to inspire the next purchase. All you need to do is sync your Google Merchant Center feed to your video ads, and you can visually expand your call-to-action button with the best-sellers you want to feature and drive traffic to the product pages that matter. 

An easier way to drive more conversions

In addition, we know that with limited marketing budgets, it’s become harder to drive reach and convert demand at the same time. Today we’re announcing Video action campaigns, a simple and cost-effective way to drive more conversions across YouTube. It automatically brings video ads that drive action to the YouTube home feed, watch pages, and Google video partners, all within one campaign. To make it even simpler, we’ll include any future inventory that becomes available, like the What to Watch Next feed. This way you can save time to focus on strategic initiatives like crafting the right creative and messaging for your audiences.

We’ve seen Video action campaigns work for companies of all sizes, including Mos, a startup that helps students find funds for college to avoid large student debts. As a newer company, Mos was excited to test out a solution that could drive results quickly. In the last few months, Mos saw 30 percent more purchases for their service at a third of the cost compared to their previous YouTube benchmarks. 

Transform your campaign into a lead generation tool

For businesses that rely on new leads to sustain growth, we recommend adding lead forms to your Video campaigns. Lead forms help advertisers capture qualified leads while reducing costs – all without interrupting the viewing experience. Automobile giant Jeep tried this approach with their Korea branch and saw a 13 times increase in completed leads at an 84 percent lower cost per lead. With lead forms, they generated “the most leads at the most efficient cost among all ad platforms,” says Kenny Hwang, Jeep’s Korea Marketing Manager.

Plan for greater impact across different consumer touchpoints 

We often see that people switch between Search and YouTube to find new information that influences what to buy. In order to help you understand where your conversions are coming from and provide more transparency around your customer’s path to purchase, we’ve included YouTube in our Google Ads attribution reports. Attribution reports can provide insight into how budgets can be allocated to maximize impact across YouTube, search and shopping campaigns.

As businesses begin to reopen and enter into a state of recovery, we hope these new solutions will make it even easier for you to find new leads, boost web traffic or drive sales. To get started on any of these new products and features, please reach out to your Google account team and we’ll be ready to help.

Source: Official Google Webmasters Blog

How To Fix Spelling Mistakes Automatically

How To Fix Spelling & Grammar Mistakes Automatically

Perhaps you just started blogging or worked in journalism for years, but you still forget where some commas go. You need a spellchecker and grammar checker that works while you write. The search for the perfect checker may seem endless, but a few choices present themselves and a couple you may not have known about, too. You can find many free options, but few that provide accurate results for text on their own.

Microsoft Word Editor

The most obvious place to look for a grammar checker resides in your word processor. Microsoft Word’s free grammar checker misses a few things, but if you pay the $6.99 per month for Microsoft 365, you get Microsoft Editor. Its editor program conducts a more careful spelling and grammatical check. It also checks as you write and will auto-correct mistakes. You can add your corrections, too. If Microsoft Word continually marks your name as misspelled, you can add it to the spelling dictionary. You can also set it to automatically correct your most common typos.

Grammarly Options

Perhaps you want to avoid spending $7 per month for the 365 services. You can download the Grammarly plug-in, which spellchecks everything you type across cloud programs and browsers. It identifies mistakes as you type. You click on them to reveal your options. Once you correct it, you move on. It comes as a browser plug-in for chrome. On mobile devices, you can download the Grammarly keyboard that spellchecks as you type. Some users have complained that the keyboard misses many grammar mistakes, but it picks up most misspelled words. The plug-in does as well as the free website. You can use the Grammarly website as a word processor since once you create an account, it saves all of your documents. You can type directly into the cloud app, and it will identify your mistakes as you type. It does not auto-correct as Microsoft’s option does.

Grammarly’s Entourage

JSpellGrammarCheckScibens, and a few other sites are using Grammarly’s writing engine. They do not use their own program. Rather, they include a link to Grammarly, which you will find if you click the button for the “Deep Check” on GrammarCheck, for example. Most of the options you will find when you conduct an Internet search for a spellchecker or grammar checker include sites that are thinly veiled feeder sites for Grammarly. Each re-directs you to the site, so you can obtain “a full check.”

Paper Rater

Paper Rater stands alone as a separate program. It uses its own algorithms and programming to check each document. Like the free version of Grammarly, it does not pick up on all comma issues. Otherwise, it performs well. It also includes an option you can choose to have it “grade” the paper for you depending on the input you provide. You can set Paper Rater to check for readability at a specific grade level. It provides an estimated grade a teacher would give you.

Ginger

You can add the Ginger Software app to Microsoft Edge or download it to use in conjunction with Microsoft Office. Few people have had luck with this app. It talks a good game, but it cannot correct grammar as it says it does. It advertises that it corrects “5x more mistakes than Word can detect. 5x faster.” This assertion does not bear out though. It does not pick up comma splices and can’t tell where commas should go in between phrases.

Reverso

Ginger has its clones, too. Reverso is the best known. It offers a simple textbox interface. You paste your text into the box and can check its spelling and grammar in English or French. It does not turn up many mistakes and will offer you a more complete check in the Ginger app.

Screaming Frog

Unless you live in the United Kingdom or work in marketing, you probably have not heard of Screaming Frog. Digital marketers use this program to check their web copy, but you can use it to spellcheck your writing. This SEO tool lets you check a website by URL. You can check in 39 languages. It does require you to purchase a license, £149 ($207), so you can access all features. Once you correct the mistakes, you can spellcheck the site again without re-crawling it.

Problems with the Grammar Checkers

While some checkers let you adjust whether you’re writing for school, business, or casual, they do not let you set the checker for a specific style. That means you can not check a document against The AP Style Manual or The Chicago Style Manual, or Modern Language Association (MLA) style. Each checker typically uses the grammar of Strunk and White, which means that it misses many items that other writing styles consider incorrect. For example, AP style uses no Oxford commas. Chicago style does use commas. Many marketers must switch between writing styles, and academics must do so as well. Going from Turabian to Chicago style in a day creates confusion. No grammar checker on the market today addresses this issue.

Most spelling and grammar checkers do not let you train them. The Microsoft Word Editor does, and Grammarly will let you teach it new words for your personal dictionary, but you cannot customize the grammar. The other programs don’t let you add to the dictionary.

The Grammarly keyboard fails abysmally. It cannot detect a missing period from a sentence. None of the available options handle comma use effectively. They cannot address clauses nor when the Oxford comma is unneeded.

No one program can effectively check for all grammatical issues. Each grammar issue consists of what could be addressed by a simple “if, then” statement or machine learning. If the clause is of one type, the comma goes in a specific place. To obtain a grammatically correct document, you need to use multiple checkers.

Few people have the money to hire a proofreader for each paper or website and the time to wait for a human with a large workload. Having a single grammar checker that can provide one percent accuracy and let the user choose from a selection of style manuals makes sense but has yet to hit the market.

For now, you will need to combine the checkers to obtain the most accurate results.

Since you often need to combine programs, first determine which program you can most effectively combine to check spelling and grammatical checkers and obtain a genuinely well proofread and edited document.

So far, the best combination I’ve found is writing in Microsoft Word with Editor, then checking it in Grammarly. If you need to test web copy, write it in Microsoft Word with Editor, then check it in Screaming Frog.

How To Fix Spelling & Grammar Mistakes Automatically
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