Ecommerce Marketing | Google Marketing

Save Time By Applying Audience Lists At The Campaign Level

8 December 2016 by

Reaching your most valuable and engaged customers at the moment they’re ready to act is critical in moving them along the path to purchase. Remarketing lists for search ads (RLSA) and Customer Match can help you do that by customizing your campaigns for people who’ve previously interacted with your business. However, getting started can be time-consuming, especially if you have a lot of ad groups. To make it easier for you to manage your audience lists at scale, you can now apply them at the campaign level. 

Campaign-level audience lists also make it easy to measure and change your bid adjustments. Instead of trying to change your bid adjustments for each individual ad group, you can confidently optimize at the campaign level where you’re more likely to have enough data to make an informed decision. Learn more audience bid adjustment best practices here.

Many advertisers are already using campaign-level search audiences to save time and make better optimizations:

“Campaign-level audiences have proven to be a great way to apply our remarketing lists at scale. Our campaigns often contain so many ad groups – using RLSA in the past required hours spent applying audiences to each one and analyzing the results by ad group. By applying them at the campaign level, we can be confident that no ad group is overlooked, while saving us time that can be better spent on helping our customers find their new home.” 

– Debra Carroll, Senior SEM Manager at Redfin 

“Being able to apply all of our audiences at the campaign level has drastically simplified the process of adding lists to multiple campaigns, as most of our campaigns have hundreds of ad groups. This allowed us to apply our bid adjustments in bulk, which has resulted in smarter spending and increased ROAS from our search campaigns.”
– Nathan Eagan, PPC Specialist at Webstaurant

With campaign-level search audiences, you now have more flexibility than ever in how to engage with your customers. Learn more about using campaign-level audiences in the Help Center, and read our best practices guide to learn how you can reach the right audience with a message that resonates. 

Source: Official Google Webmasters Blog

Ecommerce Marketing | Google Marketing

Shoppers Gobble Up In-Store Black Friday Deals On Mobile

28 November 2016 by

As another Black Friday weekend wraps, we saw super shoppers continue to turn to their devices for ideas and information as well as use them as a “door-to-the-store.” In fact, Black Friday had the highest mobile shopping searches of any day during Thanksgiving week this year. Thanksgiving Day was a close second, with searches peaking at 8:00 p.m.1

Further, shoppers across the U.S. turned to mobile to not only find the best deals online but also to discover the best deals in-store: Rhode Island and Delaware had the most local shopping search interest  — searches that contained “near me,” hours and stores — of any states in the nation.2

This strong link between the online and physical world lives beyond the holidays too, and store visits reporting in AdWords is helping advertisers understand it year round. In fact, in just under two years, advertisers globally have measured over 3 billion store visits. 
What else did we see in stores over the holiday weekend? Store foot traffic jumped 65% on Black Friday, compared to an average weekend day in November, showing that consumers still care about going into stores for holiday shopping. Clothing, toy, and electronic stores were all popular destinations. Clothing stores and toy stores saw more than double the foot traffic on Black Friday compared to an average weekend day in November.3

Electronics stores were particularly popular, with more than double the foot traffic on Thanksgiving Day and more than triple the foot traffic on Black Friday, compared to an average weekend day in November.4 That makes sense given electronics, including the Nintendo Entertainment System and Sony PS4 Pro, are topping shoppers’ gift lists this year.5

Popular Times feature in Google Maps: Live store foot traffic on Black Friday in Best Buy as indicated by pink bar 

Shoppers also spent more time in stores. For example, in electronics stores, they typically spent between 35 minutes and 1.5 hours on Black Friday compared to 25 minutes on an average day in November. Shopping malls showed a similar increase in visit duration compared to the average day in November.6

To get deeper insight into store visits performance, visit the AdWords Help Center and learn about two new distance and location reports coming soon that will help you understand where your store visits come from.

Source: Official Google Webmasters Blog

Ecommerce Marketing | Google Marketing

Introducing The AdWords Marketing Goals Website

3 November 2016 by

As marketers, you’re always looking for more effective ways to achieve business goals – from getting customers to discover your brand to encourage them to buy something from your site, and everything in between. Today, we are introducing a new AdWords website that puts your goals front and center and shows you which ads work best to accomplish those goals. You can also use this site to find info on our latest ad innovations, success stories from other marketers, and best practices guides.
For example, if you’re a multi-channel retailer driving foot traffic into your store, learn about Google solutions like ads with store directions that can help people find your nearest business location.

Or if you just launched a new app and want to make sure the right people discover it, you can find best practices to get more high-value users to engage with your app. You can also draw inspiration from businesses like GrubHub that ran ads to connect with customers the moment they’re searching for new apps in the Google Play store. 

Check back in on the site regularly as we’ll continue to add content. Also, help us ensure that the site is as useful as possible by sharing your feedback. We look forward to hearing your ideas and suggestions.

Source: Official Google Webmasters Blog

Ecommerce Marketing | Google Marketing

Google Shopping Partners With E-commerce Platforms To Make Selling Online Easier Than Ever This Holiday Season

17 October 2016 by

When it comes to attracting customers over the busy holiday season, showcasing your products online can help you get in front of more people, and many retailers already use e-commerce platforms to upload and promote their products online. Today, we’re excited to announce partnerships with three major e-commerce platforms — BigCommerce, PrestaShop, and Magento — to make it easier than ever before to get started on Google Shopping for the holidays, and beyond. If you’re using any one of these platforms (or if you’re thinking of using one of these platforms), our new partnerships let you easily submit your product information to Google Shopping and quickly reach millions of new customers searching for what you sell.

Get up and running on Google in just a few clicks

With this direct integration, you can save time and extra work by using your existing BigCommerce, Prestashop, or Magento account to easily submit your product data to fuel a new Google Shopping campaign.

With just a few clicks, your product information is populated in your Merchant Center account, helping you reach new shoppers on Google.com and other Google properties. This integration lets you:

  • Find new customers, right where they’re searching. Connect your products to the customers who matter most — the ones searching for what you sell.
  • Easily display your rich product imagery and details. Put your product images, price, and other differentiators front and center, so that searching shoppers can easily find you.
  • Get up and running quickly, minimizing your holiday workload. Use the product information you’ve already entered in your ecommerce platform without needing to submit this information separately to Google.
  • Showcase your newest inventory. Roll out new products to Google Shopping, simply by adding products to your ecommerce store.

Early successes

We’ve been testing this technical integration with our ecommerce platform partners, and have already seen impressive results from small businesses, brand new to Google Shopping.

Peter Baseio, founder and CEO of baby product company Organic Munchkin, connected his BigCommerce account to Google Shopping to reach new customers with rich, visual ads. “Google Shopping allows our products to be listed in a visual format, increasing brand awareness for our niche market, as well as revenue,” said Baseio. “It has tripled our revenue stream, bringing in customers we never knew we had access to.”

Sam Gong, co-founder of Man Crates, used the integration to help tens of thousands of new customers find their unique assortment of gifts. “Google Shopping is an incredibly cost-effective way for us to reach new customers on long-tail search terms and recapture visitors that have found Man Crates through one of our primary marketing campaigns,” said Gong. “It’s well integrated with BigCommerce, incredibly easy to setup, and easy to measure and manage on an ongoing basis. It’s an absolute no-brainer for just about any ecommerce business.”

Ready to get started?

If you’re not using an ecommerce platform today, find out how to sign up for one by checking out the BigCommerce, PrestaShop, or Magento website. If you’re already using one of these platforms, visit our Help Center or the BigCommerce, PrestaShop, and Magento help pages to learn more.

Source: Official Google Webmasters Blog

Ecommerce Marketing | Google Marketing

Fine-Tuning The Layout Of Search Ads On Google Play

7 September 2016 by

Google Play reaches more than a billion people on Android devices in over 190 countries — providing a platform for consumers to find the coolest new apps and enjoy the latest music, movies, and books.

We introduced search ads on Google Play last year to improve app discovery and help developers reach users right when they’re looking for new apps to install. It’s one of several platforms, alongside YouTube, Google.com and the Google Display Network, where developers can introduce your apps to high quality users. Developers all around the world, like GrubHub, have seen tremendous success in terms of reach and install rates with Google’s app promo products. See full story. We’re building on this momentum by fine-tuning the ads experience on Google Play to deliver even more growth for the developer community.

First, for app-specific searches on Google Play, ads in their current form will not be shown at the top of the page. Instead, the organic result for the app will show at the top of the page, followed by additional organic results and possibly ads for other relevant apps. So when a user searches for “Google Express,” she will see the organic result for “Google Express” without an identical “Google Express” ad above it. This change is part of our ongoing commitment to improve user experience and advertiser performance. We encourage developers to monitor your campaigns as there may be some natural changes in performance metrics as we roll out these updates.

Second, a relevant, additional ad will start to show on Google Play for some queries like “music streaming app” and “exercise app.” This new ad spot gives developers an additional opportunity to promote the apps you’ve worked so hard to build.

Innovations like search ads on Google Play have proven to be a useful way to surface new apps for consumers and provide additional value for developers. We look forward to building on this momentum with new tools and best practices to bring even more success to the developer community.

Source: Official Google Webmasters Blog

Ecommerce Marketing | Google Marketing | Youtube Marketing

Track Your Goals With Campaign Groups And Performance Targets

6 September 2016 by

AdWords provides powerful tools to help advertisers grow their business. For example, if you’re about to launch a new holiday campaign, you can use TrueView ads on YouTube along with banner ads on the Google Display Network to drive brand awareness and more holiday sales. To make it easier for you to track and forecast the performance of these campaigns against your advertising goals, we’re introducing campaign groups and performance targets.

Create a campaign group

You can now package AdWords campaigns (including Video, Display, Search, and Shopping campaigns) into a single campaign group. For our holiday example, set up your YouTube and Display campaigns, select “campaign groups” from the left menu, and group those two campaigns together to create a campaign group called “Holiday Launch”.

Set a performance target

Performance targets make it easier to monitor and reach your performance goals for each campaign group. 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. 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.

 Here’s an early success story for campaign groups and performance targets:

“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. 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.“

– Oleg Monakhov, Senior Lead Generation Manager at Wrike

Note that creating performance targets does not change how we serve your ads or optimize your campaigns. Instead, use it to evaluate whether or not your campaigns are working together toward your broader goals.

Source: Official Google Webmasters Blog

Ecommerce Marketing | Google Marketing

Introducing The New Google Merchant Center

30 August 2016 by

Retailers have long been using Merchant Center to connect their product data to Google — letting millions of shoppers find their products on Google.com, YouTube, and partner websites. Today, we’re excited to introduce an updated version of Merchant Center, which offers the same functionality you’re used to, with more streamlined navigation and easier access to additional Shopping programs.

Navigate the new Merchant Center 

With updates to Merchant Center, you’ll see a fast, responsive new interface, aligned with the modern look and feel of the rest of Google’s products. We’ve changed Merchant Center navigation by bundling common tasks and actions. For example, you can use the new Home page to view recent announcements and dashboard data for your account, and you can find consolidated product feed and product data quality information under the Products page. For more information on navigating the new UI, visit the Help Center.

Explore and enable Shopping programs in Merchant Center 

Merchant Center now lets you discover new ways to apply your data to promote and sell your products. Use Merchant Center to explore additional Google programs for your products, including Local Inventory Ads, Merchant Promotions, Product Ratings, and more, while continuing to manage and configure your product data for Shopping ads.

You can access the Merchant Center Programs page under the 3-dot icon. Continue exploring the various programs by selecting the Learn More option in each card, and express your interest in participating in a program by selecting Get Started.

Updates to existing features: Feed Rules, Diagnostics, and Currency Conversions 

In addition to the user interface changes, we’ve updated some of our most-used Merchant Center features to improve speed and functionality, helping you get your products online more quickly:

  • Feed Rules. In response to feedback we’ve heard from you, we’re updating Feed Rules to more closely align with how we see retailers commonly using the tool today. 
    • Change or update specific values. For example, you can update specific values of the color attribute while keeping other existing color values intact. 
    • Create new values by combining static values and/or values from different attributes in your feed. For example, you can add size type values to your product title values. 
    • Extract values from other attribute values. For example, you can populate a color value by searching in the description attribute for pre-selected values (blue, green, red, yellow) that will be suitable for the color attribute. 
  • Diagnostics page. We’ve increased the freshness of data in the diagnostics page. Now, the latest results from your feed uploads and product updates will be displayed in near-real time instead of twice a day — meaning that you’ll have fresher data to update and optimize your product feeds. 
  • Currency Conversions. Last month, we announced that we were testing currency conversions, which allows you to convert the currency in your product data locally. With the launch of the new Merchant Center, we’re expanding this feature more broadly to let you easily advertise to users in other countries, while allowing you to continue using your existing website and landing pages without change. Learn how Berlin-based myToys is already using currency conversions to increase their sales abroad. 

Source: Official Google Webmasters Blog

Ecommerce Marketing | Google Marketing

Learn From Experts In The AdWords Community

3 August 2016 by

The AdWords Community exists to help advertisers like you improve performance and share best practices. If you haven’t visited the AdWords Community in a while, you might be surprised by what you find. Over the last six months, we’ve made a number of exciting changes. From a new design to expanded content areas, the Google Advertiser Community continues to evolve and help you connect with our experts and improve your performance.

Ask an Expert 

One of the most valuable resources you’ll find on the Community is the experts who frequent the forum on a daily (or even hourly) basis. These experts, part of Google’s Top Contributor program, have years of professional experience with AdWords and a passion for helping fellow Community members succeed.

Most of our Top Contributors have an area of expertise. If you ask a question on the AdWords Community about account automation, you will probably meet Jon Gritton. Jon hails from the UK and runs his own AdWords agency. He is also one of our most tenured AdWords Top Contributors (he’s been answering questions on the forum since 2006!) and our resident AdWords Scripts expert. He has solved well over 800 questions in his time on the AdWords Community.

An Improved Look and Feel 

We also wanted to improve the look and feel of the Community.

  • Using Material Design, the Community now offers the same modern and intuitive experience that’s at the core of our favorite Google apps like Maps, Search, and Gmail. 
  • Managing your advertising isn’t something you only do at your desk, which is why we’re re-designing AdWords for marketing in a mobile-first world. The redesigned Community is also responsive and mobile-friendly—perfect for browsing and resolving questions on the go. 


Go Beyond AdWords 

Finally, we know that AdWords isn’t the only way to promote your business with Google. You can get information about other important Google products on the Community: Google Analytics, Google My Business, Google Partners and Google Small Business.

Get Involved 

Anyone can join the Advertiser Community, post questions and find answers. Visit today to connect with other advertisers.

Source: Official Google Webmasters Blog

Ecommerce Marketing | Google Marketing

AdWords Editor 11.5 Supports Expanded Text Ads, Mobile App Engagement Ads, And More

27 July 2016 by

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 text ads. AdWords Editor lets you create and edit expanded text ads at scale so you can easily migrate all of your standard text ads before this date. To help you get started, check out our best practices guide.

Mobile app engagement ads

Mobile app engagement ads are a great choice if you want to help existing app users take action in your app. You can now create and edit mobile app engagement ads in AdWords Editor, making it easier to reach more of the right app users with the right message.

Import, export, and posting for multiple accounts

We’re always looking for new ways to make managing accounts easier and more efficient. With this latest version of AdWords Editor, you can post changes to multiple accounts at the same time, import a CSV file into multiple accounts, and export more than one account into a single CSV file.

Structured snippet extensions

Structured snippets let you highlight features of a specific product or describe the range of products or services your business offers. AdWords Editor now allows you to create and edit structured snippets at scale.

and much more…

AdWords Editor 11.5 also provides support for filtering by type when downloading campaigns, aggressive targeting optimization for mobile app installs campaigns, multi-column sorting, and enhancements to advanced search. You can learn more about these updates in the AdWords Editor Help Center or download AdWords Editor 11.5 here.

Source: Official Google Webmasters Blog

Ecommerce Marketing | Google Marketing | Youtube Marketing

Surface Your Videos When Viewers Are Looking For What To Watch With TrueView Discovery Ads

21 July 2016 by

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 more relevant ads on search results pages and full inventory coverage across the YouTube app. This means that for the first time ever, TrueView discovery ads will appear on mobile search results. And thanks to our changes to search ad relevance, our experiments show an aggregate 11% increase in CTR.

TrueView discovery ads are such a powerful format because they deliver high engagement – when viewers click on your video, that’s a strong signal that they’re interested in your brand. It’s why on average, users view one additional video from your brand within 24 hours of watching your TrueView discovery ad.1 This format is built for winning over your audience, and guiding them to your content when they’re searching for something great to watch.

Since TrueView discovery ads capture your audience when they’re leaning forward, we see on average TrueView discovery ads drive over 5x more clicks on advertiser-provided calls to action than TrueView in-stream. They’re also great for promoting your longer form content.

Advertisers like Benefit Cosmetics are using TrueView discovery ads to amplify their branded content. In a recent campaign, they used the format to reach viewers as they searched and browsed the latest brow trends. “We wanted to insert ourselves in a way that felt natural and really drove our brand and DNA, but also be incredibly useful to the customer when they’re looking for us,” said Nicole Frusci, Benefit’s vice president of brand and digital marketing. By serving up relevant content on YouTube search results and on related video watch pages, Benefit was able to boost subscriptions to their channel by 20% and drive an additional 663,000 earned views on top of their 1.2M paid views.

But why read all about what makes TrueView discovery ads so great when you can watch a video instead? Take it away, Josh:

These changes will roll out in the next few weeks – keep an eye out in Adwords or DoubleClick Bid Manager – so you can start engaging your most qualified audience at key moments of discovery across YouTube.

Source: Official Google Webmasters Blog

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