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

Google Marketing

Introducing A New Transparency Report For Political Ads

15 August 2018 by

We first launched our Transparency Report in 2010 with the goal of fostering important conversations about the relationship between governments, companies, and the free flow of information on the internet.

Over the years, we’ve evolved the report, adding sections about content removed from Google Search due to European privacy laws, adoption of encryption on websites (HTTPS), and more. And today, we’re adding another new section to our Transparency Report: Political Advertising on Google.

Earlier this year, we took important steps to increase transparency in political advertising. We implemented new requirements for any advertiser purchasing election ads on Google in the U.S.—these advertisers now have to provide a government-issued ID and other key information that confirms they are a U.S. citizen or lawful permanent resident, as required by law. We also required that election ads incorporate a clear “paid for by” disclosure. Now, we’re continuing to roll out new transparency features with the addition of the political advertising report as well as a new political Ad Library.

The new political advertising report shows who buys federal election ads in the U.S., how much money is spent across states and congressional districts on such ads, and who the top advertisers are overall. We designed this report for anyone interested in transparency—the information is searchable and downloadable so that you can easily access and sort through the data. We’re updating the report every week, so as we head into election season, anyone can see new ads that get uploaded or new advertisers that decide to run Google ads.

Meanwhile, our new, searchable election Ad Library shows things like which ads had the highest views, what the latest election ads running on our platform are, and deep dives into specific advertisers’ campaigns. In addition, the data from the report and Ad Library is publicly available on Google Cloud’s BigQuery. Using BigQuery’s API, anyone can write code and run their own unique queries on this data set. Researchers, political watchdog groups and private citizens can use our data set to develop charts, graphs, tables or other visualizations of political advertising on Google Ads services. Together with the Transparency Report, we hope this provides unprecedented, data-driven insights into election ads on our platform.

Even though the political advertising report and Ad Library provide many new insights, we know there is more work to be done. We’re working with experts in the U.S. and around the world to explore tools that capture a wider range of political ads—including ads about political issues (beyond just candidate ads), state and local election ads, and political ads in other countries. We’re also continuing to share our Protect Your Election tools to safeguard campaigns from digital attacks. As we approach the 2018 midterm elections in the U.S, we’ve introduced new tools to help protect political campaigns, provide voters with accurate information, and increase transparency on our platforms, and we’ll continue to do more.

Source: Official Google Webmasters Blog

Google Marketing

Putting Machine Learning Into The Hands Of Every Advertiser

10 July 2018 by

The ways people get things done are constantly changing, from finding the closest coffee shop to organizing family photos. Earlier this year, we explored how machine learning is being used to improve our consumer products and help people get stuff done.

In just one hour, we’ll share how we’re helping marketers unlock more opportunities for their businesses with our largest deployment of machine learning in ads. We’ll explore how this technology works in our products and why it’s key to delivering the helpful and frictionless experiences consumers expect from brands.

Deliver more relevance with responsive search ads

Consumers today are more curious, more demanding, and they expect to get things done faster because of mobile. As a result, they expect your ads to be helpful and personalized. Doing this isn’t easy, especially at scale. That’s why we’re introducing responsive search ads. Responsive search ads combine your creativity with the power of Google’s machine learning to help you deliver relevant, valuable ads.

Simply provide up to 15 headlines and 4 description lines, and Google will do the rest. By testing different combinations, Google learns which ad creative performs best for any search query. So people searching for the same thing might see different ads based on context.

We know this kind of optimization works: on average, advertisers who use Google’s machine learning to test multiple creative see up to 15 percent more clicks.1

Responsive search ads will start rolling out to advertisers over the next several months.

Maximize relevance and performance on YouTube

People watch over 1 billion hours of video on YouTube every day. And increasingly, they’re tuning in for inspiration and information on purchases large and small. For example, nearly 1 in 2 car buyers say they turn to YouTube for information before their purchase.2 And nearly 1 in 2 millennials go there for food preparation tips before deciding what ingredients to buy.3 That means it’s critical your video ads show at the right moment to the right audience.

Machine learning helps us turn that attention into results on YouTube. In the past, we’ve helped you optimize campaigns for views and impressions. Later this year, we’re rolling out Maximize lift to help you reach people who are most likely to consider your brand after seeing a video ad. This new Smart Bidding strategy is also powered by machine learning. It automatically adjusts bids at auction time to maximize the impact your video ads have on brand perception throughout the consumer journey.

Maximize lift is available now as a beta and will roll out to advertisers globally later this year.

Drive more foot traffic with Local campaigns

Whether they start their research on YouTube or Google, people still make the majority of their purchases in physical stores. In fact, mobile searches for “near me” have grown over 3X in the past two years,4 and almost 80 percent of shoppers will go in store when there’s an item they want immediately.5 For many of you, that means driving foot traffic to your brick-and-mortar locations is critical—especially during key moments in the year, like in-store events or promotions.

Today we’re introducing Local campaigns: a new campaign type designed to drive store visits exclusively. Provide a few simple things—like your business locations and ad creative—and Google automatically optimizes your ads across properties to bring more customers into your store.

Local campaigns will roll out to advertisers globally over the coming months.

Get the most from your Shopping campaigns

Earlier this year, we rolled out a new Shopping campaign type that optimizes performance based on your goals. These Smart Shopping campaigns help you hit your revenue goals without the need to manually manage and bid to individual products. In the coming months, we’re improving them to optimize across multiple business goals.

Beyond maximize conversion value, you’ll also be able to select store visits or new customers as goals. Machine learning factors in the likelihood that a click will result in any of these outcomes and helps adjust bids accordingly.

Machine learning is also used to optimize where your Shopping ads show—on Google.com, Image Search, YouTube and millions of sites and apps across the web—and which products are featured. It takes into account a wide range of signals, like seasonal demand and pricing. Brands like GittiGidiyor, an eBay company, are using Smart Shopping campaigns to simplify how they manage their ads and deliver better results. GittiGidiyor was able to increase return on ad spend by 28 percent and drive 4 percent more sales, while saving time managing campaigns.

We’re also adding support for leading e-commerce platforms to help simplify campaign management. In the coming weeks, you’ll be able to set up and manage Smart Shopping campaigns right from Shopify, in addition to Google Ads.

Source: Official Google Webmasters Blog

Google Marketing

Introducing Simpler Brands And Solutions For Advertisers And Publishers

27 June 2018 by

We launched AdWords nearly 18 years ago with a simple goal—to make it easier for people to connect online with businesses. A search for eco-friendly stationery, quilting supplies, or for a service like a treehouse builder gave us an opportunity to deliver valuable ads that were useful and relevant at the moment. That idea was the start of our first advertising product and led to the ads business we have today.

A lot has changed since then. Mobile is now a huge part of our everyday lives. People quickly switch from searching for products, to watching videos, browsing content, playing games and more. As a result, marketers have more opportunities to reach consumers across channels, screens and formats. The opportunity has never been more exciting, but it’s also never been more complex. Over the years, Google ads have evolved from helping marketers connect with people on Google Search, to helping them connect at every step of the consumer journey through text, video, display and more.  

That’s why today we are introducing simpler brands and solutions for our advertising products: Google Ads, Google Marketing Platform, and Google Ad Manager. These new brands will help advertisers and publishers of all sizes choose the right solutions for their businesses, making it even easier for them to deliver valuable, trustworthy ads and the right experiences for consumers across devices and channels. As part of this change, we are releasing new solutions that help advertisers get started with Google Ads and drive greater collaboration across teams.  

Google AdWords is becoming Google Ads 

The new Google Ads brand represents the full range of advertising capabilities we offer today—on Google.com and across our other properties, partner sites, and apps—to help marketers connect with the billions of people finding answers on Search, watching videos on YouTube, exploring new places on Google Maps, discovering apps on Google Play, browsing content across the web, and more.  

For small businesses specifically, we’re introducing a new campaign type in Google Ads that makes it easier than ever to get started with online advertising. It brings the machine learning technology of Google Ads to small businesses and helps them get results without any heavy lifting—so they can stay focused on running their businesses. To learn more, visit this post.

We’ll introduce more new campaign types at Google Marketing Live. Sign up to watch the livestream on July 10.

Stronger collaboration with Google Marketing Platform

We’re enabling stronger collaboration for enterprise marketing teams by unifying our DoubleClick advertiser products and the Google Analytics 360 Suite under a single brand: Google Marketing Platform. 

We’ve heard from marketers that there are real benefits to using ads and analytics technology together, including a better understanding of customers and better business results. Google Marketing Platform helps marketers achieve their goals by building on existing integrations between the Google Analytics 360 Suite and DoubleClick Digital Marketing. The platform helps marketers plan, buy, measure and optimize digital media and customer experiences in one place. To learn more, visit the Google Marketing Platform blog.

As part of Google Marketing Platform, we’re announcing Display & Video 360. Display & Video 360 brings together features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center to allow creative, agency, and media teams to collaborate and execute ad campaigns end-to-end in a single place. We’ll share more details about Display & Video 360 in the coming weeks, including a demo during the keynote at Google Marketing Live.

Google Ad Manager: A unified platform

We recognize that the way publishers monetize their content has changed. With people accessing content on multiple screens, and with advertisers’ growing demand for programmatic access, publishers need to be able to manage their businesses more simply and efficiently. That’s why for the last three years, we’ve been working to bring together DoubleClick for Publishers and DoubleClick Ad Exchange in a complete and unified programmatic platform under a new name–Google Ad Manager. 

With this evolution, we’re excited to do even more for our partners—earning them more money, more efficiently, wherever people are watching videos, playing games or engaging with content, and however advertisers are looking to work with them. To learn more, visit the Google Ad Manager blog.

Transparency and controls people can trust

We know that the media and technology advertisers and publishers choose to use impacts the relationships they have with their customers. As always, our commitment is to ensure that all of our products and platforms set the industry’s highest standard in giving people transparency and choice in the ads they see. For example, we recently announced new Ads Settings and expanded Why this ad? across all of our services, and almost all websites and apps that partner with us to show ads.

Source: Official Google Webmasters Blog

Ecommerce Marketing | Google Marketing

New Innovations Remove Friction From Discovering Products In-Store And Online

12 June 2018 by

Driven by rapid changes in technology and mobile, consumer expectations continue to rise at an unrelenting pace. There are brand new ways for people to find and engage with businesses, and it’s becoming critical for marketers to remove friction at every step of the consumer journey. This morning at Search Marketing Expo Advanced, we made three announcements for marketers and retailers including:

1. New innovations to highlight your physical locations

Almost 80% of shoppers will go in-store when they have an item they want immediately.1 To help capture this demand, we’re expanding affiliate location extensions to video campaigns on YouTube– on top of Search and Display campaigns. This helps brand manufacturers drive and measure foot traffic to nearby retail stores and auto dealers that sell their products. We’ve seen that adding affiliate location extensions to TrueView in-stream and bumper ads can increase the clickthrough rate by over 15%.2

New local catalog ads on Display will also roll out to all advertisers by the end of the month to help shoppers discover what you sell, then visit your store. One-third of shoppers say finding inspiration is something they enjoy most about shopping.3 This interactive experience highlights a hero image and your inventory in an easy-to-scroll, mobile layout that helps shoppers explore your products. It also features in-store availability and detailed pricing information. This new format can complement your traditional print campaigns – including catalogs, flyers, and circulars – with the added audience and measurement benefits of digital ads.

Boulanger is one of the largest electronics and appliances retailers in France. The retail brand had a special promotional event for Spring 2018, so it turned to local catalog ads to boost its sales. Boulanger showcased a cheerful lifestyle image, a message welcoming the season and products carefully curated for local in-store promotion. With help from both click-based and impression-based store visits* (launched in March), the campaign drove over 20K visits to its stores, delivering a return of 42 times its investment on ad spend.

*Store visits are estimates based on aggregated, anonymized data from a sample set of users who have turned on Location History.

Onboarding to both local catalog ads and local inventory ads is now much easier for retailers of all sizes with the new local feed partnership program. The new program allows point-of-sale or inventory data providers, like Cayan, Pointy, Linx, and receipts, to provide sales and inventory data to Google on behalf of merchants, so they don’t have to create their own local product feeds. As an additional benefit, retailers can showcase their local inventory for free on the “See What’s In Store” feature on the search knowledge panel.

2. Competitive pricing insights to help deliver better sales results

Beyond availability of products in store, we know that price is also a top consideration for consumers. New price benchmarks in AdWords reporting will be available soon to show Shopping advertisers how other retailers are pricing the same products. You can use these pricing insights to inform your bidding strategy when you have price-competitive products to promote, to influence pricing strategy with your merchandising teams, or to troubleshoot performance drops due to competitors’ pricing.

For example, let’s say you find that you’re selling a sweater for $40 while most retailers are selling the same sweater for $60. You may choose to bid upon this sweater because your product is more price-competitive in the current market and will appeal to more potential customers.

3. Updates for our Shopping Actions program

Consumers continue to be open to new ways of discovering and buying products. Today at SMX Advanced, we shared an update on Shopping Actions, the program we launched in March to give consumers an easy way to complete the purchase from retailers, while on Google platforms like Search, the Assistant, or by voice.

Since its launch, thousands of retailers have requested to join through our interest form, and more than 70 retailers are live on the program today. Early testing indicates that participating retailers on average see an increase in total clicks and conversions at a lower overall cost per click and conversion, compared to running Shopping ads alone.4

As always, SMX Advanced is an exciting event that brings leading marketers together. We hope you’ll join us in our Learn with Google Classroom to connect and hear more about how these new products can help you grow your business.

Source: Official Google Webmasters Blog

Ecommerce Marketing | Google Marketing

Faster, Safer And Better Ad Experiences For Consumers

17 May 2018 by

Consumers have high expectations for faster, safer, and better digital experiences. This means it’s more important than ever for brands to deliver on these expectations.

At Google, we’re building new innovations to help AdWords advertisers design the best web experiences for your customers.

Speed: Improvements to click measurement

Speed matters. In fact, a one-second delay in mobile page load can decrease conversions up to 20%.1 That’s why we announced support for Accelerated Mobile Pages (AMP) as landing pages in AdWords and developed new tools like the Mobile Speed Scorecard and the Impact Calculator. With just a few inputs, this tool estimates the revenue impact that can result from improving the speed of your mobile website.

Another way we’re improving mobile site speed is parallel tracking (blog | help center) — which was introduced earlier this year for advertisers using click measurement systems. How does this improve speed? After an ad click, web browsers will process click measurement requests in the background, helping people reach your site up to several seconds faster.2 This creates better user experiences, leading to more conversions and less budget spent on bounced clicks.

Starting October 30, 2018, parallel tracking will be required for all AdWords accounts. To get a jump start, you can now opt in your Search Network and Shopping campaigns. And even if you don’t intend to turn it on today, you should start talking with your click measurement providers to ensure that they are ready for this change. Doing so, ensures there’s no disruption to your click measurement system.

If you’ve confirmed that your click measurement system is already compatible, you can opt in from your account-level “Settings” page in the “Tracking” section. Learn more

Security: Focus on HTTPS

You want your customers to have a safe and secure experience, every time they engage with your website. But too many brands still use unencrypted HTTP to send users to their landing pages. That’s why Google strongly advocates that sites adopt HTTPS encryption, the industry standard for ensuring the security and integrity of data traveling between the browser and the website.

Over the last year, Chrome has marked an increasingly large set of HTTP pages as “not secure.” Beginning in July 2018 with the release of Chrome 68, Chrome will mark all HTTP pages as “not secure.”

To make sure your users continue to have the best possible landing page experience, we’ve taken a few extra steps:

  • Enabled HTTP Search ad clicks to automatically be redirected to HTTPS when we know that your site prefers HTTPS, which we will begin rolling out the week of June 11.
  • Launched Ad version history to allow advertisers to update your landing page URLs from HTTP to HTTPS without resetting all of your performance statistics. 
  • Will start to warn advertisers in AdWords when you’re using less secure HTTP addresses for landing pages, in the next few weeks.

We hope that these innovations will help people browse more quickly, confidently, and securely.

Source: Official Google Webmasters Blog

Google Marketing

Supporting Election Integrity Through Greater Advertising Transparency

4 May 2018 by

Last year, Google committed to make political advertising more transparent. This week, we’re rolling out new policies for U.S. election ads across our platforms as we work to meet those commitments.

As a first step, we’ll now require additional verification for anyone who wants to purchase an election ad on Google in the U.S. and require that advertisers confirm they are a U.S. citizen or lawful permanent resident, as required by law. That means advertisers will have to provide a government-issued ID and other key information. To help people better understand who is paying for an election ad, we’re also requiring that ads incorporate a clear disclosure of who is paying for it.  

There’s more to come. This summer, we’ll also release a new Transparency Report specifically focused on election ads. This Report will describe who ​is ​buying ​election-related ​ads ​on ​our ​platforms ​and ​how ​much ​money ​is being spent. We’re also building a searchable library for election ads, where anyone can find election ads purchased on Google and who paid for them.

As we learn from these changes and our continued engagement with leaders and experts in the field, we’ll work to improve transparency of political issue ads and expand our coverage to a wider range of elections.

Our work on elections goes far beyond improving policies for advertising. We’re investing heavily in keeping our own platforms secure and working with campaigns, elections officials, journalists, and others to help ensure the security of the online platforms that they depend on. In addition to the industry-leading protections in our consumer products, we’ve developed a range of Protect Your Election tools with Alphabet’s Jigsaw that are specifically tailored for people who are at particularly high risk of online attacks.

Yesterday, we announced improvements to one such product. Google’s Advanced Protection Program, our strongest level of account security for those who face increased risk of sophisticated phishing attacks sent to their email address, now supports Apple’s native applications on iOS devices, including Apple Mail, Calendar and Contacts. We expect this will help more campaigns and officials who are often the targets of sophisticated phishing attacks.

We are also working across the industry and beyond to strengthen protections around elections. We’ve partnered with the National Cyber Security Alliance and Digital Democracy Project at the Belfer Center at Harvard Kennedy School to fund security training programs for elected officials, campaigns, and staff members. We are also supporting the “Disinfo Lab” at the Kennedy School’s Shorenstein Center, which will employ journalists to leverage computational tools to monitor misinformation in the run-up to and during elections.

For over a decade we’ve built products that provide information about elections around the world, to help voters make decisions on the leadership of their communities, their cities, their states, and their countries. We are continuing that work through our efforts to increase election advertising transparency, improve online security for campaigns and candidates, and help combat misinformation.  Stay tuned for more announcements in the coming months.

Source: Official Google Webmasters Blog

Ecommerce Marketing | Google Marketing | Youtube Marketing

A New Video Format To Reach People Across The Mobile Web And Apps

17 April 2018 by

Over the last year, we’ve been working on a way to extend the reach of your video campaigns to people beyond YouTube, especially as they spend more and more time interacting with apps and sites on their mobile devices. Starting today, you can use out-stream video ads, a new format built exclusively for mobile environments, to reach more potential customers with your video creativity.

Outstream ads drive incremental, cost-efficient and viewable reach beyond YouTube. Ads show on Google video partners, which are high-quality publisher websites and mobile apps where you can show video ads, including TrueView in-stream and Bumper ads. When outstream video ads come into view on a mobile screen, they begin to play with sound off. After that, a user can tap the ad to turn sound on and restart the video from the beginning, or simply keep scrolling.

In every context, an ad needs the opportunity to be seen in order to drive impact, which is why our outstream video ads are charged on viewable CPM. This means that every impression you pay for has been on screen and viewable (as measured by MRC standards). In addition to Active View and unique reach reporting, you can use brand interest lift to measure incremental interest in your brand or product as assessed by an increase in organic searches on Google.com or YouTube.

Outstream video ads complement our efficient reach solutions for YouTube: TrueView for reach and Bumper ads. Now, you can reach even more of your audience across the mobile web and apps with a video ad designed for the ways people read, play, swipe, and scroll on mobile.

Advertisers like Hong Kong Tourism board are already using out-stream video ads to increase awareness and cost-efficient reach. Tina Chao, General Manager, Marketing, says, “To build awareness for Hong Kong as a travel destination, the Hong Kong Tourism Board used out-stream video ads to reach a broad set of potential travelers across Asia. Outstream video ads delivered strong results for our global brand campaign: 30% incremental reach with a 40% lower cost per completed video view and 85% lower CPM.”

Source: Official Google Webmasters Blog

Google Marketing

Helping Publishers Recover Lost Revenue From Ad Blocking

16 April 2018 by

Today, the majority of the internet is supported by digital advertising. But bad ad experiences—the ones that blare music unexpectedly, or force you to wait 10 seconds before you get to the page—are hurting publishers who make the content, apps, and services we use every day. When people encounter annoying ads, and then decide to block all ads, it cuts off revenue for the sites you actually find useful. Many of these people don’t intend to defund the sites they love when they install an ad blocker, but when they do, they block all ads on every site they visit.  

Last year we announced Funding Choices to help publishers with good ad experiences recover lost revenue due to ad blocking. While Funding Choices is still in beta, millions of ad blocking users every month are now choosing to see ads on publisher websites, or “whitelisting” that site, after seeing a Funding Choices message. In fact, in the last month over 4.5 million visitors who were asked to allow ads said yes, creating over 90 million additional paying page views for those sites.

Over the coming weeks, we’re expanding Funding Choices to 31 additional countries, giving publishers the ability to ask visitors from those countries to choose between allowing ads on a site, or purchasing an ad removal pass through Google Contributor. Also, we’ve started a test that allows publishers to use their own proprietary subscription services within Funding Choices.

How Funding Choices works

Funding Choice gives publishers a way to have a conversation with their site visitors through custom messages they can use to express how ad blocking impacts their business and content. When a visitor arrives at a site using an ad blocker, Funding Choices allows the site to display one of three message types to that user:

A dismissible message that doesn’t restrict access to content:

A dismissible message that counts and limits the number of page views that person is allowed per month, as determined by the site owner before the content is blocked.

Or, a message that blocks access to content until the visitor chooses to allow ads on the site, or to pay to access the content with either the site’s proprietary subscription service or a pass that removes all ads on that site through Google Contributor.

On average, publishers using Funding Choices are seeing 16 percent of visitors allow ads on their sites with some seeing rates as high as 37 percent.

Ad blockers designed to remove all ads from all sites are making it difficult for publishers with good ad experiences to maintain sustainable businesses. Our goal for Funding Choices is to help publishers get paid for their work by reducing the impact of ad blocking on them, and we look forward to continuing to expand the product availability.

Source: Official Google Webmasters Blog

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