Google Marketing

Next Steps To Ensure Transparency, Choice, And Control In Digital Advertising

August 22, 2019 by

Ads play a major role in sustaining the free and open web. They underwrite the great content and services that people enjoy and support a diverse universe of creators and publishers. But the ad-supported web is at risk if digital advertising practices don’t evolve to reflect people’s changing expectations around how data is collected and used. 

The mission is clear: we need to ensure that people all around the world can continue to access ad supported content on the web while also feeling confident that their privacy is protected. As we shared in May, we believe the path to making this happen is also clear: 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. 

Working together across the ecosystem

The web ecosystem is complex—it includes users, publishers, advertisers, technology and service providers, advocacy groups, regulatory bodies and more. We’ve seen that approaches that don’t account for the whole ecosystem—or that aren’t supported by the whole ecosystem—will not succeed. For example, efforts by individual browsers to block cookies used for ads personalization without suitable, broadly accepted alternatives have fallen down on two accounts. 

First, blocking cookies materially reduces publisher revenue. Based on an analysis of a randomly selected fraction of traffic on each of the 500 largest Google Ad Manager publishers globally over the last three months, we evaluated how the presence of a cookie affected programmatic revenue. Traffic for which there was no cookie present yielded an average of 52 percent less revenue for the publisher than traffic for which there was a cookie present. Lower revenue for traffic without a cookie was consistent for publishers across verticals—and was especially notable for publishers in the news vertical. For the news publishers in the studied group, traffic for which there was no cookie present yielded an average of 62 percent less revenue than traffic for which there was a cookie present.1

Second, broad cookie restrictions have led some industry participants to use workarounds like fingerprinting, an opaque tracking technique that bypasses user choice and doesn’t allow reasonable transparency or control. Adoption of such workarounds represents a step back for user privacy, not a step forward.

Exploring new privacy-forward standards for the web

Today, Chrome shared an update on their efforts to explore new foundational technologies for the web that will deliver on the vision laid out above—widespread access to free content and strong privacy for users. Chrome has offered a number of preliminary proposals to the web standards community in areas such as conversion measurement, fraud protection and audience selection. The goal of these proposals is to promote a dialog on ways browsers could advance user privacy, while still ensuring publishers can earn what they need to fund great content and user experiences, and advertisers can deliver relevant ads to the right people and measure their impact.

Getting the web standards community to work on developing a new set of technologies is a tall order, but it’s not unprecedented. The community has worked together on a number of similar challenges over the years—such as gaining consensus to phase out browser plug-ins and reaching agreement to move away from Flash. We expect this will take years, not months, and we don’t anticipate any near-term changes to how our ads products work on Chrome. But this is important work and we support the effort. 

Pursuing a new level of ads transparency and user control

While Chrome explores new technologies for the web, we’re also acting on the commitment we made in May of this year to increase the transparency of digital ads and offer users more control. Over the past few months, we’ve been listening to feedback from users and partners, and have arrived at an initial proposal to give people more visibility into and control of the data used for advertising. We’ve begun sharing this proposal for discussion to key industry and stakeholder groups and we’re eager to hear and incorporate feedback.

Whether it’s working with the standards community to explore a new set of technologies, or getting feedback from participants across the digital ads industry on a proposal to increase transparency and offer users more control, Google is committed to partnering with others to raise the bar for how data is collected and used. Only by working together can we define and implement new practices that result in better, more privacy-focused experiences for users while addressing the requirements of publishers and advertisers that fund and ensure access to free content on the web.

Source: Official Google Webmasters Blog

Google Marketing

Growing In-App Viewability Coverage With Open Measurement

August 15, 2019 by

People are spending more time on their mobile phones, especially in apps, and move across screens frequently. As people’s usage of mobile apps has grown, so has the importance of standardizing the way viewability is measured on mobile devices.

Today we’re sharing how we’ve made in-app inventory more measurable through the IAB Tech Lab’s Open Measurement standard. Integrating the Open Measurement Software Development Kit (SDK) into both our Google Mobile Ads (GMA) and Interactive Media Ads (IMA) SDKs has allowed us to enable Open Measurement on 85+ percent of in-app display and video impressions on Google AdMob and Google Ad Manager publishers. This means that buyers of this inventory can now take viewability measurements using solutions like Integral Ad Science, DoubleVerify, Comscore, and Moat in addition to measurement that was previously available with Active View.  

“IAB Tech Lab’s Open Measurement (OM) initiative makes it easier for ad buyers and sellers to work together for viewability measurement and other verification needs,” said Dennis Buchheim, Executive Vice President and General Manager, IAB Tech Lab. “The sell-side has been adopting OM quickly, and we ask brands, agencies, and Demand Side Platforms (DSPs) to get more active and take advantage of what OM offers.” 

Advertisers can get started today by appending Open Measurement enabled tags from their viewability vendor of choice to their creatives.

Measurement vendors are lauding this development as progress for a more measurable future. Joseph Ranzenbach, Director of Product Management, IAS says, “Google’s adoption of the Open Measurement SDK is a huge step in moving the industry forward and creating more transparency for advertisers.” Sumit Shukla, SVP, Strategic Partnerships, Comscore says, “It’s important for Brands to consistently measure viewability across the entirety of their media buys. With Comscore’s cross-platform campaign measurement as a trusted market currency, this close partnership with Google further helps Brands measure what matters.”  

Viewability measurement unlocks high-performing In-app inventory for advertisers

Viewability continues to be an integral part of measuring ad effectiveness—it helps advertisers understand if their ad had the opportunity to be seen and it helps publishers offer more high-quality inventory.

In-app viewability means that advertisers can confidently take advantage of this high-value inventory. In 2018 we worked with Ipsos MORI to understand the impact of in-app advertising and found it was successful in driving action. People were 50 percent more likely to interact with a brand, buy a product or service, follow a call-to-action or recommend a brand to their family or friends after seeing its ad in an app, compared with those who saw it via a browser. Display & Video 360 customers can now confidently extend their brand campaigns to apps knowing they are able to measure ad viewability at the impression level as they would in other environments.

Publishers like Pandora recognize the importance of holistic viewability measurement. Maria Breza, VP, Ad Quality Measurement and Audience Data Operations at Pandora said, “Advertisers should be able to seamlessly use one viewability provider to measure their buys across all publishers and platforms. Open Measurement has allowed Pandora to make this a reality for our clients with less latency, less maintenance and more stability.”

What’s next for Open Measurement

We’re continuing to work with the IAB’s Tech Lab Open Measurement Working Group to expand Open Measurement to use cases beyond viewability, as well as to other environments such as web video. We believe Open Measurement has the potential to create a more transparent and accountable digital media ecosystem across all screens. Reach out to your measurement partners and Google representative to find out how you can take advantage of this new measurement technology.

Source: Official Google Webmasters Blog

Google Marketing

Google Marketing Live: Building For The New Consumer Journey

May 14, 2019 by

Today, mobile phones allow people to engage more often, in more ways, and from more places than ever. This means the once linear path from discovery to consideration to purchase has not only evolved but is always evolving.

Consider a woman from a recent study, who spent 73 days and interacted with more than 250 touchpoints (searches, video views, and page views) before purchasing a single pair of jeans. She visited several blogs, browsed large merchant sites, searched for local retailers, and watched product reviews on YouTube. Like many of today’s consumers, she wanted to enjoy her time shopping, engaged with brands that inspired her, and narrowed limitless choices before picking the perfect pair.

In a world where we have less time and more options, it’s crucial for brands to anticipate what consumers need in order to stand out. But just because the customer journey is complex doesn’t mean delivering useful experiences has to be. Whether you’re a scrappy entrepreneur or a large company, your marketing goals remains the same: reaching people at the right moments with the right offer.

At Google Marketing Live, you’ll hear directly from our ads teams about the latest products designed to help you do just that. We’ll show how ads can be there, be useful, and be responsible—unlocking more opportunities for you to connect with your customers and grow your business. Join us live today at 9am PT (12pm ET): g.co/marketinglive and get a front row seat for our biggest announcements. 

Get discovered in more places

People turn to Google to communicate, find answers and stay entertained. And increasingly, they’re swiping and scrolling through feeds as part of that journey—whether it’s browsing videos in the YouTube home feed, checking timely offers in the Gmail Promotions tab or swiping through Discover to catch up on the latest news. These are opportunities for brands to engage them when it matters.

In a recent Google / Ipsos study, we saw that 76 percent of consumers enjoy making unexpected discoveries when shopping. And 85 percent of consumers will take a product-related action within 24 hours of discovering a product: reading reviews, comparing prices or purchasing the product—sometimes all at once!

Today, we’re introducing Discovery ads. Rolling out to all advertisers globally later this year, Discovery ads are a new way to reach people across Google properties in the moments when they’re open to discovering your products and services.

  • Rich and relevant creative: Inspire consumers with an open canvas showcasing your brand or products in a swipeable image carousel, rendered natively across each Google property.
  • Results: By combining this incredible reach and creative canvas with Google’s understanding of intent, you can be confident you’re anticipating what your customers want and delivering the results you care about.
  • Unmatched reach: Reach hundreds of millions of people across the YouTube home feed, the Gmail Promotions and Social tabs, and the feed-in Discover using a single campaign.

“Discovery has created a great opportunity for us to easily drive growth at scale for our brands beyond what we thought was possible with Google,” says Daniel Pahl, VP of Media and Acquisition at TechStyle. “It’s definitely outperformed my expectations in driving high-value leads and signups. We’re now able to inspire a completely new audience to action.”

Indeed, high-quality creative can be a great way to showcase your brand and set your products and services apart by highlighting what it’s like to use them. That’s why later this year we’re launching Gallery ads: a new search ads format that brings more of your content to the Search results page. By combining search intent with a more interactive visual format, gallery ads make it easier for you to communicate what your brand has to offer. We’ve found that, on average, ad groups including one or more gallery ad have up to 25 percent more interactions—paid clicks or swipes—at the absolute top of the mobile Search results page.

And when it comes to getting ideas and inspiration, hundreds of millions of people enter shopping-related queries on Google each day. According to our data, about 60% of those shopping queries are from users browsing a category or brand – like “Max Mara dress” or “living room decor ideas.” So today, we’re bringing Showcase Shopping ads—a highly visual ad format that incorporates rich lifestyle imagery into your Shopping ads—to even more surfaces like Google Images and the feed on Discover—places where we know people are looking for inspiration and ideas.

The new Google Shopping

This year we’re unveiling a redesigned Google Shopping experience with new, immersive ways for shoppers to discover and compare millions of products from thousands of stores. When they’re ready to buy, they can choose to purchase online, in a nearby store, and now directly on Google. For retailers and brands, it brings together ads, local and transactions in one place to help them connect with consumers across their shopping journey.

Shoppers will have a personalized homepage on the Shopping tab where they can filter based on features they care about and brands they love, read reviews, and even watch videos about the products. For example, if they’re looking for headphones, they can filter for wireless and the brand they’re looking for.

The blue shopping cart on the item shows shoppers they can purchase what they want with simple returns and customer support, backed by a Google guarantee. People can buy confidently, knowing Google is there to help if they don’t get what they were expecting, their order is late, or they have issues getting a refund. With this new experience, we’re merging the best of Google Express with Google Shopping.

If you’re a Shopping Actions merchant, your products will automatically be part of this new easy purchase experience on Google Shopping, Google.com and the Google Assistant. Later this year, we’ll expand Shopping Actions to other Google surfaces including YouTube and Google Images.

Frictionless Mobile Experiences

For many of you, your businesses span mobile web and apps, and directing your customer to the right experience is critical to acquiring new customers and building loyalty with existing ones.

That’s why, over the next few weeks, we’ll enable app deep linking from Google Ads and offer more robust reporting across web and apps. Your app users will be taken directly from your Search, Display and Shopping ads directly to the relevant page in your mobile app, if they have your app already installed. This means your customers will be able to complete their desired action—buy something, book a trip or order food delivery—in a way that’s optimized for the destination that drives the highest value for your brand. This delivers a better experience for your loyal customers while improving insight and measurement for you.

Early tests have been promising—on average, deep linked ad experiences drove 2X the conversion rates.

Magalu, one of Brazil’s largest retail companies, is seeing the benefits of this first-hand. Magalu recognized that its app was growing in popularity. By enabling deep linking, loyal customers who tapped on a Magalu ad were taken directly to the mobile app they already have installed, resulting in more than 40 percent growth in overall mobile purchases.

Tune in to see more!

Join us today at 9am PT (12pm ET) for even more announcements, consumer insights, and in-depth looks at how to use our latest products. Whether you’re joining us in San Francisco or watching at home on the live stream, we’re grateful and honored to be on this journey with you. See you at Google Marketing Live!

Source: Official Google Webmasters Blog

Google Marketing

Gathering Insights In Google Analytics Can Be As Easy As A-B-C

April 15, 2019 by

Today’s customers are deeply curious, searching high and low for information about a product before making a purchase. And this curiosity applies to purchases big and small—just consider the fact that mobile searches for “best earbuds” have grown by over 130 percent over the last two years. (Google Data, US, Oct 2015 – Sep 2016 vs. Oct 2017 – Sep 2018. ) To keep up with this curious customer, marketers are putting insights at the center of the strategy so that they can understand customers’ intentions and deliver a helpful, timely experience.

In our new guide about linking Google Analytics and Google Ads, we explore the broad range of reports available in Analytics. These reports give you crucial insights about the customer journey that can then be used to inform your campaigns in Google Ads. Here’s what you should know about the A-B-Cs of reporting.

Acquisition reports

How did your customers end up on your site in the first place? Acquisition reports answer this question, offering insights about how effectively your ads drive users to your site, which keywords and search queries are bringing new users to your site, and much more. This video gives you a quick overview of how Acquisition reports work.  

Behavior reports

How do you users engage with your site once they visit? Behavior reports give you valuable insights about how users respond to the content on your site. You can learn how each page is performing, what actions users are taking on your site, and much more about the site experience. Learn more about behavior reporting here.

Conversion reports

What path are users taking towards conversion? Conversion reporting in Analytics gathers valuable insights about those actions that are important to the success of your business—such as a purchase or completed sign-up for your email newsletter. Goal Flow reports help you see how a user engages as they move toward a conversion while Ecommerce reports are specifically designed to deliver insights for sites centered around purchases.

Reports open up a world of actionable insights that help you deeply understand and then quickly enhance a customer journey that is more complex than ever.

Missed the other posts in this series? Catch up now to read how creating effective campaigns for the modern customer journey can be achieved by bringing Google Analytics and Google Ads together.

And, download our new guide and learn how getting started with these reports is easy as A-B-C.

Source: Official Google Webmasters Blog

Google Marketing

Google Analytics And Google Ads: A Powerful Pairing

April 2, 2019 by

Today’s customer journey doesn’t follow a standard path—it’s diverse, non-linear, and always evolving. Consumers conduct research about products across a variety of devices—and marketers are looking for ways to deliver experiences that meet consumers’ rising expectations. For many marketers, the solution lies in gaining a deeper understanding of the customer journey. The integration between Google Analytics and Google Ads helps you accomplish this.
Once linked together, Google Analytics and Google Ads form a powerful partnership—and our new guide explores the ways this integrated solution can help you unlock deeper insights, create smarter marketing, and drive better business outcomes.

Insights-driven marketing

Linking Google Analytics and Google Ads put your insights and ad creation side by side, helping you better understand how effectively your ads are leading to conversions. You can then adjust ad creative based on these insights, delivering informed marketing that leads to more conversions.

Optimized bidding

Once you link Google Analytics and Google Ads, you can access a new set of reports about your Google Ads campaigns right in your Analytics account, helping you better understand what happens after a customer clicks an ad. For instance, you might find that certain keywords are leading to more conversions—and now you can focus your bidding on those high-performing keywords.

Customized messaging

When Google Analytics and Google Ads are working together, you can share Analytics audiences with Google Ads to deliver messaging tailored to different groups of customers. For instance, you can make an audience of users who filled a cart on your website but abandoned their cart before completing a purchase. You can then create a campaign in Google Ads and focus it on these cart abandoners—driving more conversions in the process.

Advanced machine learning

Machine learning-powered capabilities in Analytics answer important questions about your audience. For instance, you can ask Analytics questions in a plain language such as “How much time on average are mobile users spending on my site’s homepage?” and get an answer back quickly. You can also use machine learning to find a list of your most valuable customers with Smart Lists—then dynamically adjust your Google Ads campaigns to reach these customers.

Source: Official Google Webmasters Blog

Ecommerce Marketing | Google Marketing

Enabling A Safe Digital Advertising Ecosystem

March 14, 2019 by

Google has a crucial stake in a healthy and sustainable digital advertising ecosystem—something we’ve worked to enable for nearly 20 years. Every day, we invest significant team hours and technological resources in protecting the users, advertisers, and publishers that make the internet so useful. And every year, we share key actions and data about our efforts to keep the ecosystem safe by enforcing our policies across platforms.

Dozens of new ads policies to take down billions of bad ads

In 2018, we faced new challenges in areas where online advertising could be used to scam or defraud users offline. For example, we created a new policy banning ads from for-profit bail bond providers because we saw evidence that this sector was taking advantage of vulnerable communities. Similarly, when we saw a rise in ads promoting deceptive experiences to users seeking addiction treatment services, we consulted with experts and restricted advertising to certified organizations. In all, we introduced 31 new ads policies in 2018 to address abuses in areas including third-party tech support, ticket resellers, cryptocurrency and local services such as garage door repairmen, bail bonds and addiction treatment facilities.

We took down 2.3 billion bad ads in 2018 for violations of both new and existing policies, including nearly 207,000 ads for ticket resellers, over 531,000 ads for bail bonds, and approximately 58.8 million phishing ads. Overall, that’s more than six million bad ads, every day.

As we continue to protect users from bad ads, we’re also working to make it easier for advertisers to ensure their creatives are policy compliant. Similar to our AdSense Policy Center, next month we’ll launch a new Policy manager in Google Ads that will give tips on common policy mistakes to help well-meaning advertisers and make it easier to create and launch compliant ads.

Taking on bad actors with improved technology

Last year, we also made a concerted effort to go after the bad actors behind numerous bad ads, not just the ads themselves. Using improved machine learning technology, we were able to identify and terminate almost one million bad advertiser accounts, nearly double the amount we terminated in 2017. When we take action at the account level, it helps to address the root cause of bad ads and better protect our users.

In 2017, we launched new technology that allows for more granular removal of ads from websites when only a small number of pages on a site are violating our policies. In 2018, we launched 330 detection classifiers to help us better detect “badness” at the page level—that’s nearly three times the number of classifiers we launched in 2017. So while we terminated nearly 734,000 publishers and app developers from our ad network, and removed ads completely from nearly 1.5 million apps, we were also able to take more granular action by taking ads off of nearly 28 million pages that violated our publisher policies. We use a combination of manual reviews and machine learning to catch these kinds of violations.

Addressing key challenges within the digital ads ecosystem

From reports of “fake news” sites, to questions about who is purchasing political ads, to massive ad fraud operations, there are fundamental concerns about the role of online advertising in society. Last year, we launched a new policy for election ads in the U.S. ahead of the 2018 midterm elections. We verified nearly 143,000 election ads in the U.S. and launched a new political ads transparency report that gives more information about who bought election ads. And in 2019, we’re launching similar tools ahead of elections in the EU and India.

We also continued to tackle the challenge of misinformation and low-quality sites, using several different policies to ensure our ads are supporting legitimate, high-quality publishers. In 2018, we removed ads from approximately 1.2 million pages, more than 22,000 apps, and nearly 15,000 sites across our ad network for violations of policies directed at misrepresentative, hateful, or other low-quality content. More specifically, we removed ads from almost 74,000 pages for violating our “dangerous or derogatory” content policy and took down approximately 190,000 ads for violating this policy. This policy includes a prohibition on hate speech and protects our users, advertisers, and publishers from hateful content across platforms.  

Source: Official Google Webmasters Blog

Ecommerce Marketing | Google Marketing

Grow Your Games Business With Ads

March 13, 2019 by

There’s so much that goes into building a great mobile game. Building a thriving business on top of it? That’s next level. Today, we’re announcing new solutions to increase the lifetime value of your players. Now, it’s easier than ever to re-engage your audience and take advantage of a new, smarter approach to monetization.

Help inactive players rediscover your game

Let’s face it, the majority of players you acquire aren’t going to continue engaging with your game after just a handful of days. One of the biggest opportunities you have to grow your business is to get those inactive players to come back and play again.

We’re introducing App campaigns for engagement in Google Ads to help players rediscover your game by engaging them with relevant ads across Google’s properties. With App campaigns for engagement, you can reconnect with players in many different ways, such as encouraging lapsed players to complete the tutorial, introducing new features that have been added since a player’s last session, or getting someone to open the game for the first time on Android (which only Google can help with).

Learn more about it here or talk to your Google account representative if you’re interested in trying it out.

Generate revenue from non-spending players

Acquiring and retaining users is important, but retention alone doesn’t generate revenue.  Our internal data shows that, on average, less than four percent of players will ever spend on in-app items. One way to increase overall revenue is through ads. However, some developers worry that ads might hurt in-app purchase revenue by disrupting gameplay for players who do spend. What if you could just show ads to the players who aren’t going to spend in your app? Good news—now you can.

We’re bringing a new approach to monetization that combines ads and in-app purchases in one automated solution. Available today, new smart segmentation features in Google AdMob use machine learning to segment your players based on their likelihood to spend on in-app purchases.

Ad units with smart segmentation will show ads only to users who are predicted not to spend on in-app purchases. Players who are predicted to spend will see no ads, and can simply continue playing.  Check it out by creating an interstitial ad unit with smart segmentation enabled.

Source: Official Google Webmasters Blog

Ecommerce Marketing | Google Marketing | Youtube Marketing

App Campaigns Make Their Landing: Introducing A Simpler Name For Google’s App Ad Solution

February 20, 2019 by

People reach for their mobile phones throughout the day for help getting things done. And it’s often a mobile app that delivers what they need—whether it’s a new pair of rain boots or a puzzle game to pass the time during a commute.

Universal App campaigns help connect your app with more of these app-happy consumers. Today, we are simplifying the name of “Universal App campaigns” to “App campaigns.” This move will not affect campaign features or functionality, and there’s no action required for existing app promotion customers.

App campaigns will join Search, Display, Video, Shopping and Smart as the top-level campaign names available in Google Ads.

App campaigns use Google’s machine learning technology to help you find the users that matter most to you, based on your defined business goals—across Google Search, Play, YouTube, and over three million sites and apps—all from one campaign.

To date, App campaigns have delivered unprecedented results for the developer community—helping drive more than 17 billion app installs, according to Google Internal data from 2019. We hope this more direct name will help advertisers and developers get started with Google Ads and select the right campaign type for their business goals.

You’ll start to see these changes roll out over the next month. We’ll talk more about this change—and other new App ad innovations—at the Game Developers Conference in San Francisco in mid-March. We hope to see you there!

Source: Official Google Webmasters Blog

Ecommerce Marketing | Google Marketing

Using AMP To Make Display Ads Safer, Faster, And Better For Users

February 20, 2019 by

The performance benefits and security guarantees offered by AMP HTML ads, which are display ads created using the AMP framework, translate to better advertiser ROI, publisher revenue, and overall better user experience. Because of this, Google has expanded serving AMP HTML ads not only to AMP pages but also to regular web pages. As of January this year, 12% of all display ads served by Google are now AMP HTML ads.

All of the code in the AMP repository is open source which is carefully reviewed by the project maintainers before being merged. As a result, ads written in AMP start performant and stay performant. Such a process also drastically reduces the likelihood of AMPHTML ads having code that takes advantage of chipset level vulnerabilities or drain CPU by crypto-mining from users’ devices. 

Since AMP HTML ads can be trusted, they can be rendered into a more performant same-origin iframe. This performance boost results in the ad rendering faster on a page which translates to higher publisher revenue and better advertiser ROI.

AMPHTML ads on AMP pages deliver even better ROI

An AMPHTML ad delivered to an AMP page has better performance compared to the same ad running on a regular web page. This is due to the inherent design of AMP HTML ads outlined here, giving advertisers better click through rates and viewability.

AMP pages have seen steady growth over the past few years and advertisers now have access to well over 1 billion impressions/day worth of premium (from a user experience & ad experience standpoint) inventory. In addition, more than 35 percent of ads served to AMP pages are already AMP HTML ads.

Publishers and Advertisers seeing success with AMP pages and AMP HTML ads

The news publisher EL PAIS partnered with Volkswagen, one of their advertisers, to run a multivariate A/B test measuring how Volkswagen’s display ads created in AMPHTML vs HTML5 would perform on AMP vs regular pages.

Simply moving from a standard HTML page to an AMP page (with the same HTML5 ad) resulted in a 26 percent CTR increase. Moving further to an AMP page with AMP HTML ads resulted in an additional 48 percent CTR increase.

You can read the full case study here.

Getting started with AMP HTML ads for advertisers

AMP HTML ads are a subset of the AMP spec and ship with many good-by-default ads UI components, an analytics measurement framework, a spam detection system, viewability measurement, and other building blocks to create a good and measurable ad.

We encourage you to read more about the benefits of using AMPHTML ads, but if you want to jump ahead to start creating them, this is a good place to begin.

Once you have created the ad, you can choose one of the following options to serve AMP HTML ads:

  1. Work with an Authorized Buyer that allows to target just AMP or regular inventory
  2. Use Google Ads to target inventory in the Google Display Network
  3. Direct buy with publishers using Google Ad Manager
  4. [Coming Soon] Display & Video 360 support to deliver AMPHTML ads to AMP pages

Google continues to invest in delivering better user ad experiences by increasing the share of AMP HTML ads vs regular ads. Once mobile app support launches in Q2, 2019, advertisers can fully transition to creating a single AMP HTML ad and have it render across all environments and devices.

We hope you’ll take full advantage of the performance, security benefits, and the increased ROI by choosing to build & serve AMP HTML ads in your next campaign.

Source: Official Google Webmasters Blog

Ecommerce Marketing | Google Marketing

Help Influence And Understand How Your Products Appear On Google

January 7, 2019 by

Shoppers turn to Google to find products that are just right for them. And you rely on Google Manufacturer Center to ensure your products are represented well. In fact, more than 5,000 brands use Manufacturer Center to improve their presence on Google. To kick off the new year, we’re making those interactions even better by introducing new ways to show high-quality and inspirational content to shoppers and providing robust analytics to help you better understand how customers are interacting with your brands and products across all of Google.

A new place to inspire shoppers and promote your products

Shoppers are constantly looking for inspiration and assistance on what to buy. In a Google study of ~1,600 people, we found that 56 percent of smartphone users have purchased from an unexpected brand when they considered the brand helpful. To help you assist your customers and highlight your product’s unique features, we’re launching a new section on Shopping product detail pages, featuring content directly from you.

You’ll be able to:

  • Populate your product pages on the Google Shopping property with inspirational and high quality content.
  • Highlight the product features and capabilities that you know your shoppers care about the most.
  • Build brand equity directly with shoppers on Google (Google remains the first place shoppers go to get helpful recommendations and suggestions on what to buy according to an online survey of ~2,700 recent online shoppers).

As our first launch partner, Syndigo (formerly Webcollage) is providing this content for eligible manufacturers’ products. Across the web, Syndigo has seen 10 percent more conversions for their clients when more visual content is shown at retailers based on an A/B test. In the coming months, all manufacturers who upload content like inspirational imagery and high quality logos into Manufacturer Center will also be able to provide these more visual experiences to help shoppers.

If you’re a data partner who wants to bring this experience on Google to your clients, let us know here.

Make better business decisions with new insightful analytics

To help you make better business decisions, we’ve also launched new and improved analytics in Manufacturer Center that will provide you a better understanding of how ads for your products are performing on Google. You will learn how ads for your products appear, so you can make better pricing, digital ad investment, and media decisions. You’ll find:

  • Performance trends like top performing product groups and significant changes in performance or price.
  • Insights on product variants like top search terms for your products and average price trends.
  • Product group stats like which competitor’s brands and products appear most often with yours.

These new analytics are available to all brands in Manufacturer Center that meet eligibility requirements.

Manufacturer Center availability expands

In 2018, we’ve expanded Manufacturer Center availability from seven countries to 24 countries. Now, if you sell products in these countries, you can better represent your products to shoppers, improve the performance of Shopping ads featuring your products, and access these new, more helpful analytics. We hope these updates will help shoppers find the products perfect for them and help you better connect with your customers. To learn more about Manufacturer Center, to read success stories, and to sign up, visit our website.

Source: Official Google Webmasters Blog

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