Adwords feed

Thursday, March 22, 2018 8:30:01 PM
In May, Europe’s new General Data Protection Regulation (GDPR) comes into effect. Google is committed to complying with the GDPR, and in preparation, we’ve been working with our customers and partners to inform them about changes we’re making to our policies across our various products.

Today we’re informing advertisers and publisher partners about changes to our ad policies. Google already requires publishers and advertisers using our advertising services to get consent from end users to use our services, as required under existing EU law. However, the GDPR will further refine these requirements.

To comply, we will be updating our EU consent policy when the GDPR takes effect and the revised policy will require that publishers take extra steps in obtaining consent from their users. Before May, we will launch a solution to support publishers that want to show non-personalized ads, and we are working with industry groups, including IAB Europe, to explore proposed consent solutions for publishers.

We’re aware that our customers and partners - European and international - have significant obligations under these new laws, as does Google. Publisher and advertiser partners can expect further updates as we approach the date when GDPR takes effect.

Tuesday, March 20, 2018 9:01:46 PM
We've long talked about mobile being the "future of retail." Now that this future has arrived, what's next? At this year’s Shoptalk in Las Vegas, I shared how today’s ever-curious, demanding and impatient shopper is moving and buying online, in stores, and even hands-free with their voice—creating opportunities for retailers to assist them in ways never before possible.

Google has already made big investments in retail, and today, we’re the #1 driver of traffic and transactions to retailers’ sites in the U.S. But we want to create more value for the retail ecosystem, by combining our technology and deep understanding of what customers want with retailers’ unique products to make shopping truly seamless. Check out our updates from Shoptalk that highlight how we’re partnering with retailers to help deliver these shopping experiences for customers everywhere.

Help shoppers take action, wherever and however they choose to shop.

Shoppers findretailer products on Google in a multitude of ways—from Search’s sponsored Shopping Unit to YouTube to their Google Home device. But while they may be used to all these modes of discovery and buying, shoppers still prefer a frictionless, end-to-end shopping experience—and they gravitate toward retailers who provide it.

Our new Shopping Actions program offers shoppers an easy way to shop retailer products across Google surfaces with a universal cart, whether they’re on mobile, desktop or even through voice via the Google Assistant, on devices like Google Home. Shopping Actions appear within the sponsored Shopping Unit on the Google Search page. No organic rankings are impacted or changed.<img alt="Shopping Actions" border="0" data-original-height="860" data-original-width="1600" src="" title="Shopping Actions" />
Check out our full post on Shopping Actions, or sign up here to learn more.

Bridging online and offline worlds with ARCore

What if shoppers could visualize their furniture from the comfort of their home? ARCore 1.0 gives retail developers the tools to build powerful augmented reality apps for Android phones as the virtual, digital and physical worlds come together. It now works on over 100 million devices, on more than a dozen different smartphone models around the world.

There are lots of great examples of AR powered shopping interactions today. Pottery Barn lets shoppers use AR to easily change the color and fabric on furniture to decide which looks best, and they can purchase directly in the app. You can find other retailers with shopping experiences built on ARCore, like IKEA,, Lowe’s, eBay and more on the Google Play Store.<img alt="ARCore" border="0" data-original-height="578" data-original-width="1041" src="" title="ARCore" />
To learn more, check out our full blog post here.

From the station to the store—building habit on transit with Google Pay

When we launched Google Pay, we wanted to make paying fast and simple for as many people in as many places as possible. Transit was a big part of this vision, which is why we’re thrilled to partner with NXP to offer transit and prepaid tickets or passes on Google Pay. Las Vegas is the first city to support this feature, which is powered by NXP’s new MIFARE 2GO Cloud Service and contactless technology.

Now, people can purchase Las Vegas Monorail passes online, save them to Google Pay, and use their phones to ride. What makes this good for retailers? Habit. We’ve found the more people use their phones to ride transit, the more they’re willing to use their phones to pay in stores, according to internal Google research. Building a new habit in one area makes them more likely to apply it to another. And as we expand transit to more cities, we’re excited to see how this affects mobile payments at all the places people shop.
<img alt="transit and prepaid tickets or passes on Google Pay" border="0" data-original-height="862" data-original-width="1086" src="" title="transit and prepaid tickets or passes on Google Pay" />

Partnering for the future with investments in Cloud

Underpinning this all, we’re continuing to grow Cloud with our partners in mind. We know the best shopping experiences rely on using data to provide these frictionless, personalized ways to shop, which is why we’ve made all the tools we use ourselves—unparalleled machine learning capabilities, analytics, raw computing power and scale—available to retail partners.

Retailers are at the heart of building easier, more seamless shopping experiences for shoppers. By combining Google technology with industry expertise, we’re helping ensure these experiences are focused on the only audience that matters—the customer. Google Cloud can offer retailers true partnership on an open platform that gives shoppers both choice and convenience.

Let’s make shopping magic.

1. Based on data from Google Analytics accounts that have authorized Google to share website data in an aggregated way. US only. January - December 2017.
Tuesday, March 20, 2018 7:31:34 PM
Today’s consumers don’t just want answers; more and more, they’re craving relevant, meaningful, and immediate assistance in completing their day-to-day shopping tasks. We see this in our data: mobile searches for “where to buy” grew over 85% over the past 2 years.1 Moreover, 44% of those who use their voice-activated speaker at least weekly say they use the device to order products they need like groceries and household items at least once a week.2

It’s clear that people want helpful, personal, and frictionless interactions that allow them to shop wherever and however they want -- from making decisions on what to buy, to building baskets, to checking out more quickly than ever before. Put simply, they want an easier way to get their shopping tasks done.

Introducing Shopping Actions

That’s why we’re introducing our Shopping Actions program. It gives customers an easy way to shop your products on the Google Assistant and Search with a universal cart, whether they’re on mobile, desktop or even a Google Home device.

By participating in the Shopping Actions program, you’ll be able to:
  • Surface your products on new platforms like the Google Assistant with voice shopping. Leverage our deep investments in machine learning, AI and natural language processing to offer your customers a hands-free, voice-driven shopping experience. 
  • Help your customers shop effortlessly with you, across Google. A shareable list, universal shopping cart and instant checkout with saved payment credentials work across and the Google Assistant -- allowing your customers to seamlessly turn browsing into buying. For example, shopper Kai can do a search on Google for moisturizing hand soap, see a sponsored listing for up & up brand soap from Target, and add it to a Google Express cart. Later, in the kitchen, Kai can reorder foil through voice, add it to the same cart using Google Home, and purchase all items at once through a Google-hosted checkout flow.
  • Increase loyalty and engagement with your highest value customers. 1-click re-ordering, personalized recommendations, and basket-building turn one-time shoppers into repeat customers. If Kelly does a search for “peach blush,” for example, and she has opted to link her Google account with her Ultamate Rewards status, we’ll recognize this and surface relevant blush results as well as related items -- like makeup brushes -- from Ulta Beauty to help her build a basket with her preferred retailer. If we know she regularly purchases makeup remover on a monthly basis, we’ll surface the same brand of makeup remover to her, right when she has the highest intent to re-order.
In addition, Shopping Actions uses a pay-per-sale model, meaning you only pay when a sale actually takes place. Shopping Actions appear within the sponsored Shopping Unit on the Google Search page, and on No organic rankings are impacted or changed.
<img alt="shopping actions" border="0" data-original-height="860" data-original-width="1600" src="" title="shopping actions" />
Early retail partners are realizing results

Across the board, our focus on surfacing highly relevant offers has not only delivered a positive experience to consumers, but has helped our retail partners as well. Early testing indicates that participating retailers on average see an increase in total conversions at a lower cost, compared to running Shopping ads alone.3 We have also seen an approximately 30% average increase in basket size for merchants participating in Shopping Actions.4

Furthermore, we partnered with MasterCard to do a pre/post study among a representative subset of five Shopping Actions merchants. We learned that after using Shopping Actions, a customer spent more with that group of merchants in the 4 month post period.5

Target and Google have a long-standing partnership, and a history of innovating together to make shopping easier and more inspiring. Target was one of the first retailers to test Google Express (now Shopping Actions), and last year expanded the offering nationwide. Over the last six months, Target has seen the size of guests’ Express baskets increase by nearly 20%, with strong adoption in new markets.

“Our guests love the ease and convenience of making their Target Run without lifting a finger by using voice interface. And since the orders are shipped from a nearby Target store, they’ll have their items delivered to their home in just two days,” said Mike McNamara, Target’s Chief Information and Digital Officer. “This is just the beginning for Target and Google. Through our partnership, we’ll continue to add new benefits to help guests save time and money. Shoppers will soon be able to link their and Google accounts, creating a more personalized and intuitive shopping experience. And later this year, Target guests will be able to use Target’s REDcard when shopping through Google, providing 5 percent off purchases and free shipping.”

Ulta Beauty has seen improvements in loyalty and customer engagement on Google Express, with average order value (AOV) increasing 35% since 2016. “Ulta Beauty looks to offer a seamless shopping experience to our guests wherever they are – instore or online at As a long term strategic partner, Google helps us build bridges between the digital and physical experiences we offer with last mile fulfillment that leverages our stores and expands our inventory across the Google Assistant and Search,” said Mary Dillon, CEO of Ulta Beauty. “When our guests buy through Shopping Actions, they can enjoy the immediate gratification they experience in-store and are coming to expect online. They also spend more with us and enjoy other benefits of being an Ulta Beauty shopper, like earning loyalty points through our award-winning Ultamate Rewards program.”

Floral and gift retailer sees Shopping Actions as a way to get back to its roots of delivering immediate, personalized customer service. “Our job is not to tell customers they have to call us or visit us in a certain way, but to actually be where the customers have chosen to be. If we can make it a one-stop shopping experience, we must,” said Amit Shah, CMO of “On Shopping Actions, you can buy something from Costco for yourself but at the same time deliver a gift from to your niece who is graduating high school. From the customer's point of view, it provides a very seamless multi-channel and multi-mindset experience.”

Ready to get started?

To learn more about Shopping Actions, sign up through our interest form to be contacted with more information, or check out our Help Center.

We look forward to making the shopping journey more helpful, personal, and frictionless with you!

1. Google Data, US, Jan- Jun 2015 vs. Jan-Jun 2017.
2. Google/Peerless Insights, ‘Voice-Activated Speakers: People’s Lives Are Changing’, Aug. 2017, n=1,642, U.S. monthly active voice-activated speaker owners (Amazon Echo/Dot and Google Home), A18+.
3. Google internal data, Feb - March 2018.
4. Google internal data, Q1 2017 vs 2018 YTD.
5. Mastercard Pre / Post Analysis of Shopping Actions Performance, March 2018. Analysis conducted among MasterCard users of 5 high frequency Shopping Actions Merchants From 4/26/17 – 8/24/17 (Pre) compared to 9/30/17 – 1/28/18 (Post) among 660,171 Existing merchant customers (shopped in last 6 months) , 703,848 New merchant customers (did not shop in last 6 months) and the subset of Shopping Actions customers 10,963 (pre) 11,385 (post). Additional $38 spent at merchants among Google Express Users in 4 month post period.
Friday, March 16, 2018 5:52:55 PM
Great games are magical. They allow players to escape to new worlds, turn into superheroes, and boost their puzzle-solving powers. Now, more than ever, developers like you can become gaming legends who run successful businesses too. To help you get there, we’re sharing several new innovations designed to grow your fan base and earn you more revenue from your apps.

Win people’s attention with new video ads on Google Play 

In a sea of mobile apps, it's critical to reach the right players at the right time and place. Universal App campaigns (UAC) use Google’s machine learning technology to find loyal fans across, Google Play, YouTube, and over 3 million sites and apps in the Google Display Network. To date, Google has delivered over 10 billion app installs for developers through ads.1 And we’re just getting started.

Over the next few months, we’ll roll out a beta for click-to-play video ads—a new way to reach players on Google Play with sight, sound and motion. These placements will help you showcase your game as they tap, swipe and scroll to find their next favorite app.

<img border="0" data-original-height="838" data-original-width="407" height="640" src="" width="305" />New video ads in Google Play
Find your next player with similar audiences 

With a world of games available on mobile, it can be hard to know who may fall in love with your game. Google helps by analyzing millions of signal combinations in real-time to help you reach the players you care about—like the ones who are likely to beat the first level or make an in-app purchase. In fact, that’s how we’re already helping drive 7 billion in-app events every quarter for our partners.2

But we have more to do. Today we're introducing similar audiences for UAC to help you find people who share similar interests with your best customers, right when they’re interested in games and apps like yours.

Imagine you’re a developer with a popular mobile game and you’re launching a new title. With similar audiences, you can share your business data with Google to find more players like those playing your current game. By connecting you with more qualified customers, similar audiences can help unlock new opportunities to grow your business. Similar audiences will be available in beta to select advertisers starting in May.

Make ad experiences more valuable with AdMob 

Video ads are more than just a canvas for showcasing your games. They can help turn your apps into a revenue-driving machine. Last year alone, we saw in-app video ad impressions grow 1.8x across our networks.3

But people will abandon even the best apps if the ad experience doesn’t fit the flow of the game or an ad doesn’t respect the player’s preferences. Rewarded ads create value for players by offering them incentives, like an extra life or a special power-up in the game when they need it most. And because players can choose when to watch, these ads don’t disrupt gameplay. That's why more than 45% of AdMob’s top 1000 gaming partners (by revenue) use rewarded ads to monetize their apps.4

Last year, we made it easy for you to deliver rewarded video ads lasting 6 to 60 seconds in portrait and landscape modes. Today, we’re introducing two new rewarded ad experiences that will become available to AdMob developers over the next few months: playable ads and multiple-option video ads. With these new formats, you can monetize your games while ensuring your players can interact with ads in a way that doesn’t interrupt their game play.
Rewarded ads with multiple-option videos description hereRewarded ads with playables
Earn more from your ad partners with Open Bidding on AdMob 

We know mediation is an important strategy to grow revenue from different ad networks. But you’ve also told us mediation can be difficult to manage. It’s time consuming to reconcile reports and chase payments from different partners. Implementing multiple ads SDKs increases development time and slows down your app. And, more than anything, mediation is based on historical CPMs, so it’s possible you’re leaving money on the table.

Our new beta, Open Bidding, takes monetization to the next level. Now, networks can bid to serve ads in your app simultaneously in a single unified auction. The result: increased competition that could lead to higher revenue. Also, there are fewer SDKs to implement, payments are simplified, and you’ll get meaningful insights from integrated reports in a single performance dashboard.

Open Bidding is already live with bids from Smaato, Index Exchange and OpenX. We’re looking forward to adding even more networks over the next few months, including AdColony and Vungle. That way you can earn more from your apps and get time back to make them even better.

To learn more about these innovations, please join us at the Game Developers Conference next week. My team and I look forward to sharing more details on the work we’re doing to make it easier for you to become the GOAT of mobile gaming.

1. Google Ads Data, iOS/Android, Global, March 2018.
2. Google Ads Data, iOS/Android, Global, March 2018.
3. Google Ads Data, iOS/Android, Global, Jan 2016 - Dec 2017.
4. Google Ads Data, iOS/Android, Global, Jan. 2018.
Tuesday, March 13, 2018 3:28:11 PM
With the world’s information at people's fingertips, today’s consumers research everything before they buy—they read reviews, search for product details and watch videos to make the decision that’s right for them.

Whether it’s something major like a new car, or an everyday item like an umbrella, shoppers turn to Google for help deciding what to buy. Did you know that mobile searches on Google for 'best umbrella’ have grown over 140% in the past two years?1 By the same token, review videos on YouTube had more than 50,000 years (438 million hours) worth of watch time on mobile alone.2

This morning at Search Marketing Expo West, we’re announcing several innovations in the new AdWords experience to help you meet the increasing demands of consumers through search and video. 

Reach consumers who searched on Google...on YouTube 

Soon you’ll be able to reach people on YouTube who recently searched for your products or services on Google. For example, an airline could reach people on YouTube who recently searched for "flights to Hawaii." We call this custom intent audiences. Custom intent audiences can be an effective way to move undecided customers to action using the persuasive power of video. To get started, all you have to do is create a keyword list for your video campaign in the new AdWords experience.

<img border="0" data-original-height="900" data-original-width="1600" src="" />p.p1 {margin: 0.0px 0.0px 0.0px 0.0px; font: 12.0px 'Helvetica Neue'; color: #454545}
                          A Google search query and a TrueView for action ad as seen on mobile devices.

Online investment company Betterment used custom intent audiences to reach YouTube viewers who recently searched for financial keywords on Google. The brand increased its return on ad spend 6X compared to previous YouTube campaigns, and saw a 245% increase in searches on, including their brand term: "Betterment".

Custom intent audiences are likely to drive the best results when paired with TrueView for action, our direct response video ad format expanding to global availability later this month. These video ads allow you to customize a call-to-action to drive the outcome that’s most important to your business, like leads or referrals. We automatically optimize these campaigns with Target CPA bidding for the most efficient results possible.

More AdWords innovations to save you time and drive better performance 

Innovations like custom intent audiences—along with all the other features we're developing—are only available in the new AdWords experience. In fact, the majority of advertisers are already using the new experience and benefitting from innovations that save time and deliver better performance. Today, we’re introducing notes and the new Recommendations page.

In the next few weeks, we’ll be rolling out notes to help you capture important events or details about your accounts right in your performance graphs so anyone in your business can see what caused a change in your performance. For example, you can leave a note to explain a recent spike in clicks for a particular promotion.
<img border="0" data-original-height="860" data-original-width="1533" src="" />                                     An example of the notes feature in the new AdWords experience.
We've also rebuilt and renamed the Opportunities page to help you focus on the most actionable fixes for your account. On the new Recommendations page, you'll now see 16 new types of recommendations to help you drive better results for your business, including suggestions to set your optimal bidding strategy, add audiences, or create better ads. Coming soon, you’ll also see your account’s performance score. This will help you prioritize improvements so you can optimize efficiently for better performance.

<img border="0" data-original-height="870" data-original-width="1552" src="" />                              The new Recommendations page.

<img border="0" data-original-height="186" data-original-width="492" height="120" src="" width="320" />
After applying a recommendation for ECPC, global fashion retailer Mango saw a 59% increase in conversions. Seeing this success, Mango implemented Smart Bidding across all their accounts and drove an average increase in ROAS of 22%.

SMX West is buzzing with energy this year. 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. 

1. Google Data, U.S. Jan. - June 2015 vs. Jan. - June 2017
2. YouTube Data, US, Classification review videos were based on public data such as headlines, tags, etc., and may not account for every such video available on YouTube, July 2015 - June 2017
Monday, March 12, 2018 3:39:01 PM
65% of consumers say they’d consider using messaging to connect with a business to complete tasks like getting information about a product or service, or to schedule an in-person appointment.That’s why we introduced click-to-message ads in late 2016 to give advertisers a new and easier way to engage with consumers. Message reporting will roll out over the next few weeks to help advertisers in the U.S., Canada, U.K., France, Brazil and Australia analyze and improve the performance of your click-to-message ads.
<img border="0" data-original-height="900" data-original-width="1600" src="" style="margin-left: auto; margin-right: auto;" />                                                        Example of a click-to-message ad

Message reporting offers new performance insights including:

Chat rate - how often users start a conversation with you (“Chats”) after seeing your message extension (“Message impressions”).

Example: A law firm discovers that consumers prefer messaging over calls when asking questions about real estate law. To improve the chat rate, it tailors its extension text to be more relevant by replacing the generic, “Text us to learn more” with “Text a real estate lawyer now.” It also enhances its message text to better reflect the user’s voice and how they’d really speak. It changes, “I’d like to know more, please text me back.” to “Hi, I’m looking for a real estate lawyer. Please reply back with more information.”

Chat start time - the timestamp for when a user sends you a message to initiate a conversation. Use this insight to help schedule your message extensions.

Example: A travel tour company sees that its chat volume peaks at noon when people are sending the most booking requests. This also coincides with when their “Time to first reply” takes the longest. As a result, they add an extra sales representative to assist customers more quickly.

Messages -  the total number of messages exchanged between you and a user within a single chat. Use this insight to evaluate which campaigns are driving the longest or most in-depth conversations compared to the average.

Example: A furniture retailer sees that in one campaign, chats tend to last for fifteen messages, which is more than double the average. It discovers that users are actually dropping off once a sales representative requests payment information. Using this insight, it decides to give users the option of transferring to a phone call or web form to complete the transaction.

<img border="0" data-original-height="101" data-original-width="600" height="53" src="" width="320" />
“With message extensions, we can deliver a more personal, two-way conversation to customers on mobile when they’re going through the complex task of finding legal services. New message reporting gives us great insight into which keywords are producing engaged conversations. We can use this to optimize our extension and message text, and to make better bidding decisions. Most messaging threads result in a qualified lead for a law firm. Since our chat rate is more than 2x the conversion rate for the online lead form, routing people through messaging is ideal to help increase lead volume.” - Maisie Harris, Chief Marketing Officer at LeadRival 

<img border="0" data-original-height="200" data-original-width="955" height="67" src="" width="320" />
“One of our key differentiating factors is allowing customers to work directly with a stylist, including via text messaging from our Google search ads. Our customers are busy professionals who need quick answers, and frequently don’t have the time to navigate a website. Using message extensions, we can offer fast assistance when they’re looking for a style recommendation or opinion on fit, and can easily share images and links. Now, message reporting will help us analyze which parts of our campaigns are driving the most in-depth, valuable conversations with stylists, and where we can improve performance.” - Michaella Kurdziel, Director of Experience Excellence & Learning at MM.LaFleur 

Visit the Help Center to learn the full range of insights available with message reporting and how you can use them to optimize your click-to-message performance. Also read our best practices for driving more valuable customer conversations with messaging.

1. Google Consumer Surveys, US, Canada, UK, Australia, October 2016, Base: Respondents who own a smartphone and use it to access the Internet (n = 1,036 in US, n = 1,032 in UK, n = 489 in Canada, n = 485 in Australia).

Monday, February 26, 2018 5:01:02 AM
Consumers’ expectations for faster and better digital experiences are on the rise. The mobile web is no exception. But the thrill of the hunt, whether it’s researching the best hotel deals for spring break or buying a new pair of sneakers, is often hindered by slow mobile sites.

We’ve all been there: eagerly anticipating a mobile site to load and then abandoning it out of frustration. It’s a challenge most businesses struggle with. In fact, 53% of visits are abandoned if a mobile site takes more than three seconds to load, according to Google data from 2016.1

See how you stack up

This morning at Mobile World Congress in Barcelona, we introduced the mobile Speed Scorecard: an easy-to-use tool that allows you to compare your mobile speed with other companies’.2

The Speed Scorecard shows the speeds of thousands of sites from 12 countries across the globe. It's powered by Chrome User Experience Report, the largest database of real-user latency data for how Chrome users experience popular destinations on the web.3

Here’s a sample scorecard:
<img alt="Speed Scorecard" border="0" data-original-height="900" data-original-width="1600" height="360" src="" title="Speed Scorecard" width="640" />* Fictitious companies used
When it comes to mobile speed, we recommend that a site loads and becomes usable within five seconds on mid-range mobile devices with 3G connections and within three seconds on 4G connections. But there's a lot to gain by taking small steps to improve your site speed - even a one second improvement could increase conversions.

Calculate your opportunity

A slow mobile site doesn’t just frustrate your customers, it can limit your business. In retail, we see that for every one second delay in page load time, conversions can fall by up to 20%.4 That’s why we also introduced the Impact Calculator.5 With just a few inputs, the tool estimates the revenue impact that could result from improving the speed of your mobile site.6 See how much more you stand to gain by reducing load time by two seconds versus one second.

Open up the toolbox

At the end of the day, speed matters; and we want to help. Here are some of the other products and resources we recently introduced to help you speed up your mobile experience:
  • Check out the “Landing Pages” page in the new AdWords experience to see which URLs in your account are mobile-friendly, which ones drive the most sales, and which ones may require your attention. 
  • Accelerated Mobile Pages (AMP) are so fast, they appear to load instantly. Today your Search campaigns can already drive clicks to these lightning fast pages. And, now, we’re actively working to expand support for Shopping campaigns to ensure a faster and more seamless shopping experience for customers. 
  • Later this year, AdWords will begin processing click measurement requests in the background so your customers won't have to wait quite as long for your landing page to load. To ensure your campaigns are ready for parallel tracking, be sure to reach out to your third-party measurement provider and confirm they're compatible or preparing for the change. 

What should you do now?

When you’re ready to speed up your mobile site, here are a few tips to get started:
  1. Meet with your organization’s web development team to diagnose mobile latency issues
  2. Review this basic checklist of ways to optimize your mobile site 
  3. If you want more advanced recommendations, work with your web development team to implement these user experience guidelines 
You can also learn more about the Speed Scorecard and Impact Calculator, and find other helpful tools and best practices for speeding up, on Think with Google.

1. Google Data, Aggregated, anonymized Google Analytics data from a sample of mWeb sites opted into sharing benchmark data, n=3.7K, Global, March 2016
2, 3, 6. There is more than one way to measure mobile site speed and many factors affect mobile site speed. Improving mobile speed doesn’t guarantee revenue increases. This model is based on data from Google Analytics accounts that have chosen to share anonymous aggregated data with Google for benchmarking purposes. This data is not used in the Speed Scorecard. n=383K, Global, Jan 2017 - December 2017
4. SOASTA, The State of Online Retail Performance, US, April 2017
5. The Impact Calculator was built for all businesses and was inspired by the DoubleClick Publisher Revenue Calculator, a tool to help publishers understand the impact of mobile site speed on ad revenue.
Thursday, February 15, 2018 6:00:11 PM
As more consumers come online around the world, there’s more opportunity than ever for marketers to reach potential customers beyond your borders. In fact, research shows that customers aren’t concerned about where a business is based as long as they’re happy with the product or service. For example, 96% of people didn't know that is from the Netherlands, and of these, 90% said this wouldn't affect the likelihood of their buying from the company again.1

To get started, check out our Official Guide to Expanding Internationally with AdWords. This four-step guide outlines best practices and free resources that can help advertisers find more customers in new countries.

There are many tools and resources for businesses looking to expand. For example, Market Finder is a powerful tool built with insights from Google Search to prioritize the best markets for your business based on search volumes in your category, ease of doing business, consumer purchasing power, and more. It’s available in the US, UK, and China, with more countries on the way in 2018. Another resource is Consumer Barometer, which helps advertisers learn about consumer preferences and trends. Did you know that clothing, books, cosmetics, and computer hardware/software are the products most often purchased online from abroad?2 Last but not least, tap into the Go Global Community for the latest research on emerging market trends, conversations with international market specialists, and updates on new ads innovations. Companies from around the world have grown their businesses with these tools. For example:

Kabam is a leading provider of mobile games, including Marvel Contest of Champions with over 130M downloads. To expand its game into Japan, Hong Kong, and Taiwan, Kabam used insights from consumer gaming trends and video engagement from each market to localize its Search and YouTube campaigns. As a result, the game reached top 10 in download charts for its category on both iOS and Android in target APAC markets.

French DIY website ManoMano offers two million products from 750 sellers, including electrical, hardware, furniture and tools. The DIY market is highly seasonal and constantly changing -- customers love gardening and outdoor activities in warm seasons and indoor projects during the winter. ManoMano predicted these purchase patterns, understood consumer trends in each market, and engaged customers with timely, localized campaigns. As a result, its sales more than doubled in 2016, and ManoMano now has nearly 2 million customers across Europe, with localized websites in Belgium, France, Germany, Italy, Spain, and the UK.

It’s more important than ever for businesses, large and small, to think beyond borders with our Guide to Expanding Internationally. It’s a small world, after all.

1. UK Google Consumer Surveys, 2014
2. The Consumer Barometer Survey 2014/15
Saturday, February 10, 2018 1:07:52 AM
(Part 1, Part 2)

Consumers are more empowered than ever before and expect brands to provide fast and helpful experiences. That’s why leading marketers are 50% more likely to increase investments in capabilities like machine learning to help them win.1 In fact, brands like Rappi and AutoGravity are already using machine learning in AdWords to reach their most valuable app users and grow their businesses. In our final installment of this series, we explore how machine learning is being applied to bid optimization to help businesses make sense of the data around them and get better results at scale.

It’s more than a bid

The days of predictable web sessions are over, replaced by bursts of digital activity throughout the day on multiple devices. Your bids now have to take into consideration a wide range of contextual signals that impact ad performance, including a user’s device, location and time of day. That’s where machine learning can help.

AdWords Smart Bidding uses Google’s machine learning to help you set the right bid for every auction through three core capabilities:
  • Auction-time bidding: Smart Bidding sets bids for each individual auction, not just a few times per day. AdWords Smart Bidding evaluates the relevant contextual signals present at each of those auctions—such as time of day, specific ad creative being shown, or user’s device, and browser—to identify the conversion opportunity, and set an optimized bid tailored to each auction. This allows Smart Bidding to set millions of bids per second, something even an army of marketers wouldn’t be able to do.
  • Cross-signal analysis: Smart Bidding understands how signal combinations impact conversion rate. For example, a retailer might notice their mobile conversion rates are 20% higher than their desktop conversion rates, and set a mobile bid adjustment of +20%. However, this doesn’t account for the times of day where mobile conversion rates are even stronger, like in the mornings, when people are researching during their commute. Smart Bidding analyzes billions of these types of signals to identify meaningful correlations, and calculates bids based on how likely a conversion will occur.
  • Query-level learning: Smart Bidding maximizes performance for new and low-volume keywords. By looking at performance data across similar auctions in your account, Google’s machine learning platform makes informed bidding decisions and helps reduce performance fluctuations even when data is scarce. For example, let’s say you just added a new keyword “cheap flights to NYC.” If that query was already matching to another part of your account and similar auctions, Smart Bidding simply applies what it’s learned about that query to set the best possible bid.

Focus on the next big opportunity

Brands around the world are using Smart Bidding to unlock growth for their business and reinvesting their time and money into new opportunities.

Harmoney, a peer-to-peer lending service in New Zealand, teamed up with its agency, First Digital, to find more, qualified applicants while still hitting an aggressive ROAS goal. They used Target ROAS across their non-brand Search campaigns to reach customers who were most likely to apply and be approved for a personal loan. As a result, Harmoney saw a 219% growth in high-value accounts at a 37% lower cost-per-acquisition (CPA). Importantly, Smart Bidding freed up 5 hours per week for the team to focus on high-value tasks like testing ad copy and learning more about their best customers.

FirstPoint is a Swiss-based digital agency that wanted to maximize its client’s Search budget while driving more conversions. After testing Smart Bidding, the agency moved away from manual bidding in favor of Maximize conversions. It increased conversions by 2.4x, increased conversion rates by 12%, and decreased CPA by 59%.

Put machine learning to the test

Moving to Smart Bidding and enabling machine learning to do the heavy lifting for you doesn’t have to happen overnight. Set up a campaign draft and experiment to run a 50/50 split test and see how your old bidding strategy stacks up against one powered by Google’s machine learning. With a little time, you may find yourself delivering better results. For our own media team at Google, Smart Bidding is now a best practice and is enabled across 98% of eligible campaigns.

Check out our updated Smart Bidding guide for best practices on picking the right bid strategy for your business goals.

1. Econsultancy and Google, Marketing and Measurement Survey, 2017
Wednesday, February 07, 2018 12:00:08 PM
Google is often the first stop for sports fans, music lovers, and theater goers looking for tickets and information about upcoming events, shows and concerts. We strive to connect these folks with relevant and accurate results, and are committed to delivering the best possible user experience.

Many venues sell tickets directly and some use resellers to help, making it easy to get the seats you want. Unfortunately, some ticket resellers provide limited transparency in their ads about ticket costs and fees, as well as their association with a specific venue or event. Lack of transparency can erode trust in the online ticket ecosystem and makes it harder for legitimate businesses to reach customers.

We only want companies that offer a great user experience on our platform. Effective today, we are tightening our standards and will require all event ticket resellers to be certified and to radically increase their transparency. This will give users more clarity on the vendor reselling the tickets and the total cost of those tickets, including any associated fees.

To be certified by Google, an event ticket reseller must:
  • Not imply that they are a primary marketplace
  • Prominently disclose themselves as a ticket reseller/secondary marketplace
  • Prominently disclose that prices may be above face value
  • Provide the total and breakup of the price across fees and taxes before requiring payment information
  • Prominently provide the face value of the tickets being sold in the same currency (this will be required starting in March 2018)
This updated policy is a result of our own research as well as the insights and feedback we gathered from users, advertisers, partners and third-party industry groups. To allow advertisers time to prepare for this change, we issued a change to our AdWords policy page in November 2017.

According to Charlotte St. Martin, president of The Broadway League, “Google’s dramatic step in consumer protection is of major significance to The League’s membership. We strongly support requiring brokers who advertise Broadway tickets on its platform to disclose when they are unaffiliated with an official box-office and itemize costs before collecting payment.”

Transparency, trust and safety for our users will always be top priorities for Google. We remain dedicated to ensuring that the ads our users see are helpful, relevant and trustworthy.
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