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Inside AdWords
Google's official blog for news, information and tips on AdWords.

  • New and refreshed reporting tools
    Spring is here, and it’s a great time to set your sights on creating new marketing goals and ensuring that your campaigns are set up for success. You now have access to new and improved reporting tools that will help you identify opportunities in your account, track the right metrics, and find deeper insights that might help you improve performance.

    Read on to find out how you can put these tools to work in your campaigns this year.
    • Campaign details reports provide a faster, easier way to see which features and settings are enabled in each of your campaigns.
    • Custom Columns let you create and view segmented columns for the metrics you care about most in your account. 
    • Top Movers Report improvements help you identify significant performance changes in your campaigns and ad groups so you can take action to optimize your account. 

    1. Check your settings and close easy gaps 

    Understanding the status of your settings is an important part of ensuring that your campaigns are set up for success. Consider the impact, for example, if your campaigns were accidentally missing mobile bid modifiers? With the new campaign details report you can quickly see settings that aren’t being utilized and identify opportunities for improvement across your account or MCC.

    With the new reports, you can:
    • Quickly find inconsistent settings that could be limiting performance
    • Identify settings that you aren’t yet utilizing
    • View details alongside your performance metrics to get a more comprehensive look at account performance
    Let’s say you want to improve CTR across your text ads by adding sitelinks to all of your campaigns. Previously, you would have individually looked at the ad extensions tab for each campaign to check the status of your sitelinks. For a hundred campaigns, this task could take a couple hours to complete. Using the campaign details report, you can see all of the campaigns that currently have active or disapproved sitelinks in just a few minutes. Now, you can spend less time searching for your settings and more time activating opportunities that might improve performance.
    Find settings and opportunities on the "Campaigns" tab
    2. Analyze for deeper insights 

    As we announced a few months ago, Custom columns lets you customize the data and columns you see in your accounts. By selecting an existing metric, such as ‘CPC,’ and applying another segment such as ‘Mobile,’ you can quickly create a new custom column that lets you see ‘Mobile CPC’. With this new flexibility, Custom columns can help you save time and monitor the business metrics that matter most to you. Shaan Rupani from Dropbox tells us, “Custom columns have been a huge time-saver. Evaluating performance by conversion type, device, and network in columns instead of ad-hoc segmented reports will easily save us hours of work each month.” Learn more.

    3. Keep tabs on your performance

    The Top Movers report helps you identify the campaigns and ad groups that have changed the most over a specific period of time and helps you identify possible causes.

    In the last few weeks, we’ve made some improvements to the report. You will notice a new, simplified interface that makes it easier to spot significant changes across your account and quickly take action on developing trends. For example, the summary table at the top has been distilled to show key changes in your top movers metrics for the date range you set. And, you can scroll down to see the campaigns and ad groups that have changed the most for cost, clicks, and conversions so you can quickly take action to improve performance. Learn more.
    Use the Top movers report to find significant changes across your account
    Getting started 

    We hope these three tools help you more easily monitor performance, view actionable insights, and quickly identify opportunities to improve performance. To learn more about these and other reporting tools designed to help you monitor and measure the success of your campaigns at scale, check out our AdWords Help Center.

    Posted by Jon Diorio, Group Product Manager, AdWords

  • Ads Take a Step Towards “HTTPS Everywhere”
    Since 2008 we’ve been working to make sure all of our services use strong HTTPS encryption by default. That means people using products like Search, Gmail, YouTube, and Drive will automatically have an encrypted connection to Google. In addition to providing a secure connection on our own products, we’ve been big proponents of the idea of “HTTPS Everywhere,” encouraging webmasters to prevent and fix security breaches on their sites, and using HTTPS as a signal in our search ranking algorithm.

    This year, we’re working to bring this “HTTPS Everywhere” mission to our ads products as well, to support all of our advertiser and publisher partners. Here are some of the specific initiatives we’re working on:
    • We’ve moved all YouTube ads to HTTPS as of the end of 2014.
    • Search on is already encrypted for a vast majority of users and we are working towards encrypting search ads across our systems. 
    • By June 30, 2015, the vast majority of mobile, video, and desktop display ads served to the Google Display Network, AdMob and DoubleClick publishers will be encrypted.
    • Also by June 30, 2015, advertisers using any of our buying platforms, including AdWords and DoubleClick, will be able to serve HTTPS-encrypted display ads to all HTTPS-enabled inventory. 
    Of course we’re not alone in this goal. By encrypting ads, the advertising industry can help make the internet a little safer for all users. Recently, the Interactive Advertising Bureau (IAB) published a call to action to adopt HTTPS ads, and many industry players are also working to meet HTTPS requirements. We’re big supporters of these industry-wide efforts to make HTTPS everywhere a reality.

    Our HTTPS Everywhere ads initiatives will join some of our other efforts to provide a great ads experience online for our users, like “Why this Ad?”, “Mute This Ad” and TrueView skippable ads. With these security changes to our ads systems, we’re one step closer to ensuring users everywhere are safe and secure every time they choose to watch a video, map out a trip in a new city, or open their favorite app.

    Posted by Neal Mohan, Vice President, Product Management, Display and Video Ads and Jerry Dischler, Vice President Product Management, AdWords

  • Easier reporting for multiple campaign types
    Over the next few weeks, we’ll be rolling out three new features to help multi-channel advertisers more easily manage their reporting and find the insights that matter most to them.

    For advertisers with multiple types of campaigns and advertising goals, reporting can be a tedious and time-consuming task. For example, to report on specific goals related to your Search, Display or Shopping Network campaigns, you may find yourself filtering for your campaign type, and re-adjusting your columns several times to view the information you need.

    With these three new reporting features, you’ll now be able to easily
    • Filter your account by campaign type
    • See more relevant columns more quickly 
    • Apply column sets based on your advertising goals 

    Easily filter your account by campaign type

    The new campaign type selector lets you quickly filter your account by campaign type, so you can see results for just your Search, Display or Shopping Network campaigns. For example, if you’re reporting on Display Network performance, you can quickly see all ad groups in your Display campaigns with one simple step.
    Easily filter for the campaign types you want to view
    See more relevant columns based on campaign type 

    Are you tired of constantly switching columns when you go from reporting on Search Network campaigns to reporting on Display Network campaigns? Now, your last viewed columns, which previously have only been stored by tab - like campaign, ad group or keywords - will be stored by both tab and campaign type.

    Let’s say you're on the Ad groups tab looking at the Clicks and Avg. CPC columns for a Search campaign. Then, you look at the ad groups in a Display campaign and adjust your columns to see Impressions and Avg. CPM. Now, when you look at the Ad groups tab for Search campaigns, you’ll see columns for Clicks and Avg. CPC.  But when you switch to Display Network campaigns, you’ll see Impressions and Avg. CPM. This lets you quickly see more relevant columns based on your campaign type.

    Quickly apply column sets based on your advertising goals 

    To make it faster and easier to view data for specific advertising goals, we’re introducing pre-defined column sets. These column sets help you quickly load up reporting columns that are tailored to different advertising goals. For example, you may have multiple Display campaigns, some that are focused on branding goals, and others that are focused on performance goals. With pre-defined column sets, you can easily switch your reporting view to see columns specific to each of these advertising goals. And, you can always get back to your last column selection by choosing Custom from the "Columns" drop-down menu.
    Pre-defined column sets help you find insights for Branding or Conversion Goals
    Next steps

    These reporting improvements will be rolled out over the next few weeks to advertisers with more than one type of campaign in their account. To learn how you can start using them in your daily reporting, check out our Help Center.

    Posted by Pallavi Naresh, Product Manager, AdWords 

  • Join us as we announce the latest AdWords innovations on May 5th
    Mobile has forever changed the ways people engage with the world around them -- from the way we shop to the way we communicate. In fact, 91% of smartphone users now turn to their phones for ideas while right in the middle of a task1 -- like picking out new running shoes or looking up a chocolate cake recipe. Because we can be online anywhere at any time, we count on information being immediately available and relevant. This expectation has changed how people make decisions and has created tremendous opportunities for marketers.

    To meet the heightened expectations of today’s consumers, Google is focused on delivering AdWords innovations that enable you to better reach and influence your customers in the countless moments throughout the day when they are looking for answers, discovering new things, or making decisions. On May 5, 2015 at 9:30am PT / 12:30pm ET, I will be hosting a livestream to share these new products with you. You can watch the 45-minute event live, right here on the Inside AdWords blog.

    Register for the livestream here.

    Join us to learn about new products that are designed to:
    • Create better mobile experiences for your customers at the moments when they’re looking for your products and services
    • Measure all the moments that matter to your business – online and offline, across multiple devices and touchpoints
    • Customize and scale everything you do in AdWords, to unlock the full potential of increasingly complex consumer journeys

    These innovations are built based on unique insights about how consumers engage with technology and feedback from customers, large and small, from around the world. I can’t wait to share them with you.

    Please register and join us May 5th. Until then, follow us on our +GoogleAds page for sneak previews of what’s to come.

    Posted by Jerry Dischler, Vice President, Product Management, AdWords

    1Google/Ipsos Consumer Research Study, March 2015

  • Store visits insights gain momentum - more businesses are measuring the impact that online ads have on offline activities
    Constant connectivity has forever changed the way people live and shop, giving rise to new consumer paths and blurring the lines between digital and physical experiences. With a quick search on any device, we can locate nearby businesses or find product availability in a local store in just a matter of seconds. In fact, 88% of US shoppers research online - on phones, tablets and computers - before making an offline purchase.1

    As consumers’ paths to purchase continue to get more complex, it is more important than ever to understand how various devices, channels and media influence decisions along the way. Only then can marketers give credit where it’s due – both between and within channels.

    We’re working hard to measure these new paths to purchase in AdWords. Last year, we announced store visits as part of Estimated Total Conversions to help marketers measure these new conversion paths -- an important step in bridging the digital and physical worlds. Since then, businesses across many industries have been able to measure the full value of their AdWords marketing. When businesses include store visits data as part of their overall conversions, they see that their marketing is driving more impact.

    For example, in the US, retailers are measuring, on average, 4x more conversions overall and 10x more conversions on mobile when including store visits data as part of their search ads performance.
    In the US Auto and Travel verticals, where driving a consumer to a dealer lot or hotel is a high value event, advertisers are measuring 2x more conversions when including store visits data. This means an auto dealer can attribute twice as much impact for every click on their AdWords search ads because they are now able to include visits to their showrooms.

    As marketers across many industries recognize that digital media drives people to stores and begin to use these insights, we wanted to share more perspectives from advertisers already using the data, information about how the product works and best practices for ad creative, targeting and attribution.

    Customer Stories
    With AdWords store visits data, Sephora is able to measure how digital advertising acts as a magnet to draw customers into its 803 US stores. Sephora learned that it receives an 18% higher store visits rate from mobile clicks compared to desktop. Based on that data, Sephora optimized its mobile bidding strategy to achieve a 25% higher return on ad spend than when measuring the impact of paid search on ecommerce sales alone. With insights from store visits, Sephora continues to use Local Inventory Ads to let customers looking for lipstick, eyeliner, or perfume know when those products are available at a nearby store.

    Buffalo Wild Wings, a national restaurant and sports bar franchise with over 1,000 locations, used insights from store visits data to validate and adjust its bidding strategy and realized an 84% lift in conversions. Buffalo Wild Wings is also optimizing bids for local keywords and improving the online to offline guest experience. For example, its mobile search ads feature location extensions that show phone numbers and directions to nearby restaurants and to people searching for wings, beer and live sports.
    As a reminder, store visits are estimates based on aggregated, anonymized data from a sample set of users that have turned on Location History. This data is then extrapolated to represent the broader population and only reported if it reaches a strict, highly conservative confidence level. To learn more about how the product works, visit our Help Center or watch this helpful video.
    Best Practices Guide

    Finally, to help advertisers succeed with their online to store campaigns in AdWords, we’ve created a new Best Practices Guide.

    This guide will show you how to:
    • Enhance your online ads to help potential customers looking to visit one of your business locations
    • Improve the chances that the right person will see your ads through smarter targeting and bidding
    • Measure the incremental offline value of your online efforts
    • Fine-tune your campaigns for maximum return for your business, factoring both online and offline conversions
    Throughout the year, we’ll continue to share best practices and stories from customers already using these insights to improve their businesses.  And we’ll be launching store visits conversions in 10 additional countries, starting today, in Australia and Canada.

    We look forward to working with you to build better online to offline experiences for your customers.

    Posted by Surojit Chatterjee, Director of Product Management, Mobile Search Ads

    1PWC, Research: Understanding how us online shoppers are reshaping the retail experience, March 2012

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