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

  • Dynamic remarketing now available to advertisers across all verticals
    Over the next few weeks we are rolling out dynamic remarketing to all verticals including hotels, flights, real estate, classifieds, jobs, auto, finance and education. Since we launched dynamic remarketing for retailers, many advertisers like Bebe Stores, Netshoes, and Build Direct have been driving better results and more profits from their remarketing campaigns.

    Highlighting what matters most to your customers

    Dynamic remarketing shows site visitors tailored ads that feature the products they viewed on your website, and related products they might be interested in. Let’s say you sell cars and offer hundreds of makes and models in multiple cities. With dynamic remarketing, you can build one ad that will dynamically show tailored messaging to your site visitors, like the cars they engaged with on your site, and similar cars in that city and price range. Beta clients across multiple verticals reported a 2x increase in conversion rates and 60% reduction in CPA, on average, when they added dynamic ads to their remarketing campaigns.*

    Display ads built for mobile, optimized for conversion value 

    • When advertisers add mobile targeting to their remarketing campaigns, we’ve seen conversion volume increase by 15% on average at the same price. That's why all our dynamic remarketing templates are mobile-optimized to deliver ads seamlessly across screens. Learn more
    • Dynamic remarketing with automated bidding can boost performance by calculating optimal bids for each impression in real-time. This means if you sell an $800 camera and a $20 flashlight, AdWords will automatically prioritize winning more of the $800 conversions than the $20 conversions. This helps to maximize the total value of your conversions, not just the number of conversions.  Learn more

    Customers driving success with dynamic remarketing  

    In travel, Hotel Urbano built a single dynamic ad that showed each prospective traveler the package, hotel or cruise most relevant to them. Dynamic ads improved their return on ad spend by 38%, and drove 415% more revenue compared to standard remarketing. Mariana Filippo, senior marketing analyst at Hotel Urbano, says it made business more efficient “since we don’t have to change creatives every day across over 4,000 packages across 183 different countries. It keeps up with our frequency so we can deliver the right ad with the right user.

    In flights, Jet Airways customized ads based on where and when people were looking to fly, so someone browsing flights from New York to London could see a special offer on business class tickets on the exact day they’re looking to fly. They doubled conversions at a 65% lower CPA by adding dynamic ads to their remarketing strategy.


    In local deals, India's largest online B2B marketplace IndiaMART used dynamic remarketing to recommend new suppliers to existing customers, increasing lead volume by 400% at a 60% lower CPA. Saugata Halder, product marketing manager at IndiaMART offers this advice: "For marketplaces like us, it’s imperative to showcase the wide range of products available to our buyers. Dynamic remarketing allowed us to reach a larger segment of our customers with personalized ads and to maximize the impact of our marketing efforts.


    Join us for a Hangout on Air

    Learn how you can get started with Dynamic Remarketing. Join us for a live Hangout on Air with Google product managers and experts on Thursday, October 9th at 9:00am PT/ RSVP here.

    For more information visit the AdWords Help Center. If you’re a Google Analytics user, you can visit the Google Analytics Help Center to learn how to use your existing tags to get started with dynamic remarketing.

    Posted by Jyoti Vaidee, Product Manager Dynamic Display Ads

    *Campaign results may vary across advertisers 


  • Measuring more value with estimated cross-device conversions, now available for display
    It’s been a year since we launched Estimated Total Conversions, which included cross-device conversions for search ads. Advertisers from around the world, both large and small, have used these insights to see a more complete and accurate picture of how their online advertising drives conversions.

    Jeremy Hull, director of bought media at search agency iProspect, noted that his search team uncovered 22% more conversions that began with a mobile click when using Estimated Total Conversions on Adwords. “We use these insights to help our customers make more informed bidding and budget decisions -- mainly in the area of investing more in online mobile ads.”

    Starting today, estimated cross-device conversions for display ads will start to roll out to all advertisers to help you measure the full value of your ads on the Google Display Network. Here’s how it works: say someone’s browsing bicycle reviews on her phone, and clicks on a Display Network ad that takes her to a bike shop’s website. Later, when she gets home, she pulls up the shop’s site on her computer to buy the red cruiser she’s been eyeing. This is an example of a cross-device conversion from a display ad that advertisers can now measure.

    You’ll find estimated cross-device conversions and estimated total conversions in the Campaigns tab of AdWords:
    Measuring your customers’ mobile paths to conversion

    Your customers’ paths to purchase are increasingly complex. In fact, 9 in 10 consumers start an activity on one device and finish it on another.1 With the rise of mobile phones, customers may interact with your ad to learn more about a product and then call your business, download your app, or finish their purchase on a different device.

    Estimated cross-device conversions now help advertisers measure more activities from mobile, leading to better return on investment. These insights are more important than ever as consumers are increasingly researching products on-the-go, and typically click on display ads early in their purchase journey.2

    Customers finding success with Estimated Total Conversions

    Advertisers are making important business decisions based on the insights that they’ve gained from these new measurement tools.

    LendingTree has used the estimated cross-device conversion metric to measure 6% more conversions from their mobile display campaigns on AdWords. Mike Doll, head of programmatic marketing at LendingTree, says that this new metric “can provide valuable new insights into how users interact with our ads and where they ultimately convert.”  The online loan marketplace is currently exploring ways to use these new insights to guide decisions on mobile budgets and bids.

    The national furniture company, La-Z-Boy is working alongside their agency, RPA, to better attribute mobile clicks with the conversions they drove by using cross-device conversions data. Matt Targett, Director of Interactive and Product Marketing at La-Z-Boy, noted that "now that we know that our mobile display campaigns are driving 15% more conversions than we've previously measured, we're excited to dive deeper into our mobile ads, bids and budgets to ensure mobile clicks drive even more conversions in the future.”

    Join us for a Hangout on Air

    Learn more about how businesses are using insights from Estimated Total Conversions to make important marketing decisions about budget allocation and bid management. Join us for a live Hangout on Air with industry leaders on Wednesday, November 12th at 11:30am PT. RSVP here.

    Posted by Levent Besik, Product Manager, Google Display Network

    1 Industry Multi-Screen Study, Google/Ipsos, 2013
    2 The Customer Journey to Online Purchase, Google, April 2013


  • Keep price and availability fresh with automatic item updates
    We know you’re busy preparing great deals for the fast-approaching holiday season. When shoppers find these deals on Product Listing Ads (PLAs), they will expect the price and availability to match your website. Any changes to this information on your website will need to be reflected on Google Shopping as quickly as possible. To help you with this, we’re announcing automatic item updates.

    If you enable automatic item updates, we will update product price and availability shown on PLAs if we notice a difference between your product data and your website’s microdata instead of disapproving your ads. These item updates will persist until you make an update to your product data. Merchants who have participated in the beta have seen a 50% reduction in price-related item disapprovals.

    You can follow these steps to get started with automatic item updates:
    • Implement schema.org microdata on your website. Learn more about implementing microdata.
    • Enable automatic item updates by visiting the automatic item updates tab in the settings section of your Merchant Center account.

    Automatic item updates work in conjunction with a good feed rather than replacing it. Accurate and frequent data feed updates are still critical to ensure great results for shoppers. If many of your products are updated several times per day, we suggest using the Content API in addition to setting up automatic item updates.

    To keep your items live during this holiday, you should always make sure to comply with our Google Shopping policies while participating in Google Shopping. For more help with data and policy requirements, please visit the Merchant Center Help Center.

    Posted by Hannah Schlesinger and Tom Beyer, Google Shopping Team


  • Building the next generation of display ads for a multi-screen world
    It’s true that mobile devices offer a new canvas for advertisers to connect with consumers, but painting on this canvas has not always been easy. Many marketers started out by shrinking down their existing display ads for mobile, but this didn’t always make for a great consumer experience. They also discovered that frequently their existing display ads were not able to run on mobile devices or on mobile browsers. But now, a new generation of display ads is changing how advertisers engage with consumers on mobile devices.

    Today, we’re excited to announce that over the coming months we will launch several mobile display ad formats and tools across the Google Display Network, the AdMob Network and DoubleClick that will make it easier for advertisers to build successful ads that work across screens.

    Display ads built for mobile
    The new display ad formats that will be rolling out in the coming months are designed specifically for mobile environments:

    • Big brand ads, built for mobile and resized for every screen:  Mobile lightbox Engagement Ads use your existing brand assets to automatically create engaging rich media ads in HTML5 that run seamlessly across devices and screens. The ads will dynamically resize to fit any ad size, making them quick-to-create, and you only pay when users engage. We built a demo of this new format for Kate Spade's 2013 holiday campaign. These will soon be available in the AdWords Ad Gallery. 
    Invitation State
    Expanded State

    • Video ads for the AdMob network that people can choose to watch: TrueView ads have already been running across gaming apps in the AdMob network. In the coming months, they will roll out broadly across more apps in AdMob. With TrueView, your ads can reach consumers while they engage with their favorite apps. Plus, you only pay when a user chooses not to skip your ad.

    • Ads that stay put even while a person scrolls down the page: The anchor ad format is a mobile web ad unit that sits at the bottom of the screen on a mobile device. As a user scrolls down the page, the ad remains “anchored” to the bottom of the screen. The user can dismiss the ad at any time.
    • Magazine glossiness for your existing text ads: The magazine style text ad format (previously launched for mobile websites) has now been extended as an interstitial in-app format for the AdMob network, bringing the glossiness of print magazine ads to the ease and practicality of a text ad. Google Display Network text ads automatically become eligible to serve in this new ad space.
    Anchor Ad Format and Magazine Style Text Ad Format

    Tools to help make your existing ads mobile-ready:
    These next generation mobile formats will make it easier for advertisers to build beautiful and engaging mobile ads that work across screens, but we also wanted to make it easier to do more with your existing ads designed for desktop. We've developed three new tools, that will be available in the coming months, to convert your existing ads into versions that will work across screens and devices.

    • Automatic mobile sizes for your image ads: The auto-resizing tool for the Google Display Network will automatically create new sizes of image ads, including mobile-specific ad sizes.
    • Interactive HTML5 backups when Flash isn’t supported: The Flash-to-HTML5 conversion tools for the Google Display Network and DoubleClick Campaign Manager will automatically create an HTML5 version of your Flash ads. When these ads are served on a device or browser that doesn’t support Flash, the system can show the interactive HTML5 ad instead of a static image backup.
    • HTML5 and in-app rich media ads built in minutes: There are now 29 HTML5 and in-app formats available in DoubleClick Studio Layouts, a tool that let’s you upload your existing creative assets into a pre-built rich media ad template to quickly create rich ads that work on smartphones and tablets.

    With these new tools and formats, we’re making it easier for advertisers to develop beautiful display ads that just work, regardless of screen or device, ensuring a better experience for both consumers and brands.

    Posted by Jonathan Alferness, Director of Product Management for Mobile Display Ads at Google



  • Customized Creatives at Scale
    Earlier this year, we announced our commitment to build tools specific to the needs of advertisers with large scale campaigns. We call these “Tools for the Power User,” and they’re designed to help our most sophisticated advertisers reach customers at scale, reduce account complexity, and act on data and insights.

    Over the next few months, we’ll be rolling out a number of these new tools. The first of these is ad customizers, which fits this month’s theme of optimizing creatives at scale.

    Real-time creatives at scale

    For advertisers with thousands, or even millions of products, showing tailored messages for each product and promotion you’re offering can be a time-consuming and difficult process. Ad customizers let you show highly relevant ads to your customers, in real-time, even when you have thousands (and sometimes millions) of products, services, and promotions—all changing by the day.

    For example, ad customizers allowed Extra Space Storage to deliver a relevant, dynamic ad to each of their customers, and scale their ad creation at an incredible rate.  Extra Space Storage says: "By using ad customizers to dynamically insert details about price and timing on promotions into our ad text we saw a 113% increase in CTR over our control. Google gave us a solution to the growing need of delivering the right message to the right customer."

    How it works 

    Ad customizers use a number of inputs, such as information about your business, to generate extremely relevant and timely ads. To get started, you’d simply provide business details like product, price, and timing on promotions, and which campaigns, ad groups or keywords they’re relevant for, through a spreadsheet. This information goes into the new Business data section of the Shared library in AdWords, where it can be stored and then accessed when we use it to show an ad.

    Then, you create your ad with customizers which are parameters that tell us what information from your spreadsheet you want inserted into your ads. AdWords will dynamically take the product information that is most relevant to what each customer is searching for and insert it into your ad text. This saves you time, and lets you deliver a powerful, customized ad experience to each of your customers, every time.

    Driving success

    There are a number of different ways to drive success using these highly customizable text ads. With ad customizers, you can
    • Connect with customers at scale - create a single text ad with hundreds of variations so you can show the most relevant ad to each potential customer
    • Show real-time calls-to-action - inform consumers when time’s running out on a promotion, in real-time

    • Optimize workflow - spend less time developing ad copy and re-submitting ads because AdWords will create relevant ads for you
    We’re already seeing many advertisers use ad customizers to effectively reach their audience—and their performance goals.

    Ben Arabov from the agency Elite SEM, says: “When Elite SEM first learned about ad customizers, we jumped at the opportunity. We believed this feature would incentivize valuable clicks, and our hypothesis was right. Clients saw KPIs improve dramatically—sometimes as much as 2x. This has enabled us to drive incremental performance not only during promotions, but for the long term as well.”

    HomeAdvisor.com, a free online tool for finding trusted home service professionals, says: “With the new ability to serve highly customized text ads that highlight our latest offerings, we’ve seen significant search performance improvement and considerable lift in CTR.” 

    And the agency, Merkle | IMPAQT, used ad customizers to effectively countdown the days to their seasonal promotions, and drive better performance for their customers: “We used the countdown feature to countdown the days until Thanksgiving and holiday deals began. We discovered the click and impression assisted conversions for this ad copy performed at a significantly higher rate than other copy. We also saw higher conversions associated with this copy on Thanksgiving and for about a week after as a result. We'll continue to use ad customizers for seasonal and on going promotions moving forward.”

    Getting started

    With ad customizers, advertisers get to save time while showing fresher and more relevant ads, and customers see ads with pertinent, up-to-date information that’s closely tied to their search. This is a better user experience for your customers, and helps you drive better performance on your text ads.

    This feature will be rolling out globally over the next few weeks. For more information on how to get started, visit the AdWords Help Center.

    Posted by Karen Yao, Group Product Manager, AdWords


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