- How Search Insights Can Inform Your Event Strategy
Oscar Night. The Olympic Games. Bonnaroo. We think of produced events as finite moments in time. But as we saw with Bob Costas’ eye and “Adele Dazeem”, many of these “finite” moments actually create a much larger window of interest—and opportunity—online. You could say that for every offline action, there is a digital reaction. And it starts with search.
By understanding search data and its role before, during and beyond an event, marketers can prepare to respond to consumers’ needs and desires in new and timely ways. Think with Google looks at how these search insights can help guide a thoughtful event strategy and provides tips for marketers to get the most value from events. Read the full article
Check out Think with Google’s full collection of Search Insights articles
for more examples of how to use search data to inform your marketing.Posted by Think with Google
- +Post ads now available to all advertisers and support Hangouts on Air
Last December, we introduced +Post ads
to a limited number of advertisers as a new way to amplify content and create conversations across the web. +Post ads let you to take a piece of your public Google+ content, like a photo or video, and turn it into an engagement ad
that runs across the Google Display Network.
Starting today, +Post ads are available to all advertisers who meet a minimum threshold of Google+ followers
. We’re also piloting two new features - promoted Hangouts on Air and automatic post promotion - to help you create compelling ad experiences and make it easier to extend the reach of your social content.Partner success
+Post ads are already helping advertisers run creative campaigns that make the entire web their social stream. For example:
For the launch of the 2014 Corolla, Toyota USA sought to drive consideration from a younger audience by promoting their Google+ content with +Post ads. For this campaign, Toyota USA saw a 50% higher engagement rate than the industry average
for rich media ads.
|Click to see the Toyota case study|
To raise awareness with their potential customers, prAna, a yoga and climbing inspired apparel company, incorporated +Post ads into their existing AdWords display campaigns. “We focused on highly targeted audiences that best reflect the interests of our core consumers, such as yoga, climbing, outdoor lifestyle etc. We chose the most hyper relevant Google+ content to promote to each targeted audience, to ensure high engagement rates,” says Karen Hardy Online Marketing Manager.
The European Parliament worked with Ogilvy Brussels to run a campaign in 11 countries encouraging European citizens to cast their votes in the upcoming EU elections. Koen Van Impe, CEO Ogilvy Brussels, found the combination of an easy to create ad, the potential reach and targeting of the Google Display Network, and the powerful ad format promising and saw engagement rates that were 50% to 100% higher, and at a lower cost-per-engagement, than previous campaigns.
Promoting Hangouts on Air across the web
|Click to enlarge|
You can now promote your Hangout on Air with +Post ads that lets users take specific actions before, during, and after the broadcast. Users can RSVP prior to the Hangout, watch the broadcast live, and view a recording after the event.
ASOS hosted a shoppable Hangout where fans could check out styles and make purchases from a collection created in collaboration with a global activewear brand. The event was promoted live in a +Post ad, driving awareness and live tune-ins of the event on relevant web sites. In total, 71% of live viewers for the Hangout watched from a +Post ad.
Automatically promote your most recent post
|Promoted Hangout on Air|
At any given moment, there is someone interested in your brand, but it’s challenging to make sure you reach people at every moment that matters. Now you can automatically promote your most recent Google+ post, and pay only when people engage with your content, extending the reach of your social content across the web.
Lean more about +Post ads and Google+ by visiting the Google+ for brands site
.Posted by Eran Arkin, Product Manager, Social Display Ads
- Next Tuesday is your chance to step inside AdWords
Next Tuesday, April 22nd at 9am PT and 12pm ET, we invite you to step inside AdWords as we share our next generation of advertising innovations with you, live
, right here on the Inside AdWords blog. As part of this global livestream, we will announce 10+ new AdWords products, features, and research studies that we have worked hard to develop over the past year. We built these innovations with you in mind, using customer feedback to inform our product development decisions. Register for the livestream here
As we met with advertisers, both large and small, and conducted consumer research, we learned the following:
- It’s no longer about devices. Consumers are constantly connected, and the average American today owns four digital devices and spends 60 hours per week consuming content across platforms.* In this multi-device world, the way people use desktops, laptops, notebooks, tablets, and smartphones is blurring. This means people don’t think about which device they’re using, they just expect the right content to appear seamlessly wherever they are ready to engage.
- Context matters more than ever. The ways people connect -- whether that’s on a computer, a mobile website or an app -- have become increasingly important in showing people the right content -- and the right ads. With more insight into people’s contexts, we can make more meaningful connections and create better consumer experiences.
- Connecting people to content. With more consumer touchpoints than ever, it can become increasingly complex to reach people in the moments that matter. At Google we work hard to develop innovations that let technology do the hard work so that businesses can focus on reaching their customers.
With these insights, our team of product managers and engineers went to work to build a brand new set of AdWords innovations to help businesses continue to grow while saving time and improving efficiency.
Join us for our big announcements. Our livestream is on Tuesday, April 22nd at 9am PT / 12noon ET -- right here on the Inside AdWords blog. Register here.Posted by Your Inside AdWords Team
, February 2014.
- Upgrade to Search Network With Display Select for Better Performance
Last month we shared some stories
about how Search Network with Display Select is driving strong performance for many advertisers including Elmo Learning
. This new, high performing hybrid campaign type helps advertisers, on average, see a 35% higher click-through-rate, and a 35% lower cost-per-customer purchase
on the Display portion of their Search Network with Display Select campaigns.Upgrade now for better performance
To start tapping into this opportunity, upgrade your “Search and Display Networks” campaigns to “Search Network with Display Select” today. You may be offered an option to create a ‘Display Network only’ campaign during the upgrade process. If you would like to maintain your click volume on Display, accept this option and we will automatically create a ‘Display Network only’ campaign for you. As we continue to invest in Search Network with Display Select and see strong adoption from advertisers, we will begin upgrading all ‘Search and Display Networks’ campaigns to ‘Search Network with Display Select’ campaigns starting on September 16th, 2014. Click here to upgrade
.We’re here to help
We want you to be successful with AdWords, so please visit the Help Center
or Contact Us
if you'd like assistance with your upgrade.Posted by Ahmad Anvari, Product Manager, Google Display Network
- An important step by the Media Rating Council toward a viewable impression currency
On Monday, the Media Rating Council
(MRC) announced that it is lifting its advisory on transacting on viewability for display advertising, originally issued in November 2012. In taking this step, the MRC is signaling that great strides have been made toward the goal of transacting display advertising using viewable impressions, and the industry is ready to begin the process of adopting viewable impressions as a standard metric. We applaud this move and are thrilled to see the industry move closer to the reality of a true viewability currency
Google has been a longtime supporter of this effort and we’ve partnered with the industry, the Media Rating Council and the IAB, as part of the Making Measurement Make Sense
(3MS) initiative, to help guide the definition and adoption of a viewable impression standard. Last April our viewability measurement solution Active View
by the Media Rating Council and, in the coming months, we’ll be making Active View reporting available to all DoubleClick customers across our platform. We believe that giving marketers, agencies and publishers access to a common, integrated viewable impression metric will set the foundation for viewable impressions to become an actionable currency.
But measurement alone will not make viewable impressions a currency. To become a currency we need technology that allows advertisers and publishers to not only measure, but also transact on viewable impressions. In December, we took our first step toward making viewable impressions a true currency by giving advertisers the ability to target and buy only viewable impressions on the Google Display Network
. We’ve seen a strong positive response as thousands of advertisers and brands have adopted viewable impression buying on our network, but we’re not stopping there. We’re investing heavily in Active View and working quickly to enable our DoubleClick platform clients to value, buy, sell, serve and optimize to viewable impressions across the web.
The MRC announcement represents an important milestone in the journey towards a viewable currency. As marketers and agencies adopt the viewable standard we can start to build a new display market that is more transparent and actionable for brand marketers.