EsheleD Marketing & Technology

26May/160

2016 update to Google Shopping Products Feed Specification

Today, we’re announcing updates to the Google Shopping Products Feed Specification. The specification is your resource for understanding what information Google needs about your products to run Shopping ads. Each year, we make updates with the goal of creating better experiences for users searching for your products online.

Some of the updates require changes to your current product data that need to be implemented by September 1st, 2016 and February 14th, 2017, respectively.

Here's an overview of this year’s updates:

  • Unit Pricing’ will be made available for all markets and applicable categories to ensure consistency in the way prices are displayed. This means, going forward, if you want to display Unit Prices, use the unit_pricing related attributes and not the price attribute. Learn more.
  • Color’ and ‘size’ values submission will be enforced more strictly for apparel products in Germany, France, Japan, and the UK. Complete and consistent data for variant attributes provide a better shopping experience for users. This means, going forward, not providing ‘color’ and ‘size’ values for apparel products in Germany, France, Japan, and the UK, will result in item disapprovals. Learn more about 'color'. Learn more about 'size'
  • Gtin’ and ‘google product category’ requirements will be expanded to Austria, Belgium, Canada, Denmark, India, Mexico, Norway, Poland, Russia, Sweden, and Turkey to improve product matching and overall ad performances. This means, going forward, Global Trade Item Numbers (GTINs) are required for all products with a GTIN assigned by the manufacturer. GPC is required for all products falling within the 'Apparel & Accessories', 'Media', and 'Software' categories. Not providing values for the ‘gtin’ or ‘gpc’ attributes will result in item disapprovals. Learn more about Google product categories. Learn more about GTINs
  • The minimum image size requirements for non-apparel products will be increased from 32 x 32 to 100 x 100 pixels to be able to support new ad formats better. The minimum image size for apparel images will remain 250 x 250 pixels. Ads with large, high-quality images (we recommend 800 x 800 pixels or larger) have proven to be more effective and lead to better performance. This means, going forward, non-apparel images below 100 x 100 pixels and apparel images smaller than 250 x 250 pixels will result in item disapproval. Learn more
  • The maximum feed file size will increase from 1 GB to 4 GB (Gigabyte). As before, files can either be submitted in compressed or uncompressed format. Learn more.

Below are the timelines when certain product requirements will lead to item disapprovals:

  • Beginning September 1st, 2016, all of the updates, except the GTIN requirement updates, will go into full effect and any product data that doesn't meet the requirements in the Products Feed Specification will be disapproved. 
  • Since providing accurate GTIN information can take more time, the GTIN requirement updates will go into full effect later on, starting February 14th, 2017

As you begin making updates to your product data, we also recommend that you update the corresponding microdata on your product landing pages, which helps to ensure a strong match of information between your ads and your website. Additionally, this allows you to take advantage of advanced features such as automatic item updates, which ensure that your ads have the most accurate price and availability information.  

Posted by Angelika Rohrer and Patrik Reali, Google Shopping Team

25May/160

Ads and analytics innovations for a mobile-first world

The shift to mobile is no longer a change on the horizon. It’s here.

Every year, there are trillions of searches on Google and over half of those searches happen on mobile. And across the millions of websites using Google Analytics today, we're seeing more than half of all web traffic now coming from smartphones and tablets.

When we asked people to describe the role smartphones play in their lives, they used phrases like "attached to my hip", "butler" and "lifeline." Smartphones have become the companion that people turn to in I-want-to-know, I-want-to-go, I-want-to-do and I want-to-buy moments throughout the day.

To help marketers succeed in this mobile-first world, we have redesigned AdWords -- from the ground-up -- and re-thought everything from creatives and bidding, to workflow and measurement.

We’re also making it easier for marketers to bridge the digital and physical worlds. With location-related mobile searches growing 50% faster than all mobile searches, it’s clear that consumers are moving seamlessly between online and offline experiences. So it’s important to help marketers think this way too.

It was incredibly exciting to share new innovations with advertisers this morning at the Google Performance Summit. Below are highlights from today’s announcements. You can watch a replay of the full program here.

AdWords re-imagined for the mobile-first world

Over the last several years, we’ve discovered that accounting for mobile and designing for mobile-first are two very different things. That’s why we’ve completely transformed how we think about and build AdWords.

In order to enable advertisers and developers to drive more downloads of mobile apps -- across Google properties -- we built Universal App Campaigns. To date, Universal App Campaigns has delivered more than 2 billion downloads for advertisers, across Google Search, Google Play, YouTube, and the Google Display Network. And last week at Google I/O, we announced this campaign type is now available on iOS.

Today, we are announcing even broader changes to advertising with Google, from how text and display ads work, to the way advertisers optimize campaigns.

What do text ads look like in the mobile-first world? Mobile has revolutionized the canvas where ads live. Earlier this year, we removed right-hand side ads on desktop to improve the search experience and make it more consistent across devices. This paved the way for us to introduce the biggest changes to our text ads since AdWords launched fifteen years ago.

Optimized for screen sizes of the most popular smartphones, new expanded text ads in AdWords provide more ad space so you can showcase more information about your products and services before the click. Here are the key changes:


These upgrades help your ads work harder across screens, especially for the on-the-go mobile consumer that wants to know exactly what you offer before tapping into your website.

Based on early testing, some advertisers have reported increases in clickthrough rates of up to 20% compared to current text ads. We encourage you to start planning for this upgrade before it rolls out later this year.
How do display ads look in a mobile-first world? From sites to apps to videos, mobile has unlocked a universe of new spaces to reach consumers. Responsive ads for display adapt to the diverse content across the more than two million publisher sites and apps on the Google Display Network (GDN). They also unlock new native inventory so you can engage consumers with ads that match the look and feel of the content they’re browsing. Simply provide headlines, a description, an image, and a URL -- and Google will automatically design these beautiful responsive ads.

Responsive ads for display adapt to fit any app or site on the GDN.


We’re also extending the reach of GDN remarketing campaigns by giving you access to cross-exchange inventory, which includes more websites and apps around the world. With this inventory, European airline SAS drove about 20% more conversions at a similar CPA for its remarketing campaigns. Learn more

What does bidding look like in a mobile-first world? Marketers need more control and flexibility to optimize bids on specific devices. In the next few months, you’ll be able to set individual bid adjustments for each device type -- mobile, desktop and tablet. This lets you anchor your base keyword bid to the device most valuable to your business and then set bid adjustments for each of the other devices. You will also have a wider range to adjust bids, up to +900%. With more controls, you can now optimize with greater precision while keeping things simple with a single campaign that reaches consumers across devices.

Mobile is local, bridging digital and physical worlds for marketers

Nearly one third of all mobile searches are related to location. People’s online and offline worlds are colliding — whether you’re researching restaurant ideas for dinner on Friday night or looking for a store that sells rain boots in your size.

To help advertisers reach consumers searching for physical business locations, we’re introducing new local search ads across Google.com and Google Maps. Advertisers using location extensions will be able to prominently showcase their business locations when consumers search for things like “shoe store” or “car repair near me.” Learn more

We’re also investing in more branded, customized experiences for businesses on Google Maps -- geared towards helping you increase store visits. First, we’re experimenting with a variety of ad formats on Maps that make it easier for users to find businesses as they navigate the world around them. For example, Maps users may start to see promoted pins for nearby coffee shops, gas stations or lunch spots along their driving route. Local business pages are also getting a brand new look -- to encourage consumers to explore your store before they even arrive, we’re adding new features like special offers and the ability to browse product inventory.

Ads in Maps : promoted pin and business page

With online ads bringing more people to your storefronts, how do you measure the impact?

AdWords is the largest online-to-offline ad measurement solution in the world. In fact, since AdWords store visits were introduced two years ago, advertisers have measured over 1 billion store visits globally.
Businesses across a variety of industries around the world are using insights from AdWords store visits to measure the impact of online ads on offline activity. Nissan UK discovered that 6% of mobile ad clicks result in a trip to a dealership, delivering an estimated 25x return on investment. See the full story here.

Succeeding in a mobile-first world

As consumers live their lives online and blur the lines between online and offline, it’s more important than ever to build your business for mobile. Google’s building for this mobile-first world as well and we’re excited to go on this journey with you.
To see the full range of ads and analytics innovations announced this morning, watch the Google Performance Summit keynote here. Also check out the new AdWords Marketing Goals site to learn how to use ads solutions to meet your business objectives.


Posted by: Sridhar Ramaswamy, Senior Vice President, Ads and Commerce

24May/160

Driving Mobile App Downloads and Engagement – Google Best Practices

In today’s crowded market for mobile apps, it’s more important than ever to be able to attract the right users to your app, gain their loyalty, and drive long term value.

By now, you’ve probably had the chance to hear about some new ads & analytics announcements at Google I/O designed to make it easier for developers and marketers to find more of the right users for their apps across all of Google. Things like:

  • Improvements to our Universal App Campaigns: expanding beyond Android into iOS and optimizing beyond CPI for user value and in app conversions, and
  • A new analytics platform called Firebase Analytics that can help you to understand and optimize for lifetime value.

To help prepare for these updates, we’ve updated two of our best practices guides that will help you use AdWords for driving more app downloads and increasing user engagement.

You can also check them out at g.co/PromoteYourApp. Only 364 days left to the next I/O!

Want to stay on top of even more Best Practices? Sign up to receive our monthly newsletter.

Posted by: Matt Lawson, Director, Performance Ads Marketing

19May/160

At Google I/O, new features to find the right users for your app

Last year at Google I/O, we shared our mission to make app growth easier with the launch of Universal App Campaigns - one simple campaign that surfaces apps to billions of consumers who use Google Play, Search, YouTube, and more. It’s working, and more people are discovering apps on Google than ever before. Over the past year -- and thanks to Universal App Campaigns -- we've more than doubled the volume of app installs driven by ads, and to date we’ve delivered more than 2 billion downloads to developers.

Today at Google I/O, we’re announcing multiple improvements to Universal App Campaigns to make it an even more powerful tool for app developers to find the right users for their app.

Making app growth simple for iOS developers 

First, Universal App Campaigns are expanding beyond Android to help developers grow their iOS apps. Now, all app developers can tap into the simplicity and power of Universal App Campaigns to reach billions of Android and iOS users on YouTube, the Google Search App, and the Google Display Network. Universal App Campaigns for iOS are available in beta today and will roll out to all developers in the near future.

Finding more valuable users with less effort 

Second, we’re helping developers more easily grow an active user base by finding the right user from the start. Instead of reaching any user to install their app, developers can now also find customers who are likely to be valuable users of their app. A recent study1 showed that 17% of users drive 85% of app revenue, which is why successful apps are shifting their focus from volume to finding more of the right customers.

Universal App Campaigns will automate targeting, bidding, and creative generation to find your most valuable users based on your in app conversions. Just tell us the in app events that matter to you, whether it’s reaching level ten in your game, subscribing to your service, or making a purchase in your app, and we’ll do the rest. Our models evaluate countless signals and constantly learn and adjust, meaning every ad is based on the freshest, most relevant data. The best thing is that we do all the hard work in the background, predicting which users will be valuable and acquiring them at the right price. These innovations are in testing and will roll out in the coming months.

Pocket Gems has already been leaning on the automation of Universal App Campaigns to find quality users at scale, as David Rose, Director of Performance Marketing said:

"Universal App Campaigns have helped us acquire users with a higher LTV compared to other acquisition channels. We're particularly excited about how the next generation of Universal App Campaigns will enable us to iterate quickly and optimize for the actions that matter most to our business. This is an app marketer's dream."

Screenshots of mobile users discovering the Pocket Gems War Dragons app on Google Play and Google.com, powered by Universal App Campaigns
Screenshots of mobile users discovering the Pocket Gems War Dragons app on Google Play and Google.com, powered by Universal App Campaigns

More ways to reach the right customers at the right moments 

That’s not all. We’re creating more chances for developers to show ads where users go to watch, discover, and communicate. Universal App Campaigns will soon reach more users on YouTube, as well as introduce a new opportunity to reach users on top of tabs in Gmail.

New Gmail placement launching in 2016
New Gmail placement launching in 2016

Insights made for apps 
Finally, we know app developers need the best user insights to build better apps and power their marketing campaigns, so we’re particularly excited about Firebase Analytics, our new analytics platform designed for apps from the ground-up that was announced at Google I/O earlier today. It provides prebuilt engagement and in-app actions that will help manage your conversions and lifetime value for AdWords campaigns and over 20 third-party ad networks. If you’re an AdWords user you can funnel these conversions into AdWords so it’s even easier to optimize campaigns to the things you care about.

SparkPeople, one of our early testers in the health and fitness sector, is already gaining more insights and taking a longer term view of app audience growth by linking AdWords accounts to Firebase:

“AdWords is a crucial part of my customer acquisition strategy. Linking my AdWords account to Firebase was incredibly easy, and now I can see total lifetime value for all users I've brought in from AdWords, broken down by campaign. The ability to sync my AdWords data to Firebase Analytics has simplified my daily management and optimization from hours to minutes, so I can spend more time building an app my users will love." - Joe Robb, Digital Marketing Director, SparkPeople 

The Firebase Analytics dashboard
The Firebase Analytics dashboard

We look forward to helping many more developers build and grow successful businesses. At Google I/O, we’ll be sharing essential insights and best practices on how to drive growth with Google tools. You can take part too by viewing the live streamed and recorded sessions here. Happy I/O!

Posted by: Sissie Hsiao, Product Management Director, Mobile App Ads


1. State of Mobile Acquisition, RadiumOne

17May/160

New ways to be there and be useful for mobile shoppers

It comes as little surprise to many of us, but mobile’s share of online retail purchases continues to grow. In 2016, 34% of online retail purchases in the US happen on mobile.1 And it’s not just the purchases themselves. It’s the explosion of ‘I-need-some-ideas,’ ‘which-one’s-best?’ and ‘I-want-to-buy-it’ micro-moments happening on Google that lead to those purchases. In fact, mobile shopping searches on Google have increased by 30% in the last year.2

Retailers have asked us to help make it easier for them to be there and be useful during these mobile moments. Here’s what we’ve been working on:

Introducing shopping ads on image search 

Whether they’re looking for a new sofa or the perfect pair of earrings, people who search and shop on their smartphones at least once a week say that product images are the shopping feature they turn to most.3 And it turns out, the top questions Google Images users ask us are 'What's the price of this?’ and ‘Where can I buy it?’

That’s why we are introducing Shopping ads on image search. Now your ads for related products will appear as shoppers browse Google Images, so they can easily click through to buy from you.

Brands like Swarovski are excited about this new visual format.

According to Yelena Aschberger, Vice President of Digital Communication, PR & Events at Swarovski CGB, “Swarovski is an emotional brand and we are always looking for new ways to bring our products into a visually inspiring context. We’re thrilled to be able to leverage Google’s newest formats, particularly Shopping ads on image search which will allow us to engage shoppers and inspire them to desire our brand as they’re browsing and discovering products in our categories.

Your ads are automatically eligible to show on image search as part of the Google Search Network.


Shopping ads on image search

Making local inventory ads more useful and accessible 

Searches with local intent - those that include a place name or zip code, or words like “near me” - have doubled in the past year.4 We introduced local inventory ads to help make the inventory in your local stores accessible to people shopping online. This format has been incredibly effective for shoppers and retailers, and we’ve shown them four times more to people looking for local products in the last year.

Starting today you can show people that you offer buy online pickup in store by adding a store pickup link to the Google-hosted local product page. This is the page that appears after a user clicks your local inventory ad.

Kohl’s, a participant in our Store Pick-up pilot program, saw a 40 to 50% increase in clicks from their Google local storefront to the Kohl’s site with this feature.

For advertisers who use local inventory ads, we’re also making your inventory searchable on Google.com in the local Knowledge Panel, a place where shoppers already look for store hours and directions. Together these updates will assure shoppers that what they’re looking for is in stock, bringing more of them into your stores.

Store Pick-up link
Searchable inventory in the local Knowledge Panel

Bringing Google Express to more shoppers and retailers 

Google Express continues to drive value for retailers by helping them sell their inventory online and particularly on mobile – with our mobile app accounting for over 50% of orders.

Over 50% of customers brought to retailers by Google Express are new.5 And sales from retailers’ existing customers have grown by 18%.5 On the back of this success, we continue to roll out our overnight delivery service. In June, we’ll launch to over 23M people in Texas and parts of surrounding states, increasing Google Express coverage to over 120M people.

More Purchases on Google 

Last July we launched Purchases on Google. This feature of Shopping ads allows people to easily buy products on mobile through retailer-branded product pages hosted by Google.

Ralph Lauren, UGG, Staples and more of our top advertisers have been testing this feature and seeing strong results. That's not only good for retailers, but also for shoppers who are more easily able to purchase on the go.

According to John Kalinich, Senior Vice President, Global Digital Commerce at Deckers Brands, "It's early days, but we're seeing a nearly 50% increase in conversion rate on our mobile Shopping ads with Purchases on Google and a 25% decrease in our cost per conversion for UGG."

Staples has seen similar results. “We've added 95% of our products to the Purchases on Google program and within less than a year, we've already seen an improvement in ROAS, compared to mobile shopping ads” says Faisal Masud, EVP of Global E-Commerce at Staples.


Purchases on Google

As mobile’s role in shopping continues to grow, being there and being useful to people in their “I need some ideas,” “which one’s best?” and “I want to buy it” micro-moments will drive more online and store sales. Please talk to your Google account team if you’re interested in trying any of these features.  

Posted by: Jonathan Alferness, Vice President, Product Management, Google Shopping


1. Google Data, Aggregated, anonymized data from Google Analytics for US retailers, U.S., April 2016.
2. Google Data, Aggregated, anonymized mobile searches that are eligible for a Product Listing Ad, Global, May 10, 2015 - May 9, 2016.
3. Google/Purchased Digital Diary: How Consumers Solve Their Needs in the Moment, May 2016, Smartphone users = 1000. Search and purchase on smartphones weekly = 736. Shopping features include the following: Engage with advertisements or messages from a business (click, watch, etc.) Check product availability online or instore, Read reviews from other shoppers and experts, Watch online videos about the product or service, Look at product images for the product or service, Use discounts or offers for a product or service, Contact a store about a product or service, View store locations on a map.
4. Google Trends, U.S., 2015 vs 2014.
5. MasterCard/Google Express incrementality study, 2016

7May/160

Preventing accidental clicks for a better mobile ads experience

We’ve all been there. You’re trying to send an article from your phone to a friend, or you’re playing a mobile game while waiting in line for a movie, when you accidentally touch an ad on your screen. You weren’t interested in the ad -- heck, you didn’t even have time to see what it was for -- but now you’re hitting the back button to get back to what you were doing. Not only do accidental clicks like these annoy users, but left unaddressed, they can drive down the value of ads.

Over the last four years, we’ve introduced a series of protections across mobile web and mobile apps to prevent accidental clicks like these on ads. Today we are continuing this commitment to protecting users and advertisers by extending accidental click protections to native ad formats. Native ads were developed to help publishers and developers implement ads that complement the look and feel of their content.

Since our teams started instituting various click protections, we’ve learned quite a bit along the way. Here are two insights among many that guide our ongoing work.

Fast clicks are not real clicks 

A professional baseball player has about 680ms1 to react and swing at a baseball thrown at 90mph. That’s fast, even for a professional who’s paying close attention to hitting the ball. We think it’s virtually impossible for someone to read, understand, and take action on an ad in that amount of time.

Figure 1: A click is ignored when a user accidentally fast clicks on an interstitial ad


Not surprisingly, we found super-fast clicks on ads to provide little to no value to advertisers. That’s why we ignore fast clicks that we detect to be accidental immediately upon ad load. Rather than our ads causing surprise low quality clicks, users can continue on uninterrupted.

Edge clicks lack value 

If you’ve used a mobile device, you know fat-fingers are a reality of touchscreens: the average fingerpad is roughly 50px large when pressing down.2 When we’re swiping, pinching, and poking our screens, it’s easy to accidentally touch the edge of an ad that appears unexpectedly or is placed too close to tappable controls on your screen.

Figure 2: A click is ignored when a user misses adjacent content and accidentally hits the ad


When we compared the performance of clicks from the edge of ads to those coming from the interior region, we found dramatically higher conversion rates and user intentionality on clicks toward the middle of ad units. A few years ago, we started to expand these protections across mobile placements resulting in ad clicks that are more intentional.

The overall benefits of click protections 

Fast clicks and edge clicks are just two of the user interaction issues we prevent in order to deliver value to advertisers. By expanding protections like these to native ad formats on mobile, we observe conversion rates increase over 10% on average with minimal impact to long term publisher revenue. This combined with our previous efforts has greatly improved the experience with mobile ads for users and advertisers.

The protections we’ve put in place across mobile web and mobile apps prevent tens of millions of accidental clicks per day, saving users tens of thousands of hours. When we look at the effect for advertisers in mobile apps, we observe double the value per click. We work hard to ensure that the clicks advertisers are charged for are more meaningful, and we hope sharing insight on these protections helps raise awareness and guide the wider advertising ecosystem. Plus, we really love playing games on our phones too, and want to make sure that we’re only taken to an advertiser’s page when we mean to go there.

Posted by Alex Jacobson, Product Manager, Ad Traffic Quality

  1. 90ft/132 ft per second = 681ms, 132 ft per second = 90mph
  2. http://touchlab.mit.edu/publications/2003_009.pdf

 

28Apr/160

New Merchant Center Feed Rules helps you submit your product data into Google Shopping feed format

Finding the right customers on Google Shopping starts with your Merchant Center product feed: it contains all the information about the products you sell to help online shoppers find just what they’re looking for. But we know that creating and maintaining a complete and compliant data feed can be challenging. To make feed management easier, we’re excited to introduce Feed Rules, a self-service tool to help you transform your existing data from your inventory management systems into the format accepted by Google Shopping. Feed Rules helps you streamline your data feed uploads, whether you’re already running Shopping campaigns or you’re just getting started.

Use Feed Rules to set up and maintain your feed in Google Shopping format 
Feed Rules allows you to perform basic transformations of your existing product data -- making it easier than ever to get your data feed up and running. You can export and submit your product data in your own format, and use different rules to transform it into product attributes and values that follow the Google Shopping feed specification, directly in Merchant Center:

  • Map your column headers to the attribute names supported by Google Shopping. For example, if you have an existing feed with the unsupported column header “main title”, you can set up a rule in Merchant Center to have it recognized as the supported attribute name, “title”. 
  • Transform the values in your feed to values supported by Google Shopping. For example, to submit gender specifications for your products, you can transform the unsupported value “for women” in your existing feed to the supported value “female”. 
  • Populate missing attribute values with a fixed value, or with different values based on conditional criteria. For example, if the “condition” attribute is missing and you’re only selling new products, you can set up a rule to have this attribute automatically set to “new”. 

Once you specify new rules for a feed, all future uploads of this feed will be processed according to those rules.

Google Shopping - Feed Rules
Feed rules in action: these rules transform unrecognized values for gender into values accepted for Google Shopping

 Use Feed Rules to organize your data for campaign optimization You can also use conditional rules to better organize your data:

  • Implement rules for custom labels to structure your campaigns in new ways. For example, you can group products by price ranges or margins, then later bid differently on these groups. 
  • Tag your products with a shipping label. For example, you can derive “heavy” from the category, label those products, and define a particular shipping cost for those items. 

As we introduce the first version of Feed Rules, we’re eager to learn about even more use cases from you. Feedback and suggestions for this feature can be entered directly from your Merchant Center account by clicking the gear icon in the top-right corner of the page and selecting “Send Feedback” to let us know what you think.

For more information about Feed Rules, check out our Help Center article, and stay tuned to the blog to learn more about feature updates and enhancements.  

Posted by Sven Herschel, Product Manager for Google Shopping

27Apr/160

Built for mobile: Bumper ads drive incremental reach and frequency, particularly on smartphones

Recent research has shown that half of 18-49 year olds turn to their mobile device first to watch video. Even in the living room, many people prefer to watch on their smartphone – for the control, personalization and ease it offers. And as viewing habits change, we are working to introduce new formats adapted to these habits.

That’s why today we’re announcing Bumper ads – a new six-second video format, sold through the AdWords auction on a CPM basis. Bumper ads are ideal for driving incremental reach and frequency, especially on mobile, where “snackable videos” perform well.

Given the succinct nature of the format, we’ve seen Bumper ads work best when combined with a TrueView or Google Preferred campaign. In early tests, Bumpers drove strong lift in upper funnel metrics like recall, awareness and consideration. We also see that Bumpers work well to drive incremental reach and frequency when paired with a TrueView campaign.

Atlantic Records was an early tester of this new format, using Bumpers to launch English band Rudimental’s second album. As Fiona Byers, Senior Marketing Manager of Atlantic Records/Warner Music Group said, “TrueView and Bumpers were a really important part of the recent Rudimental campaign to tell the story of the band’s second album. Through cost-efficient bumpers we could really showcase the plethora of legendary guests featured on the record. They each gave a short sharp insight into a featured artist and individual track on the album, with TrueView providing the fuller story around the album and the band. When used in conjunction, TrueView plus Bumpers really work more effectively than either format on its own.”

As a quick and fun format, Bumpers lend themselves well to serialized content. Audi Germany cut up their longer TrueView ad to introduce their Q-series SUVs with evocative German “q” words like querpass (cross kick) and quantensprung (quantum leap). Their early adoption of the format mirrors Audi Germany’s tagline “Vorsprung durch Technik” (“advantage through technology”).

We like to think of Bumper ads as little haikus of video ads – and we’re excited to see what the creative community will do with them. You can use Bumpers beginning in May by talking to your Google sales representative, and stay tuned as we continue to roll out new ad formats that are uniquely adapted to the way people watch video now, and in the future.

Posted by Zach Lupei, Product Manager, Video Ads

20Apr/160

Showing how YouTube ads drive sales for CPG brands with Oracle Data Cloud

Measuring the impact of online video is something of a passion for us at Google. It’s been three years since we unveiled Brand Lift for YouTube and brands have seen great success. But the last piece of the puzzle has been how does online video drive offline sales? This is particularly true for consumer packaged goods (CPG) companies, for which the vast majority of sales – over 90% – happen offline. Thanks to our new integration with Oracle Data Cloud – a leader in the emerging Data as a Service (DaaS) industry that measures the sales impact of digital media – we now have a solution to answer that question. Today we’re announcing the availability of sales lift studies in the US, for CPG advertisers using TrueView video ads.

The value of video 

We’ve been testing this capability for a while, and have seen promising early results: 78% of TrueView campaigns we studied on YouTube showed an increase in offline sales, with 61% driving a statistically significant lift in sales of the advertised brand.1

To build this solution we worked with Oracle Data Cloud to develop the first in-depth application of their DLX ROI product on video formats, and we studied a range of CPG video campaigns running TrueView ads across food, health and beauty, beverage and homecare. We built this with privacy at the center, and no personal data is exchanged between the companies.

Early client successes 

One campaign we measured, Gatorade’s “We Love Sweat,” earned $13.50 sales in return for every dollar spent on TrueView (return on ad spend, or ROAS). This stunning success was due in part to persistent branding and strong creative geared specifically for driving sales. Gatorade’s campaign was also interesting because it delivered a remarkable 16% lift in sales among new buyers that had seen the video vs. new buyers that had not – according to Oracle Data Cloud a typical lift in this metric hovers around 2.5%.

Similar to Gatorade, parent company PepsiCo also saw sales lift success with their campaign for Doritos. Not only did our DLX ROI solution show that their 30-second creative drove higher lift in sales among exposed households than a 15-second version, but they saw particular targeting techniques – namely topic targeting and remarketing – drove greater sales lift compared to a demographic target.

Mars also participated in our DLX ROI test for their Pedigree pet food brand, and the sales lift studies helped them make key creative decisions. They tested a video that opened with strong branding against one that saved their branding for the end, and learned that the video with strong upfront branding drove nearly 7x greater sales lift. As Laurent Larguinat, Global Director of Mars Consumer and Market Insights said, “With this new offering, YouTube is rounding out a full funnel measurement solution for video. We're excited to continue to see these results for all of our campaigns."

This new sales lift offering drops the last piece into place for full funnel measurement of CPG campaigns on YouTube, and we’re excited to bring you new creative and media strategy insights that drive incremental sales as we scale these studies.

Posted by Mark Thomas, Brand Measurement Product Manager

1. Google/Oracle Data Cloud Sales Lift Meta Analysis, US (TrueView CPG campaigns tested between April 2015 and March 2016)

19Apr/160

Google Manufacturer Center helps brands find and convert new customers

Google provides consumers around the world with the answers they need to find, review, and buy the products they’re looking for. Last year, we announced Google Manufacturer Center, a free tool to help brand manufacturers accurately represent their products to shoppers on Google.com and other Google services. By uploading complete and accurate product data into Manufacturer Center, brands increase their chances of standing out in a crowded marketplace -- and ultimately get more of their products in the hands of consumers. Today, we’ll shine a light on three manufacturers who have boosted results with Manufacturer Center, and highlight new partners that can help manufacturers maximize the tool.

We’ve seen that manufacturers who upload their authoritative product data -- including product descriptions, high-resolution images, GTINs, and product variants -- have helped improve the online shopping experience and increase conversions in key ways:

  1. Detailed product data enables more relevant search results. Product descriptions submitted by manufacturers contain key product attributes, which allow Google to surface Shopping ads (created by retailers) for those products when users search for those attributes. GTIN identifiers enable Google to match manufacturer content to ads and information cards for the same products.
  2. High quality data helps users decide what to buy. By uploading better images and detailed product information, manufacturers can improve the accuracy and completeness of how their products are represented. This helps consumers decide which product to buy.

Manufacturers can choose to either upload their product data directly to Manufacturer Center or work with an approved Google Shopping Partner that integrates with Manufacturer Center. In addition to our existing partners, we're announcing 4 new partners: WebCollage, Channel Advisor, Informatica, and GFK Etilize. These partners are industry leaders in organizing and distributing product data.

Below, learn how three manufacturers -- Bosch, JanSport, and Speakman -- are using Manufacturer Center to help their shoppers make more informed buying decisions.

Bosch drills into richer product data, sees 4% conversion uplift 

Bosch, a leading power tool and accessories brand, has been an early adopter of Manufacturer Center, using the tool to upload rich product data for use in Shopping ads. Before Bosch added product data via Manufacturer Center, a user that searched for “lightweight drill” was unlikely to find the Bosch PS31BN Brushless Drill. The product description provided by Bosch, however, highlighted that the PS31BN is compact and lightweight. Even Shopping ads that don’t display product descriptions can benefit from this additional information, helping Google show the most useful ads to users. Now, when users search for “lightweight drill”, they are much more likely to find the PS31BN. As a result of uploading this more accurate, descriptive data, Bosch saw a 4% uplift in conversions across their updated products on the sites of retailers advertising Bosch products on Google.

Learn More About Google Manufacturer Center

JanSport packs in an extra 13% in conversions for back-to-school 

During the 2015 back-to-school season, JanSport, the world’s leading and largest backpack maker, used Manufacturer Center to overhaul their product images, descriptions, and details to improve how their products appear on Google. For example, JanSport updated their Big Student model backpack by including richer descriptions that highlight the product’s two large compartments, water bottle pocket, and extra large capacity. This information helped create more effective listings on Google Shopping and other Google services like Google Express, letting shoppers better understand what they’re buying. Jansport saw a 13% increase in conversions originating from Google for their backpacks with updated product data, compared to benchmark products without updates.

Learn More About Google Manufacturer Center

Speakman cleans up with an 8% increase in conversions 

Speakman, manufacturer of premium shower and bath products, was an early adopter of Manufacturer Center. They worked with Salsify, a Product Information Management partner, to send their rich product information to Manufacturer Center for use in Shopping ads. With the addition of richer and more complete data, including multiple product images and even videos of their products in action, Google was able to increase relevancy for users searching for Speakman products like their Speakman Reaction and Icon shower heads. After updating product data, Speakman saw an 8% uplift in conversions originating from Google, compared to benchmark products that were not updated.

Learn More About Google Manufacturer Center

Simply put, Manufacturer Center allows manufacturers to elevate their brands and ultimately attract more shoppers online. If you’re a brand manufacturer and are interested in getting started with Manufacturer Center, complete our interest form and we will reach out with next steps. If you already use a PIM, ask how you can get your data sent to Manufacturer Center for use across Google.

Posted by Christian Santiago, Strategic Partner Development Lead

Page 1 of 5312345...102030...Last »