The Full Value of Mobile: New calculator and resources to estimate mobile’s value for your business in the new, multi-screen world
- Wednesday, 27 March 2013 16:07
We live in a world of constant connectivity, where mobility is bridging the digital and physical worlds. With smartphones in hand, people are taking a variety of online and offline actions, like calling a business, downloading an app, looking for directions to a store, or starting research that leads to a purchase on another device. We’re working hard to account for these new paths to purchase in AdWords, like the recent addition of calls as conversions to AdWords reporting. Still, with more work to be done to improve measurement tools, most marketers still account only for sales happening on a mobile site and aren’t seeing the full picture. Today we’re introducing the Full Value of Mobile initiative to help marketers begin this discussion and better understand mobile’s impact online and offline. This new consumer behavior is now the norm, w
ith a recent study showing that nearly three of ten mobile searches result in visiting a store, calling a business, or making a purchase online. Some smart marketers are already investing in understanding how mobile drives sales through these new customer paths. For example, adidas, in partnership with their agency iProspect, felt that mobile was converting in ways beyond their mobile website, so they created a simple yet powerful attribution model to understand how mobile is driving customers into stores. As a result, adidas found that each click on their store locator button was worth $3.20, which has changed the way they view their digital investment. See their full case study here. While savvy marketers like adidas are already defining the full value of mobile, most marketers have struggled to get started. To help marketers better understand mobile attribution, we’re launching the Full Value of Mobile initiative, which includes:
A calculator tool
Videos that illustrate each mobile conversion path
Case studies highlighting successful mobile strategies
Tips for measurement
The Full Value of Mobile Calculator provides simple equations and benchmarks to help you estimate of the value that mobile drives for your business through calls, apps, in-store, mobile site and cross-device. In about 30 minutes, you can follow the step-by-step wizard to upload data from AdWords and your mobile website, and make some key assumptions to create your Full Value of Mobile estimate. Through the exercise, you’ll see the total value, value per click, and ROI that mobile is driving for your business across all mobile customer paths, not just your mobile website. You’ll also see how cost-effective your mobile CPAs are.
We hope the Full Value of Mobile Calculator helps marketers begin to investigate mobile’s impact online and offline, whether they use it as a directional estimate of mobile’s value or to spark ideas on how to build deeper and more customized models. To learn more about the Full Value of Mobile and how to use the calculator, please join us for a webinar on March 28 at 1pm EDT. You can sign up here.Mobility has forever changed the way consumers live and shop, giving rise to these new customer paths as the lines between digital and physical experiences blur. Understanding what each of these mobile pathways means for your business is a critical piece of the larger attribution challenge that every marketer needs to meet head-on. This requires thinking about the full customer journey and acknowledging the interplay between various devices, channels and media influences along the way. Only then can marketers give credit where it’s due – both between and within channels. In other words, rethinking conversion paths is not only key to unlocking the full value of mobile, but also to unlocking the full value of digital.
Posted by: Johanna Werther, Head of Mobile Ads Marketing
Written by: Google Mobile Ads at http://googlemobileads.blogspot.com/2013/03/the-full-value-of-mobile-new-calculator.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+GoogleMobileAdsBlog+%28Google+Mobile+Ads+Blog%29
DoubleClick Search at SMX West: Search marketing is now faster, smarter, better
- Friday, 22 March 2013 13:30
Last week on March 11 and 12, our DoubleClick Search team spent two demo-packed days on the floor at the Search Marketing Expo – West, to connect with those of you who manage some of the largest search campaigns.
We set up an interactive lounge featuring demos, videos, games and product experts — allowing us to show you how we help you go faster, make smarter decisions, and get better results to solve the most complex and demanding digital marketing challenges. Today, we wanted to share some of the topics we covered and the insights we heard from attendees. To kick off the discussion, we’re sharing a DoubleClick Search overview video, which we debuted at SMX West — with more details that follow.
Go faster with tools for automation
Many of you told us you’re looking for ways to go faster with tools that streamline and automate your workflow across large search campaigns. Especially for marketers with large product inventory, staying on top of changing products, promotions, and seasonal trends can be cumbersome. At SMX West, we demoed inventory-aware campaigns, which integrates with your Google Merchant Center Feeds to automatically update search campaigns, based on your physical inventory. We got great feedback on the seamless workflow that cuts out repetition.
Make smarter decisions with all your data in one place
We also heard your growing need to measure digital marketing holistically — within search, as well as across channels. So, on the SMX floor, we highlighted the different ways DoubleClick Search powers your business with the insights you need:
Integration of Google Analytics metrics (beta), which incorporates statistics including bounce rate, page views, transactions, and revenue from Google Analytics, to get a clear picture of how search influences customer interaction on your website.
Fast and accurate cross-channel reporting thanks to native integration with the DoubleClick Digital Marketing platform, to enable faster decision making, without reconciling reports or worrying about potential data drop-off from reporting on disparate tools.
Enhanced campaigns support, which makes it easier for you to promote marketing messages across varying user contexts like location, time of day and device type, within a single campaign. In addition to basic support, we’ll soon help you take advantage of enhanced campaigns in unique and powerful ways, through bulk tools, custom-tailored mobile bid adjustments, and consultative services offered only by DoubleClick Search.
Get better results with tools that drive performance
To extend the conversation, DoubleClick Search will be at SES New York next week, and we look forward to another great opportunity to show you how we can help make search marketing faster, smarter, and better. We hope to see you there!
Written by: Katie Miller at http://adwords.blogspot.com/2013/03/doubleclick-search-at-smx-west-search.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+blogspot%2FATHs+%28Inside+AdWords+-+EN%29
Expanding Universal Analytics into Public Beta
- Friday, 22 March 2013 13:30
A typical consumer today uses multiple devices to surf the web and interact in many ways with your business. For most large businesses, already swimming in many sources of data, it’s an enormous challenge, but also an incredible opportunity.
Back in October, we announced the limited beta release of Universal Analytics
as a way for businesses to understand the changing, multi-device customer journey.
Today, we’re excited to welcome and invite all Google Analytics customers to try Universal Analytics.
The benefits of using Universal Analytics to businesses are:
- Understanding how customers interact with your businesses across many devices and touch-points,
- Insights into the performance of your mobile apps,
- Improvements of lead generation and ROI by incorporating offline and online interactions so you can understand which channels drive the best results,
- Improved latency on your site by reducing client-side demands.
Testimonials from the initial beta release
Our initial beta customers using Universal Analytics and are pleased with their results. Rojeh Avanesian, VP of Marketing at PriceGrabber.com reports:
“At PriceGrabber, we know it’s important to understand consumer shopping behavior so we can provide a more customized experience to our users. Google’s Universal Analytics will solve this problem for us and many sites that are facing this challenge and help us serve our users better by providing them with more relevant content and shopping results. We can use Google Analytics’ metrics to segment our users in a way that improves and simplifies the shopping experience for consumers. That’s what we strive for at PriceGrabber, to make shopping and saving money as easy as possible.”
How to get started using Universal Analytics
If you’re new to Google Analytics, you can choose Universal Analytics when you setup your account. Already using Google Analytics? Create a new web property
in your Google Analytics account to set up Universal Analytics and explore the new features.
Here’s what you’ll see when you create a new web property. Select the Universal Analytics column to get the new analytics.js code snippet you can implement on your website:
Find more details on how to set up using our help center
or developer guide
. (Migration guides for properties using ga.js coming soon. Until then, set up a new property in your account for Universal Analytics).
Happy analyzing – in the new and innovative ways you can with Universal Analytics!
Posted by: JiaJing Wang, Product Manager, Google Analytics
Written by: Google Mobile Ads at http://googlemobileads.blogspot.com/2013/03/expanding-universal-analytics-into.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+GoogleMobileAdsBlog+%28Google+Mobile+Ads+Blog%29
Facebook's New Pitch to Advertisers: We Can ID Groups That Buy Your Products
- Wednesday, 20 March 2013 13:07
Facebook is now able to connect the dots between users on its network and their purchasing habits, and is using that data to pitch advertisers.
To be sure, Facebook is not identifying users by name to advertisers. Instead, it is matching up its own data with that of partner Datalogix in a double-blind fashion. That is, although Facebook can ID a user and then find a match via Datalogix, specific information about the user is not shared with advertisers.
Brad Smallwood, head of measurement and insights at Facebook, presented some preliminary findings at the Advertising Research Foundation’s Re:think conference in New York on Wednesday. Measuring 22 recent Facebook campaigns against data from 70 million consumers, Facebook found that just advertising on Facebook provided a 22% lift in ROI.
Written by: Todd Wasserman at http://mashable.com/2013/03/20/facebook-segmentation-advertising/?utm_medium=feed&utm_source=feedburner&utm_campaign=Feed%3A+Mashable+%28Mashable%29
Enhanced campaigns for display: Powerful bidding tools for a multi-device world
- Wednesday, 20 March 2013 13:07
Last month we announced enhanced campaigns
to help advertisers more simply and scalably reach their customers in a multi-screen world. Today, we’ll look more closely at how enhanced campaigns work with your display campaigns.Why Enhanced Campaigns For Display
In this constantly connected world, our customers are accessing information across multiple devices, and might look at 10 different sources – online reviews, newspaper and magazine articles, recommendations from friends and more – before making a purchase. Display advertising captures these signals and is an important part of connecting with consumers in this multi-screen world. But determining the best way to reach the right person with the right ad is more complex than ever. Enhanced campaigns for display help you reach people with the right ads, based on people’s context like their location, time of day and device type — all from a single campaign.Key Features
Search and display use very different signals. In search, we use keywords to capture users’ intent. For instance, a travel booking website knows that a user searching for ‘Rome Vacation Packages’ is looking for a vacation in Rome. In Display campaigns, advertisers use a variety of other signals to reach their target customers with the right ad. In this example, a travel website may use:
Interest Categories: to reach customers interested in “Rome”
Demographics: to reach people 35-44, who have historically spent 3x the average
Topic Targeting: to reach people browsing travel websites
Remarketing: to reach customers who booked a vacation with them last year
In today’s constantly connected world, someone’s intent and the actions they’re looking to take may differ depending on their context, signals such as time of day, location and device:
Time of day: Travelers typically book between 9am and 6pm
Location: “People in the US” who may convert more often than people in Italy
Device: Mobile users tend to browse on their smartphones, then book on their desktop
With enhanced campaigns, instead of having to create multiple campaigns, this travel website can easily manage all of this in one place. In a single campaign they can adjust bids across these various signals to reach the right people with the right ads.Learn More
More tips on how to use enhanced campaigns for display are available in the AdWords Help Center
. To learn more on how you can take advantage of Enhanced Campaigns for Display, register
for our upcoming webinar this Thursday March 21st, at 10am PST.
Posted by: Christian Oestlien, Product Management Director for the Google Display Network
Written by: Google Mobile Ads at http://googlemobileads.blogspot.com/2013/03/enhanced-campaigns-for-display-powerful.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+GoogleMobileAdsBlog+%28Google+Mobile+Ads+Blog%29