Enhanced campaigns improvements for Google+ and mobile apps
Monday, 22 April 2013 10:07
People are constantly connected and are moving between devices throughout the day to shop, connect and stay entertained. This creates great opportunities for advertisers to use context – like location, time of day, and device – to show the right ad and bid more efficiently. In February, we launched enhanced campaigns to help you reach people with ads based on their context as well as their intent. Since then, advertisers have already upgraded over 1.5 million campaigns and have shared many success stories.
We’ve also continued to build new features on the enhanced campaigns foundation. Today, we are introducing two additions.
Enhanced campaigns and social annotations
People are looking for relevant information, and sometimes the most helpful signals are recommendations from people who know a brand or business well. Social annotations in AdWords show endorsements from people following your Google+ page on your search ads. Many businesses such as Red Bull, National Geographic and H&M are using social annotations as part of their broader Google+ strategy. On average, search ads with social annotations have a 5-10% higher click-through rate.
Starting today, enhanced campaigns will include social annotations when they can improve ad performance, without additional edits to campaign settings. All you need is a Google+ page with a significant number of followers and a linked website that matches the URL in your search ads. Learn more about how this works.
Social annotations on AdWords work hand-in-hand with your Google+ page to build community, conversation and engagement with your business on Google. Learn more about getting your business started on Google+.
Enhanced campaigns for mobile app advertisers
Apps have become a significant part of people’s everyday mobile experiences. In fact, US consumers spend an average of 127 minutes per day using mobile apps. Advertisers can now reach app users, with ads in apps, based on people’s context like location, time of day and device, with enhanced campaigns. For example, if a certain mobile app has the most usage on Saturday evenings, you can increase your bid adjustments for mobile and this time of day to reach these users. You can also adjust bids across the key display signals like demographics, interests, topics and remarketing at the ad group level. All of these powerful bidding tools will enable you to reach the right people with the right ads.
Upgrading strategies webinar tomorrow
After upgrading, you’ll be able to start using all of the new features in enhanced campaigns. Join us tomorrow, Tuesday, April 23, 2013 at 10am PDT, for a Learn with Google webinar about upgrade strategies (sign up here).
We really value your feedback to help us make AdWords even better. Please continue to share your thoughts using this form so we can continue to improve the product.
Posted by: Christian Oestlien, Director of Product Management, Google Display Network
The following is a guest post by the Analytics Team at Loves Data, a Google Analytics Certified Partner.
Universal Analytics introduces a new set of Google Analytics features allowing businesses to gain a deeper and more strategic understanding of what’s capturing the attention of customers as they move from online to offline. So how can Universal Analytics help businesses turn customer data into sales? We at Loves Data designed a simple experiment to find out.
Who drinks coffee? Who drinks tea? How much? How often? When? The answer to these questions reveal the role our espresso coffee machine and tea kettle play in productivity – and any need to order more tea or coffee! Take a look at our video to see what we learned.
Our experiment at Loves Data also measured how often and how much time team members spent standing in front of a display screen in the office viewing our website analytics.
Montage: Loves Data’s Universal Analytics office experiment will benefit businesses:
Experiment creates a new path to customers
Our team designed an experiment to dive into Universal Analytics by creating interactive scenarios inside our office. We integrated sensors and RFID readers to capture data about coffee and tea making behaviour in our office. We also measured each time the fridge was opened, when one of our team updated a support ticket, client hours were logged, code was committed, administrative tasks, and viewing of our Google Analytics dashboard display.
New Business Opportunities
Measuring users across platforms opens up new business opportunities. The RFID keys we’ve used in our experiments can be used to measure loyalty card usage. We can use Universal Analytics to enable retailers with bricks and mortar stores to measure customer behaviour and to improve and integrate online and offline sales and marketing.
Here are a few Universal Analytics opportunities we have identified at Loves Data for our clients:
Integrated measurement and analysis of in-store POS systems along with desktop and mobile e-commerce platforms
Measuring offline macro and micro conversions through physical buttons or integration with CRMs
Measuring physical interaction for example at display booths at conventions or artworks at major exhibitions through to online engagement on associated websites
Our office experiment provided ourselves and our clients with a range of valuable insights and showed that with Universal Analytics we can measure just about anything!
Posted by the Analytics Team at Loves Data, a Google Analytics Certified Partner. Learn more about Loves Data on their website, Google+ or check out their digital analytics and online marketing blog.