Category Archives: Digital Strategies

Enhanced campaigns for display: Powerful bidding tools for a multi-device world

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

Facebook's Lookalike Audiences Lets Advertisers Expand Targeting

Look-alike-audience
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Facebook on Tuesday offered advertisers another tool to target consumers on the platform with Lookalike Audiences, a feature that lets them reach users similar to those in their Custom Audience databases.

Launched in late 2012, Custom Audiences lets marketers use existing data like email addresses, phone numbers and user IDs to inform their Facebook strategy. As the name implies, Lookalike Audiences is a tool that alerts advertisers to similar consumers

In a blog post heralding the new feature, Facebook noted that marketers can buy Custom and Lookalike audiences in conjunction with any ad buy



Written by: Todd Wasserman at http://mashable.com/2013/03/19/facebook-lookalike/?utm_medium=feed&utm_source=feedburner&utm_campaign=Feed%3A+Mashable+%28Mashable%29

New ValueTrack parameters for enhanced campaigns: Managing keyword level URLs by device

In a multi-screen world, it’s increasingly important for advertisers to show relevant ads based on a user’s context: location, time of day, and device. We launched enhanced campaigns to help advertisers take full advantage of user context, maximizing the effectiveness of their ad campaigns.

We’ve been listening to your feedback, and in the next few weeks we’ll be launching new ValueTrack features for advertisers using keyword level URLs.  These features will help advertisers achieve specific conversion and ROI goals, and make the upgrade to enhanced campaigns easier by:
  1. Directing users to a device-specific landing page at the keyword level.
  2. Enabling measurement of the effectiveness of campaigns by device.
What’s new

We’ve added a new parameter, {ifnotmobile:[value]}, where you can replace [value] with text that will then show up in your URL when the user clicks on your ad from a computer or tablet. We’re also changing the existing ValueTrack parameter {ifmobile:[value]}.  This parameter will now insert the specified value into the URL only if the user clicks from a mobile device.

In this post, we will discuss using the ifmobile and ifnotmobile parameters to direct users to a device-specific landing page.  We will also discuss performance tracking by device, and how the ifmobile and ifnotmobile parameters differ from the existing device parameter.

Example 1: Redirecting users to device-specific landing pages

Responsive web design is often a good fit for advertisers who provide device-optimized experiences to their users. If you must specify different landing pages depending on device, you have two options. If the landing page varies by creative, you can simply create mobile-optimized ads by setting the device preference to “Mobile.”  If the device-specific landing page varies for each keyword, then you can use the ifmobile and ifnotmobile parameters in the keyword-level destination URL.  It is important to remember that if you are using the ifmobile parameter today, it will no longer insert a value into the URL for tablet clicks.  The new parameter ifnotmobile will now insert a value into the URL for tablet and desktop/laptop.

Let’s say you want to send mobile users to “m.example.com/widgets,” and desktop and tablet users to “www.example.com/widgets” for the keyword “widgets.”  In this scenario you could set the destination URL for this keyword to:

{ifmobile:m.example.com/widgets}{ifnotmobile:www.example.com/widgets}

Example 2: Tracking performance by device

If you want to track performance by device, the existing device parameter will work for most cases.  Using device inserts an “m”, “t”, or “c” into the destination URL, depending on whether the user clicked from a mobile device, tablet, or desktop/laptop computer. If your tracking system requires different internal ids for the same keyword on different devices, then you may need to use the ifmobile and ifnotmobile parameters.

For the keyword “widgets”, let’s say you have assigned an internal keyword id of “df32” for desktops and tablets and “df33” for mobile devices. You can set the keyword-level destination URL to:

www.example.com/widgets?kwid={ifnotmobile:df32}{ifmobile:df33}

Then, if the user clicks from a desktop or tablet, the landing page is:

www.example.com/widgets?kwid=df32

and for a mobile click:

www.example.com/widgets?kwid=df33

Success in action

Advertisers are upgrading to enhanced campaigns and seeing strong results.  VivaStreet in France, the 4th largest free classified website in the world, upgraded all of their campaigns within the two weeks after launch.  When they upgraded, they increased their mobile bid adjustment to 125% and saw overall conversions increase by 34%.  After seeing the positive results, VivaStreet went on to increase their mobile bid adjustment to 140%.  By using ValueTrack parameters, you can also direct users to device-specific content and measure the effect it has on conversions.

We appreciate the feedback we have received on enhanced campaigns and encourage you to continue helping us understand how to make a great product.  Please join us on March 21st at 10:00AM PST (1:00PM EST) for the latest in our enhanced campaigns webinar series, EC 205, covering enhanced campaigns and the Google Display Network.

Posted by: Karen Yao, Senior Product Manager, AdWords


Written by: Google Mobile Ads at http://googlemobileads.blogspot.com/2013/03/new-valuetrack-parameters-for-enhanced.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+GoogleMobileAdsBlog+%28Google+Mobile+Ads+Blog%29

Mobile’s immediacy effect: Half of mobile search conversions happen in one hour

In this era of mobility, our smartphones are always with us, keeping us connected anytime and anywhere. With this constant connectivity, we’ve come to expect information (literally) right at our fingertips just a search away – whether it’s locating the nearest sushi restaurant or booking flights for your upcoming trip. In “Mobile Search Moments: Understanding How Mobile Drives Conversions”, we set out to understand when and why people turn to mobile search, the actions they take as a result, and how marketers can capitalize on every mobile search moment. We found that there’s an immediacy effect of mobile search, with more than half of the resulting conversions (going into a store, calling a business, or making a purchase) happening within just one hour.

Working with Nielsen, we also wanted to push the standard of mobile research. It’s traditionally been difficult to quantify mobile’s full impact on driving conversions, particularly since consumer surveys are often constrained to broad recall questions. Instead, we asked participants to log their mobile searches over two weeks in a diary smartphone app – logging more than 6,000 mobile searches in total. We followed up to ask them what actions resulted from those searches, helping us draw more precise, measurable connections between mobile searches and the conversions that they drive online and offline.


click to expand

Here are the highlights of the research:

Mobile search is both always-on and on-the-go
Mobile has traditionally been considered an out-and-about or on-the-go context, used on the bus or while in a store. While that’s certainly true, the research showed that mobile’s role is also much more than that. People turn to mobile devices throughout the day to find information because of its speed and convenience, with 77% of mobile searches happening at home or at work. What does this mean for marketers? Mobile is always-on for consumers, so marketers should make sure their mobile search strategies are reaching people in these different customer contexts.

Mobile searchers take a variety of actions… and they act quickly
We also found that three of four mobile searches trigger additional actions. These range from open-ended actions like additional research (36%) or a website visit (25%), to more concrete conversions like a store visit (17%), a purchase (17%), or a phone call (7%). On average, each mobile search triggers nearly two actions, so in order to understand the full value of mobile, marketers must evaluate the different ways that their customers convert, both online and offline, and measure accordingly.

Most interestingly, not only do mobile searchers take action – they act fast. In fact, 55% of conversions from mobile searches happen within one hour. We see this immediacy effect with mobile because not only are people potentially closer in physical proximity to a purchase, but they’re also closer to the crucial decision moments. Forty-five percent of mobile searches are conducted to help make a decision, and that number jumps to two-thirds when happening in a store. And when people use mobile search to help make a decision, they’re more likely to convert. So it’s important for marketers to be present during those searches, while also creating ads and experiences that are relevant to this immediacy.

Context is key to mobile searches
The research also showed that the types of searches people conduct on mobile are strongly tied to their specific context, like location and time of day. For instance, shopping searches are twice as likely to be done in-store. Mobile searches made in stores are a key opportunity for marketers to reach someone who’s looking to take action. And since searchers are also 55% more likely to notice ads when they’re in a store, there’s a huge opportunity for marketers to capitalize on these mobile-led moments.

Mobility continues to change the way that we search, explore and shop, and as consumer behavior comes further into focus, there are clear opportunities for marketers to take advantage. Check out all of our findings by downloading the full report here
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Posted by: Ben Chung, Product Marketing Manager, Mobile Ads


Written by: Katie Miller at http://adwords.blogspot.com/2013/03/mobiles-immediacy-effect-half-of-mobile.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+blogspot%2FATHs+%28Inside+AdWords+-+EN%29

Get Useful Insights Easier: Automate Cohort Analysis with Analytics & Tableau

The following is a guest post by Shiraz Asif, Analytics Solutions Architect at E-Nor, a Google Analytics Certified Partner.

Cohort analysis provides marketers with visibility into the behavior of a “class” of visitors, typically segmented by an action on a specific date range. There are many applications and businesses that would benefit tremendously from cohort analysis, including the following sample use cases:
  • What traffic channel yields the most valuable customers (not just valuable one time conversions)
  • Customer life time volume based on their first bought item (or category)
  • Methods for gaining and retaining customers and which groups of customers to focus on
  • For content and media sites, understanding frequency, repeat visitors and content consumption after sign up or other key events
  • Repeat Purchase Probability 
If you read E-Nor President and Principal consultant Feras Alhlou’s latest post on cohort analysis in a cross-platform environment, and read until the very end, you saw a note about a follow up post on how to automate cohort reporting from Google Analytics in Tableau. This is what I’ll outline in today’s post. Why the emphasis on automation, you might ask? Without automation, we end up spending more time than necessary on exporting/copying/pasting/massaging data which can eat up resources better used analyzing and optimizing. 

In addition to report automation, data visualization is also key. Google Analytics offers amazing visualization, including the recently announced dashboard enhancements, but at times you also want to view the data and trend it or merge with other sources. For this, its best to use tools available in the Google Analytics Application Gallery or a BI platform like Tableau.

With the introduction out of the way, following is a step-by-step guide to automated, cohort analysis with Google Analytics and Tableau:

1. Cohort Data Elements in Google Analytics

If you have your cohort data elements already captured in Google Analytics, then skip this step, otherwise, this post is on setting up cohort data in by Google’s Analytics Advocate Justin Cutroni is a must.

2. Tableau version 8 (Google Analytics connectors)

In order to automate reports, you need to have Tableau version 8, since this is the version that has a Google Analytics connector (works well, although still in beta).

3. Data Import from Google Analytics Into Tableau
  • From the Tableau home screen, select Connect to Data, and then pick the Google Analytics connector. After authenticating to Google Analytics, you’ll be prompted to select your Account, Property and Profile, if you have access to more than one.
  • Set up the data import to get your Custom Variable key (e.g. CV1) and Date as dimensions, and Revenue as a Metric.

4. Tableau Cohort Analysis Configuration
  • Change the format from Google’s 20130113 to a Tableau DATE format. Since the date was stored in a custom variable, it was stored as a string. So that Tableau can treat this as a date, we need to convert the string to a date format. This was done by creating a new Calculated field in Tableau. We called the field “Cohort Date”. The formula below worked for our purposes but would require some tweaking for larger datasets.
  • Now that we have the date in the format we want, the next step is to subtract the cohort date from the transaction date.  To do this, we created another calculated field called “Days since Signup”. The formula for this field was simply:
DATEDIFF(‘day’,[Cohort Date],[Date]). 

Important:  Tableau natively treated this as a “Measure” since it is a number. However since we’re going to be graphing this on the X Axis, you should drag it to the Dimensions pane.
  • Drag the Revenue measure to the rows Rows tab. Now drag the Days since Signup to the Columns tab. You should see a long graph similar to:
  • Drag the Cohort date to the Filter pane, and select the cohort dates you’d like to visualize. For ease of use, I suggest, select only a few to begin with. Drag the Cohort to the color shelf to enable color coding of individual cohort dates.
  • Now let’s make a couple of adjustments to make the visualization more useful. In the color shelf, click the down arrow next to Cohort Date, and change the default display from Continuous to Discrete. Then, in the same field, select Exact Date instead of Year.
Voila! Your final view should look like this: 

There you have it. With a few steps, we’ve pulled data from Google Analytics via the API using Tableau, massaged the data and then created a very insightful visualization. With this work now done, the graphic can be easily updated/refreshed. This takes the manual and mundane work of setting up the graphic and automates it so we can spend more time analyzing the data and finding hidden insights for our clients.  

Posted by Shiraz Asif, Analytics Solutions Architect at  E-Nor, Google Analytics Certified Partner. Learn more about E-Nor on their website, Google+ or check out their Marketing Optimization blog.


Written by: Google Analytics team at http://analytics.blogspot.com/2013/03/get-useful-insights-easier-automate.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+blogspot%2FtRaA+%28Google+Analytics+Blog%29