Introducing a new way for brand advertisers to reach their ideal customer
- Thursday, 27 June 2013 08:24
Brand Advertisers often know who they want to reach, but connecting online with the audience that matters most to their brand at scale has proven to be a challenge. To help address this, we’re excited to announce the launch of Affinity Segments in AdWords and YouTube, which have been designed with TV-style audiences in mind to help solve the problem of connecting with ideal customers online. To understand someone’s affinity, our system takes into account the types of pages a user visits, along with how often and how long they spend there, associating interest categories
with each person’s browser. Optimized for reach and frequency, Affinity Segments helps advertisers reach those most likely to enjoy their brand.Make life easier
With Affinity Segments, we make it easy by helping brand advertisers reach their ideal audience via 80 unique lifestyle segments based on Interest Categories
. Brands can now reach their target audience at scale based on their interests – such as green living, fashion, or travel – and watch engagement grow.
And it doesn’t stop there. We know that as an advertiser you’re probably used to buying audiences offline for TV, and we know how challenging buying an online audience can be. To make life even easier for you, we defined our affinity segments the same way you target your TV audiences, so you can achieve massive reach online using the same segments you use on TV.Mazda Canada drives success using Affinity Segments
Like most advertisers out there, Mazda Canada has been on the lookout for a solution that would enable them to reach precise audiences at scale. Over the past decade, the Mazda6 has undergone a few key redesigns – 2013 marked the launch of an all-new model combining Mazda’s signature design style with SKYACTIV Technology, its cutting-edge performance and fuel-saving technology, as well as some innovative safety features including Smart City Brake Support and Rear Cross Traffic Alert. The launch of this flagship vehicle demanded an innovative marketing approach: to build awareness of these technological advancements, inform consumers of the car’s new features, and drive them to the Mazda6 website to engage directly with the brand.
They knew their target audience: male urban professionals who are typically interested in technology and up-to-date on all the latest gadgets and automotive advancements.
Mazda Canada decided to give Affinity Segments a try, selecting the “technophile” segment to connect them with their ideal tech-savvy customers, who have demonstrated an interest in technology through visits to various websites focused on new gadgets. By targeting the technophiles segment across Google Display, Mazda reinforced the messaging and impact of its television campaign geared to the same type of audience. Mazda saw impressive results and reached 10X more users than they were able to with previous campaigns, greatly exceeding their expectations.
“Affinity Segments delivered perfectly for this campaign in allowing us to reach many users in a short period of time who we knew would have a predisposition to appreciate the Mazda6’s technology upgrades.” said Michael Tsang, Interactive Marketing Manager at Mazda Canada. As a result of their overwhelming success, Mazda Canada decided to integrate Affinity Segments into their online media mix for their other car models and as a vital component for their advertising efforts.Connect with the people who care
Affinity Segments offer broader reach by encompassing the broad passions that reflect a user’s lifestyle rather than niche curiosities. Our wide variety of segments let you reach your perfect audience – from hardcore gamers, to foodies, to luxury shoppers, we have a high-reach segment designed to connect you with your ideal customers. If there isn’t a segment that is a perfect fit for your brand’s needs, you can contact your account manager to create a custom segment just for you.
Consumers can also update their own interest categories through Ads Settings
– which gives users control over the ads they see online.Learn More
Just like Mazda, you too can use Affinity Segments to expand your reach across the Google Display Network and focus on engaging with individuals who match what your brand is all about – delighting customers and creating future brand advocates.
To find out how to get started with Affinity Segments today, visit our Help Center
for more information.Posted by Diya Jolly, Senior Product Manager
Written by: Rob Newton at http://adwords.blogspot.com/2013/06/introducing-new-way-for-brand.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+blogspot%2FATHs+%28Inside+AdWords+-+EN%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
Mobile’s immediacy effect: Half of mobile search conversions happen in one hour
- Saturday, 16 March 2013 18:22
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. 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
Enhanced campaigns: Making it easier for customers to reach you with upgraded call extensions and sitelinks
- Wednesday, 27 February 2013 15:37
People are constantly connected and searching from all kinds of devices. Advertisers are looking for ways to quickly provide customers with the right information, in formats that make sense for where they are, the time of day, and the device they’re using. As part of AdWords enhanced campaigns
, we upgraded call extensions
with several new features to help you reach customers in more relevant ways across these varying contexts.
In this post and a Learn with Google Webinar this Thursday, February 28th, at 10am PST (sign-up here
), we’ll provide a closer look at these new features, and give you practical examples for how to use them to drive better business results.Improved extensions for the multi-device world
In our world of constant connectivity, people expect to have the information they’re looking for right at their fingertips. Sitelinks provide your customers with links to any part of your website, directly within the ad. On average, ads with sitelinks have a 30% higher click-through rate compared to standalone ads. With enhanced campaigns, you can now customize sitelinks at the ad group level, in addition to the campaign level. You can also customize sitelinks specifically for mobile devices:
People are often looking for ways to connect with you directly on the phone. In fact, there are more than 27 million calls per month through our ads call products on mobile and desktop. In addition to calling you directly from a smartphone, people may wish to find your business’ phone number when searching from devices without call functionality like computers and tablets. With enhanced campaigns, you can now show your business phone number or a Google forwarding number in call extensions on computers and tablets. Additionally, Google forwarding numbers are now free on all devices. Learn more
Precise extension scheduling for more granular control
Many advertisers customize their ad content to align with their business hours or special events like sales and promotions. With enhanced campaigns, you can now schedule the specific dates, days of the week, or times of day for your call extensions and sitelinks, at either the ad group or campaign levels. So instead of having to manually turn ads on or off to run specific extensions, you can now schedule them ahead of time.
Example: A multi-national sporting goods business has a website and physical stores in 5 major cities. With enhanced campaigns, Mary, their online marketing manager, can align her AdWords schedule with the operations of the business. Mary runs call extensions between 10am and 6pm when her stores are staffed. After 6pm, she schedules ads to point to the website instead of the call extension. For weekend sales and promotions, she can schedule sitelinks pointing customers directly to her “Sale” page. Scheduling enables sitelinks to appear exactly at the times that Mary sets (e.g., 12 midnight on Saturday) instead of having to manually turn them on at that time.
Advanced reporting for sitelinks and new conversion types
Many advertisers drive leads or conduct business over the phone, so they value phone calls as much as, or more than, clicks to their website. To give you greater visibility into the full value of your ad spend, AdWords reports now count phone calls as conversions, making it easier to compare calls alongside more traditional conversion types like online sales. For example, you can now specify that calls longer than 60 seconds count as conversions.
We’ve also made reporting for individual sitelinks more precise and actionable. You can now manage and track sitelinks individually to ensure that each one drives the right ROI. You can also take advantage of per-link approvals so if one link is disapproved, your other links can still run.
Continuing the above example: Mary uses the new detailed per-link reports to manage individual sitelinks. Below, you can see that the “Swimming” sitelink only got 16 clicks, while the other sitelinks for the sporting goods store got 100+ clicks each. With this precise data, Mary made the informed decision to replace the “Swimming” sitelink with another one, like “Soccer.”
Mary further segments her data with the “This Extension vs. Other” feature. Here, you can see that two clicks occurred specifically on the “Running” sitelink while 137 clicks occurred on the other parts of the sitelink, like the headline.
We really value your feedback to help us make AdWords even better. In fact, many of the new features that we described today are a result of your ideas and suggestions. Please continue to share your thoughts using this form
so we can continue to improve the product.
Posted by Scott Silver, Senior Director, Ads Engineering
Written by: Katie Miller at http://adwords.blogspot.com/2013/02/enhanced-campaigns-making-it-easier-for.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+blogspot%2FATHs+%28Inside+AdWords+-+EN%29