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| A Year in Review: Celebrating our Customers’ Successes Posted: 18 Dec 2014 03:01 PM PST It's been a busy year for our customers. We've been inspired to learn from all of you -- advertisers from around the world, large and small, across so many industries. Thank you for the feedback you have given on our products as well as the insights you've shared. As we come to the end of 2014, we want to share some customer stories that we hope inspire you as much as they have inspired us. L'Oréal Paris builds brand love with search. L'Oréal Paris uses Search insights to get ahead of beauty trends and develops product and messaging to respond to consumer interests. The brand rejuvenated the home hair care color category and brought 50% new consumers to their Feria Ombré product. Learn more. Sephora uses the smartphone to showcase their beauty products with local inventory ads, which drive consumers to buy on Sephora's website or in-store. In addition, Sephora engages their in-store shoppers with an app that allows them to scan products for more information. Learn more. Hyatt drives engagement across the web with rich media. Hyatt creates iconic video creative to attract female business travelers to book a room at a Hyatt hotel. The brand ran Lightbox Ads across the Google Display Network and TrueView video ads on YouTube. The result gave the brand exposure to 17M business travelers with a 26% lower cost per engagement than the campaign average. Learn more. Extra Space Storage uses new innovations to reach customers in the most relevant and engaging way. Extra Space Storage develops ads in real time with the newly launched ads customizers to make sure they are reaching their customer with the most relevant message. In a recent campaign, these ads led to a 113% increase in CTR. Learn more. 1-800 Flowers unlocks full customer value. 1-800 Flowers wanted to understand the full value of AdWords search ads - including the impact of click-to-call ads. They tracked estimated cross-device conversions to better understand how their customers interact across devices. They uncovered a 7% increase in overall conversions, and 8% to 10% of their overall AdWords revenue came from click-to-call. Learn more. Point It implements automated bidding to save time and increase efficiency. Point It, a Seattle-based search marketing agency, wanted to save their account managers time so they could focus on more strategic initiatives. The agency added automated bidding, and client performance boomed. The agency saw a 47% increase in ROAS, with CPAs that were 4% lower and revenues were 8% higher. Learn more. We look forward to the year ahead - when we'll share more product innovations, best practices and customer stories. From our AdWords family to yours - happy holidays, and we'll see you in 2015. Posted by Jenna Sandoval & Perla Campos, Product Marketing Managers, Performance Ads   |
| Measure more: improving Estimated Total Conversions with store visit insights Posted: 18 Dec 2014 12:53 PM PST People are living their lives online, using multiple devices throughout the day to shop, communicate and stay entertained. This constant connectivity means customers are engaging with your business in new ways after seeing your online ad -- they might call your business, download your app or go to your store. Last year, we introduced Estimated Total Conversions (ETC) to give you a more complete picture of how AdWords drives these new conversion types. Since then, we've been steadily improving ETC to measure phone calls, in-store purchases and cross device conversions. With the holiday season upon us, it's clear that the majority of sales for many industries still happen in person - in fact, roughly 95% of retail sales take place in physical stores.1 And online activities are influencing offline transactions more than ever, bringing together the digital and physical worlds. Thirty-two percent of consumers say that location-based search ads have led them to visit a store or make a purchase,2 so it's more important than ever for businesses to understand the impact that search ads have in driving visits to your physical locations, whether that's a store, hotel, auto dealership or restaurant. In the coming weeks, we'll be rolling out store visit measurement to eligible advertisers in the U.S. as the latest enhancement to ETC. Learn more. New paths to purchase increase consumer expectations, compelling businesses to re-think experiences and measurement Constant connectivity brings with it an epic shift in the way businesses build experiences for their customers. Consumers are demanding more touchpoints with businesses -- more than 70% of consumers who have used ad features such as directions or the call button say it's important to have location information in ads,3 74% of shoppers want to see how much inventory there is for a product at a nearby store.4 Getting better insight into these new, complex purchase paths can can help you optimize your online marketing programs, design better experiences for your customers and allocate budget more effectively. Store visit measurement is key to unlocking these insights. Here are a few ways that businesses are seeing value so far. PetSmart, the nation's largest specialty retailer of pet supplies, uses store visits data to improve its customer shopping experience -- today, this often starts with people researching online and then visiting a store. Based on the insight that 10-18% of clicks on search ads lead to a store visit, PetSmart is now investing more in ads that reach customers across screens. For example, PetSmart has increased use of location extensions in their ads to show maps and directions to help people find nearby stores when they are searching for products like puppy treats or aquariums.   If you're interested in learning more about how you can start using store visits in ETC, contact your AdWords account representative for more information. Posted by Surojit Chatterjee, Director of Product Management, Mobile Search Ads 1 eMarketer: Total US Retail Sales Top $4.5 Trillion in 2013, Outpace GDP Growth, April 2014 2 Google/Ipsos MediaCT/Purchased, Research: Understanding Consumers' Local Search Behavior, May 2014 3 Google/Ipsos MediaCT/Purchased, Research: Understanding Consumers' Local Search Behavior, May 2014 4 Google/Ipsos MediaCT/Sterling Brands, Digital Impact on In-Store Shopping, October 2014  |
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