Inside AdWords - EN |
| Posted: 08 Apr 2015 07:02 AM PDT Constant connectivity has forever changed the way people live and shop, giving rise to new consumer paths and blurring the lines between digital and physical experiences. With a quick search on any device, we can locate nearby businesses or find product availability in a local store in just a matter of seconds. In fact, 88% of US shoppers research online - on phones, tablets and computers - before making an offline purchase.1 As consumers' paths to purchase continue to get more complex, it is more important than ever to understand how various devices, channels and media influence decisions along the way. Only then can marketers give credit where it's due – both between and within channels. We're working hard to measure these new paths to purchase in AdWords. Last year, we announced store visits as part of Estimated Total Conversions to help marketers measure these new conversion paths -- an important step in bridging the digital and physical worlds. Since then, businesses across many industries have been able to measure the full value of their AdWords marketing. When businesses include store visits data as part of their overall conversions, they see that their marketing is driving more impact. .png){kind=small} For example, in the US, retailers are measuring, on average, 4x more conversions overall and 10x more conversions on mobile when including store visits data as part of their search ads performance.  As marketers across many industries recognize that digital media drives people to stores and begin to use these insights, we wanted to share more perspectives from advertisers already using the data, information about how the product works and best practices for ad creative, targeting and attribution. Customer Stories .png){kind=small}   Best Practices Guide Finally, to help advertisers succeed with their online to store campaigns in AdWords, we've created a new Best Practices Guide. This guide will show you how to:
We look forward to working with you to build better online to offline experiences for your customers. Posted by Surojit Chatterjee, Director of Product Management, Mobile Search Ads 1PWC, Research: Understanding how us online shoppers are reshaping the retail experience, March 2012   |
| A new vision for interactivity with TrueView in-stream Posted: 08 Apr 2015 11:44 AM PDT In today's constantly connected world, there are billions of moments throughout the day when people are looking for answers, discovering new things, making a decision or looking for entertainment. In these moments, consumers' expectations are very high – they want things right, and right away. Successful brands are those that deliver a great experience at the exact moment a consumer is looking for it. It was with this belief in the importance of intent and relevance that 5 years ago we launched TrueView ads, which gave users the choice to watch or skip ads. It was a leap of faith based on the belief that viewers would choose to watch ads on YouTube if these ads were interesting, relevant, and engaging. Since then TrueView has come a long way, expanding to mobile, becoming more measurable with Brand Lift, and enabling more interactivity with features like app downloads seamlessly within your ad. Today, we're making TrueView an even better creative canvas for brands with greater interactivity and more accurate accounting of audience engagement. Greater interactivity through cards One of the top requests from brands has been to make videos more interactive, particularly on mobile. So we're introducing cards for TrueView in-stream ads, a new feature which will make video ads a more engaging, interactive experience for viewers across all screens. An evolution of our annotations feature, cards launched to videos on YouTube last month providing a more beautiful and seamless way to inform viewers about other videos, playlists, and more. Now with cards coming to TrueView in-stream ads, you can share more information about your brand, related videos and playlists, and soon link to your website directly from your TrueView video ad. For information about how to enable cards in your campaigns, visit our Help Center. Cards panel on mobile in portrait .png) Expanded card panel on desktop .png) Cards also provide a platform to bring you additional features that make TrueView a more actionable format. Throughout this year, we'll roll out specialized cards that cater to specific use cases, a process we started with TrueView for app promotion last year. Optimizing for viewer actions TrueView is built on the notion that when someone chooses to watch your video, they have stronger intent and interest for your brand. For that reason, we only count a view when someone shows an intent to watch. Now, with greater interactivity signals, we can go a step further and enable you to to optimize for viewer actions. In addition to counting a view when someone watches an ad, we will also count a view when viewers click on a card or other elements of your in-stream creative, as we believe this is a strong indication that they are interested and engaged. We'll bill for these click interactions, similar to what we currently do for TrueView for app promotion campaigns. As always, we'll only charge when a view is counted and will bill for either the full view or click (but not both). This change will roll out to all TrueView in-stream ads in May. New click behavior for in-stream To ensure you only pay for deliberate clicks on your video ads, we're also changing where you can click on in-stream ads. Formerly clicking anywhere on the player would register a click; now only clicks to cards or CTAs, the video header, companion banner or a link at the bottom of the player will count as a click. .png) To take a stroll down memory lane for TrueView's fifth anniversary, check out our Agency blog post. Posted by Avi Fein, Product Manager, AdWords for video JR Futrell, Product Manager, YouTube Ads Jim Habig, Product Marketing Manager, YouTube Ads  |
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