Friday, June 5, 2015

Inside AdWords - EN

1:25 AM Posted by ScrollCash

Inside AdWords - EN

Introducing cross-account campaign management and reporting enhancements for manager accounts (MCC)

Posted: 04 Jun 2015 10:30 AM PDT

Designed with some of our most sophisticated advertisers in mind, an AdWords manager account is a powerful tool for monitoring and managing multiple accounts. To help save you time and provide more visibility into account performance, we're introducing a number of exciting enhancements, including cross-account campaign management, powerful reporting tools, and improved account navigation.

Manage your campaigns at scale

Creating reports and making quick changes to campaigns across multiple accounts can be incredibly time consuming. To help you manage and report on all of your campaigns at scale, from a single view, we've added a new "Campaigns" view to the manager account dashboard.

The campaign-level actions you're familiar with at the individual account level are now available at the manager account level. You can add columns, apply segments, and set filters to report on campaign performance for up to 20 selected accounts. Or, you can take action by quickly updating daily budgets and enabling or pausing your campaigns across those accounts. You can also create a new campaign for any individual account right from your manager account.

Create better, more insightful reports

Data freshness in the manager account dashboard now matches the rest of AdWords. This means you no longer have to navigate to individual accounts for the most up-to-date reporting metrics. To make the dashboard reports more useful, you can now select a custom date range beyond the last 90 days, and compare it to any period you want. We've also added more reporting columns, including conversions, as well as the ability to chart performance directly in the dashboard.
To help you explore your account data in more meaningful ways, we've added advanced segmentation and filtering tools. Quickly slice your data based on what matters most to your business, such as by network, click type, or device. Then, apply filters to help identify new opportunities or to simply see the data you're interested in.

If you use sub-manager accounts, there's also a new dropdown to help you refine your dashboard to only show performance data across directly linked sub-manager and individual accounts, all linked sub-manager and individual accounts, or all linked individual accounts.
Navigate faster between accounts

Finally, we've made it easier to find the account you want to view. You can now search for or select the manager account or individual account you want to jump to by expanding the dropdown at the top of your AdWords account.

Customer stories

Many customers are already seeing early success with these enhancements to manager accounts.

"Our product line recently expanded, resulting in a dramatic increase in the number of AdWords accounts we manage. However, the ability to identify meaningful trends in campaign performance and take action where it's most impactful — all from a single view — not only saves us 4-5 hours each week, but also gives us more confidence in the health of our accounts." — Katherine Doty, Global Search Marketing Manager at Rosetta Stone

"We have over 90 individual AdWords accounts and rely on a strong campaign naming convention to effectively manage all of them. Thanks to the new campaigns view in our manager account, we can now manage and optimize all our campaigns from a single view. This saves us countless hours since we no longer have to click through and manage our campaigns, account by account." — Jeremy Legrand, Head of SEM at Kaymu

New enhancements, new name

To simplify our naming convention and align with these new enhancements, we'll no longer use "My Client Center" and "MCC" to refer to AdWords manager accounts. Throughout the year, you'll see these changes reflected across the AdWords Help Center and in our future communications.

You can take a tour in AdWords of the new enhancements, or learn more about manager accounts in the AdWords Help Center.

Posted by Zak Stern, Product Manager, AdWords

Happy Birthday Brand Lift - We got you some new features

Posted: 04 Jun 2015 07:14 AM PDT

Today's consumer journey has become fragmented into micro-moments that span many channels, devices and media types.  As a brand trying to reach today's consumer, it's more important than ever that you know which moments matter most.  And, because consumers are making decisions faster than ever, you need to be able to make decisions equally as fast.

The good news is that while technology makes the consumer journey more fragmented, it also makes it easier to measure brand impact. At Google, it's our mission to help you measure all of the moments that matter -- from first impression to final conversion.

That's why last year we launched our Brand Lift solution, giving you insights into what impact your YouTube ads have on the consumer journey - from awareness, to ad recall, to brand interest - in a matter of days, not weeks or months.

So how is our one-year-old doing?  In the first year, we've run more than 10,000 studies on YouTube campaigns.  In April, we published an analysis showing the results Brand Lift has measured on YouTube, and found that 94% of campaigns saw a lift in ad recall, with an average lift of 80%.  Not bad for a toddler!

Today, we are excited to announce that we're expanding Brand Lift to include measuring lift in consideration, favorability and purchase intent for your ads. Our survey methodology will quickly tell you how your YouTube ad resonates at different points in the consumer journey:

  • Did my ad break through with consumers?
  • Are they more aware of my brand after seeing my ad?
  • Is their consideration of my brand higher after my campaign?
  • Are consumers more favorable towards my brand after seeing my ad?
  • Has their intent to purchase from my brand risen?

And because more than half of YouTube traffic occurs on mobile devices, we've expanded Brand Lift to measure the impact of ads served on YouTube's mobile app as well.

With these additions, you can measure more of the moments that make up today's consumer journey, giving you a more complete view of how your YouTube campaigns drive impact.

Happy birthday Brand Lift!  Hope you like the new features we got you.

Posted by Samir Pradhan, Product Manager, Brand Lift