Google Data » Andy https://googledata.org Everything Google: News, Products, Services, Content, Culture Wed, 18 Mar 2015 21:09:38 +0000 en-US hourly 1 http://wordpress.org/?v=3.7.5 AdWords Examples – Targeting your keywords https://googledata.org/google-adwords/adwords-examples-targeting-your-keywords/?utm_source=rss&utm_medium=rss&utm_campaign=adwords-examples-targeting-your-keywords https://googledata.org/google-adwords/adwords-examples-targeting-your-keywords/#comments Mon, 25 Jun 2012 21:54:00 +0000 https://googledata.org/?guid=3b4a479907d50b8fcd18eda91c2ceec8 In this fourth and last part of the series “AdWords Examples,” we’ll examine how to select and then evaluate keywords. If you missed the previous parts in the series you can find them here: Campaigns, Ad groups and Ads.

In this series we’ve been following Lisa, who has been creating a campaign specific to lava lamps in the Google Store. To ensure people can find her lava lamps on Google.com, Lisa makes a list of relevant keywords that closely match the theme of her ad group:

lava lamp
buy lava lamps
google lava lamp
lava lamps for sale
cool lava lamp
green lava lamp
red lava lamp
blue lava lamp
yellow lava lamp
electric lava lamp
best lava lamp
office lava lamp

The following image shows what it may look like when an ad written specifically for the lava lamps in the Google Store is shown for a relevant search. Lisa has been able to achieve this by creating a tightly themed ad group with related keywords and ad text, which, along with strategic bidding and Quality Score, has increased the likelihood of having her ads appear as they do here:


How to choose keywords

When choosing keywords there are several good strategies:

  • First and foremost it is important to think like the customer. In this case, you may ask yourself the question “If I really wanted to buy a cool lava lamp, for what would I search?” Then write these ideas down and try to expand on them, using synonyms and alternative ways of saying it. 
  • You can also get additional keyword ideas by using the Google Keyword Tool, which helps you generate keywords based on your initial ideas. In this case a good alternative keyword that is not already in the above keyword list could e.g. be ‘google motion lamp’. You can find the tool in the Opportunities tab. Here’s how you can use the Keyword Tool. If you discover some good keywords you would like to use, it’s never too late to add them. Here’s how you can add more keywords to your existing ad groups.
  • Use negative keywords: if Lisa knows that a keyword is less likely to lead to a sale, she may exclude the keyword from her ad group or campaign. In the ad group for lava lamps, Lisa might consider using ‘make your own lavalamp’ or ‘DIY lavalamp’ as negative keywords, which would prevent her ads from showing to users who make such searches. Discover how to use negative keywords here.

See a number of other useful tips about keyword selection in our article How to build the best keywords list.

We hope you find these examples useful and that you feel better equipped to regularly improve and optimize your current campaigns.

Posted by Gorjan Dimitrov - The Help Center Team
]]> https://googledata.org/google-adwords/adwords-examples-targeting-your-keywords/feed/ 0 Younger viewers say hello to online video in 2012 https://googledata.org/google-adwords/younger-viewers-say-hello-to-online-video-in-2012/?utm_source=rss&utm_medium=rss&utm_campaign=younger-viewers-say-hello-to-online-video-in-2012 https://googledata.org/google-adwords/younger-viewers-say-hello-to-online-video-in-2012/#comments Wed, 16 May 2012 16:11:00 +0000 https://googledata.org/?guid=e5ff88c6df95f99257e85654a4f36042 As more consumers reach for their smartphones, tablets and laptops for news and entertainment, there’s a new segment of viewers that watch less than two hours of TV per day - the “light TV viewer.” Around 31% of adults 18 to 49 are light TV viewers. And this segment is growing - households that opted for broadband internet instead of cable TV grew 22.8 percent over the past year, according to the latest Cross Platform Report from Nielsen.

To understand how this trend will impact advertisers in 2012, we partnered with Nielsen to conduct six cross-media studies looking at viewership patterns and campaign effectiveness across TV, YouTube and the Google Display Network (GDN). The conclusion? The light TV viewer is more efficiently reached with cross media campaigns on YouTube and the GDN than with TV alone.



The Light TV viewer
Consumers in this group tend to be younger (49 years old and below), diverse, college-educated, high-income, social-networking, and influential consumers. Our research found that light TV viewers overall averaged only 39 minutes of TV a day. Since this audience watches significantly less TV than the general population, they can be difficult to reach with TV advertising alone.

Additional reach, lower cost
On average, YouTube and GDN campaigns added 4 percentage points of incremental reach to light TV viewers - and it cost 92 percent less to achieve these results online than it would have on TV. The research also showed that TV failed to reach 63 percent of light TV viewers.

By shifting budget from TV networks that primarily reach the “heavy TV viewer” audience to YouTube and the GDN, you could more efficiently reach light TV viewers. In our study, a projection done for Reebok found that advertiser could decrease impressions to heavy TV viewers by 40 percent and increase impressions delivered to light TV viewers by 76 percent, showing more ads to a valuable, hard-to-reach audience.

Increased frequency and recall
Finally, our research showed that online campaigns added much-needed frequency to help increase brand recall for the light TV viewer. Combining YouTube and GDN drove a 27 percent increase in impressions, since even light TV viewers exposed to both TV and online ads saw more online ads than TV.

Overall, the results suggest that adding YouTube and the GDN to your TV network campaigns improves effectiveness in several powerful ways, helping to:
  • Reach a valuable, complementary, younger audience
  • Add much-needed frequency to light TV viewers
  • Deliver media more evenly across light and heavy TV viewers, reducing waste
  • Do all of this both efficiently and affordably



To learn more about how to reach the lightest TV viewer, visit Think Insights to view more findings from the full study.

Posted by Sheethal Shobowale, Advertising Research Manager


*MediaMark
**Nielsen
]]> https://googledata.org/google-adwords/younger-viewers-say-hello-to-online-video-in-2012/feed/ 0 New Changes to Ad Rotation https://googledata.org/uncategorized/new-changes-to-ad-rotation/?utm_source=rss&utm_medium=rss&utm_campaign=new-changes-to-ad-rotation https://googledata.org/uncategorized/new-changes-to-ad-rotation/#comments Mon, 30 Apr 2012 17:01:00 +0000 https://googledata.org/?guid=4355b79d3785dd4a73e6fa6ce748218c AdWords currently offers three ad rotation settings: optimize for clicks, optimize for conversions, and rotate evenly. Using the “rotate” setting for ad rotation is helpful for testing new creatives, but when run indefinitely can inhibit advertiser performance and deliver less relevant ads to our users.

Starting next week, the “rotate” setting for ad rotation will change.  Instead of rotating creatives for an indefinite period of time, this setting will only rotate for a period of 30 days.  After that, the setting will then optimize to show the ads expected to generate the most clicks.  Every time a creative is enabled or edited, the ads in that ad group will rotate more evenly for a new period of 30 days.

This change will be rolling out next week. At that time, ad groups with creatives that haven’t been added or modified in the past thirty days will see this new ad rotation behavior. Otherwise, this change will begin 30 days after your last creative was enabled or edited.

This change will enable us to provide users with the most relevant ad experience and should help advertisers improve the performance of their AdWords accounts. For more information on this change, please visit this article in our AdWords Help Center.

Posted by Karen Yao, Senior Product Manager
]]> https://googledata.org/uncategorized/new-changes-to-ad-rotation/feed/ 0 Helping all businesses play big on YouTube https://googledata.org/uncategorized/helping-all-businesses-play-big-on-youtube/?utm_source=rss&utm_medium=rss&utm_campaign=helping-all-businesses-play-big-on-youtube https://googledata.org/uncategorized/helping-all-businesses-play-big-on-youtube/#comments Mon, 23 Apr 2012 12:24:00 +0000 https://googledata.org/?guid=9138a029007ab5d6b7d8a87f6a59ffb7 With a global audience of more than 800 million monthly visitors to YouTube, every day can feel like you’re advertising in the Super Bowl, and one video can launch a business. Many have had success growing their business on YouTube, by creating videos that demonstrate their products, share customers testimonials, or simply showcase how their business works.

Take TRX, for example. When former Navy Seal Randy Hetrick wanted to expand TRX as a business, he knew he needed to use video to show potential customers how the TRX suspension training system worked and demonstrate its effectiveness. After using YouTube Analytics to hone their optimal video length and broadening their reach with TrueView video ads, they saw a 5X increase in traffic, 2X increase in conversions, and most importantly, a 2X increase in revenue.

To help even more businesses play big with video, today we’re introducing a number of new products, resources, and tools:

Google AdWords for video now available to all. Similar to search advertising - where you pay for clicks and set budgets with bids - we created a new model for video advertising. With Google AdWords for video, you only pay when someone chooses to watch your ad and you can create and manage video campaigns from the same platform as your search and display ads. You can create an account and start promoting your first video in less than 5 minutes. With AdWords for video you can:
  • Find the right audience: AdWords for video provides a range of options to reach the right audience. For example, you can promote your video by keyword to appear in YouTube search results, or you can choose to show your ad against content your customers are most interested in - such as sports or music. Connect with your audience on YouTube and the Google Display Network, which includes millions of websites. AdWords for video links to your YouTube account so you can easily start a video campaign with your existing videos.
  • Measure the effectiveness of your spend: On average, we’ve found that YouTube video ads drive a 20 percent increase in traffic to your website and a 5 percent increase in searches for your business (Google Campaign Insights, 2011). With AdWords for video you can find out how viewers are engaging with your brand during and after they watch your ad. You can see how many viewers watched your entire video, visited your website, stayed on your channel to watch another video, or subscribed to your channel, after viewing your ad.
  • Only pay for engaged views: With TrueView video ads you only pay when viewers choose to watch your ad so you aren’t charged when viewers skip your ad if they aren’t interested or have already seen your video. This means your ad budget is focused on viewers interested in your video. By displaying a call-to-action overlay on your video you can talk about a sale or specific offer to your viewers, share more information about your business, or drive traffic to your website.

$50 million in free advertising. We’re giving away $50 million in free Google AdWords advertising to help more than 500,000 businesses get into video. If you are new to AdWords, you can receive a $75 credit when you sign up. To put that into context, with $75 your video campaign can reach more than 1,500 of your most valuable customers on YouTube for one month. Request your free credit here.

Advertiser Playbook and support. To share best practices and tips on how video can be a core part of your business toolkit, we created a YouTube Advertiser Playbook. The Playbook covers everything from creating interesting content to promoting your video with ads. If you need help making a video, our My Business Story is a free tool you can use to create your first video. AdWords advertisers can also call our free phone support line, 866-2-GOOGLE, to get started with AdWords for video.

YouTube Ambassador program. To recognize business owners that are already using YouTube to grow their business, we’re naming 9 businesses from across the country to our first ever YouTube Ambassador program. These businesses have seen outstanding success in reaching new customers, building a brand, and engaging their fans with video. Hear their stories and learn more about the YouTube Ambassador program on the Official Google Blog.

Hear more from TRX fitness, a company that has built its business with YouTube

If you have a video you want to promote, get started with AdWords for video. And, join our YouTube for Marketers page on Google+ to stay up-to-date on our latest video marketing innovations.

Baljeet Singh, Group Product Manager, YouTube
]]> https://googledata.org/uncategorized/helping-all-businesses-play-big-on-youtube/feed/ 0 Advanced sign-in security to protect your AdWords account https://googledata.org/uncategorized/advanced-sign-in-security-to-protect-your-adwords-account/?utm_source=rss&utm_medium=rss&utm_campaign=advanced-sign-in-security-to-protect-your-adwords-account https://googledata.org/uncategorized/advanced-sign-in-security-to-protect-your-adwords-account/#comments Thu, 19 Apr 2012 21:19:00 +0000 https://googledata.org/?guid=5997676a0eda537cd95b1acc9aec25d4 "Mugged in London" scam demonstrate why it's important to take steps to help secure your activities online. If you reuse the same password on multiple sites and one of those sites gets hacked, or your password was stolen through a phishing scam, it can be used to access some of your most closely-held information.

We continually strive to develop solutions to prevent security breaches like these. So last year, we developed an advanced opt-in security feature for Google Accounts called 2-step verification. This feature makes your Google Account (and thereby also your AdWords account) significantly more secure by helping to verify that you're the real owner of your account. It does this by requiring two independent factors for authentication, much like you might see on your banking website: your password, plus a code obtained using your phone.

To make your AdWords account more secure, you can apply this 2-step verification to your Google account. While this is an extra step, it's one that significantly improves the security of your AdWords account because it requires the powerful combination of both something you know—your username and password—and something that only you should have—your phone.

Learn more about 2-step verification and get started at our Help Center. And for more about staying safe online, see our ongoing security blog series or visit http://www.staysafeonline.org/. Be safe!

Posted by Andy Lutz, Inside AdWords crew
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