Google Data

Consumer expectations for immediacy and relevance are higher than ever, and successful brands are those that connect with consumers in those critical moments — the I-want-to-know, I-want-to-go, I-want-to-buy moments. Based on our deep understanding of intent and context, we’ve built products like remarketing lists for search ads (RLSA) and Customer Match to help you be there and be relevant in those moments. Today, at SMX East in New York City, I’ll be sharing new insight into these ad innovations.

RLSA gets even better

RLSA makes it easy to connect with customers who are already familiar with your business by allowing you to adjust your search ads, bids, and keywords based on their past activity on your website. Starting today, we’re introducing improvements to RLSA to give you more flexibility and help drive better performance:

• Reach your customers across devices. If someone visits your website on their laptop or tablet, you can now reach them with more relevant ads when they search on their phone.
• Keep site visitors in your list for 540 days. This longer membership duration makes it easier for businesses with seasonality or high consideration products to reach their customers.
• Add your remarketing lists at the campaign level later this year, making it faster and easier to use RLSA. This will work for Customer Match too.

Since RLSA’s initial launch, advertisers like Intel, TransUnion and David Jones have seen tremendous results.

Customer Match delivers results, especially when used with RLSA

Customer Match helps you reach your highest-value customers across Google Search, YouTube, and Gmail. We’ve found that advertisers using Customer Match and RLSA in combination are seeing strong performance.

At SMX East I shared this insight that we learned from many advertisers who are seeing great results. Wine Enthusiast, a retailer for all things wine, combined RLSA with Customer Match and saw a 3x increase in ROI compared to search campaigns that used keyword targeting alone.

Demographics for search ads

Demographics for search ads (DFSA) has started rolling out to all advertisers globally. DFSA lets you adjust bids for ages and genders, and even exclude them, to help you reach specific groups of customers, as well as report on how they impact your campaigns. Learn more.

Let’s say you’re a clothing retailer, and the majority of your customers are millennials — DFSA can help you to reach this audience more effectively. For example, you might increase your bids for users ages 18 to 34 to drive more sales from this valuable group of consumers.
Pairing insights like this with your search strategy can help you be there for your customers with the most relevant ad experience possible. Here are some advertisers who’ve seen success:

“DFSA was clearly a product we wanted to implement on our top campaigns. Since applying bids based on age, we’ve seen big gains in efficiency and engagement: searchers that DFSA identifies as over the age of 45 have shown a 65% higher CTR and a 15% lower CPA.” — Rene Rios, Director of Membership Development at AARP

“With DFSA, we can concentrate our marketing dollars on the audiences most important to us. By employing bid modifiers for women ages 25 to 44, we saw CPA decreases of 25% in our campaigns compared to normal search.” — Ya-Yung Cheng, Sr. Director of Digital Marketing & CRM at Sylvan Learning

Jerry Dischler, Vice President of Product Management, AdWords

Mobile phones have created new ways for consumers to engage with brands, often blurring the physical and digital worlds. People research products online and go into a store to buy. They see a brand on TV and then go online to learn more. Or they watch mobile videos on their commutes that inspire them to book a trip when they’re back home on their laptops.

However your audience engages, only Google has the scale and the tools to help you reach people in the moments that truly matter and measure impact across devices and channels.

I look forward to sharing several new innovations with you on Monday morning at Advertising Week’s Times Center Stage — all of which are designed to help you close the loop between television and digital, online and offline, and mobile and desktop.

Close the loop between TV and digital with Brand Lift 

For the last several years, we’ve been investing in our Brand Lift product to show marketers how YouTube campaigns impact brand metrics like awareness and purchase intent — throughout the entire consumer journey.

Today, we’re extending the capabilities of Brand Lift to TV campaigns to show marketers how TV ads increase Google and YouTube searches for your brand compared to YouTube campaigns. From early tests, we’ve seen that YouTube generates almost 2x searches per impression than TV generates.¹

Brand Lift for TV requires very little set-up – you don’t even need to provide your media schedule. As long as you’re running Brand Lift on both a TV campaign and a YouTube campaign, we’ll be able to report the incremental searches for your brand.

“We are excited to see the work Google is doing to better understand the impact of video. Brand Lift now presents us with a way to specifically, credibly, and scientifically compare the effectiveness of cross media campaigns. This is interesting to Volkswagen as we move closer to measuring TV and digital platforms (like YouTube) on even ground.” – Paige Parrent, Digital Media Manager, Volkswagen Marketing

Close the loop between online ads and offline sales 

In addition to the interaction between TV, YouTube and online search, there is now a real connection between online ads and offline visits to stores: 30% of smartphone users who visit a website or app on their phones buy something in a store within 24 hours.²

That’s why we’re introducing location extensions and store visits measurement for the Google Display Network – to help marketers close the loop between online ads and offline sales. As consumers browse their favorite websites or interact with their favorite apps, you can reach them with ads that show your business address, Google Maps directions and photos. It’s a high-impact, immediate way to increase foot traffic to your store.

For The Home Depot, location extensions for display ads reached consumers actively browsing their phones near the brand’s most popular stores, delivering an 8X in-store ROI. “Mobile location extensions for display really proved their worth very quickly,” says Umut Dincer, Director of Online Marketing for The Home Depot. “We’re able to reach DIYers who are close to our stores and make a ‘just-in-time’ connection that brings them the information they really want in their I-want-to-buy-it moments.” [Full story]

So how do marketers measure the impact of these online ads? Store visits for display measures the impact of your Display Network ads on actual visits to your store, hotel, auto dealership or restaurant. With the power of Google Maps technology, we have access to the exact dimensions of over 200 million stores globally to deliver 99% accuracy in reported visits.³ Only Google can deliver this level of precision and scale. [Learn more]

Close the loop across devices 

The final loop to close is the one across all the devices people use — phones, tablets, laptops and everything in between. Today, we’re introducing cross-device remarketing for Google Display Network and DoubleClick Bid Manager to help you reach the same user across devices, apps, and sites. You can now tell a single story to your audience and decide how frequently they see your ad across devices.

Let’s say you’re a retailer and want to build a customized Halloween campaign. With cross-device remarketing, you can reach your customers with an “It’s almost Halloween” ad on their phone during the morning commute. Later in the day, you can follow up with a limited time offer on decorations and recipes when they’re browsing a tablet at home.

All of these innovations will be rolling out over the course of the next few months.

It’s a privilege to build products that help brands close the loop for measurement, reach and engagement. We’re excited to share more details about these innovations with you throughout Advertising Week, and I look forward to your feedback as we continue this journey together.

Join the conversation at #GoogleAW2016.

Posted by Brad Bender, Vice President of Display and Video Advertising 

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1.  Google Internal meta-analysis of 1188 U.S. studies, August 2015 – April 2016.
2.  Google/Purchased Digital Diary: How Consumers Solve Their Needs in the Moment, May 2016, Representative sample of US smartphone users = 1000, Visited a Website or App = 721.
3.  Store visits are calculated using conservative data thresholds with 99% certainty that reported visits are less than or equal to actual visits.

When I started at Google 13 years ago, I was an ad tech engineer building products based on the idea that an online ad is only effective if it leads to a click and a purchase. It sounded simple at the time, but it’s revolutionized the way brands connect with consumers.

Today, our industry is adjusting to another revolution, and it’s all thanks to the tiny device we carry with us everywhere we go – our phones. Throughout the day, when we want to go somewhere, watch something, or buy something, we reach for our mobile devices for help, whether it’s to find the best hotel deal or buy the perfect car. And billions of times a day, we find what we want on Google, YouTube, Maps, and Play. This morning at dmexco, a digital conference in Cologne, Germany, I announced two ad innovations that will help you be there in those moments, connecting the right consumers with what they want, when they want it.

Go beyond the install and find your most valuable customers

Apps are ubiquitous with mobile and are an increasingly important touchpoint for consumers. To date, AdWords has delivered more than 3 billion app downloads to developers and advertisers.¹ And I meet with many of you from around the world to learn about the creative ways you’re connecting with your users – it’s the best part of my job. One insight I keep hearing is that users who engage with your app are the users that matter the most to your business. It’s not just about driving installs, it’s about delivering valuable actions within your apps – whether it’s reaching a specific level in a game or completing a purchase. We set out to solve this challenge.

At dmexco this morning, I announced the next generation of Universal App Campaigns, available globally to all advertisers. Across Google Search, Play, YouTube, and the millions of sites and apps in the Google Display Network, Universal App Campaigns can now help you find the customers that matter most to you, based on your defined business goals.

trivago, a popular hotel search app, was one of the first to test this new version of Universal App Campaigns. The brand cares deeply about helping travelers find the perfect hotel room and knows that users who tap on a deal are more likely to take the next step: book a stay.

Like trivago, you get to choose the in-app activity you want to optimize for, whether that’s tapping into a deal or reaching level 10, and can use third-party measurement partners or Google’s app measurement solutions like Firebase Analytics to measure those activities. Once your in-app activities are defined within AdWords, you’ve plugged in your analytics solution, and set your cost-per-install, Google will put our machine learning algorithm to work. Universal App Campaigns evaluate countless signals in real time to continuously refine your ads so you can reach your most valuable users at the right price across Google’s largest properties. As people start to engage with your ads, we learn where you’re finding the highest value users. For example, we may learn that the users who tap into the most hotel deals are those who watch travel vlogs on YouTube. So, we’ll show more of your ads on those types of YouTube channels.

For trivago, Universal App Campaigns was able to find users who were more likely to click on hotel deals in app to book a room. As a result, the travel brand acquired customers who were 20% more valuable to its business across both Android and iOS.

This is a major shift in how Google can help you grow your app business. We’re listening, and we’re no longer just focusing on the install. Our goal with Universal App Campaigns is to deliver user engagement and value for the apps you worked so hard to build.

Turn consideration into action with TrueView for action

The mobile revolution hasn’t just changed how we search or interact with apps, it’s also changed the way we interact with almost every kind of media. Nowhere is this more evident than the way people watch video. We see this every day on YouTube.

In a recent study, we found that 47% of U.S. adults aged 18 to 54 say YouTube helps them at least once a month when making a decision about buying something – that’s an estimated 70 million people going to YouTube every month for help with a purchase.² These intent-rich moments are opportunities for brands to connect with consumers when it matters, so we took on the challenge of making it easier for consumers to move from consideration to purchase.

Over the last few years, we’ve evolved our TrueView format to change the way video delivers value for performance marketers. TrueView for app promotion and TrueView for shopping make it incredibly easy for brands to drive downloads and purchases directly from YouTube. But what about brands with other types of conversions, like requesting a quote, booking a hotel, signing up for a newsletter, or scheduling a test drive?

Today I’m excited to introduce TrueView for action: a new format that encourages users to take any online action that’s meaningful for your business.

TrueView for action makes your video ad more actionable by displaying a tailored call-to-action during and after your video. This call-to-action can be adapted to your specific use case, like “Get a quote,” “Book now” or “Sign up.” Since this is an easy add-on to your video, you can drive performance on top of all the benefits of showing your video to an engaged audience. This is especially advantageous for brands that offer products or services with high consideration, like financial services, automotive, or travel. TrueView for action can help you move your customers along the path to purchase by encouraging actions like scheduling an appointment or requesting more information. We’re excited to start testing this new format with advertisers throughout the rest of this year.

As consumers live their lives in a mobile-first world, it’s increasingly important for brands to build transformational mobile experiences. We know it’s not always easy, and Google is here to help. It’s been so inspiring to see so many of you deliver extraordinary experiences for your customers, and I think dmexco embodies this shared passion and innovative spirit for connecting brands with consumers. I look forward to meeting with more of you and continuing along this amazing journey.
Posted by Sridhar Ramaswamy, Senior Vice President, Ads and Commerce

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1. Google Internal Data, Global
2. Google / Ipsos Connect, YouTube Sports Viewers Survey, U.S., March 2016 (n=1500, 18-54 year olds)

If you’re still getting up to speed with expanded text ads, check out our best practices for creating effective ads. We’re also hosting an upcoming Hangout-on-Air to go over some of the considerations as you make this important transition.

Here’s to a successful holiday season filled with great, user-friendly text ads – be they standard or expanded.

Posted by Senthil Hariramasamy, Senior Product Manager, Ad Formats

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Google Play reaches more than a billion people on Android devices in over 190 countries — providing a platform for consumers to find the coolest new apps and enjoy the latest music, movies, and books.

We introduced search ads on Google Play last year to improve app discovery and help developers reach users right when they’re looking for new apps to install. It’s one of several platforms, alongside YouTube, Google.com and the Google Display Network, where developers can introduce your apps to high quality users. Developers all around the world, like GrubHub, have seen tremendous success in terms of reach and install rates with Google’s app promo products. See full story. We’re building on this momentum by fine-tuning the ads experience on Google Play to deliver even more growth for the developer community.

First, for app-specific searches on Google Play, ads in their current form will not be shown at the top of the page. Instead, the organic result for the app will show at the top of the page, followed by additional organic results and possibly ads for other relevant apps. So when a user searches for “Google Express,” she will see the organic result for “Google Express” without an identical “Google Express” ad above it. This change is part of our ongoing commitment to improve user experience and advertiser performance. We encourage developers to monitor your campaigns as there may be some natural changes in performance metrics as we roll out these updates.

Second, a relevant, additional ad will start to show on Google Play for some queries like “music streaming app” and “exercise app.” This new ad spot gives developers an additional opportunity to promote the apps you’ve worked so hard to build.

Innovations like search ads on Google Play have proven to be a useful way to surface new apps for consumers and provide additional value for developers. We look forward to building on this momentum with new tools and best practices to bring even more success to the developer community.
Posted by Sissie Hsiao, Director, Product Management

Ninety percent of smartphone users say they aren’t absolutely sure of the specific brand they want to buy when they begin shopping¹ and nearly half of US readers consult blogs to find new trends and ideas². To help people discover and explore products and brands in these I-need-some ideas moments, we’ve been focused on building ads experiences, such as Showcase Shopping ads and Shopping ads on image search, that drive discovery.

Last week, we launched a unique Fashion Week experiment which enables people to explore the world of fashion and shop products directly from curated, inspirational images on google.com. This week we are rolling out a new apparel and home decor experience for our retail advertisers called shop the look.

How it works:

Let’s say you’re looking for a new outfit to wear to a wedding. If you search for “cocktail attire”, you could see an image of a popular fashion blogger wearing a black cocktail dress, heels and sunglasses. You can shop those exact (or visually similar) products featured in the image by tapping through and exploring the relevant products shown in the form of Shopping ads. As with standard Shopping ads, retailers will be charged on a cost-per-click basis, and all impressions and clicks will be reported within existing Shopping campaigns.

The featured images that power the shop the look experience come from brands, bloggers, retailers and publishers, which are sourced from trusted partners such as LIKEtoKNOW.it., Polyvore and Curalate.

Get started

We’re currently testing the shop the look experience in the US on mobile devices. If you’re a retailer and interested in showing your products within the shop the look experience, create a Shopping campaign and ensure you optimize your bids to show on mobile.

Posted by Melissa Hsieh Nikolic, Senior Product Manager, Google Shopping

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¹ Consumers in the Micro-Moment, Wave 3, Google/Ipsos, U.S., August 2015, n=1291 online smartphone users 18+
² AdWeek, Why Influencer Marketing is the New Content King, April, 2015

Retailers have long been using Merchant Center to connect their product data to Google — letting millions of shoppers find their products on Google.com, YouTube, and partner websites. Today, we’re excited to introduce an updated version of Merchant Center, which offers the same functionality you’re used to, with more streamlined navigation and easier access to additional Shopping programs.

Navigate the new Merchant Center 

With updates to Merchant Center, you’ll see a fast, responsive new interface, aligned with the modern look and feel of the rest of Google’s products. We’ve changed Merchant Center navigation by bundling common tasks and actions. For example, you can use the new Home page to view recent announcements and dashboard data for your account, and you can find consolidated product feed and product data quality information under the Products page. For more information on navigating the new UI, visit the Help Center.

Explore and enable Shopping programs in Merchant Center 

Merchant Center now lets you discover new ways to apply your data to promote and sell your products. Use Merchant Center to explore additional Google programs for your products, including Local Inventory Ads, Merchant Promotions, Product Ratings and more, while continuing to manage and configure your product data for Shopping ads.

You can access the Merchant Center Programs page under the 3-dot icon. Continue exploring the various programs by selecting the Learn More option in each card, and express your interest in participating in a program by selecting Get Started.

Updates to existing features: Feed Rules, Diagnostics, and Currency Conversions 

In addition to the user interface changes, we’ve updated some of our most-used Merchant Center features to improve speed and functionality, helping you get your products online more quickly:

• Feed Rules. In response to feedback we’ve heard from you, we’re updating Feed Rules to more closely align with how we see retailers commonly using the tool today. 
• • Change or update specific values. For example, you can update specific values of the color attribute while keeping other existing color values intact. 
  • Create new values by combining static values and/or values from different attributes in your feed. For example, you can add size type values to your product title values. 
  • Extract values from other attribute values. For example, you can populate a color value by searching in the description attribute for pre-selected values (blue, green, red, yellow) that will be suitable for the color attribute. 
• Diagnostics page. We’ve increased the freshness of data in the diagnostics page. Now, the latest results from your feed uploads and product updates will be displayed in near-real time instead of twice a day — meaning that you’ll have fresher data to update and optimize your product feeds. 
• Currency Conversions. Last month, we announced that we were testing currency conversions, which allows you to convert the currency in your product data locally. With the launch of the new Merchant Center, we’re expanding this feature more broadly to let you easily advertise to users in other countries, while allowing you to continue using your existing website and landing pages without change. Learn how Berlin-based myToys is already using currency conversions to increase their sales abroad. 

Check out the new Merchant Center and feature updates by logging into your account at merchants.google.com.

Posted by Sven Herschel, Product Manager for Google Shopping

The AdWords Community exists to help advertisers like you improve performance and share best practices. If you haven’t visited the AdWords Community in a while, you might be surprised by what you find. Over the last six months, we’ve made a number of exciting changes. From a new design to expanded content areas, the Google Advertiser Community continues to evolve and help you connect with our experts and improve your performance.

Ask an Expert 

One of the most valuable resources you’ll find on the Community is the experts who frequent the forum on a daily (or even hourly) basis. These experts, part of Google’s Top Contributor program, have years of professional experience with AdWords and a passion for helping fellow Community members succeed.

Most of our Top Contributors have an area of expertise. If you ask a question on the AdWords Community about account automation, you will probably meet Jon Gritton. Jon hails from the UK and runs his own AdWords agency. He is also one of our most tenured AdWords Top Contributors (he’s been answering questions on the forum since 2006!) and our resident AdWords Scripts expert. He has solved well over 800 questions in his time on the AdWords Community.

An Improved Look and Feel 

We also wanted to improve the look and feel of the Community.

• Using Material Design, the Community now offers the same modern and intuitive experience that’s at the core of our favorite Google apps like Maps, Search, and Gmail. 
• Managing your advertising isn’t something you only do at your desk, which is why we’re re-designing AdWords for marketing in a mobile-first world. The redesigned Community is also responsive and mobile-friendly—perfect for browsing and resolving questions on-the-go. 

Go Beyond AdWords 

Finally, we know that AdWords isn’t the only way to promote your business with Google. You can get information about other important Google products on the Community: Google Analytics, Google My Business, Google Partners and Google Small Business.

Get Involved 

Anyone can join the Advertiser Community, post questions and find answers. Visit today to connect with other advertisers.  

Julian Chu, Director of Customer Engagement

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1. Google / Ipsos Connect, March 2016, GPS Omnibus, n=2,013 US online respondents 18+

We’re introducing several updates to AdWords Editor, available today to all advertisers globally. This version includes support for expanded text ads and mobile app engagement ads, import/export and simultaneous posting for multiple accounts, and much more.

Expanded text ads

AdWords Editor 11.5 provides full support for expanded text ads. Expanded text ads offer nearly 50% more ad text for you to highlight your products and services before people even click into your ad. It’s important to take advantage of expanded text ads as soon as possible because after October 26th, 2016, you’ll no longer be able to create or edit standard text ads. AdWords Editor lets you create and edit expanded text ads at scale so you can easily migrate all of your standard text ads before this date. To help you get started, check out our best practices guide.

Mobile app engagement ads

Mobile app engagement ads are a great choice if you want to help existing app users take action in your app. You can now create and edit mobile app engagement ads in AdWords Editor, making it easier to reach more of the right app users with the right message.

Import, export, and posting for multiple accounts

We’re always looking for new ways to make managing accounts easier and more efficient. With this latest version of AdWords Editor, you can post changes to multiple accounts at the same time, import a CSV file into multiple accounts, and export more than one account into a single CSV file.

Structured snippet extensions

Structured snippets let you highlight features of a specific product or describe the range of products or services your business offers. AdWords Editor now allows you to create and edit structured snippets at scale.

and much more…

AdWords Editor 11.5 also provides support for filtering by type when downloading campaigns, aggressive targeting optimization for mobile app installs campaigns, multi-column sorting, and enhancements to advanced search. You can learn more about these updates in the AdWords Editor Help Center or download AdWords Editor 11.5 here.

Posted by: Blake Reese, Senior Product Manager, AdWords Editor

The shift to mobile is no longer happening, or will happen — the shift to mobile has happened. At the Google Performance Summit in May, we announced a completely new ad platform built from the ground up to help consumers and marketers succeed in this mobile-first world: expanded text ads and responsive ads bring to life the canvas you use to connect with consumers, while device bid adjustments provide more control and flexibility so you can optimize with greater precision.

Starting today, these innovations will begin rolling out in AdWords to all advertisers around the world.

Get started with expanded text ads Earlier this year, we removed right-hand side ads to improve the search experience and make it consistent across mobile, desktop, and tablet. This helped pave the way for the biggest update to our ad creative since we introduced AdWords more than 15 years ago.

Expanded text ads are optimized for the screen sizes of the most popular smartphones and feature two headlines, each with 30 characters, and one long 80-character description line. That’s nearly 50% more ad text for you to highlight your products and services.

Standard text ad	Expanded text ad

Our research shows longer ad headlines are more useful to mobile users because they provide additional information about your business before they click your ad. In fact, here are some early success stories from advertisers who have started using expanded text ads:

	“Working closely with our agency Adlucent, Guitar Center was one of the first to adopt expanded text ads. With the additional ad space, we’re now able to highlight our promotions and sales while preserving our core brand message — like we did for the 4th of July. Our non-brand campaigns alone have seen more than a 2x increase in CTR.” — Robert Spears, Digital Marketing Director at Guitar Center
	“Expanded text ads represent a tremendous opportunity for L’Oréal and our agency iCrossing. We’re now able to showcase the breadth and depth of our beauty products, and build brand love — all from a single ad creative. So far, expanded text ads have helped us deliver a 92% increase in click-through rate for one of our brands, compared to our old text ads.” — Kirsty Woolley, Multi Channel Acquisition Manager at L’Oréal Luxe
	“In such a competitive industry like telecom, it was critical for EE and our agency MEC to implement expanded text ads as quickly as possible. From the start, we utilized the additional ad text to tell a better brand story and provide more information for consumers. By combining our ‘50% faster network’ value proposition with details around EE’s competitive pricing and packages, we’ve been able to increase clickthrough rates by up to 79%.” — Sam Richardson, Digital Media Executive, EE
	“Kueski jumped at the opportunity to use expanded text ads and immediately implemented a strategy across our best performing campaigns. By highlighting the speed of our service, and safety and security of our platform, we were able to take advantage of the additional ad space and deliver amazing results, including an 18% increase in conversion rate for generic keyword campaigns.” — Rodolfo Orozco, User Acquisition Manager at Kueski

It’s important for advertisers to take advantage of expanded text ads as soon as possible, especially with back to school and the holiday season right around the corner. To help you get started, we’ve published a best practices guide that walks through tips and tricks for creating and optimizing expanded text ads. Specifically:

	Create and test multiple expanded text ads for each ad group, and evaluate performance before pausing or deleting your standard text ads
	Remember to include important information about your business and other tried-and-true components from your standard text ads, like price and keyword insertion
	Focus on your headlines: they’re the most prominent part of your text ad

AdWords Editor and the AdWords API also support expanded text ads, which means you can create and edit your ads in bulk to help save time. If you use leading 3rd-party tools to manage your ads, DoubleClick Search, Kenshoo, and Marin Software all support expanded text ads as well.

Starting on October 26th, 2016, you’ll no longer be able to create or edit standard text ads — meaning you’ll only be able to create and edit text ads using the expanded text ads format after this date. Existing standard text ads will continue to serve alongside expanded text ads.

Create responsive ads for display 

In a mobile-first world, display ads need to fit seamlessly within the websites and apps people visit, while delivering a consistent experience across devices. We built responsive ads for display to help your ads adapt to the increasingly diverse mix of content types and screen sizes. Provide 25-character and 90-character headlines, a 90-character description, an image, and a URL, and Google designs ads that fit beautifully across more than two million apps and websites on the Google Display Network (GDN). Responsive ads also unlock new native inventory so you can engage consumers with ads that match the look and feel of the website or app they’re using.

JustFab.de, a fashion retailer, wanted to reach more shoppers as they browsed content online. JustFab provided headlines featuring its latest promotions, descriptions highlighting popular products like capri pants and strappy sandals, and images of its top selling items — and Google designed ads that fit anywhere on the GDN. As a result, JustFab drove a 56% higher conversion rate and a 55% decrease in CPA.

Set device bid adjustments 

As we re-imagine how ads look in a mobile-first world, it’s also important to have more flexible tools that help you optimize device-level performance. New device bid adjustments allow you to maintain the efficiency of managing a consolidated campaign that reaches consumers across devices while giving you more control to set individual bid adjustments for each device type — mobile devices, computers, and tablets. Our updated best practices guide can help you evaluate your bidding strategy and set accurate performance targets that reflect the full value of mobile. You can also join us for a Hangout on Air at 9am PDT/12pm EDT on August 9th, 2016 for a live Q&A about device bid adjustments with Google product experts. Register here.

While device bid adjustments enable you to optimize with greater precision, you still need to factor in other signals which impact performance, like location, time of day, and audience. To optimize at scale across this wide range of contextual signals, you should take advantage of automated bidding. Smart Bidding utilizes the power of Google’s machine learning to set more informed bids and help you get the most out of your marketing budget. The latest Smart Bidding innovations are available in both AdWords and DoubleClick Search. In the coming weeks, you’ll also be able to set device-specific CPA goals with Target CPA Smart Bidding in AdWords.

The way consumers use technology to connect with the world around them has changed. As a result, we’ve re-designed AdWords, from ad formats to bidding, to help you reach potential customers in more meaningful and relevant ways. We’re excited to undertake this journey with you and look forward to hearing your feedback.

Posted by Sridhar Ramaswamy, Senior Vice President, Ads and Commerce