People are constantly connected, using multiple devices throughout the
day to shop, communicate and stay entertained. A September 2013 study
of multi-device consumers found that over 90% move sequentially between
several screens for everyday activities like booking a hotel or shopping
for electronics.
As consumers are increasingly on the go and switching between devices, marketers are telling us they want to see a more complete and accurate picture of how their online advertising drives conversions. Conversions can come in many forms: visits to stores, phone calls, app downloads, website sales or purchases made after consulting various devices. Getting better insight into these complex purchase paths can help you optimize your online advertising and allocate budget more effectively.
Introducing Estimated Total Conversions
Today, we are introducing Estimated Total Conversions for search ads on Google.com. This is an exciting first step to give marketers more insight into how AdWords drives conversions for your business by showing you both the conversions you see today, like online sales, as well as an estimate of conversions that take multiple devices to complete. Over time, we’ll be adding other conversion types like phone calls and store visits as well as conversions from ads on our search and display network.
Estimated Total Conversions will provide you with a holistic view of all of the conversions driven by your Google search advertising that can be used to make important decisions like how much to bid and how to assign budget across your various marketing channels. For the last few years, many sophisticated advertisers have been using their own analysis to get to these insights. Today, we are beginning to bring this level of insight and measurement to all advertisers.
Estimated cross-device conversions
Estimated cross-device conversions is the first new conversion type to launch as part of Estimated Total Conversions. Cross-device conversions start as a click on a search ad on Google.com on one device and end as a conversion on another device (or in a different web browser on the same device).
For example, say someone shops for “blue jeans” on her mobile phone while waiting for the morning train. She clicks on a mobile ad for ABC Blue Jeans. When she gets to her office, she goes directly to the ABC website to make a purchase. This is an example of a cross-device conversion. We calculate cross-device conversions using a sample of data from users who signed into multiple devices. Learn more about how this works.
Estimated cross-device conversions will begin rolling out globally to all AdWords advertisers starting today and continuing over the next few weeks. To see these new statistics, you’ll need AdWords conversion tracking and a sufficient volume of conversions on which to base a reliable estimate.
In the last few months, we’ve analyzed data across thousands of AdWords advertisers to learn more about cross-device conversion patterns.
Paving the way for marketers to measure the full value of their online advertising
We are committed to helping you gain insight into the new conversion types that are part of a constantly connected, multi-screen world so that you can make the best advertising decisions possible. In addition to cross-device conversions, both phone calls and store visits will be included as part of Estimated Total Conversions in the coming months. These are important conversions to consider — people make more than 40M calls to businesses each month directly from Google ads and are often looking for physical store locations when they search on Google, particularly on the go.
We look forward to your feedback on estimated cross-device conversions and are working hard to add new features. Over the coming weeks we’ll dive into the new features with tips and best practices on the Inside AdWords blog and on the new Think Insights page for conversions. We hope you will join us.
Posted by Sridhar Ramaswamy, SVP, Ads and Commerce
As consumers are increasingly on the go and switching between devices, marketers are telling us they want to see a more complete and accurate picture of how their online advertising drives conversions. Conversions can come in many forms: visits to stores, phone calls, app downloads, website sales or purchases made after consulting various devices. Getting better insight into these complex purchase paths can help you optimize your online advertising and allocate budget more effectively.
Introducing Estimated Total Conversions
Today, we are introducing Estimated Total Conversions for search ads on Google.com. This is an exciting first step to give marketers more insight into how AdWords drives conversions for your business by showing you both the conversions you see today, like online sales, as well as an estimate of conversions that take multiple devices to complete. Over time, we’ll be adding other conversion types like phone calls and store visits as well as conversions from ads on our search and display network.
Estimated Total Conversions will provide you with a holistic view of all of the conversions driven by your Google search advertising that can be used to make important decisions like how much to bid and how to assign budget across your various marketing channels. For the last few years, many sophisticated advertisers have been using their own analysis to get to these insights. Today, we are beginning to bring this level of insight and measurement to all advertisers.
Estimated cross-device conversions
Estimated cross-device conversions is the first new conversion type to launch as part of Estimated Total Conversions. Cross-device conversions start as a click on a search ad on Google.com on one device and end as a conversion on another device (or in a different web browser on the same device).
For example, say someone shops for “blue jeans” on her mobile phone while waiting for the morning train. She clicks on a mobile ad for ABC Blue Jeans. When she gets to her office, she goes directly to the ABC website to make a purchase. This is an example of a cross-device conversion. We calculate cross-device conversions using a sample of data from users who signed into multiple devices. Learn more about how this works.
Estimated cross-device conversions will begin rolling out globally to all AdWords advertisers starting today and continuing over the next few weeks. To see these new statistics, you’ll need AdWords conversion tracking and a sufficient volume of conversions on which to base a reliable estimate.
In the last few months, we’ve analyzed data across thousands of AdWords advertisers to learn more about cross-device conversion patterns.
When advertisers in the travel industry use AdWords estimated cross-device conversions,
they are able to measure 8% more conversions, on average, than they did
before. In addition, they can now measure 33% more conversions that
originated on a mobile phone and later converted on different device.
This helps them attribute all those sales -- from customers who
searched for flights and hotels on their mobile phones and then made a
purchase from another device -- to the right ad.
Similarly, other verticals, like entertainment and retail are also seeing positive results. Businesses in these industries are now able to measure 12% and 7% more conversions, respectively, than they could before using Estimated Total Conversions.
Sean Singleton, Marketing Manager at American Apparel noted that, "We always knew our online ad investment was influencing conversions across devices, but we didn't know how to begin estimating these numbers. Once we saw that 5.3% more conversions could be attributed to cross-device conversions in AdWords, we knew we could more accurately calculate the value we were receiving from each ad click. We also learned that mobile ads are driving 16% more conversions than we thought, so we are now investing more into this channel to gain more sales.”
More results from other verticals can be seen below.
Similarly, other verticals, like entertainment and retail are also seeing positive results. Businesses in these industries are now able to measure 12% and 7% more conversions, respectively, than they could before using Estimated Total Conversions.
Sean Singleton, Marketing Manager at American Apparel noted that, "We always knew our online ad investment was influencing conversions across devices, but we didn't know how to begin estimating these numbers. Once we saw that 5.3% more conversions could be attributed to cross-device conversions in AdWords, we knew we could more accurately calculate the value we were receiving from each ad click. We also learned that mobile ads are driving 16% more conversions than we thought, so we are now investing more into this channel to gain more sales.”
More results from other verticals can be seen below.
Paving the way for marketers to measure the full value of their online advertising
We are committed to helping you gain insight into the new conversion types that are part of a constantly connected, multi-screen world so that you can make the best advertising decisions possible. In addition to cross-device conversions, both phone calls and store visits will be included as part of Estimated Total Conversions in the coming months. These are important conversions to consider — people make more than 40M calls to businesses each month directly from Google ads and are often looking for physical store locations when they search on Google, particularly on the go.
We look forward to your feedback on estimated cross-device conversions and are working hard to add new features. Over the coming weeks we’ll dive into the new features with tips and best practices on the Inside AdWords blog and on the new Think Insights page for conversions. We hope you will join us.
Posted by Sridhar Ramaswamy, SVP, Ads and Commerce
Reach, Relevance and Trust: The 'Big Three' in Display Advertising
Posted:
Wednesday, September 25, 2013
Google Display Network offers a powerful blend of advanced targeting,
innovative formats and best-in-class optimization tools that work across
screens to help you reach and engage with your perfect audience. Today
we’d like to take a closer look at our our reach and our partner sites
that help you scale your message to precisely the right people –
wherever they are.
According to comScore, 210 million unique visitors see ads served by the Google Display Network each month in the US alone. That’s as many viewers as all of the Emmy-nominated dramas put together! It's hard to visualize the full Google Display ecosystem in terms of numbers alone, so we've created an infographic to show some of our great partner sites and the metrics (like the 1 trillion monthly impressions) they generate:
Today we'd like you to meet three publishers in the Google Display Network who help make those introductions happen: Men's Health, Apartment Therapy and Serious Eats. Their stories embody what we think is special about GDN: the way it balances those big reach numbers with relevance and trust.
Reach
"One of the biggest advantages of working with Google is obviously the reach, and most importantly for us, the trusted reach, that Google brings to the table."
In Men's Health, a story about diet and nutrition might be matched with
an ad for a healthy oat cereal or a video of a celebrity chef offering
low-cal recipes. That kind of match is made millions of times a month.
These days those connections happen more and more on mobile screens.
Men’s Health now has more than 125,000 subscribers on tablets, enabling
them to bring, as Ronan explains, “a totally cross-platform, synergistic
opportunity to advertisers to speak to our guys whenever and wherever
they’re engaging with our content.” But on a personal device like a
smartphone, the trusted reach that Ronan Gardiner talks about is all the
more important.
Relevance
"Our audience is 60% women, 40% men, between the ages of 25 and 45. If advertisers know who they want to reach, we’re perfect for them.”
Apartment Therapy is "saving the world, one room at a time." Here you
might see ads for handcrafted wood furniture matched to a photo essay
titled "Organic Modern Dining Rooms." Maxwell Ryan, the founder and CEO
of this über-cool home design collective, attributes his site's success
to its ability to make an emotional connection with his readers: "We're
addressing a very personal space for people in a very focused way." A
personal connection with a very focused group: that's the kind of
relevance that marketers really aim for.
Trust
"Our audience is very passionate about food and they've come to trust us. So advertisers who advertise on SeriousEats develop that same credibility with our audience and their product."
Founder Ed Levine says that "every post is the start of a conversation,"
and we believe you should be able to say the same for every ad. The
Google Display Network portfolio includes 65% of comScore’s top 100
sites, so you can feel sure that your brand conversation will be
happening on a site that has earned viewers' trust.
That's our goal, after all: to make sure that your great ads get matched to the right audience on great sites like these. The Google Display Network makes those introductions, one match at a time, millions of times each day. We'll keep working hard to make sure the GDN continues to grow with full measures of reach, relevance and trust. To become part of the Google Display Network with your site, sign up today!
Posted by Brad Bender, Director Product Management
According to comScore, 210 million unique visitors see ads served by the Google Display Network each month in the US alone. That’s as many viewers as all of the Emmy-nominated dramas put together! It's hard to visualize the full Google Display ecosystem in terms of numbers alone, so we've created an infographic to show some of our great partner sites and the metrics (like the 1 trillion monthly impressions) they generate:
Even given those big numbers, though,
marketers know that sheer volume isn't where successful ads start. The
real magic lies in the connection one ad makes with one
consumer at a moment that counts. That's why the place where the brand
meets the consumer is so important. When a publisher has a close
relationship with users, it's like the ad is being introduced by a
trusted friend.
Today we'd like you to meet three publishers in the Google Display Network who help make those introductions happen: Men's Health, Apartment Therapy and Serious Eats. Their stories embody what we think is special about GDN: the way it balances those big reach numbers with relevance and trust.
Reach
"One of the biggest advantages of working with Google is obviously the reach, and most importantly for us, the trusted reach, that Google brings to the table."
- Ronan Gardiner
Publisher, Men's Health
Relevance
"Our audience is 60% women, 40% men, between the ages of 25 and 45. If advertisers know who they want to reach, we’re perfect for them.”
- Maxwell Ryan
CEO & Founder, Apartment Therapy
Trust
"Our audience is very passionate about food and they've come to trust us. So advertisers who advertise on SeriousEats develop that same credibility with our audience and their product."
- Ed Levine
Founder, SeriousEats.com
That's our goal, after all: to make sure that your great ads get matched to the right audience on great sites like these. The Google Display Network makes those introductions, one match at a time, millions of times each day. We'll keep working hard to make sure the GDN continues to grow with full measures of reach, relevance and trust. To become part of the Google Display Network with your site, sign up today!
Posted by Brad Bender, Director Product Management
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