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In April, we introduced improvements that help multi-channel advertisers more easily manage reporting for specific campaign types. For example, if you want to see performance columns for Display, you can quickly filter your view to see only your Display campaigns. Today, we introduced another important enhancement to AdWords - TrueView is joining Search, Shopping and Display campaigns within the core AdWords interface. Now we are adding three new reporting columns to make it easier to report across all of these campaign types.

Introducing new ad interaction columns

As we add more campaign types into AdWords, we want to help you surface key insights across all of the campaigns you manage. That’s why we’re rolling out three new reporting columns to help you quickly report on some of the most important ad interactions that occur across all of your campaign types.

Starting this week, you’ll notice the following new columns:
  • Interactions - An interaction is the main action people take with your ad format— such as clicks for text and shopping ads, views for video ads, and engagements for Lightbox ads.
  • Interaction Rate - Interaction rate is used to measure how often people interact with your ad after it’s shown to them—for example, clicks divided by impressions for text ads, or views divided by impressions for video ads.
  • Avg Cost - Average cost is the average amount you've paid for your ads divided by total interactions—clicks divided by cost, or views divided by total cost.
screen shot of new interaction columns
New interaction columns help you measure metrics across your campaign types

When viewing multiple campaign types, these columns give you a more uniform and quick way to view key metrics for your campaign types in a single column. For example, for search, the primary metric you might want to view is clicks. And for video, your primary metric is views. Now, you can use the Interactions column to quickly see a combined metric for clicks and views for each of these campaign types within a single column.

Additionally, to make reporting by specific campaign type easier, you’ll now see your Total rows broken out by campaign type, instead of by network. And you will also see total rows for only the campaign types you manage.
Screen Shot 2015-09-01 at 4.57.54 PM.png
Total rows are now broken out by campaign type

Getting started

Over time, you may start seeing these columns in other areas of AdWords. To learn how to start using the new ad interactions columns in your AdWords reporting, check out our Help Center.

Posted by Pallavi Naresh, Product Manager, AdWords

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You know how you have to go to a special section within AdWords to create and manage your TrueView video campaigns? And jump back and forth when you want to report and optimize across all your campaigns? And you still can’t take advantage of AdWords bulk tools for your video campaigns? Well, good news, friends: those days are now over. TrueView is joining Search, Display, and Shopping campaigns within the core AdWords interface.

With the simplicity of a single interface and a more consistent experience, AdWords makes it easier for you to optimize across campaign types. Plus, you can take advantage of powerful bulk management tools to save time and effort when working on multiple TrueView campaigns. And now that all campaign types share the same structure, we can bring you new features for video, faster than ever before.

Now if you’ll follow us, we’d love to show you around…

In the top left corner, you can find the campaign type selector. This is useful to see only campaigns of a certain type. For instance, selecting “Video” gives you a view of your campaigns that looks similar to AdWords for video – meaning you’ll see only the tabs and columns that are most relevant for managing video campaigns. And best of all, we remember your column preferences whenever you switch among views, so you don’t need to change them around each time you toggle campaign types.

Campaign type selector

We’re also replacing targeting groups with ad groups, the basic building blocks for Search, Display, and Shopping campaigns. Now every ad group will have a single TrueView format, either in-stream or in-display. Though each ad group has only one format, campaigns can have multiple ad groups so you can still run both in-stream and in-display ads in the same campaign. To create a new campaign, just click the +CAMPAIGN button, click the new Video campaign type, and then create new ad groups within each campaign by clicking +AD GROUP.
Ad group creation

Now that TrueView has joined the party in AdWords, you’ll have access to a trove of goodies designed to help you manage, optimize, and report on accounts with lots of campaigns. For instance, bulk UI editing lets you modify information for multiple campaigns at once – directly from the UI, and bulk uploads let you download a snapshot of your campaigns, make changes en masse, and upload the changes live to your account. And report scheduling gives you the ability to set up a schedule for reports to run automatically, and have them emailed regularly to account users.
Bulk edits

Reporting for video campaigns is getting more powerful as well, as you’ll now have the ability to filter your results to isolate things like campaign name, label, cost, and conversions.
Filters

You’ll also see popular video features in familiar places in AdWords. For example, video remarketing is now in the AdWords shared library and YouTube account linking is in the Linked accounts section. Plus you’ll be able to see analytics for your video ads within the new "Videos" tab, and manage your targeting within the "Video targeting" tab.

Creating remarketing lists

Linking YouTube channels
Customers who’ve previewed the new interface found it saves them time and offers more powerful reporting. "As avid users of TrueView, we were eager to beta test the new TrueView in AdWords, and see how the change impacted our most complex campaign setups," said Pixability CTO Andreas Goeldi. "The increased functionality allows for improved workflow, better reporting, and significant time saved."

Whether your goals are to drive direct response or to build your brand, you now have a single, unified tool to address your full range of marketing goals. Starting today, you’ll be able to upgrade your campaigns to the new ad group structure, and say goodbye to those days of going to “All Video Campaigns” to get to your TrueView campaigns. To upgrade, just head to AdWords for video by clicking All video campaigns (once more, for old time’s sake) and click into the Upgrade Center to easily switch over all your campaigns in one fell swoop. And don’t worry – all your historical stats and targeting will carry over (just drill down to the campaign level to see them). If you’d rather not upgrade your campaigns yourself, no problem – we’ll automatically upgrade your campaigns, starting in six weeks.

And if you’re a video type of person (we certainly are!), check out all the content of this blog post in video form here.

For more information, check out the AdWords Help Center.

Posted by the fka AdWords for video team
Lane Shackleton, Group Product Manager
Ammar Ibrahim, Product Manager
Avi Fein, Product Manager

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Email is a big part of our everyday routines as a go-to place for staying in touch with family, friends and colleagues. It’s also a great way to get the latest updates from our favorite brands, whether we’re hearing about a huge weekend sale, getting deals on vacation packages, or learning about a new cutting-edge product. For several years, we’ve been working with advertisers to extend their email marketing strategies and test ways to bring more relevant offers to users with native Gmail ads1. Starting today, these native Gmail ads are now available for all advertisers directly in AdWords.

Rich and interactive ad formats


As we’ve developed Gmail ads, we’ve tested various formats to see what users find most engaging. One improvement we’ve made is to remove standard text ads from Gmail and show fewer, higher-quality native ads that integrate more seamlessly with the inbox experience.

With today’s announcement, advertisers can manage native Gmail ads right in AdWords by setting up a Display Network campaign and creating a Gmail ads format in the Ad gallery. The ad has two main parts:

  • The collapsed ad that users initially see that matches the look and feel of the Gmail inbox. Users can click on this to expand it and get more details.
  • The expanded ad unit is triggered by a click on the collapsed ad. This is a full-page native ad that recreates the informational and visual richness of a landing page. After users click to expand, any subsequent clicks on your content are free, including clicks to save the ad to your inbox or forward it to others. 

Advertisers can choose from several customizable Gmail ads templates for the expanded ad unit. They can feature a single image, highlight a promotion that combines an image with a description and call-to-action button, or showcase multiple products at once. The custom HTML format offers the greatest amount of flexibility in how you configure your assets and allows you to create an even richer ad experience by including videos, forms, phone numbers, and multiple links and calls-to-action.


Expanded ad unit examples

Reach your audience with advanced display targeting

You can use most of the display targeting options you’re already familiar with like keywords, affinity audiences, demographics, and topics. For example, a sports apparel advertiser could select relevant topics like “Fitness” and “Sporting Goods” or reach people in the “Health & Fitness Buffs” or “Running Enthusiasts” affinity audiences.

Brands like Marriott International are already using Gmail Ads to connect with users looking for compelling offers:

“We've had a lot of success working with our media agency, Beeby Clark+Meyler, to run Gmail ads and drive awareness for Renaissance Hotels. The larger ad unit allows us to feature videos and imagery that highlight the experience at Renaissance Hotels and our commitment to helping guests discover something new at their destination. We partnered with our creative agency, Anomaly, to embed rich visuals into our ads, and were able to drive great user engagement with 25% longer time spent on site and an 18% increase in pageviews per visit on RenHotels.com. This unit has also delivered ongoing high reach for the Renaissance Hotels brand. Since then, we've rolled out Gmail ads to additional Marriott International brand hotels globally and we're excited to launch them soon for our Autograph Collection Hotels as well."
Amy Sherman, Senior Director of Digital Marketing - 

Giving users control over the ads they see

As Gmail ads have evolved, we've continued to give users the ability to actively control the types of ads they see. As with other Google ads, users can manage their ad settings to remove unwanted ads from specific advertisers. They can also opt out of interest-based ads entirely.

To learn how to set up your first Gmail ad, visit our Help Center for more information.

Posted by Omry Pruzan, Senior Product Manager, Gmail ads



Gmail ads do not run on Gmail for work as part of Google Apps for Work


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Earlier this year, we introduced dynamic structured snippets. This automated ad extension gives your customers a better sense of the content on your website before they click on your ad. Whether it’s highlighting a list of hotel amenities or top clothing brands, dynamic structured snippets make your search ads more relevant and helpful while saving you time and simplifying campaign management.

Over the past few months, many of you have been seeing tremendous success with dynamic structured snippets. And we’ve heard that you sometimes want to customize the information that shows in this format. That’s why today we’re starting to roll out structured snippet extensions: advertiser-provided structured information that show with your text ads.
From amenities to brands to product types, you’ll now be able to select a predefined “Header” and input a list of customized values that make the most sense for your business. For example, if you’re a hotel brand promoting hotel property, you can now create a structured snippet for “Amenities” and order them accordingly.
Using structured snippets with callouts

Structure snippets and callouts have distinct attributes and benefits.
Learn more

Structured snippets will be rolling out to all AdWords accounts over the coming weeks. Please note that structured snippets can only be created in English at this time.

Ad extensions typically boost the performance of an ad and are also a factor in Ad Rank. Though ad extensions aren’t always eligible to show, the more you provide, the better the auction is at selecting the best combination of extensions to improve performance.

For more information about setting up structured snippets, see the AdWords Help Center.

Posted by Senthil Hariramasamy, Product Manager, AdWords

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Nearly 60% of smartphone users expect their favorite apps to look visually appealing. We’ve always believed that in-app ads can enhance an app’s overall experience by being well designed. So today we’re announcing a completely new look for our interstitial in-app ad formats - also known as full-screen ads - that run on apps in the AdMob network and DoubleClick Ad Exchange.

Inspired by Material Design, the new app install interstitial comes with a beautiful cover photo, a round install button, and matching color schemes. Technology called “color extraction” makes the ads more consistent with the brand's look and feel -- we extract a dominant color either from the cover photo or app icon and apply it to the footer and install button. We found that having a greater variety of designs and colors can improve conversion rate.

Other features include the app’s rating, and a screenshot gallery which appears when a user taps ‘More images’, so users can learn more about the app without leaving the ad.
BeforeAfter (4).png
The previous design of our app install ads on the left, and our new version on the right.
Lineup (1).png
Different examples of color matching.             
Our app install formats have driven more than a billion downloads across Android and iOS. You can use these new designs automatically when you run a mobile app install campaign on the AdMob network in AdWords. That’s right, no extra work required!

Next, our new text-based ads are easier to read, and contain a larger headline and a round call-to-action button that clicks through to a website.
prev_wayfair.png               new_wayfair.png


On the left, the previous text ad interstitial design, and the new version on the right. 

As with other ad format innovations, our ads UI team test multiple designs - ten in this case over the course of a year - to find final versions that increase clicks and conversions for advertisers, and a positive experience for users. Both app install and text ad formats appear within the app and can be closed easily, so users can return to what they were doing with a single tap.

As we announced at Google I/O this year, the volume of interstitial impressions has more than doubled across AdMob since last July, so now’s a great time to get your business in front of more app users.

If you’re a developer looking to learn more about earning with in-app interstitial ads in your app, visit AdMob now. These new designs will also be available to developers monetizing their apps with DoubleClick Ad Exchange.

Posted by Pasha Nahass, Product Manager

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Dynamic Search Ads are driving great results for businesses, and, as we announced last month, DSA is now more powerful than ever.

As you reach all sorts of interested users via Dynamic Search Ads, we’ve created a Best Practices checklist to help you get the most out of DSA.  Beyond Keywords, a checklist for optimizing Dynamic Search Ads, is loaded with recommendations and tips, such as:
  • Why you should create targeting groups based on user behavior
  • How to exclude traffic you don’t want captured
  • Which tactics to combine with DSA to improve performance
Review the checklist and start optimizing today.

Want to stay on top of even more Best Practices?  Sign up to receive our monthly newsletter.

Posted by Matt Lawson, Director, Performance Ads Marketing

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We’re constantly looking for ways to give thoughtful, relevant information as shoppers browse, compare and research during their I-Want-to-Know moments. At the same time, we want to help you differentiate your products and stand out on Google.

Promotional text, an optional message added to your ad groups in AdWords, was part of our first efforts to do just that. We noticed many of you use promotional text to highlight special offers or free shipping, so today, we’re excited to introduce new automated extensions for shopping ads (PLAs).

Automated extension for shopping ads

These new extensions are displayed alongside your shopping ads (PLAs) at no additional work or cost. They use existing information you’ve provided in your Merchant Center settings and data feed to automatically show free shipping and price drop information in a consistent and digestible way for shoppers.
Promotional text retirement

Based on initial results, we’re seeing shoppers prefer these new automated extensions over promotional text and advertisers are getting better click through rates with it too. Thus, we’ll be retiring promotional text at the end of September 2015 and start surfacing automated extensions more frequently instead.

For those who use promotional text, no additional action is needed. Your ads won’t be otherwise affected and will continue to reach shoppers searching on Google. If you want to highlight other offers aside from free shipping and sale prices, we strongly encourage you to take advantage of our other shopping extensions:


Availability of this extension may vary by country, so check out the above help center articles for more details. You can find more information on automated extensions in our help center as well.

Posted by Tom Beyer, Product Manager, Google Shopping

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Last year, we launched powerful reporting and campaign management features like Auction insights to provide more visibility into the auction and ranking for Google Shopping. Going one step further today, we’re excited to introduce a suite of bidding strategies for Shopping campaigns. These enable you to go beyond manual max CPC bidding to deliver specific bids for each auction, tailored to people’s context.

Maximize Clicks
If you’re looking to capture as much traffic as possible within your budget, this is the bidding strategy for you. Maximize clicks will automatically adjust your bids and is also a great way to promote doorbusters on your website or in-store with local inventory ads.

Mario Märzinger, Vice President Marketing at home24 says, “We are extremely happy with the ability of maximize clicks to deliver more traffic at significant cost savings! Testing this bid strategy on one of our key product lines, we received 7% more clicks at 13% lower CPCs one month into the test.”
Enhanced CPC
If you want to manage your own bids or use a third-party bidding platform, enhanced CPC is your best bet. It dynamically optimizes on top of your bid in real-time so you get more conversions or sales at a similar cost. We’re seeing advertisers get as many as 7% more conversions at the same cost with eCPC!1

Radhika Aggarwal, co-founder and Chief Business Officer at Shopclues.com says, “We manage our bids as much as we can, and by using enhanced CPC, we’re able to optimize our bids based on user context and auction dynamics. Enhanced CPC’s real-time bidding has helped ShopClues improve our ROI and really elevate our performance.”
Target ROAS
If you don’t have time to manage your bids manually and are revenue-driven, let target return on ad spend (ROAS) do the heavy bidding lifting. With target ROAS, you choose your desired ROAS and it’ll dynamically bid so products that’ll drive more revenue will get higher bids.

Currently a beta, target ROAS is available to a handful of retailers. If you’re interested in participating in this beta and being an early adopter, please fill out this request form.
We’re very excited by these automated bidding solutions for Google Shopping. We'll continue to explore and invest in additional ways to help you be more effective and efficient with campaign management and bidding. For more information, check out the AdWords help center on bidding strategies and best practices for AdWords bidding.

Posted by Dimitris Meretakis, Product Manager, Google Shopping

1 Google Shopping internal data, August 2015.

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We hope you’re excited as we are about last week’s launch of the Report Editor. This powerful new AdWords tool lets you explore your account data in brand new ways from within your browser.

On the heels of that update, you should also be sure to check out our brand new guide to AdWords reporting: Special Reports. Inside the guide you’ll find advice about how to surface the right insights in your account and how to turn those insights into action. Specifically, learn how to:
  • Frame analyses around what success looks like for you
  • Give analyses the appropriate context
  • Tell a story that translates reports into action
  • Tailor reports to be uniquely meaningful to your needs

There are plenty of example reports throughout that are intended to inspire you as you put together your own analyses. Whether you run those analyses via the Report Editor or via any of the other different ways to report on AdWords performance, find actionable insights through smart reporting. Happy analyzing.

Want to stay on top of even more Best Practices? Sign up to receive our monthly newsletter.

Posted by Matt Lawson, Director, Performance Ads Marketing

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In March, we announced the AdWords app to help you manage your campaigns on the go from your Android mobile device. Now, the app has been installed hundreds of thousands of times in 195 different countries.
You’ve told us what you like so far. “The AdWords mobile app has quickly proved itself as a valuable tool to help me stay on top of my ad campaigns,” shared Clarence Smith of Blue Emu. “It includes my favorite features like editing campaign status and making bid adjustments that help me manage performance within seconds. And, it includes a few exclusive goodies—like real-time notifications and updates—that help me stay updated on critical changes in my account, wherever I am.”

You suggested, we built 

And, we’ve heard your suggestions for what you wanted to see next. Starting this week, AdWords app users will gain more visibility into ad performance with several new features, including:
  • a new billing summary
  • additional columns
  • updates to your performance tables 
We created the new billing summary to help you manage payment options, and provide you with an easy-to-see dashboard of your billing and payment information. For example, you can now view payment history, add and update your payment method (add a new card, set up a backup card, or edit an expiration date), and edit your billing profile - all from your Android smartphone.
The app now also has additional columns — for conversions, impression share and campaigns — that can be added to your performance tables so you can view and make quick optimizations on the go. For example, if a campaign is limited by budget, you can quickly adjust it. Or, you can monitor your keywords’ conversion metrics and adjust bids in a few taps to help you meet your performance goals.

Lastly, the performance tables for your campaigns, ad groups, keywords and ads let you horizontally scroll through more columns to see insights about your performance.

Get the app today 

If you haven’t downloaded or used the AdWords app yet, now is a great time to start. The app is available for download on Android from Google Play. Stay tuned for the iOS version. To learn more about the AdWords app, check out this video and visit the AdWords Help Center.

We value and listen to your feedback to help us improve the app. Please continue to share your thoughts through the app’s feedback section or on this form to help us shape future updates.

Posted by Cameron McKnight, Product Manager, AdWords