Google Checkout will be retired in six months, Google has announced. The service, which has been used by many web merchants as an alternative to PayPal and has been the default payment option for Google Play developers, is going away Nov. 20, 2013.
Much to the dislike of my husband who is an Eagle my job somehow tends to take me to the homes of more high profile football clubs. Late last year work took me to Arsenal’s Emirates stadium and last week SMX London summoned me -along with plenty…(read more)
Industry benchmarks — reference points aggregated from ad campaigns across the industry — give you these comparisons. And today, for the first time, we’re launching the Display Benchmarks Tool, an easy-to-use webpage that lets you pull benchmarks to help you make better decisions about your campaigns.
Whether you’re after comparisons by country, industry vertical, ad size or ad format, our tool offers up-to-date benchmarks across 10 key display metrics, such as interaction rate and time, expansion rate and video completions. Here’s a quick demo of how to pull the benchmarks.
We’ve been playing around with the tool and identified some interesting trends around user engagement in our industry. Here’s a bit of what we’ve seen:
Trend #1 User choice leads to more engagement: People want to choose how and when they consume content online. We’re starting to see new ad formats, such as the TrueView and Engagement formats, that let people choose whether to watch or skip an ad. Our benchmark data shows that people are increasingly choosing to interact with these ads. Video completion rates are the highest we’ve ever seen, with people completing 60% of the videos that they watch.
Trend #2: Richer ads lead to more engagement: Longer interaction also stems from more beautiful and compelling ads, which advertisers are increasingly incorporating in their campaigns. Interactive video ads, such as this one from Cadillac, allow advertisers to layer information about their brands on top of their video commercials. Dual-channel ads, such as this Skyfall ad, let viewers turn their mobile phones and tablets into controllers that dictate what happens within the content on their desktop. These ads represent the new creative formats that are closing the gap between advertising and awesome content. And we’re seeing the results: since last summer, people are interacting with rich media ads ~50-60% more frequently and spending ~20% more time interacting.
Trend #3: Optimize your campaigns for engagement: Advertisers used to rely solely on click-through rates and reach/frequency reports to measure their campaigns. Now, these new rich media formats provide a better set of metrics, which help advertisers understand what’s best for users and optimize their campaigns. For example, from the benchmarks tool we’ve learned that interaction rates correlate strongly with larger ad area – the bigger the ad, the more frequently people will interact with it. Similarly, we’ve learned that rich media expanding formats are better for getting people to interact frequently, while in-page formats are better for getting people to interact for longer amounts of time. These types of insights are instrumental in making improvements to an advertiser’s campaign.
These findings confirm what we’ve heard from our partners — as ads become more engaging and relevant to users, their performance improves. If you’re still hungry for more data, don’t worry — next Tuesday, we’ll be kicking off a “Data Insights Blog Series,” where we’ll deep-dive into one trend a week and explain how the insights apply to your campaigns.
As you check out the tool for yourself, let us know if you find any nuggets you think we’ve missed. We just might feature your insight in one of our blog posts.
Posted by Becky Chappell, Product Marketing, DoubleClick
Last month, the DoubleClick Search team introduced the beta release of dedicated tools to help advertisers seamlessly upgrade to enhanced campaigns. Today, we’re excited to announce that these tools are available to all DoubleClick Search customers globally. Read on for details around the newly available features, what’s coming, and how customers are seeing success in upgrading to enhanced campaigns with DoubleClick Search.
Easily upgrade to enhanced campaigns
With this release, advertisers can save time when upgrading to enhanced campaigns with custom solutions that will:
- Identify similar campaigns that target different devices within your DoubleClick Search account
- Create reports to quickly merge and upload these similar campaigns into one enhanced campaign
- Provide the AdWords-suggested mobile bid adjustment in DoubleClick Search for more control and precision over bids in an enhanced campaign
Learn about these features and more in the enhanced campaigns upgrade guide.
This is the second of several feature rollouts we have planned for enhanced campaigns. Over the next few weeks, the DoubleClick Search team will be introducing advanced features to prepare advertisers for a constantly connected world, including support for ad group mobile bid adjustments and granular device-segmented reports.
What we’re hearing so far
With the goal of simplifying search managing, we’re continuing to invest in solutions that will help marketers run effective search campaigns across devices, as well as across channels — and our clients are seeing the benefits.
Keith Wilson, VP of Agency Products at The Search Agency, notes: “Recent enhancements in DoubleClick Search support for enhanced campaigns has been a wind on our backs for transitioning clients to enhanced campaigns. The overall functionality within DoubleClick Search is evolving rapidly, and that enables our teams to keep pace with the changes in the paid search space with the right tools.”
After performing initial upgrades using DoubleClick Search tools, Samridhi Chawla,
Senior Account Manager at Acuvue, said: “Our accounts look cleaner after upgrading to enhanced campaigns. The DoubleClick Search team has done a great job in making the transition smooth, and we’re already seeing positive results.”
Hear more about our enhanced campaigns vision from our clients and product experts:
To learn more about how clients have been using our enhanced campaigns upgrade tools, we’ll be at SMX Advanced in June, where Eric Papczun, US President of Performics, will share his company’s plans, successes, and best practices on upgrades through using search platforms like DoubleClick Search. Register here, and stay tuned to the DoubleClick Search blog to learn more about our support of enhanced campaigns features.
Posted by Kim Doan, Product Marketing Manager, DoubleClick Search
Your advertising performance almost always varies by location, no matter what kind of business you run. The good news is that if you optimize your bids for different locations, you can increase your sales and ROI.
Optimizing bids for better performance by location
With enhanced campaigns, it’s now much easier to boost bids in locations where your performance is stronger and reduce bids where performance is weaker. Before enhanced campaigns, you’d have to set up and manage an identical campaign for every location where you wanted unique bids. Since this was hard, the most common approach to location optimization has been to cut out underperforming locations using targeting exclusions. But in the long run, this approach can limit your growth and reduce your business competitiveness. So we recommend using bid adjustments rather than location exclusions.
Calculating location bid adjustments
Start by downloading a location performance report. Here’s how, using the AdWords interface:
- Set the date range to the past 30 days (longer if your campaign is on the smaller side).
- Click on the “Location details” button and select “What triggered your ad.”
- Click the View button and select Region.
- Click Download.
To maximize orders or leads at a particular CPA or ROI level, a common best practice for setting bid adjustments is to equalize your target metrics across all locations. As a math formula, it looks like this:
Here’s an example from a campaign with a cost-per-action goal.
|Location||Conversions||Cost||CPA||CPA Goal||Location bid adjustment|
|Florida||100||$800||$8||$10||100% * [(10÷8) - 1] = +25%|
|New York||120||$1080||$9||$10||100% * [(10÷9) - 1] = +11%|
|Ohio||70||$1050||$15||$10||100% * [(10÷15) - 1] = -33%|
|Pennsylvania||85||$850||$10||$10||100% * [(10÷10) - 1] = 0%|
Businesses with local stores or service areas
Closer customers are often more likely to buy from you and less costly to serve. So if your business has local stores or service areas, you should consider optimizing your bids based on customer proximity. For example, you can easily set one location target for customers within 2 miles of your business locations, and a second target for customers within 20 miles of your business locations (directions). Then use the approach described above to calculate your optimum bid adjustment for your two location extension targets.
Tips and reminders
- Maintain a broad location target to cover your entire potential market. Targeting too narrowly can limit your reach, clicks and conversions.
- It’s OK to set overlapping location targets with bid adjustments. We’ll only apply the most specific location bid adjustment. For example, say you have a +10% bid adjustment for Canada and a +20% bid adjustment for Montreal. When someone searches in Montreal, your bid will be increased by 20%. And you’ll see distinct performance stats for Montreal and all of Canada except Montreal on the Locations subtab on the campaign Settings main tab.
- Be careful when you don’t have much data. Otherwise your calculated bid adjustments could end up being too high or too low, and you could end up with worse results instead of better. If you don’t have statistical expertise on hand, we recommend not adjusting bids in locations with fewer than 1000 clicks and 30 conversions, as a general rule of thumb. Lengthening the date range for your reports to the past 90 days or more can help.
- Periodically check performance and increment your bid adjustments. From time to time, check your performance for each location target on the Locations subtab. Incrementally raise your bid adjustment where your performance is above your goal, and lower your bid adjustment where your performance is below your goal. This will allow you to optimize your bids over time and adjust to changing consumer behavior.
Posted by John Sullivan, Global Search Solutions
We started rolling out the next generation of the Penguin webspam algorithm this afternoon (May 22, 2013), and the rollout is now complete. About 2.3% of English-US queries are affected to the degree that a regular user might notice. The change has also finished rolling out for other languages world-wide. The scope of Penguin varies by language, e.g. languages with more webspam will see more impact.
This is the fourth Penguin-related launch Google has done, but because this is an updated algorithm (not just a data refresh), we’ve been referring to this change as Penguin 2.0 internally. For more information on what SEOs should expect in the coming months, see the video that we recently released.