Consumers are now constantly connected, using multiple devices throughout the day. So Google stepped ahead and making it easier for advertisers to understand consumer behaviors with new insights that are part of Estimated Total Conversions, a new column in AdWords.
Estimated Total Conversions includes cross-device conversions, which are also shown in a separate column to highlight their importance.
Google also explains 3 ways to use Estimated Total Conversions to improve business results.
According to the most recent data from online retail commerce platform Mercent, Google Shopping contributed 54 percent year-over-year same-seller growth on Cyber Monday, while Amazon achieved 23 percent same-seller growth compared to Cyber Monday 2012.
The Mercent eCommerce Performance Index includes 550 retailers selling across over 200 online channels including Google, Amazon and eBay.
Google Shopping grew approximately 70% and 47% on Thanksgiving Day and Black Friday respectively.
Thanksgiving Day and Black Friday wrapped up and according to IBM’s Digital Analytics Benchmark report for Black Friday 2013, mobile sales were up this year at a rate of 43 percent and social media activity drove conversions.
Online sales peaked at 7:25 PM PST on Thanksgiving Day while peaking at 9:05 AM PST on Black Friday 2013.
“Mobile traffic grew to 39.7 percent of all online traffic, increasing by 34 percent over Black Friday 2012. Mobile sales were also strong, reaching 21.8 percent of total online sales, an increase of nearly 43 percent year-over-year,” IBM said in its report.
Although there are no official announcement yet but Google Adwords seems to have rolled out a new look to their ads, where the ads have had the transparent background removed and replaced with a little yellow button above them that mentions that it is an ad. Many people have seen on mobile search results, is now making an appearance for desktop searches.
There's been much controversy over search advertisements blending too much with organic non-paid search results, so that it is often hard to differentiate what is paid placements and what is simply algorithmic search results. This is something the FTC has been warning about, and the new yellow label clearly denotes these AdWords ads as being advertisements.
Google has added a new feature to Google AdWords in the form of a simple "Undo" button, provides advertisers with a backup of all the things they are changing within their account. Previously, advertisers could only undo by hand, or by using a backup taken from before the changes were made.
This tool will make it much easier for advertisers to test things with their campaign, and if they discover it has a lower CTR or CPA, with a single click of the button they can revert it back to its previous state.
First spotted by Heather Cooan from Clix Marketing , The changes aren't live across all accounts, so it seems to be a limited test.
Google has rolled out CPM bidding by viewable impression in AdWords. Advertisers will only be charged for ad impressions that can actually be viewed in-screen by users, rather than on the traditional served impression basis.
New reporting metrics are also available, all powered by Google’s viewability measurement solution, Active View, which received MRC accreditation earlier this year.
Philly Marketing Labs, noticed the new bidding option . Viewable CPM bidding is available to all campaigns running on the Google Display Network, including remarketing campaigns.
As part of the roll-out, Google has updated AdWords reporting to include Active View metrics for viewable impressions, viewable click-through rate and Active View average CPM.
Google has released a checklist for advertisers to effectively run AdWords campaigns this Christmas. The checklist contains 4 main parts with multiple subparts under each section. The checklist allows you to ensure your bidding strategy is suitable, keywords are correct, and landing pages are optimized.
Here's the checklist:
Efficient communication with your team
Driving performance with the right strategies and messaging
Contingency plans if things don’t go as you imagined they would