Showing posts with label adwords. Show all posts
Showing posts with label adwords. Show all posts
Sunday, September 24, 2017
Google Optimize and Surveys 360 Join Forces with AdWords
Google Optimize and Surveys 360 Join Forces with AdWords
Meet two new ways to understand and better serve your customers
Optimize is an A/B testing and personalization tool that makes it easy to see which changes to your web pages work best for your users and your business. Surveys 360 is a market research tool that helps enterprises gather fast, reliable insights from real people online and on mobile.
Why the new integrations? To make it easier than ever to understand and better serve your potential customers. Heres some detail on both.
Better landing pages, better results
The new integration between Optimize and AdWords makes it easier than ever to take the next step: to improve and personalize the landing pages those ads lead to. The integration gives marketers a fast way to create and test custom landing pages based on the keyword, ad group, or campaign associated with an ad � with no need to deal with destination URLs or messy query parameters.
Its worth it. 90% of organizations that invest in personalized consumer experiences agree that they contribute significantly to more business profitability. 1
Suppose a hotel wants to improve its landing page for the keyword family friendly hotels. Using Optimize, the hotel can create and test a new variation of the landing page, one that features an image of a family enjoying themselves at the hotel pool, instead of a generic image of the hotel exterior. If the new page leads to more reservations, theyve got a win. Then its easy to keep testing headlines and images that might also do well.
The AdWords integration will be available for both Optimize and Optimize 360 and will be available to start using in the coming weeks. If you haven�t tried Optimize, you can get started for free here.
Why not ask your customers?
Now, what if you could combine that kind of speedy real-world feedback with the wealth of data that you already have in AdWords? Then you could understand both what users do and why they do it.
Thats what were announcing today: remarketing lists published in AdWords are now available in Surveys 360 for surveys targeting. That means you can survey the users on your remarketing lists to find out what worked best for them (or didnt).
Want to know why shoppers abandoned their shopping carts? Ask them! Curious about how many customers converted due to your new free shipping offer? Ask them!
Easily target your survey to remarketing audiences published in AdWords.
Then change your marketing message on the spot to match what you learn. If your survey shows that the words "family friendly" are what brought customers to your hotel, you can build new ad groups to take advantage of this information. (You might even use Optimize to test new landing pages with that phrase!)
Heres an early report from the online shopping site Jet:
"Google Product Listing Ads (PLAs) have been an effective way for Jet.com to drive website traffic, but we needed to optimize for conversions. Surveys 360 connected us directly to our customers through remarketing audiences to determine which factors influence their purchase decisions most. The results were clear: customers care most about free, fast shipping and our free returns. We used this insight to revise our messaging in PLAs and across Jet.com which quickly improved performance."
�Ben Babcock, Director of UX Research at Jet.com
Getting started is easy: Just log into your Surveys 360 account with the same credentials used for your AdWords account. When you select "remarketing audience" for survey targeting, your AdWords remarketing lists will be automatically pulled into Surveys 360 and ready for use. Learn more.
All together now
1Econsultancy and Google, Marketing and Measurement Survey, March 2017
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Wednesday, September 13, 2017
Use Smart Goals powered by Google Analytics to optimize in AdWords
Use Smart Goals powered by Google Analytics to optimize in AdWords
To advertise smart, you have to measure smart. And a key metric for almost any business is conversions, also known as �that moment when users do the thing that you want them to do.�
Many AdWords advertisers are already measuring their website conversions, using either AdWords Conversion Tracking or imported Google Analytics Ecommerce transactions. Measuring actual conversions is ideal, because it allows you to optimize your bids, your ads and your website with a clear goal in mind.
However, hundreds of thousands of small and medium businesses arent measuring their website conversions today. Some businesses may not have a way for users to convert on their website and others may not have the time or the technical ability to implement conversion tracking.
The Google Analytics team is committed to helping our users use their data to drive better marketing and advertising performance. So, for businesses that don�t measure conversions in AdWords today, we�ve created an easy-to-use solution: Smart Goals. Smart Goals help you identify the highest-quality visits to your website and optimize for those visits in AdWords.
"Smart Goals helped us drive more engaged visits to our website. It gave us something meaningful to optimize for in AdWords, without having to change any tags on our site. We could tell that optimizing to Smart Goals was working, because we had higher sales than usual across our channels during the testing period."
- Richard Bissell, President/Owner, Richard Bissell Fine Woodworking, Inc
How Smart Goals Work
To generate Smart Goals, we apply machine learning across thousands of websites that use Google Analytics and have opted in to share anonymized conversion data. From this information, we can distill dozens of key factors that correlate with likelihood to convert: things like session duration, pages per session, location, device and browser. We can then apply these key factors to any website. The easiest way to think about Smart Goals is that they reflect your website visits that our model indicates are most likely to lead to conversions.
Step 1: Activate Smart Goals in Google Analytics
To activate Smart Goals in Google Analytics, simply go to the Admin section of your Google Analytics account, click Goals (under the View heading) and select Smart Goals. The highest-quality visits to your website will now be turned into Smart Goals automatically. No additional tagging or customization is required; Smart Goals just work.
To help you see how Smart Goals perform before you activate them, we�ve built a Smart Goals report in the �Conversions� section of Google Analytics. The behavior metrics in this report indicate the engagement level of Smart Goals visits compared to other visits, helping you evaluate Smart Goals before you activate the feature.
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Step 2: Import Smart Goals into AdWords
Like any other goal in Google Analytics, Smart Goals can be imported into AdWords to be used as an AdWords conversion. Once you�ve defined a conversion in AdWords, you�re able to optimize for it.
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Step 3: Optimizing for Smart Goals in AdWords
One of the benefits of measuring conversions in your Adwords account is the ability to set a target cost per acquisition (CPA) as opposed to just setting a cost per click (CPC). If you aren�t measuring actual conversions today, importing Smart Goals as conversions in Adwords allows you to set a target CPA. In this way, you�re able to optimize your Adwords spend based on the likelihood of conversion as determined by our model.
Smart Goals will be rolling out over the next few weeks. To be eligible for Smart Goals, your Google Analytics property must be linked to your AdWords account(s). Learn how to link your Google Analytics property to your AdWords account(s) in the Analytics Help Center or the AdWords Help Center. Note that your Google Analytics view must receive at least 1,000 clicks from AdWords over a 30-day period to ensure the validity of your data.
Posted by Abishek Sethi (Software Engineer) and Joan Arensman (Product Manager)
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