Text Ads and PLAs: A Winning Combination

Can shoppers find you in today’s crowded “digital shelf”? This question is particularly vital now, as four out of five shoppers consider the internet the single most useful resource for their holiday shopping. We conducted a recent study with Millward Brown Digital that suggests that consumers engage more with (and buy more from) brands and retailers who display both a Product Listing Ad (PLA) and a text ad than those who only show text ads. PLAs show photos of your products, along with prices and product names, right on the search results page when people search for items like yours on Google.

From this study, we learned that PLAs can:

• Increase brand recognition: People who see a brand’s PLAs and text ads are 75% more likely to search for that brand within 30 days than those who only saw text ads.
• Drive more engagement with your store: People who see both text ads and PLAs are 90% more likely to visit the retailer’s website. They are also more likely to visit product pages, add items to their cart, and click on store locator buttons.
• Drive more conversions: People who see both text ads and PLAs are 83% more likely to make a purchase than those who only saw text ads. 

Learn more on the infographic below:

Our research focused mainly on technology shoppers, but the positive results of PLAs and text ads apply to other shoppers as well. For major apparel retailers who sell their own brands, for example, our study suggests that shoppers are 70% more likely to click on the store locator and 42% more likely to visit a product page when exposed to PLAs and text ads.

Using PLA and Text ads helped Nine West gain visibility
Nine West is a great example of a retailer that combined PLAs and text ads to win the digital shelf. They worked with marketing agency RKG to develop a strategic approach to expanding their PLAs across devices alongside their text ads. Nine West’s conversion rate rose 8% and revenue rose 14% with the addition of the PLA campaign, which suggests that the PLAs drove plenty of incremental conversions. Likewise, the mobile conversion rate rose 3% when text and PLAs were combined, and mobile revenue rose 5%. Read the full case study.

Posted by Erica Sievert, Product Marketing Manager, Google Shopping

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Think Insights: Marketer data, information and inspiration just got a new address

Today marks the debut of the new Think Insights, Google’s hub for marketing insights and inspiration for advertisers and agencies. On google.com/think, you can learn about the latest research in digital marketing, be inspired by creative brand campaigns, and find useful products and tools. You’ll also find industry-leading case studies and Google’s latest research, strategic perspectives, interviews with innovators and experts and more—all to help you make the most of the web.

Every week, we’ll feature content that spans industries and interests. Here’s a snapshot of our top stories:

• In Understanding the Full Value of Mobile, learn how sporting goods industry leader adidas worked with digital performance agency iProspect to understand how mobile drives value beyond mobile commerce, particularly in-store sales. The campaign proved that mobile brought a 680% incremental increase in ROI.  
• The Hyundai Elantra: Driveway Decision Maker campaign lets you watch your favorite Hyundai model drive right to your driveway, using a combination of Google Maps Street View, projection mapping and real-time 3D animation.
• YouTube Ads Leaderboard shows which YouTube ads most moved audiences this month, through a winning combination of savvy promotion and smart creative strategy; a new list is featured each month.

In our Perspectives section, we tap our own experts—as well as heads of industry, digital visionaries and Wharton professors—to lend their insights and analyses on the topics that matter most to marketers. The Product & Tools section contains information about our products and advertising platforms, as well as Planning Tools like the Brand Impressions tool and the popular Real-Time Insights finder.

We built google.com/think to help you do it all—stay up-to-date on the latest in digital marketing, arm yourself with data to support your business cases and create inspiring campaigns. Explore the site now, and if you like what you discover, don't forget to subscribe to our Think Letter for a monthly round-up of our most popular content.

Authored by Lisa Gevelber, Head of Global Ads Marketing

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Today’s Webinar: Google and Forrester Present New Research on the Value of Combining Audience with Contextual Targeting

In the past 10 years the number and variety of new technologies in display advertising have more than doubled, effectively creating new - and better - ways to buy display across the web. With this influx of new display targeting technologies available to advertisers (contextual, remarketing, demographics, interest categories to name a few), our clients often wonder which targeting method performs better: audience or contextual advertising? We've said in the past that the combination of audience and contextual buying work better together, and now we have some new insight into how advertisers are thinking about these tools.

We worked with Forrester Consulting and surveyed 150 interactive marketers to evaluate their perceptions on the effectiveness of combining audience & contextual targeting with respect to display buying. The findings from the new whitepaper, Display Media Buyers Value Audience in Context, will be presented today (10AMPT/1PMET) during a special joint Learn with Google webinar featuring Forrester’s Joanna O’Connell and Google’s Woojin Kim. Register here!

Key findings from the research include:

• 50% of respondents use a full range of targeting types including: Remarketing, Demographic, Behavioral and Contextual
• Contextual and behavioral targeting dominate: Used by the vast majority - 82% in the case of contextual, 71% in the case for behavioral
• 94% of marketers combine contextual & audience buying for higher performance and greater accuracy
• Audience targeting has become the norm in display buying: The majority of marketers se bullish on audience targeting, and few see it as overhyped.
• Most marketers plan on maintaining increasing spend on combined audience & contextual targeting.

Interested in learning more? Download the whitepaper on Think Insights with Google and tune in to the webinar today!

Posted by Katie Hamilton, Product Marketing Manager Google Display Network

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Younger viewers say hello to online video in 2012

As more consumers reach for their smartphones, tablets and laptops for news and entertainment, there’s a new segment of viewers that watch less than two hours of TV per day - the “light TV viewer.” Around 31% of adults 18 to 49 are light TV viewers. And this segment is growing - households that opted for broadband internet instead of cable TV grew 22.8 percent over the past year, according to the latest Cross Platform Report from Nielsen.

To understand how this trend will impact advertisers in 2012, we partnered with Nielsen to conduct six cross-media studies looking at viewership patterns and campaign effectiveness across TV, YouTube and the Google Display Network (GDN). The conclusion? The light TV viewer is more efficiently reached with cross media campaigns on YouTube and the GDN than with TV alone.



The Light TV viewer
Consumers in this group tend to be younger (49 years old and below), diverse, college-educated, high-income, social-networking, and influential consumers. Our research found that light TV viewers overall averaged only 39 minutes of TV a day. Since this audience watches significantly less TV than the general population, they can be difficult to reach with TV advertising alone.

Additional reach, lower cost
On average, YouTube and GDN campaigns added 4 percentage points of incremental reach to light TV viewers - and it cost 92 percent less to achieve these results online than it would have on TV. The research also showed that TV failed to reach 63 percent of light TV viewers.

By shifting budget from TV networks that primarily reach the “heavy TV viewer” audience to YouTube and the GDN, you could more efficiently reach light TV viewers. In our study, a projection done for Reebok found that advertiser could decrease impressions to heavy TV viewers by 40 percent and increase impressions delivered to light TV viewers by 76 percent, showing more ads to a valuable, hard-to-reach audience.

Increased frequency and recall
Finally, our research showed that online campaigns added much-needed frequency to help increase brand recall for the light TV viewer. Combining YouTube and GDN drove a 27 percent increase in impressions, since even light TV viewers exposed to both TV and online ads saw more online ads than TV.

Overall, the results suggest that adding YouTube and the GDN to your TV network campaigns improves effectiveness in several powerful ways, helping to:

• Reach a valuable, complementary, younger audience
• Add much-needed frequency to light TV viewers
• Deliver media more evenly across light and heavy TV viewers, reducing waste
• Do all of this both efficiently and affordably

To learn more about how to reach the lightest TV viewer, visit Think Insights to view more findings from the full study.

Posted by Sheethal Shobowale, Advertising Research Manager


*MediaMark
**Nielsen

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New Google research: Reaching your audience effectively with YouTube TrueView Ads

With many Americans spending as much time online as watching TV, media-savvy advertisers are turning to creative new formats to attract attention and customers. We recently surveyed more than 1,600 Americans aged 18-45 and got some interesting insights into TrueView Video Ads, the family of YouTube ad formats that give viewers choice and control over which advertisers' messages they want to see and when.

Some of the best findings from our study include:

• 8 of 10 viewers preferred TrueView to standard in-stream ads
• 9 of 10 viewers thought TrueView created a better viewing environment
• 8 of 10 viewers thought the skip button was very clear
• Only 1 viewer in 10 always skips ads

Other results give insight into how advertisers can make their TrueView ads even more effective so that viewers watch, not skip, their ads. Based on the research, here are some of the best ways to make your TrueView ads stickier:

Make great ads that people want to watch and that spark their curiosity.

Viewers have the option to skip a TrueView in-stream ad after five seconds, so piquing their interest quickly is important. By far the most popular survey response from people who chose to watch an ad was this one: “I was curious to see what the ad was for.” Attention-grabbing openers and humor also keep people watching.

Include branding in those first seconds.

TrueView advertisers pay only when people actually watch their ads. They’re buying real value, not paying per impression. So, insert your logo or brand name in the first five seconds—which cost you nothing if the viewer doesn’t keep watching. Enjoy those free impressions!

Include new, different information in your TrueView ad if it’s been airing on TV.

In our study, we found that seeing ads on TV affected whether viewers later skipped those same ads on YouTube. To keep them engaged across multiple screens, be sure to provide new product information in the TrueView ad messaging and make it personally relevant to the viewer. Check out this case study from HGTV for great ideas on tweaking and optimizing your TrueView ad.

To read full details of the study and get more tips about creating effective TrueView ads, visit Think Insights.

Posted by Christina Park, Product Marketing Manager, Think with Google

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Love at first Search

More and more people are falling in love with Valentine’s Day. According to a recent survey by ORC International, Valentine’s Day is now the number two gift giving holiday, right behind Christmas, with 88% of Americans saying they plan on giving a present to their loved ones. This should be great news for businesses, but marketers still have trouble making a love connection with consumers based on charts that look more like dated EKG readings than real-time insights into the heart of the consumer.

Since getting the affections of one person is hard enough, below are some timely insights from Google’s “database of intentions” to keep you ahead of the game as you create your Valentine’s Day campaigns.

Search is where the heart is

Already we’re seeing Google searches related to Valentine’s Day increase 35% compared to last year. Not only are more people searching, they’re searching earlier - last year people began looking for Valentine’s Day ideas on January 9th. This year the upward trend began two days earlier, on January 7th.

Across categories, jewelry is seeing a 42% increase in mobile and desktop queries compared to January of last year; gifts jumped 27%, and flowers saw an 18% spike.

Girls are made of sugar and spice and everything nice

The results from this graph show women look for gift ideas earlier and more often than their male significant others. Maybe men are more last minute about buying gifts than women, but it doesn’t mean they’re cheap about it! In 2011 the average man spent $158 for Valentine’s Day, about $80 more than women.

Looking for a change of heart?

Valentine’s Day is less than three weeks away, which means that this is the great opportunity for marketers to influence people with their products since consumers are still searching for ideas. If you look at the word cloud below (spoiler alert!), a good chunk of people are searching for “diy valentines gifts” and “valentines day baskets,” which means there will be quite a few people unwrapping homemade gifts or pre-made gift baskets this year. The biggest cluster of phrases, “valentines day border,” “valentines day drinks,” and “valentines day meals,” signal that people are also planning on celebrating in style. Now would be a good time to promote recipes and decoration ideas in your campaigns.

For more useful trends and tips for your campaign, download and review the 2012 Valentine’s Day Consumer Intentions Deck on Think Insights. Hopefully it helps you steal away some hearts!

By Christina Park, Product Marketing Manager, Think with Google

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Think With Google’s December Adventure: Mobile Tips Recap

Think With Google’s December Adventure continued this week with a focus on mobile.

Here are the four mobile-related insights and tips we covered this week (and a fun factoid):
Click on the titles to view the original posts and comments.

#1 Monday: Search from mobile devices up 5x in the past two years!

• Capture the mobile opportunity with separate campaigns targeting mobile devices only. Advertisers with mobile-optimized sites and mobile-targeted campaigns have seen an average 11.5% increase in mobile CTR.

#2 Tuesday: 59% of users visit a business and 40%+ make a purchase after using their smartphones to find local information

• Use AdWords location extensions to showcase key business information, including your address, phone number and driving directions.

#3 Wednesday: 65% of tablet owners use their tablets at least one hour per day

• Target tablet devices as part of your AdWords campaigns and, if you have tablet specific products or services, create tablet-only campaigns.

#4 Thursday: 51% of consumers are more likely to purchase from mobile-optimized websites

• Get best practices and personalized tips on how to make your website more mobile-friendly at www.HowToGoMo.com.

#5. Friday Fun Factoid: One, Two, Dial my Smartphone

• Sign of the times: We agree with this article and predict that more kids will know how to use a smartphone than know how to tie their shoes. Watch endearing video on the post to see just how important it will be to market your content to the four screens: mobile, tablet, laptop and TV.

To learn more, follow Think with Google on Google+ or add this helpful holiday calendar to automatically see these tips on your Google Calendar.

Posted by Andrew Truong, Inside AdWords Crew

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YouTube and TV: better together

Each day, people watch more than 3 billion videos on YouTube - the equivalent of every American watching about 9 videos a day. U.S. online consumers now spend as much time online as they spend watching TV. With the consumer shift to online media consumption, many of our advertisers wonder how online video ads measure against traditional TV ads. Do traditional and new media ads complement each other? Which format drives recall most effectively?

To get answers, we partnered with Ipsos to measure the relative and combined effects of YouTube in-stream ads and TV ads on ad recall and brand metrics across six advertiser campaigns.

After conducting tests of 15- and 30-second spots on YouTube pre-roll instream ads and TV ads, the results revealed that YouTube and TV ads work better together. People who watched both YouTube and TV ads showed a 2X increase in brand recall than people who only saw TV ads. Those that only watched a YouTube ad had a brand recall rate 1.5X those who only watched a TV ad.

Hotels.com, one of the advertisers that participated in the study, uses YouTube video ads to drive incremental reach for TV campaigns. "Our customers are online today, so it only makes sense for e-commerce brands like Hotels.com to find entertaining and engaging online formats to interact with our audience," says Vic Walia, senior director of brand marketing for Hotels.com. "YouTube video ads is a great distribution vehicle for us to efficiently maximize our reach, but the fact that is has the added impact of improving our overall ad recall metrics is a tremendous win."

This study comes on the heels of our multi-screen research, which found that brand recall jumps dramatically for consumers shown ads across all screens - TV, PC, smartphone and tablet devices. As more people consume media across multiple devices, having a multi-channel campaign strategy helps reach consumers at different points throughout the day.

To learn more about our study, download the infographic and slides from Think Insights or check out our video. And, when planning your media buys, consider using a combination of YouTube ads and TV ads to help you achieve higher ad recall than TV ads alone. You can find out more information about YouTube video ads here.

Posted by Lizzy Van Alstine & Christina Park, Google Research and Marketing

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Think With Google’s December Adventure: Search Tips Recap

As we announced earlier this week, we'll be sharing insights and daily tips this month on Think with Google's Plus Page, to help you make the most of your holiday marketing.

Here are the four search ad related insights we covered this week (and a fun factoid):
Click on the titles to view the original Google+ posts and comments.

1. Monday: 57% of shoppers still plan to do most of their holiday buying after Cyber Monday – Prepare for the big shopping days ahead by scheduling budgets to meet demand. Learn how in the "budget scheduling" section of this helpful article to learn how.
2. Tuesday: Online ads are surprisingly under-served during the holidays – Take a look at the seasonal spike in shopping queries versus the level supply of ads. Grab people's attention with ads at the top of the page by taking advantage of our newly launched options for Automated Rules.
3. Wednesday: Searches for "layaway" are heating up – Layaways are catching fire again with budget-conscious consumers at retailers such as Wal-Mart, Target and Kmart - especially in the Southern US. Geo-target your campaigns to areas where holiday shoppers are looking through the Location Targeting Tool.
4. Thursday: December has arrived, bringing eight projected $1 billion+ online shopping days – Target those last-minute, undecided buyers with keyword terms such as "quick and easy gift ideas." The rush to purchase gift cards has also started, so make sure you have relevant keywords and ads.
5. Friday Fun Factoid: The Cold Truth – Did you know people in the US catch an average of three colds a year, per person? At about 1 billion colds annually, that's nothing to sneeze at. And this year's cold season could be worse than usual: Cold- and flu-related searches on Google are up by 61% so far over the same period last year. That means we'll see 14.1 million more cold- and flu-related searches this December than last December. So wash your hands before hitting the keyboard and bundle up, folks!

To learn more, follow Think with Google on Google+ or add this helpful holiday calendar to automatically see these tips on your Google Calendar.

Posted by Andrew Truong, Inside AdWords Crew

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Holiday insights and tips from Think with Google!

Think it’s too late for holiday marketing initiatives? Think again!

Today the Think with Google team launches December Adventure, where every weekday between now and December 23, they’ll share useful, surprising and delightful insights and opportunities for sparking your online holiday sales via search ads, mobile and more. It’s prime time for online shopping, so follow Think with Google on Google+ for daily tips! You can also add this helpful holiday calendar to automatically see these tips on your Google Calendar.

Our December Adventure is just beginning - so bundle up, log on, and get ready to grow your holiday business day by day. Click here to visit Think with Google on Google+. To share the glow of these holiday insights, use #decemberadventure.

Posted by Andrew Truong, Inside AdWords Crew

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Think Insights with Google is out of beta and packing a data punch

Quick pop quiz:

1. Based on search history, in what month does consumer demand for pretzels peak?

2. Search adds how much (in $) to the world’s GDP?

3. In 2011, what percent of people dreamed and brainstormed about their next vacation?

4. What percent of the daily queries on Google.com have never been seen before?

These are just a few of the questions that can be answered on the new Think Insights with Google, our information and resource hub for marketers. The site is fresh out of beta and sports a playful new look, helpful tools, more studies, the latest trends and exciting videos. We invite you to visit the site, take a look around and see what’s new.

If you only have a few minutes to spare, try playing with our new Real Time Insights Finder tool. With just a few clicks you can spot emerging trends and gain valuable consumer insights, all in real time. For example, the most popular video in common among males 25-34 in Italy and the U.S. is the Official Call of Duty: Modern Warfare 3 game trailer.

To stay informed on updates to the site, add our Think with Google page on G+ to one of your circles or subscribe to our newsletter.

Use Think Insights as a one-stop shop for consumer trends, marketing insights and industry research that is forward-thinking and rooted in data. We look forward to hearing your feedback and working to make your Think Insights experience as useful as possible.

Posted by Laura McClung, Ads Marketing

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Think with Google: "Word of Mouth" study shows Google directly informs 146 million brand conversations a day

There are more than 2.4 billion conversations about brands every day, according to our latest "Word of Mouth" study with Keller Fay. More than half of consumers involved in these conversations say they’re likely to make a purchase based on what they talk about. We wanted to know more about how media and the Internet play into all this conversation, so we took a look at what effect the Internet and search have on word of mouth. The study shows how media and marketing channels provided content before, during, and after consumer conversations by surveying 3,000 adults across 12 categories.

It turns out that while most people still talk about brands face to face, their conversations are informed by the Internet more than any other media source. And when they’re online, users go to search sites more than any other. This is even more true after conversations, especially those sparked by TV. People follow up by searching for more information and prices more than any other online activity, including social media.

Check out this video or see here on Think Insights for more information on the full study!

Posted by Lisa Shieh, Inside AdWords crew

Editor's note (Wednesday, June 22, 2011, 2:45 pm): The post originally said that there are 2.4 million brand conversations happening every day. The correct number is in fact 2.4 billion, so the post has been updated to reflect this.

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Because Data Beats Opinion: Introducing Think Insights with Google

It’s one of our company’s guiding principles that data beats opinion. And as such, we’ve put a lot of effort into asking some interesting questions—How do new mothers use the Internet? When do people really start their holiday shopping? What trends typify today’s Hispanic web user?—and answering them with concrete information.

(click for full-size image)

We’re now pleased to share this knowledge at Think Insights with Google, the website where we’ll be publishing our learnings and insights about digital marketing trends. From papers to case studies to videos, Think Insights' content represents the ongoing work we’re doing to better understand how web users are embracing new media platforms and how marketers are adapting to this changing terrain. We’ll be updating this site frequently, so if you'd like to keep up with our latest news, sign up here for your monthly Think Insights fix.

Posted by Lisa Shieh, Inside AdWords crew

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