Partners Blog
What's new @ Google? Tips and tools for agencies
Winter 2010 Seminars for Success schedule
Tuesday, January 26, 2010
This winter we will be offering Google Analytics and Google Website Optimizer Seminars for Success in 11 cities in the US, UK, Ireland and Australia. If you're new to Seminars for Success, here's a little background.
Analytics Seminars (we offer
introductory
and
advanced
sessions) will help you better use the insights found in your Analytics report by covering topics such as setup tips, best practices, and analysis techniques. The
Website Optimizer Seminar
will show you how to turn more of your website's visitors into customers by teaching you how to use Google Website Optimizer to run landing page experiments.
Seminar leaders, who are independent search marketing professionals certified as
Google Analytics Authorized Consultants
, will use in-depth course materials, hands-on exercises and valuable tips from their years of managing Analytics accounts as well as managing landing pages to teach you how to achieve your goals.
The next sessions will be in the following cities:
Los Angeles, CA - January 27-29, 2010
London, UK - January 28-29, 2010 (Analytics only)
Orlando, FL - February 10-11, 2010 (Analytics only)
A complete schedule, as well as registration information, is available
here
.
Posted by Eva Woo, Product Marketing Manager
Display Ad Builder & Creative Generation
Monday, January 25, 2010
What makes up the ideal creative for your client?
We'll walk you through how you can answer this question using AdWords reporting and the
Display Ad Builder
, a tool that allows you to quickly and easily customize display ads and to run measurable experiments. Experimentation is not new to advertising, although the theories and ideas that inspired campaigns have evolved over time.
For example, in the early 20th century, the prevailing sentiment in the ad industry was that information made a creative effective. The car ad below sums up the thinking of the time:
National Motor Vehicle, Inc. advertisement (1907) retrieved on 21.1.2010 from
http://commons.wikimedia.org/wiki/File:National-advertisement_1907.jpg
Theories eventually emerged suggesting that consumers weren't always need-oriented, but advertisers were baffled by how to measure seemingly subjective behavior. Mid century a
study
was released that put data to consumer responses. It showed that three factors - the size of the ad, the size of the illustration and the numbers of colors - together could help explain some of the readership difference between a magazine's ads.
Today, you can find out the the factors that trigger the strongest response by using the data in
Ad Performance Reports
in AdWords, which provide relevant statistics for ad variations, such as text ads, image ads, video ads, and local business ads, and run experiments with
Display Ad Builder
. Here are two creatives developed with Display Ad Builder for a hypothetical online travel company:
Ad creatives developed internally using Display Ad Builder:
Image 1
&
Image 2
When creating the ads, populate the "Ad Name" field in Display Ad Builder with the ad's elements. We'll call the first "day_scene_cta" and the second "night_people_question." Launch the ads on even rotation to ensure a good sample. Then you can construct a chart like the one below from your Ad Performance Report by adding up the clicks and impressions for each ad component:
Sample data set from internal account independent of example creatives.
In this example, the effectiveness measure is clickthrough rate (CTR), but this can be substituted for conversion rate or cost-per-acquisition (CPA). The chart shows the elements of the ad that had the greatest impact on CTR, benchmarked against the performance of the whole ad group.
You can tweak the reporting to show the impact of relationships as well. Do people prefer images of scenery or people at night? With a well-designed ad experiment, you can use basic data-mining principles to find these results. However you choose to experiment, continue to measure your results so you can find the best creative.
Posted by Eddie Higgins, Agency Team
Upcoming webinar: Go behind the scenes with Google Commerce Search
Friday, January 22, 2010
In November, the Enterprise Search team
launched
Google Commerce Search
, a new website search option for online retailers. We've heard from partners and agencies who wanted a closer look at the technical side of this new product, so are offering a live online seminar with the team that developed this new tool.
On Monday, February 1st at 10:00 am PST, join us for a new webinar,
Google Commerce Search 'Under the Hood' - A Technical Overview
.
Google's product managers and engineers will take the audience on a "behind the scenes" tour designed specifically for agencies and implementation partners that work with online retailers. In addition to technical answers and resources to help you evaluate and implement Google Commerce Search, the webinar will cover the main features including Google-quality search, speed, and customization options.
Register
here
.
Posted by Anna Bishop, Google Enterprise Search team
New Year, New Look for Google for Advertisers
Wednesday, January 13, 2010
The New Year festivities have come and gone, and it's now time to return to the daily grind. To add a little color to the January doldroms, we're pleased to share the newly redesigned
Google for Advertisers
- the central destination for advertisers and their agency partners to understand what it is Google does for advertising.
So what has changed? One big change is the homepage where we now illustrate how Google's tools work together to support the entire value chain of marketing, from
insights
to
creative
to
media
to
measurement and optimization
. We've been calling these areas of focus the "marketing cycle" and we hope it's a clear and lasting way to help advertisers and agencies make sense of how everything they're working on fits with everything we're working on.
Beyond the new homepage, we added fresh content like our
video overview of the Google Content Network
and ways
to stay up-to-date
through twitter, trainings and quick videos. Because we work with partners from around the globe, we're working hard to translate the site into additional languages and create locally-relevant content in other parts of the world. To kick off this effort, we're pleased to introduce our first localized site -
Google for Advertisers UK
.
To check out the new sites, please visit
Google.com/advertisers
or
Google.co.uk/advertisers
. Happy New Year!
Posted by Oliver Deighton, Business Marketing
Kick off 2010 training with ThinkTravel webinar
Monday, January 11, 2010
To kick off the New Year, we're pleased to bring you the next installment in the Think[Industry] webinar series; this webinar will highlight new Google and Compete research on the role the online channel plays in cruise bookers' shopping processes.
On Tuesday, January 19, 2010, Google and Compete will present results from their study into how shoppers research and book cruises, as well as when and how cruisers use search as part of their online travel research, using in-depth online behavioral analysis and data from a recent survey of online cruise shoppers.
The webinar will cover:
Which offline and online resources shoppers use in their cruise research process
How much online content cruise shoppers consume before booking
How search impacts likelihood to book
How queries evolve as shoppers move closer to booking
How search engine usage intensifies when shoppers are ready to book
Date: Tuesday, January 19th at 10amPST / 12pmCST / 1pmEST
Register
here
Posted by Veronica San Luis, Travel Marketing Manager
Labels
Account Manager
88
Account Planner
100
Ad Planner
21
AdWords Editor
23
Analytics
38
Case study
44
Coffee break with clients
5
Creative/Production
39
Display
42
DoubleClick
40
Google Display Network
47
Google Media Solutions Series
4
Holiday
16
Industry Resources
114
Local Marketing
9
Media Buyer
71
Media Planner
108
Mobile
42
Optimization
63
Quality Score
13
Search Specialist
133
Tools
94
Training
141
YouTube
51
Archive
March
( 2 )
December
( 4 )
November
( 1 )
October
( 3 )
September
( 2 )
August
( 2 )
July
( 4 )
June
( 4 )
May
( 3 )
March
( 2 )
February
( 1 )
January
( 2 )
December
( 1 )
October
( 1 )
August
( 1 )
July
( 1 )
June
( 3 )
May
( 3 )
April
( 2 )
March
( 2 )
February
( 3 )
December
( 1 )
November
( 2 )
October
( 2 )
September
( 1 )
July
( 1 )
June
( 4 )
May
( 1 )
April
( 1 )
February
( 1 )
December
( 2 )
November
( 4 )
September
( 1 )
August
( 2 )
July
( 3 )
June
( 5 )
May
( 6 )
April
( 5 )
March
( 7 )
February
( 5 )
January
( 1 )
December
( 8 )
November
( 4 )
October
( 8 )
September
( 3 )
August
( 8 )
July
( 6 )
June
( 5 )
May
( 8 )
April
( 8 )
March
( 7 )
February
( 4 )
January
( 2 )
December
( 5 )
November
( 3 )
October
( 4 )
September
( 3 )
August
( 5 )
July
( 2 )
June
( 6 )
May
( 11 )
April
( 3 )
March
( 8 )
February
( 4 )
January
( 6 )
December
( 6 )
November
( 5 )
October
( 9 )
September
( 10 )
August
( 8 )
July
( 4 )
June
( 10 )
May
( 6 )
April
( 9 )
March
( 7 )
February
( 4 )
January
( 3 )
December
( 4 )
November
( 9 )
October
( 6 )
September
( 3 )
August
( 7 )
July
( 6 )
June
( 17 )
May
( 9 )
April
( 11 )
March
( 17 )
February
( 12 )
January
( 8 )
December
( 8 )
November
( 12 )
October
( 16 )
September
( 18 )
August
( 16 )
July
( 10 )
June
( 10 )
May
( 7 )
April
( 9 )
March
( 10 )
February
( 11 )
January
( 5 )
December
( 11 )
November
( 11 )
October
( 19 )
September
( 14 )
August
( 14 )
July
( 18 )
June
( 15 )
May
( 13 )
April
( 12 )
March
( 11 )
February
( 7 )
January
( 8 )
December
( 8 )
November
( 5 )
October
( 8 )
September
( 8 )
August
( 8 )
July
( 9 )
June
( 12 )
May
( 10 )
April
( 9 )
March
( 5 )
Feed
