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1. 
   Simplifying portfolio bid strategies

   June 19, 2019

   Portfolio bid strategies are automated, goal-driven strategies that help you optimize bids across multiple campaigns. Based on extensive feedback, we’re streamlining and simplifying two strategies in July. First, we are removing the ability to create Enhanced CPC portfolio strategies. Enable Enhanced CPC directly for individual campaigns instead of using a portfolio strategy. Enhanced CPC on individual campaigns provides the same benefits as portfolio strategies. Individual campaigns are also far more widely used. Later this year, Enhanced CPC portfolios will be converted into individual Enhanced CPC campaigns. Many of you have told us the target spend setting was confusing and that average daily budgets were more useful and straightforward. We’ve listened to your feedback. Moving forward, the target spend setting will no longer be available for new Maximize clicks portfolios. Average daily budgets will be the way to determine spend for campaigns using Maximize clicks portfolio. Later this year, our systems will remove legacy target spend settings and instead use your average daily budget to manage spend. These changes along with the recent deprecation of Target Search Page Location and Target Outranking Share bid strategies are an effort to streamline and simplify your bidding options. Below is a summary of the changes and the recommended replacements: Product Recommended Replacement Portfolio ECPC ECPC at the campaign level Target spend setting for Max Clicks Campaign daily budgets Target Search Page Location Target Outranking Share Target Impression Share bidding strategy   Posted by Sagar Shah, Product Manager, Google Ads

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2. 4

   Choose which conversion actions to bid for at the campaign level

   June 6, 2019

   Conversion tracking is critical to your success in online marketing. Setting up conversion tracking allows you to see the valuable actions that users take after interacting with your ad, like purchases, sign ups, and phone calls. We announced campaign-level conversion settings at Google Marketing Live. Today, this feature is available in all accounts for search and display campaigns. Support for video campaigns will be coming later this year. You can now choose which conversion actions to include in the “Conversions” column at the campaign level. This gives you the ability to override the default account level setting and decide what actions to use to optimize bids for each campaign. You’ll still be able to see all the conversion actions reported in the  “All conversions” column.  If you want to optimize a campaign for multiple conversion actions, you can place them in a “Conversion actions set” and share it across other campaigns intended to drive the same goals. Previously, your “Conversions” column selections applied to all campaigns in your account. This meant that if you had multiple campaigns intended to drive different goals, perhaps with independent marketing budgets, you’d need to create multiple accounts in order to optimize them separately. Now, you’ll no longer be required to create multiple accounts when you have campaigns with different goals. For example, suppose you’re a hotel group with separate marketing budgets for the different chains of hotels, and different campaigns targeting online bookings for separate chains. Now you can simply choose the corresponding conversion action(s) for each chain and ensure their budgets are delivering the valuable actions they were intended to drive. This saves you time, makes it easier to manage your bids within one account, and gives you more flexibility to use Smart Bidding.   Best Practice: This feature should be used when your campaigns are aiming to capture different conversion types. If you have proper values setup for different conversion types that are valuable to your business across all campaigns in your account, you should simply use Target ROAS.   To learn more about how to select conversion actions at the campaign level and create conversion sets, visit the Help Center. Posted by Tal Akabas, Product Manager, Search Ads

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3. 5

   From Target Search Page Location and Outranking Share to Target Impression Share

   May 28, 2019

   Automated bidding helps marketers scale as consumer journeys become more complex. In fact, more than 70% of all advertisers use Google Ads automated bidding today. To meet your growing needs, we introduced Target Impression Share in November 2018 to help you ensure your brand is showing up when customers are conducting important searches. Target Impression Share offers more flexible and granular controls to optimize for your desired impression share and search page location. And you can use “Absolute top impression share” or “Top impression share” to aim for the top of the page using Target Impression Share. Starting in late June, advertisers will no longer be able to add new Target Search Page Location or Target Outranking Share bid strategies. Later this year, existing campaigns still using these strategies will automatically be migrated to the Target Impression Share strategy based on previous target locations and historical impression share.  Posted by Sagar Shah, Product Manager, Google Ads

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4. 6

   New recommendations added to optimization score

   May 21, 2019

   Your optimization score helps you prioritize recommended actions for your campaigns so you can achieve your business goals faster and free up more time in your day. Optimization score ranges from 0% - 100%, with 100% meaning your account can perform at its full potential. You can achieve an optimization score of 100% by applying or dismissing the recommendations in your account. You can find your optimization score on the Recommendations page, shown here. The Recommendations page highlights relevant features that can increase the overall performance of your campaigns. We’re adding new recommendations to optimization score to include: Target ROAS and Target Impression Share Smart Bidding suggestions to help you reach your goals by bidding more efficiently. Bid adjustment recommendations for Affinity audiences, demographics, and In-market audiences. Seasonal budget recommendations that suggest raising budgets for upcoming traffic increases to avoid missing out on potential customers. Companies are using recommendations to discover opportunities to maximize their account’s potential: Rakuten, Japan’s largest e-commerce site, uses optimization score to improve day-to-day account management and prioritize opportunities with the biggest return. One recommendation prompted Rakuten to switch to a Smart Bidding strategy, which resulted in a 15% profit increase. Marketing agency AnalyticaHouse has a goal of increasing revenue and reach for one of their clients - DeFacto, one of Turkey’s leading fashion and apparel brands. By implementing the Smart Bidding recommendation, they increased revenue by 141% and return on ad spend (ROAS) by 84%. To see your optimization score, navigate to the Recommendations page in your Google Ads account. Use these best practices to maximize your success on Google Ads with optimization score. Posted by Ryan Beauchamp, Product Manager, Google Ads

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5. 7

   GML 2019 recap of announcements

   May 16, 2019

   That’s a wrap on Google Marketing Live 2019! Earlier this week, Google unveiled the latest innovations to help you connect with your customers and grow your business. Did you catch the livestream? If not, we’ve got you covered. You can watch sessions on-demand at g.co/marketinglive. And here are the top features we announced during the keynote: 1. Stay on-the-go and in-the-know with updates to the Google Ads mobile app Creation and editing of responsive search ads New recommendations and notifications 2. Promote your business locations with new features for Local campaigns New inventory in Google Maps to showcase your locations in more places Local campaigns available to more advertisers, including small businesses 3. Get discovered in more places with Discovery ads 4. Convey your brand with visual and interactive Gallery ads 5. Improve your reach with custom audiences and the audience expansion 6. Connect with consumers through the new Google Shopping experience 7. Reach more shoppers with updates to Shopping AdsExpanded syndication of Showcase Shopping Ads Optimization for store visits available in Smart Shopping Campaigns New buy-online and pickup-in-store capabilities Shopping campaigns with partners for retailers and brand manufacturers 8. Provide customers with a frictionless mobile experience via app deep linking 9. Use Bumper Machine to easily create 6-second bumper ads for YouTube 10. Hit your goals faster with new bidding controls  We’ll continue to post updates on these announcements so stay tuned!

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6. 8

   New bidding controls to help meet your goals

   May 16, 2019

   As consumer journeys become more complex, it’s more important than ever to help marketers scale with automated solutions. Businesses large and small have been using Google’s Smart Bidding technology to set more precise bids tailored to each and every auction. In fact, more than 70% of all advertisers use Google Ads automated bidding today. And while many of you have told us that Smart Bidding has helped drive better performance, you’ve also asked for more flexibility to reach your business goals. That’s why earlier this week at Google Marketing Live, we unveiled three new bidding innovations: Campaign-level conversion setting: To provide more flexibility and customization within accounts, we’re introducing campaign-level conversions. Previously advertisers could set any conversion goals at the account level. However, that meant that all campaigns within that account would be tied to the same set of goals. Advertisers will now be able to map relevant conversion goals at the campaign level. This will be especially useful for accounts that have clearly differentiated campaign goals (e.g., campaigns representing different lines of business or distinct marketing budgets). Seasonality adjustments: While Smart Bidding incorporates seasonality, we’ve heard the need for more controls to account for ad hoc events like one-time promotions. That’s why we’re introducing seasonality adjustments. For example, if you know that your conversion rates will spike due to an upcoming promotion, you can schedule an appropriate adjustment for that period. Maximize conversion value: We’ve announced a new bidding strategy, Maximize conversion value. Up until now, bidding strategies around conversion value were largely focused on efficiency (e.g., Target ROAS). We understand many advertisers are more focused on volume and growth. Maximize conversion value allows an advertiser to optimize for the most conversion value within a specified budget.   Value rules: Finally, we’ll be introducing value rules in the coming months. We understand that conversions are not always valued equally. Value rules will let advertisers differentiate conversion values based on characteristics like location, device and audience. This will allow you to customize conversion values so they align more closely with your business goals. These are just a few of the announcements made at Google Marketing Live this week. Check out the Google Marketing Live site to see these and all the other products we announced. Posted by Anthony Chavez, Director, Product Management  

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