Partners Blog
What's new @ Google? Tips and tools for agencies
The 2012 YouTube Top Trailers Leaderboard
Thursday, December 20, 2012
For a window into culture and content, go to YouTube. You'll see what people love now — reflected in what they are watching and sharing. One of the areas where this is especially the case is media and entertainment. Devoted fans race to watch the latest teaser, extended trailer, or gameplay demo as soon as it's available. These coming-soon clips have become can't-miss content. And for brands, they serve as a powerful barometer of audience appetites.
We created the
2012 YouTube Top Trailers Leaderboard
to recognize the U.S. trailers that audiences chose to watch this year. As with our
2012 Ads Leaderboard
, we compiled this list by tuning into YouTube’s strongest signals of viewer preference: number of views, view rate (how much of an ad people choose to watch), and percentage of organic views (at least as many as paid). The resulting list reflects content that got rave reviews from U.S. audiences and shows why online video is key to any successful entertainment launch strategy.
Posted by Tara Walpert Levy, Director Ads Marketing, YouTube
The 2012 YouTube Ads Leaderboard: Ads People Choose
Thursday, December 13, 2012
As the year comes to a close, check out the
2012 YouTube Ads Leaderboard
, a celebration of the ads that people chose to watch and share on YouTube this year. As ad formats like TrueView continue to grow on the YouTube platform, we’re moving to a world where users choose the ads they want to see. The Leaderboard reflects that new world, compiled using some of YouTube’s strongest signals of viewer choice – number of views, view rate (how much of an ad people choose to watch), and percentage of organic views (at least as many as paid).
As you can see, people chose ads of all stripes – long form and short, from big brands and smaller businesses, some adapted from TV spots and some built specifically for YouTube. Some of these ads are still seeing hundreds of thousands of views, embeds, and shares many months after the initial upload, a testament to your passionate activity on YouTube and the stickiness of great brand content. Stay tuned throughout the new year as we recognize new ads you love each month. We can’t wait to see what you choose in 2013!
Posted by Tara Walpert Levy, Director Ads Marketing, YouTube
Making smarter decisions with fresh, reliable data
Monday, December 10, 2012
This is the second in a series of 7 blog posts about our bid optimization
white paper
,
Seven factors to consider when choosing a bid optimization platform
.
At Google, we recognize that the freshness and accuracy of data is paramount to any data-driven system. And since bid optimization platforms are essentially decision engines, data lies at the center of the process, with the engine considering and analyzing data before deciding on the best bid for a given keyword. It’s no surprise, then, that low-quality and stale data going in often means poor results coming out.
To learn about our position on the quality of fresh data in the bid optimization process, and how the DoubleClick Search Performance Bidding Suite fits in, follow the full blog post series on the
DoubleClick Search Blog
.
Posted by Kim Doan, Product Marketing Manager, DoubleClick Search
Build Your Digital Brand with Google+ Webinar
Wednesday, December 5, 2012
The Google+ platform provides a fresh canvas for building and strengthening your digital brand, tying into all the marketing you already do with Google. From launching a new product using Google+ pages to engaging with your community of enthusiasts over Hangouts, join our Learn with Google webinar this Thursday for a look at ways your company can build its brand using social.
Sign up
on our webinar page to attend: Building a Digital Brand with Google+ (Thurs, Dec 6, 10am PT / 1pm ET)
After the Hangout, we’ll host a live Q&A with members of the Google+ team to answer questions about building a brand with Google+. RSVP on the
Google+ Event
page and add your questions as comments on that page.
With more than 100 monthly million active Google+ users, the time is right to focus on building your digital brand presence via the platform. Google+ has seen a wealth of brands engaging with users in creative, interactive ways. In fact, brands created more than 1 million Google+ pages in just a few months. For instance:
H&M
-- The retail clothing company, with more than 2 million Google+ followers, uses tailored content, images and video to bring its fashions and lifestyle to life on the platform. They’ve also utilized Ripples to identify their trendsetters and saw a 22% clickthrough rate boost after implementing social extensions in AdWords.
Cadbury
-- The chocolate maker has reached a following of nearly 3 million users with a combination of creative posts, Hangouts on Air and even the launch of their Dairy Milk Bubbly bar. They’ve also installed the Google+ badge on the company’s web homepage, making it easy as chocolate to follow the brand.
Like the ideas here? Log on Thursday to learn more about how to create, capture and sustain demand for your brand using Google+. And if you’re going to miss this while you’re at
SMX Social
in Las Vegas next week, check back at the
webinars page
later for a recording of the webinar.
Posted by Becky Bowman, Senior AM
Bid optimization series: Meeting your objectives with flexible bid goals
Tuesday, December 4, 2012
Cross-posted; follow the full series on the
DoubleClick Search blog
Last week
, we kicked off our bid optimization blog post series by inviting you to a
ClickZ webinar
on how to choose the right bid optimization tool to drive paid search results for your business. Today, we’ll continue the conversation by tackling the first of seven questions you should ask when choosing a bid optimization platform for your business:
Question 1: Can I state my goals to match how my business really works?
We believe that effective search campaigns start with a clearly-defined advertiser goal. A clear definition of your goal affects every aspect of your campaign. For example, on DoubleClick Search, it influences the signals that are evaluated by our bid optimization system, the data analysis we perform, and ultimately, the results you get from the bid optimization system. As such, poorly-defined goals can mean missed opportunities and lackluster results.
The figure below illustrates how a marketer’s goal plays a critical role in influencing every step of the bid optimization process:
That’s why the flexibility to express individual campaign goals is so important -- it helps ensure that all bids work toward and maximize business results that matter to you. So when choosing a bid optimization platform, look for one that’s comprehensive in the goals it supports, offering the option to express basic goals, as well as combine goals, and to optimize against unique business data.
You may find that most tools offer a way of defining a set of basic campaign goals:
Position
- the ad position (rank) you want to achieve on the page, expressed as a whole number (1), a range of numbers (1-3), a decimal (2.5), or any combination.
Cost Per Action (CPA)
- The average cost per action, where action can be a conversion, sale, signup, or other marketer-defined event.
Effective Revenue Share (ERS)
- the total cost of a campaign divided by the total revenue generated by that campaign, expressed as a percentage
Return on Ad Spend (ROAS)
- The total revenue generated by an SEM campaign divided by the cost, expressed as a percentage
Spend (Budget)
- A precise monthly budget to spend while maximizing results on a specific metric (clicks, impressions, conversions, or other)
However, every campaign has unique objectives, and it’s likely you want flexibility beyond the basics. You may need a way of expressing a combination of goals, based on your unique objectives. To achieve this, look for a solution that offers the flexibility to express bidding goals in a rich language. For example, can you set a CPA goal while still maintaining a top position? Can you achieve a target position while staying within a specified budget? Does the platform support full flexibility to express a unique goal for each different type of conversion -- setting more aggressive goals for those conversion types you value more? Can the tool also optimize off your unique business data, including offline conversions or website data?
These are the types of considerations that inform our investments in the DoubleClick Search
Performance Bidding Suite
, where we wanted to put advertiser goals at the center of the bid optimization process. So whether you have a goal that’s based on a CPA, revenue, return on ad spend, budget, or a combination of these, the Performance Bidding Suite lets you easily define and optimize to your precise business objectives, and express a unique bid goal for every conversion type. In addition, the Performance Bidding Suite offers the option to integrate offline data, and have this data expressed in bid decisions to ensure that the entirety of your business is usable for bid optimization consideration.
Of course, defining the goal is just the first step. Once it’s been set, what kind of data does the bid optimization tool analyze to make bid decisions? Next week, we’ll take a closer look at the second question to consider when choosing a bid optimization platform:
How fresh is the data that’s used in making bid decisions?
To learn more about the 7 factors to consider, download our
white paper
here.
The Pop-up Book of Digital Creativity
Tuesday, December 4, 2012
Remember how much fun pop-up books were to explore as a kid?
With the
Digital Creativity Guidebook,
we’ve brought the format into the digital age to help brands connect with today’s consumers using Google’s products.
The Guidebook lets you play with Google’s products whilst learning more about the creative opportunities of digital. It highlights great campaigns from the
Creative Sandbox Gallery
to show what YouTube, mobile, Maps, search, and social can add to your creative palette.
Start flipping on
www.creativesandbox.com/guidebook.
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