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   Use new local conversion insights to optimize your local advertising

   August 9, 2018

   88% of people who conduct a local search on their smartphone visit a related store within a week1. We're expanding reporting on location extensions to not only include actions on the extension itself, but also ones that occur after the ad click on the Place Page. This will help advertisers better understand activity between online advertising and local actions even if they're not eligible for store visits reporting. The new metrics include: Clicks to call Directions Website visits Orders (vertical-specific) Menu views (vertical-specific) Other engagements How to use the new local conversion actions The metrics are reported once you link your Google My Business account to your Google Ads account. These metrics show how online actions are driving engagement with your business’s physical locations (e.g., getting directions or calling your business via Google Maps after clicking on your ad).  These new conversion actions will be reported in the “All conversions” column. They will not be included in the Smart Bidding strategies like Target CPA or Maximize Conversions, which rely on the "Conversions" column.  You can use these new conversion metrics to optimize your local advertising in several ways.  Let’s say you have campaigns that where your ads include local information about your nearby store locations. Or you might have ad copy dedicated to local offers and promotions in that store. You can use these insights to measure your ads’ impact on driving local results and optimize accordingly. Learn more We only report aggregated and anonymized data and we use industry best practices to ensure the privacy of individual users.  Using the per store report Along with the new metrics, the per store report has been launched. The per store report allows you to see anonymized and aggregated store visits and local actions by store location. Let’s say you have clothing stores at three locations: Athens, Bloomington and Boulder. You notice that the store locations in Athens and Bloomington drive more local actions and store visits compared to the one in Boulder. This can help inform how you distribute your offline budgets by store, and also guide your local strategies in Google Ads. For example, you may want to provide more online promotions in Boulder to provide a lift in sales. Learn more 1. Think with Google  

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2. 77

   Deliver more relevance with responsive search ads

   August 9, 2018

   Last month at >Google Marketing Live, we shared how responsive search ads use the power of Google’s machine learning to help you deliver the best ad for any search query. Starting in September, responsive search ads will be rolling out to more advertisers in English, French, German, and Spanish, with other languages to follow soon. One of the advantages of responsive search ads is that they give you more room to convey your message. While we work on improving responsive search ads across languages, it’s important to extend that same advantage to your existing text ads. That’s why, starting in late August, you’ll be able to add a third headline and second description to your text ads. In addition, your descriptions can have up to 90 characters. To get started, try adding a third headline and a second description to your existing text ads. For example, if you’re a retailer using two headlines that show your brand name and official site, you can add a third headline showing shipping details or special offers. Learn more about writing effective text ads here.

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3. 78

   Showcase your in-store products on Display with local catalog ads

   August 8, 2018

   You can now build Display ads with local inventory feeds using local catalog ads. With local catalog ads you design the hero image and select the products you’d like to promote. Product details and images will then be pulled from your product feed to create Display ads which will be shown across different websites, blogs and apps. This includes product per-store pricing and inventory information. For example, let’s say a sports gear store has a location in Hawaii and a location in Colorado. Each store has inventory that is unique to their location - the Hawaii store carries surfboards in-stock, while the store in Colorado has snowboards in-stock. The advertiser’s display ads can now feature locally relevant products since local catalog ads draw from store-level inventory data.

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4. 79

   Become an expert on creative strategy for App campaigns

   August 7, 2018

   App campaigns use ad assets to design relevant ads at scale to promote your mobile app. To help you create effective ad assets for the campaign, we’ve launched a new course called >Ad Assets for App Campaigns as part of our growing app ads education program. In this latest course, you’ll find short, snackable video lessons and interactive activities to help you learn how App campaigns use ad assets, what are the best types of assets to provide, and how to use asset reporting for creative insights. Sign up for the >course and earn a certificate today!

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   New security protections for your Google Ads account

   August 6, 2018

   When you use Google Ads, you’re trusting us with sensitive information—which is why it’s important to keep it private and safe. Today, we’re making updates to put you in control of your security and ensure you stay protected. Add an optional layer of security 2-step verification requires Google Ads users to sign in to their account with a password and an additional step, like a text message code or security key. This added layer of security helps keep millions of users safe while using Google products. In the coming weeks, we’ll be improving this protection by allowing you to require 2-factor verification for all users on your Google Ads account. Keep your account safe with 2-step verification Click the tools icon  in the top right corner of your Google Ads account to update your access settings. If you access your account through the AdWords API or Google Ads API, make sure to also update your API access settings. Keep it close to home In the coming weeks, you’ll also be able to control account access invitations by email domain. That means only users with emails registered under a specific domain, for instance examplepetstore.com, can be invited to access your Google Ads account. Take additional steps to secure your account Keeping your information safe means staying up to date with security protections. By applying these recommendations to your Google Account, you can help maintain the security of your ads data. You can also make sure you’re receiving important messages by keeping the email addresses in your Google Ads account up to date. Posted by Anthony Chavez, Director of Product Management

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