{"id":117567,"date":"2014-04-30T15:46:00","date_gmt":"2014-04-30T20:46:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/googles-new-product-announcement-expands-advertising-into-app-territory\/"},"modified":"2024-12-31T05:51:05","modified_gmt":"2024-12-31T10:51:05","slug":"googles-new-product-announcement-expands-advertising-into-app-territory","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/paid-media\/googles-new-product-announcement-expands-advertising-into-app-territory\/","title":{"rendered":"Google\u2019s New Product Announcement Expands Advertising into App Territory"},"content":{"rendered":"<p>Last Tuesday (April 22, 2014), Google\u2019s <a href=\"http:\/\/www.youtube.com\/watch?v=_5eXnF5RdFI\">#StepInsideAdWords<\/a>\u00a0was introduced\u00a0to a modest live crowd and sweeping array of anxious Hang Out participants, all eager to learn the next big thing. What we got was somewhat of a surprise, in a good way.<\/p>\n<p><a href=\"http:\/\/www.youtube.com\/watch?v=_5eXnF5RdFI\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-4268\" src=\"\/wpe-content\/uploads\/2014\/04\/JD_AdWords-Livestream1.jpg\" alt=\"JD_AdWords Livestream\" width=\"300\" height=\"167\" \/><\/a><\/p>\n<p>Jerry Dischler, VP of Product Management for Adwords, took the stage to showcase the following:<\/p>\n<ul>\n<li>Innovative Ad Formats (App Integration)<\/li>\n<li>Insightful Reporting (Attribution Enhancement)<\/li>\n<li>Intelligent Tools (The Good Stuff)<\/li>\n<\/ul>\n<p>I\u2019m sure I wasn\u2019t alone when I let out a quiet \u201cOoooh\u201d when new <i>power tools<\/i> were hinted at early on. Now that the dust has settled and we\u2019ve all had time to digest, let\u2019s walk through each section and find out what it means for both advertisers and consumers.<\/p>\n<h2><strong>Innovative Ad Formats \u2013 Application Advertising\u00a0<\/strong><\/h2>\n<p>When Google announced that certain app content would be accessible through natural search, it was only a matter of time before this algorithm took hold in their paid marketplace. In a nutshell, <a href=\"http:\/\/www.thinkwithgoogle.com\/products\/ads-apps.html\"><span style=\"text-decoration: underline;\">Google wants to<\/span><\/a>\u00a0improve app discovery, re-engagement, and ultimately deliver value through measuring in-app conversions.<\/p>\n<p>The mobile app marketplace is a difficult nut to crack for most companies (unless you\u2019re King.com selling extra lives in Candy Crush). Knowing the reach and scope of the app marketplace, 50M+ downloaded on Play alone, this confirms Google\u2019s position on the future of this channel.<\/p>\n<p>App discovery is the first piece of the puzzle. We\u2019ll have more platforms to give consumers the opportunity to download a mobile app, all managed and controlled within the Adwords ecosystem. Leveraging the ample array of data the Play Store accumulates, Google aims to connect the dots and focus on relevancy and <a href=\"\/services\/design\/\">user experience<\/a> through search, display, and even YouTube.<\/p>\n<p><a href=\"\/wpe-content\/uploads\/2014\/04\/dreamstime_m_39849425.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-4264\" src=\"\/wpe-content\/uploads\/2014\/04\/dreamstime_m_39849425-300x200.jpg\" alt=\"h\" width=\"300\" height=\"200\" \/><\/a><\/p>\n<p>The second and most intriguing piece is re-engagement. According to Dischler, over 80% of apps are trashed or forgotten after their first use. Google is aiming to curb this detachment by introducing a new campaign sub-type for both display and search that allows deep linking directly into the app itself. Not only will the advertisement open the app upon engagement, it will also take the user to the most relevant page for their query, providing an excellent user experience. Best of all, you\u2019ll have more conversions to celebrate, which can now be tracked from the moment of installation, to re-engagement, and ultimately in-app purchases.<\/p>\n<h2><b>Insightful Reporting \u2013 Conversion Data Gets a Boost<\/b><\/h2>\n<p>Next up, performance measurement! While interesting at first, the meat and bones of this section were more Oliver Twist than Jay Gatsby. <a href=\"http:\/\/adwords.blogspot.com\/2013\/10\/estimated-total-conversions.html\">Estimated Total Conversion<\/a> is getting a revamp, a metric that links a conversion that takes place over multiple devices and helps to gauge overall campaign value. This is useful, as attribution is very tricky in search; however without more detail it\u2019s difficult to ascertain how they are looking to improve this further. Hopefully in the coming weeks we\u2019ll gain more insight into what this means for our campaign measurement.<\/p>\n<p>If an effective and non-intrusive way of tracking a consumer from online ads to in-store purchase is found, you can liken it to the Great White Buffalo\u2026 A rare and desired value-add that will most certainly be a game changer.<\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69d6bd1630f5b'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69d6bd1630f5b');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = '0c9a9cec-eb1c-44ac-920f-687ce0230830';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/0c9a9cec-eb1c-44ac-920f-687ce0230830', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? '0c9a9cec-eb1c-44ac-920f-687ce0230830'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-ca\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<h2><b>Intelligent Tools \u2013 Service Empowerment<\/b><\/h2>\n<p>Paul Feng deserved a standing ovation last week. When he took the stage I wasn\u2019t quite sure what to expect\u2026 in fact I assumed the tools that would debut would only provide nominal value.<\/p>\n<p>Quite the opposite.<\/p>\n<p>Taking a play out of the Amazon.com handbook, Google has had its ear to the ground listening to the feedback that digital marketers have been providing. Finally, we\u2019ll have a native toolset that looks, on face value, to \u00a0rival enterprise class solutions that currently exist.<\/p>\n<p>To start, we\u2019ll have expanded bulk edit capabilities within the Adwords \u00a0dashboard. Coupled with this comes a wider arrangement of automated bidding strategies, expanding the meager system in place now. When you\u2019re \u00a0dealing with thousands of ad groups across hundreds of campaigns, you can appreciate how important these features are. Let\u2019s hope other third\u00a0party software providers take the hint and keep pace.<\/p>\n<p>Feng next took us through live examples of their upgraded reporting dashboards. This seemed intuitive and fluid, as well as extremely useful due to its ability to provide <a href=\"\/services\/data-analytics\/\">live data<\/a>. What this essentially creates is a multi-dimensional tool native to the Adwords system, allowing for quick implementation of live pivot data and seamless visual integration. I think speed may be an issue for bigger accounts, but if the renders are kept crisp and the process simple, this could be another place advertisers gain a few extra minutes throughout the day.<\/p>\n<p>Finally, in the most exciting feature release of the day, we got drafts and experiments. Today\u2019s Campaign Experiments feature is accessible, but a far cry from user friendly, and the results are rarely worth the effort. The newly proposed draft system allows you to save a campaign state as a draft, make desired changes to it, and then test it against your live model. Traffic can be split in meaningful ways, across multiple drafts, testing any number of variables:<\/p>\n<ul>\n<li>Ad Copy<\/li>\n<li>Keywords<\/li>\n<li>Match Types<\/li>\n<li>Bids<\/li>\n<li>Extension Settings<\/li>\n<\/ul>\n<p>This system puts a whole new spin on multivariate testing and analysis, and takes a lot of the current guess-work out the optimization equation. I\u2019m most excited about the draft system; there isn\u2019t a single account we work on that won\u2019t benefit from this feature.<\/p>\n<p>Overall, there were some engaging announcements that add value to us, the people in the platform day in and day out\u2026 which is a welcome change of pace. As with all things Google, we\u2019ll have to wait until we can get our hands on the shiny new toys. In the meantime, we can begin planning how best to adapt these new services in the months to come.<\/p>\n<p><strong>What are you most excited for? Let us know in the comments!<\/strong> Or <a href=\"\/contact\/\">contact us<\/a> today!<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Last Tuesday (April 22, 2014), Google\u2019s #StepInsideAdWords\u00a0was introduced\u00a0to a modest live crowd and sweeping array of anxious Hang Out participants, all eager to learn the next big thing. What we got was somewhat of a surprise, in a good way. Jerry Dischler, VP of Product Management for Adwords, took the stage to showcase the following: [&hellip;]<\/p>\n","protected":false},"author":44,"featured_media":101659,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Technical","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2889],"tags":[],"class_list":["post-117567","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google: Advertising in App Territory | The Key Word<\/title>\n<meta name=\"description\" content=\"Google\u2019s #StepInsideAdWords was introduced to a modest live crowd and sweeping array of anxious Hang Out participants, all eager to learn the next big thing.\" \/>\n<meta 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