All you need to know about the latest innovations Google Display Network

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Marketing Director of advertising products Google , Matt Lawson have prepared answers to common questions about the most recent innovations in display network (display network). We are talking about the launch of native ads, cross-device remarketing, extensions', and increased "Traffic store".

How to configure cross-device remarketing? How will it affect conversion rates and effectiveness of campaigns?

From your side to do nothing. If you have already set up remarketing across all devices including mobile, cross-device remarketing will be activated automatically. The more you invest in advertising on different devices, the more value you will get.

What has changed? Before starting a cross-device remarketing, a user who first visited the mobile site, and then the desktop was included in the two different audiences. Now he is considered as one and the same user and only added in a single list. This means that you will be able to show ads to users at the time when they move between devices. As a result, this will lead to better UX.

Should I wait for increase conversions and improve ROI? Most likely, Yes. Just remember that the function starts gradually. So, you are unlikely to notice at what point a shift occurs.

Do I need to change the strategy of remarketing subject to cross-device targeting?

The launch of cross-device remarketing does not entail changes in the management of the account. It only gives you more clear and accurate view of your customers. You can also forget about limiting the frequency of your ads from the same user.

As for optimizing cross-device remarketing, should focus on two things:

  • Make sure you enabled mobile inventory in a remarketing campaign. You involve the interaction of people who are familiar with your brand. Make sure you can achieve them, no matter where they are: on the website, app, tablet, or smartphone.
  • Automate bid in AdWords based on your business goals. Automated strategies optimize bids for each auction based on the type of device, time, location and audience.
If you want to manually manage this process, you can configure the modifier rates for computers, tablets and smartphones.

How can I find out what native ads are more effective than the standard?

Native ads is something like technological magic. You set the basic parameters, and the result is thousands of variations of ads. We are big fans of native ads and recommend you use them whenever possible.

Many advertisers conduct A/B testing before switching to the new format. To study the effectiveness of native ads compared to standard, you can perform the following experiment: select the most effective ad and create in her ads in both formats. Make sure that all the elements in them are identical (titles, descriptions, and images) and start showing both ads for a few days, without making any changes.

To evaluate the effectiveness, many advertisers are looking at such indicators as click-through rate (CTR) or conversion rate. However, this is not the most obvious metric.

If you set your ad rotation is selected to "Optimize (clicks) or Optimization (conversion)", the metric "% Served", you will know which ads to show more often in communication with higher efficiency.

Is it possible to limit the radius of screening of the addresses in the ads?

By default, the extension address is displayed at the 15-mile radius of your store. We recommend starting with this value. So over time, you will be able to know in which areas people are more likely to commit conversion, and to optimize the visibility of your ads.

Data on visits to shops are actual or estimated?

Store traffic is estimated based on data from a wide sample of users who have activated the data transfer on your location. To determine which shops are visited, we combine these statistics with a number of signals including data of Google Maps, GPS and other.

As a result, we can estimate what percent of users visited the store within 30 days of the click on the ad media advertising.

Why you should trust our data? We conduct surveys among 5 million users worldwide, to double-check whether the person visited the outlets. According to our calculations, the accuracy of the data about visits to the shops is 99%.

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