Google’s new Shopping Insights tool - Explore Trends

Google’s new Shopping Insights tool helps retailers connect with consumers in moments that matter by showing the products people are searching for across cities, time and devices. By better understanding users' shopping intent online, retailers can make more informed merchandising and marketing decisions.

Ex: Moroccan oil: https://shopping.thinkwithgoogle.com/all/_/2014-04-01:2015-09-30/37.7354830,-99.7554462,4/0:@moroccan+oil/


 

Google’s Official Best Practices: Improve AdWords Campaigns with Google Analytics [Video]

Watch this 3-minute video guide and learn how you can use Google Analytics to understand all of the clicks from AdWords that didn’t turn into conversions.

Don't want to distract your colleagues by watching the video at work? Why not read all about it instead! Get the full guide to utilizing AdWords with Google Analytics.

AdWords and Google Analytics really are better together. Best of all, it's easy to link them.

How Moms Use YouTube Videos: New Trends and Insights

More and more, moms are turning to YouTube for answers to their daily questions. Kate Stanford, director of YouTube advertiser marketing and mother of three, shares new insights about how moms are using YouTube, and how your brand can be there in the moments that matter to moms. 

Like most moms, I'm faced with new questions, decisions, and challenges every day. Questions from my kids like, "Mom, how do I draw a My Little Pony?" Decisions I need to make like, "Which jogging stroller will be light enough to push up that hill by my house?" Or the kind of big parenting challenges that keep me up at night like, "How do I talk to my kid about bullying?"
With a world of information at our fingertips, moms are going online with questions big and small. To better understand what this looks like for moms, and how online video fits into their lives and decision-making process, we partnered with TNS and Ipsos and surveyed self-identifying moms, ages 18-54, who watch videos online. We found that 83% of moms search for answers to their questions online.¹ And of those, three in five turn to online video in particular.¹
We know that two of the main reasons moms use YouTube are for how-to and DIY ideas. As moms turn to YouTube more and more, brands have a great opportunity: to be there and provide useful content when moms are looking for help, product know-how, or even ideas.

Celebrating Moms on YouTube

Moms rely on YouTube how-to videos more than the average viewer

Few moms have time to scour a dozen fashion magazines for the latest trends, or test drive a dozen different strollers around the store (while their toddler is crying). Instead, in those I-want-to-know, I-want-to-buy, I-want-to-do micro-moments, they'll often turn to YouTube. Today's moms want show-not-tell answers in the moment. And YouTube delivers.
Of moms surveyed who view videos on YouTube, 81% watch how-to content. In fact, moms are significantly more likely* to watch how-to content than the average viewer.²

"I wanted to learn how to cook a steak. I went to YouTube to watch a video instead of just looking up a recipe because I wanted to know how they actually cooked it—to see exactly what they are doing." — Rique, 40

"Bullying has been around for a long time. YouTube provides resources for parents to use, whether they be videos or activities that you could do together to have an open conversation. It helps me start a dialogue with my child." — Jessica, 32

Today's moms want show-not-tell answers in the moment.

For product research, moms turn to YouTube videos

Fifty-eight percent of YouTube-watching moms we surveyed agree they're likely to search for videos about a certain product before making a purchase.² And when it comes to watching a video to learn more about a product or service, 69% go to YouTube first, over other online video platforms.³ Barrie, a 34-year-old mom, shared:

"When I was trying to figure out what kind of a stroller to buy, I went to YouTube. They had videos that showed how the strollers work—how they open/close, how the seat moves back and forth, how it goes in and out of the car. They have people actually demonstrating how heavy this is. Those are the things I want to look at before I buy it."

Brands can act as a handy next-door neighbor by building a YouTube content strategy focused on useful content that answers moms' questions. Take, for example, this in-depth product video from Graco or this product review from Gerber. Online videos like these can help make moms' lives more efficient. It gets them right to the products they need faster, and with more confidence in their purchase decisions.

58% of YouTube-watching moms we surveyed agree they're likely to search for videos about a certain product before making a purchase.

What your brand needs to know: how moms use YouTube across product categories

Whether she's buying something for herself, her kids, or her household, chances are mom has looked up a YouTube video (or ten) to help her make a decision. In our research, we dug into how moms approach three specific types of categories: fashion (for herself), baby/kids products (for her children), and cars (for her household), and what that means for brands.

First, we found that the challenge for brands changes depending on the category. When looking for fashion items, for example, only 42% of moms surveyed start shopping with a particular brand in mind.⁴ Instead, they start by searching different styles and trends, and make up their minds about which particular brands to buy as they go. So to reach potential purchasers, fashion brands should be present when and where moms are looking for general fashion inspiration. That could include creating videos that cater to more upper-funnel fashion searches, like "fall trench coats," or that give fashion tips for moms on a budget—connecting with moms who are looking for some ideas.

In other categories, moms have a clear brand in mind from the outset: 80% of moms surveyed have a brand in mind when shopping for cars, and 62% do when shopping for baby/kids products.⁴ This represents a different opportunity for brands. Uploading content on YouTube that answers questions about specific products, features, and models is a must for brands in these categories.
Moms connect with content designed to help them with the real challenges they face every day, so think about how they might be searching YouTube for answers in your category.
Moms Turn to YouTube Throughout Their Shopping Journey

Build a content strategy to win the moments that matter

Think about your brand's YouTube content strategy holistically and how your content can be there, in big ways and small ways, for mom in her moments of need. Check out our hero/hub/help framework and think about how it can apply to your brand. Look for opportunities to provide helpful content that addresses moms' questions directly: practical videos like how-tos, product demos, and product information. And don't forget about the hero content that connects with moms on a deeper level, addressing big parenting topics. That's the type of content that breaks through and gets moms to engage with your hub.

A great example for hero content came from Cardstore, which won moms' hearts all over the world with its "World's Toughest Job" video. And P&G provided moms a way to start important conversations with its Always "Like a Girl" video. In the words of Alice, a 35-year-old mom: "Dealing with a 6-year-old's self-esteem is tough. This connects with me on a personal level. This helps me open a discussion."

Being a mom means facing a seemingly endless number of new questions and adventures every day. These moments are great opportunities for brands to lend a hand, show empathy, entertain, inspire, start a conversation—in short, to be mom's sidekick.
*75% of average viewers watch how-to videos
Sources
¹ Google/TNS, Moms Audience Study, among 1,500 women ages 18-54 who watch videos online and have kids under the age of 18, April 2015.
² Google/Ipsos MediaCT, Moms Audience Study, among 523 women ages 18-54 who watch videos online and have kids under the age of 18, July 2015.
³ Google/Ipsos MediaCT, Moms Audience Study, July 2015, n=523. Question: When you want to learn more about a product or service by watching a video, where do you go first? Select up to 2 responses. Platforms surveyed: YouTube, Digital stores (e.g., Google Play, iTunes, Amazon), TV channels (e.g., ABC, ESPN, HBO), Facebook, Twitter, Vine, Hulu, Vimeo, Netflix, Crackle, Instagram, Other, Don’t watch videos for this info.
⁴ Google/TNS, YouTube: Digital Moms Media Consumption Research, June 2015, n=2,252.
All quotes from Google/TNS, Moms Qualitative Audience Study, March 2015.

• 
  Kate Stanford Director of YouTube Advertiser Marketing, Google

YouTube Ads: What the Shift From TV to Digital Video Means for Creatives

Great YouTube ads are born from great creative ideas. But how does the shift to digital video change the creative process? Google's head of agency sales, Tara Walpert Levy, shares insights from a conversation between Sal Masekela and creatives David Droga and Emily Anderson. 

"Make it viral." Uttering that in a conference room is about as popular as announcing you have an actual virus. And although that particular pitfall may seem painfully obvious in today's sophisticated world of content marketing, there are other traps that hold us back from creating great videos that aren't as clear. We created the "Behind the Scenes" series to explore the challenges that agencies and brands face when making digital videos (and YouTube ads, specifically) and to see how they're solving them.
In our latest video, TV and YouTube host Sal Masekela hosts a candid conversation between creative chairman David Droga and creative director Emily Anderson. The topic at hand? The shift from TV to digital video and what this shift means for creatives today.

What follows are four insights from Anderson and Droga on avoiding video pitfalls and making great video content:

1. Redefine what it means for a video to go viral
Let's start with the classic pitfall: setting out to make a viral video. Or as Sal Masekela puts it, "give me a double rainbow." As I've worked with brands on YouTube, I've realized that success on YouTube is a lot like success in the music industry: It's not about one-hit wonders. It's about finding a sustainable audience that jumps at every new song you release (or in this case, video). Challenge your team to figure out what "viral" really means for your brand: How big is your audience—is it really millions? What's your primary metric? GRPs? Views? Or engagements and conversions? Do you want to build an audience this quarter—or this weekend?
Think about building a library of content that maximizes engagement opportunities all along the consumer journey. From inspirational brand messaging that aligns with your audience's passion points to how-to or product demos, make it about building a one-stop shop for inspiration, entertainment, and utility. Johnson & Johnson Consumer's CLEAN & CLEAR® is a fantastic example of that.
2. Treat "user experience" as a mind-set, not a department
Successful creatives today are user experience experts. As they create, they go out of their way to experience their work the way their audience will. Emily Anderson describes watching a video in a studio with high-end audio equipment and then comparing the sound on laptop speakers. Consider reviewing your work on your smartphone with $5 headphones, while riding the bus. Would you still watch it? The context in which your audience watches a video can be just as influential as the content itself.

Google's Art, Copy & Code recently launched Unskippable Labs to experiment with what mobile context means for video ads. Its first experiment with Mountain Dew® Kickstart™ suggested that mobile video ads don’t necessarily need to be short and sweet; they can be longer, richer, and less linear than traditional ads and still positively affect brand lift. Mobile viewers might surprise you, so try to leave room to learn from what they like and adjust your video campaign mid-stride.

"Like it or not, the ad industry's traditional approach to a story arc—beginning, middle, and end in a 30-second spot—is a thing of the past."

3. Engage fans in a two-way dialogue (don't turn off YouTube comments)
Ask a YouTube creator, such as Tyler Oakley or Grace Helbig about comments, and he or she will talk about them as a sources of inspiration—not sources of frustration. Helbig recently said that she thinks of her audience as her "boss," guiding her content creation and giving her ideas. Anderson agrees. Turning off comments? "Flabbergasting," she says. The inclination to turn off comments means that brands are thinking of YouTube as one-way communication rather than an opportunity for interaction.
Instead, turn on comments and then consider how you can use video to show viewers you're listening. Under Armour collected reactions from viewers about its latest ads featuring Gisele Bündchen. Some reactions were positive, some negative: Under Armour heard them all and created a reaction video with Gisele in response to the conversation. As Tweets like "Gisele is just a model" appear about her, Bündchen pushes through and keeps on kickboxing in the spirit of "I WILL WHAT I WANT."
4. Evolve your digital storytelling from a strict story arc to a never-ending story
Storytelling has changed in the digital era. Like it or not, the ad industry's traditional approach to a story arc—beginning, middle, and end in a 30-second spot—is a thing of the past. Rather than telling one story in one video and uploading it once on YouTube, David Droga encourages brands and creatives to tell stories that can't be "contained." Be prepared to evolve an idea and create the next chapter based on your audience's reaction.

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And the man practices what he preaches; Droga5 created an excellent example of this. After Honey Maid released its "This is Wholesome" ad showing diverse images of the modern family, it got some negative reactions. Rather than running from the controversy, the brand team wrote the next chapter. In a follow-up video, Honey Maid transformed messages of hate into a message of love by inviting two artists to create a sculpture out of printed versions of negative and positive comments. The response was overwhelmingly positive and hey, Honey Maid racked up a Cannes Gold Lion as a bonus.

Whether your creative idea starts on a cocktail napkin or a whiteboard, YouTube is a canvas of unlimited possibilities. We developed this film and others in the "Behind the Scenes" series to give agencies and brands the competitive and creative edge they're after. There are more formats, options, and tools at our fingertips than ever before. But that means you can expand beyond the traditional story arc. Flex the 30-second spot. Ditch the word "viral" forever. You're shaping the future of video; what stories do you want to tell?


Source: https://www.thinkwithgoogle.com

Measuring the Impact of Online Video on Brand Metrics

Engagement metrics show how people react to online videos, but brand metrics prove they move the needle on brand objectives such as awareness, perception, and interest. Google's Brand Lift solution reveals these insights about YouTube ads in near real time so you can optimize on the fly.

Is the money we're putting into online video making an impact?

Online video is undeniably one of the key areas of focus for marketers in 2015, as well as for the next few years, because spending on desktop online video alone is projected to grow 21% every year until 2019. But as that spend increases, so does the need for brand advertisers to justify budgets and answer questions such as the one above. You need to know that video is an effective way to connect with your audiences—and that its impact can be measured.
For online video platforms such as YouTube, engagement metrics (for instance, views, likes, shares, comments, and watch time) provide a basic barometer showing how an audience responds to videos. These metrics are important because they help to inform strategies as well as the content of the video ads. The result—hopefully—is quality content that the audience finds useful, entertaining, and shareable. Creating things that an audience likes is only part of the job, though. The effectiveness of an ad campaign is also evaluated by how it affects brand metrics such as awareness, perception, and audience interest.
Gaining insight into these metrics has been tricky, however. In the past, you'd put money into a campaign and get feedback in the form of clicks and views. But you could never really be sure about its brand impact without expensive, time-consuming testing, and sometimes those results wouldn't come in until the campaign was over. When it comes to YouTube ads, that's no longer the case: Google's Brand Lift solution allows you to gather brand metrics about YouTube ads in a matter of days. Advertisers across a variety of verticals have used the tool to test and optimize their online video content.
Here we present the results of different meta-analyses that show how YouTube ads are performing for advertisers and what that means for how you should rethink measuring your online video campaigns.

Near real-time data shows the impact of YouTube ads

Quick access to information about brand metrics can shift the way you perceive video content. That's because you can now tell whether the audience likes the content (with engagement metrics) and if it's making an impact (with brand metrics). Most important, if the content fails to measure up, finding that out in near real time means you can react and optimize quickly to get the most out of your online video spend.
After analyzing around 50 campaigns from Fortune 100 brands and category leaders running on Google Preferred (some of YouTube's most popular channels), we found that 94% of the campaigns drove a significant lift—an average of 80%—in ad recall. We also found that 65% of Google Preferred ads saw an increase in brand awareness, with an average lift of 17%. This is particularly impressive considering that the brands in the study were already well-known.

94% of campaigns drove lift in ad recall

We also measured YouTube's impact on what we call "brand interest," or interest in a brand as measured by an increase in organic searches for it on Google. YouTube proved effective here as well. Looking at over 800 Brand Lift studies, we found that 65% of YouTube TrueView campaigns drove a significant lift in brand interest, with an average lift of 13%.
Together, these numbers tell a compelling story: YouTube campaigns are driving brand impact. So let's talk about three ways you can put that information to use.

1. Test your creative

Faster collection of brand metrics offers great opportunities to test your video campaign, determine what works, and fix what doesn't before burning through too much of your media budget. For instance, when you A/B test your campaigns, you can analyze the results by version to see which creative executions are most effective at driving brand lift.
Mondelez International did this for the launch of Trident Unlimited. The agency produced two versions of the same spot: In the first version, the actor put gum in his mouth at the start of the commercial, and in the other he was already chewing the gum. Which one resonated? A Brand Lift study let Mondelez know that the second version had a 5% higher recall rate. And, after optimizing budget behind that version, recall rose to 97%. "Brand Lift delivered quickly," says Leonardo Carbonell, the agency's paid media director. "It was good to optimize the campaign while it was running."
Having access to this kind of data in near real time means advertisers such as Mondelez can optimize on the fly and make sure their campaigns truly resonate.

2. Optimize and refine your demographic targeting

Brand metrics also help you optimize to ensure that you're reaching the most appropriate audience. Digital platforms such as YouTube allow you to target your video ads. Then data from Brand Lift can inform you about the age ranges and genders that are most affected by your campaign.
This is great for brands that begin at a broad level with their targeting; they can now see which subset the ad performs best with and use that information to refine their targeting and increase their spend where it will be most effective.
Nissan Canada, for instance, created two TrueView ads for the launch of its Micra model in July 2014. One of the ads featured actor Jim Parsons, while the other was a standard brand video. A Brand Lift study was able to confirm that both ads were effective at driving awareness lift and that one ad was much more successful at increasing ad recall. But the most important finding might have been that the ads resonated strongly with women ages 25–34 and 45–54. At that point, the brand had an ad that was proven effective, a more specific demographic on which to focus the spend, and a platform to get the ad in front of the target audience. For Nissan, it was a winning combination.

3. Prioritize the metrics that matter most

Every campaign is measured differently, so your path to success won't always be the same. A campaign that's optimized for ad recall may look different than one that's optimized for brand interest or view-through rate. Different metric priorities can lend themselves to distinct creative best practices. Even within Google, we've seen a case study for this.
"We tested seven videos for a recent campaign where our goal was to drive brand metrics," said YouTube's Global Media Lead Maria Chai. "Because we hadn't been able to get real-time brand signals, we looked at view-through rates as a proxy for the creative's ability to move brand measures. Although view-through rate can be a great metric for assessing whether the creative holds the user's attention, we learned that videos with higher view-through rates don't always correlate to a lift in brand metrics. Getting this insight in near real time allowed us to optimize our creative rotation quickly before we fully ramped up the campaign."
The three takeaways above represent a new mind-set for brand advertisers' approach to online video, where measuring brand metrics in near real time is instrumental in driving more effective brand spend. This approach ensures that you're measuring what matters most: how your content and your media dollars are moving the needle on brand metrics such as awareness, ad recall, and brand interest.

Tips: Crawl HTTPS versions of your articles & Another image crawl update from Google News Publisher newsletter

Add a News sitemap in Search Console

If you haven't already done so, we strongly encourage you to submit a News sitemap in Search Console. Using News sitemaps helps enhance discovery of your new articles and gives you increased control over your content in Google News. Full instructions here, but a few key points: When you publish new articles, do not create a new News sitemap every time. Instead, update your current sitemap with your new article URLs. Once you've created your sitemap, upload it to the highest-level directory containing your news articles. Please see this page for further instructions on submitting your sitemap. Can you see an error after submitting your News sitemap? This Help page offers suggestions on how to resolve it. Note: Often, the old error message will persist after you've corrected the error. Save your sitemap and then resubmit it. This should clear the error after a day or so.

Crawl HTTPS versions of your articles

HTTPS (Hypertext Transfer Protocol Secure) allows your users to navigate your site more securely, protecting the integrity and confidentiality of their data. We'd like to encourage you to adopt HTTPS in order to protect your users' connection to your website. More on HTTPS.

For Google News to crawl your HTTPS content, publish your articles on HTTPS URLs. We’d also recommend redirecting your HTTP URLs to HTTPS URLs. Note: If your source or section URLs are in HTTP in the Publisher Center, there’s no need to update them (the protocol used for section URLs has no impact on the protocol used to crawl article URLs).

Another image crawl update

You now have improved control over the images that we select from your article. Google News image crawl will take into account the schema.org image and og:image specified in the HTML body of an article. For the image that you’d like to be the thumbnail image next to your article, we’d recommend using schema.org or og:image to make this selection clear.

Common site extraction issues

When scanning thousands of websites every minute, sometimes our system can incorrectly determine the article titles or snippets for your article. If you notice that we have incorrectly extracted some of your latest articles, read more below on how to fix these issues.

Inaccurate article titles

Google News scans your article pages and automatically displays what our system determines to be the most likely headlines for your content. To improve the likelihood of our system extracting your articles' titles correctly, we’d recommend the following best practices: Place the title of your article in a prominent place above the article body, such as in an tag, and make sure that the title of your article page (in the HTML