Deliver the best message across the web with responsive display ads 4977550256203696919-blid-7514199128972364036

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   Use and test Accelerated Mobile Pages (AMP) in Google Ads

   September 11, 2018

   Accelerated Mobile Pages (AMP) are pages that load near instantaneously for mobile users. To date, you could test the impact of your AMP pages vs. conventional web pages using either Google Ads' campaign experiments or ad variations. You can learn more about the pros and cons of each approach for testing AMP pages here. To make your AMP testing even more insightful, we've developed a new testing methodology for campaign experiments known as "cookie-based splits." This new testing type aligns with ad variations’ cookie-based approach. We recommend you use this methodology whenever you test AMP pages via campaign experiments. By default, campaign experiments assigns users to a test or control group every time they enter a search (also known as "search-based splits"). This means any given user may see both the test and control experiences over the course of a day. In contrast, the new "cookie-based splits" assigns users to the test or control group. As a result, any given user will either always see your AMP page (if they are in the test group) or always see your non-AMP page (if they are in the control group). We hope this helps you better test the efficacy of driving your search ads traffic to AMP pages. Posted by Prashant Nair, Product Manager, Google Ads

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   Deliver the best message across the web with responsive display ads

   September 10, 2018

   Great display ads assist consumers using rich images and useful information. However, showing the most relevant and engaging ads across millions of sites and apps isn’t easy. That’s why we’re rolling out responsive display ads. >Responsive display ads (RDA) combine your creativity with the power of Google’s machine learning to deliver relevant, valuable ads across the web, at scale. Just provide a few simple inputs about your business－up to 15 images, 5 headlines, 5 descriptions, and 5 logos. Google uses machine learning to test different combinations and show the ads that work best. On average, advertisers see 10% more conversions at a similar CPA when using multiple headlines, descriptions, and images with responsive display ads (versus a single set of assets).1 Best Practice: To help your brand stand out, add a logo to your responsive display ads. In addition, add dynamic feeds to your campaigns. This helps you show more tailored ads to people who previously visited your site or app. Once your responsive display ads are up and running, you’ll want to know how each asset is performing. With the asset report, you can quickly see performance for your headlines, descriptions, images and logos. To access the report, just click on Ads & extensions and then View asset details. The performance column will show a “Learning,” “Low,” “Good,” or “Best” rating based on how well an asset performs. The asset report helps you identify top-performing creatives relative to one another. Let’s say you’re an online florist. You might discover that descriptions including “Free shipping” are rated as “Best.” You can then use this insight to double down on your best performing assets, like free shipping promotions. And if you find assets rated as “Low,” you can replace them to improve results over time. Rakuten Travel is the largest online travel brand in Japan. Using responsive display ads, it drove a 3X increase in sales compared to its standard image ads alone. Different versions of a responsive display ad. Responsive display ads are rolling out over the next few months to all advertisers globally. To get started, visit the >Help Center and check out our >display best practices.     1. Internal Google data, September 2018.

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