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New features & announcements

  1. 1
    New updates for App campaigns help unlock more search inventory on iOS mobile web browsers
    July 2, 2019
    App campaigns make it easy to connect your app with app-happy consumers across Google Search, Google Play, YouTube, and over three million sites and apps in our network. And, we’re always exploring new ways to increase the ad inventory available to app advertisers. Starting in July, App ads will start to show for more searches on iOS mobile web browsers. This means app installs and in-app conversion events from iOS browsers will be included in your campaign reporting. This can help you reach more people who are looking for what your app has to offer and can help you improve campaign performance. There is no action required to access this new inventory. App campaigns that are active will automatically include these modeled conversions in Google Ads reporting as part of the ”Conversions” column. Please note that these conversions won’t be available in third party measurement tools. We encourage you to monitor your bids and budgets as there may be fluctuations in performance after these updates go live. Posted by Rahul Oak, Product Manager, App Ads
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  2. 2
    Create and edit responsive search ads in the Google Ads mobile app
    June 20, 2019
    Staying connected to your Google Ads performance is important, whether at your desk or on-the-go. The Google Ads mobile app (>Android, >iOS) helps you monitor your campaigns and makes it easy to take action, at any time or place. Two recent updates to the mobile app can help you improve your account performance quickly and easily, even when you’re away from your computer. Create and edit responsive search ads You can now directly create and edit responsive search ads in the app. In the past, you could only pause and enable ads. This can be especially helpful for launching last minute promotions while on your commute, in line for coffee, or wherever you may be.   Add, review, and edit negative keywords We’re also rolling out other new capabilities and recommendations, previously only available on desktop, to help you manage negative keywords in the app. You can now: Create, review, and edit negative keywords. Add negative keywords directly from the search query results card, based on the queries that are triggering your ads.  Get recommendations to remove conflicting negative keywords that are preventing some of your keywords from showing ads. Download the mobile app (>Android, >iOS) and stay tuned for more updates coming soon. Posted by Adam Herscher, Product Manager, Google Ads
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  3. 3
    See landing page performance from Shopping campaigns on the “Landing pages” page
    June 19, 2019
    A good landing page experience is a key factor in getting conversions from your ad campaigns. The “Landing pages” page makes it easy to understand how your landing pages are performing. Starting today, you can see the performance of your landing pages from Shopping campaigns in the report. You can now see which of your landing pages from your Shopping campaigns drive the most sales and which ones may require your attention. For example, let’s say you’re a bicycle shop owner and you notice that your top-selling bike is no longer converting. When you check the “Landing pages” page, you see that the product landing page has been broken since last week. With this insight, you can work with your webmaster to fix the landing page and get your conversions back up. Review your landing page performance from Shopping campaigns on the “Landing pages” page in Google Ads Learn more about optimizing your landing pages here. Posted by Prashant Nair, Product Manager, Google Ads
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  4. 4
    Simplifying portfolio bid strategies
    June 19, 2019
    Portfolio bid strategies are automated, goal-driven strategies that help you optimize bids across multiple campaigns. Based on extensive feedback, we’re streamlining and simplifying two strategies in July. First, we are removing the ability to create Enhanced CPC portfolio strategies. Enable Enhanced CPC directly for individual campaigns instead of using a portfolio strategy. Enhanced CPC on individual campaigns provides the same benefits as portfolio strategies. Individual campaigns are also far more widely used. Later this year, Enhanced CPC portfolios will be converted into individual Enhanced CPC campaigns. Many of you have told us the target spend setting was confusing and that average daily budgets were more useful and straightforward. We’ve listened to your feedback. Moving forward, the target spend setting will no longer be available for new Maximize clicks portfolios. Average daily budgets will be the way to determine spend for campaigns using Maximize clicks portfolio. Later this year, our systems will remove legacy target spend settings and instead use your average daily budget to manage spend. These changes along with the recent deprecation of Target Search Page Location and Target Outranking Share bid strategies are an effort to streamline and simplify your bidding options. Below is a summary of the changes and the recommended replacements: Product Recommended Replacement Portfolio ECPC ECPC at the campaign level Target spend setting for Max Clicks Campaign daily budgets Target Search Page Location Target Outranking Share Target Impression Share bidding strategy   Posted by Sagar Shah, Product Manager, Google Ads
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  5. 5
    Choose which conversion actions to bid for at the campaign level
    June 6, 2019
    Conversion tracking is critical to your success in online marketing. Setting up conversion tracking allows you to see the valuable actions that users take after interacting with your ad, like purchases, sign ups, and phone calls. We announced campaign-level conversion settings at Google Marketing Live. Today, this feature is available in all accounts for search and display campaigns. Support for video campaigns will be coming later this year. You can now choose which conversion actions to include in the “Conversions” column at the campaign level. This gives you the ability to override the default account level setting and decide what actions to use to optimize bids for each campaign. You’ll still be able to see all the conversion actions reported in the  “All conversions” column.  If you want to optimize a campaign for multiple conversion actions, you can place them in a “Conversion actions set” and share it across other campaigns intended to drive the same goals. Previously, your “Conversions” column selections applied to all campaigns in your account. This meant that if you had multiple campaigns intended to drive different goals, perhaps with independent marketing budgets, you’d need to create multiple accounts in order to optimize them separately. Now, you’ll no longer be required to create multiple accounts when you have campaigns with different goals. For example, suppose you’re a hotel group with separate marketing budgets for the different chains of hotels, and different campaigns targeting online bookings for separate chains. Now you can simply choose the corresponding conversion action(s) for each chain and ensure their budgets are delivering the valuable actions they were intended to drive. This saves you time, makes it easier to manage your bids within one account, and gives you more flexibility to use Smart Bidding.   Best Practice: This feature should be used when your campaigns are aiming to capture different conversion types. If you have proper values setup for different conversion types that are valuable to your business across all campaigns in your account, you should simply use Target ROAS.   To learn more about how to select conversion actions at the campaign level and create conversion sets, visit the Help Center. Posted by Tal Akabas, Product Manager, Search Ads
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  6. 6
    From Target Search Page Location and Outranking Share to Target Impression Share
    May 28, 2019
    Automated bidding helps marketers scale as consumer journeys become more complex. In fact, more than 70% of all advertisers use Google Ads automated bidding today. To meet your growing needs, we introduced Target Impression Share in November 2018 to help you ensure your brand is showing up when customers are conducting important searches. Target Impression Share offers more flexible and granular controls to optimize for your desired impression share and search page location. And you can use “Absolute top impression share” or “Top impression share” to aim for the top of the page using Target Impression Share. Starting in late June, advertisers will no longer be able to add new Target Search Page Location or Target Outranking Share bid strategies. Later this year, existing campaigns still using these strategies will automatically be migrated to the Target Impression Share strategy based on previous target locations and historical impression share.  Posted by Sagar Shah, Product Manager, Google Ads
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  7. 7
    New recommendations added to optimization score
    May 21, 2019
    Your optimization score helps you prioritize recommended actions for your campaigns so you can achieve your business goals faster and free up more time in your day. Optimization score ranges from 0% - 100%, with 100% meaning your account can perform at its full potential. You can achieve an optimization score of 100% by applying or dismissing the recommendations in your account. You can find your optimization score on the Recommendations page, shown here. The Recommendations page highlights relevant features that can increase the overall performance of your campaigns. We’re adding new recommendations to optimization score to include: Target ROAS and Target Impression Share Smart Bidding suggestions to help you reach your goals by bidding more efficiently. Bid adjustment recommendations for Affinity audiences, demographics, and In-market audiences. Seasonal budget recommendations that suggest raising budgets for upcoming traffic increases to avoid missing out on potential customers. Companies are using recommendations to discover opportunities to maximize their account’s potential: Rakuten, Japan’s largest e-commerce site, uses optimization score to improve day-to-day account management and prioritize opportunities with the biggest return. One recommendation prompted Rakuten to switch to a Smart Bidding strategy, which resulted in a 15% profit increase. Marketing agency AnalyticaHouse has a goal of increasing revenue and reach for one of their clients - DeFacto, one of Turkey’s leading fashion and apparel brands. By implementing the Smart Bidding recommendation, they increased revenue by 141% and return on ad spend (ROAS) by 84%. To see your optimization score, navigate to the Recommendations page in your Google Ads account. Use these best practices to maximize your success on Google Ads with optimization score. Posted by Ryan Beauchamp, Product Manager, Google Ads
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  8. 8
    GML 2019 recap of announcements
    May 16, 2019
    That’s a wrap on Google Marketing Live 2019! Earlier this week, Google unveiled the latest innovations to help you connect with your customers and grow your business. Did you catch the livestream? If not, we’ve got you covered. You can watch sessions on-demand at g.co/marketinglive. And here are the top features we announced during the keynote: 1. Stay on-the-go and in-the-know with updates to the Google Ads mobile app Creation and editing of responsive search ads New recommendations and notifications 2. Promote your business locations with new features for Local campaigns New inventory in Google Maps to showcase your locations in more places Local campaigns available to more advertisers, including small businesses 3. Get discovered in more places with Discovery ads 4. Convey your brand with visual and interactive Gallery ads 5. Improve your reach with custom audiences and the audience expansion 6. Connect with consumers through the new Google Shopping experience 7. Reach more shoppers with updates to Shopping AdsExpanded syndication of Showcase Shopping Ads Optimization for store visits available in Smart Shopping Campaigns New buy-online and pickup-in-store capabilities Shopping campaigns with partners for retailers and brand manufacturers 8. Provide customers with a frictionless mobile experience via app deep linking 9. Use Bumper Machine to easily create 6-second bumper ads for YouTube 10. Hit your goals faster with new bidding controls  We’ll continue to post updates on these announcements so stay tuned!
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  9. 9
    New bidding controls to help meet your goals
    May 16, 2019
    As consumer journeys become more complex, it’s more important than ever to help marketers scale with automated solutions. Businesses large and small have been using Google’s Smart Bidding technology to set more precise bids tailored to each and every auction. In fact, more than 70% of all advertisers use Google Ads automated bidding today. And while many of you have told us that Smart Bidding has helped drive better performance, you’ve also asked for more flexibility to reach your business goals. That’s why earlier this week at Google Marketing Live, we unveiled three new bidding innovations: Campaign-level conversion setting: To provide more flexibility and customization within accounts, we’re introducing campaign-level conversions. Previously advertisers could set any conversion goals at the account level. However, that meant that all campaigns within that account would be tied to the same set of goals. Advertisers will now be able to map relevant conversion goals at the campaign level. This will be especially useful for accounts that have clearly differentiated campaign goals (e.g., campaigns representing different lines of business or distinct marketing budgets). Seasonality adjustments: While Smart Bidding incorporates seasonality, we’ve heard the need for more controls to account for ad hoc events like one-time promotions. That’s why we’re introducing seasonality adjustments. For example, if you know that your conversion rates will spike due to an upcoming promotion, you can schedule an appropriate adjustment for that period. Maximize conversion value: We’ve announced a new bidding strategy, Maximize conversion value. Up until now, bidding strategies around conversion value were largely focused on efficiency (e.g., Target ROAS). We understand many advertisers are more focused on volume and growth. Maximize conversion value allows an advertiser to optimize for the most conversion value within a specified budget.   Value rules: Finally, we’ll be introducing value rules in the coming months. We understand that conversions are not always valued equally. Value rules will let advertisers differentiate conversion values based on characteristics like location, device and audience. This will allow you to customize conversion values so they align more closely with your business goals. These are just a few of the announcements made at Google Marketing Live this week. Check out the Google Marketing Live site to see these and all the other products we announced. Posted by Anthony Chavez, Director, Product Management  
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  10. 10
    Google Marketing Live: Building for the new consumer journey
    May 14, 2019
    Today, mobile phones allow people to engage more often, in more ways, and from more places than ever. This means the once linear path from discovery to consideration to purchase has not only evolved, but is always evolving. Consider a woman from a recent study, who spent 73 days and interacted with more than 250 touchpoints (searches, video views, and page views) before purchasing a single pair of jeans. She visited several blogs, browsed large merchant sites, searched for local retailers, and watched product reviews on YouTube. Like many of today’s consumers, she wanted to enjoy her time shopping, engaged with brands that inspired her, and narrowed limitless choices before picking the perfect pair. In a world where we have less time and more options, it’s crucial for brands to anticipate what consumers need in order to stand out. But just because the customer journey is complex doesn’t mean delivering useful experiences has to be. Whether you’re a scrappy entrepreneur or a large company, your marketing goals remains the same: reaching people at the right moments with the right offer. At Google Marketing Live, you’ll hear directly from our ads teams about the latest products designed to help you do just that. We’ll show how ads can be there, be useful, and be responsible—unlocking more opportunities for you to connect with your customers and grow your business. Join us live today at 9am PT (12pm ET): g.co/marketingliveand get a front row seat for our biggest announcements. Get discovered in more places People turn to Google to communicate, find answers and stay entertained. And increasingly, they’re swiping and scrolling through feeds as part of that journey—whether it’s browsing videos in the YouTube home feed, checking timely offers in the Gmail Promotions tab or swiping through Discover to catch up on the latest news. These are opportunities for brands to engage them when it matters. In a recent Google / Ipsos study, we saw that 76 percent of consumers enjoy making unexpected discoveries when shopping. And 85 percent of consumers will take a product-related action within 24 hours of discovering a product: reading reviews, comparing prices or purchasing the product—sometimes all at once! Today, we’re introducing Discovery ads. Rolling out to all advertisers globally later this year, Discovery ads are a new way to reach people across Google properties in the moments when they’re open to discovering your products and services. Rich and relevant creative: Inspire consumers with an open canvas showcasing your brand or products in a swipeable image carousel, rendered natively across each Google property. Results: By combining this incredible reach and creative canvas with Google’s understanding of intent, you can be confident you’re anticipating what your customers want and delivering the results you care about. Unmatched reach: Reach hundreds of millions of people across the YouTube home feed, the Gmail Promotions and Social tabs, and the feed in Discover using a single campaign. “Discovery has created a great opportunity for us to easily drive growth at scale for our brands beyond what we thought was possible with Google," says Daniel Pahl, VP of Media and Acquisition at TechStyle. "It's definitely outperformed my expectations in driving high-value leads and signups. We're now able to inspire a completely new audience to action.” Indeed, high-quality creative can be a great way to showcase your brand and set your products and services apart by highlighting what it’s like to use them. That’s why later this year we’re launching Gallery ads: a new search ads format that brings more of your content to the Search results page. By combining search intent with a more interactive visual format, gallery ads make it easier for you to communicate what your brand has to offer. We’ve found that, on average, ad groups including one or more gallery ad have up to 25 percent more interactions—paid clicks or swipes—at the absolute top of the mobile Search results page. Today, we’re bringing Showcase Shopping ads—a highly visual ad format that incorporates rich lifestyle imagery into your Shopping ads—to even more surfaces like Google Images, the feed on Discover, and soon YouTube—places where we know people are looking for inspiration and ideas. The new Google Shopping This year we’re unveiling a redesigned Google Shopping experience with new, immersive ways for shoppers to discover and compare millions of products from thousands of stores. When they’re ready to buy, they can choose to purchase online, in a nearby store, and now directly on Google. For retailers and brands, it brings together ads, local and transactions in one place to help them connect with consumers across their shopping journey. Shoppers will have a personalized homepage on the Shopping tab where they can filter based on features they care about and brands they love, read reviews and even watch videos about the products. For example, if they’re looking for headphones, they can filter for wireless and the brand they’re looking for. The blue shopping cart on the item shows shoppers they can purchase what they want with simple returns and customer support, backed by a Google guarantee. People can buy confidently, knowing Google is there to help if they don’t get what they were expecting, their order is late, or they have issues getting a refund. With this new experience, we’re merging the best of Google Express with Google Shopping. If you’re a Shopping Actions merchant, your products will automatically be part of this new easy purchase experience on Google Shopping, Google.com and the Google Assistant. Later this year, we’ll expand Shopping Actions to other Google surfaces including YouTube and Google Images. Frictionless mobile experiences For many of you, your businesses span mobile web and apps, and directing your customer to the right experience is critical to acquiring new customers and building loyalty with existing ones. That’s why, over the next few weeks, we'll enable app deep linking from Google Ads and offer more robust reporting across web and apps. Your app users will be taken directly from your Search, Display and Shopping ads directly to the relevant page in your mobile app, if they have your app already installed. This means your customers will be able to complete their desired action—buy something, book a trip or order food delivery—in a way that’s optimized for the destination that drives the highest value for your brand. This delivers a better experience for your loyal customers while improving insight and measurement for you. Early tests have been promising—on average, deep linked ad experiences drove 2X the conversion rates. Magalu, one of Brazil’s largest retail companies, is seeing the benefits of this first-hand. Magalu recognized that its app was growing in popularity. By enabling deep linking, loyal customers who tapped on a Magalu ad were taken directly to the mobile app they already have installed, resulting in more than 40 percent growth in overall mobile purchases. Tune in to see more Join us today at 9am PT (12pm ET) for even more announcements, consumer insights and in-depth looks at how to use our latest products. Whether you’re joining us in San Francisco or watching at home on the live stream, we’re grateful and honored to be on this journey with you. See you at Google Marketing Live! Posted by Prabhakar Raghavan, Senior Vice President of Ads
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  11. 11
    New Performance Planner coming to Google Ads
    May 13, 2019
    On average, we have seen that advertisers can drive 43% more conversions by using Performance Planner to better plan their Google Ads spend. The Performance Planner identifies the best spend amounts for your campaigns to drive incremental conversions. For example, let’s say you have a $92,000 monthly budget across 100 Search campaigns. The planner will recommend how to distribute that $92,000 across those Search campaigns to maximize conversions and project results from these changes in your forecast.  (Avg. CPA in image is shown for illustrative purposes only) You can also use the planner to try other adjustments (e.g., different spend levels, CPAs) by clicking on the different spend points to see resulting changes in conversions. For example, you can see the difference in conversion volume you could receive at a $12 CPA against a $20 CPA.  Within your plan, you can dive deeper into campaigns. You can view a campaign-level forecast, and allocate spend accordingly to that campaign. You can even add keywords to see how new terms would affect potential performance.  (Avg. CPA in image is shown for illustrative purposes only) Changes are not automatically implemented. You can implement the changes by downloading a file and using the Google Ads Editor. Posted by Ahmad Ismail, Product Manager, Google Ads
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