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1. 
   App campaign asset updates

   October 24, 2019

   App campaigns use your text, image, video and HTML5 assets to deliver relevant ads to app-happy users across Google. Over the coming months, we will update App campaign modeling to attribute traffic to each of your creative assets and improve the way campaigns select and serve asset combinations as ads. This will help you make more informed design decisions, particularly as new App ad inventory goes live on Discover and YouTube Search. Advertisers with active App campaigns will automatically adopt these updates, so no action is required from you. While we do not anticipate adverse impact to your App campaigns’ performance, you might see some shifts in your asset reporting metrics. Check out our creative best practices to get more out of these improvements as they roll out. Posted by Duo Wu, Product Manager, App Ads

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2. 2

   Responsive search ads are now available to all advertisers, along with new tools

   October 22, 2019

   Responsive search ads use machine learning to deliver relevant messages to your customers. Starting today, responsive search ads are available to all advertisers in all languages, as well as in Google Ads Editor, the API, and the mobile app.  Get started by adding at least one responsive search ad and two expanded text ads per ad group. This has proven to help advertisers reach new customers while delivering great results. For example, Trovit used responsive search ads to drive 44% more incremental site traffic, which resulted in 43% more conversions. To get the most out of your responsive search ads, we’re also introducing two new tools: The Performance column helps identify which of your creative assets are driving results in high volume ad groups. Replace “Low” rated assets with new ad copy to improve performance over time. Keep “Good” performing assets and use “Best” performing assets as inspiration for new ad creative. Ad variations now supports responsive search ads, allowing you to run your own ad copy tests and see how different variations of your ads perform. Best practices If you’re looking for more ways to improve performance, we recommend monitoring Ad strength. Best Practice: Advertisers who improve Ad strength for their responsive search ads from 'Poor' to 'Excellent' see 6% more clicks on average.1 Pair Smart Bidding with responsive search ads to help deliver results that are aligned with your business goals. To learn more about creating effective responsive search ads, check out this helpful guide. Posted by Sylvanus Bent, Product Manager, Google Ads     1Google internal data, Global, June 2019

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3. 3

   Understand conversions by time with new columns

   October 17, 2019

   Conversion reporting makes it easy for you to understand the value ads generate for your business. To date, Google Ads has always reported conversions by the date your ad was clicked. For example, let’s say your ad was clicked on last week and that traffic converted this week. In this case, both the click and the conversion are attributed to the date of the click. This helps you accurately measure metrics like cost per conversion or return on ad spend–because ad spend is reported based on the time of the click. Starting today, you can report conversions and conversion values at the time they happened with new “by conversion time” columns. This means that if your ad was clicked on last week and that traffic converted this week, the new “Conversions (by conv. time)” column will now show a conversion for this week. Standard reporting columns will still count the click and conversion in the previous week. Six new columns are available: “Conversions (by conv. time)” “Conv. value (by conv. time)” “Value / Conv. (by conv. time)” “All conv. (by conv. time)” and “All conv. value (by conv. time)” “Value / all conv. (by conv. time)” These columns help you better understand your conversions and make it easier for you to compare the data with your own numbers. For instance, you can compare your metrics in Google Ads with your business’s sales reports to confirm how many products you sold last month. To learn more about “Conversions (by conv. time),” visit the Google Ads Help Center. Posted by Tal Akabas, Product Manager, Search Ads

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4. 4

   Virtual Make-up comes to the YouTube Masthead

   October 15, 2019

   Seeing your product in action helps convert customers eager to try before they buy. This is especially true for beauty brands. Now with the help of augmented reality, trying on lipstick, once only possible in-store, can be done virtually on YouTube. At the Cannes Lions Festival of Creativity this year, we introduced AR Beauty Try-On, which lets viewers virtually try on makeup while following along with YouTube creators using front-facing smartphone cameras. We made AR Beauty Try-On available first through an alpha with FameBit by YouTube, Google’s in-house branded content platform. Today, we are announcing that AR Beauty Try On is available to brands globally in a beta with YouTube Masthead and TrueView video discovery ads. Using this new AR feature, beauty brands will be able to offer realistic, virtual product samples that work on a full range of skin tones, to YouTube’s 2 billion monthly active users, delivered via the YouTube Masthead or TrueView Video Discovery video ads across IOS and Android, and measure their engagement. The Masthead and Trueview Discovery Video ads represent a unique opportunity for advertisers to showcase their brands in the YouTube home feed across devices. Through YouTube’s AR Beauty experience, consumers can browse, virtually try on, and shop for makeup directly. Once viewers tap the mobile Masthead or Trueview Video Discovery ad and enter the watch page, they can use front-facing smartphone cameras to see how new shades of lipstick look with their skin tone and facial features, and even purchase the products from the video. Brands like NARS, a leading cosmetics company, are using AR Beauty Try-On to deliver a more engaging experience that lets users try on different shades of lipstick in real-time. As one of the first brands to run TrueView Discovery video and Masthead ads with the Beauty Try-on feature, NARS has reached over 20 million people to-date in the US, UK, Canada and Australia with the activation. For those that have engaged within the experience, on average they try on more than 2/3 of the 24 lipstick shades featured. That's over half a million shades in total tried on to-date. GIF from NARS AR Beauty Try On Masthead ad Contact your Google sales team for more details on this feature. Posted by Samantha Weissman, Product Manager, AR Beauty

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