Join Learn with Google at SES in San Francisco!

If you're planning on attending Search Engine Strategies San Francisco in August, stop by our in-conference Learn with Google event, Search and Beyond with Google AdWords and DoubleClick, to learn how Google makes the web work for you. We'll have speakers across Google Search, the Google Display Network, and DoubleClick Search, with question and answer sessions following each presentation.

Tuesday, August 14

• Hear about recent enhancements to Google AdWords, Google Display Network and DoubleClick Search, as well as real-world examples of how these new solutions are already helping businesses solve some of their biggest challenges, presented by Ariel Bardin, Product Management Director - Google Search Ads
• Dive deep on how you can win the moments that matter with effective AdWords social, mobile and local solutions to reach your users, presented by Shannon Snow, Head of Industry - Education
• Learn about how DoubleClick Search helps marketers and agencies running some of the world's largest search campaigns more efficiently and effectitvely with Anthony Chavez, Senior Product Manager - DoubleClick Search
• Close the day with David Monsees, Product Manager - Google Display Network, to hear about how you can use the power of display advertising to extend the impact of your search campaigns with remarketing and contextual targeting

Wednesday, August 15

• During How to Win with Google & Bing, Ryan Gibson, Manager on the Agency business Development Team, will join the discussion on best practices for optimizing your campaigns, keywords, match-types, ads, bids, targeting, landing pages and quality scores for each network and highlight the most important differences that can make all the difference in highly-competitive markets
• Learn about Better SEM in a Cross-Channel World with Head of Emerging Products & Markets Stephen Yap, who will explore what marketers and agencies should expect from the next generation of search management platforms

The full SES agenda can be found here.

Additionally, we'll be offering 20-minute account optimization sessions with Google AdWords specialists, and 20-minute product demonstrations with DoubleClick Search specialists. If you’re interested in learning more about new features or best practices, let us know by filling out the form here. The deadline to sign up is Wednesday, August 8, 2012.

Still haven’t registered? We're happy to offer advertisers a promotional code for 20% off when you buy a Conference pass to SES SF. Reference our discount code 20GOOG upon registration.

If past conferences are anything to go by, this should be a fun and educational event, with lots of folks to meet, contacts to make, and tips and tricks to learn. We hope to see you there!

Posted by Katie Miller, Google Ads Team

Introducing the Multi-Channel Funnels Reporting API

Measuring how marketing efforts influence conversions can be difficult, especially when your customers interact with multiple marketing channels over time before converting. Last fall, we launched Multi-Channel Funnels in Google Analytics, a new set of reports that help shed light on the full path users follow to conversion, rather than just the last click. One request we’ve had since the beginning was to make this data available via an API to allow developers to extend and automate use cases with the data. So today we’re releasing the new Google Analytics Multi-Channel Funnels Reporting API.

The API allows you to query for metrics like Assisted Conversions, First Interactions Conversions, and Last Interaction conversions, as well as Top Paths, Path Length and Time Lag, to incorporate conversion path data into your applications. Key use cases we’ve seen so far involve combining this conversion path data with other data sources, such as cost data, creating new visualizations, as well as using this data to automate processes such as bidding.

For example, Cardinal Path used the new Multi-Channel Funnels API, Analytics Canvas ETL (Extract, Transform, Load) and Tableau Software to help their client, C3 Presents, uncover how time and channels affected Lollapalooza ticket sales in an analysis dubbed “MCF DNA.” The outcome was a new visualization, similar to a DNA graph, that helped shed light on how channels appeared throughout the conversion funnel.

MCF DNA Visualization in Tableu Software

In another case, Mazeberry, an analytics company from France, helped their client 123Fleurs decrease customer acquisition costs by 20% by integrating data from the Multi-Channel Funnels API into a new reporting framework. Their application, Mazeberry Express, combines media cost and full conversion path data to provide new Cost Per Acquisition (CPA) and Return on Investment (ROI) metrics that provide a more complete understanding of how online channels are working together to influence conversions.

Mazeberry Express Screenshot - Focus on a Channel

Please note that this functionality only works with the new v3.0 API libraries, so you should upgrade now if you haven’t already (see our migration guide). We look forward to seeing how you make use of this new data source.


Posted by John Huang, Software Engineer

Olympics Post - Be Social from Switzerland

With the Games of the XXX Olympiad well underway, so is my Olympics series. In the words of Vala Afshar, "Don't do social, be S.O.C.I.A.L., which means be sincere, open, collaborative, interested, authentic, and likeable." To coincide with the festivities in London, I am featuring experts from around the world who will share their insights and answer questions about social media. Tune in every couple of days to see which country will be represented and who will be featured. And if you want to comment during the Olympics on Twitter or elsewhere in social media, don't forget to use the hashtag #London2012.

Today's expert is Olga Henggi, a Business/Life Consultant and English Language Trainer in Basel, Switzerland.She provides customized business and communications strategies in both German and English. You can connect with Olga on Twitter @olgahenggi.

Which social network is most popular in your country?

Facebook, XING, and LinkedIn are the most popular social networking platforms in Switzerland. As of March 2012, XING had more than 12 million members worldwide who use the site to boost their businesses, jobs, and careers. The platform is operated by XING AG, which was founded in Hamburg, Germany, in 2003. While XING and LinkedIn are normally used by business people, according to some reports, nearly one in three is on Facebook. In fact, 82% of Swiss in the 18-63-year-old demographic are on Facebook.

How are your country’s legislators dealing with the privacy issue resulting from social media?

Swiss legislators often have very little personal experience regarding social networking and social media. For this reason, they tend to protect privacy rather strictly.

What three ways are major businesses in your country using social media as a marketing tool to promote products or services?

There are three that stand out: [1] UBS (financial services industry), [2] SBBCFF Cargo (railway, transportation industry) with its online social media newsroom, and [3] Corum (watches).

What is the most valuable social media advice you can offer?

Be focused and keep moving forward. If you employ a ghostwriter for a corporate blog, involve that person 100% in your business.

In what ways will smartphones and tablets further evolve in your country?

It’s difficult to say at this moment in time, but the Swiss are well-equipped. Teachers sometimes have problems at school because children use their smartphones at school. Also, some companies ban online access so that employees have fewer distractions while at work. But people are connected on the social web.

NEXT POST WILL FEATURE CANADA.

Learn with Google Webinar: Great Content Discovery on YouTube

What great content does YouTube have to offer? How can you easily find it? Please join us for this installment of the Just Add YouTube webinar series.  We will share the masses of quality content YouTube has and will show how you can advertise against it.  Hosted by the UK Webinar team, but anyone can register!  

See the upcoming webinars, as well as previous recordings, at google.co.uk/ads/webinars

Register Now!

What: Learn with Google Webinar: Great Content Discovery on YouTube
When: Tuesday July 31st, 3PM GMT (UK time) 

Posted by Allison Sommer, Google Ads Team

Olympics Post - Be Social from Japan

With the Opening Ceremonies history, the London Olympics are well underway, and so is my Olympics series. In the words of Vala Afshar, "Don't do social, be S.O.C.I.A.L., which means be sincere, open, collaborative, interested, authentic, and likeable." During the Olympics, I am featuring experts from around the world who will share their insights and answer questions about social media. Tune in every couple of days to see which country will be represented and who will be featured. And if you want to comment during the Olympics on Twitter or elsewhere in social media, don't forget to use the hashtag #London2012.

Today's expert is Saul Fleischman, a specialist in social media apps and marketing communications, and owner of OsakaBentures in Japan. You can connect with Saul on Twitter @osakasaul.

Which social network is most popular in your country?

While Mixi has the most registered users in Japan, I read that 40% have not checked in once during the last month. If you’re not familiar with the site, here are the details: http://mixi.co.jp/en/about. Of course, Facebook is huge too. The ability to set the user interface, pop-ups, and buttons into Japanese (from English) is crucial for the Japanese audience.

What ways are major businesses in your country using social media as a marketing tool to promote products or services?

I am disappointed when major businesses use social media to broadcast to the public and miss the chance to engage – this happens when they adopt the “us vs. them” mindset. No one likes being talked at. I tend to see more engagement from small startups. I am working on a new social site, RiteTag, which is currently in beta (http://www.ritetag.com). Once users apply with their Twitter sign-in details, they will discover hashtags, categories, or topics all on one page, based on the number of times the tags have been used.

What is the most valuable social media advice you can offer?

It takes knowledge of what a business really does for its customers to represent the entity in social media. It’s not a task to pawn off on a third-party who will “provide content for your stream.” This will not engage the audience you need to keep talking with you.

NEXT POST WILL FEATURE SWITZERLAND.

Olympics Post - Be Social from Mexico

With the 2012 London Olympics now underway, in the spirit of international goodwill, I would like to present something unique on my blog during the Olympics. In the words of Vala Afshar, "Don't do social, be S.O.C.I.A.L., which means be sincere, open, collaborative, interested, authentic, and likeable." So, during the Olympics, I am featuring experts from around the world who will share their insights and answer questions about social media. Tune in every couple of days to see which country will be represented and who will be featured. And if you want to comment during the Olympics on Twitter or elsewhere on social media, don't forget to use the hashtag #London2012.

Today's expert is Edna Campos, a Social Media Marketing Consultant based in Mexico and founder of Riolan Virtual Business Solutions. She helps small businesses and entrepreneurs create a solid online presence. You can connect with Edna on Twitter @RiolanVirtualBS.

Which social network is most popular in your country?

Facebook is the most popular with 35,602,820 users – followed by YouTube and Twitter.

How are your country’s legislators dealing with the privacy issue resulting from social media?

Our country issued the final version of its Regulations of the Federal Law for the Protection of Personal Data Held by Private Parties. However, it applies mostly for businesses, eCommerce and other websites, and for all professions in which personal or sensitive written or digital data is handled. The updates to the first draft include:

(1) Clarification of notice and consent requirements.

(2) Changes to restrictions on cloud computing.

(3) Updates to requirements regarding data transfers.

(4) Clarifications regarding data subjects’ rights.

Regarding social media marketing, unfortunately, there are still no regulations whatsoever. The elected president Enrique Peña Nieto had been working on a draft. We'll know more next year when he becomes president.

What three ways are major businesses in your country using social media as a marketing tool to promote products or services?

(1) Running frequent contests – Blackberry is a good example.

(2) Buzzing about social causes (with the environment, working with communities, how businesses collaborate with employees, suppliers, etc.) – Ford is a good example.

(3) Strengthening trust and confidence with users – Coca-Cola is a good example.

What is the most valuable social media advice you can offer?

I believe in planting as many seeds as possible (Guy Kawasaki’s quote), listen carefully to your audience. It’s not about you anymore, but about your audience's likes, wants, problems or concerns. Also, be consistent and genuine.

In what ways will smartphones and tablets further evolve in your country?

While smartphone usage has doubled compared to 2010, currently, smartphones are used in a very small percentage to make online purchases. Most of the activities are for search purposes and to connect with friends through social media and gaming.

NEXT POST WILL FEATURE JAPAN.

Online Expenditures in the Multicultural Marketplace

How much money do members of different cultural groups spend online in an average month? What percentage of their purchases does that represent? These are two of the questions addressed with culturally diverse consumers in the 2012 multicultural marketing study of the Center for Hispanic Marketing Communication of Florida State University in cooperation with Research Now.

Monthly expenditures online differ in a somewhat predictable and interesting way as can be seen in the chart below.



Asians in the US indicate they spend about $125 dollars making purchases online and this mean is statistically different from that of all other groups. There was not a statistically significant difference among Non Hispanic Whites, African Americans and Hispanics. The affluence of US Asians and their proclivity for online shopping may account for this difference. Still the amount of money of the three other cultural groups is substantive as well.

Interestingly, the proportion of purchases reported did not differ statistically among most groups as seen in the chart below, except that non Hispanic Whites reported a somewhat lower proportion of monthly online purchases than the other three groups..



The overall trends are notable because many marketers have not realized that once online consumers of all groups tend to spend about the same amount on online purchases. Thus, online marketing should be directed to each of these groups emphasizing the unique cultural relevance of the product or service.  Basically, once online there does not seem to be a dominant group to whom messages need to be directed.  In the average, all these consumers are spending similar amounts. Notably, Asians tend to stand out as online shoppers because of their affluence, and non Hispanic Whites by being somewhat less eager to purchase online. This latter finding is counterintuitive because the expectation has generally been that non Hispanic Whites would be more likely to be active online. Things are changing as we can see.

We also asked respondents to tell us about how many miles they would be willing to drive to make an ordinary purchase at a physical store. Below are the results.


As we can see Asians are least willing to drive/travel to make purchases in a physical store, while African Americans indicate they are willing to drive the longest distances. Hispanics and non Hispanic Whites are statistically intermediate in terms of the distances they are willing to drive. As shopping online becomes more prevalent, the convenience of not having to drive long distances to make a purchase is becoming prevalent among all cultural groups and more pronouncedly for Asians.

Are those less willing to drive more likely to find the tax advantage still available online more appealing?  I computed the correlations between the willingness to drive to make purchases and the data for the question “I purchase products online to save the money I would have to pay for State taxes.”  The correlation was -.032 or basically “zero,” meaning that lack of willingness to drive and the motivation to save State tax money are unrelated. People seem to make their purchases online because of convenience, regardless of cultural group. On a six point scale from zero to 5, respondents in this study gave an overall 3.62 to the statement “I shop online for the convenience of it” and there were no statistical differences among the cultural groups.

The moral of the story being told by these data is that online shopping takes an important part in our multicultural society and that marketers need to pay attention by vesting cultural attention in their emerging online clientele.

The data for this study was collected by Research Now of Dallas, Texas, thanks to the generous initiative of Ms. Melanie Courtright. Research Now contributed these data to the research efforts of the Center for Hispanic Marketing Communication at Florida State University. This online survey included the responses of 936 Asians, 458 African Americans, 833 Hispanics, and 456 non Hispanic Whites. This national sample had quotas for US region, age, and gender to increase representativeness.

A simpler way to re-connect with your website visitors

Google Analytics has always provided powerful tools to help you better understand your website visitors and improve their experience. Some of you have also started using insights from your website to optimize your remarketing campaigns and re-engage customers who have visited your site. But this has traditionally required you to add a second tag to your site for remarketing, in addition to your existing Google Analytics tag. To simplify the process, we’re rolling out Remarketing with Google Analytics in beta, to help you make the most of those valuable insights.

Remarketing with Google Analytics helps you create remarketing lists based on certain audiences who visit your website and show interest in your products, without having to tag your site twice. This can help you more easily create remarketing campaigns to show ads across the Google Display Network (GDN). 

We’ll be rolling this beta feature out in waves by the end of the summer to all Google Analytics users who are account administrators with at least one linked Google AdWords account. Once the feature is available to you, you can learn about the steps to enable it in your account by clicking on the "Admin" tab in the upper right corner of Google Analytics, then look for the tab for "Remarketing Lists.”

Remarketing can help improve the relevancy of the ads that users see online. We’re also committed to giving users increased control over the ads they see on Google and across the web with tools like Mute This Ad, the Ads Preferences Manager, and the Google Analytics Opt-out.

To learn more about Google’s suite of remarketing tools, please visit the AdWords blog here.

Happy analyzing... and happy remarketing!

Posted by Jesse Savage, Product Manager