With just ahead of holidays, Google is providing an inside look into what the search giant expects to see this year about mobile search trends and shopper foot traffic on Black Friday, through a new infographic titled “What Google Data Reveals About Black Friday Shoppers.”
In addition three new innovations making holiday app campaigns more engaging and effective is introduced as well.
Advertisers using Universal App Campaigns with ‘AutoDirector’, can create immersive and engaging video ads.
“AutoDirector automatically gathers your app’s description and ratings, selects the best images of app from the App Store or Google Play, and even picks the music to give your app a soundtrack,” Google explains. Adding, the machine learning models behind-the-scenes figure out “which version of those videos gets more people to install and engage with your app across YouTube and the 1M+ apps in the Google Display Network.”
A exclusively new ad placement in Google Play for advertisers running UAC, that show ads in a carousel alongside other app recommendations in Play store is announced. Google encourage advertisers to monitor their campaigns because there may be some changes in “performance and delivery,” with these new placements rolling out.
Android developers using in-app billing can now count in-app purchases as conversions in AdWords without any technical integration, and by using UAC, “they can automatically find out users more likely to make an in-app purchase.”
Furthermore, Android and iOS developers can also define any in-app actions that matter them most to find new users who are likely to take those actions —” with AdWords through Firebase Analytics or other third-party measurement providers.”
Google is integrating two new reports just in time for holiday shopping to help marketers understand where their store visits come from through “new distance” and “location” reports.
Store Visits data into AdWords reporting will be available in the geographic and user location reports, accessible from the Settings tab -> Locations tab -> “View location reports”.
With Store Vistis data, advertisers can see which areas are driving the most ad clicks and highest volume of store visits, as well as drill down to postal code level within these reports. This insight helps best to decide whether to “increase budget and bidding investment in those areas.”
While, the second ‘Distance report’, located under Dimensions tab, shows store visits based on how far away people are from a store location (as indicated by an advertiser’s location extensions) when they search and clicked on an ad.
Store visits distance reporting is available now for retailers who have enough ad clicks and in-store traffic volume in Search campaigns. and it will be rolling out to “Shopping campaigns soon,” Google writes.
Here is the infographic highlighting more insights on Black Friday and Thanksgiving shopping: