‘Purchases on Google’ Shopping ads test is running on iOS devices

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Google appears to be testing Purchases on Google ads on iOS devices.
Purchases on Google ads enable consumers to buy products shown in Google Shopping ads right from Google-hosted landing pages when users have payments set up through their Google accounts. The product launched in pilot on Android devices in 2015 and opened up in beta to US advertisers this spring.
Below are a couple of examples of the Purchases on Google ads we spotted this morning on iOS. Each is slugged with “Easy checkout.”

It’s not clear how long these ads have been available on iOS. With the initial pilot launch in 2015, Google said Purchases on Google would come to iOS in the “coming months,” but it appears to have taken much longer than that, perhaps closer to the beta opening up. We’ve asked Google for comment and will update here if and when we get a response. Update: We received confirmation that these ads have been available on

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The lowdown on driving app downloads with Universal App campaigns

Universal App campaigns (UAC) help you find new app users across Google’s largest properties: Google Play, Search, YouTube and Gmail, as well as millions of websites and apps across the Google Display Network. Back in August, Google (my employer) announced that all app install campaigns in AdWords are becoming UACs.
Whether you’re starting UACs for the first time or are looking to get the most out of existing UACs, here are some best practices that I’ve discovered from talking with a bunch of other Googlers.
Getting up and running with UAC
The first key step is defining your goal. You’ll need to set a target based on one of these key performance indicators:

If you care about different metrics in different situations, create separate campaigns for each desired outcome.
From there, you’ll need to set up a few more items:

A daily budget. When you’re driving installs, this should be your target CPI multiplied by the number of daily installs you want (shoot

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Apple Search Ads expanding to Canada, Mexico & Switzerland

The Apple App Store has announced it is expanding support for Search Ads into Canada, Mexico and Switzerland.
Apple released Search Ads for the App Store a little over a year ago, with previous support limited to the US, the UK, New Zealand and Australia.
Apple’s Search Ad product is the iOS version of what Google Play has offered in its store for Android devices since 2015. Both are aimed at driving app discovery by users.
Search Ads are generated automatically from app metadata, with advertisers setting a daily or total campaign budget. Ads appear based on keyword searches specified by advertisers, along with demographic segments such as gender, age and location. Advertisers can also separate bids by device: one bid for iPhone users, another for iPad users.
A hands-on review of Apple’s Search Ads upon its release in the UK outlines the pros and cons of the platform, along with some items to look out for.
Apple is still offering a $100 USD

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AdWords app-install campaigns to sunset as Universal App Campaigns take over

Google launched Universal App Campaigns (UAC) roughly two years ago to help developers drive app downloads. UAC has co-existed with AdWords app-install campaigns since that time.
Now the company is moving all app-install ads under the umbrella of UAC. Google said that as of October 16, all app-install campaigns will run as UAC ads. All current app-install campaigns will stop running on November 15; so developers and publishers need to convert their campaigns accordingly. (Google’s blog post has instructions on how to do this.)
The two types of mobile-app campaigns offered different features and capabilities, with some distribution overlap. AdWords app-install ads offered more direct control over placements (single channel, multichannel) and bidding (CPC, CPI and so on) but were also more complex to create and manage.
UAC ads are automatically distributed across multiple Google channels (search, GDN, YouTube, AdMob and Google Play) and use a CPA model. UAC radically simplifies ad creation and optimization with automation and machine learning.

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Apple expanding successful Search Ads to three new English-speaking markets

Apple launched app-store Search Ads in October 2016. Since that time they’ve received praise from developers as a high-converting, high-value app discovery tool.
Today the company is announcing that Search Ads will become available in the UK, Australia and NZ. The booking UI opens today and ad serving begins on April 25. Developers running campaigns in the US will be able to clone their ads for the new markets.
AppsFlyer issued the following assessment about Search Ads’ performance in a report issued earlier this year:
[Apple had] the best retention in iOS North America, while proving their ability to scale with the third highest number of installs of non-gaming apps. With the strongest debut index performance we have seen to date, Apple came in #3 in the Power Ranking in question.
Beyond strong retention metrics, Apple said that, on average, its Search Ads are seeing conversion rates of greater than 50 percent, meaning that half the time a user clicks an

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Google testing new look for local inventory ads in place of local pack

Google appears to be running a limited test for local inventory ads (LIA) on mobile that looks like a shopping ad-ification of the Local Pack.
Spotted on mobile by Mike Blumenthal on a search for “engagement rings Buffalo,” the result shows a map with a couple of LIAs below it where local pack results would typically show. I have been able to replicate the result in the Google mobile app. Here the ads are for two different rings at two different Kohl’s locations in the area, signified by the respective shopping icons on the map above the ads. Clicking on either ad takes the user to the local inventory ad landing page hosted by Google.

For comparison, here’s the result I see using Safari on mobile for “engagement rings Rochester” (the same search with “Bufflalo” looked similar). The result shows an all-organic local pack with listings for three independent jewelry stores.

When introducing new promoted places ads in Maps last spring,

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Retailers testing Google Maps mobile Promoted Places ads include MAC Cosmetics, Starbucks, Walgreens

Google is continuing to test its new promoted pin ads — now formally dubbed Promoted Places — in Google Maps with a small group of retailers. The pilot is running in the Google Maps app on Android devices.
First announced publicly in March, Promoted Places ads can appear in the Google Maps app when users are looking at maps of the surrounding area; users don’t need to have searched for the retailer. Promoted pins appear with the retailer’s logo on the map instead of a general category icon.
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Clicks on a branded pin pull up a banner at the bottom of the screen showing an “Ad” icon next to promotional text and an image. Users can click again to view the business’s place page.

Click to enlarge
In addition to Walgreens, which was a launch partner, MAC Cosmetics and Starbuck are among the retailers participating in the pilot.
MAC is testing the ads to promote new products, according to

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Google launches its giant mobile search ads for automakers in the US

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Google is launching its specialized mobile search ads for automotive manufacturers and dealers. First announced in beta last May, Model Automotive ads and Dealer Automotive ads are now available to eligible advertisers in the US.
Original equipment manufacturer (OEM) automotive advertisers can run Model Automotive ads on searches for auto makes and models. The ads feature large-format images, performance details and links to the manufacturer’s website, nearby dealers and other information. 
Toyota and Ford are currently running the new ad formats for some models. Google says engagement rates on Model Automotive ads have shown to be 30 percent higher on average compared to standard text ads. “Across our core line of car models, we’ve seen a 45-percent increase in conversion events and a 30-percent decrease in CPA compared to standard text ads,” Dionne Colvin-Lovely, director of traditional and new media for Toyota Motor Sales, USA, said in a statement.
The Dealer Automotive ads are available to franchise and authorized auto dealerships in the US.

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Google launches Trial Run Ads for apps in search results to let users play before installing

It was only a matter of time before Google brought app streaming to search ads. In the next few weeks, ads in Android search results will allow users to take games for a test drive before choosing whether to download them. The announcement was among several Google is unveiling on Monday during its Developer Day at Game Developer Conference in San Francisco.
AdWords Search Trial Run Ads will start appearing in Google search results within the next few weeks. The ads will have a “Try now” button in addition to a download button. Users who opt to try the app, will be able to play the game for up to 10 minutes before deciding whether to download it from the Google Play store.

Google began rolling out app streaming in organic search results more widely on Android devices earlier this year, with the “Try now” option to preview an app before downloading it. With so few apps ever used after being downloaded (Google says its just

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Search Spend Rose 20 Percent On Thanksgiving, Flat On Black Friday From A Year Ago

Thanksgiving is becoming an e-commerce event all its own. Search spend increased 19.6 percent on Thanksgiving day but remained relatively flat on Black Friday, according to Kenshoo.
From the first of the month through Black Friday, paid search spend ticked up up a modest 3.7 percent, compared to a year ago, between November 1 and Black Friday, November 27.
That spend increase, no surprise, was driven largely by Shopping campaigns and mobile. Product Listing Ad (PLA) spend rose 35 percent compared to the same period last year. Mobile search spend increased 64 percent.
Mobile Click And Conversion Share Increasing
Mobile’s click share cut into both desktop and tablet share. For the full period, mobile drove nearly half of all paid search clicks and over half on the key Thanksgiving and Black Friday shopping days.
Source: Kenshoo. Nov. 1–27, 2015
Conversion rates on mobile still don’t rival desktop but improved over 2014 and generated nearly a quarter of all paid search sales during the period.
Black Friday In The UK
As

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