Tag Archives: AdWords

Performance Max campaigns launch to all advertisers

In an unpredictable year, change has been a reliable constant. And we’ve seen this clearly in online consumer behavior. For example, Google Image searches for "yard landscaping ideas" have grown globally by over 80% YoY1 as people look for more ways to spruce up their homes. Meanwhile, searches for "best all-inclusive resorts" have grown globally by over 200% YoY2 as people get inspired to travel again.

Thankfully, advertisers don’t have to predict the future to be ready for it. If change is the challenge, automation is the solution businesses and agencies are using to stay ahead of ongoing shifts in consumer demand. Last year, we introduced Performance Max campaigns as a new way to buy Google ads across YouTube, Display, Search, Discover, Gmail and Maps from a single campaign. They complement your keyword-based Search campaigns to help you grow performance across Google’s full range of advertising channels and inventory.

After strong beta results, Performance Max campaigns will roll out to all advertisers around the world starting today. They will also become the next generation of Smart Shopping and Local campaigns, which will both upgrade to Performance Max next year.3

Illustration of six mobile devices lined up next to each other, each showing a different ad example across Google’s channels. From left to right, they show ads on YouTube, Display, Search, Discover, Gmail and Google Maps. Above the phones are the logos for each.

Performance Max campaigns help you increase conversions across Google’s full range of advertising channels and inventory.

Find more customers where they are

Consumers are moving seamlessly between online experiences to find buying inspiration. 70% of U.S. shoppers report buying from a brand after seeing it on YouTube,4 and 91% of Google feed users say they took some kind of shopping or product-related action immediately after discovering new products, services or brands on their feed.5

Performance Max allows you to promote your business across all Google Ads inventory. As a result, you can show up for more customers and drive more conversions based on your goals. In fact, advertisers that use Performance Max campaigns in their account see an average increase of 13% total incremental conversions at a similar cost per action.6 Whether you’re focused on increasing online sales, generating leads, or growing offline sales, Performance Max helps you achieve your goals in four main ways:

1. Increasing conversions and value: Automation optimizes your budget and bids across channels to help you capture new conversion opportunities in real time.

Performance Max has helped us activate a complementary, full-funnel strategy. Thanks to advanced machine learning capabilities, we’ve been able to gain incremental reach and conversions very efficiently. Inmaculada Lestayo Campos
Digital Marketing Manager, Allianz

2. Finding new customers: Unlock new audience segments by using Google’s real-time understanding of user intent, behavior and context to show up in the right moments with more relevant ads.

Performance Max can be activated quickly and at scale to optimize the web journey and drive more subscriptions. It delivers strong targeting signals for a more competitive CPA and dynamic budget optimization by channel. Guylain Meykiechel
Head of Global Media Strategy, Deezer

3. Gaining richer insights: Performance Max campaigns are now part of the Insights page to help you understand how automation is working and how you can improve your campaign. Using the Combinations report, you can also see how your top-performing assets are being combined to build creatives.

  • Image of the Insights page in Google Ads. The first section shows a line graph in the center with red and blue trend lines going up. There are additional sections titled “Top insights” and “Zoom in on conversion changes within your campaign.”

    Explore the Insights page to understand what’s driving performance.

  • Image of the Insights page in Google Ads. The top of the image includes two cards, each labeled “Audience Insight.” Below the cards is a chart titled “Top audience segments,” with columns for “Audience segment,” “Type,” “Share of conversions” and “Index.” The first three rows of audience segments have a green “Optimized” label next to them, while the last two rows have a blue “Signal” label next to them.

    See which audiences are influencing performance the most — including new audience segments you might not have expected or known about before.

  • Image of the Combinations report in the Google Ads interface, titled “Top image combinations.” Below are six cards, each with a colorful illustration, including a woman with her cat and dog, a dog being examined at the vet, and a dog and cat sleeping on the couch next to each other. An example illustrated logo shows an animal paw superimposed on a shield. Text headlines are: “Get top-rated coverage”, “Pet insurance”, “Protect your pet with trusted insurance” and “Low deductible, includes a 24/6 chat line.” At the bottom right of each card is a blue link to preview each ad.

    See which assets perform the best together in the Combinations report and get ideas for future assets to upload.

4. Working together with automation: Steer automation by providing high-quality creative assets and sharing your expertise about which audiences are most likely to convert.

The results from Performance Max campaigns were amazing. They helped us enter a new market to grow potential customers in a short period. We’d like to roll out Performance Max to other markets as well! Evelyn Zhao
SEA Regional Marketing Manager, SAIC-MG Motors

Get new features designed for retailers and local marketers

Performance Max campaigns allow retailers and local marketers to access new ad inventory and formats not currently available with Smart Shopping or Local campaigns — including on channels like YouTube, Search and Discover. To help you increase sales, Smart Shopping and Local campaigns will both upgrade to Performance Max in 2022. We’ll work closely with you and your partners to get feedback and build the right tools to help you easily transition your campaigns. Stay tuned for more information early next year.

We know the holidays are a critical time of year for your business. You should continue using Smart Shopping and Local campaigns to reach more shoppers across online and in-store experiences this holiday season. However, when the time is right for your business, you can start testing Performance Max campaigns before next year’s campaign upgrades.

Not only did Performance Max outperform our previous Smart Shopping campaigns, but it also took our efficiency to the next level, and allowed us to grow our revenue in a more profitable way. Eric Tsai
VP of Marketing and Business Development, Joybird
Performance Max became such a significant contributor towards our marketing objectives that we are now planning to roll it out across all of our accounts. Simon Achermann
Head of Online, microspot.ch

In the next few months, we’ll introduce new features in Performance Max specifically for retailers and businesses with store locations. For example, you’ll have the option to focus your campaigns to exclusively optimize for new customer acquisition. If you’re a retailer with a local inventory feed, you’ll also see new Search and Maps ad formats powered by your products to help drive more foot traffic to your stores.

Upgrading Smart Shopping and Local campaigns to Performance Max next year will help you get more value from Google Ads while simplifying the number of campaigns you use to achieve your goals. We’ll continue investing in Performance Max and improving our automation technology over time to help you get better results.

To set your Performance Max campaigns up for success, check out our new best practices guide and video. You can also take the Skillshop e-learning course for Performance Max campaigns to get more tips on how to use them to their full potential. And explore the Demystifying Automation interactive demo to learn how different automation technologies can supercharge your marketing capabilities.

1. Google Data, Global English, Jun 22, 2021 - Aug 20, 2021 vs Jun 22, 2020 - Aug 20, 2020
2. Google Data, Global English, Jun 22, 2021 - Aug 20, 2021 vs Jun 22, 2020 - Aug 20, 2020
3. In Europe, Performance Max campaigns can be used with any Comparison Shopping Service (CSS) you work with. The ads will show on general search results pages and on any other surfaces the CSS has opted in to.
4. Google/Talkshoppe, US, whyVideo study, n=2000 A18-64 Genpop video users, Feb 2020
5. Google/Ipsos, Google Feed Consumer Insights, June 2020, Online survey. Americans 18+ who made a discovery on at least one Google feed (feeds defined as Google app, Chrome app, YouTube, Gmail) on a mobile device. Base: Feed users n=1,053
6. Google Data, Global, Ads, July - September 2021

BigCommerce merchants can now reach new customers across Google

Since our earliest days, Google has been devoted to democratizing information and creating helpful resources that are accessible to as many people as possible. We've since extended that ethos to online shopping, building an open and free ecosystem that connects merchants and customers around the world. Starting today, we are making it even easier for BigCommerce’s 60,000 merchants to show up across Google.

BigCommerce works with small, medium and large merchants around the world. With this new integration, BigCommerce merchants of all sizes will be able to easily list their products for free on Google, create ad campaigns and review performance metrics directly in their BigCommerce store. This also means BigCommerce merchants can now integrate with Google’s shopping features across Search, Shopping, Image Search and YouTube.

The future of online shopping is open and free, and by teaming up with partners like BigCommerce we are expanding the opportunities for a global audience of merchants and shoppers.

BigCommerce merchants can now reach new customers across Google

Since our earliest days, Google has been devoted to democratizing information and creating helpful resources that are accessible to as many people as possible. We've since extended that ethos to online shopping, building an open and free ecosystem that connects merchants and customers around the world. Starting today, we are making it even easier for BigCommerce’s 60,000 merchants to show up across Google.

BigCommerce works with small, medium and large merchants around the world. With this new integration, BigCommerce merchants of all sizes will be able to easily list their products for free on Google, create ad campaigns and review performance metrics directly in their BigCommerce store. This also means BigCommerce merchants can now integrate with Google’s shopping features across Search, Shopping, Image Search and YouTube.

The future of online shopping is open and free, and by teaming up with partners like BigCommerce we are expanding the opportunities for a global audience of merchants and shoppers.

What’s next for YouTube, from Advertising Week New York

The pandemic accelerated two changes already underway — the move to streaming, and the move to ecommerce. As the number one streaming platform for ad-supported reach, YouTube is the place where hard-to-reach audiences come to be entertained and connect with creators and content they love. It’s also where audiences come to shop.

Today at Advertising Week New York, we’re sharing new ways to help marketers get ready for what’s coming next in streaming and commerce. We're also hosting a week-long live shopping event on YouTube starting November 15, featuring must-have holiday gifts from Samsung, Verizon and Walmart.

Inspire customers in real time with live shopping

The line between in-store and digital commerce has blurred, and shoppers are looking for inspiration and advice in new places. YouTube creators are at the forefront of this shift, sharing helpful, honest and entertaining shopping content that cuts through the noise. According to a study we ran in partnership with Publicis and TalkShoppe, 89% of viewers agree that YouTube creators give recommendations they can trust. As a result, people who shop on YouTube make faster, more confident purchase decisions — a win-win for both shoppers and brands.

Earlier this year, we started testing an integrated shopping experience that allows viewers to tap into the credibility and knowledge of trusted creators to make informed purchases on YouTube. We initially experimented with shoppable on-demand videos, and now we’re testing shoppable livestreams, too.

A shoppable livestream hosted by Simply Nailogical on a mobile phone

We recently partnered with several top YouTube creators to test our new live shopping features, including Simply Nailogical, who launchedher new nail polish collection to 2.8 million fans on herSimply Not Logical channel, andHyram, who droppedhis new ‘Selfless’ skincare line to 4.5 million fans.

We’ve also tested shoppable livestreams with leading retailers on their channels. Raven Elyse went live to sell her favorite home workout gear and morning routine essentials from Walmart, Sephora beauty directors hosted a live Q&A about makeup foundations, and Target performed a live style haul celebrating fall style.

“We think about YouTube as a connector to our customers — reaching people through inspiration, entertainment, and creativity," says William White, Chief Marketing Officer, Walmart. "At Walmart, we continue to innovate on behalf of the customer, and we are excited about our work together. Through our partnership with YouTube, we will continue to evolve how we link inspiration and commerce.”

Building on the success of these pilots, the YouTube Holiday Stream and Shop will kick off on November 15 with a week of shoppable livestreams. Fans tuning in will be able to score new products, unlock limited time offers, and get their product questions answered through live Q&A and polls with creators and other viewers. To start the week, the Merrell Twins will share their holiday wish list featuring products from Walmart, Samsung and Verizon. Stay tuned for more details as the holidays approach!

Reach more shoppers with connected TV

Last year, streaming households outnumbered cable TV households in the United States for the first time. And according to Comscore, 40% of all ad-supported streaming watch time is happening on YouTube.1

With 60% of YouTube CTV viewers watching with others2, people are connecting more deeply with each other by sharing YouTube content they love on the big screen. This means brands can easily extend the overall reach and impact of their campaigns. And as of this month, U.S. advertisers are able to fully measure their YouTube CTV video investments across YouTube and YouTube TV for an accurate view of true incremental reach and frequency in Comscore Campaign Ratings (CCR). Nielsen Digital Ad Ratings (DAR) CTV measurement is available for YouTube TV and will also be available soon for YouTube CTV in the U.S.

To make YouTube CTV ads more helpful for viewers and drive more online sales or leads for brands, we also recently upgraded Video action campaigns to automatically include CTV inventory. Learn more about how Video action campaigns on TV screens can help grow your business.

A lot has changed in the past year, but our commitment remains the same: we’re here to help your business grow and get ready for what comes next. To learn more about YouTube’s latest viewer insights and product innovations, watch our Advertising Week keynote.

1. Comscore, OTT Intelligence, Dec. 2020, U.S. (According to Comscore, YouTube represents 40% of watch time of all ad-supported streaming services analyzed)
2. Google/Talk Shoppe, United States, whyVideo 2021 study, n=2,000 A18-64 GenPop video users, Survey in field March 26th to April 4th, 2021. (According to Talk Shoppe, 60% of YouTube CTV viewers watch with other people)

What’s next for YouTube, from Advertising Week New York

The pandemic accelerated two changes already underway — the move to streaming, and the move to ecommerce. As the number one streaming platform for ad-supported reach, YouTube is the place where hard-to-reach audiences come to be entertained and connect with creators and content they love. It’s also where audiences come to shop.

Today at Advertising Week New York, we’re sharing new ways to help marketers get ready for what’s coming next in streaming and commerce. We're also hosting a week-long live shopping event on YouTube starting November 15, featuring must-have holiday gifts from Samsung, Verizon and Walmart.

Inspire customers in real time with live shopping

The line between in-store and digital commerce has blurred, and shoppers are looking for inspiration and advice in new places. YouTube creators are at the forefront of this shift, sharing helpful, honest and entertaining shopping content that cuts through the noise. According to a study we ran in partnership with Publicis and TalkShoppe, 89% of viewers agree that YouTube creators give recommendations they can trust. As a result, people who shop on YouTube make faster, more confident purchase decisions — a win-win for both shoppers and brands.

Earlier this year, we started testing an integrated shopping experience that allows viewers to tap into the credibility and knowledge of trusted creators to make informed purchases on YouTube. We initially experimented with shoppable on-demand videos, and now we’re testing shoppable livestreams, too.

A shoppable livestream hosted by Simply Nailogical on a mobile phone

We recently partnered with several top YouTube creators to test our new live shopping features, including Simply Nailogical, who launchedher new nail polish collection to 2.8 million fans on herSimply Not Logical channel, andHyram, who droppedhis new ‘Selfless’ skincare line to 4.5 million fans.

We’ve also tested shoppable livestreams with leading retailers on their channels. Raven Elyse went live to sell her favorite home workout gear and morning routine essentials from Walmart, Sephora beauty directors hosted a live Q&A about makeup foundations, and Target performed a live style haul celebrating fall style.

“We think about YouTube as a connector to our customers — reaching people through inspiration, entertainment, and creativity," says William White, Chief Marketing Officer, Walmart. "At Walmart, we continue to innovate on behalf of the customer, and we are excited about our work together. Through our partnership with YouTube, we will continue to evolve how we link inspiration and commerce.”

Building on the success of these pilots, the YouTube Holiday Stream and Shop will kick off on November 15 with a week of shoppable livestreams. Fans tuning in will be able to score new products, unlock limited time offers, and get their product questions answered through live Q&A and polls with creators and other viewers. To start the week, the Merrell Twins will share their holiday wish list featuring products from Walmart, Samsung and Verizon. Stay tuned for more details as the holidays approach!

Reach more shoppers with connected TV

Last year, streaming households outnumbered cable TV households in the United States for the first time. And according to Comscore, 40% of all ad-supported streaming watch time is happening on YouTube.1

With 60% of YouTube CTV viewers watching with others2, people are connecting more deeply with each other by sharing YouTube content they love on the big screen. This means brands can easily extend the overall reach and impact of their campaigns. And as of this month, U.S. advertisers are able to fully measure their YouTube CTV video investments across YouTube and YouTube TV for an accurate view of true incremental reach and frequency in Comscore Campaign Ratings (CCR). Nielsen Digital Ad Ratings (DAR) CTV measurement is available for YouTube TV and will also be available soon for YouTube CTV in the U.S.

To make YouTube CTV ads more helpful for viewers and drive more online sales or leads for brands, we also recently upgraded Video action campaigns to automatically include CTV inventory. Learn more about how Video action campaigns on TV screens can help grow your business.

A lot has changed in the past year, but our commitment remains the same: we’re here to help your business grow and get ready for what comes next. To learn more about YouTube’s latest viewer insights and product innovations, watch our Advertising Week keynote.

1. Comscore, OTT Intelligence, Dec. 2020, U.S. (According to Comscore, YouTube represents 40% of watch time of all ad-supported streaming services analyzed)
2. Google/Talk Shoppe, United States, whyVideo 2021 study, n=2,000 A18-64 GenPop video users, Survey in field March 26th to April 4th, 2021. (According to Talk Shoppe, 60% of YouTube CTV viewers watch with other people)

A shoppable TV screen with YouTube

Whether kicking back with a movie or kicking their fitness routine into gear, more people are choosing to experience YouTube on the big screen. When they do, they can watch longer, enjoy multiple shows back to back, and experience it all from the comfort of their couch with friends and family. Many even build a routine around it. In the U.S., over 120 million people streamed YouTube or YouTube TV on their TV screens in December 2020.1

To help consumers more easily learn about the products and services they’re interested in, we’re making YouTube ads on connected TVs more shoppable. Today, we’re expanding Video action campaigns to CTVs to help advertisers drive more online sales or generate leads, and grow their business. 

With a quarter of logged-in YouTube CTV viewers watching primarily on TVs,2 the living room is becoming an essential place for brands to drive incremental conversions with new audiences. In early experiments for Video action campaigns on TV screens, over 90% of conversions coming from CTV would not have been reachable on mobile and desktop devices.3

Drive online sales and leads on the TV screen with Video action campaigns 

If your goal is to drive online sales or generate leads, we recommend using Video action campaigns. Video action campaigns make it easy to find new customers efficiently in a single campaign by combining inventory from across YouTube and Google video partners — and now YouTube CTV. For the first time, performance advertisers can take advantage of YouTube on CTV to drive and measure conversions.


When a viewer sees a Video action campaign on their TV, they are invited through a URL at the bottom of their screen to continue shopping on the brand’s website from their desktop or mobile device — without interrupting their viewing session. 

Advertisers can also take advantage of the Conversion Lift beta on TV screens to get actionable results in real time. Conversion Lift measures the impact of YouTube ads on driving user actions, such as website visits, sign ups, purchases and other types of conversions.

Video action campaigns on TV screens are now globally available through Google Ads. Reach out to your Google team or visit the Help Center to learn more.

1. YouTube Internal Data, US, December 2020. 
2. YouTube Internal Data, US, December 2020. (In December 2020, over 25% of logged-in US YouTube CTV viewers watched content almost exclusively (>=90%) on the TV screen.)
3. Google data, Global, Jun 2020.

How AI is making information more useful

Today, there’s more information accessible at people’s fingertips than at any point in human history. And advances in artificial intelligence will radically transform the way we use that information, with the ability to uncover new insights that can help us both in our daily lives and in the ways we are able to tackle complex global challenges.

At our Search On livestream event today, we shared how we’re bringing the latest in AI to Google’s products, giving people new ways to search and explore information in more natural and intuitive ways.


Making multimodal search possible with MUM

Earlier this year at Google I/O, we announced we’ve reached a critical milestone for understanding information with Multitask Unified Model, or MUM for short.

We’ve been experimenting with using MUM’s capabilities to make our products more helpful and enable entirely new ways to search. Today, we’re sharing an early look at what will be possible with MUM. 

In the coming months, we’ll introduce a new way to search visually, with the ability to ask questions about what you see. Here are a couple of examples of what will be possible with MUM.

Animated GIF showing how you can tap on the Lens icon when you’re looking at a picture of a shirt, and ask Google to find you the same pattern — but on another article of clothing, like socks.

With this new capability, you can tap on the Lens icon when you’re looking at a picture of a shirt, and ask Google to find you the same pattern — but on another article of clothing, like socks. This helps when you’re looking for something that might be difficult to describe accurately with words alone. You could type “white floral Victorian socks,” but you might not find the exact pattern you’re looking for. By combining images and text into a single query, we’re making it easier to search visually and express your questions in more natural ways.

Animated GIF showing the point-and-ask mode of searching that can make it easier to find the exact moment in a video that can help you with instructions on fixing your bike.

Some questions are even trickier: Your bike has a broken thingamajig, and you need some guidance on how to fix it. Instead of poring over catalogs of parts and then looking for a tutorial, the point-and-ask mode of searching will make it easier to find the exact moment in a video that can help.


Helping you explore with a redesigned Search page

We’re also announcing how we’re applying AI advances like MUM to redesign Google Search. These new features are the latest steps we’re taking to make searching more natural and intuitive.

First, we’re making it easier to explore and understand new topics with “Things to know.” Let’s say you want to decorate your apartment, and you’re interested in learning more about creating acrylic paintings.

The search results page for the query “acrylic painting” that scrolls to a new feature called “Things to know”, which lists out various aspects of the topic like, “step by step”, “styles” and “using household items."

If you search for “acrylic painting,” Google understands how people typically explore this topic, and shows the aspects people are likely to look at first. For example, we can identify more than 350 topics related to acrylic painting, and help you find the right path to take.

We’ll be launching this feature in the coming months. In the future, MUM will unlock deeper insights you might not have known to search for — like “how to make acrylic paintings with household items” — and connect you with content on the web that you wouldn’t have otherwise found.

Two phone screens side by side highlight a set of queries and tappable features that allow you to refine to more specific searches for acrylic painting or broaden to concepts like famous painters.

Second, to help you further explore ideas, we’re making it easy to zoom in and out of a topic with new features to refine and broaden searches. 

In this case, you can learn more about specific techniques, like puddle pouring, or art classes you can take. You can also broaden your search to see other related topics, like other painting methods and famous painters. These features will launch in the coming months.

A scrolling results page for the query “pour painting ideas” that shows results with bold images and video thumbnails.

Third, we’re making it easier to find visual inspiration with a newly designed, browsable results page. If puddle pouring caught your eye, just search for “pour painting ideas" to see a visually rich page full of ideas from across the web, with articles, images, videos and more that you can easily scroll through. 

This new visual results page is designed for searches that are looking for inspiration, like “Halloween decorating ideas” or “indoor vertical garden ideas,” and you can try it today.

Get more from videos

We already use advanced AI systems to identify key moments in videos, like the winning shot in a basketball game, or steps in a recipe. Today, we’re taking this a step further, introducing a new experience that identifies related topics in a video, with links to easily dig deeper and learn more. 

Using MUM, we can even show related topics that aren’t explicitly mentioned in the video, based on our advanced understanding of information in the video. In this example, while the video doesn’t say the words “macaroni penguin’s life story,” our systems understand that topics contained in the video relate to this topic, like how macaroni penguins find their family members and navigate predators. The first version of this feature will roll out in the coming weeks, and we’ll add more visual enhancements in the coming months.

Across all these MUM experiences, we look forward to helping people discover more web pages, videos, images and ideas that they may not have come across or otherwise searched for. 

A more helpful Google

The updates we’re announcing today don’t end with MUM, though. We’re also making it easier to shop from the widest range of merchants, big and small, no matter what you’re looking for. And we’re helping people better evaluate the credibility of information they find online. Plus, for the moments that matter most, we’re finding new ways to help people get access to information and insights. 

All this work not only helps people around the world, but creators, publishers and businesses as well.  Every day, we send visitors to well over 100 million different websites, and every month, Google connects people with more than 120 million businesses that don't have websites, by enabling phone calls, driving directions and local foot traffic.

As we continue to build more useful products and push the boundaries of what it means to search, we look forward to helping people find the answers they’re looking for, and inspiring more questions along the way.

New ways to find shopping inspiration on Google

Shopping online is as much about inspiration and discovery as it is about the final purchase. People are shopping across Google more than a billion times a day, and we have been working to make those experiences even more helpful by expanding your options. We’re here to help you find new ideas, discover unique products or get the best value from the widest possible range of merchants — from large retailers, marketplaces and well-known brands, to local stores and new direct-to-consumer companies. 


We’ve made a number of changes over the last couple of years to improve your shopping experience, including giving you more choice when you shop on Google. For example, we’ve made it free for merchants to list on Google and made it easy for sellers on Shopify and other digital platforms to  start selling on Google, so their products and inventory are discoverable for shoppers.


And today, we’re adding new tools to make it easier for shoppers to browse for inspiration, find new products and brands and ultimately find what they’re looking for in a more visual way. 


Shop in the moment with Google Lens 

We know that inspiration can strike at any time. Whether it’s an image that you see online, a photo you saved on your phone or something in the real world that catches your eye, Google Lens makes the products you see instantly shoppable. 

Starting soon, iOS users will see a new button in the Google app to make all the images on a page searchable through Google Lens. Now, finding this lamp or that shirt (and ones like it) is just a tap away.

We’re also bringing Lens to Chrome on your desktop. Soon, you will be able to select images, video and text content on a website with Lens to quickly see search results in the same tab — without leaving the page you’re on.

Looking at ApartmentTherapy.com from the Google app for iOS, tap the “search images” button at the bottom in order to see information about the products on the screen, as well as similar products.

Shop in the moment with Lens in the Google app for iOS

Window shop right from Search 

Starting today, we’re making it easier to browse for clothing, shoes and accessories on mobile right from your Search results. For example, when you search for “cropped jackets,” we’ll show you a visual feed of jackets in various colors and styles, alongside other helpful information like local shops, style guides and videos. From there, you can easily filter your search by style, department, brand and more – and when you find something you like, you can check out ratings, reviews and even compare prices to get the best deal. 

This new experience is powered by Google’s Shopping Graph, a comprehensive, real-time dataset of products, inventory, and merchants with more than 24 billion listings. This not only helps us connect shoppers with the right products for them, it also helps millions of merchants and brands get discovered on Google every day.

A search for “cropped jackets” shows a visual, scrollable results page with products and helpful information like styling guides

Browse and explore options for cropped jackets on mobile right from Search

Search in-store inventory from home

Shoppers are increasingly starting their in-person shopping experience online. Before heading out the door, you can find local stores that carry the products you want right from Search. And starting today, when you are looking for products like “kids bike helmet” or even a specific brand, you can select the “in stock” filter to see only the nearby stores that have it on their shelves.

A search for “kids bike helmet near me” using the new “in stock” filter shows retailers in San Francisco with kids bike helmets on their shelves, clicking into Mike’s Bikes of San Francisco.

You can now use the “in stock” filter to see only the nearby stores with a specific item on their shelves.

Showing in-store availability is especially valuable for small businesses, helping them attract new local customers. For example, a mother-daughter duo in Greenville, South Carolina discovered local toy store Hollipops Fine Toys and Gifts after searching for “squishmallows” near them. Check out their story (and find out what a "squishmallow" is).

Hollipops Fine Toys and Gifts got discovered by shoppers looking for Squishmallows, a plush toy
10:25

Throughout the entire process — from the first spark of an idea, to the final purchase — Google is helping to breathe new life into shopping experiences.

The future of attribution is data-driven

In the face of a changing privacy landscape, marketers need new measurement approaches that meet their objectives and put users first. This is why we’ve invested in new tools to help you future-proof your measurement.

One critical tool is machine learning, which can be used to fill the gaps in observed data and unlock new insights into consumer behavior. For example, conversion modeling powered by machine learning allows you to preserve measurement even when cookies or other identifiers aren’t present. Data-driven attribution in Google Ads takes this a step further. It uses advanced machine learning to more accurately understand how each marketing touchpoint contributed to a conversion, all while respecting user privacy. 

As the industry continues to evolve, last-click attribution will increasingly fall short of advertisers’ needs. The most successful marketers will switch to a data-driven approach. While Google Ads offers data-driven attribution, some advertisers haven’t been able to use it due to minimum data requirements or unsupported conversion types. To help all advertisers take advantage of better attribution and improve their performance, we’re removing the data requirements and adding support for additional types of conversions. With these improvements, we're also making data-driven attribution the default attribution model for all new conversion actions in Google Ads.

Better performance with better attribution

Unlike other models, data-driven attribution gives you more accurate results by analyzing all of the relevant data about the marketing moments that led up to a conversion. Data-driven attribution in Google Ads takes multiple signals into account, including the ad format and the time between an ad interaction and the conversion. We also use results from holdback experiments to make our models more accurate and calibrate them to better reflect the true incremental value of your ads. And like all of our measurement solutions, we respect people's decisions about how their data should be used and have strict policies against covert techniques, like fingerprinting, that can compromise user privacy. 

Advertisers around the world have seen better results by switching to data-driven attribution. When combined with automated bidding strategies, data-driven attribution can drive additional conversions at the same cost-per-acquisition. This is because our systems can better predict the incremental impact a specific ad will have on driving a conversion, and adjust bids accordingly to maximize your ROI. 

Data-driven attribution allows us to assign the right credit to every touchpoint. With automated bidding and data-driven attribution, we've seen an 18% reduction in cost of sales over last-click. Lara Harter
Head of Online Marketing, DocMorris
Since we moved our search and display campaigns in Google Ads to data-driven attribution, we’ve seen an 8% increase in overall incremental conversions with an 8% lower cost per lead. Marco Carola
Head of Online Acquisition, Crédit Agricole Italia

More campaigns, more advertisers

Today, data-driven attribution supports Search, Shopping, Display and YouTube ads. But we know that data-driven attribution can improve advertiser performance, regardless of campaign or conversion type. That’s why we’re adding support for more conversion types, including in-app and offline conversions. We’re also removing the data requirements for campaigns so that you can use data-driven attribution for every conversion action.

We'll roll out data-driven attribution as the default model for all new conversion actions starting in October and plan to have it in all Google Ads accounts by early next year. You'll still have the option to manually switch to one of the five rule-based attribution models. With these upgrades, data-driven attribution can help every advertiser clearly understand the full value of their Google Ads campaigns. 

This is one example of our commitment to helping you make every marketing dollar count, even as the industry continues to shift. We’ll continue to work to use advances like machine learning to bring you measurement tools that deliver performance while also respecting user privacy.

The future of attribution is data-driven

In the face of a changing privacy landscape, marketers need new measurement approaches that meet their objectives and put users first. This is why we’ve invested in new tools to help you future-proof your measurement.

One critical tool is machine learning, which can be used to fill the gaps in observed data and unlock new insights into consumer behavior. For example, conversion modeling powered by machine learning allows you to preserve measurement even when cookies or other identifiers aren’t present. Data-driven attribution in Google Ads takes this a step further. It uses advanced machine learning to more accurately understand how each marketing touchpoint contributed to a conversion, all while respecting user privacy. 

As the industry continues to evolve, last-click attribution will increasingly fall short of advertisers’ needs. The most successful marketers will switch to a data-driven approach. While Google Ads offers data-driven attribution, some advertisers haven’t been able to use it due to minimum data requirements or unsupported conversion types. To help all advertisers take advantage of better attribution and improve their performance, we’re removing the data requirements and adding support for additional types of conversions. With these improvements, we're also making data-driven attribution the default attribution model for all new conversion actions in Google Ads.

Better performance with better attribution

Unlike other models, data-driven attribution gives you more accurate results by analyzing all of the relevant data about the marketing moments that led up to a conversion. Data-driven attribution in Google Ads takes multiple signals into account, including the ad format and the time between an ad interaction and the conversion. We also use results from holdback experiments to make our models more accurate and calibrate them to better reflect the true incremental value of your ads. And like all of our measurement solutions, we respect people's decisions about how their data should be used and have strict policies against covert techniques, like fingerprinting, that can compromise user privacy. 

Advertisers around the world have seen better results by switching to data-driven attribution. When combined with automated bidding strategies, data-driven attribution can drive additional conversions at the same cost-per-acquisition. This is because our systems can better predict the incremental impact a specific ad will have on driving a conversion, and adjust bids accordingly to maximize your ROI. 

Data-driven attribution allows us to assign the right credit to every touchpoint. With automated bidding and data-driven attribution, we've seen an 18% reduction in cost of sales over last-click. Lara Harter
Head of Online Marketing, DocMorris
Since we moved our search and display campaigns in Google Ads to data-driven attribution, we’ve seen an 8% increase in overall incremental conversions with an 8% lower cost per lead. Marco Carola
Head of Online Acquisition, Crédit Agricole Italia

More campaigns, more advertisers

Today, data-driven attribution supports Search, Shopping, Display and YouTube ads. But we know that data-driven attribution can improve advertiser performance, regardless of campaign or conversion type. That’s why we’re adding support for more conversion types, including in-app and offline conversions. We’re also removing the data requirements for campaigns so that you can use data-driven attribution for every conversion action.

We'll roll out data-driven attribution as the default model starting in October and plan to have it in all Google Ads accounts by early next year. You'll still have the option to manually switch to one of the five rule-based attribution models. With these upgrades, data-driven attribution can help every advertiser clearly understand the full value of their Google Ads campaigns. 

This is one example of our commitment to helping you make every marketing dollar count, even as the industry continues to shift. We’ll continue to work to use advances like machine learning to bring you measurement tools that deliver performance while also respecting user privacy.