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We use research, analysis and insights—from inside and outside Google—to inform our decision-making and our products. We've spoken to a lot of our partners about how to help them access the same insights and conversations that inform our strategies, and today we're announcing a thought experiment for our clients called Think Quarterly. It’s intended to be a snapshot of what Google and other industry leaders are thinking about and inspired by today.

The first edition focuses on the broad concept of “innovation” and provides some perspectives on how it's possible to simultaneously lead and change the direction of an industry. We’ve included content from Macy’s CMO Peter Sachse on the future of mobile retail marketing, Ogilvy & Mather’s Russell Davies on the “Internet of Things,” and our very own Amit Singhal on how science fiction is becoming a reality in search.

Our aim with Think Quarterly is to regularly tap our homegrown visionaries, as well as heads of industry, innovators and experts from around the world, to lend their insights and analyses to our partners who are seeking to navigate the ever-changing digital world. We hope you enjoy (and +1) it at ThinkWithGoogle.com/quarterly.

Cross-Posted from the Official Google Blog by Susan Wojcicki, Senior Vice President of Advertising
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Contextual. Audience. Remarketing. Demographic. Marketers have many options when it comes to targeting their display campaigns. The emergence of these powerful technologies has transformed display into a powerful direct response medium, delivering measurable performance at scale for marketers. But with the plethora of options to choose from, where do advertisers and agencies begin?

Please join Google for an upcoming webinar to learn more about how to approach targeting strategy for your campaigns on the Google Display Network. Specifically we’ll cover:
The “targeting toolbox” for direct response campaigns
Strategies for prioritizing and applying the available targeting options to maximize campaign performance and efficiency
Tools, tips and best practices for maximizing ROI for your campaigns


Register here for the webinar to be held on August 4, 2011 at 11:00am PST / 1:00pm CST / 2:00pm EST.

Posted by Emel Mutlu, Marketing Manager, Google Display Network
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In under two years, the industry has witnessed explosive growth in real-time bidding (RTB). Many advertisers and agencies are reporting that they will spend more on digital advertising in 2011 because of its benefits. At Google, we believe that the overall display advertising pie can get even bigger and see real-time bidding as one of the technologies that can help get us there.

To help buyers benefit from it, we’ve published a white paper that shares our view of real-time bidding for online display advertising. Based on research and primary interviews with Google’s RTB experts across our product, sales and services organizations, this paper provides a clear definition of what it is and how buyers can get involved.

Whether you are a large or small advertiser, an agency or a trading desk or a media buying intermediary, Google would like to help you succeed with real-time bidding. We hope that this paper helps.

Download the white paper here (PDF)

Update posted 8/8/2011: Figure 1 in this white paper was missing the demand-side platform LucidMedia. We have now added them.
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Call Metrics, a simple way to get more phone calls and detailed call reports with AdWords, is now available to all advertisers in the US and Canada. Availability was limited since the introduction in November 2010, so thanks for holding.

Call Metrics works by assigning and placing a toll-free forwarding number next to your ad text on Google search pages. When a user sees your ad and calls the number, AdWords registers the call and forwards it to your business. So far, we’ve connected over 5 million calls for thousands of businesses. And calls generated from ads using Call Metrics last six minutes, on average.



Vijay Malavia, Associate Search Director at interactive agency Razorfish, manages search campaign strategy and results on behalf of his client ADT, the largest US electronic security service provider. With its broad mix of services and customer profiles, ADT considers both the web and phone to be important customer acquisition channels. Vijay describes the benefits of Call Metrics he’s seen for ADT:

"Since we’ve started using Call Metrics, we've seen average daily call volume in the ADT call center increase. Quality of inbound calls has been solid -- duration and conversion metrics are consistent with other sources. In addition to providing convenience and getting more calls, having integrated reporting has made it much easier to project the total value ADT is getting from both calls and clicks from AdWords. And that's helped us make better optimization and budget decisions." We’re also announcing a few other changes with this launch:

1. More detailed reporting. In March we enhanced Call Metrics reporting to show the time, duration, and caller area code for each call. Based on advertiser feedback, we’re now making reporting available at the ad group and campaign level for manually-dialed calls (subject to minimum volume). And you’ll still be able to segment reports to compare how many calls were received from mobile clicks-to-call and how many were manually dialed after the ad was shown on a desktop, notebook, or tablet computer.


2. New pricing for certain calls. A $1 USD (or equivalent in CAD) charge applies to manually dialed calls completed to your Google forwarding numbers. These calls occur when a potential customer on a desktop, notebook or tablet computer sees your ad and dials the number shown.


Pricing for mobile clicks-to-call remains unchanged, whether you use Call Metrics or not. They continue to be charged as regular mobile search ad clicks.


3. Call Extensions replace Phone Extensions. To reduce possible ambiguity, we’ve renamed Phone Extensions to Call Extensions.


In a future release, we plan to incorporate calls into Ad Rank calculations, which determine an ad’s position and cost per click. At that time, you’ll be able to influence your ad position by specifying a bid per call greater than $1.00 USD. This will parallel the way that clickthrough rate (CTR) and max CPC bids can influence Ad Rank today.

To get started with Call Metrics, sign into AdWords and click on the Ad Extensions tab. Select Call Extensions in the shaded View drop down box. Select your country, then enter the business phone number where you’d like to receive calls for this campaign. Finally, select the check box for Call metrics.




You’ll find many more details and answers to frequently asked questions in the AdWords Help Center.

Posted by Surojit Chatterjee, AdWords Product Manager

We launched the “Analytics for Agencies” series back in May, and since then we’ve had 3 sessions with an average of 250 live attendees each and over 12,000 views on YouTube! There’s clearly a thirst for in-depth Google Analytics trainings, and we hope to continue satisfying the demand with the next 4 trainings in this series.

The next training goes deep into the interface, using advanced analysis tools to locate hidden opportunities that will help optimize CPC search campaigns. If you’ve attended the previous sessions (recordings available below), you should be ready to join us for an advanced training on CPC analysis.

Tuesday, July 12th:
Optimizing AdWords & Search: Using GA to improve CPC performance campaigns - webinar link

Tuesday, August 2nd:
GA for Display Insight: How GA can improve targeting and measurement for Display buys - webinar link

Tuesday, August 23rd:
Measuring Customer Engagement: How to set up GA to measure the things that really matter - webinar link

Tuesday, September 13th:
Analytics Partnership Opportunities: How your business can deepen their relationship with GA - webinar link

Want to be notified of future GA Training Webinars? Click here to register. For each webinar, please block the time off on your calendar and include the corresponding webinar link above. If you would like a reminder before the webinar, please follow the corresponding webinar link and click "add to my calendar."

Previously recorded webinars on YouTube (1 hour each):

Posted by the Agency Blog Team

Two weeks ago many (lucky) folks headed to the beaches in Cannes for the Cannes Lions International festival. We hosted a Creative Sandbox that brought together over 3,000 creatives to hear from Eric Schmidt and Andy Berndt, interact with new Google products, and take yoga classes on the Mediterranean shore. YouTube and Google were also present to collect a few awards, including Gold Lions for our Life in a Day project, our Voice Search project, and our Chrome Speed Test videos.

One of our favorite parts of being at Cannes was our debut of a behind-the-scenes documentary on one of our favorite campaigns to date: TippEx’s Hunter Shoots a Bear. This spring, we met with TippEx’s creative agency, Buzzman, to pick their brains on the creative process for a campaign that has quite simply changed the face of correction fluid forever. While the agency’s challenge was simple (promote TippEx’s Mini Pocket Mouse online during the back-to-school period), they took a wildly innovative route to bring the product to market. Buzzman decided to use a YouTube brand channel to allow YouTube users to write and rewrite a video story. The campaign quickly became a worldwide viral phenomenon; within 100 days the TippEx campaign reached over 35.5 million views on YouTube with an average brand exposure of 5 minutes. The campaign has now amassed nearly 50 million views, has been seen in 217 countries around the world and shared upwards of 380,000 times on Facebook and Twitter. With a single campaign, TippEx became one of the top ten branded channels on YouTube. And for the brand, TippEx has seen purchase intent increase 100% with a sales lift of 30% in Europe.

Take a look below to see how the campaign was developed.

We “tipp” our hats to TippEx and to Buzzman for their great creative talent. For more great YouTube campaigns, check out YouTube Show & Tell.

Posted by Mark Sabec, who recently watched Buzzman’s new campaign for Bic Razors, the Bicflexperience.


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