This holiday season, shoppers will turn to their most important shopping assistant — their smartphone — to research, browse and compare products in countless moments throughout the day. This is especially true as shoppers head into stores for one of the biggest shopping weeks of the year. In fact, mobile searches per user were 11% higher in electronics stores and 8% higher in department stores on Black Friday last year compared to other weekends during the holiday season.1

To help you understand where shoppers will be and what to expect, we looked at foot traffic patterns in stores across the U.S. during Black Friday last year. We uncovered some surprising findings that should enable you to better connect with shoppers in and near your stores.

Black Friday shoppers don’t exactly rise and shine
Contrary to the notion that most people head to stores in the morning, we found that Black Friday store traffic tends to peak in the afternoon, typically between 2-4 pm.2 Additionally, since some stores now open on Thanksgiving Day, we also saw an increase in foot traffic on Thursday evening. In fact, department stores now see their peak traffic on Thanksgiving evening between 6-7pm.
Tip for retailers: Allocate enough budget across campaigns to support the increase in traffic as shoppers head to stores. During the afternoon, when store traffic is heaviest, consider increasing your mobile bids. Use the mobile bid adjustment simulator to size your overall mobile opportunity and adjust your bids accordingly.

Black Friday isn’t the holy grail for all stores
For categories like electronics and cellphone stores, it should come as no surprise that Black Friday drives more foot traffic compared to any other weekend during the holiday season; in fact, store traffic is 2x higher in electronics stores and 1.6x higher in cellphone stores on Black Friday.3

However, there are many stores that don’t see their biggest crowds on Black Friday. Shopping malls, superstores & discount stores, and department stores have the highest store traffic on the Saturday before Christmas, while dollar stores have the most foot traffic on Christmas Eve — perhaps due to last minute stocking stuffers.
Tip for retailers: Use location extension targeting to encourage shoppers, who are near your stores, to  choose you. If you already run local inventory ads, which trigger if your product is in-stock at a store nearby, you can add location extension targeting and reach customers who are anywhere from 0.4 to 40 miles from your store.

For more tips and tricks this holiday season, check out our Holiday Shopping Readiness guide and Holiday Shopping Survival guide.

Elizabeth Fabiani, Product Marketing Manager, Google Shopping

Google Data, U.S., Aggregated anonymized internal data from a sample of US users that have turned on Location History, from the period November 1 2014 - December 25, 2014.  Queries were considered in-store if they occurred within 20 minutes of a user visit to the store.
Google Data, U.S., Aggregated anonymized internal data from a sample of US users that have turned on Location History, from November 28, 2014, Eastern Standard Time 
Google Data, U.S., Aggregated anonymized internal data from a sample of US users that have turned on Location History, from the period November 1 2014 - December 25 2014.

Buying a home is a major financial decision — so when it comes to getting a mortgage, people want an easy way to understand and compare their options online. That’s why we added a mortgage calculator to organic search earlier this year. Yet nearly 1 in 2 borrowers still don’t shop around for their mortgage and often feel like they don’t have enough information to make an educated choice.1 To help them make confident, more informed financial decisions, we’re introducing the newest addition to our suite of Google Compare products: mortgages, which we announced earlier this year and is now available in California with more states to follow.
Google Compare for mortgages provides a seamless, intuitive experience that connects lenders with borrowers online. Whether you’re a national lender or one local to California, people searching for mortgages on their smartphone or desktop computer can now find you, along with a real-time, apples-to-apples comparison of rate quotes from other lenders — all in as little as a minute. Borrowers can also see ratings and read helpful reviews, and enter relevant information — like loan amount, estimated credit score, or home value — to receive rate quotes that match their needs. They can then visit your website to apply directly online or over the phone through one of your agents or loan officers.

Here’s what some of our partners are saying:

Zillow Group and Google share the same vision to first and foremost empower consumers with comprehensive access to valuable information that helps them make confident, more informed financial decisions. This partnership allows us the unique opportunity to help borrowers by providing them with the industry’s most accurate, real-time information about home loans and mortgage lenders.” - Erin Lantz, Vice President of Mortgages, Zillow Group.

We’re thrilled to be a part of Google Compare, further helping to connect prospective borrowers with qualified mortgage providers as the transition to online lending accelerates. The choice and convenience offered to consumers is imperative when loan shopping online, and Google Compare makes the process even easier.” - Doug Lebda, Founder and CEO of LendingTree

Participation in Google Compare is based on a flexible cost-per-lead (CPL) model, however payment isn’t a factor in ranking or eligibility. You can learn more about joining Google Compare by reaching out to your Google account team.

Posted by Nicolas Wk, Director of Product Management, Google Compare

Consumer Financial Protection Bureau, January 13, 2015

The holiday season is around the corner and it’s a time of opportunity for app marketers — more people will be shopping on their mobile devices in shopping moments, and phone sales generally go through the roof on and around Christmas Day. Millions of apps will be downloaded as people customize their new devices. Shopping also doesn’t end after Christmas passes — the post-holiday season is enormous, with 58% of holiday shoppers planning on taking advantage of post-holiday sales and promotions.1

Top Tips for an Appy Holiday
For app marketers, the pre and post-holiday bump in traffic and purchases is a gift — so we got our experts together to help you get ready. Here are our 4 top tips to ensure you’re in the right place at the right time this holiday season.

1. Be there for the seasonal mobile bump with Universal App Campaigns.
With just one campaign you can drive app discovery across the entire Google network. Drive app installs at your target CPI throughout this peak period across Google Search, Google Play, YouTube, and the Google Display Network. It’s fast and easy to set up and reaches customers whether they’re already in an app, searching for new apps, watching YouTube, or browsing the web.

2. Enhance your Play Store Presence for Christmas Day
One in four app users discovers an app through search2 and now you can run ads exactly where users are searching for apps — on Google Play. And once you’ve gotten people to your Play store listing, make sure you’re turning visitors into installs by running Store Listing Experiments in the Google Play Developer Console. Use experiments to test variants of graphics and text on your Play Store listing and choose the option that drives the most installs.

3. Get Your App on New Phones
Customers personalize their new phones around the holidays. These happy new phone owners will be looking to personalize their gift by installing new apps after unwrapping, and New Device Targeting will allow you to reach them during these exciting moments. Use this easy and quick targeting option in your AdWords app install campaigns within the 'Interest & remarketing' section, adjust your bids based on the value of those users and see your user base grow.

4. Engage holiday shoppers with video
Video is a great medium to reach new app users — the average YouTube user is 2x more likely to download apps.3 It is particularly useful for retailers, as 42% of online shoppers use video as part of their pre-purchase research, and 64% use YouTube to find products.4  Make sure you’re using your latest video assets not just for brand building but for driving app installs as well. You can show up alongside relevant content, or target viewers with interests related to your app with YouTube app promo. It’s now easier than ever to control costs with our new new bidding feature that lets you cap at your own target.

We hope with these tips, you have a successful, merry, and appy end to the year!

Posted by Alexandra de Sá Moreira, Global Product Expert, Search Apps

Google / Ipsos MediaCT, Consumer Holiday Intentions Study, Sep 2015.
Google / Ipsos, Mobile App Marketing Insights: How Consumers Really Find and Use Your Apps (U.S.), May 2015.
Internal Google data, 2014.
2 U.S. Statistics, Google Consumer Surveys, March 2014. Surveyed: YouTube, Hulu,, Facebook,, Tumblr, Instagram, Vimeo, AOL,

Watchtime for product review videos on YouTube has grown more than 20% in just the past month as shoppers turn to video to research products before the holidays.1 In fact, one in every four shoppers say online videos are their go-to source for gift ideas.2 This week, one of the biggest shopping weeks of the year, we’re helping consumers discover the best products to grab with our third Awesome Stuff Week, Gift Grab.
Creators such as Lamarr Wilson, Unbox Therapy, Feast of Fiction, Erica Griffin and Hot Pepper Gaming, will share their take on the top trending toys, video games, consumer electronics and housewares to help shoppers prepare for Black Friday and Cyber Monday. Best of all, they can avoid the post-turkey crowds and cross items off their holiday gift lists by shopping the products in each video.
Lamarr Wilson shares his take on this week's top trending toys
For AdWords advertisers running Shopping campaigns, Awesome Stuff Week provides a new opportunity to showcase products alongside contextually relevant creator content. Show your products on these videos by making sure your Shopping campaigns are opted into search partners within your campaign settings.

Lastly, discover the latest shoppable videos by subscribing to the Awesome Stuff Week YouTube channel and tune in next week when creators reveal the best beauty tips, recipes and last minute holiday gifts, with Awesome Stuff Week Unwrapped.

Vikram Tank, Product Marketing Manager, Art Copy & Code

Google Data Oct 17-Nov 16 vs. Sept 17 - Oct 16, 2015. United States. Classification as a "product review," was based on public data such as headlines, tags, etc., and may not account for every such video available on YouTube. 
Google / Ipsos MediaCT, Consumer Holiday Intentions Study 2015

This fall, shopping-related searches on mobile surpassed desktop, signaling a shift from shopping marathons to shopping moments.1 To help shoppers more easily discover, browse and buy on mobile this holiday season, we’ve redesigned Google Shopping to be incredibly fast, seamless, and intuitive.

Here’s a look at what’s new:

Helping shoppers narrow down options

Shoppers often don’t know the exact product they’re interested in — forty-percent of shopping searches are on broad terms — so they turn to search to discover and explore.2 With the new mobile redesign, if a shopper searches for droids, we’ll show the most commonly searched categories to help her narrow down her search. Similarly, if she searches on Google Shopping for tricycles for kids, we’ll show tricycles grouped by attributes that people commonly shop by: features, brand, and price. This gives her the freedom to discover what she might want in a more organized way, while helping drive more qualified traffic to your site.
Browse by Scrolling and Swiping

Once a shopper’s narrowed down her options, she can now easily browse through lots and lots of products without having to load entirely new pages to see more. She can get a feel for a specific product, such as a Lego Starwars Turbo Tank, that she's interested in by tapping on the product, flipping through images, skimming reviews and scanning product info. She can easily swipe to the next product or dig deeper into specs, features, and even videos to learn more about what you offer.
When she knows exactly what she wants, and searches for a chromecast, for example, we’ll surface more information upfront. She can see which merchants carry the product, which stores have it in-stock, and also get a quick glance at reviews and manufacturer details.
Driving shoppers In-store

Lastly, if she’s out and about it’s important for her to know what products are available nearby. One in four people who avoid stores do so because they don’t know if a product is in-stock.3 Now, if she searches for olaf toys near me or applies the available nearby filter, we’ll show a map of stores closest to her with the toy in-stock.
This new mobile experience makes it easier for shoppers to discover and explore products. To make sure they’re browsing and exploring your products, follow the tips in our Holiday Shopping Readiness and Holiday Shopping Survival guides.

Happy Holidays!

Posted by Karen Corby, Senior Product Manager, Google Shopping

Google Internal Data, shopping-related searches defined by those that trigger a Shopping ad, October 2015. 
Google Data, anonymized, aggregated searches that trigger a Product Listing Ad, US, November, 2015.
Google, Ipsos MediaCT and Sterling Brands, Digital Impact on In-Store Shopping, Published on Think with Google, May 2014.

For years, brand advertisers have been looking for ways to ensure their online ads are seen. This can be difficult — 56% of all display ads and 46% of all video ads aren’t viewable because they’re below the fold, scrolled out of view, or in a background tab. For several years, we’ve been working to help advertisers address this challenge and today we are introducing 3 key improvements: the upgrade of all CPM campaigns to viewable CPM campaigns; new viewable frequency capping; and supplementary reporting metrics built on the viewability standard.

All CPM campaigns are now viewable CPM campaigns 
As we announced in September, we’re furthering our commitment to make viewability the currency of digital advertising by upgrading all CPM campaigns on the GDN to viewable CPM (vCPM) campaigns. We’ve now completed this upgrade, making the Google Display Network (GDN) one of the only media platforms where advertisers don’t pay for an impression unless it’s actually viewable by a user.

Viewable CPM (vCPM) buying was launched in AdWords in 2013 so advertisers could choose to only pay for display and video impressions that meet the MRC defined industry standard for viewability. Fifty percent or more of the ad must appear on screen — for at least 1 second for display ads and 2 seconds for video ads, as measured by Google’s Active View technology. This year, tens of billions of impressions were filtered out before ever being charged to AdWords advertisers because they didn’t meet this standard.

Viewable CPM helps brand advertisers buy efficiently and reach their campaign goals:

Devialet, an audio equipment company based in Paris, wanted to make more consumers aware of its speakers and amplifiers. To broaden its reach, Devialet shifted its campaigns from CPC to vCPM. As a result, Devialet increased its viewable impressions per dollar by 49% and increased its average time spent on site by 50%.

New viewable frequency capping will give advertisers better control
Frequency capping helps you control how many times your ads appear to the same person. When unviewable impressions are counted toward a frequency cap, a user may not see your ad as many times as you intended.

Starting in the next few weeks, frequency capping will only count viewable impressions for display and video campaigns in AdWords. This will help advertisers maintain better control over how often their ads are actually viewable to users. To learn more about setting a frequency cap, visit the Help Center.

New reporting metrics give a better picture of campaign performance
To give advertisers a better picture of how their display and video campaigns are performing, we’ve added supplementary metrics built on the viewability standard, such as:
  • Total impressions that were viewable
  • Percentage of impressions that were viewable
  • Percentage of viewable ads that were clicked
These metrics give advertisers more clarity on which placements and creatives are driving campaign performance when they are viewable to users.

We’ve long advocated for the adoption of viewability as a common currency to help marketers and publishers work together transparently, efficiently, and with accountability. This is another important step along that journey.

Posted by Glenn Wilson, Product Manager, AdWords

More shoppers are turning to online shopping with each holiday season, increasing the opportunity for you to attract shoppers to your online store. Today we’re launching click share to better help you identify when you’re missing out on traffic. Click share is a new metric that shows the percentage of total possible clicks received by your Shopping ads.
Click share metric for product groups
Let’s walk through an example of how to use click share to identify product groups with potential for more traffic to ensure your ads show prominently enough to maximize traffic to your site on Black Friday. First, add the click share column on the Product groups tab. In this example, you see “winter coats” with a click share of 30%. This means that you only got 30 out of every 100 possible clicks on your “winter coats” ads. Second, take this opportunity to adjust your bids for “winter coats” to make your ads more prominent. Third, make sure to check back frequently, especially for your most popular products, to closely monitor click share and continue to optimize bids.

There is more you can do to ensure holiday success. In addition to driving traffic, you’ll want to fine-tune your campaigns to reach new shoppers and drive sales. We’ve created two holiday checklists to help you manage your campaigns over the coming weeks and through the new year:

  • Holiday Readiness Checklist: Get your Shopping campaigns Black Friday-ready to connect with shoppers at the moments that matter and convert them into customers
  • Holiday Survival Checklist: Follow this checklist to make mid-flight changes to your campaigns and learn how to adjust bids for new trending products 

By taking these lists and checking them twice, and tuning your campaigns based on click share insights, you can increase sales this season...and have a happier holiday!

Posted by Dimitris Meretakis, Product Manager, Google Shopping

The holiday shopping season is upon us once again, and advertisers are at the ready to make sure it’s their products that fly off the shelves. And this holiday, video will play a bigger role than ever in how those products fly off the shelves. Across a wide range of brands and categories, we’re seeing the power of TrueView video for driving consumer intent in addition to driving awareness. In a recent analysis of TrueView campaigns, 57% of campaigns saw lift in consideration and 24% saw a lift in favorability. Plus, 35% of campaigns saw a lift in purchase intent.1

Video can be an incredibly powerful tool in creating demand for your products. So over the past year, we’ve focused on creating tools on YouTube to help you connect the dots between inspiration and purchase. Today, we’re making these tools readily available to advertisers through AdWords. Here is a rundown of the features we’re launching.

New campaign set-up tailored to your marketing objectives
Setting up a video campaign should be as simple as telling us what action you want consumers to take – and today we’re announcing a way to do that right at the start of the campaign creation process. Whether your end goal is to drive sales, app downloads or to generally build your brand, you can now declare these goals right up front. Further, we’ll tailor the rest of your campaign set-up and optimization for your chosen marketing objective.
Shopping campaign option
App promotion campaign option
Drive app downloads at your set price with target cost-per-acquisition bidding
The holiday season is incredibly important for app promotion, as consumers outfit their new devices with apps. To start an app promotion campaign with video, select the new “app promotion” option to access settings specifically tailored for promoting apps. You can now use target cost-per-acquisition (CPA) bidding, which lets you define the amount you're willing to pay for a conversion, and then automatically sets your bids to give you as many conversions as possible at that price.

Clients participating in our beta have seen great results, including Com2us, the maker of the game Summoners War, whose Marketing Manager Eric Cho had this to say:
“At Com2us, we use TrueView for app promotion to acquire new app customers at scale across Europe, the Americas and Southeast Asia. Our campaigns are exceeding expectations around volume while maintaining our ROI goals. Target CPA bidding has allowed us to achieve our goals on Android and we look forward to expanding in the future.”
Target CPA bidding
New shopping formats now available in AdWords
And today, two powerful performance-oriented formats are available to all advertisers – both TrueView for Shopping and Shopping ads on YouTube are now available in AdWords.

TrueView for Shopping campaigns create interactive video ads that highlight the value of your products and drive consideration. These TrueView video ads have actionable shopping cards embedded in them which provide an easy bridge to purchase for viewers. They are also a powerful audience solution, enabling you to remarket to viewers who may have visited your site or viewed your other videos.
TrueView for shopping
Shopping ads on YouTube work even lower in the funnel, by enabling shopping cards on creator videos that feature your products. This is a great way to capture demand when viewers are most interested in exploring and researching products. These also allow you to extend the reach of your Shopping campaigns beyond

To extend your Shopping ads to YouTube, make sure your Shopping campaigns in AdWords are opted into search partners.

These new TrueView features are made possible thanks to our recent migration of TrueView video ads into the core AdWords front end, and represents only the first first step towards a simpler, goal-oriented video ad experience. Now get out there and drive some sales and app downloads with video!

Posted by Diya Jolly, Director, Video Ads Product Management

TrueView Brand Lift Meta Analysis of US Q3 2015 campaigns
Consideration n=708 studies
Favorability n=118 studies
Purchase intent n=211 studies

From monitoring account performance at scale to making cross-account campaign changes, manager accounts help many of the most sophisticated AdWords advertisers get more done in less time. To deliver more insightful reporting and scale your remarketing efforts, we’re introducing two new enhancements to manager accounts: Google Analytics account linking, and remarketing tag and list sharing.

Access your data with a single link

You can now link your Google Analytics or Google Analytics Premium account directly to your AdWords manager account using the new setup wizard in AdWords under Account Settings. This streamlined workflow for linking accounts eliminates the need to link each of your Google Analytics and AdWords accounts individually.
Now when you import your goals, website metrics, remarketing lists, or other data from Google Analytics, you'll only need to do it once. And whenever you add a new AdWords account to your manager account, it will automatically be linked with the same Analytics properties.

These enhancements save time so you can focus on optimizing your campaigns. You can learn more about linking your Google Analytics account into your manager account in the AdWords Help Center.

Scale your remarketing strategy

Many advertisers are seeing tremendous success re-engaging customers and finding new ones using Display remarketing, remarketing lists for search ads, and similar audiences. To help scale these efforts across the AdWords accounts you manage, you now have options for creating and sharing remarketing lists directly in your manager account from the new “Audiences” view, including any lists imported from Google Analytics or Customer Match.

You can also create remarketing lists using a manager-level remarketing tag and use them across your managed accounts. This eliminates the need to retag your website and manage multiple lists in each AdWords account. If any of your managed accounts have their own lists, they can be made available for use in your other managed accounts.

These enhancements make it easier and faster than ever before to get your remarketing strategy up and running. You can learn more about sharing remarketing tags and lists in the AdWords Help Center.

Posted by Vishal Goenka, Senior Product Manager, AdWords


Last month, we shared our 2015 holiday trends on how shoppers are preparing to shop early and throughout the holiday season. Though Black Friday and Cyber Monday remain key traffic drivers, mobile will make every day a shopping day. As a retailer, you’ll want to prepare your budgets and campaigns for peak traffic drivers but also optimize to reach shoppers throughout the holiday season.

To help you quickly analyze your Shopping campaigns and make the right adjustments, we’re launching a few new features just in time for the holidays:

Identify which product groups to optimize first
  • A product groups tab view at the campaign and account levels make it easier to compare performance and make changes across all product groups
  • Product groups filtering helps you select which product groups to optimize (e.g. those with the best cost-per-conversion) without needing to manually review all groups in your account
More insights to make better bidding decisions
  • Mobile bid adjustment simulator, launched earlier today is available at the campaign-level so you can size up your mobile opportunity as you change your mobile bid modifier
  • Conversion estimates included in bid simulator provide insight on how many conversions your ads may have received if a different bid was used
  • Performance metrics added to the subdivision dialog, like clicks and cost per conversion, to help you structure your product groups based on your performance

Let’s walk through how these will help you save time and make your holiday a little less crazy. Imagine you’re an apparel retailer, and you want to check-in on your campaigns a few days before Black Friday with plans to optimize your top selling products.

Firstly, shopping-related mobile searches have grown more than 120% year-over-year with no signs of slowing during the holidays.1 You’ve noticed a similar surge in your mobile traffic as well. Use the mobile bid adjustment simulator to optimize your mobile bids at the campaign level to see how adjusting your mobile bids can help increase traffic to your mobile site.
Mobile bid adjustment simulator
Now you want to dive a little deeper to optimize your product groups. By taking a look at the product groups tab at the account-level, you use product group filters to identify the “jackets” product group as the product group with highest conversions and lowest cost-per-conversion. Knowing this, you decide optimize the “jackets” product group.
Product group filters at the account-level
A low cost per conversion for “jackets” is a sign that there’s opportunity to scale and increase sales volume. By taking a look at conversion estimates in the bid simulator, you see the impact your bid changes might have on your product group to drive additional conversions and set bid to the conversion level you’d like to get for “jackets.”
Conversion estimates in bid simulator
Lastly, you see site data that a few jacket brands are already gaining traction from shoppers during early-bird sales. You can find out which jacket brands are selling better in your ads by taking a look at performance columns in the product group subdivision dialogue. Sort by total conversions or low cost per conversion to get an idea of which brands require separate, higher bids.
Performance columns in product group subdivision dialogue
And that’s it! This should help you optimize throughout the holidays quickly and efficiently. Now you can get back to your own shopping moments and maybe find a gift for yourself for all your hard work!

For more information, visit our Help Center to learn more about Shopping campaigns, the mobile bid adjustment simulator, and product group filtering. Also check out other ways you can analyze and scale your optimizations using the dimensions tab and scripts.

Posted by Dimitris Meretakis, Product Manager, Google Shopping

Google Global search data Q3 2014-Q3 2015, as defined by searches that trigger Shopping ads