America’s oldest flour company finds success on the web

From time to time we invite guests to post about items of interest and are pleased to have PJ Hamel, web producer for education and community at King Arthur Flour, join us today. In this post, PJ talks about the unlikely story of a small flour company based in Vermont that’s made it big with the help of the web. -Ed.

This is the story of a small, regional company that sells… flour. Yes, flour. It’s the story of how King Arthur Flour, a centuries-old company, used the web to grow into an international business, devoted to spreading the pure joy of baking throughout the world. Thanks to the web, it’s a story that will stretch far into the future.

Now America’s oldest flour company, King Arthur Flour began in 1790. George Washington had just become the United States’ first President. Despite the recent Revolution, Americans missed their English flour. So Henry Wood, a Boston entrepreneur, began to import flour from England. (Import from England—our arch-enemy? Even then, King Arthur Flour wasn’t afraid to make a bold move.)

Over the next two centuries King Arthur grew, in its own small way. The business gradually moved beyond the Boston area, and sold its flour throughout all of New England (we also moved our HQ to Vermont). In 1990, King Arthur launched The Baker’s Catalogue, a mail-order catalogue selling flour, tools and baking ingredients. Over the next five years, the catalogue helped introduce King Arthur Flour to markets outside of New England.

By 1996, King Arthur Flour was selling like hotcakes, with flour in supermarkets across the U.S. The World Wide Web was also growing in reach. That’s when we decided to make another bold move: taking our business online. We could see the power of the web—how it would enable us to reach customers and markets a small company like ours would never have had access to in the past.

King Arthur’s first site, in retrospect, was crudely designed and very, very basic. It featured five recipes, information about our flours and a bit of our history.

Since then, however, we’ve ramped up our presence on the web—and become tech savvy. Today, we’ve published more than 2,000 recipes online, all tested by bakers in our test kitchen. Over 75 percent of our catalogue sales now come in through our e-commerce site, which we built in 1999. We now connect directly with our customers through our blog, ratings and reviews and the social web.

Customers new and old find us via Google search, through both organic search results and targeted ads; we manage 2,000+ baking-related keywords on Google AdWords. Email marketing, and the spread of our recipes and content throughout the web, have established us as a true resource to millions of people who love to bake. In fact, during the peak of the holiday baking season, we receive almost 2 million site visits and 10 million pageviews per month.

And we’re always looking for new ways to inspire people to try baking. In the past year alone, we’ve implemented:

• a mobile- and tablet-optimized website
• the Google Catalogs app for iPad and Android
• SMS (text message) marketing
• QR codes on our flour bags and our catalogs
• Online baking contests
• Baking Hangouts on Google+ and free, live streamed baking classes

The energy we’ve put into our online presence has produced tremendous growth for the business. Our workforce has quintupled in size, and we’ve built a huge new warehouse to handle the enormous increase in orders and sales. Brand awareness (and flour sales) have reached new heights across the U.S.; indeed, around the world. And significant growth continues year after year, with no signs of slowing down.

King Arthur spent 205 years offline and 16 years (and counting) online. Thanks to the web, this little flour company in Vermont has truly become America’s baking resource. We’re a 221-year-old startup—looking to grow, and loving every minute of it.



Posted by PJ Hamel, Web Producer, Education and Community, King Arthur Flour

The Orabrush story: How a Utah man used YouTube to build a multi-million dollar business

From time to time, we post about how entrepreneurs have used Google tools to build successful businesses—both on and offline. In this post, you’ll read the story of how a Utah entrepreneur used YouTube to build a market for his tongue cleaner product, the Orabrush. Starting this month, CVS/pharmacy will begin carrying the product in stores across the United States. - Ed.

When Dr. Bob Wagstaff invented the Orabrush tongue cleaner, he tried all the traditional business strategies to sell his product. He invested $40,000 into a TV infomercial, approached retail shops to carry the Orabrush in stores and offered to sell his patent to other oral hygiene companies. None of it worked. The infomercial yielded only 100 orders, and people walked past the product in stores without a second glance.

As a final attempt to get his business off the ground, Dr. Wagstaff took the advice of Jeffrey Harmon, a local college student, and started marketing the tongue cleaners on YouTube. With a $500 budget, they produced and posted their first video introducing the Orabrush and offering the product for purchase online.



The quirky, commercial-style video explained that 90 percent of bad breath comes from bacteria on the tongue—hence the solution, the Orabrush tongue cleaner. Shot in a makeshift studio in the neighborhood pool hall (listen closely and you can hear the balls cracking in the background), the video went viral, rocketing to 16 million views.

Building a brand on YouTube
After the explosive reaction to their first video, Harmon took on the role as Chief Marketing Officer and began creating regular webisodes, introducing new characters like Morgan, the dirty tongue. Harmon then used YouTube video ads to reach more people and grow their fan base. The “Cure Bad Breath” videos built a loyal following, and their YouTube channel grew to nearly 40 million views.

After two years, Orabrush had sold more than a million tongue cleaners to people in 40+ countries. The Orabrush brand became so popular that local pharmacy store managers began contacting Orabrush directly, citing requests from customers who had heard about the brand online. This fall, Walmart began carrying the Orabrush tongue cleaners in its 3,500+ stores across the United States. And this week, CVS/pharmacy has added the Orabrush tongue cleaner to more than 7,000 stores across the country. That’s a lot of tongue cleaners!

These days Orabrush is taking a new approach to drive even more sales in stores. One of the first businesses to use YouTube TrueView video ads, Orabrush has created tailored endings to their videos that direct the viewer to the closest CVS/pharmacy carrying the Orabrush.

Elbow grease and a clever mascot
While Orabrush may have taken an unorthodox approach, their success came from old-fashioned elbow grease, perseverance and a bit of ingenuity.

“YouTube has helped normal people like Dr. Bob and a couple of college kids to take an idea, put it in front of people and get an honest response,” Harmon, now chief marketing officer at Orabrush, told us. “We can now play on the same terms as huge companies—and be successful.”

Hear more about Orabrush’s journey to success in this video:



Posted by Lane Shackleton, Product Manager, YouTube

Think Insights with Google is out of beta and packing a data punch

Quick pop quiz:

1. Based on search history, consumer demand for pretzels peaks in what month of the year?
2. How much (in $) does search add to the world’s GDP?
3. In 2011, what percent of people dreamed and brainstormed about their next vacation?
4. What percent of the daily queries on Google.com have never been seen before?

These are just a few questions that can be answered* on the new Think Insights with Google, our information and resource hub for marketers. The site is fresh out of beta and sporting a playful new look, helpful tools, more studies, the latest trends and exciting videos. We invite you to visit the site, take a look around and see what’s new.

If you only have a few minutes to spare, try playing with our new Real Time Insights Finder tool. With just a few clicks you can spot emerging trends and gain valuable consumer insights, all in real time. For example, the most popular video in common among males 25-34 in Italy and the U.S. is the Official Call of Duty: Modern Warfare 3 game trailer.

Although we’ve made a lot of enhancements to Think Insights based on initial user feedback, we’re always trying to iterate and improve. So please don’t be shy! Join the conversation by adding the Think with Google page on Google+ to one of your circles, or stay tuned for updates by subscribing to our newsletter.

Think Insights is forward-thinking and rooted in data. We hope you’ll use it as a one-stop shop for consumer trends, marketing insights and industry research.

*Answers to pop quiz (they can all be found on Think Insights in less than 60 seconds):

1. December, Real Time Insights Finder Tool
2. $540 billion directly to global GDP, The Impact of Internet Technologies: Search Study, Jul 2011
3. 50%, 5 Stages of Travel Interactive Infographic
4. 16%, Search Fact & Stat

Posted by Laura McClung, Ads Marketing

Increasing transparency and choice with ads on search and Gmail

Our advertising system is designed to show the right ad to the right person at the right time. Because ads should be just as useful as any other information on the web, we try to make them as relevant as possible for you. Over the coming weeks, we’re making improvements to provide greater transparency and choice regarding the ads you see on Google search and Gmail. Soon, you’ll be able to learn more about these ads by clicking the "Why these ads" link next to ads on Google search results and Gmail.

“Why these ads” gives you transparency
The perfect search ad answers your query and gets you what you’re looking for quickly. When you click the “Why these ads” link, you’ll find information about why you’re seeing a particular ad and how it’s personalized for you. If you’re searching for a local restaurant while you’re on vacation in Hawaii, you would see ads for restaurants that are nearby, rather than restaurants in your hometown. Or if you’re researching flat-panel televisions, and performing a series of similar searches in quick succession, you could see ads based on the query that you just entered, or based on a few recent and related queries within a single browser session. By considering the language you’re using, your geographic location and various other indications, we’re able to show you the best ads possible. We’ve been showing ads in this way for years as a way to help you quickly find what you're looking for.

Ads Preferences Manager gives you choice
You can also go to the Ads Preferences Manager to make changes that improve the ads that you're seeing, including blocking specific advertisers you’re not interested in or turning off ads personalization entirely (of course, you can change your mind at any time). Here’s a video from our lead software engineer, Diane Tang, with more background:



We regularly experiment with new ways to improve our ads to make them more relevant and to help marketers grow their businesses. When we run these experiments, we’ll continue to explain why the ads are showing when you click the “Why these ads” link.

As we’ve done with display ads, we’re committed to giving you notice and control over the ads that you see. We’re always working to deliver the perfect ad, and we know that it’s important to have a choice about the kinds of ads that are shown to you. If you don’t wish to see personalized ads, the choice is yours.

To find out more, visit the Inside AdWords blog and the Help Center.

Posted by Susan Wojcicki, SVP, Advertising

Mo-mentum: what’s new with mobile search advertising

Mobile search helps people find what they need in a snap. Whether they’re choosing between two restaurants, shopping for a new watch, or buying a movie ticket, people make better decisions when they have access to more information. Search ads are information—answers—and on mobile devices, they’re able to connect people and businesses in new, useful and relevant ways.

Today, we’re unveiling new mobile search ad formats and some new details about the ways many different businesses are benefiting from mobile advertising.

Search ads, meet mobile apps
We’re bringing the worlds of search and apps together with mobile advertising in a few ways:

• Search ads in mobile apps: Lots of mobile apps give people the ability to search for information—like an app that lets you search for a restaurant nearby. Today we’re announcing Custom Search Ads for these apps. These ads provide useful and relevant answers, for people searching within a mobile app. Custom Search Ads will also help app developers earn more money to fund their apps and grow their businesses on mobile.
  
  
  
  Custom Search Ads in mobile apps
  
  
• Click to Download: Not surprisingly, many people use Google to search for information about mobile apps. This ad format helps consumers right when they're searching for information about an app, linking them directly to the App Store or Android Marketplace to download. We’ve recently enabled app developers to include app icons and information about the app in their ad unit so that people can make more informed decisions about whether they want to download the app.
• Mobile App Extensions: This new, beta ad unit enables businesses to use mobile search ads to direct someone to a page within a mobile app already installed on their phone. For example, if someone searches for sneakers on a mobile device, they might see an ad that takes them directly into a cool shopping app they’ve installed on their phone.

Local search ads—so hot right now
Building local context into mobile ads makes them more useful both for both consumers and businesses. Here are a few specific examples:

• Click to Call: We introduced these ads for high-end smartphones less than two years ago and they're now driving millions of calls per week to hundreds of thousands of businesses around the world. Click to call ads have been very effective in generating leads for businesses of all sizes, across many verticals—more people can call an Enterprise Rent-A-Car near them for rentals and more potential customers can connect with ADT Security for alarm system expertise, for example.
• Hyperlocal search ads: Launched a year ago, these search ads contain useful local information like phone numbers, driving directions, a number to click and call a business directly, and also show people how far they are from specific business locations. Roy’s Restaurants’ efforts with this format led to a 40 percent increase in call volume—and lots more full tables!
• Proximity as a factor in mobile search ads ranking: The distance between a person and an advertiser’s business location is now a factor in mobile search ads ranking. This means an ad for a business with a physical location close to to a consumer may perform better in AdWords—driving more mobile traffic at a lower cost. The feature will be effective only when consumers opt in to share their device location for mobile searches. It will make our hyperlocal format more useful for businesses and users—advertisers can get started with this by creating Location Extensions for their mobile campaigns. Particularly this holiday season, when consumers are using their mobile phones to find a nearby store for last minute gift purchases, this new feature will help connect customers with storefronts.
• Circulars: We began testing this new ad format with Best Buy and Macy’s earlier this month. When someone clicks on a search or display ad (on desktop, mobile or tablet devices), they may see these engaging ads which contain photos of relevant products and special offers. With a few simple clicks, people who are at their desk can email that circular to their mobile phones, and later walk into their local store, flash their phone and redeem the offers.

Macy’s Circular ads on mobile

The exciting thing for mobile users and businesses is that the possibilities for mobile search advertising are nearly endless. We’re looking forward to helping businesses and consumers alike take advantage of this brave new (mobile) world.

Posted by Surojit Chatterjee, Senior Product Manager, Mobile Ads

Ads are just answers

When CafePress first started printing shirts in 1999, online retail was still a nascent industry and Google had yet to sell its first ad. Soon CafePress started selling products through search ads on Google, and their business took off. Today, CafePress hosts millions of shops online where customers can choose from more than 325 million products on nearly any topic, from wall art to phone cases.

Just as CafePress has broadened its offerings over time, we've also worked to improve and expand our search advertising products. What started as three lines of simple text has evolved into ads that are multimedia-rich, location-aware and socially-amplified.

Today CafePress uses Sitelinks to direct people to specific pages of their website, helping customers find what they’re looking for faster. On average, ads with three rows of links, or three-line Sitelinks, are more than 50 percent likely to get clicked on than ads without Sitelinks. More than 200,000 advertisers have joined CafePress in using Sitelinks in at least one campaign.

Monday at Advertising Week in New York City, I’ll be talking about how advertisers have been quick to adopt these new formats since we first began experimenting nearly two years ago. Businesses from the smallest retailer in Idaho to the largest Fortune 500 company in New York have seen how these innovations in search advertising can help grow successful businesses. In fact, roughly one-third of searches with ads show an enhanced ad format.

Here are a few ways these new ad formats are helping people find valuable information faster:

Visual. Not only can you find theater times for a new movie, you can watch the trailer directly in the ad. Media ads put the sight, sound and motion of video into search ads. With Product Ads, people can see an image, price and merchant name, providing a more visual shopping experience. Because this format is often so useful, people are twice as likely to click on a Product Ad as they are to click on a standard text ad in the same location, and today, hundreds of millions of products are available through Product Ads.

Local. More than 20 percent of desktop searches on Google are related to location. On mobile, this climbs to 40 percent. Location-aware search ads can help you find what you’re looking for more easily by putting thousands of local businesses on the map—literally. More than 270,000 of our advertisers use Location Extensions to attach a business address on at least one ad campaign, connecting more than 1.4 million locations in the U.S. via ads. And, with our mobile ad formats, not only can you call a restaurant directly from the ad, you can also find out how far away the restaurant is located and view a map with directions.

Social. With the +1 button people are able to find and recommend businesses with their friends. Since introducing the +1 button earlier this year, we now have more than 5 billion impressions on publisher sites a day. If you’re a business owner, the +1 button enables your customers to share your products and special offers easily with their network of friends, amplifying your existing marketing campaigns.

We're continuing to experiment with search ads to help businesses like CafePress grow by connecting with the right customers. Starting today, you can drop by our site to check out what’s new with search ads and learn about all the improvements we’ve been working on recently.



We’re developing ads that provide richer information to you because we believe that search ads should be both beautiful and informative, and as useful to you as an answer.

Posted by Nick Fox, Vice President of Product Management

New tools to help publishers maximize their revenue

What do a celebrity blog, a video interview on a newspaper site and a cable channel’s smartphone app have in common? They’re all supported by advertising...and they’re all examples of how the lines between media formats are blurring.

These increasingly blurry lines are not only resulting in highly engaging forms of content for users, but many new revenue opportunities for publishers. A wave of innovation and investment over the past several years has also created better performing ads, a larger pool of online advertisers, and new technologies to sell and manage ad space. Together, these trends are helping to spur increased investment in online advertising. We’ve seen this in our own Google Display Network: our publisher partners have seen spending across the Google Display Network from our largest 1,000 advertisers more than double in the last 12 months.

With all these new opportunities in mind, we’re introducing new tools for our publisher partners—in our ad serving technology (DoubleClick for Publishers) and in our ad exchange (DoubleClick Ad Exchange).

Video and mobile in DoubleClick for Publishers
Given the changes in the media landscape, it’s not surprising that we’ve seen incredible growth for both mobile and video ad formats over the past year: the number of video ads on the Google Display Network has increased 350 percent in the past 12 months, while AdMob, our mobile network, has grown by more than 200 percent.

Before now, it’s been difficult for publishers to manage all their video and mobile ad space from a single ad server—the platform publishers use to schedule, measure and run the ads they’ve sold on their sites. To solve this challenge, we’re rolling out new tools in our latest version of DoubleClick for Publishers that enable publishers to better manage video and mobile inventory. Publishers will be able to manage all of the ads they’re running—across all of their webpages, videos and mobile devices—from a single dashboard, and see which formats and channels are performing best for them.

A handful of publishers have already begun using the video feature and it appears to be performing well for them: we’ve seen 55 percent month-over-month growth in video ad volume in the last quarter. In other words, publishers are now able not only to produce more video content, but to make more money from it as well.

Direct Deals on the DoubleClick Ad Exchange
Another way publishers make money is to sell their advertising via online exchanges, like the DoubleClick Ad Exchange, where they can offer their ad space to a wide pool of competing ad buyers. This has already proven to generate substantially more revenue for publishers, and as a result we’ve seen significant growth in the number of trades on our exchange (158 percent year over year).

However, publishers have told us that they’d also like the option of making some of their ad space available only to certain buyers at a certain price—similar to how an art dealer might want to offer a painting first to certain clients before giving it to an auction house to sell. So we’re introducing Direct Deals on the Doubleclick Ad Exchange, which gives publishers the ability to make these “first look” offers. For example, using Direct Deals, a news publisher could set aside all of the ad space on their sports page and offer it first to a select group of buyers at a specific price, and then if those buyers pass on the offer, automatically place that inventory into the Ad Exchange’s auction.

Looking back at that blog, news site and app, we’d like them to have one more thing in common—being able to advantage of new opportunities to grow their businesses even further. These new tools, together with the other solutions we’re continuing to develop, are designed to help businesses like them—and all our publisher partners—do just that, and get the most out of today’s advertising landscape.

Posted by Neal Mohan, Vice President of Display Advertising

Making local online advertising easy with Google AdWords Express

(Cross-posted on the Lat Long, Inside AdWords and Small Business blogs)

Today, we're officially introducing AdWords Express, a faster and simpler way to start advertising online in under five minutes. We first launched this product as Google Boost last October for a small number of local businesses. Since then, we’ve continued to improve the product and enabled all U.S. businesses new to online advertising to reach customers with ease. AdWords Express is designed to help local businesses that aren't already AdWords advertisers create effective campaigns—watch the video below to see how you can create and run an online campaign from start to finish in just a few clicks:



AdWords Express helps potential customers find your website or Place page, and gives you a quick and straightforward way to connect with them and grow your business. You simply provide some basic business information, create your ad, and your campaign is ready to go.


After you sign up, the campaign will be automatically managed for you. AdWords Express will figure out which searches should trigger your ad to appear and displays it when these searches happen. Your ad will be shown in the Ads section of search results pages—on the top or right hand side—and in Google Maps with a distinctive blue pin. Customers can see your ad whether they’re searching on laptops or mobile phones.


As with all our ad products, you pay only when a customer clicks on your ad. To make things even easier, AdWords Express optimizes your ads to get the most out of your advertising campaign and budget.

Many businesses are already finding success through AdWords, but we know many of you are looking for an easier way to begin advertising online. Visit www.google.com/awexpress to sign up or learn more about how it works.

Posted by Kiley McEvoy, Product Manager, AdWords Express

Think Quarterly: new insights and perspectives for our partners

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.

Posted by Susan Wojcicki, Senior Vice President of Advertising

Helping publishers get the most from display advertising with Admeld

(Cross-posted on the DoubleClick Publisher Blog)

It’s now clear that investments in new technologies, new ad formats and improved buying and selling processes are helping to grow the display advertising pie. This benefits publishers who make more money from display ads, users who receive free ad-funded content and marketers who are able to grow their businesses online.

However, we often hear from major website publishers that ad management today is still mind-numbingly complicated and inefficient. We’ve been investing in our publisher tools to try and improve this landscape and have made great progress, but we think we can do even better. To help major publishers get the most out of the rapidly changing and growing display ad landscape, we’ve signed an agreement to acquire Admeld, a New York-based yield optimization firm.

Here’s a basic summary of the display ad industry, from the perspective of major publishers. There are lots of different ways that they can sell their display ad space. Often, they’ll sell space directly to advertisers or agencies, using an ad server to actually deliver and measure the ads (like Microsoft’s Atlas, AOL’s AdTech, DoubleClick's DFP, Yahoo’s APT, OpenX, Zedo, 24/7 Real Media and others). Alternatively, they’ll make their ad space available indirectly—to hundreds of ad networks (like Advertising.com, Specific Media, Collective, 24/7, ValueClick, Vibrant, AdSense, Undertone and others), each with thousands of advertisers, or to various advertising exchanges or technology platforms (like Yahoo’s Right Media, OpenX, DoubleClick Ad Exchange, ContextWeb, AdBrite, AppNexus and others) that match them with ad buyers (like ad networks and demand side platforms) who represent advertisers, in real-time marketplaces.

Some publishers also work with a “yield optimization” provider (such as Rubicon Project, Pubmatic and others) that supplies technology to select ads from across these many indirect options, while providing personalized service and support. In a very complex and rapidly growing display ad landscape, that’s what Admeld does.

Providing better ad management services to publishers is an area that has seen a huge amount of investment in recent months. Formed just over three years ago, the Admeld team is an example of the huge strides the industry is making—it has quickly developed a great service that is helping many major publishers manage their ad space more efficiently and profitably.

By combining Admeld’s services, expertise and technology with Google’s offerings, we’re investing in what we hope will be an improved era of flexible ad management tools for major publishers. Together with Admeld, we hope to make display advertising simpler, more efficient and more valuable, provide improved support and services, and enable publishers to make more informed decisions across all their ad space. These are all things our publisher partners have been asking us to further invest in. Of course, Admeld will continue to support other ad networks, demand side platforms, exchanges and ad servers, to yield the best possible results for publishers.

We believe that this investment will be an important step to help online publishers, and will further improve and grow the display advertising industry as a whole.

Posted by Neal Mohan, Vice President of Display Advertising

There’s a perfect ad for everyone

It’s been an exciting year in the display advertising business—the movement of media online and the emergence of new technologies are causing incredible growth, and we’re investing significantly to help improve display advertising for publishers, advertisers and users. But I believe we’re poised to make even greater advances in the years ahead. We’re at the beginning of a user-focused revolution, where people connect and respond to display ads in ways we’ve never seen before.

This was the subject of a keynote I gave this morning at the Interactive Advertising Bureau’s Innovation Days @ Internet Week entitled “There’s a perfect ad for everyone.” You can view the recording at google.com/watchthisspace. In the speech, I made six predictions about how display advertising will change for the better by 2015:

1. The number of display ad impressions will decrease by 25 percent per person. Today, people are bombarded by online ads, but they don’t connect with most of these ads in a meaningful way. I believe the trend will be for people to ultimately see fewer, but better ads.
2. Engagement rates across all display ads will increase by 50 percent. As ads become less cluttered, more relevant, more engaging and more attractive, we’ll see the rate at which people interact with display ads (such as watching videos or playing games) increase dramatically.
3. People will have a direct say in 25 percent of the ads they see. Whether by choosing to watch—or not watch—video ads, updating their ads preferences to customize the ads they see or actively subscribing to or choosing to receive particular ads, users will be more in control of when and how they see ads online.
4. 35 percent of campaigns will primarily use metrics beyond clicks and conversions. Technology is helping marketers measure their ads with new tools that look at factors like emotional engagement and impact on offline behavior (like in-store shopping choices). We see a longer-term future where these become the primary metrics used to measure the success of a campaign, meaning marketers will be able to deliver the ads that potential customers say they like the most.
5. 25 billion ads per day will tell people why they are seeing them. We believe it’s important to give people as much information as possible about why they see particular ads. That’s why we’ve always included an “Ads by Google” notice, and now the AdChoices logo, on ads across the Google Display Network. We strongly support the widespread use of this logo by members of the display industry and by 2015, believe that this sort of notice will become ubiquitous.
6. Over 40 percent of online Americans will name display ads as their favorite ad format. We recently conducted a survey with YouGov of more than 1,000 U.S. Internet users, asking them what ad formats they liked. The number of people who said they preferred display ads trailed slightly behind the number who liked glossy magazine ads, cinema ads and even sky-writing—formats that have been around for more than 50 years! We think this will change. Display ads provide an incredible platform to engage, excite and inspire. If we as marketers, publishers and technology providers can deliver experiences that delight the user, we can take this industry to new heights.

I believe that display advertising will eventually grow to become a $200 billion industry. If we make users our focus as I described this morning, it will put us well on track to reach that goal. I can’t wait to see a future in which the full potential of display ads is realized, providing a universally positive experience for people online and helping grow the businesses of publishers and marketers.

Posted by Neal Mohan, Vice President of Display Advertising

AdMob celebrates one year at Google as mobile growth accelerates

As we approach the first anniversary of AdMob’s arrival at Google this Friday, it’s amazing to look at how much the mobile industry has grown since last year: an estimated 300 million smartphones were shipped, average smartphone data-usage doubled and hundreds of thousands of new mobile apps have been created.

Many thousands of mobile publishers and developers use ads to support their businesses, so we’re excited to see rapid growth in mobile advertising, too. For example, in the last year, traffic on the AdMob network has grown more than three and a half times, and we now get more than 2.7 billion ad requests every day. We have thousands of advertisers both large and small getting great results every day on AdMob’s network of more than 80,000 mobile apps and sites. To celebrate AdMob’s first year at Google, today we’re introducing a set of new products and features for mobile advertisers and publishers.

New ad formats for tablets
In the last six months alone, traffic from tablets on the AdMob network has increased by 300 percent. To help advertisers better connect with tablet users, today we’re launching a variety of new, tablet-specific rich media ad formats. These new HTML5-based ad formats are built specifically for tablets’ larger, high-definition screens, and make use of features like touch, tap and swipe. Together, these features will enable advertisers to develop rich, engaging campaigns and run them across multiple mobile platforms.



Enhanced tools for mobile app developers
To help app developers grow their app businesses, we’re releasing a significant upgrade to our AdMob “House Ads” product, which developers can use to promote their own products within their mobile apps. The new version includes improved campaign management, new ad formats and better ad targeting options.

In the coming months, we’ll also improve mobile app developers’ ability to use AdMob to deliver the most valuable ad by integrating a new “mediation” feature that selects the best ad from multiple, competing ad networks directly into the Google AdMob Ads SDK.

Deeper integration with Google advertising products
Many advertisers, agencies and publishers use DoubleClick’s ad serving and measurement tools to manage their digital ad campaigns. We envision a single platform that enables seamless management of ads across desktop, video, mobile and tablets. Our announcement earlier this week about the availability of DoubleClick Rich Media ads on the AdMob Network on the AdMob network is one example of this commitment. In a few weeks, we’ll also add support for mobile to our DoubleClick for Publishers (DFP) Small Business ad serving product, which thousands of web publishers use today to manage ads that appear on their sites.

The last year has seen incredible growth, but it’s just the beginning. We believe that the products we’re announcing today will further accelerate the growth of mobile advertising, enable marketers and developers to rapidly grow their businesses and help to fund more great mobile content and apps for users.

Posted by Clay Bavor, Product Management Director, Mobile Display Ads

Google’s 2010 U.S. Economic Impact

This week is National Small Business Week, an opportunity to celebrate the spirit and ingenuity of small businesses like Everblue, a start-up in North Carolina.

Everblue was founded in 2008 by veterans Chris and Jon Boggiano along with fellow entrepreneur Grant McGregor. The brothers’ goal was to make the U.S. more energy independent by helping people get certified in sustainable building practices. With old-fashioned hard work and some help from Google AdWords, their business has quadrupled in size. They now have 80 full time employees and instructors, and this year alone they’ll train tens of thousands of people—architects, engineers, electricians and others—to build smarter and greener.

Chris and Jon Boggiano, veterans and co-founders of Everblue, a training institute for sustainable building.

Today we’re announcing that Google provided $64 billion of economic activity to businesses, website publishers and non-profits in 2010. This is an 18% increase from the economic impact total in 2009. Here’s how it works: for every $1 a business spends on Google AdWords, they receive an average of $8 in profit through Google Search and AdWords.

We’re proud that Everblue and over one million American businesses use our advertising services to tell consumers about their products and services. Learn more at google.com/economicimpact.

Posted by Claire Hughes Johnson, Vice President, Global Online Sales

Think Insights with Google: a new site for data lovers

It’s one of our guiding principles that data beats opinion. With that in mind, our marketing team has put a lot of effort into posing interesting questions—How do new mothers use the Internet? When do people really start their holiday shopping? What trends typify today’s Hispanic web user?—and answering them with concrete information to help marketers make better informed decisions.

Starting today, we’re sharing this knowledge at Think Insights with Google, a website where we’ll publish our data-supported insights about digital marketing trends. From papers to case studies to videos, Think Insights represents the ongoing work we’re doing to better understand how people use the web, and how marketers are adapting to this changing terrain. We’ll update the site frequently, so if you'd like to keep up with our latest news, sign up for email alerts to satisfy your monthly Think Insights fix.

Posted by Jenny Liu, Senior Product Marketing Manager

Helping America’s startups grow

(Cross-posted on the Small Business Blog)

Every business starts out small—whether with an idea or the hanging of a shingle outside an office or storefront. Even Google was once a small business, operating out of a garage in Menlo Park, Calif. We’re proud of our success, but we’re even more proud of the role we’ve played helping a lot of other businesses grow. In fact, in 2009 Google search and advertising tools generated $54 billion of economic activity in the United States.

To further help new American businesses create economic growth, today we’re announcing a commitment of up to $100 million to the Startup America Partnership—an alliance of the country's most innovative entrepreneurs, corporations, foundations and other private sector leaders—for companies to promote their business with Google advertising over the next year.

Startup America participants will be able to use Google advertising platforms like AdWords and Boost and receive a $1,000 Google match for $1,000 spent between June 1, 2011 and June 1, 2012. Our chief economist Hal Varian has calculated that businesses make an average of $2 in revenue for every $1 they spend on AdWords, so we think this commitment will be especially powerful.

If you are (or know of) an entrepreneur that’s interested in getting involved with the Startup America Partnership, you can visit its Resource Center for more information. Our goal as a participant in this national initiative is to help entrepreneurs grow amazing businesses, and we believe our commitment will help them do it.

Posted by Claire Hughes Johnson, Vice President, Global Online Sales

Free phone support for AdWords advertisers

We’ve worked hard to keep in touch with our AdWords customers and we’re always looking for new ways to support you. Currently we offer email and online support, and today we’re introducing free phone support for all of our U.S.- and Canada-based AdWords customers. When you have a question about your account or advertising campaigns, you can now call an AdWords specialist if you prefer.

We’re adding phone support for a simple reason: you asked for it! You told us that while you appreciate online resources like our AdWords Help Center, you also want the option to get live, expert support when you need it. We heard you, and got to work assembling a team of AdWords experts to answer your calls.

The new phone option is one of many tools that can help you succeed with AdWords—and (most importantly!) find even more customers. You can also email us, or learn from other advertisers in the AdWords Help Forum. Our AdWords Online Classroom offers free online courses on a wide variety of AdWords topics, from the basics to great tips to take your account to the next level.

To speak to one of our specialists, give us a call at 1-866-2Google between Monday-Friday, 9am-8pm Eastern Time. This number is for current AdWords advertisers only, so please make sure you have your customer ID ready. We look forward to speaking to you and learning more about your business.

We'll roll phone support out to advertisers in other countries in the coming months.

Posted by Francoise Brougher, VP, Global Advertising and Product Operations

+1’s: the right recommendations right when you want them—in your search results

Our goal at Google is to get you the most relevant results as quickly as possible. But relevance is about relationships as well as words on webpages. That’s why we recently started to include more information from people you know—stuff they’ve shared on Twitter, Flickr and other sites—in Google search results.

Today we’re taking that a step further, enabling you to share recommendations with the world right in Google’s search results. It’s called +1—the digital shorthand for “this is pretty cool.” To recommend something, all you have to do is click +1 on a webpage or ad you find useful. These +1’s will then start appearing in Google’s search results.

The +1 button will appear next to each search result

After pressing the +1 button, you have the option to undo the action immediately

Say, for example, you’re planning a winter trip to Tahoe, Calif. When you do a search, you may now see a +1 from your slalom-skiing aunt next to the result for a lodge in the area. Or if you’re looking for a new pasta recipe, we’ll show you +1’s from your culinary genius college roommate. And even if none of your friends are baristas or caffeine addicts, we may still show you how many people across the web have +1’d your local coffee shop.

The beauty of +1’s is their relevance—you get the right recommendations (because they come from people who matter to you), at the right time (when you are actually looking for information about that topic) and in the right format (your search results). For more information about +1, watch this video:



So how do we know which +1’s to show you? Like social search, we use many signals to identify the most useful recommendations, including things like the people you are already connected to through Google (your chat buddies and contacts, for example). Soon we may also incorporate other signals, such as your connections on sites like Twitter, to ensure your recommendations are as relevant as possible. If you want to know who you're connected to, and how, visit the “Social Circle and Content” section of the Google Dashboard.

To get started +1’ing the stuff you like, you’ll need to create a Google profile—or if you already have one, upgrade it. You can use your profile to see all of your +1’s in one place, and delete those you no longer want to recommend. To see +1’s in your Google search results you’ll need to be logged into your Google Account.

We’ll be slowly rolling out +1’s, starting in English on Google.com. If you can’t wait to start seeing +1’s, we’ll soon let you opt-in to the launch by visiting our experimental search site. Initially, +1’s will appear alongside search results and ads, but in the weeks ahead they’ll appear in many more places (including other Google products and sites across the web). If you’re an advertiser and want to learn more about how the +1 button works on search ads and websites, visit our AdWords blog.

We’re confident that +1, combined with all of the social content we’re now including in search, will mean even better, more relevant results than you get today.

Posted by Rob Spiro, Product Manager

Three years of Google + DoubleClick by the numbers, and video arrives on the DoubleClick Ad Exchange

In 2008, we acquired DoubleClick, and our efforts to make the display advertising landscape a better, simpler place for users, publishers and marketers began in earnest. Today marks exactly three exciting years together. The time has flown by, and we’ve made huge strides towards our goal, largely powered by DoubleClick’s technological and industry expertise.

Here are a few of the things we’ve achieved in the past three years: we’ve offered people control over what ads they see on the web, created a new way for advertisers and publishers to buy and sell ads, given publishers a powerful tool to maximize the value of their content, introduced a way to bring a campaign to life across the web with instantly customized creative, added a platform to buy across ad exchanges in real time, enabled small advertisers to launch display campaigns in minutes, introduced a highly effective way of delivering ads to interested consumers on the Google Display Network and rolled out video ads that allow consumers to watch only the ads they want to see (while letting advertisers pay for only the ads that consumers watch).

We realize that the display industry is still complex (we actually turned to the laws of physics to help marketers navigate their way through it). But we’re getting there.

A few numbers help tell the story of the past three years:

• 5,400,000: A rough estimate of the hours our engineers have spent working on our display business since 2008 (that’s equivalent to 616 years without sleep or rest)
• 33 billion: Our estimate of the number of potential customers that our clients’ display ads have driven immediately to marketers’ websites (to say nothing of the exposure, engagement and brand-building that these ads enable)
• 5: On sites in the Google Display Network, the number of times larger that spending on display ads is today, compared to three years ago (that’s like a toddler growing to the size of a one-story house)

We’re kicking off year four with another step towards our overall vision: the addition of video ad formats to the DoubleClick Ad Exchange. We’re about to start a beta test, allowing Ad Exchange buyers to run in-stream video ads on YouTube using real-time bidding technology. (We’ll eventually extend this capability to include additional video formats and will serve ads on more videos across the web.)

We think that video ads are going to quickly become an even bigger piece of the display landscape. And in our own survey with Digiday, about 20% of marketers indicated that they wanted to use real-time bidding to buy video ads this year. Combining the power of exchange buying with the potential of video will to help grow the advertising pie (or in honor of today’s anniversary, cake) for everyone.

We can’t wait to see what else the next year has in store.

Update 10:53 AM: Fixed one of our estimates.

Posted by Susan Wojcicki, Senior Vice President, Product Management and Neal Mohan, Vice President, Product Management

The three laws of display advertising physics

It’s not just the Android team that is exploring the outer reaches of our galaxy. In recent years, advertising technology has had its own “Big Bang": a rapid onset of incredible growth and expansion in the display advertising universe.

Display advertising is one of our big focus areas. Better display advertising helps to fund the websites and content we all use and read, provides useful and engaging commercial information, and helps large and small advertisers to reach new customers, increase sales and grow their businesses.

Just as the laws of physics have helped us make sense of our own expanding universe, we think that there are three “laws of display advertising physics” to help advertisers and agencies thrive. We’ve laid out these laws and what they mean for advertisers and agencies on our Agency Ad Solutions Blog:

1. The Theory of Relativity: The distinction between different advertising technologies (like ad networks and demand side platforms) is blurring. Each of these technologies provides similar ways to achieve your marketing goals, depending on how you want to manage your campaign.
   
   
2. Fusion Theory: There’s a few different ways to deliver ads to people. Each on their own is powerful, but combining these different ways unlocks the best results.
   
   
3. The Law of Perpetual Motion: New technology is driving rapid change in display advertising—which is constantly improving marketers’ creative palettes and the way that ads are bought and sold. Embracing new media and technology provides a key way for marketers to differentiate and grow their businesses in a new universe.

The expansion in the advertising industry is leading towards a future with a better advertising universe for everyone—where people see more relevant, useful ads, publishers get better returns to fund their content and marketers can run more effective campaigns.

Posted by Neal Mohan, Vice President of Product Management

Dialed up: the rapid launch and growth of Click-to-Call

This post is the first in our series profiling entrepreneurial Googlers working on products across the company and around the world. Here, you’ll get an in-depth look at how one of our most successful mobile advertising features was launched by one and a half engineers in a matter of months. -Ed.

I’ll always remember my first cell phone—a big, black brick that was really only good for making calls. While technology certainly has advanced since then, I still appreciate the speed of connecting to people and businesses instantly over the phone, something that I found harder and harder to do when I searched, for example, for the number of a restaurant to make a reservation.

So in June of 2009, a few engineers and I pooled our 20% time and worked to develop a prototype of what would eventually become Click-to-Call for smartphones, an ad unit that makes it easier for people to connect to a business by phone, rather than through a website.


Building the feature was the easy part; essentially, we developed an ad extension that allows advertisers to include a phone or location in their campaigns. However, it was launching it to advertisers that posed the biggest challenge.

With new products like Click-to-Call, we often choose to launch in beta, and incrementally roll out the features to a small subset of users, usually beginning at a 1% test and increasing from there. With Click-to-Call, we’d developed a mobile feature that we wanted to launch as soon as possible, but since mobile advertising was much smaller at that point—then with only about one-sixth as many search queries we get today—we calculated that it would take nearly three years to roll out to 10% and around 10 years to actually launch it. At that rate, the feature would likely become antiquated long before it ever officially launched.

So I decided not to follow the usual process and took a risk, choosing to launch to 50% of Google’s mobile advertisers within the first week. In my view, there was simply no other way to collect enough feedback in a short period of time so that we could quickly iterate based on feedback. Thousands of advertisers—an unprecedented amount for a brand-new feature—were on board to try it out, and with a few engineers and some pretty massive spreadsheets, we started to see real results. Within a month, we had the magical ingredient—momentum—and from there we were collecting enough feedback to be on track to bring the feature to all advertisers in a matter of months.


This is one of the reasons I work at Google. Google gives me freedom to experiment, ownership of my ideas, and amazing resources and support. We built Click-to-Call in June 2009, began testing it in July, and had it up and running for all advertisers in January 2010. One year later, Click-to-Call ads on both search and the Google Display Network are generating millions of calls every month on mobile phones and driving strong performance for advertisers.

If you’re interested in exploring some of the most significant trends in mobile, you can watch our Think Mobile livestream this Thursday, February 10 at 1:05pm EST, where we’ll discuss why it’s “not too late for businesses to still be early” in this space.

Posted by Surojit Chatterjee, Senior Product Manager, Google Mobile Ads team