Google’s New Conversion Tools – Estimated Total Conversions


Online ads, such as Google search ads or display ads across the Google Display network, have proven successful over the years at increasing website traffic, online sales and other conversion goals. Google now has a new group of tools—Estimated Total Conversions—that help business owners track whether online ads actually aid in driving foot traffic to their brick-and-mortar establishments.

Estimated Total Conversions is made up of three separate tools—Estimated Cross-Device Conversions, Store Visits and Calls—which give marketers more insight into how AdWords drives conversions. Not only does it show you the traditional online conversions you see today, but it also shows estimated conversions that take place via multiple devices, through in-store visits and from phone call conversions.

Estimated Cross-Device Conversions is the first of the three tools launched under the Estimated Total Conversions umbrella. A cross-device conversion starts as a click on a search ad on one device and ends with a conversion on another device.

The Store Visits tool gives marketers insight on which types of search ads—to include local inventory and product listing ads—motivate people to go into the store. The new tool uses an algorithm to estimate how many people went into a store as a result of seeing an online ad within the past 30 days. Storeowners are given anonymous data collected from smartphone users who have turned on location history on their phones. For advertisers to qualify for Store Visits, they need to verify their location with Google and set up location extensions in their AdWords account.

Store Visits data is now only available in the U.S. and will slowly roll out over the next few months. Though this is excellent data to have, the data collected from Google is only a rough estimate on how many people actually acted after seeing ads.

These new conversion tools have already gained interest from Office Depot, as well as Famous Footwear’s CMO, Will Smith: “The insight that we’re getting from our partners at Google are really showing that the influence of online advertising is, in fact, not only getting people to shop on, but to shop our stores across the country, as well.” After a year of testing, Famous Footwear found that roughly 15-17% of clicks on their ads led to in-store visits.

Keep an eye out for the third installment of Google’s Estimated Total Conversion tools—Calls—in 2015, as well as other Google products to help assist in your online advertising. Robertson & Markowitz Advertising and Public Relation’s web department, Robmark Web—a Savannah, GA website company—specializes in AdWords and other online strategies, including SEO and website development. Start your 2015 off right with a revitalized online marketing strategy with the help of Robmark Web.

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Firefox-Yahoo Partnership Part 2: What Google Should Have Learned from Netflix

Red PandaFollowing up on our recent post on the new Firefox-Yahoo alliance, we have already seen industry-shaking effects of the new partnership.

Immediately following the release of Firefox 34, Yahoo’s search market share jumped from 9.6% to 29.4%. The roughly 20% that Yahoo gained came at Google’s expense.

The breakdown among the three top search engines now sits at Google-63%, Yahoo-29%, Bing-6%. This is a major shake-up compared to the approximate Google-80%, Bing-10%, Yahoo-10% status quo we had been accustomed to.

This recent turn of events shows that while Google search has been king for several years, its crown was one that was bought and paid for. Google’s dominance has largely been propped up by its default search status on Firefox and on Apple’s Safari browser, which Google paid hundreds of millions of dollars per year to retain.

That business relationship between Google and web browsers worked well for all parties involved for a limited period of time. Firefox and Apple, with no search engines of their own, once had no conflict of interest in selling its default searches to Google. But as Google expanded its family of products by releasing its own Chrome browser and acquiring the Android smartphone operating system, it started to sour the quid-pro-quo relationships it had built with other tech partners as they turned into competitors who had conflicts of interest in selling out to Google. Today, it is Firefox ending its partnership with Google, and in 2015 when the Apple-Google contract is set to expire, Apple could very well make the switch next. We could then see Google’s search market share fall even further (especially since the loss of Apple’s Safari could decimate Google’s currently overwhelming dominance on mobile devices).

Interestingly, Netflix once found itself in a very similar position to Google and made an entirely opposite business decision. The #1 streaming set-top box, Roku, was originally a Netflix creation called Project Griffin. As Netflix was beginning to venture beyond its DVD-by-mail business and into streaming around 2007, there was not yet a good way for users to stream Netflix shows/movies on their TVs. So Netflix developed a new type of streaming box and planned to release it as a Netflix-branded device. But at the eleventh hour, Netflix’s CEO Reed Hastings decided to spin off the project under the independent brand Roku in order to avoid the implication that Netflix was directly competing in the hardware market against Sony, Microsoft, Google, Amazon, Apple, and all other electronics manufacturers who would later produce their own streaming devices.

Today, Netflix can be found pre-installed on every streaming device and the Netflix logo is usually featured prominently on device packages and advertising. Because Netflix avoided directly competing with those hardware companies, mutually beneficial relationships have flourished across the industry: the popularity of Netflix helps electronics companies sell streaming devices, and the ease of use of streaming devices make it easier for Netflix to acquire new customers.

Had Netflix burned those bridges with electronics manufacturers by releasing a Netflix streaming box of their own, competitors’ devices may have touted other streaming services like Amazon Prime Instant Video, Blockbuster On Demand, Google Play, or the late Redbox Instant. And Netflix may not have become the entertainment giant that it is today.

But Google did make the decision to compete with companies that had once been partners, and today it is reaping the effects. While Google will likely remain the widely preferred search engine, the era of Google’s 80% search dominance may be coming to a close.

Further reading:

On the New Firefox-Yahoo Alliance

In a recent blog post about Apple’s new privacy features, I made the case that it would be wise for Apple to go ahead and switch DuckDuckGo to the default search engine in its Safari browser so as to take a swing at the bottom line of its primary competitor in the smartphone market, Google.

I guess the folks at Mozilla — creators of the Firefox browser — must have read my blog post and thought it was a good idea, because last week, Mozilla announced that it had struck a deal to make Yahoo the browser’s default search engine. Closing out a multi-year deal with Google that accounted for about 90% ($274 million) of Mozilla’s annual revenue, Firefox will now, by default, refer its US searchers to Yahoo.

It is assumed that Yahoo made a comparatively attractive offer to Firefox in order to oust Google. While that is likely the case, Firefox has vested interests, similar to those of Apple that I wrote about previously, in cutting off its business ties with its competitor Google.

Until 2009, Firefox had a substantial share of browser usage and was the go-to free browser for those fed up with Internet Explorer. At its height in 2009, Firefox was preferred by 48% of Web users, compared to Internet Explorer’s 40%. But after its release in late 2008, Google Chrome has steadily grown in market share, first taking away most of Internet Explorer’s share, and then cutting into that of Firefox. Today, Google Chrome is preferred by roughly 60% of users, Internet Explorer by only 9%, and Firefox by 24%. Google Chrome has, in five years, cut in half Firefox’s following in order to acquire over half of the browser market share.

Even though Firefox’s still-respectable browser market share has given it the leverage to charge Google $274 million per year for preferred search engine status, I am sure it has pained Mozilla to have sent 100 billion searches a year to Google, search traffic that has helped Google fund and improve its Chrome browser — a losing long-term game for Mozilla. So when Yahoo came along with a suitable offer to make the switch, I am sure Firefox was eager to strike a deal.

Firefox’s new partnership with Yahoo could have several positive effects on the browser and search engine markets for us users/consumers:

  • The billions of searches that Yahoo will now garner from Firefox referrals could give it the ad revenue and opportunity it needs to improve its search algorithm and user interface towards the aim of expanding its currently low 10% search engine market share. Indeed, Yahoo announced that it will release a “clean and modern” search engine for Firefox in December.
  • Since Yahoo has become famous for its defiance of the NSA’s demands for user data, Firefox could tout its break from Google and its new partnership with Yahoo in order to foster its brand as the privacy alternative to Google’s and Microsoft’s browsers, perhaps to the effect of rebounding its browser market share by upgrading its own privacy features.
  • Google may have to improve its own family of services and strike new deals in order to make up for the loss of Firefox’s billions of referrals.
  • Google used to be Firefox’s default search engine worldwide. But after the split, Firefox made country-specific deals with regional search engines, including Baidu in China and Yandex in Russia. In many markets, we may see an opportunity for smaller, regional search engines to improve and grow and make deals with Firefox, further diversifying the search engine market.

Time will tell what changes will come of the new Firefox-Yahoo alliance, but it is certain to shake things up in the browser/search engine arena.

Further reading:

Pinterest – Pushing Search Beyond the Keyword

The big search engines Google, Bing, and Yahoo continually fine-tune their algorithms in order to provide better lists of websites to their users. In fact, Google has fundamentally reworked its entire search engine system with its Hummingbird update in recent months by introducing semantic search and synonym capabilities. With these semantic search capabilities, Google uses its data collection and tracking of other users who have searched for the same or similar keyword phrases to get a clearer idea of what you are searching for when you enter a particular search query. It’s pretty amazing.

Nevertheless, these search engines will forever be limited by the keyword. Put another way, no matter how much Google improves its algorithm, the effectiveness of Google delivering you to the content you are searching for will forever be limited to the quality and clarity of the words you type into it.

So when you’re only partially sure what you’re looking for, or when you’re just shopping around the Web, how likely is it that Google can get you to the information you need?

Put simply by the old programming adage — garbage in, garbage out.

PinterestPinterest, the picture-oriented social networking website, is looking to move search a bit beyond the limitations of the keyword. What began as a scrapbooking website now encompasses an image network of over 30 billion “pins” that grows 25% every year. And from that wealth of content derives a seemingly endless source of information and idea generation.

Pinterest envisions that it can help users figure out what it is they really want by allowing them to start with a vague notion and use its vast library of images to help them gather information and narrow their focus. In other words, as an alternative to keyword search engines, Pinterest can use pictures to help users flesh out their ideas when the keywords they would try to search wouldn’t help them get what they want through Google.

The benefits of this sort of image-centric search method, for some types of information, are quite apparent. If I saw something and wanted to find it online but only had vague descriptors at my disposal, browsing images on Pinterest would be a great starting point. Pinterest also has strengths in browsing, perusing, and narrowing down a focus when you aren’t entirely sure what you’re looking for.

This particular type of search process is basically a virtual form of “window shopping” and therefore provides great value to online retailers, who should definitely be investing in their Pinterest presence.

Being that “a picture is worth a thousand words,” I would concur with Pinterest that sometimes a picture search is worth several keyword searches. To be sure, only some types of information can be located on the Web through the medium of pictures. But for the information that is image-based, Pinterest will continue to flex its muscles as a valuable search tool.

Further reading:

More People Watching TV Online Than Ever


Broadcast and cable television has long been a staple in many households, but according to Adobe’s Benchmark Report, that is changing. There has been a recent shift away from broadcast and cable television toward Internet television, the digital distribution of television content via the Internet. Though viewers aren’t fully cutting the cable cord just yet, the dramatic increase in online viewing is eluding to the inevitable fact that, someday (maybe sooner than later), cable TV viewership will be the minority or even non-existent.

Adobe’s researchers tracked 165 online video views and 1.53 billion logins over the course of one year and found that total TV viewing over the Internet grew 388 percent in mid-2014 over the previous year. Moreover, the number of unique viewers more than doubled, growing 146 percent since last year.

According to analyst Tamara Gaffney, three factors have driven the growth in online viewing: 1.) More apps and sites for watching, 2.) More content to watch on those apps and sites and 3.) The World Cup.  Sports are somewhat the “pioneer” of online viewing content and almost a gateway to other online content. In the case of the World Cup, the Internet was the only place to watch the games that were not aired on television. People came for the World Cup but stayed for everything else.

In 2014, for the first time ever, viewers now watch more movies online than sports. An average of 4.5 movies per month per person are streamed, versus only 2 just a year ago, an increase of 125%. Episodic television viewing has also seen an increase since last year by 81%.

The increase in online TV, however, doesn’t mean people are turning away from the television itself. 10 percent of online viewing is happening on game consoles, Apple TV and Roku devices, which viewers use to pipe TV from the Internet on their big screen. In addition, one in four televisions sold is now a smart TV, meaning it has Internet capabilities and online viewing options built in. Though streaming devices are increasing in popularity, 51 percent of all online TV viewing happens on an iOS app, according to Adobe’s figures. This means the viewing is happing on mobile devices such as smartphones or tablets, rather than the television. Apps such as Amazon Prime, Netflix, Hulu, HBO GO and major network apps make it easier to watch what you want, when you want and how you want, and viewers are embracing that freedom.

With this shift in viewers’ habits, advertisers and content marketers need to make the shift as well if they want to continue to reach their consumers. According to the Benchmark Report, alongside the increase of online video viewing, online video advertisement viewing has also increased. Viewers watched an estimated 2.08 ads per video in Q2 2014; up 25.8% year-over-year. In Q2 2014, the ratio of ad starts per video was 66% higher in sports content versus non-sports content. This poses an opportunity for advertisers and content publishers to develop strategies around ad placement that will hopefully improve the way ad engagement is measured for online TV viewing.

Further reading:

Apple brings in DuckDuckGo

As revealed among Apple’s new products earlier this month, iOS 8 for the iPhone 6 and OS X 10 (Yosemite) for desktop will be adding some additional privacy features to their Safari web browser. In a preview page for Yosemite, Apple includes a blurb that reads: “Safari now gives you more control over your privacy on the web… You can also now search the web using DuckDuckGo, a search engine that doesn’t track you.” You may be asking, what in the world is DuckDuckGo? And you would not be alone.

DuckDuckGo is a new search engine that famously touts itself as “the search engine that doesn’t track you.” It goes against the grain of Google and Bing that track their users’ activity to target advertising and to acquire data for their search algorithms. While few Internet users today have heard of it or used it, DuckDuckGo’s numbers are growing and will continue to do so thanks to this publicity from Apple.

Some bloggers are speculating about how DuckDuckGo got its way into Safari’s settings. Becoming integrated into a browser’s settings is a lucrative position. Google currently has a contract to be the default browser on Apple devices through 2015, probably to the tune of $1 billion per year, and surely rakes in a fortune from ads on Apple devices.

So did DuckDuckGo pony up? I doubt it. The way I see it, Apple has other vested interests at play: 1) to situate itself as a privacy-conscious brand, and 2) to eventually promote an alternative to Google, its chief competitor.

Internet privacy is a hot topic in today’s culture, and, largely, a discussion for another time. But it would suffice to say that there is a demand in the American marketplace for tech companies to take a stand for Internet privacy. Neither Apple nor Google nor Microsoft has a stellar reputation in that regard, yet. So among the tech giants, there is still an opportunity to carve out some market share by becoming a champion of Internet privacy. Apple is showing that privacy is a key component of its new operating systems, and lending a hand to DuckDuckGo transfers some of that “privacy capital” from DuckDuckGo to Apple.

And it should be self-evident that Apple has been wanting for some time to stop sending referrals to its primary competitor, Google, as recently evidenced by Apple’s removal of YouTube and Google Maps from iOS. Ever since Google acquired Android back in 2005, Google has virtually been Apple’s sole competition in the smartphone market, and it must pain Apple to send so much business towards Google through Safari’s search queries. Even though Safari users are at liberty to change their settings to another search engine, the only options today are Google, Bing, and Yahoo. Being the only one of today’s three operating system giants to not also offer its own search engine service, Apple is stuck between a rock and a hard place and has to refer its users to a competitor’s search engine, either Google’s or Microsoft’s (Yahoo is intertwined with Microsoft’s Bing).

But things may change now that Apple has taken notice of DuckDuckGo and has added it into Safari’s search engine settings mix. By simply offering DuckDuckGo as a fourth search option, Apple both gives a nod to Internet privacy supporters and opens the door for Safari users to conduct their Web searches without filling the coffers of Google or Microsoft.

When Apple’s contract with Google runs out, could we see Apple set Safari’s default search engine to DuckDuckGo? Would Apple even give DuckDuckGo the coveted “default” status for free, if it would take away some of Google’s competitive edge and give even more credence towards their Internet privacy strategy? I would not be surprised if they decide to do so.

UPDATE: DuckDuckGo has now been blocked in China, presumably over DuckDuckGo’s unwillingness to comply with filtering regulations and/or track the activity of its users. Could this be China’s preparation for the Chinese release of the iPhone 6 coming in early 2015?

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