The Inn Blog Reviews

Earlier this fall we launched Think2010 - an aggregation of resources highlighting perspectives on the changing face of marketing and strategies to help you prepare for 2010 and beyond. It's been a few weeks since the Agency Blog team brought you an update on this initiative, so wanted to highlight some of the Think2010 resources now available: Blog series - each week the Inside AdWords Blog team will be devoting a post to data, trends and tactics you can use to craft your 2010 strategy. Most recently, it featured an interview with Rick Carpenter from the agency DDB who shared the importance of focusing on the customer. Check out the blog series here . Fast.Forward. - we're continuing to expand the volume of thought leader videos and consumer trend data on the Fast.Forward. channel , a joint effort between Google and the Wharton School. Watch highlights from our ThinkIndustry events series (under "Videos" > "Industry") and use The Barometer (accessible from the "Trends" tab) to understand consumer sentiment on a daily basis. Webinars - in addition to videos, we wanted to bring you opportunities to hear directly from industry leaders, such as Bonita Stewart, Managing Director US Sales, and Avinash Kaushik, Analytics Evangelist, via in-person webinars. Upcoming events and links to past sessions can be found on the Inside AdWords Blog as well as the Think2010 site . Posted by Agency Ad Solutions Blog Team

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Think2010 - we've been thinking about you

If you work with clients in the automotive industry, join us for our upcoming webinar, Driving International Success: Reaching Auto Consumers Globally. We've partnered with NetPop to share new research for 17 key markets around the world. We'll explore the trends shaping auto buyer behavior across the globe to help inform and guide your marketing decisions. Register below for one of the upcoming dates. Thursday, November 12, 2009 at 9:00 am PST Tuesday, November 17, 2009 at 7:30 pm PST Posted by: Agency Ad Solutions Blog Team

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Upcoming webinar: Reaching auto consumers

The snow showers which dusted the Northeast last week were a great (albeit chilly) reminder that the holidays will be here before we know it. To help keep your spirits warm, the fifth installment in our Holiday Campaign Countdown series brings you a gift that keeps on giving - daily holiday posts on the Google Retail blog , which will run through the end of 2009. These posts will provide you with useful data to better understand consumer intentions and purchase trends so that you may refine your clients' marketing plans accordingly. For a little taste of what's to come, check out the posts on holiday purchase trends to date and early bird vs. last minute shoppers data . Interested in having these posts delivered right to your inbox? Subscribe to the Retail blog here . Posted by Katie Wasilenko, Agency Marketing

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Retail blog: the gift that keeps on giving

In the coming weeks Google's marketing teams will be hosting webinars on the DoubleClick Ad Exchange, how to reach physicians online, and planning for 2010. In reading this and other posts, you're probably thinking, "There's a lot of 'Think' resources out there." You're right! We've got Think with Google webinars, focusing on cross-industry research and best practices; ThinkIndustry webinars and events, highlighting research and trends to help inform vertical-specific marketing strategies; and Think2010 , resources to help you get ahead during the recovery. Lots to think about! Additional details and registration information can be found below. DoubleClick Ad Exchange Overview In September, we launched DoubleClick Ad Exchange, an open and transparent marketplace that aggregates buyers and sellers of online display advertising. Join us for a one hour webinar which covers what the Ad Exchange is, how it impacts pricing, inventory and the Google Content Network, and what solution to choose. Date: Tuesday, October 27, 2009 11:30amPST / 1:30pmCST / 2:30pmEST Event password: ad Registration password: agency1 Register here ThinkHealth with Google - Connecting with Physicians Online Google recently conducted a study on how physicians use the Internet, and specifically search, as a part of their clinical practice. Join us for a webinar to review how physicians use the web for health, medical and prescription drug information, which they use to make health decisions. The insights will help you best utilize the Internet and search to adapt marketing programs to target physicians. Date: Thursday, November 5, 2009 11amPST / 1pmCST / 2pmEST Register here Think2010: Four Winning Moves for 2010 In our ever-changing marketplace, marketers need to thoughtfully plan the moves that will differentiate their offerings, increase competitive advantage, and seize opportunities as the economy recovers. Join us as Bonita Stewart, Managing Director, US Sales, leads a discussion on four winning marketing strategies you can utilize to prepare your business for success in 2010 and beyond. Date: Tuesday, November 10, 2009 10amPST / 12pmCST / 1pmEST Register here Posted by Agency Ad Solutions Blog Team

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Upcoming webinars to get you thinking

The beat goes on with the fifth installment of our industry spotlight series . Since we're featuring the Media and Entertainment space in this post, you'll uncover the findings from research Nielsen and Google recently completed to measure the impact of TV and YouTube buys on TV tune-in and online behavior. We'll also give you some glamour to accompany those numbers, so read on to find out how Sports Illustrated used a YouTube campaign to successfully promote its 2009 swimsuit issue. In a recent study, Google and Nielsen set out to answer the following questions: 1. Will a large-scale buy by a TV network on Google & YouTube increase TV tune-in? If so, by how much? 2. Will a large-scale buy by a TV network on Google & YouTube drive online behavior related to a TV show? If so, by how much? The study : Consisted of two phases, with Nielsen first conducting research to measure the impact of large-scale campaign for a major network TV show season premiere. Nielsen then compared the exposed audience to a control group to determine ad effectiveness on both online and offline behaviors. The campaign : A 2-week flight of a YouTube homepage masthead plus Google Content Network campaigns targeted to TV fans, entertainment buffs, and genre fans. The results : The impact of the campaign on TV tune-in was strong, with the exposed audiences showing a tune-in increase of 134% lift for those that had seen the overall campaign, a 115% lift for those that had seen the YouTube homepage, and a 146% lift for those that had seen the Content Network campaign. The impact on online behavior was even stronger, with greatly increased website and video visitation among the exposed audience. The results showed a 239% lift in visits to the network site, a 438% lift in visits for the show site, and a 456% lift in visits to the show video. Exposure to the campaign also increased the length of online viewership, measured in average minutes spent watching show videos: a 347% lift for those exposed to the overall campaign, a 968% lift for those exposed to the YouTube homepage, and a 172% lift for those exposed to the Content Network campaign. In sum, the effect of exposure to the YouTube and Content Network campaigns drove a significant increase in TV tune-in and online behavior related to the TV show. Exposure and engagement on YouTube can extend beyond the homepage, as Sports Illustrated discovered with their promotion of the 2009 swimsuit issue. Partnering with drink manufacturer SoBe, Sports Illustrated created a custom YouTube advertising program comprised of a number of elements, all centered on a co-branded YouTube Channel where users could watch over 40 videos highlighting the famous swimsuit models. The Brand Channel videos generated over 8.5 million video views, 400,000 channel visits and 4,300 channel subscribers. The homepage roadblock received over 33 million impressions with a click-to-play rate of 3.4%, making the featured Sports Illustrated video the most viewed video on YouTube that day. For the full story of how the campaign became a swimming success and ideas on how to use YouTube for your next client campaign, download the case study . Posted by Julia Burg, Industry Marketing Manager

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Media and Entertainment spotlight: Tuning in and reading up

Did you miss last week's Think2010 webinar "Using Data to Better Connect with your Customers," or are you interested in reviewing Avinash Kaushik's key takeaways? If so, read on for a recap of the presentation: 1. Mine Website Trends : Utilize Trends for Websites and other tools to index clients' performances, identify competitors' strengths, and find untapped opportunities. 2. Analyze the "Database of Intentions" : Use Insights for Search to segment your clients' share of voice, obtain competitive gains, understand how to most effectively target their campaigns, and find out where they should focus their search efforts. 3. Monetize the Long Tail: Leverage the powerful Search-based Keyword Tool to identify your clients' long tail keywords based on their sites' content, and to find additional cost-effective targeted keywords. 4. Identify Relevant Audiences: Utilize Ad Planner to understand the demographic profile and search behavior of site visitors, and that of competitors, to effectively target clients' messages on the Google Content Network to the most relevant audiences. Most importantly, Avinash's #1 Rule: Make sure that your clients' websites don't stink. What does he mean? Use data to identify fixes (e.g. pay attention to bounce rates) so that customers don't say, in Avinash's own words, "I came, I puked, I left." To learn more about how to improve your clients' web pages, check out this post by Avinash: Six Tips For Improving High Bounce / Low Conversion Web Pages . Visit our Google Business Channel on YouTube to see the recorded version . Interested in more information on the Think2010 series? Visit our site to learn more and sign up for the November 10th webinar "Four Winning Moves for 2010." Posted by Jaime Mayer, Industry Marketing

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Webinar Recap: Using Data to Better Connect with Your Customers

We've heard from you (our agency and third-party partners) that you want learning materials and marketing resources to stay on the cutting edge of digital media and to help you manage your clients' accounts. You also told us that you'd like a range of resources for different roles and skill levels, and to have everything live in one place. We agree, and thanks for the feedback! We took this input to the drawing board, and developed Google AgencyLand , a learning and resource platform to help you stay current on digital media, and plan, execute, and manage advertising campaigns using Google solutions. We could tell you all about the features of AgencyLand, but we thought you might want to hear about them from other agencies who are using it every day. Check out this video to learn how Starcom MediaVest Group, RocketClicks and Ai Media Group are using AgencyLand and its selection of on-demand courses, live webinars, and downloadable resources. ( Click to watch video ) Google AgencyLand originally launched in March 2009 to a limited number of agencies. Using feedback from our beta testers, we've spent the last few months improving the content and layout of the platform. We are pleased to now offer this resource to agencies and third parties in the United States and Canada. To request an invitation, visit www.google.com/agencyland/ . Note: Google AgencyLand is only available to agencies and third parties in the United States and Canada that manage Google media spend for clients. If you manage your advertising in-house, please visit the Google AdWords Help Center for additional product information and learning resources. Posted by Jason Shafton, Google AgencyLand Marketing

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New resource for agencies - Google AgencyLand