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1. 
   Extending call and message reporting to more places

   November 27, 2018

   Starting this week, calls from your location extensions can be counted as conversions once you enable account-level call reporting. The default length of a call that will be counted as a conversion is 60 seconds, and you can change that value at any time based on your business goals. Measuring calls that last over a certain duration can be a helpful indicator of which campaigns, ads, and keywords are driving the highest quality interactions with customers. We’re also adding call and message reporting to the main extensions tab in Google Ads so you can see how individual extensions are driving results from phone calls and messages. Review new metrics like phone-through rate and chat rate to optimize your performance. Read more about reporting on your call and location extensions. For more advice and best practices for driving calls with Google Ads, read our updated guide. Posted by Michael Russo, Product Manager, Google Ads

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2. 42

   Ad pod testing coming to YouTube

   November 21, 2018

   Our recent user experience research suggests that in addition to factors such as the length of ads, viewers are quite sensitive to the frequency of ad breaks, especially during longer viewing sessions. Through this research, we also learned that fewer interruptions is correlated with better user metrics, including less abandonment of content and higher rates of ad viewing. To respond to this, we will begin testing ad pods–two ads stacked back to back, where viewers have the option to skip directly to the content if it’s not the right ad for them. Why does this solution make sense? Because when users see two ads in a break, they’re less likely to be interrupted by ads later. This new experience, launching on desktop this year then followed by mobile and TV screens, aims to accommodate viewer preferences while continuing to help advertisers connect with their most important audiences. Read more about how evolving user patterns drive new ad experiences on YouTube here.   Example of an ad pod experience on mobile.

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