The CafePress Experience With Ads

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.

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.

Improved sharing via Google+

A few weeks ago Larry mentioned that we’d start shipping the Google part of Google+. The Android team then launched Ice Cream Sandwich, with a focus on improved sharing via Google+. And today we’re rolling out two more Google+ features that integrate with two more Google products: YouTube and Chrome.

YouTube

It’s no secret that YouTube is filled with tons of great content (from inspiring speeches to music videos to honey badgers). We wanted to bring YouTube directly into Google+—as well as make it easier to watch and share your favorites—so we’re launching a YouTube “slider” in the stream. Here’s how it works:

  • Mouse over the new YouTube icon at the top right of Google+
  • It’ll slide out and ask, “What would you like to play”?
  • Enter whatever you’re in the mood for (like a topic or a musical artist)

Sharing YouTube videos with your circles also works (of course), but there’s a nice little twist: the people you share with can open a related playlist directly from your post! Last but not least, we’re starting to include YouTube playlists in Google+ search results.

YouTube video in the stream (left), YouTube playlist in Google+ search results (right)

Chrome

We’re also rolling out two new Google+ Chrome extensions:

  • +1 button: +1 any webpage and share it with your circles
  • Notifications: check your Google+ notifications while you browse the web

Of course, if you don’t use Chrome, then you can use Google Toolbar for Internet Explorer. The new version—also rolling out today—includes these same sharing and notification features.

Google+ Chrome extensions: +1 button (left), notifications (right)

We’ve got lots more planned for Google+, YouTube and Chrome (and all the other Google products you already use). But we hope you enjoy today’s small taste of shipping the Google in Google+.