Google consistently works to make online advertising better and fit evolving consumer behaviors. Every year, Google unveils its latest innovations at Google Marketing Next. It’s a gathering of the top minds and voices behind advertising technology who are anxiously awaiting to hear how new updates and new software can be used for digital marketing.
This year’s message was that consumers are getting smarter and more sophisticated. They expect more from businesses. At the same time, technology is getting smarter faster and can help advertisers stay ahead of their customer’s buying behavior.
There were loads of new updates unrelieved at Google Marketing Next 2017 that will help our clients at AdMachines appeal to target audiences faster and on more platforms. Here are our 5 biggest takeaways from the Google Keynote we are excited to use for our clients in 2017.
We are not going to “bury the lead” here. The AdMachines team jumped for joy when Google Attributions was unveiled. This is a new product to answer the age-old question “Is my marketing strategy working?”
Google Attribution allows you to track the impact of different marketing pieces across all devices and across channels. It lets you get a feel for the different types of touchpoints a customer has had you’re your business before ultimately deciding to buy a product or service from your business. Things like paid ads, SEO strategy, and email blasts are also considered.
Think of it this way: you are running a promotion on A/C installations. You are running search ads, display ads, Facebook ads, and video ads to get people to install a new A/C with your company. All those components cost money, but which one is giving you the biggest ROI?
Prior to Google Attribution we wouldn’t really know. It is more likely than not, someone saw your search ad on their phone, then saw a video ad popped up while he or she was watching your YouTube video, and they saw your Facebook ad while surfing on a tablet. Although there are other attribution models out there, they can be unreliable. So, we would have to settle for last click attribution. Now, Google provides data to help you understand how your marketing efforts work together and point out different ways you can make it better.
Another great part about Google Attribution is that is makes it easy to switch to data-driven attribution. This tells you how much credit should be given to each step in a buyer’s journey. It analyzes your conversion patterns and compares the paths of people who do convert versus those that don’t.
Google Attribution is free to advertisers with AdWords and DoubleClick. It’s currently in beta, but will be rolled out to AdWords advertisers in the months to come.Google
AMP For Search and Display Ads
AMP (or Accelerated Mobile Pages) has been around for about 18 months. Pages optimized with AMP load in just about a second or less. You may have noticed this on Google search results on your phone:
Google is so amped about AMP that they are making it available for search landing pages and for display ads.
Here are a few stats Google gave during the presentation that drive home the importance of quick loading mobile sites:
Those stats show that no matter how great your landing page is, valuable leads will leave if it takes to long to load.
Making AMP available for landing pages takes slow loading sites out of the equation. Want to see how a landing page optimized with AMP differs from one without AMP? Check out the demo Google gave during the presentation:
This new AdWords-AMP partnership brings the latest in mobile page technology to search campaigns where the difference between a slow landing page and a fast one can cost a company sales.
Google didn’t stop there with AMP technology for AdWords. Last year, The AMP Ads Initiative was launched to help apply the technology behind AMP for websites to ads.
During Marketing Next 2017, Google announced that ads shown on AMP pages across the Google Display Network are being automatically converted to a new AMP ad format. These ads load up to 5 seconds faster than regular ads but do not change the design.
Here is the demo shown during the presentation for AMP Display Ads:
It doesn’t take a marketing genius to tell you that being innovative and present on mobile is important, particularly for home service industries that often deal with customers looking in an emergency like a flooded basement or blown circuit board. AMP technology for search and display campaigns make sure that you are using the latest in mobile technology to reach customers fast.
AdWords Now Integrated With Google Surveys 360
For years we have tested our ads and landing pages with different things like Keyword Planner, and Ad Copy Split Testing, but now Google is basically letting us go right into the heads of our clients’ prospects Google Surveys 360 now integrated with AdWords.
Google Surveys 360 lets you directly communicate to a pool of 15 million actual people as they surf the web. This new integration lets you use Surveys 360 for your remarketing lists. This allows you to ask questions to users on your remarketing list.
There are two types of people on your remarketing lists: people who converted and people who did not convert. It is important to get feedback from both types of people.
AdWords is kind of like baseball. Just like a .400 batting average is really great, so isn’t a 40% conversion rate. Even at that, you are still missing 60% of people who clicked on your ad. With Surveys 360 for your marketing list, you can get back in touch with that large group of people and ask them why they didn’t ultimately end up give you a call.
You can tailor your questions based on the types of people on your remarketing campaign. For example, if someone did not convert after clicking on your ad for water heater replacement, you can ask the question “What is important to you when buying a new water heater?” Some of the answers may shock you. You might think that having a wide selection of models is important when most people are looking to get a deal, like 25% off. This will allow you to modify your ad copy and drive in more results.
In-Market Audiences For Search Ads
When people are searching on Google they tend to have some level of intent to make a purchase, whether that be for a product or service. For example, people who are searching online for patio design inspiration or going on YouTube to learn how to make a homemade fire pit are “in the market” for a landscaper. Thanks to new machine learning, you can target these audiences with In-Market Audiences for Search.
Google’s new in-market audiences helps your business reach leads who are ready to purchase the services you offer. This is especially great for businesses that specialize in renovations. In-market audiences puts machine-learning to work by analyzing activity across millions of websites to see when people are close to buying and place your ads there that will be relevant to them.
In-market audiences had been available on the Display Network, but this new development lets you reach these customers at time of need when they search. These customers are further down the buying cycle and are more likely to call your business or set up an appointment online when they see your ad at that moment.
Unique Reach Arrives For AdWords Display Campaigns
Google remarketing on the Display Network is a phenomenal tool to get potential clients who left your landing page to come back. However, there is a fine line between reminding those leads to come back to your site rather than overloading and annoying them. That line is getting ever harder find, since 30% of people use 5 or more devices. That means if you reach someone three times of each device, that person would see 15 of your ads. To me, that’s a bit excessive.
Unique reach allows you to stay further away from the annoying side by allowing you measure the number of unique users and average impressions-per-user you get from Display Ads. This has been available for YouTube ads for a while, but it is now available for display.
The best part about this update is that it measures reach and frequency across devices, campaigns so you can get a real feel for how often you reach a person rather than a screen. In a world where people are using 5 devices in a day, it’s critical to have as much information as you can to EFFECTIVELY reach customers, instead of becoming a nuisance.
Are you ready to see how these new AdWords updates can help you grow business and attract more customers? Sign up for a free demo with AdMachines today!