In the recently concluded annual marketing conference – ‘Google Marketing Next 2017’ at San Francisco, several new features have been launched in Google’s latest Ads, Analytics and DoubleClick innovations. Powered by machine learning technology, these tools are aimed to improve campaign measurement, increase your productivity, and the way brands reach consumers.
Sridhar Ramaswamy– Senior Vice President of Ads & Commerce, Bhanu Narasimhan – Director of Audience Products, Bill Kee – Group Product Manager of Attribution, Karen Yao – Group Product Manager Advertiser Platforms, Roshan Khan – Senior Product Manager of Programmatic and Jennifer Liu, Director of Google Shopping announced the key innovations in the keynote address.
What’s special about the new products? Artificial intelligence, machine learning and data science technologies have gone into these products.
How will it benefit marketers? The new tools will help to reach target customers precisely and when measure results from both online and offline campaigns.
Here are the new announcements:
From which campaign does each conversion come from?
To answer this question, Google has introduced a new tool called Attribution that will allow you to view the true impact of your digital marketing campaigns. For all the Google advertisers this service will come free and Google Attribution 360 – the paid version will be available for enterprise customers. With this tool, it will be easy for the marketer to measure the campaign performance for each marketing touch points across multiple channels and devices. How many people have you reached and the number of times you have reached the right target can all be measured. This will definitely make it easier for media planners to plan their ad campaigns in future.
Google Optimize integrates with AdWords
Google Optimize integrates with AdWords, together as a solution for landing page optimisation.Now you can quickly and easily create new versions of landing pages for various campaigns, apply them to any combination of AdWords campaigns, ad groups, and keywords without any coding.
Introducing AMP landing pages for Search & Display Ads
As a solution for having faster landing pages, Google has introduced AMP landing pages for Search & Display ads. 18 months ago, AMP was launched to get mobile web faster and better. Until now it was possible to only send search traffic to AMP pages. With AMP, landing pages linked to Search ads will help pages load faster near instantly from Google cache.
Store visit measurement tools
Two years ago Google had launched store visit measurement tools for businesses to get a deeper insight into the impact of online ads on offline stores. The new tool Location extensions will allow brick-and-mortar advertisers to show local information or direction to their store in their videos ads on YouTube. This will probably help to measure in-store foot traffic.
Now it is possible to target your audience based on their life events in both YouTube and Gmail Ads.
Google search Ads
To help advertisers find prospects who are nearing the end of the buying cycle there is information on in-market audiences coming to Google search ads, available on the Display Network. By analysing search query data and browser activity analysis, Google is now able to identify your prospective customers on the Google search network.
Google unveils that 25% of consumers who click Google search ads are more likely to purchase from those brands from stores. To improve this figure they suggest importing transaction data into ad words to see the increase in store sales during shopping campaigns, which can be viewed in real time on your device. Through third-party partnerships with credit and debit cards, it is possible to get store sales data with no implementations on your ad.
When new campaign launches, on the new audience page, marketers can monitor search video, display and shopping in a single page.
All these tools will be available by December 2017 to people in the US and Canada.