Google recently live-streamed their annual Marketing Next conference, which gathers digital marketers from around the world to learn about advancements in Google marketing services. During this year’s conference, Google rolled out several new offerings to aid marketers in improving efficiency across platforms. To us at GlynnDevins, three of these offerings stand above the rest.
1. In-Market Audience Targeting for Search
Google announced that advertisers will now be able to target users who have already shown signs of interest in specific product categories through search campaigns. Previously, this function was only available for campaigns on the Display Network and YouTube.
This function analyzes user browser histories for signs of intent to purchase, while maintaining user anonymity to determine who might be served which ads. Advertisers can then target audiences based on over a dozen categories they’re in the market for.
Significance: This added layer of targeting will further ensure that our clients are being considered by consumers looking for the types of services they offer.
2. Moving Away from Last-Click Attribution
Google is releasing a new, free version of Google Attribution. This software will consolidate data from AdWords, Analytics and DoubleClick Search to create simple and meaningful attribution reports. These reports can then be integrated into automated bidding strategies in AdWords and DoubleClick, without creating additional site tags.
This is part of Google’s transition from a last-click attribution model to their more revealing “data-driven” model. While last-click attribution only gives credit to the last click that led to a conversion, the data-driven model gives credit to many preceding points of contact with the advertiser that may have led to the conversion. Attribution credit is assigned across interactions through machine learning.
Significance: The decision to move to a senior living community often takes months or even years to make. It’s extremely unlikely that one advertisement could convince someone to make such a decision. With this tool, we can gain a more accurate understanding of how customers are influenced as they consider a senior living community, so we can continue to develop efficient ways to reach prospects and their families. For more information on attribution, check out this recent post from Genesee Jones.
3. AMP Landing Pages
Google implemented Accelerated Mobile Pages (AMP) in 2016 to make web pages load significantly faster. This is accomplished mainly by limiting the set of web technologies developers can use to make pages, only allowing technologies that can load quickly.
Starting later this year, Google is allowing developers to create AMP landing pages — a move that will likely lead to higher conversion rates among mobile users. They also announced that ads on the Display Network will automatically be converted to AMP format when they’re shown on AMP pages; this will improve loading speed consistency between ads and the websites they’re displayed on. Users are currently able to try a version of this feature through beta testing.
Significance: A 2016 Google report stated that 40% of online consumers would leave a web page if it took longer than three seconds to load. That means if your web page takes four seconds to load, you could be losing out on nearly half your web traffic and leads. Faster loading time through AMP will help bridge the gap between a click and a conversion.
Again, these are just a few of the most important new features that will be made available to advertisers in 2017. Here at GlynnDevins, we’re excited to employ these new services alongside our current suite of digital activities, as we continue our efforts to deliver the most efficient and cost-effective marketing services to our clients. If you have questions or seek help with your online presence, please contact us!