Google, at its flagship digital advertising and marketing forum, Google Marketing Next, shared the next generation of AdWords, DoubleClick and Google Analytics tools, each of them shaped on the feedback of marketers and built to help them work as productively and efficiently as possible. The big theme this year was powering ads and analytics innovations with machine learning.
Speaking at Google Marketing Next, Sridhar Ramaswamy, Senior Vice-President, Ads and Commerce, Google, said, “Machine learning is critical to helping marketers analyse countless signals in real time and reach consumers with more useful ads at the right moments. Machine learning is also key to measuring the consumer journeys that span multiple devices and channels across both digital and physical worlds. It’s a growing and important trend for marketers today, and will continue to shape how you build for success in the future.”
Some key announcements of Google:
Hello Google Attribution, goodbye last-click
Google recently announced the launch of Google Attribution, a new product to answer the question that has challenged marketers for ages, ‘Is my marketing working?’ Google Attribution makes it possible for every marketer to measure the impact of their marketing across devices and across channels – all in one place, at no additional cost.
Marketers have been trying to make attribution work for years, but existing solutions just don't cut it. As a result, many marketers are stuck using last-click attribution, which misses the impact of most marketing touch points. Google Attribution will help marketers understand how all of their marketing efforts work together and deliver the insights you need to make them work better.
The new AdWords experience
The new AdWords experience marks the most powerful change Google has made to how advertisers visualise and manage their campaigns in over 15 years. The redesign makes AdWords significantly easier to use to help them reach their unique marketing goals and get things done. This is in addition to the new tools and features in AdWords that were previewed earlier this year. This includes the new Overview page, which automatically surfaces relevant insights about one’s performance so you can take action more quickly. This experience will be available to all advertisers by the end of the year.
Some of the new elements are – campaign creation, performance estimates and landing page report.
Bringing the speed of AMP to search and display ads
Further to the open source, Accelerated Mobile Pages (AMP) Project, launched 18 months ago to help make the web better with faster experiences, Google has been expanding fast-loading AMP pages on Google Search — starting with the top stories carousel and extending to organic search listings. Today, Google is introducing two new ways to harness the speed of AMP to improve advertising performance. First, by launching a new AdWords beta that lets marketers use fast-loading AMP pages as the landing pages for their search ads. Second, it is speeding up ads served across the Google Display Network by using the same technology that makes AMP pages so fast.
Today, a significant number of ads shown on AMP pages across the Google Display Network are automatically converted and served in the new AMP ad format. These ads load up to five seconds faster than regular ads even though the creative looks exactly the same. Ultimately, this ensures your messages are actually seen by your intended audience and that the experience users have with your brand is seamless.
Google Surveys 360 integrate with AdWords
With new integrations of Google Surveys 360 with AdWords, marketers will be able to test landing pages and gain insights about ads more efficiently. Surveys 360 makes it easy for anyone to create a survey, find a specific audience sample across the web, and generate results in just a few days. With the Surveys 360 and AdWords integration, marketers can easily target surveys to people in their remarketing audiences to help them understand the ‘why’ behind how consumers react to their marketing. For example, ask customers what they thought was the most compelling part of your ad. Or, if you want to know what customers thought of the landing pages you tested on your summer beachwear campaign, quickly launch a survey and ask site visitors what stood out to them on the page.
Unique reach arrives for AdWords Display campaigns and DoubleClick
Once your ads are up and running, you want to know how many people are seeing them. Reach and frequency are hallmark metrics to measure the impact of display and video campaigns today. At the same time, you need to be thoughtful about how often you connect with a single user to avoid overloading them. 30 per cent of people today use five or more devices – that means if you reach someone three times on each screen, you could be showing them 15 ads.
Google launched ‘Unique Reach’ for YouTube in AdWords earlier this year and are soon expanding availability to display campaigns in AdWords. Google is also bringing Unique Reach to DoubleClick for all video and display ads, no matter where they run. Unique Reach helps measure the number of unique users and average impressions-per-user you get from video and display ads. Metrics are de-duplicated across devices, campaigns, inventory and formats so you can see how many people you reached and how often you reach them.
Mobile-local innovations drive more consumers to stores
Mobile has blurred the line between the digital and physical worlds. While most purchases still happen in-store, people are increasingly turning to their smartphones to do research beforehand, especially on Google.com and Google Maps. To help consumers decide where to go, marketers are using innovations like promoted places and local inventory ads to showcase special offers and what’s in-stock at nearby stores. Now, you can also make it easy for them to find a store from your YouTube video ads using location extensions. Our recent upgrade to deep learning models enables us to train on larger data sets and measure more store visits in challenging scenarios with greater confidence.
Machine learning delivers more powerful audience insights to search ads
People are often searching with the intent to buy. That’s why we’re bringing in-market audiences to ‘search’ to help marketers reach users who are ready to purchase products and services. For example, if you’re a car dealer, you can increase your reach among users who have already searched for ‘SUVs with best gas mileage’ and ‘spacious SUVs.’ In-market audiences use the power of machine learning to better understand purchase intent. It analyses trillions of search queries and activity across millions of websites to help figure out when people are close to buying and surface ads that will be more relevant and interesting to them. This is an important moment for marketers. The convergence of mobile, data and machine learning will unlock new opportunities for marketers.