New Announcements from Google Summit
Top advertisers & analytics experts from all over the world were gathered at the event. This event was all about mobile. How mobile are not evolutionary but revolutionary change and the possibilities it enables? Google is building its products for mobile. Our phone is now the first thing we pick up in the morning and the last thing we use before sleep. The mobile-first world is now the new Adwords focus.
“The shift to mobile has already happened! its a mobile first world”
Shridhar Ramaswamy’s keynote important points:
- Life is lived in moments & there are many moments in life that matter
- These are the i-want-to-know / go / do / buy micro-moments.
- These moments present brands great opportunity to connect with these users
- Trillions of searches happening globally every year
- More than 50% of traffic now comes from smartphones
- So it’s about how to invest in mobile.
- Examples of Macy getting more instore traffic & Toyota automobile examples
- Google display network reaches 90% of all internet users on websites & apps
- Google has a deep understanding of consumer intent & context to deliver ad innovations.
Key Announcements in Adwords
- Ads are now designed for mobile-first advertising.
- Earlier this year the Right-Hand Side ads were removed
- Mobile Text ads will be longer which should help increase clicks
- The extended description line increased from 70 to 80 characters
- So nearly 50% more ad text to highlight more information
- For Google Display Network – provide headline, description, image & url to google
- Google will make beautiful ads that fit and web page or apps
- So now new banner ads creatives will be easy to make
- We can now set individual bid adjustments for each device type will be available
- Mobile, desktop & tablets – bid now based on devices that drive performance
- With this additional control and flexibility, one can now optimise for a device that matters to advertisers
- the new AdWords is redesigned to help marketers win the moments that matter the most
Jerry Dischler
- 90% of sales happen in-store rather than online
- 30% of searches on mobile are related to locations
- Location-related searches are growing 50% faster
- Brands put mobile location-based ads at the centre of strategy
- 3/4 people search on mobile-first to buy and then visit stores to buy
- Today over 1 billion people use google maps
- 1.5 billion destination searches are done every month
- Next-generation of local search ads is now coming
- The promotional message on maps is good and unique with reviews and offers
- Map also shows store hours / address / directions
- Promoted pins will also be shown on maps like nearby offers
- As users navigate to their destination you can promote pins & ads
- 3/4 people who local search on mobile end up visit the store on same day & 28% purchase instore.
- Google has store visit metrics that track online to offline store visit behaviour
- New Beacon signals will reveal store location visits data from online user clicks
- Store visits are measuring the impact of online ads on offline activity
- For example, more car shoppers research online and then visit to buy
- You can now see which keywords ads drove people to its store to buy
- Mobile has changed the way people behave online and in-store
- Advertisers can now build local strategies to build hearts minds and dirhams of consumers
Google Ads & Analytics Innovations Keynote Video
Brad Bender
- The better we understand customers better job we can do as markers
- With programmatic one can use the power of data and automation to reach the right audience
- It delivers relevant messages to the right people on websites and apps
- Advertising matches data and behavioural signals to show ads more effectively
- Doubleclick bid manager and Google Display network help in programmatic buying
- GDN provides automated bidding, creative optimization & dynamic remarketing
- In market audience – can show ads to people who are ready to buy
- Machine learning technology provides intelligence and speed
- GDN can now reach more users with cross-exchange inventory
- It helps to reach additional websites around the world more reach – better quality
- Applying RLSA remarketing list to extend to people who are not familiar with us
- Similar audiences for search – reach people who are similar interest to your previous site visitors
- Demographics for search ads combine search intent with age & gender.
- so one can adjust bids for age and gender helps target the right audience on search.
- Now show ads to people who searched for your keywords but didn’t visit your site. these new visitors are similar to the users in the remarketing list.
- It bridges intent and content with technology
Matt Lawson
- There is more opportunity with mobile to reach more people
- The AdWords platform is now designed for a new experience
- Adwords data will now be at the fingertips & great visual designs.
- Identify opportunities and focus on business
- it is powerful and simpler to accomplish more
- Simply voice talk the marketing objective and it will tell what option will work better
- Google docs and google analytics integration will start to work
Google Analytics 360 suite
- Now available to all premium analytics customers
- New report builder now built-in analytics
- New Data Studio 360 will be allowed to access data, create good reports and collaborate.
- There will be a free version of data studio which can help create up to 5 reports
- Q &A conversational search is a cool new feature
- In analytics you can now voice ask a question and analytics will show me the analytics data directly
- analytics data assistant will give you answer in analytics like best-selling products
With this new innovative announcement reaching more people through ads and maps will be better. There are some tools to understand journeys in a multi-device world. Click on the links to see the new tools g.co/marketing goals g.co/360suite
We are excited that going forward we can exclude tablets or desktops completely to optimize clients campaigns and wasted spends. The automatic display ads builder is neat too!
Leads Dubai is a Certified Google Partner & we offer advance adwords campaign consultancy. Contact us to use the latest techniques to find more customers.
Summary
Article Name
New Announcements from Google Summit May 24th
Description
This event was all about mobile. How mobile is not and evolutionary but a revolutionary change and the possibilities it enables. Google is building its products for mobile. Our phone is now the first thing we pick up in the morning and last thing we use before sleep. Mobile first world is now the new Adwords focus.
Author
Mukesh Pandey
Publisher Name
leads dubai
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