22 Nov 2017
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Google launches new products for online marketers at Marketing Next 2017

MUMBAI: Google has launched several new products for online marketers at its flagship digital advertising and marketing forum, Google Marketing Next 2017.

The forum has shared the next-generation production of AdWords, DoubleClick and Google Analytics tools, each of which 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 the forum, Google ads & commerce SVP Sridhar Ramaswamy 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 now span multiple devices and channels across both the 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.”

The new products launched at the forum are:
1. Google Attribution:

Google today 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, and at no additional cost.

Marketers have been trying to make attribution work for years, but existing solutions just do not cut it. As a result, many marketers are stuck using last-click attribution, which misses the impact of most marketing touchpoints. Google Attribution, will help marketers understand how all their marketing efforts work together and deliver the insights you need to make them work better.

2. The new AdWords experience

Google has redesign new AdWords experience making it easier to use, to help advertiser to 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 into one’s performance so you can act more quickly. This experience will be available to all advertisers by the end of the year.

Some of the new elements are:
a. Campaign creation: Build campaigns designed around your marketing goals.

b. Performance estimates: View performance estimates to help plan your display campaigns.

c. Landing page report: See how your landing pages are affecting campaign performance.

3. Bringing the speed of AMP to search and display ads

Further to the open source Accelerated Mobile Pages (AMP) Project that was launched 18 months ago to help make the web better with faster experiences, since then, 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 innovative 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.

The median page load time for an AMP page from Google Search is under one second. If that was not already fast enough, last week Google announced that these pages are now twice as fast. Improving campaign ROI with lightning-fast AMP landing pages.

As of today, a considerable 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 the same. Ultimately, this ensures that your messages are actually seen by your intended audience and that the experience users have with your brand is seamless.

4. 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.

5. 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% of people today use five or more devices1 – that means if you reach someone three times on each screen, you could be showing them fifteen 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.

6. 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 exclusive 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. Only Google has the advanced machine learning and mapping technology to help you accurately measure store visits at scale and use these insights to deliver better local ad experiences. 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.

7. Machine learning delivers more powerful audience insights to search ads

People are often searching with the intent to buy. That is why Google is bringing in-market audiences to Search to help marketers reach users who are ready to purchase products and services. For example, if you are a car dealership, you can increase your reach among users who have already searched for ‘SUVs with best gas mileage’ and ‘spacious SUVs’. In-market audiences uses 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.