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Recently Google held their annual Keynote - Marketing Next. The event takes place in San Francisco but is available to watch here. Bear in mind, the video is an hour long so if you don’t have time to watch it we’ve got you covered, below we cover the main points of interest when it comes to marketing!
Throughout the event, the importance of mobile was highlighted, with “87% of smartphone owners turn to search first in a moment of need”. And to further add to mobile searches, the way smartphone owners search is changing from text to voice, where “20% of searches are already voice searches”.
What’s next for Digital Marketing?
Google promises to deliver more power to brands by enabling themselves to be of more help to customers that are seeking assistance. They promise to do so in 3 ways:
- Smarter with data — using the data available to Google they’ll be able to serve different ads for similar searches. It’s all about relevancy when it comes to serving these ads to different users.
- One step or one second — Mobile load time will have to improve if marketers want to see an increase in their revenue, as they have stated that “every 1 second delay reduces conversions by 20%”. Speed and simplicity on mobile means revenue. Google intends to keep pushing their AMP (Accelerated Mobile Pages) project even further. AMP strives to optimise websites so they run efficiently on mobile. Currently there are 2 billion pages with AMP that load in less than a second. Not only this but they also aim to bring AMP to display ads allowing them to load as fast as the content on the landing page.
- Non-line assistance — This step is all about being able to offer more assistance to your customers online “70% turn to their phone for information before purchase” . So it’s important to be available to give this assistance when a customer is looking for it. Google will add location extension and store visits to trueview youtube campaigns. From now on you’ll be able to have local information such as opening hours, directions etc. beside your ad
When it comes to Google Ads, as already mentioned above it all comes down to relevancy, “91% of consumers purchased or planned to purchase something after seeing a relevant ad”.
What does Google plan to do regarding this?
- Better Audiences - Google intends to connect data across platforms and devices. This means that now you’ll be able to retarget to youtube users on search.
- Brand New Audience Segments - This is mainly for Youtube. Google is introducing two new audience segments - consumer patterns and life events. These will be subsequently introduced to Gmail Ads.
- Broader Reach - In-Market audiences (consumers who are actively researching or comparing products and services across Google Display Network and YouTube) are now coming for search ads.
Measurement & Attribution Tools
Google is getting rid of last click attribution. Instead they’re introducing a new tool - Attribution. This will allow marketers to measure the impact of each of their marketing touch points across multiple devices and channels. It will evaluate all ad formats (search, display and shopping ads) and it will then use the conversion data to calculate how much credit each touchpoint deserves. As Google says, “It’s not just a reporting change. It’s a more accurate view of your business”.
There’s promises of new Google AdWords experience in terms of landing page testing. According to Google there’s “40% higher bounce rate on mobile devices than on desktop”. In order to make things easier for marketers and minimise the percentage of these bounces Google is integrating Google Optimize (a website testing and personalisation tool) with AdWords. You’ll now be able design and test new versions of landing pages in seconds. The bonus for business owners is that you you won’t even need a developer for this.!
It looks like it’s shaping up to be an exciting year for Google with all the new tools and improvements being brought out. There are also a number of other improvements related to Double Click as well as their recently new product - Google Assistant. They promised to slowly roll out these improvements across users. Most of these are already fully operational in America and Canada. However, here in Europe we will have to wait for a little while before we can start testing them ourselves.