During Google’s Marketing Next event last week, the tech giant made several exciting announcements—from enhancing current products to unveiling brand new offerings. We’ve compiled some of our favorites.
1. Life Events Targeting
Available on YouTube and Gmail Ads. Think targeting a consumer based on a life event, such as graduation, marriage or buying a house. If an advertiser’s product/service can help the consumer at a particular life stage, the advertising benefits them (and the brand)! The example shared during the event was for Sonos, a large smart-speaker company. When life targeting was implemented, the brand saw a +50% lift in ad recall, a +35% lift in purchase intent and a 5x lift in search. The takeaway is clear – relevancy drives strong metrics.
2. Bye-Bye Last Click Attribution
For some time now, the medium that “touched” the consumer last before completing an action received all the credit (last click attribution). Why? Because attribution can be a challenge and takes time and resources. While Google has had attribution for some time now, they are now rolling out a more accurate and faster (and free) version of attribution aimed to help small and mid-sized businesses to optimize their media mix. The tech giant is touting this attribution is all possible through machine learning, a buzz word that almost every speaker at the event used.
According to Babak Pahlavan, Senior Director of Product Management for Analytics Measurement at Google, “It creates a prediction model that learns by weighting a set of touchpoints on how likely a user is to purchase something. The presence and absence of marketing touchpoints across channels and across campaigns will either decrease or increase the likelihood of a conversion.”
The new attribution is currently in beta and the company plans to release it to the masses later this year. They also announced a paid attribution product, Attribution 360 (starting at $150,000), for agencies that execute large campaigns with both online and offline tactics.
3. Hello In-Market Audience Targeting
Brands can finally target in-market audiences (i.e. in-market for a new car) on the search network. In-market audiences are extremely valuable to a brand as these consumers are nearing the end of the buying cycle. Built through search query data and online activity analysis (another machine learning technique), the tech giant is now able to identify these key audiences on the search network. In addition to the traditional keyword targeting, consider the inclusion of in-market audience targeting.
4. Google Surveys 360
A powerful survey tool that allows advertisers to create a survey, deploy the survey to a targeted audience (across the Internet) and receive results quickly. This tool matters because Survey 360 will make A/B testing easier by allowing advertisers to gain feedback from customers – Why did you click on the ad? What is working? What is not working? – and then make these changes to help strengthen campaign performance.
Click here to watch the event for all updates.
This post was written by Jennifer Dixon, a Digital Media Supervisor with Hoffmann Murtaugh.