Google Marketing Next is Google’s annual conference for advertisers. In the hour-long keynote they revealed new products, new features and new ways to get their product suite working better together.
In quick succession, these are the potential gains for brands and how digital teams can make them happen.
Target the right people
Reach new audiences
How: Your Paid Search team can now use both life events (such as graduation or marriage) and consumer patterns to target Gmail ads. Previously only available for YouTube ads.
Target with greater precision
How: Your Programmatic team has DoubleClick Bid Manager (DBM) at its fingertips. The DSP now uses machine learning to recommend audiences, bids and inventory based on previous performance.
Then convert them online and even… in-store?
Get more foot traffic
How: Your Programmatic team can now use location extensions on your YouTube TrueView campaigns to capture people on the move and get them into your physical store
Cut down ad load time
How: Your Programmatic team can now deploy ads on the Google Display Network in a format with potentially faster ad load times – Accelerated Mobile Pages (AMPs)
Radically reduce landing page load times
How: Your Paid Search team can now deploy search ads that click through to AMPs in a new AdWords beta.
Seconds count. Your conversions can drop 20% for each second your customers wait for the page to load.
How: Using new tool Google Attribution, your digital marketing team can better measure each marketing touchpoint across channels and devices. It integrates with Google Analytics and AdWords. Currently in beta, it rolls out properly over the next few months.
Track reach more accurately
How: Your Programmatic team can use new Unique Reach reporting in DoubleClick to deduplicate impressions across devices and campaigns (your Paid Search team already uses this in Adwords).
Track store visits with more precision
How: Your Programmatic team can now track the number of people who see your YouTube TrueView campaign then come in store
Integrate online and offline sales data
How: Your Paid Search team can now import transaction data into AdWords to see store sales and revenue at the device and campaign level for your search or shopping campaigns
Optimise. Then optimise some more.
Get direct feedback on your ads
How: Your Paid Search team can now connect AdWords and Surveys 360 to ask users who clicked on your ads: ‘What made you click through?’
Systematically improve landing pages
How: Your Paid Search or CRO team can now integrate Google Optimise with AdWords to do more A/B testing to improve your landing page. With the help of improved landing page reporting, they will know exactly which levers to pull (page speed, mobile-friendliness, conversion rate and more).