If you have access to 1st party data, which is eligible to use on Google Customer Match, a testing matrix of different audience segments should be set up. Work out which offline segments perform the best and, just as importantly, which ones can now be excluded.
Look to move your paid search teams closer to where other Google channels are managed, ideally in the same team. Audience lists should then not be thought about in silo, but used effectively across channels. A simple example, if you have identified keywords showing product researching behaviour, then target this audience with YouTube pre-rolls.
Don’t forget SEO integration too! Leverage learnings and generate efficiencies through combined reporting and insights.
A full technology stack solution that integrates onsite analytics into the paid search optimisation reports is always an advantage. This will enable you to track full value of a click across multi sessions. Ensuring all paid media channels are tagged up correctly and any non-paid channels are accounted for within the website analytics platform will give you the full attribution picture.
Digital marketing articles and knowledge straight to your inbox.
The largest development to have happened within AdWords was announced in Q4 of 2015. Google Customer Match, allowing advertisers to user their 1st party CRM data to build audience lists, targeting within Adwords. This is nothing new to advertisers with Facebook launching a similar product many years ago, but the significance of Google allowing outside data to influence the paid search ads is huge. Advertisers can now layer in search intent, location, time and individual user to the targeting mix, leading to an extremely powerful form of advertising.
In comparison to Google Customer Match, the movement of video into the main Adwords platform didn’t make as big news, but the future implications are big. Audience lists and segmentations become more fluid across the Google channels, allowing for users showing a particular search behaviour to be targeted with TrueView, Google Display or Gmail Sponsored posts. A fully integrated solution is now a must and search should no longer sit in silo.
The fear of ad blockers is predicted to be bigger than the actual impact.
It is definitely something that needs to be taken into consideration, especially if you are purposely targeting (but not limiting yourself to) Apple Safari users. Currently, ad blockers do effect paid search ads, which in theory could impact activity, but the penetration of these apps is extremely low. The impact is relatively insignificant when it comes to traffic volumes. If this penetration were to increase, Google would most certainly develop a work-around, possibly by integrating the paid ads further into the search page.
Each year sees increased pressure on paid search budgets, with more rigger and justification required around performance and true value.
Measuring the fully attributed lifetime value of a person will be the new norm. And a single session, last click/view will be a thing of the past. For some, this will be seen as a simple transition but for many it will echo in a new way of thinking. It will require investment in technology and people with the right skills to make this work effectively.