Google Performance Summit: The evolution of AdWords and Analytics

Written By: Action Digital

News

Google held its fourth annual Performance Summit this week, to share the latest developments, newest features and upcoming plans regarding the AdWords and Analytics products.

Revealing that of the trillions of Google searches that are made each year, around half are now being made on mobile devices, the summit focused on how to best ensure marketers achieve business success in this mobile-first world. With mobile usage increasing exponentially, brands can now connect with consumers throughout the day during ‘micro-moments’ such as I-want-to-know, I-want-to-go, I-want-to-do and I-want-to-buy moments. In order to win these moments brands, have to meet consumer needs by first understanding their intent and the context around it.

Starting of the event, Sridhar Ramaswamy, Google’s Senior Vice President of Ads and Commerce, said: “One thing we continue to hear is ‘mobile changes everything’; and this isn’t an evolutionary change anymore, it’s a revolutionary one. Marketers are no longer asking if they should invest in mobile they are asking how they should invest in mobile.”

According to Ramaswamy, Google has a whole new vision for Ad Words and Analytics, completely rebuilding and redesigning the products for a mobile-first world. Here are the top 9 development you need to know to grow your business.

  • More Characters for Text Ads: : Text Ads in Google are a way for brands to introduce a consumer to who they are and what they do. To help brands be there and be even more useful when consumers are looking for answers, Google has introduced longer headlines and expanded the number of characters in the description line to 80 characters. Early testing on these new 50% more text heavy ads resulted in up to 20 percent increased click through rate so taking advantage early will be critical for when the initiative is rolled out later this year.
  • Responsive Display Ads: Display ads should demonstrate a continuity across all the different devices that people use and fit seamlessly across both websites and apps. The Google Display Network (GDN) now has a system that does all the hard work for advertisers who want to create an ad that will work across various different devices. Users can simply provide Google with a headline, a description, an image and an URL and Goggle will do the rest to create beautiful ads for you that fit any webpage and any app. This will also unlock native-ad inventory across the GDN.
  • Responsive Display Ads: Display ads should demonstrate a continuity across all the different devices that people use and fit seamlessly across both websites and apps. The Google Display Network (GDN) now has a system that does all the hard work for advertisers who want to create an ad that will work across various different devices. Users can simply provide Google with a headline, a description, an image and an URL and Goggle will do the rest to create beautiful ads for you that fit any webpage and any app. This will also unlock native-ad inventory across the GDN.
  • Adjusting Bids according to Device: This new initiative allows marketers to adjust ad word bids multipliers for each device type including tablet. Advertisers can now anchor their base key word bid to whichever device drives performance to their business and then adjust it from 100% to 900% across additional devises. The additional control and flexibility means users can optimise bids for the device that matters most, from one single ad campaign.
  • Local Search ads: Nearly one billion people use Google maps to navigate and explore the world around them, and around one third of all mobile searches are related to location – where we are, where we want to go and the things around us. In response, Google has launched Local Search Ads on Google Search and in Google Maps, available across mobile, desktop and apps. Local experiences on Google Maps will also now include Promoted Pins.
  • Cross Exchange Inventory on Google Display Network: Google is extending the reach of marketers’ GDN, remarketing campaigns by giving them access to Cross Exchange Inventory which allows them to reach additional websites and apps around the world. The development aims to deliver more reach with the same precision and high quality traffic.
  • Similar Audiences for Search using RLSA: Remarketing lists for search ads (RLSA) is a powerful way to improve the effectiveness of key word based campaigns, by focusing on consumers who have already expressed an interest in your brand by visiting your website or app. Similar Audiences for Search allows user to reach searchers who have similar interests as those who have previously searched their site and are in their remarketing lists; allowing companies to reach perspective audiences who are unfamiliar with the brand.
  • Demographics for Search Ads: Created for businesses which cater to a specific demographic, Google has created a Demographics targeting tool in AdWords, allowing marketers to reach consumers based on the specific demographic category that they fall into. Currently the demographic groups are limited to just Age and Gender however these are set to grow in the future.
  • AdWords redesigned: Google has announced its focus on building a new AdWords with the redesign focusing on a more modern, clutter-free, efficient and responsive interface. The new AdWords will be easier to run based on the user’s unique marketing objectives, work flow will be intuitive; tools will be powerful and simple and targeting will be brought front and centre.
  • Google Analytics 360 Suite: Built for the multiscreen world, the suite is comprised of six products that cover everything from tag management to analytics to attribution and reporting. Each of the products are designed to work together and work with AdWords. Ads and analytics tools are now integrated which makes data more valuable by allowing you to easily use your date to improve your marketing. Tools are easier to access and use and now have built in intelligence.

So, in conclusion, businesses who tailor their experiences for mobile will not only improve online sales, but also drive traffic to their website. Rethinking your approach to marketing based on micro moments and mobile-first is no longer an add on, but an imperative factor to your success.

If you are interested in advertising with AdWords get in touch with Action Digital and we’ll do the hard work for you.