The view from here
Google Marketing Next 2017
The BKV Search team made a trip to the Atlanta Google office last week to watch a series of speakers from Google talk about new innovations and releases in the search landscape.
The seminar began with speaker, Sridhar Ramaswamy who spoke about how more and more consumers are turning to search first, as their go-to path for assistance before making a final purchasing decision. He quoted that 87% of consumers turn to search first in their path to conversion experience.
As the focus of search ads is becoming more about the quality of the consumer’s experience, it’s important to tailor ads to have the right context for individual consumers in order to make the ad as relevant as possible. Our job as advertisers is to meet the consumer’s expectation before they even ask for it and we do this through: intent, data, and machine learning. In the future, brands will have more control to provide assistance in people’s purchasing decisions through Google’s innovation and use of data to predict what they will want.
According to Ramaswamy there were three key ways to help stay one step ahead of the consumer and their needs:
- All Interactions Must Be Smarter With Data: this means we must use data to serve specific and unique ads to different people based on their search habits and behavior. We should always be creating a unique ad experience for each person because everyone is in a different place in the purchasing decision funnel. We as advertisers cannot assume each person is in the same step of the process. We should always be using data to enhance ad experience and predict a user’s future behavior.
- One Second Makes All the Difference: this refers to the emphasis we need to place on the load time of the landing page and the ad itself. Ramaswamy said that every additional second a person is waiting for a page to load can lead to a 20% drop off in conversions. We cannot stress this enough. Advertisers should always be pushing their clients to improve the load time on their site and looking for ways to enhance the overall user experience.
- Non-Line Assistance: is referring to the diminishing line between the different channels and points of access into the path to conversion for the consumer. We should be referring to combined channel performance vs drawing a line between the different channels to analyze the consumer’s behavior. Ramaswamy said that 70% of store purchases were made with the first interaction being made online, and that people were 25% more likely to make a purchase in store if they clicked on a search ad beforehand. Google is now able to track in-store purchases which will add another layer of data for advertisers to measure the success of their online campaigns.
Another speaker, Bhanu Narasimhan, stressed the importance of creating better audiences to reach the right people, at the right time, in the right way. You want to make sure you tell a seamless story across all your channels so that the user is able to follow your story and find it more relevant (“91% of customers said they would make a purchase after seeing an ad that was relevant”). Google is releasing more ways to track consumer patterns and big life events so that advertisers can better target and influence consumers at the right time to increase the chances of conversion. Youtube is playing a large role in influencing consumers to make a purchase. Search advertisers now also have a broader way to reach potential audiences to increase their exposure and expand their current audience list.
The last topic of discussion was on attribution and the new ways Google can assign different values to each channel to show advertisers which channel had the biggest influence in the path to conversion. Typically you see advertisers using the last-click attribution model in which the last channel to receive a click receives all the credit for that conversion. It’s becoming more popular to add credit to each path in the conversion funnel based on a weighted value that Google is able to calculate. This is all designed to help advertisers quantify the assist value that each channel brings to the table when looking at the purchasing funnel as a whole. There are also ways to see how many times someone sees an ad across each channel. This was designed so that advertisers don’t waste money or remarket to people that have already seen their ad at a high frequency.
In an industry that is changing every day, advertisers need to be on the look-out for new betas and opportunities that can enhance the user’s ad experience in the search landscape and across other channels. Once we start viewing the user across channels, we can begin to value how all channels impact one another to ultimately create a harmonious story for the user’s interaction with a brand. We need to combine all the data points and findings we can on a user’s search history and behavior to not only enhance their next interaction with a brand, but to also predict future needs they might have.
Do you need help creating ads that are tailored to your unique audience?Reach out to us today.