Google wants you to reach the right customer, with the right offer, at the right time. It comes as no surprise that the central theme of Google’s Performance Summit last week revolved around conveying the perfect message to the right audience during the millions of “micro-moments” that happen every day in our mobile first world. Other areas of focus were around simplification and automation. With a brand spanking new AdWords UI and plenty of hype surrounding automated bidding strategies, Google did not disappoint with this year’s announcements.
Here's a recap of some of the highlights:
- Expanded text ads-- these ads have nearly 50% greater ad copy allowing advertisers more room to highlight their offers through longer creative messaging. Google has already suggested an uplift of 20% over standard text ads. Check out our post for more info.
- Similar audiences for search-- reach people who share the same characteristics as some of your best customers with RLSAs.
- Demographics for search ads-- customize search campaigns based on demographics like age and gender.
- Device bid adjustments -- you can now adjust bids for each device type separately - desktop, tablet, smartphone. Not only can you reach customers across all devices with a single campaign, but you also have a wider range to adjust bids - up to +900%!
- Display ads-- responsive ads for display provide headlines, a description, an image, and a URL -- and Google will automatically design responsive ads for you.
- Google Maps-- because 1/3 of all mobile searches are related to location, Google has added promotional text to their Google Maps results. They also have droppable pins.
- Location data-- Google will be using Bluetooth beacon technology to help you measure store visits, enabling 99% accuracy.
Branded Pins in Google Maps
Overall, all of the new features focus on the consumer shift to mobile, what the right message is for that consumer, and how to reach them at the right (micro)-moment. Google is striving to provide more powerful tools that will allow retailers to automate mundane and time consuming tasks in order to free up time to do what humans do best – strategize and analyze. Finally, Google encouraged retailers to take a long hard look at the KPIs they are basing success on and stop adhering to the “faded” last click attribution paradigm. Are these KPIs really serving your business needs? Or are you looking at the same metrics you’ve always looked at as the landscape changed dramatically before your eyes?
Many of these changes will not fully roll out until the end of the year, so stay tuned for more details.
Did you watch the performance summit? Which changes are you most excited about?