Key Takeaways For AdWords Advertisers
In-Market Audiences Will Be Available In Search Campaigns
Recently, Google introduced demographic (age & gender) targeting to search campaigns, and this has been a very useful feature to many advertisers.
At the keynote, Google announced they will be introducing in-market targeting to search campaigns. In-market audiences are defined by Google as:
“customers who are in the market, which means that they are researching products and are actively considering buying a service or product like those you offer.”
This makes me think of a couple ways this feature can be utilized.
1. The most obvious is that you would adjust your bids to bid higher for people who are in your market. If Google has identified that someone is already researching products, then that person is much closer to making a buying decision and that click will be more valuable to you.
2. This feature will also open up the option to target keywords that are very broad (and that you wouldn’t normally want to target). For example, a house cleaning company might not normally want to target a general keyword like [cleaning] – but if someone is on Google’s in-market list for “home cleaning services” then [cleaning] might be worth bidding on.
Of course, lot of testing will be required to see how useful this feature is, once it becomes available. But this is one I am definitely going to watch out for. (NOTE: All we know is that this will be rolling out “in the coming months”)
New Product: Google Attribution
Google announced they are launching a new product called Google Attribution. Rather
than relying on “last click” data to track your conversions (based on the last action the
user took before purchasing) you will now be able to see how each step in the buying
process contributed to a sale.
If someone sees your video, and then later clicks on your display ad to get more information, and then later does a search and finally buys your product, you will have more insight into this process.
Using the “last click” model, the purchase will be attributed 100% to the click from the final search ad that resulted in the sale. With the new Google Attribution tool, you will be able to see how each step in the process contributed to the sale.
More data means better data (as long as we can keep up!) so be on the lookout for this new product. Here’s what it will look like:
AdWords AMP (Accelerated Mobile Pages) Now Available in Beta
Google’s AMP (Accelerated Mobile Pages) program has been around for a while. At the event, Google announced they are launching this for AdWords landing pages. Google is placing huge importance on page load speed, citing a couple statistics:
A seven second load speed time doubles the chance a user will bounce, compared to a one second load speed time.
For every second of load time, conversions fall by up to 20%
With data like that, we need to be very aware of how quickly our landing pages load. Not only do faster pages provide a better customer experience, but it’s something Google wants us to do (and they usually reward businesses and advertisers who do what they want)!
While AMP landing pages will load faster, there are definitely some limitations because they don’t allow a lot of scripts that can often make websites convert better. Because of these limitations, I’m not going to be jumping in and changing all my landing pages to AMP right away – but it will be worth some testing.
You can sign up for the AdWords AMP beta program here:
Some Other Notes From Google’s Announcement
- Location extensions and store visit extensions will be available in YouTube TrueView campaigns.
- Google is continuing to improve the quality of audiences by connecting data across multiple devices and platforms in real time.
- New audiences for Consumer Patterns and Live Events (weddings, moving, etc.) are being added – watch for these.
- Unique Reach reporting is being added so you can see the number of unique users that are seeing your ads.
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