Intent - Data & Machine Learning at the Google Marketing Next 2017 - Innovations Keynote

May 25, 2017

Mobile has forever changed how we live our daily lives.

 

 

87%

of smartphone users turn to search first in a moment of need.

 

If there is one thing google has that not many companies out there have is data and when they say a trend is emerging or there is a shift in consumer behaviour, they have the substantial data to back it up! 

 

In the Google search app which is on Android and iOS 20% of Google searchers are now completed by Voice - its now time to start to listen to the consumer and ask how can we reach people on Voice Search.

 

How can our advertising be ready and capable to ensure we win on voice search?

 

Intent - Data - Machine Learning

 

To assist people Google uses data and machine learning to try to understand or determine how it can be of assistance. Google has access to more Signals and Consumer Data than it ever did before. If intent is there, Ads will be triggered!

 

In fairness to Google they have been trying to get technology to be an enabler instead of being another challenge but it still requires Brands to continue to put the consumer at the heart of their strategies.

 

Smarter with Data - All consumer interactions must be smarter with data. To assist your customers your marketing needs to be driven by people and where they are in their journey as consumers have so many micro moments on their path to purchase. Google claim to help by applying machine learning across every micro moment to deliver relevant and useful experiences!

 

One Step or One Second - Both Google and I recommend getting the fundamentals right. Again they have the data to back this up! Users will only tolerate interactions that happen in a step or a second. Google recently did an analysis of over 900,000 mobile landing pages from over 100 different countries, they found that as page load time goes from 1 to 7 seconds the probability of a mobile site visitor bouncing/leaving the site quickly more than doubles. 

 

For every 1 second delay , conversions can fall by 20%

 

 

Google often shares these figures but as we know from experience they differ greatly between Industry and even the different products that sit within the different industries.

If you don't have access to a Google account manager then the best thing to do is to use these as a bench mark and ensure your or your business/Clients assets performer below the discussed benchmarks.

 

18 months ago Google launched AMP or Accelerate Mobile Pages to help make the mobile web faster and better. Today more than 2 Billion pages have been published to Google Search and 35 million are added weekly. The unique selling point for AMP pages is that they typically load from Google search in under 1 second!

 

So why use AMP? Well companies tend to see increased engagement by using AMP.

FASTER = BETTER in this case.

 

Google have released a New Beta - Supporting AMP pages from Search Ads.

 

Faster page loads result in better landing page experiences which is a really important Ad Ranking Factor and influences cost per click .

 

Full details and sign up to the Beta can be found at Bringing the speed of AMP to search & display ads.

 

 VIDEO SOURCE: GOOGLE MARKETING NEXT 2017

 

 

Mobile-local intent innovations drive more consumers to stores

 

What is the impact of your online Ads on Store visits or purchases?

 

Using advanced machine learning and Google Maps technology, Google is able to measure store visits from online Ads. 

 

Over 50% of internet users

look for videos on a product or service before visiting a store

 

Google are going to introduce location extensions and store visits for Youtube TrueView video campaigns. Soon you will be able to showcase local information alongside video ads to help consumers get directions, check business hours etc.

 

So what is the impact of online Ads on store visits and how do these visits drive actual sales?

 

According to Google consumers who click on a Google Search Ad before visiting a store are over 25% more likely to make a purchase while they are at the store and they also spend 10% more on average. So Google says Ads are already play a significant role in influencing which stores users wish to go to and what they do there when they arrive.

 

How can we measure this to see the impact on our Business?

 

Later this year Google are rolling out two new tools to help measure store sales accurately and completely. The first one will allow you to import transaction data into AdWords to see store sales and revenue at the device and campaign level for your search or shopping campaigns.

 

Google has a second tool where you can take advantage of Google's third-party partnerships to get store sales data with no implementation on your end as they have

partnerships that cover approximately 70% of credit and debit card transactions in the US. Within the U.S. this data will be made available to you like store visits are. Apparently both solutions match transactions back to Google Ads in a secure and privacy-safe way, and only report on aggregated and anonymised store sales to protect the customers data.

 

 

 

Please find some Quick links to all Google Marketing Next 2017 posts below; 

 

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