At Marketing Next, Google announced its next generation of AdWords, DoubleClick and Google Analytics tools, said by the end of year, the new AdWords experience will be available to all its advertisers.
The redesigned experience brings in significant change to visualize and manage campaigns. See the highlights of enhancements brought by the new experience below:
New Overview page, automatically surfaces relevant insights about performance for qucik action and on average a 20% faster pages load is gained with new experience—which is starting today, made available to millions of additional AdWords accounts.
Google Optimize and Google Surveys 360 integrate with AdWords, so advertisers can test landing pages and gain insights about ads more efficiently.
Optimize, helps marketers test and deliver custom site experiences to improve performance. It’s available globally to all advertisers at no cost.
Surveys 360, which make it easy to create a survey, find specific audience sample across the web, and generate results in just a few days—now integrated with AdWords, will help marketers easily understand the “why” behind how consumers react to their marketing.
Google is also bringing machine learning (ML) to DoubleClick Bid Manager, that analyzes’ past campaigns and recommend an optimized media plan tailored to specific business, and can then be tweak, approve and activate with just a click.
“Unique Reach” already available for YouTube in AdWords since early this year, will soon expand to Display campaigns in AdWords and DoubleClick for all video and display ad. With Unique Reach, advertisers can measure number of unique users and average impressions-per-user from video and display ads. “Metrics are de-duplicated across devices, campaigns, inventory and formats so you can see how many people you reached and how often you reach them,” writes the team.
In addition, Google Attribution, that let marketers measure the impact of their marketing across devices and across channels — at no additional cost, is rolling out today, too. Google Attribution, “will help understand how all of your marketing efforts work together and deliver the insights you need to make them work better,” writes Google.
Google Attribution, since it integrates with ads tools like AdWords, Google Analytics and DoubleClick Search, brings in together data from all marketing channels for a complete view of performance.
Google Attribution also uses data-driven attribution, powered by machine learning to determine how much credit to assign to each step in the consumer journey — from the first touch point to the last click before a purchase. It will then use data-driven attribution, powered by machine learning, to determine how much credit to assign to each stage.
The results become immediately available for reporting, updating bids or moving budget between channels.
Currently, Google Attribution is available to a limited number of advertisers in beta. It’ll roll out to more advertisers in the coming months, says Google.
As of now marketers already using Promoted Places and local inventory ads to show special offers and what’s in-stock at nearby stores—can now help consumers find a store from their YouTube video ads using location extensions.
To this end, “Store visits” measurement, which is already available for Search, Shopping and Display campaigns today, will soon available for YouTube TrueView campaigns, to help measure the impact of video ads on foot traffic to stores.
In the coming months, Google will also launch “store sales measurement at the device and campaign levels” to AdWords, that allow businesses to measure in-store revenue, in addition to store visits delivered by online Search and Shopping ads.
Both of these solutions, use a secure and privacy-safe way to match transactions back to Google ads, and report only on aggregated and anonymized store sales to protect customer data.
Machine learning (ML) comes audience insights to search ads
Lastly, Google is extending in-market audiences to Search to help advertisers target users based on purchase intent signals in Search campaigns for over a dozen categories.
The targeting is aimed to you reach consumers who are ready to purchase the products and services you offer — for example, “if you’re a car dealership, you can increase your reach among users who have already searched for ‘SUVs with best gas mileage’ and ‘spacious SUVs’,” google explained.
Further it expalined how In-market audiences uses the power of machine learning to better understand purchase intent said, “It analyzes trillions of search queries and activity across millions of websites to help figure out when people are close to buying and surface ads that will be more relevant and interesting to them.”
In-market audiences, currently only available for Display Network and YouTube campaigns.