So, what went down at Google’s Performance Summit?
At their latest Performance Summit in San Francisco, Google shared their latest advances to industry professionals. We’ve summarised all the important snippets of information, which are relevant to any digital marketing strategy.
This is a mobile first world
At the beginning of the Summit, Sridhar Ramaswamy, Senior Vice President of Advertising and Commerce, was quick to announce rather, that the shift to mobile is no longer something that is happening… it’s happened.
With trillions (and no, that’s not an exaggeration) of mobile searches made on Google last year, and over half of web traffic coming from smartphones, marketers are needing to break away from a desktop interface. Mobile should be at the forefront of your strategy, instead of simply ensuring that you’re just accounting for it. This is vital when reaching out to younger demographics, such as students; who are all active on smartphones.
Text ads in search
Earlier this year RHS (right hand side) adverts were removed to generate more consistency across mobile, desktop and tablet adverts; this was the starting point in developing the way text ads will now look. For example, there will be a larger headline space which requires a longer description line (up to 80 characters). This will give marketers the opportunity to display more information about their services; which will benefit ‘on the go’ users, who are more likely to search specifically. Brands, who have been involved in the testing process, saw their CTR increase by 20%.
Another feature to be rolled out for Text Ads is, Similar Audiences on Search.This is currently available on the Google Display Network, but will now allow you to target people in your remarketing list, who have searched for your product but not visited your website before. Google actually rolled this out for one of their clients and saw a 5% higher CTR and a 15% lower CPA.
Marketers will soon be able to adjust bids for demographics based on age and gender. Before we could only see where they were coming from; but the new Demographic For Search feature will allow us to bid on these.
The search engine giant also announced that they will be placing promoted pins on Google Maps. So, even if you searched for a nearby address, a promoted pin could appear on the map to show what’s going on nearby.
This could work particularly well for universities and colleges, who are looking to promote open days. At the moment Google are experimenting with a variety of advert formats, to determine what will provide the best user experience. Further down the line though, these advert pins could have the functionality to showcase a variety of information, for example; which courses a College or University offers.
Google Analytics 360 Suite
Currently Google Analytics, AdWords and DoubleClick exist as separate products, with limited alignment between them. However, the new Google Analytics 360 Suite will allow more integration between their planned reporting and analytical tools.
For example, you can identify a key audience in Google Analytics and then display personalised content to them accordingly using the new Optimize 360 tool. This means you can essentially optimise your site depending on the type of audience who lands on it. As a College or University you might want to go as far as tailoring content depending on whether it was a student or parent visiting the site.
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