{"id":113351,"date":"2014-05-12T17:00:00","date_gmt":"2014-05-12T22:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/product-developments-adwords-mean\/"},"modified":"2024-12-21T05:55:00","modified_gmt":"2024-12-21T10:55:00","slug":"product-developments-adwords-mean","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/development\/product-developments-adwords-mean\/","title":{"rendered":"Product Developments in AdWords \u2013 What Does it Mean?"},"content":{"rendered":"

We watched with interest and excitement the announcements Jerry Dischler (VP of Product Management at Google) made\u00a0with regards to the most recent developments of the AdWords <\/a>Tool Kit.<\/p>\n

However, the emphasis was less about the tools and the message of putting the constantly connected consumer at the heart of their developments was loud and clear; with the prime objective being to deliver more effective advertising campaigns, for both consumer and advertiser.<\/p>\n

Categorising the developments into three distinct phases of the marketing process further reinforced the importance being placed on the connected consumer. The phases are:<\/p>\n

i)\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Innovative Ad Formats<\/p>\n

ii)\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Insightful Reporting<\/p>\n

iii)\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Intelligent Tools<\/p>\n

Jesper Harbers<\/a> (our International Paid Search Consultant) and Graeme Orr<\/a> (one of our Internet Marketing Technicians) share their thoughts on these new features and how they will impact agencies, clients, advertisers and consumers. Here\u2019s what they have to say:<\/p>\n

Innovate Ad Formats<\/h2>\n

Did you know that 60% of Apps are never installed and 80% of those downloaded are only used once? With this in mind the innovative ad formats aim to reach and re-engage with consumers across search, the Google Display Network (GDN) and YouTube with data from all Google platforms feeding into the ad targeting process. And the added bonus is that this single integrated solution is managed from your AdWords account.<\/p>\n

Suggestions for App search keywords, behavioural preferences and showing alongside true view YouTube videos are all ways in which to increase reach via an integrated solution. Deep linking based on the users search query is the example provided to offer a better user experience to improve engagement and re-engagement.<\/p>\n

JH:<\/b> We have seen a shift towards more behavioural advertising and the app market is heading this way as well. An example of this could be when you have an app to check the live scores of a sport, the users of this type of app may also be interested in betting on these games and could therefore be a great audience to target. However this update goes further than that taking into account the frequency of usage, in app purchases and app download history. How this will relate to the iOS apps I\u2019m not sure yet.<\/p>\n

GO:<\/b> The app deep linking is especially interesting. So many of us download apps, use them once or twice, and then never bother to look at them again. This new feature means we can re engage users with our clients\u2019 apps and it will be interesting to see how this works out. For example, someone downloads a holiday company app, uses it and then forgets about it for a while. They then use their mobile phone to search for \u201cholidays in Greece\u201d a few months later and Google places the app ad at the top of the page. Not only does this connect the user to the app, it actually takes them to the relevant Greece Holidays page of the app too. I think this is something our clients can\u2019t afford to ignore and it is up to us to educate them and prepare them for these changes.<\/p>\n

JH:<\/b> Where there have always been companion banners for Trueview campaigns we can now see the app companion banners. Tying all channels together will become more important to ensure that the user has a flawless experience between all of the brand touch points. From Google Plus posts on the Display Network to App Companion Banners on YouTube and Schema data in search – they should all be utilised to create a seamless landscape for the end user.<\/p>\n

\"AdWords<\/a><\/p>\n

Insightful Reporting<\/b><\/h2>\n

Measuring conversions accurately, particularly when considering offline behaviour, is becoming increasingly difficult with connected consumers using more and more devices. Last year the Estimated Total Conversions tool<\/i> which factored phone calls into the buying cycle was launched to help address this and evidence shows that it had a positive significant impact on those businesses that used it.<\/p>\n

This will be developed further with Estimated Total Conversion Enhancements<\/i> using hyper-local information that will enable advertisers to connect with their audience wherever they are online.<\/p>\n

JH:<\/b> We still have to see how this develops into metrics that can be trusted to its full extent… With the introduction of Universal Analytics measurement between offline and online has become easier to measure. When working towards a strict CPA it is not always easy take these numbers into account however we do know from our own daily life that there is a correlation between mobile and desktop.<\/p>\n

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