{"id":113415,"date":"2017-05-24T15:41:00","date_gmt":"2017-05-24T20:41:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/googles-marketing-keynote-2017\/"},"modified":"2025-01-03T05:11:12","modified_gmt":"2025-01-03T10:11:12","slug":"googles-marketing-keynote-2017","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/search-optimization\/googles-marketing-keynote-2017\/","title":{"rendered":"Google\u2019s Marketing Keynote 2017"},"content":{"rendered":"<p>Roll up, roll up, Google\u2019s got some fresh tools to change targeting and measurement once again! Google\u2019s Marketing Keynote for 2017, dubbed proudly by Google as \u201cMarketing Next\u201d, is Google\u2019s annual summit to show off a lot of fancy new features and tools that will be rolling out over Google\u2019s favourite time period, \u201cthe coming months\u201d. While not all of the new announcements are as dramatic or even new as Google would like you to think, the overall theme of the event and key soundbites are interesting in themselves, as they represent the way Google see the industry evolving over the new 12 months. In this blog, we\u2019ll look at some of the key takeaways that you need to know about and will shape some of your <a href=\"\/en-gb\/services\/strategic-insights\/\">marketing strategies<\/a> over the next 12 months \u2013 as despite what you may think of Google at times, they generally have a good pulse on what\u2019s coming up and good tech worth testing. After all, they\u2019re the world\u2019s most successful search company. <em>** Some the notes\/opinions below may change once we\u2019re able to flesh out announcements with more detail. Think of the keynote as a Google election manifesto\u2026**<\/em> <!--more--><\/p>\n<h3>Key Stats<\/h3>\n<p>Google are the masters at setting the scene and giving their changes context. Below are some of the key figures from this year\u2019s event:<\/p>\n<ul>\n<li>87% of smartphone users turn to mobile in their first\u00a0moment of need<\/li>\n<li>91% of smartphone owners said they have bought\u00a0or planned to buy based on seeing useful ads<\/li>\n<li>20% of searches are made by voice in the US<\/li>\n<li>Every 1 second delay in page load time decreases conversions by up to 20%<\/li>\n<li>30% of people use 5 or more devices<\/li>\n<\/ul>\n<p>Wrap all that together and you can see that without a solid mobile platform and experience, you\u2019re pushing water uphill. Before even looking into marketing strategies, checking the health of your mobile platform should be a key consideration for all businesses. The <a href=\"https:\/\/testmysite.thinkwithgoogle.com\/\">Test My Site tool<\/a>, again handily created by Google, is great for a quick overview on how you\u2019re mobile site is shaping up.<\/p>\n<h3><strong>The Overview<\/strong><\/h3>\n<p>Using the rule of three for presentations, Google showcased new features, advancements and announcements for some of their key platforms. We\u2019ll look at the highlights for each one and how they can be applied to drive better results.<\/p>\n<h4><strong>Themes:<\/strong> Mobile, voice and machine learning<\/h4>\n<p>Building on the theme of mobile, Google seems to be giving Google AMP compatible pages an advantage in some of their results and initiatives. AMP pages are part of landing page search, display and shopping betas, giving pages priority on select terms and placements. Look at the searches for \u201cbest antiseptic mouthwash\u201d (Google\u2019s example, nothing personal) versus \u201cbuy antiseptic mouthwash\u201d to see how \u201cTop Rated By Google\u201d could become more prominent over the next 12 months. <img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-6820 aligncenter\" src=\"https:\/\/ambergreeninternetmarketing.com\/wpe-content\/uploads\/2017\/05\/Top-Rated-By-Google-Example.png\" alt=\"Top-Rated-By-Google-Example\" width=\"556\" height=\"478\" \/> With mobile and more data connections, Google are also improving their location options with location extensions and store visit data based on YouTube campaigns. Store sales measurement is also getting an increased focus through two different approaches:<\/p>\n<ol>\n<li>Sales data is able to be imported back into AdWords and matched to accounts at a campaign or device level.<\/li>\n<li>Conversions can be matched back without any implementation based on data from over 70% of credit and debit card transactions in the US.<\/li>\n<\/ol>\n<p>This is a powerful development\u00a0and a fantastic one for high street brands.<\/p>\n<h3><strong>The Platforms<\/strong><\/h3>\n<h4>AdWords<\/h4>\n<p><strong>Theme: Better, Brand-New, Broader<\/strong> AdWords continues to evolve beyond an intent targeting platform by giving more consideration to audiences and advanced targeting options.\u00a0 Google has recognised they need to offer advertisers new ways of targeting to reclaim ad dollars lost to other networks and techniques, particularly programmatic, by giving more access and more integrated options through their own platforms. It was interesting that Google stressed the privacy features and controls they have in place before unveiling how they\u2019ll give marketers greater ability to join up strategies and target based on more data\u2026 A big focus for Google at the moment is machine learning and intent to help advertisers reach their desired audiences better than before. More data will be analysed across platforms, devices and in real time with the platforms themselves becoming more integrated to allow smarter bidding. For example, if a user has viewed your YouTube video or subscribed to your channel, there is now the ability to target them within the search results. That means if you promote a trailer or your new Christmas ad, you can take this audience and apply it to generic search campaigns which may not normally drive enough conversions to make the CPA affordable. You could also present your branded traffic with a message that builds on the content of the video. Coupled with Similar Audiences for Search, Google is trying to allowing advertisers to achieve better ROIs beyond longtail and brand bidding by making the keywords with huge search volume more appealing with the recent exact match changes also \u201chelping\u201d advertisers in this direction. New audience targeting options in terms of Life Events and Customer Patterns seem like an attempt to take on Facebook by integrating more user data into audience target options. Opening up this targeting via Google will allow advertisers to get creative with strategies (bought a new house, perhaps time for a new TV; graduated from uni, time to get a job or take a gap year holiday) if the audience quality is high enough. This is only being rolled out to Gmail ads to start with, so maybe Google already has quality concerns. More interestingly, in-market audiences are also coming to search, which again presents new opportunity for targeting a new set of keywords or retesting previously poor performing terms. With the amount of online real estate Google has, they know that someone who is looking to buy a car doesn\u2019t always just Google \u201cbuy the best car\u201d. They watch videos, read reviews and other related content before perhaps converting on brand. Depending on the detail of how these are structured, they again could be a good way to target more terms beyond the niche of exact intent. Our experience of these audience on display has been mixed but improving, and with the amount of data Google has, this will be very powerful if they get this right.<\/p>\n<h4>Analytics<\/h4>\n<p><strong>Themes: Attribution, Attribution, Reach &amp; Frequency<\/strong> Last-click attribution has been a problem for marketers for years. The world is so integrated that this approach really isn&#8217;t the best solution, but it is sometimes still used nonetheless. Why? It&#8217;s comforting, it&#8217;s what many people have always used, and it makes sense to key stakeholders beyond the marketing team. To counter this, Google has ambitiously claimed to have \u201csolved the attribution problem\u201d. Big words! By rolling out a system called Google Attribution (nothing like naming the product after yourself to make it sound grand), the ability for <a href=\"\/en-gb\/services\/analytics-and-marketing-science-services\/\">data driven attribution and modelling<\/a> is being made easier and more integrated across Google\u2019s properties. By taking into account multiple channels, touchpoints and devices, as well as presenting the same attribution model across AdWords, Google Analytics and DoubleClick Search alongside last click attribution reporting should make it easier for brands and in turn advertisers to progress beyond last click. As always though with attribution, beliefs and who to trust play a more important role than data until results are proven. This is in beta and worth testing to see what difference it can make to performance.<\/p>\n<h4>Tools &amp; Platforms<\/h4>\n<p><strong>Themes: Smarter, Faster, Test<\/strong> As well as changes to make the AdWords platform itself faster, Google is integrating AdWords and Optimize to make A\/B testing (CRO) functionality a little bit slicker. Landing page tests can be created at campaign, adgroup or even keyword level within AdWords to help drive more conversions from traffic you\u2019re already generating. While it has some limitations, Optimize is a great way to begin A\/B testing without having to rely on developers. Starting with small tests such as changing the image or header tag on a landing page in an agile way will allow marketers to build the business case for CRO to be a key part of all ongoing strategies. The ability to create new in-market audiences based on keywords seems interesting and could be a slight variation on custom audiences which are of interest or URL-based, but we need more detail here before getting excited. Custom audiences have proven to be a strong addition to our display campaigns in the past, so we\u2019re quite positive about this development, as well. There are more tools and functionality that are being rolled out across Adwords and DoubleClick, such as automated audience builds based on objectives, but these are more niche, aimed at campaign managers rather than brands \u00a0\u2013 or they require budgets of a certain size. We\u2019ll be happy to discuss these in depth\u00a0if you wish to you know more. <img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-6823\" src=\"https:\/\/ambergreeninternetmarketing.com\/wpe-content\/uploads\/2017\/05\/Google-Marketing-Next-2017-800x360.png\" alt=\"Google-Marketing-Next-2017\" width=\"800\" height=\"360\" \/><\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69d613cadd787'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69d613cadd787');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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Following Google\u2019s rule of three, I would say the top three highlights are these:<\/p>\n<ul>\n<li>New abilities to target generic terms without targeting the whole market<\/li>\n<li>Google Attribution as last click is rarely the best approach. Even if you don\u2019t fully trust the Google version of the truth, the simplicity to set this up means it\u2019s worth reviewing and testing.<\/li>\n<li>AdWords integration with Optimize means there\u2019s no excuse for not A\/B testing. With so much focus on targeting, audience, keywords, quality score, impression share, etc. via shopping, display and search, it can be forgotten that small improvements in conversion rate can sometimes radically alter performance more than subtle changes in targeting.<\/li>\n<\/ul>\n<p>Finally, if the above sounds too distant to you or smoke and mirrors, the following statement can be just as powerful as changes in tools, platforms or targeting. You can view the <a href=\"https:\/\/www.youtube.com\/watch?v=MmkRJqnQ2T8\">full keynote presentation on YouTube<\/a>. If you\u2019re not challenging yourself and instead run the same old activity week in week out, you\u2019re going to be left behind. It won\u2019t happen overnight, and core strategies of search should still be given enough focus. If you\u2019re not pushing the boundaries, however, you are missing out on conversions and growth. And if that still doesn\u2019t prompt you to act, isn\u2019t it just more fun and interesting to try some new things?!<\/p>\n<p style=\"text-align: center;\"><em>Want to know more about how Google affects your business? <a href=\"\/en-gb\/contact\/edinburgh\/\">Get in touch with DAC<\/a> to arrange a meeting!<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Roll up, roll up, Google\u2019s got some fresh tools to change targeting and measurement once again! Google\u2019s Marketing Keynote for 2017, dubbed proudly by Google as \u201cMarketing Next\u201d, is Google\u2019s annual summit to show off a lot of fancy new features and tools that will be rolling out over Google\u2019s favourite time period, \u201cthe coming [&hellip;]<\/p>\n","protected":false},"author":91,"featured_media":113417,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Technical","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2897],"tags":[490,634,468,485,493],"class_list":["post-113415","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-search-optimization","tag-google-2","tag-google-ads","tag-google-updates","tag-paid-search-2","tag-ppc-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google&#039;s Marketing Keynote 2017 | DAC<\/title>\n<meta name=\"description\" content=\"Google&#039;s marketing keynote 2017 has come and gone, and there were some big announcements. 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