{"id":113696,"date":"2016-06-07T17:00:00","date_gmt":"2016-06-07T22:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/google-makes-changes-to-advertising-and-analytics-platform\/"},"modified":"2024-12-31T06:13:35","modified_gmt":"2024-12-31T11:13:35","slug":"google-makes-changes-to-advertising-and-analytics-platform","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/google-makes-changes-to-advertising-and-analytics-platform\/","title":{"rendered":"Google makes changes to advertising and analytics platform"},"content":{"rendered":"<p class=\"p1\"><span class=\"s1\">Last Tuesday, in what feels like a watershed moment, <a href=\"https:\/\/www.youtube.com\/watch?v=JW1LS94wLJw\"><span class=\"s2\">Google announced significant changes<\/span><\/a> to their advertising and analytics platforms.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">The over-arching theme was that a mobile-first world requires a mobile-first Google. The team at Google revealed data that proves beyond doubt that mobile is where the growth is and that harnessing intent and context for mobile users is the next big digital marketing opportunity. And when it comes to mobile context this is more often than not tied to location.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">All of the changes detailed below should be seen in the context of Google seizing huge opportunities in consumer behavioural changes while heading off existential threats to their dominant position in the world of advertising.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">During the talk, they revealed some fascinating insights, such as the fact that smartphone searches linked to location are growing 50% faster than other mobile searches and that 9\/10 transactions (in the US) still happen in a physical location.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">The most significant developments to be aware of, are:<\/span><\/p>\n<ol>\n<li class=\"p1\"><span class=\"s1\">Local Search Ads \u2013 Google now officially monetising location \u2013 ads within the maps unit are now out of beta and promoted pins are coming soon. The latter will mean significant stand-out amongst local search and maps with advertisers able to bid higher for local users.<\/span><\/li>\n<section id=\"hub-newsletter-signup\" 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_6aac3120b6e10'>\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    <input type='text' name='dac_hp' value='' tabindex='-1' autocomplete='off' aria-hidden='true' style='position:absolute;left:-9999px;height:0;width:0;border:0;padding:0;overflow:hidden'>\n    \n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var loadedAt = Date.now();\n    var form = $('#hubspot_form_6aac3120b6e10');\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        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Submit through the site's form proxy (form IDs stay server-side)\n        fetch('https:\/\/www.dacgroup.com\/en-gb\/wp-json\/api\/v1\/forms\/submit', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify({\n                form: 'newsletter',\n                source: 'block-hub-newsletter',\n                lang: 'en-gb',\n                email: email,\n                hp: form.find('input[name=\"dac_hp\"]').val(),\n                turnstileToken: form.find('[name=\"cf-turnstile-response\"]').val() || '',\n                elapsed: Date.now() - loadedAt,\n                pageUri: window.location.href,\n                pageName: document.title\n            })\n        })\n        .then(response => response.json().catch(function() { return {}; }).then(result => {\n            if (response.ok && result.success) {\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                if(statusElement) {\n                    statusElement.text((result.data && result.data.message) || \"There was an error submitting the form.\");\n                    statusElement.css({\n                        'color': 'red',\n                        'padding-top': '10px'\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<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<li class=\"p1\"><span class=\"s1\">Mobile users have been seen to respond 20% better to longer text ads in search. This means we will be able to use two headlines and an 80 character description. This is in BETA at the moment and will be fully launched later this year.<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">Google are returning to dedicated, separate mobile and tablet bids with the relaunch of the Adwords platform later this month.<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">Google again ran through the Analytics 360 Suite \u2013 their full media mix and audience insight stack for enterprise clients. We at DAC can talk you through the opportunity here and if it\u2019s right for you.<\/span><\/li>\n<li class=\"p1\"><span class=\"s1\">Google bringing affinity audiences or lookalike targeting to Adwords \u2013 this is a huge development and brings them in line with Facebook\u2019s audience offering.<\/span><\/li>\n<\/ol>\n<p class=\"p1\"><span class=\"s1\">My colleague, Scott Ensign in North America has done a great job on outlining the <a href=\"\/blog\/context-king-google-adwords-announces-major-changes\/\"><span class=\"s2\">implications for the coming years<\/span><\/a> and he and I joined Brett Fritz and Nasser Sahlool for a transatlantic panel discussion on this topic, which you can listen to and download\u00a0here:<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">As ever, should you want to know more, please get in touch.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Last Tuesday, in what feels like a watershed moment, Google announced significant changes to their advertising and analytics platforms. The over-arching theme was that a mobile-first world requires a mobile-first Google. The team at Google revealed data that proves beyond doubt that mobile is where the growth is and that harnessing intent and context for [&hellip;]<\/p>\n","protected":false},"author":73,"featured_media":113697,"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","in_short_ai_headline":"","in_short_ai_body":"","in_short_status":"","footnotes":""},"categories":[2890],"tags":[],"class_list":["post-113696","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Google makes changes to advertising and analytics platform | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/paid-media\/google-makes-changes-to-advertising-and-analytics-platform\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google makes changes to advertising and analytics platform | DAC\" \/>\n<meta property=\"og:description\" content=\"Last Tuesday, in what feels like a watershed moment, Google announced significant changes to their advertising and analytics platforms. 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