Google Marketing Next 2017 – What Were The Major Announcements?
Anytime Google decides to host an event, you can feel the whole online advertising world hold their breath. After all, any changes affect thousands of businesses around the world – us included! With that in mind, all eyes were on Google Marketing Next, an event held at the end of May.
So, what were the major announcements?
In-market Audiences within Shopping and Search
Anyone managing ad campaigns for Display Network and YouTube has had access to this feature since 2013. However, it’s now going to be brought into shopping and search. Users will be categorised according to the way they’re browsing the web: you’ll be able to know, for instance, if consumers have been eyeing up particular products, or reading blogs about them. This data could be very valuable when re-targeting.
Life Events and Consumer Patterns
This feature will allow you to target users according to ‘life events‘. This might include moving house, getting married, graduating, having a baby and so forth. Initially, this will only be available in YouTube and Gmail, but it’s likely the feature will get rolled out elsewhere soon enough.
Updates to In-Store Visits and Sales Measurement
For businesses looking for more data on how their digital campaigns have impacted in-store purchases, this is ideal. Google announced that Store Visits will be capable of calculating in-store revenue – companies won’t have to use third-party software anymore.
Attribution will be rolled out to enterprise customers
Attribution has helped businesses calculate the value of different channels for a few years now, so it’s good news that both Attribution and Attribution 360 will be made available to enterprise sellers, who’ll now be able to give credit to the relevant areas of their sales funnel.
Local inventory information to be hooked up to voice search
Google’s Assistant service – which is becoming more widespread – will be able to link up with local inventory information. This is well-suited to in-store retailers, as it will enable customers to ask where (in the local area) they can find the products they want in-stock.
It’s obvious that a key focus in Google Marketing Next was in-store retail, with a number of features tailored to brick and mortar stores. It will be interesting to see how the market integrates the technology and what the results are.