Google brings expanded AMP support to search and display ads

May 24, 2017, 05:27
Google brings expanded AMP support to search and display ads

Google rebuilt Attribution 360 around its machine-learning engine and integrated it "seamlessly" with DoubleClick Campaign Manager, Pahlavan said. Google has added the ability to download this data from AdWords.

With so many ways to connect with consumers, it's hard for advertisers to answer what should be a simple question-is my marketing working?

Earlier this month, at its I/O developer conference, Google already announced that its newly optimized Google AMP Cache, together with a number of other speed-ups, allows AMP pages to load nearly twice as fast from Google Search than before.

If you're looking for one takeaway from all of the announcements Google is flinging around at its Marketing Next event on Tuesday, it's that the internet giant really wants to account for marketing spend in as many channels as possible. It helps you understand how all of your customer touchpoints work together to drive sales, even when people research across multiple devices before making a purchase.

Google Attribution looks to solve the complexity and poor integration of attribution tools face, with integration with AdWords, Google Analytics and DoubleClick Search.

Mobile has blurred the line between the digital and physical worlds. Attribution modeling for search funnels, which Google added to Adwords in 2014, helps advertisers evaluate the impact of their search ads using other models.

By matching ad clicks with this data, Google says it can automatically inform merchants when their digital ads translate into sales at a brick-and-mortar store.

Another machine learning innovation that was recently announced is Google Attribution. And soon this technology will be available for YouTube TrueView campaigns, along with new location extensions for video ads. This is no easy thing-especially in places with multi-story malls or dense cities like Tokyo, Japan and São Paulo, Brazil where many business locations are situated close together.

"We also use machine learning to avoid over counting situations, where a user walks into a store to get to a parking lot or when an employee goes into a store to work for a day, we can eliminate those cases to get the only true store visits from customers", he added.

Finally, people are often searching with the intent to buy.

Although Google's newest enhancements are created to alleviate key marketer pain points, the problem is that they're all provided by Google - and marketers are wary. Store visits measurement is now available in 17 markets: US, Canada, Australia, United Kingdom, Germany, Netherlands, Italy, Brazil, Mexico, Spain, Japan, Sweden, Norway, Denmark, Austria and Switzerland. What Google ad tracking could not do on its own, however, was determine whether or not the ad was effective, i.e. whether or not you actually purchased what was advertised.

Most of these new analytics draw upon Google's inroads in "machine learning" - a way of "training" computers to behave more like humans - to interpret the data. You also need to know if your online ads are ringing your cash register.

In-market audiences will allow businesses to expand their reach amongst those who have already searched within their category of products and services. See the AdWords blog for more detail.

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