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.

YOU MIGHT ALSO LIKE
  • Fiat Chrysler shares drop on US diesel emissions probe

    Fiat Chrysler shares drop on US diesel emissions probe

    If that response fails to convince the Commission, it's likely to lead to the legal issues being taken to the European Court of Justice.
    Memorial service to remember fallen law enforcement officers

    Memorial service to remember fallen law enforcement officers

    An April Fox News report said the number of police officers killed in the line of duty is up another 10 percent from 2016. Memorial services like this one bring back the reality of how risky it can be for law enforcement on the job every day.
    Two killed in Plymouth vehicle  crash

    Two killed in Plymouth vehicle crash

    Arriving troopers found fire and rescue personnel on the scene attending to the victim, who was pronounced dead at the scene. Authorities say a second person has died after a head-on crash involving an SUV heading the wrong way on a Maryland highway.
  • Sensex up 106 pts; FMCG stocks save the day

    Sensex up 106 pts; FMCG stocks save the day

    The FMCG sector continued to remain buyers' fancy on the back of the GST Council fixing rates for most of the items last week. The BSE Mid-cap Index is trading down 1.08% at 14,485, while BSE Small-cap Index is trading down 0.95% at 15,082.

    Trump denies asking Comey to stop Flynn probe

    To jog your memory: The Washington Post dropped what seemed to be the biggest bombshell of the Trump presidency on Monday. The president might tweet out something else in the morning. " Obstruction of justice is an impeachable offense", Rep.
    Braves, Blue Jays continue series in Atlanta

    Braves, Blue Jays continue series in Atlanta

    The Braves added to their lead in the fourth when Jace Peterson slapped a single to right with Flowers on second. Kemp singled and scored in the first, singled in the third, then doubled and scored in the fifth and sixth.
  • Chelsea Manning Celebrates First Steps of Freedom on Instagram

    Chelsea Manning Celebrates First Steps of Freedom on Instagram

    But critics said the leaks laid bare some of the United States' most sensitive secrets and endangered information sources. On social media Wednesday, people either hailed her as a courageous hero or denounced her as a traitor. "...
    Dallas Stars sign goalie Ben Bishop to 6-year, $29.5M deal

    Dallas Stars sign goalie Ben Bishop to 6-year, $29.5M deal

    The Stars had several options, but chose to be bold and go all-in by trading for the free agent rights of Ben Bishop . The 30-year-old Bishop was acquired by Dallas on May 9 in a deal that sent a fourth-round draft pick to Los Angeles.
    Harvard Constitutional Scholar Calls For Trump Impeachment Probe

    Harvard Constitutional Scholar Calls For Trump Impeachment Probe

    This work by Common Dreams is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 International License. In a separate post on Sunday, Reich added , "The question is no longer whether there are grounds to impeach Donald Trump ".
  • Zverev reaches first Masters final in Rome

    Zverev reaches first Masters final in Rome

    Nadal, a former seven-time champion in the Italian capital, had dominated Thiem to win the Madrid Masters final last week.
    Health care debate shifting over to Senate

    Health care debate shifting over to Senate

    The Obama-era law expanded Medicaid with extra payments to 31 states to cover more people. Collins and Ryan appeared on ABC's "This Week" and Priebus was on "Fox News Sunday".
    World Court orders Pakistan temporarily not to execute alleged Indian spy

    World Court orders Pakistan temporarily not to execute alleged Indian spy

    The ICJ, also known as the World Court, was set up in 1945 to rule on disputes between states in accordance with worldwide law. She also thanked senior lawyer Harish Salve who was India's attorney at the Hague and argued the case before the global court.
popular