Last May, Google announced major changes at the 2017 edition of its annual conference, now called Google Marketing Next. Google employees introduced new features for the AdWords advertising platform, as well as for the Analytics and DoubleClick platforms. These innovations can be summarized in 12 main points:

1 – Changes in the Google AdWords interface

The new Google AdWords interface was introduced at the 2016 Google Summit. However, in 2017, this interface has been improved, making it more accessible, easier to use, and more user-friendly.

The changes introduced in 2017 have a visible effect on campaign viewing and. They will be implemented in December 2017.

2 –  A report dedicated to landing pages

The new version of Google AdWords will now generate reports dedicated to landing pages. This interface is an improved version of the PageSpeed tool and will contain data on conversion rate, bounce rate, and page usability.

3 – Integration of Google Optimize with Google AdWords

The link between Google Optimize and Google AdWords will help advertisers create and test landing pages tailored to each campaign, adgroup, and keyword.

4 – Integration of Google Surveys 360 into Google AdWords

By connecting AdWords to Surveys 360, advertisers can now launch surveys targeting their AdWords remarketing lists to reach users who have clicked on their ads. Google Surveys will provide more reliable, faster data to consumers on the internet and through their mobile devices.

5 – Targeting people at key moments in their lives: Life Events & Consumer Patterns

Google always seeks to target consumers at specific times in their lives. The Life Events technology announced in 2017 will include new targeting features on YouTube and Gmail. Advertisers will now be able to offer contextual content to people during specific moments in their lives: getting married, moving, graduating, receiving a diploma. Moments such as these times are often marked by specific purchases.

6 – Faster AMP formats for Search and Display ads

The use of the mobile increases the incentive to focus on landing page speed to ensure a better user experience.

It has been proven that 53% of visitors leave mobile sites if a page takes more than 3 seconds to be loaded and the number of conversions decreases by 20% if a mobile page loads with a delay of one second.

The AMP (Accelerated Mobile Page) page format will be able to provide greater performance and more engagement on mobile and desktop.

At the conference, Google proposed two new ways to exploit AMP speed:

a – Use AMP pages as landing pages for search ads.

b –  Accelerate ad serving across the Display Network

Test results show that faster landing pages gain more conversions.

7 – A tool for measuring in-store sales

This tool makes it possible to import consumer transactional data into AdWords and import store purchase information. In this way, advertisers will be able to link their Search and Shopping campaigns to better evaluate sales.

8 – Local extensions for TrueView ads on YouTube

It is now possible to use local extensions in YouTube ad campaigns.

Geo-tagged information will appear in YouTube ads: store address, distance to the store, or the store’s phone number.

9 – New frees tool: Google Attribution 360

Google Attribution 360 is Google’s new free tool that facilitates data processing using automation. It will allow better targeting of consumer groups with content that clearly meets their needs.

Instead of separately measuring Google Analytics, AdWords, and DoubleClick data, Google Attribution 360 can now review data from multiple channels and media simultaneously.

The goal of Google Attribution 360 is to analyze the complete customer journey and not be limited to the last click.

10 – Search remarketing based on YouTube views

It is now possible to use remarketing for video campaigns as is currently the case for Search campaigns or Display campaigns.

Now, remarketing lists will be customized to show ads to users who viewed YouTube videos.

11- Google Assistant feature to facilitate the purchase process

This new feature for Google Assistant demonstrates the impact of voice search on the shopping experience. The goal is to quickly give natural and personalized answers.

12 – Unique Reach reporting

Google’s new measurement tool, which evaluates the number of times the same person has seen an ad, will now be able to evaluate impressions across devices, campaigns, and ad formats. This tool is currently available on AdWords and will be available in the coming months on DoubleClick.

 


 

To learn more, you can review the Google Marketing Next 2017 conference here.

Feel free to consult our web marketing experts at Index to help you through the process of creating advertising campaigns on Google AdWords!

 

Posted 04/08/2017

About the author

Eva Dieudonné