What Did We Learn From The Google Performance Summit? | Varn


25 May 2016

What Did We Learn From The Google Performance Summit?

Above all, we learned that Google no longer thinks a ‘mobile-first’ world is something which is happening or is due to happen in the future, but as something that has already happened.

In fact, Google shared an interest statistic which said that 3 out of 4 people who search on their smartphones for something local to them, will visit that business within a day. And of those visits, more than 25% result in a purchase.

Sridhar Ramaswamy, Senior Vice President of Ads & Commerce, said “one message that we continue to hear is – mobile changes everything. This isn’t an evolutionary change, it’s a revolutionary one.

Over the last several years we have made major changes to how we think about and build our products because of mobile. I’m privileged to share a whole new vision for AdWords and Analytics.”

That new vision was a complete re-design of the AdWords platform, built for our continually increasing use of mobile. Not only did they share what the new platform might look like, but they also gave us insight into some useful new features that allow us to be more granular in our approach to campaigns.

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The most interesting additions to AdWords include:

    •         Expanded Text Ads – 50% more ad text on mobile devices which will allow advertisers more room to share their message and should help improve CTR.
    •          Individual Keyword Bid Adjustments for each device type (Desktop, Mobile & Tablet) – Advertisers can show their adverts to the right people at the right time, when they are using their preferred method of technology.
    •          Similar Audiences for Search – Find and target potential new customers based on the behaviours and demographics of your existing customers.

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On the Google Analytics side of things, it shared less of the limelight with very few things mentioned being applicable to those people with free accounts. One of the standout features though, was that free account holders will have access to Google’s sleek report creator called Data Studio which will allow users to create up to 5 reports.

The release date of all of these features is still unclear, but our thoughts are that it should be over the next six to 12 months. Google will be inviting advertisers, both agencies and brands, to try the new AdWords platform out through 2016 and 2017.

If you have any questions about the new changes to AdWords and Analytics or are interested in how this might affect your digital marketing, contact our team at Varn today.

Article by: Tom, Managing Director of Varn Digital Marketing More articles by Tom

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