A Trip To Google

Yesterday I was in London visiting an event for Google Partners called “Ready to Rock, Amplify”. There were several talks on the day but the one I’m going to cover here was about what are the upcoming performance priorities for Google.


In no particular order, three of the more interesting topics covered included:

1. The Move To Apps

More and more companies have apps in addition to their browser based shop front. The reasons for having an app are obvious: companies have much more control over the user experience and can give customers a much richer experience. Ultimately, this can lead to increased revenue for the company.

If apps do indeed provide this much richer experience then try to imagine a world in which websites were replaced by apps completely. If this sounds a little far fetched, consider that Myntra, one of India’s most popular shopping destinations has done just that. That’s right, they’ve closed their browser store and you can now only buy with them via their app.

A big question for both Google and marketing agencies to think about is how would they change and thrive if this possibility became a reality?

2. Omnichannel ROI

A big emerging trend concerns the question of how do you measure return on investment (ROI) across multiple channels.

A good example to illustrate this is to think about how people buy new cars these days. These days, by the time they walk into a showroom and approach a salesman they already know not only which car they want, but also the model.

The buying cycling for a new car is long and complex. It might begin with the customer online searching for “best family car” or “best executive car”. They may then arrive at a website via an ad to begin their research. It could be as much as a year or more later by the time they walk into the showroom to actually buy a car. Clearly it would be very useful to a business if they were able to attribute that sale to the original ad encountered by the customer.

On step happening now towards the goal of understanding omnichannel ROI is the use of Local Inventory Ads and Estimated Total Conversions. In a nutshell, Local Inventory Ads allow you to see if a product is in stock and also how far away the store is from inside the ad itself. Estimated Total Conversions aims to give you an holistic view off ALL conversions driven by your Google advertising across all your channels.

3. Gmail Advertising

Apparently advertising inside of Gmail is becoming more popular. In my experience advertising with Gmail is a little used but very cost effective tool. One of the best features of advertising in Gmail is that it allows you to target by domain name.

In practice, this means that if for example you sell trips to New Zealand and your competitor is called newzealandtrips.com, then you can select for your ad to appear in Gmail for people who have received email from newzealandtrips.com.

This means that you can target people reading your competitors email. Pretty cool!

Wrap Up

Some really interesting food for thought above. One thing that was very clear from the trip was that there never is a one-size-fits-all Adwords solution. You must always be experimenting, learning, and looking to improve on your current performance.

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