By Carolina Beltrán

On Thurs­day, I attended the Learn with Google event at the W Midtown Atlanta. It was a full day of learn­ing about Google’s latest ad inno­va­tions and their perspec­tives on social, media and creative. I even got to partic­i­pate in a few inter­ac­tive product demon­stra­tions. Read on for an overview of some of the latest and most effec­tive Google tools to help you develop your market­ing strat­egy and achieve your market­ing objec­tives in a way that makes sense for your busi­ness.

Google Insights for Search

Most of you know Google Insights for Search (GIS) as Google Trends. Google Insights for Search is Google Trends plus a whole lot more. With GIS, you can compare search volume patterns across specific regions, cate­gories, time frames and prop­er­ties. You can narrow data to specific cate­gories and see season­al­ity trends, geographic distri­b­u­tion and rising queries. Insights for Search can help deter­mine which messages might resonate best with an audi­ence by seeing which search terms have gained and lost popu­lar­ity over time.

AdWords Offer Exten­sions

**Offer exten­sions are a way for adver­tis­ers to give customers redeemable offers such as coupons, discounts, and rebates within an AdWords ad.

Offer exten­sions allow adver­tis­ers to distrib­ute offers online in a highly targeted way. It not only engages customers, it also allows adver­tis­ers to measure offer perfor­mance by track­ing metrics like impres­sions, clicks, number of offers printed, saved and/or emailed, as well as online conver­sion. This exten­sion offers online or in-store redemp­tion.

Google Display Network Reserve

For those that want to achieve signif­i­cant aware­ness of their brand in a set time period, Google Display Network Reserve is for you.

Start by target­ing rele­vant content chan­nels or creat­ing custom groups, layer in advanced target­ing like geographic, demo­graphic, and above-the-fold, then set campaign impres­sions and timing goals. Google handles the rest. Because it offers guar­an­teed impres­sions at scale and only places ads on brand-safe websites, adver­tis­ers often use Display Network Reserve when they’re launch­ing new prod­ucts, promot­ing a limited time offer, or running a holiday or event-specific promo­tion.

Google TV Ads – Web Attri­bu­tion

**Web Attri­bu­tion, Google TV Ads’ newest feature, allows adver­tis­ers to measure the impact of their TV ads on driving traffic to their website. Web Attri­bu­tion links histor­i­cal website visi­ta­tion trends from Google Analyt­ics with TV campaign data in AdWords. By estab­lish­ing a base­line of typical web traffic patterns, Analyt­ics looks for devi­a­tions. Match­ing these devi­a­tions with the exact times and places Google TV ads air, Analyt­ics is able to attribute visits that resulted from expo­sure from these ads. Daily report­ing of Attrib­uted Visits and Cost per Attrib­uted Visit is avail­able on a per-airing basis, so we can see which networks, programs and ad creative deliv­ers the best results for a campaign.

*Google Trusted Store *

The Google Trusted Store program helps shop­pers feel confi­dent in their purchases across the web. Merchants who meet certain ship­ping and customer service perfor­mance metrics can partic­i­pate in this free program. Partic­i­pat­ing merchants display the Google Trusted Store badge (below) on their site.

Shop­pers can hover over the Trusted Store badge and see metrics on the store’s ship­ping and customer service perfor­mance. To apply, contact us.

YouTube Analyt­ics

YouTube Analyt­ics is a report­ing and analy­sis tool that enables anyone with a YouTube account to view detailed statis­tics about their uploaded videos. Read my post on how YouTube Analyt­ics can make you more money.

Real-Time Analyt­ics

Google Analyt­ics Real-Time is a set of new reports that shows you what’s happen­ing on your site as it happens – see the imme­di­ate impact of social media on your site traffic, verify campaign track­ing is correctly imple­mented, and so much more! Real-Time reports are only in the new version of Google Analyt­ics, so make sure you’ve upgraded.

Google+ For Busi­ness

Google+ Pages help you connect with the customers who love you. Not only can they recom­mend you with a +1 or add you to a Circle to listen long term, they can also spend time with your team, face-to-face via Hang­outs. All you need to do is start sharing and you’ll soon find super fans and loyal customers that want to say hello.  Keep an eye out for my next post on getting started on Google+.

**With over 191.4 million search users (eMar­keter, July 2011), having a robust online pres­ence is key to making your busi­ness as success­ful as it can be. The stakes get higher every day as the pace of consumer adop­tion of online media contin­ues to accel­er­ate.

Want to get in on these oppor­tu­ni­ties? Contact us!