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!