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.
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.
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 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.
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!