Google recently held its annual event Google Marketing Next 2017, a platform used to unveil the latest innovations for ads, analytics and DoubleClick, in San Francisco.
Giving more of its focus on machine learning, the giant search engine said that, “The technology is important to enabling marketers analyze countless signals in real time and reach consumers with more useful ads at the right moments. Machine learning is a key to measuring the consumer journeys that now span multiple devices and channels across both the digital and physical worlds. It’s a growing and important trend for marketers today, and will continue to shape how you build for success in the future.”
Below is a sneak preview of a few of the announcements made at the event:
Google Attribution received a welcome:
The new product has been introduced to help marketers measure the impact of their marketing across devices and across channels, all in one place, and at no additional cost.
Here’s how it works?
Integrations with ads tools like AdWords, Google Analytics and DoubleClick Search make it easy to bring together data from all your marketing channels. The end result is a complete view of your performance. It also makes it easy to switch to data-driven attribution. It is now in beta and will roll out to more advertisers over the coming months.
Now, marketers can also make it easy for consumers to find a store from your YouTube video ads using location extensions. The recent upgrade to deep learning models enables us to train on larger data sets and measure more store visits in challenging scenarios with greater confidence.
To help you give insights into how the online ads drive sales for your business, Google will be rolling out store sales measurement at the device and campaign levels in the coming months.
In-market audiences use the power of machine learning to better understand purchase intent. It analyzes trillions of search queries and activity across millions of websites to help figure out when people are close to buying and surface ads that will be more relevant and interesting to them.
Bringing in-market audiences to Search would help marketers reach users who are ready to purchase the products and services you offer. For example, if you’re a car dealership, you can increase your reach among users who have already searched for “SUVs with best gas mileage” and “spacious SUVs”. However, it would be available by the end of 2017.
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