According to a company blog post, Google announced multiple changes to its AdWords platform on Monday. Their goal is to “close the loop” for advertisers who market both on and offline. For many years, the company has been looking into various ways to track and measure its ads when they switch from say a mobile device to a television.
Now, they plan to expand Brand Lift. It will go from measuring online video to also measuring TV. This means that businesses can ad photos and Google Maps data to their ads. The company is also transitioning away from cookies and utilizing logged-in data to market to users through varying devices, apps and sites.
It wants to improve how it measures data collected from maps, email and Adroid in order to enhance its offerings. This will help the company display ads more effectively. This can be especially useful when banners and video ads are gaining critics who state they are not as profitable as they used to be. Advertisers are just not seeing the same results as they would form a customer who sees and advertisement on television, then goes out to seek the product or service.
Extending Brand Lift
The Brand Lift service shows marketers how YouTube campaigns can impact brand awareness and purchase intent. They are now extending that to include TV campaigns. This is probably being done with the intention of showing advertisers that TV ads do lead to an increase in YouTube and Google searches for the brand.
Based on early tests, online video ads on YouTube often gain 2x impressions compared to TV ads. If you are already running Brand Lift on TV and YouTube, then you don’t have to setup anything. In addition, Google is partnering with Google to convey how well this upgrade can work.Paige Parrent, Digital Media Manager of the company said, “We are excited to see the work Google is doing to better understand the impact of video. Brand Lift now presents us with a way to specifically, credibly, and scientifically compare the effectiveness of cross media campaigns.”
Previously, Google depended on cookies and mobile IDs for identifying and tracking users for remarketing. But, this wasn’t very useful for cross-channel and cross-device campaigns. Last year, Google launched Customer Match to make the switch to logged-in data.
It would match up a business’s email lists with Google’s databases of logged in users to gain a deeper understanding of their customers offer more relevant advertisements. While Google is not completely doing away with cookies, it is clearly moving away from them.
What does it include?
With their new AdWords strategy they will:
- Enhance the Brand Lift measurement tool
- Compare how many times customers look up a product after watching a YouTube ad relative to watching an ad on TV
- More data dedicated to offline measurements of around 200 million brick-and-mortar stores.
- Better localization of mobile Google Display Network through Maps
- Cross-device ad targeting through the DoubleClick Bid Manager and the Display Network
Google plans to completely introduce these features most likely in time for the holiday shopping season.
Advertisers were complaining that they did not have enough tools to determine how their ads affected visits to their offline stores. According to data, 30% of smartphone users who visit a website or app on their phones buy something in a store within 24 hours.
So, Google introduced Maps data to help marketers improve their ad campaigns. It shows “location extensions and store visits measurement for the Google Display Network,” which lets you tag your store location in the ad. As a result, when users interact with their favorite apps and click on your ad–they can see directions and photos of your brick-and-mortar store.
Then, you get more foot traffic. Since Google already has a massive amount of Maps data stored, you have access to these types of analytics.
Other reasons for the shift
The rise of Facebook ads has led Google to rethink its AdWords strategy. Gmail ahs over 1 billion logged-in users. It also collects data from YouTube, Google Now, Maps and Android–which, means that cookies might not be as appealing as it used to be. The updates show that Google is responding to and meeting the demand of today’s media consumption trends.
Despite the fact that Brand Lift has been around since 2011, most of its updates have been around how it measures online video ads on YouTube. Even Twitter mad the move to integrate its online network with “offline” or simultaneous TV watching. Twitter wanted advertisers to know that it is profitable to have a presence on Twitter. So, it seems as if it’s about time that Google did something similar with Brand Lift and TV.
Google is finally fully embracing logged-in users data. This is something that Facebook had accepted several years ago. Google calls it cross-device remarketing for brands who want to reach the same user over multiple devices, apps and sites either at the same time or different times of the day.