This morning, Google execs stood up in front of 170 search market experts to unveil the all new, sleek, shiny, fully-connected, app-driven Adwords program.
Jerry Dischler, Vice President of Product Management, AdWords says this is an exciting time to be a marketer because there are so many ways to reach the consumer – Google Search, Google Maps, YouTube, mobile, messaging, in-app, over-app, underdog and around the corner. More options doesn’t mean easier and it doesn’t automatically mean more effective. For that, you have to, as Dischler says, “turn signals into stories” and AdWords has some new tools to help you do that.
The new AdWords features fall under three categories; innovative ad formats, insightful reporting and intelligent tools.
Last year, Google saw 50 billion downloads of more than 1 million apps. Plenty of choice for consumers which makes it tough for a marketer to stand out. And getting your app in front of a user is just the first step, getting them to engage with your app over and over is another matter.
Google’s ready to help.
It begins with better discovery. When you use the AdMob network, Google says they’ll do a better job of matching up your ad with potential customers. For example, if you sell a diet app, they’ll show that app to people who have already downloaded fitness apps.
And here’s a biggie – they’re going to enable app installs on TrueView video ads on YouTube. You don’t have to have a marketing degree to know that people are more likely to download an app if they can click the page they’re on rather than navigate to a page on another website. Ka-ching.
Next is re-engagement.
Over 80% of downloaded apps are used only once and then deleted.
To combat that issue, Google has developed app deep-linking. This is pretty cool. It allows an advertiser to drive search traffic to a specific page inside the app instead of the app’s landing page. For example, I’m playing a game and up pops an ad for a show I’ve been following on Hulu. When I click, I’m taken to that show’s Hulu page so I can start watching right now.
Again – least number of clicks between where I am and where you want me to go.
Finally, Google has added enhanced measurement tools that will measure all types of app engagement from download to re-use so you can see where you’re succeeding and where you need work.
Google says that the Estimated Total Conversions, that they released last year, has helped marketers pick up and additional 7% of cross device conversions and 32% of mobile conversions. This is good because the more data you have, the easier it is to define what’s working and what’s not.
Now, Google has initiated a pilot program that measures the offline impact of online marketing. In other words – matching online engagement to in-store sales.
More options means more time in front of the computer making decisions about keywords and placement and spend. So, Google is adding some new features that will help streamline the process.
Bulk Actions will let you bulk edit campaign settings right in the AdWords tool and with the advances in the Automated Bidding tools you can allow Google maximize your budget by adjusting your campaigns on the fly.
Google is also working on new reporting tools that will let you analysis your data inside AdWords. No more spreadsheets and fussy formatting. With the new advanced reporting tool you’ll be able to slice and dice the data then turn it into easy-to-read graphs and charts.
The last new feature is called Drafts and Experiments. It’s basically a platform that allows the marketer to test bidding, keyword or format changes with a live audience. After the test, you’ll see a comparison chart that shows how your test fared compared to your current campaign. Like the results? Click apply and the changes will go live across your entire campaign. Amazing.