Team SI recently attended Google’s Annual Marketing Next event on May 23, 2017 to learn more about what is coming to the world of marketing. As experiences with devices become easier, there will soon be no limit to the moments people seek assistance across any device. The technology is available; brands just need to better embrace it. This means brands will have more opportunities than ever before to offer value in the daily lives of consumers. They need to put the consumers at the heart of every marketing strategy that is developed. Google introduced three new realities brands must focus on to increase business.
1) Smarter with Data
To better assist consumers, brands must be driven by insights about people and where they are in their online journey. Consumers have so many micro moments throughout their journey online. Any brand that doesn’t provide help or relevant information to a consumer will fall behind. According to Google, less than one-third of brand experiences are helpful. Online journeys may be different, but they often have similar purchasing end goals – intent, context and identity. Based on the data that Google Partners and Team SI have access to, we know what ads to serve consumers that are relevant to them. Data can personalize each user experience. The great thing for brands is Google already has this data; no research on your end is required.
2) One Step or One Second
Once you capture the consumer’s attention, this step is equally as important. According to Google, today, more people search on mobile phones than on desktop computers. People are five times more likely to leave a site that isn’t mobile-friendly. Getting the fundamentals correct on mobile is a must. Higher conversion rates occur the faster a website page uploads. Google recently did an analysis of 900,000 landing pages from over a hundred countries, and discovered that as load page time increased the conversion rate decreased. According to the report, every second the page was delayed conversions rates fell up to 20 percent. Especially on mobile, speed is equal to revenue and it is crucial that your load time is as short as possible. You can test your website’s load time at https://testmysite.thinkwithgoogle.com/. Google also announced a new beta technology, AMP, on Google’s Display Network that launches faster search ads as well as landing pages. Companies like Johnson & Johnson have seen major increases in engagement since using AMP. Ads will load almost as fast as content on the pages. According to Google’s research, these AMP ads will load 5 seconds faster than other ads making it much more likely to be seen and engaged with by consumers.
3) Non-Line Assistance
This concept that brands must embrace is VERY critical. Consumers no longer distinguish before offline and online. Consumers will interact with your store online more than they ever will when they are in your physical store. For example, before a consumer decides where to go eat or shop, they will turn to their smartphone and type in phrases like, “restaurants near me” or “shops near me” to explore their options. During Google’s event, they stated that 70 percent of consumers who bought something in a store first turned to their device for relevant information. Over 50 percent of consumers turn to YouTube video when researching a product or service. Google announced they will be rolling out Location Extensions and store visits for YouTube TrueView. Trueview ads are opt-in, so you aren’t held back with time limits. It allows you to have the freedom to be creative with product demos, testimonials and how to videos. Soon, brands will be able to accurately place local information alongside video ads to help give consumers directions, check business hours and more. Brands will be able to measure the impact to their in-store foot traffic.
How do these ads actually result in sales? Google found that consumers that click on a Google search ad before visiting a store, are over 25 percent more likely to make a purchase while they’re at the store and they spend 10 percent more on average. In addition to the three main points that were discussed above, Google also announced two new tools they will be launching to help brands measure store sales. The first tool will allow advertisers to transport transaction data into AdWords to see store sales and revenue at the device and campaign level for a brands search and shopping campaigns. The second tool will allow brands to take advantage of Google’s third-party partnerships to get store sales data without implementation on the stores end. Third-party partnerships capture approximately 70 percent of credit and debit card transactions in the United States. You also don’t need to share any customer information. After you opt in, Google can automatically report your store sales in AdWords. Both new tools are safe and will secure your customer’s data.
If any of this confuses you or if you have any questions, we would love to chat with you. Fill out this contact form and a certified Google expert from Team SI will call you!