In the month of April 2017, there were several things that happened to shake up the digital marketing world. Here is a round-up of what exactly happened:
1) Smart Display Campaigns: With the help of the Google Display Network, advertisers all across the web can display ads to their target audience on any of Google’s 3 million websites and apps. This kind of targeting gives advertisers control over the performance of their ads. With this app, advertisers can now target their ads to specific audiences that will drive conversions for businesses without setting any targets. Now, advertisers need only choose a CPA goal and upload the best bids.
In April, Google rolled out this provision to customers through with customers can directly connect to businesses through Smart Display. Tailored ads were created by Adwords which brought about astounding results. Some businesses that have already seen an appreciable rise in conversions include trivago.com (36% more conversions), Credit Karma and Hulu Japan (37% more conversions each).
2) Data-Driven Attribution (DDA): In a customer’s quest to make the right choice of a purchase or any other action on the net, he or she may make several searches and clicks of ads. In such situations, credit for a sales conversion is usually given to the last ad the customer clicks. But is this one the real clincher?
With Data-Driven Attribution, customers get credit for conversions gives based on how they search for your business and decide to be your customers. By using data from a customer’s account to find out which keywords, ads and campaigns have the largest impact on a customer’s business goals. Data-Driven Attribution can be used for website and Google Analytics conversions via Search Network campaigns.
Already, companies like Select Home Warranty and Medpex have registered a 36% increase in conversions while the travel agency, H.I.S., had an increase in conversion rate of 62%. To get the most out of DDA, companies should:
- Adjust their bids once you see an increase in conversions
- Give users some time to convert to buyers
- Take another look at keywords that are actually making conversion happen
3) Google Customer Reviews: This is a free program from Google that allows you to collect user feedback from those who have made a purchase on your site. It replaces the earlier Google Trusted Stores program. Any ratings that appear on Google Customer Reviews will apply to your eligibility for seller ratings. Seller ratings can be found on Google Shopping, Search Ads and an optional badge are displayed on your site.
Features: The features of the Google Customer Reviews program are:
- Google Customer Reviews opt-in: After checkout, all customers receive this offer. Those who choose to opt-in will receive an email from Google Customer Reviews asking for a rating of their in-store experience.
- Google Customer Reviews badge: This badge identifies your brand to users as one with the Google brand. It displays your seller rating score ranging from 1-5 stars and can be displayed anywhere on your site.
- Google Customer Reviews survey: The survey is an optional, brief questionnaire that enables customers to rate their purchase experiences with your site.
- Seller ratings: This is an aggregate score that you see on search ads, on Google Shopping and on Google Customer Reviews badges.
- Reviews: Customers can also collect reviews about merchants’ businesses for free.
4) Dynamic Search Ads (DSA): This is the easiest mode of finding products that customers are looking for, on Google. Advertisers who have a large and well-developed website will benefit largely from this service. DSA uses advertisers’ websites to target their ads and fill in any gaps in their keywords-based campaigns. Without DSA, accounts managed well with AdWords can lose out on relevant searches with several keywords, among other things.
With DSA, people can easily look for products and services they need without actively managing their ads or keywords. In April 2017, three DSA improvements were announced: page feeds, expanded ads and quality enhancements.
- Page feeds: This gives advertisers more control over their DSA campaigns so that only relevant products and services are shown to customers.
- Expanded ads: With this, ads will now have longer headlines and descriptors to show more business information before people can click advertisers’ ads.
- Quality enhancements: If ads are shown when they are most relevant to people’s searches, they will be more effective in increasing conversion rates.
5) The New Google Analytics Home, Know Your Data: Advertisers can get better bang for their buck across all apps, sites and offline channels. Customers can understand their businesses better with the new Google Analytics Solutions that offer marketing analytics products for all sizes of businesses. These include products like Google Optimize, tools such as the Google Analytics mobile app, the Custom Alerts feature or educational materials drawn from the Analytics Academy.
6) Introducing Marketing Mix Model Partners: With the Google Analytics 360 Suite, businesses can understand the impact of their marketing activities better using deep insights. The new Marketing Mix Model Partners program announced in April 2017 ensures advertisers can measure their ROI accurately and understand the digital drivers of their ROI to give better returns. It does this with these features:
- Data Access: Partners get accurate data across all kinds of channels in a standardized format.
- Expertise: Partners receive focused training and resources to understand Google’s advertising practices and adapt them to their marketing efforts.
- Actionability: With a Google account and technical experts to advise on strategies and results, partners can get better ROI.
7) How to add schema markup to your site using Google Tag Manager: A recent evolution in SEO is the schema markup. A form of optimization, it is powerful and can boost your website ranking in search engine result pages (SERPs). It is a code that is put on the advertiser’s website to help search engines throw up more useful and relevant results for advertisers. One way of using schema markup is to directly tag the HTML code on the advertiser’s web pages.
Marketers can add or update tags without knowing coding by using Google Tag Manager, a free tool. Here are some ways of adding schema markup to an advertiser’s website:
- By creating a new custom HTML tag
- By saving a custom HTML tag on the top right-hand corner of the screen
- By creating new triggers for Page Views
8) WordPress 4.7.4 Maintenance Release: This is a maintenance release of WordPress. It consists of 47 maintenance fixes and enhancements, such as the incompatibility between the emerging Chrome version and the visual editor, discrepancies in media handling, and more improvements to the REST API. By downloading WordPress 4.7.4, you can be updated on this.
By incorporating all or some of Google’s apps with their new updates, online businesses can get better value for their investments, greater online visibility and higher conversion rates.