The 2021 Google Marketing livestream discussed new features and updates of Google analytics, which will innovate the way marketers measure progress. This event showcases how brands can take advantage of Google analytics to develop a greater understanding of their company and customer base. Google’s virtual only event centered around the theme of consumer privacy, a growing issue in today’s virtual world. Now more than ever, people are concerned with how their technology interacts with them on a daily basis. This includes personal identification, location tracking, recording technology, and specialized content.
Depending on the person, consumer privacy may excite or scare people. The issue has become particularly interesting with the rise of the Covid-19 pandemic. People progressively spend more time online, shifting work and shopping behaviors. Professionals have learned to work remotely, resulting in innovative solutions and platforms. Retail stores were also closed and limited, causing people to mostly shop online. The pandemic forced the future to arrive early, further infiltrating people’s lives with their own technology.
This societal event resulted in a change of individual behaviors, which many companies have been able to successfully monetize. Google Marketing has applied these changes to analytics and how businesses can interact with customers online. Philipp Schindler, the Chief Business Officer of Google, stated that it is Google’s goal to help businesses navigate the “unique difficulties of this year” to “help you navigate this once in a lifetime digitization moment”. The world has become incredibly digitized, and Google wants to help businesses capitalize on this with digital marketing and analytics. Below are the top ten updates from Google Marketing that allow for individuals to reach Schindler’s goal in navigating the upcoming year.
1. Customer Match:
Given you meet the necessary requirements, Google will be allowing almost all advertisers to utilize the Customer Match technology. This is exciting for marketers, because Customer Match allows businesses to pinpoint their audience when using Google campaigns. Marketers can upload email lists and create custom audiences for a product or the specific campaign, which develops engagement for both old and new customers. Google Marketing made it clear that transparency will be an essential component of marketing technology, while also allowing for businesses to thrive on the ability to create a captivating campaign. Customers will receive tailored ads in a privacy-safe manner.
2. Consent Mode:
Consent mode will now include conversion modeling, which will specifically help businesses when users decide to opt out of the consent form. Advertisers will have access to more detailed conversion insights while respecting the user’s content. This feature is specifically designed for the European Economic Area and the United Kingdom to recover nearly 70% of conversion journeys that are typically lost due to Consent Mode. The purpose of this mode is to allow users to control how Google tags react to consented information, including ads cookies and analytics. Those tags can then adapt to the given consent, utilizing Google’s measuring tools. Every company will be able to respect privacy legislation while still effectively gaining information on conversions. Brands can enable these features in the Google Tag Manager settings.
3. Integration of Youtube and Display:
Youtube and Display touch points will now be included in Google attribution models, helping businesses understand more detailed marketing information. Companies have been able to utilize Search and Shopping campaigns, and can now view touch points from Youtube and Display on all attribution models. This includes data-drive attributions and integrated in-app conversions. The feature will be added soon, and marketers can understand their attribution models in a much larger perspective. Google’s goal is to no longer make Youtube and Display a last click feature, and instead make it a central part of attribution models. Google’s executives also stated that their teams will be able to effectively execute full-funnel efforts for clients with this update.
4. Image Extensions:
Image extensions are now globally available to advertisers, which will greatly progress ad performance for businesses. This means that existing advertisements will be complemented with aesthetically pleasing images that are individualistic to the user. It enhances the ad message and will engage the potential customer. Ultimately, a brand will have a better chance at developing a relationship with a customer through the power of image, though their ad message will remain unchanged.
5. Integration of Shopify:
Shopify is a popular platform that allows for online stores to develop effective retail point of sale systems. The platform has targeted small businesses and entrepreneurs that do not necessarily have the resources to develop independent retail software. Shopify has become one of the leading e-commerce companies, which is why Google has begun integration for simplifying the process of getting inventory. They are also enabling Shop Pay as a payment option for all Google services. This seamless integration will make it easier for both businesses and customers to utilize Shopify and Google. According to Shopify’s President, this integration will now allow both small businesses and corporations to have an equal opportunity to reach customers.
6. Deals Results Page:
Google is launching a “Deals Results” page, which will greatly help customers find affordable options when searching for products and services online. Potential consumers can find deals through Google Search and Shopping, so that they do not have to weed through the endless options that Google presents. It will also make it easier for marketers to find their target audience of bargain shoppers. When developing a sales strategy of finding a niche customer base or getting rid of inventory, marketing professionals are typically given the job of finding those who are interested in great deals. Google will now make this job easier, while benefiting the potential customer.
7. Price Competitiveness Report:
Businesses are now able to view a price competitiveness report, which displays the prices that other merchants are selling the same product for. This feature provides an average price of the product as well, with minimum thresholds for considered brands. Price competition research will be much easier and more accessible for all companies, creating a more competitive marketplace. Brands will also be able to troubleshoot, bid, and price their products more efficiently.
8. Customization Options:
Google is allowing for businesses to customize their marketing experience to allow for flexibility. Brands can customize reporting, acquisition, and engagement options. The Reports Workspace will now allow for administrators to personalize the Analytics interface and reports to suit the needs of their company. Teams will be able to view and locate information based on what works for the brand, instead of Google determining these needs. Specifically, those with admin access can change reports settings and create custom reports. They can also customize the left navigation to develop collections of group reports and custom overviews. These options will ultimately allow for brands to highlight the information they deem important and significant for teams to focus on. The Reports snapshot is the new homepage for Reports Workspace, and showcases company overviews.
9. Easier Navigation:
In addition to creating a privacy-safe online environment, Google wants to develop easier navigation within Google Marketing and Analytics. Brands can view insights with increased speed and ease due to improved organization. New features will be effectively organized as well, which will allow businesses of all sizes to locate the settings that are important to their brand. The new modular left navigation showcases workspaces that guide businesses to reports, conversions, and relevant data. The Advertising Workspace pinpoints everyday marketing needs and displays performance information. These insights will notify brands of campaign spikes, where conversions are happening, and what channels are performing the best.
10. New Attribution Reports:
The Advertising Workspace will allow for cross-platform attribution abilities with Analytics. Businesses can utilize Google to further understand the data within the attribution models and the touchpoints of marketing funnels. The new attribution models will soon be available within Google Analytics, which features two new attribution models. The Conversion Paths report allows for businesses to view the customer journey by each marketing channel. The report assigns credit to touchpoints throughout conversion, and highlights how these channels interact with ROI. Additionally, the Model Comparison Report makes it easier for marketers to view campaign performance. It utilizes various attribution models to compare how each model showcases marketing channels. Then, advertisers can determine which model will most accurately and efficiently depict their business.
What’s Next from Google Marketing?
Google has been making an effort to develop privacy-safe features for both marketing and analytics. To prepare for the future, businesses should research these updates and understand the importance of privacy. Companies also should utilize Google Marketing and Analytics 4 properties in order to further understand and grow their businesses.
The Vice President of Global Business Solutions at Google also discussed their upcoming goals. Google wants to focus on creating more effective automated solutions for the future, in order for brands to share what they know about their business. The goal of developing online campaigns is to learn every niche possible about a company, which is why Google is constantly updating their abilities. They will also focus on shortening learning periods, reducing fluctuations, and more transparent insights and testing features.
The Google Marketing Livestream of 2021 is available to watch on demand. Click here for all updates: https://adsonair.withgoogle.com/events/google-marketing-live-2021
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