Google Unleashes New AdWords Attribution Reports

Consumers are on a lot of different devices these days. As a matter of fact, when people shop, they’ll often start on one device and then make their purchase on another device. To help keep track of this, Google announced cross-device attribution over three years ago.

Now the advertising giant is introducing three new reports to help you track cross-device shopping in a much better way.

With the Device Paths report, you can see the purchase path that people took to buy your product, when they used at least two devices to do so. This helps you see the end to end process they took to purchase.

In the Devices report, get a glimpse of how often buyers are using cross-device shopping behaviors. If you understand the common patterns, you can make adjustments to your AdWords campaigns that will help drive more effective conversions.

Lastly, the Assisting Devices report lets you drill down even further to what devices are helping your conversions on other devices, and how often. This benefit seems pretty obvious to me. If you can see that a majority of your conversions are starting out on mobile, then it makes sense to shift some of your desktop ad dollars to the mobile side, doesn’t it?

Here’s a glimpse of the dashboard you’ll see for these reports:



To take advantage of cross-device reporting, you’ll need to make sure you’ve chosen something other than a last-click attribution model in your AdWords account. If you’re unfamiliar with this, check out the best practices attribution guide to find out more. If you need more in-depth help with AdWords, be sure to find a good online marketing company like Kenly Marketing, to help you out.

Marketing To Consumers With YouTube TrueView Ads

Millions, if not billions of people watch online videos every day. The rate at which consumers are taking in this kind of content is quite alarming. Only to be matched by the countless hours worth of videos that get uploaded every day. Video is the preferred way to consume content in the digital age.

Google’s new TrueView Ads platform is a great way to take advantage of that trend. It’s time to natively reach your audience with video. Let’s learn some more!

TrueView Ad Types

There are two different kinds of Google video ads. One is In-Stream and the other is In-Display.

An In-Stream ad is shown before, during or after another video that the user is trying to watch. After 5 seconds, the user can choose to keep watching your content or skip to the video that they originally wanted to see. So be certain to create a video that will capture the person’s attention quickly. You don’t pay YouTube unless the person views your video for 30 seconds, or until the end; whichever is shorter.

The second type of ad is In-Display. These videos are listed along side others that are part of a search results page on YouTube, or on websites that take part in the Google Display Network. This choice has more of a native feel than in-stream ads. You’ll pay for this one if someone clicks on your video to watch it; so we’ll call this pay-per-click.

Tracking The Important Stuff

Being able to see the stats and metrics of your video ads is handled similar to other AdWords type of features.

You can determine your key metrics, like attribution. Run split testing, and do cool things like lift experiments. Lift experiments help you to see who was reached, and who would have been reached, because of your TrueView ad. You can even create remarketing lists.

Speaking of video, here’s one from Google themselves, explaining how you can take advantage of advertisements on YouTube.

If you create video content, get started today with Google’s TrueView ads from your AdWords account. You’ll be glad you did.

Pokemon Go Proves The Value Of Proximity Marketing

Pokemon Go is a world phenomenon. It’s also real-world proof of what location-based marketing can do. This is also known as proximity marketing.

Proximity marketing has been around for a few years now, but it’s about to go mainstream. This new location-based advertising allows businesses to alert customers about things such as local deals, events and resources that help drive sales. It’s already being used by the likes of Samsung, Volkswagon, Spotify, Starbucks and more.

Let’s say one of your customers just walked into your retail store and you want to let them know about the benefits of your rewards program. You can push mobile notifications to them. This can lead them to a webpage that talks about the benefits and helps your customer get signed up immediately. You can then offer something like an immediate 20% off of their purchases that day, for signing up. The devices that drive proximity marketing can even allow a customer to pay with their mobile device.

The Tech

This trendsetting technology is driven by connectivity via bluetooth, NFC, cell towers and WiFi. The devices themselves are small, concealable transmitters that make the connection between you and the consumer almost seamless. Backend software runs your advertising messages and consumer actions.

Both Google and Apple have software development platforms; and there is a wide variety of hardware manufacturers that are compliant with their software. At Google I/O 2016, a new feature called Nearby was announced to help make proximity marketing even easier for businesses to be most effective.

What You Should Be Doing

Start looking into this local advertising strategy today. 57% of customers are more likely to engage with location-based advertising than other forms of advertising. If you think that people aren’t interested, the numbers also show that 53% are willing to share their location in order to receive more relevant advertisements.

Location-based marketing is here to stay. Start the conversation.