Google has a few new goodies to help with all of our marketing efforts
The tools that will be more widely available will provide three things;
better audiences, brand new audiences and broader audiences. And truth be told, who couldn't use more of all of those?
Better Audiences
Google is incorporating more data from all their separate products to create a more seamless experience that also updates in real time. What does this mean for the average company looking to make an impact with their target demographic? For example, the views that people have on YouTube, can now correlate with the ads that they are served while using search. This is just another degree of certainty that you are connecting with the right people at exactly the right time.
Brand New Audiences
The "Life Events" idea has been gaining momentum in marketing circles for quite some time now. By leveraging the searches and history that users have, companies don't have to guess when groups of people are changing stages in life. Now they can tap into this information to know when people are getting married, moving, or graduating college.
Broader Audiences
Along the lines of how know about the big stages in people's lives are important, we can now know when people are in the market to buy something, not just if they like it. Google's "In Market" audiences gives us a heads up on consumers that are looking at consumer reviews, specs and other information that signals that they are ready to make a purchase of a specific item. Companies who have started to use these tools have seen an average increase of 10% in there conversion rates just by getting their ads in front of more people who are in the middle of a decision related to their brands.
Check out the next blog entry where we will review the Group Product Manager, Bill Kee’s discussion a simple question; "Is my marketing working?".
