5 Things I learned from the Google Premier Partner Summit

by David Farmer on October 06, 2017

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Earlier this year intice earned the Premier Google Partner Badge for our Search Engine Marketing Solution ingauge.digital.   We are proud of this achievement and we continue to aspire to maintain this award by serving our dealer clients with the highest level of strategy and service.

As part of being a Google Premier Partner we were invited to attend our first Google Partner Summit that was held in New York City, we were excited to attend and more excited to hear about all the great things Google has in store for the coming year.  Our hope was that we would learn new and exciting things that we could implement for our dealers in continue to drive quality traffic to their showrooms and ultimately assist them in selling more cars.   We were not disappointed.  Most of what was shared during this event was covered under an NDA - (non-disclosure agreement) but there are some things that have been made public that we can share.

What follows where 5 things that we learned during the event that would are looking forward in implementing for our dealer clients.  We'd like to share these with you so you can use this as inspiration on specific changes you can make in your digital marketing whether you are our client, use another Google Partner Agency are handle all your digital marketing internally.

Number 1: AMP - Accelerated Mobile Pages

Page load time is critically important to a positive user experience.  There has been studies that show in some cases that almost 50% of smart phone users expect a mobile page load time to be less than 2 seconds, and that 50% of visitors will not return to a site that has pages that take more than 2 seconds to load.  And according to Google, 53% of all visits are abandoned if a mobile page takes longer than 3 seconds to load.  And a 1 second delay in mobile page load can decrease conversions up to 20%

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The AMP project helps make the web better with faster experiences.  The Accelerated Mobile Pages Project (AMP) is an open-source initiative to improve the performance of web contents and ads through a publishing technology known as AMP. The AMP Project led by Google.

 

 

Google is now bringing the speed of AMP to search and display ads.  For Search Ads Google AdWords is in Beta using AMP Pages and we are working with our Google Agency Partners on creating Mobile Landing Pages experiences for our dealers.   

To learn more; here is Google's Blog post announcing the release - or reach out to us, we'd be happy to talk with you about how you could use AMP for your Search Ads.

Test to see if you landing pages are valid for AMP: https://search.google.com/test/amp

https://adwords.googleblog.com/2017/05/bringing-speed-of-amp-to-search-display.html

Number 2: In-Market Audiences for Search Ads

Google knows a whole bunch about people based on purchase intent signals in search campaigns - they aggregate the data use it to create audiences that can be used for targeting.  Some of these audiences include people that are in market for cars.  First introduced in 2013, In-Market Buyers have been used to target  display ads.  Google is now extending its audience targeting capabilities to search.

As a Google AdWords Agency, we have been using RLSA campaigns for a while now.  Remarketing lists for search ads (RLSA) is a feature that lets you customize your search ads campaign for people who have previously visited your site, and tailor your bids and ads to these visitors when they're searching on Google and search partner sites.  We use this feature with our intice Leadmaker Clients to use their incentive to get customers back to their site if they visit and leave with out Converting to a Lead.

In-Market Audiences for Search Ads- Similar to RLSA - this allows advertisers to target an "in-market" car shopper audiance when they are searching on Google with optimized bids and search ads.

Our Goal will be to utilize this targeting feature inside our intice® Search: RLSA Targeting Campaign for our dealers.  We are working with our Google Partner Strategists to ensure we are prepped and ready to launch when this feature rolls out.

 

Number 3: YouTube Video Ad Sequencing

Instead of users viewing the same TrueView Video Ad multiple times wouldn't it be cool if you could create a funnel that moves customers through a series of videos that communicates a broader advertising message?  With YouTube's new Video Ad Sequencing, you can do exactly that.  An advertiser could start with a 15-second TrueView spot and then step the customer through subsequent messages with longer-form videos designed at providing more detailed messaging.

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There are many more exciting things happening in Online Video Advertising by Google and YouTube including Director Mix, enabling SMB's to create profession-level video ads from their  video assets and create thousands of versions of video ads to align with the audience being targeted.   As well as Custom Affinity Audiences based on other Google Data for example Google Maps, Search Queries, installed apps or downloaded content.

This is a very excited space and if you are a person that is interested in digital marketing we recommend that you stay tuned.

https://marketingland.com/youtube-unveils-new-tools-director-mix-video-sequencing-more-224890

 

Number 4: Search History Audience Targeting YouTube

Targeting YouTube viewers based on what videos people watch has been a staple of the success of YouTubes TrueView Advertising.  Now, since  more than 50% of YouTube Views are now on mobile screens, Google and YouTube are focused on building  solutions that will work across screens.  YouTube will use information from activity associated with user's Google accounts, such as past searches to allow marketers to better reach potential customers.

https://adwords.googleblog.com/2017/01/making-youtube-better-in-mobile-cross.html

 

Number 5: Behavioral Science

One of the most intriguing sessions at the Google Partner Summit was conducted by Maya Shankar.   Maya is Head of Behavioral Science, Google Marketing.  Prior to joining Google, Maya served as a Senior Adviser in the Obama White House. 

During Maya's talk I was reminded that digital marketing is not just about the "Digital" part of it - as marketers we need to remember that the "Marketing" part is as important if not more important that the technology side.  During her session she spoke about many examples where she and the Google teams have made minor changes to the marketing message or the calls to actions that made tremendous changes in the outcomes of particular campaigns.  

Applying proven Behavioral Science Strategies to marketing can increase results dramatically.  The Goal Gradient Effect was one that Maya discussed.  Simply put,  the Goal Gradient Effect means humans increase effort as they approach rewards.  In Maya's example, when providing customer's with a Punch-Card for a Free Carwash after the purchase of 8 Carwashes, they had much more success when providing a card that had 10 punches with 2 pre-punched and 8 remaining vs. a punch card with 8 with no pre-punched.

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As an Incentive Marketing Company, we understand the power of Behavioral Science, such as Law-of-Reciprocity, where people feel obligated to repay favors, gifts, etc. such customers that receive a visa reward card just for visiting a dealership are far more likely to purchase.  (Influence: The Psychology of Persuasion, book by Dr. Cialdini).  And Frequency Illusion, Where your brain seems to be excited by the fact that being interested in something new, and selective attention occurs - where people notice that something NEW without even thinking of it, as used in our intice® Boost Retargeting.

If you have any questions or comments about the things coverd in this blogpost, please leave a comment below or feel free to reach ot to me at: david@intice.com

Thank you for taking the time to read this.

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Topics: AdWords, Automotive Digital Insights, Digital Marketing Strategies, google, Google Analytics, Events,

David Farmer

Written by David Farmer

David Farmer is the Founder and CEO of intice, Inc., a technology company in the automotive digital marketing industry. An entrepreneur and pioneer at heart, David has a passion for the automotive industry, technology and marketing and has more than 20 years direct experience in automotive retail.


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