Google Attribution is
a free service to measure the effectiveness of each lever engaged in a
marketing campaign. The Goal is to finish with the last click attribution models
and try to better assess the impact of each point of contact between the buyer
and the product. Google award is none other than the natural evolution of
Adometry, a service bought by Google in 2014.
The advantage of Google Attribution is the tool retrieves
data with other Google services: AdWords, Analytics, DoubleClick... You do not
need to add specific tag on your sites or activate a specific tracking on your
ads, Google takes care of the follow-up. Thanks Google Attribution, you can
follow the entire contacts between a user and your marketing efforts, wherever
these contacts take place: your site, on your ads, desktop and mobile
Google attribution then analyzes the data collected to help
you make decisions: which levers work best, marketing actions are more
efficient on mobile or on desktop ... You can even measure the effectiveness of
TV spots broadcast by automatically measuring the impact on your traffic or on
your sales in real time. You will be able to accentuate some actions, optimize
others and abandon the inefficient levers, directly from Google Attribution
since the tool is connected with AdWords and DoubleClick.
The service is now in beta and will be deployed to more
professionals in the coming months.
Marketing Next: The other Google novelties in
marketing next, Google also introduced these novelties: Blinds Sales
Measurement: A tool to measure the impact of digital campaigns on store sales
(completes the stores visits feature).
YouTube:
Extension of store visits on YouTube and possibility to locate advertisements
TrueView on YouTube.
In-market audiences on Google search: to target Internet
users interested in its products and similar services (a feature already available
on YouTube and the display network).
AMP: Possibility to choose a landing page amp for its
AdWords advertisements and use of the AMP technology to automatically speed up
the advertisements on the Google display network.
AdWords: The new version of Google AdWords (private
beta) will be deployed to all accounts by the end of the year. Google optimize
and Survey 360 will be integrated with AdWords to facilitate A/B testing.
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