What I have described to you is not a scene from the movie Minority Report, but the Promoted Pin , one of the novelties (for me the most important) presented at the annual Google Performance event (a key event on Google news focused on AdWords and Google Analytics).
GPS-Adwords-Maps-2016 (002)
Here are the 3 most interesting new features announced by Google for the next few months:
1. Promoted Pin on Google Maps
1/3 of mobile searches have local intent? Google is launching new advertising formats integrated with Google Maps (App and Browser) that can report local geo offers on the smartphone and drive visits to the store. Users will then see these "Pins" along their route or near stores of brands active on Adwords. It is worth noting that Mapquest has had something similar since 2012, Waze (a Google company) has been testing it for about 1 year. Marketers who want to ride the wave of the novelty will have to use location extensions to appear in location promotions. Note that retailers who have a Google Merchant catalog will apparently be able to include the inventory of products present in the store (as shown in the image taken from Search Engine Land), as well as promotions and discounts to encourage more visits. Google Maps receives 1.5 billion searches per month: if the introduction of these promoted pins is user friendly, we are faced with a revolutionary advertising product for local businesses.
Promoted Pin on Google Maps
2. Track physical store visits
Two years after introducing in-store visits (brazil telegram phone number list only to 1,000 retail investors in 11 countries, including Target, Nissan UK and Seven & i-Holdings in Japan), Google announced that it has measured more than a billion store visits related to this Adwords metric. After the testing phase, Google will expand the program on a larger scale. It is also evaluating ways to better track actual store visits with beacons, verifying whether a user is actually present inside a store. This innovation, if effective, would be a killer application for large retailers, paving the way for ever greater store analytics.
3. Bid Adwords by device
With Mobile growing rapidly, it was no longer possible to have bids based on Desktop (I talked about it at the last Be Wizard 2016 in Rimini, here you can find the complete presentation to save on Google Adwords ). So better late than never, even with the new Google Adwords you will be able to set bid adjustments for each type of device – mobile, desktop and tablet. Some external bid management tools such as PPCTool have been doing this for 2 years with important results in terms of increased ROI. Finally, larger and more visible text ads on smartphone devices (Search and Display).
All this while on Friday Facebook announced the push of the FB Audience display network: basically even if you are not on Facebook, through the Like buttons of the sites it will track your activity and give you targeted advertising. For those not familiar with the Facebook business model , basically it proposes ads to its user base by reselling data and profiling to advertising investors.
