When it comes to a marketing budget, every dollar is precious, and you need to squeeze as much mileage out of each marketing tactic as possible. That is why the concept of remarketing makes so much sense. Although marketers would love to be able to just drive prospects to a website or retail location, where they make an immediate purchase, the real outcome is…
Google Ads geofencing – often referred to as location targeting – is a Google mobile-optimized advertising strategy where enterprises can provide mobile users with targeted ads whenever those users enter a specific location or geographical area. With geofencing, companies can deliver messages right to the mobile user’s phone. One of the immediate benefits of geofencing is that it helps you better manage your digital…
Marketers face increasing complexity in measuring the full value of their cross-channel media strategies, driven largely by fragmented media consumption and ongoing privacy changes. As advertisers search for comprehensive and privacy-durable measurement solutions, Marketing Mix Models (MMMs) are experiencing a renaissance. MMMs are statistical analyses that help companies measure the holistic impact of cross-channel marketing on key outcomes like sales. According to a study…
Expand beyond existing customers with lookalike segments
The sunset of Universal Analytics is coming soon and it’s time to move to Google Analytics 4. Starting July 1, 2023, standard Universal Analytics1 properties will no longer process new data. We know your Analytics data is important, so we want to make sure you’re fully set up on Google Analytics 4 before the sunset date to eliminate potential gaps in coverage. What happens after…
Dynamic remarketing allows companies to target their selected audience using information generated when the viewer clicks on a specific product or engages with a particular advertisement. In this way, the seller can show ads that are more likely to convert to a sale. The goal is to encourage the viewer to revisit the app or website for further consideration. Brands producing ads on websites…
Coachella is one of music’s largest stages. For those unable to make it to the desert in person, YouTube was the place to keep up with the festival live — whether they were hosting a streaming watch party with friends, catching up with behind-the-scenes Shorts footage or listening on-the-go from their phone. And YouTube is the ultimate destination for content during festival season, especially among Gen Z…
Breaking measurement silos to meet marketers’ needs through 5 key principles The Association of National Advertisers (ANA) estimates that marketers waste $15B in ad spend annually in the US alone, due to lack of comparable cross-media audience measurement. As an industry, we’ve arrived at a crossroad. We have the opportunity to come together to solve cross-media measurement for marketers, agencies and consumers or we can…
Learn about the latest features in Performance Max. They aim to help you in a few key areas, including new ways to optimize performance from Search inventory, create video assets, run experiments to measure conversion uplift and get deeper reporting. Advertisers who use Performance Max achieve on average over 18% more conversions at a similar cost per action.1 This five percentage point increase in just 14…
As the digital marketing landscape evolves, the need for nimble and durable measurement continues to grow. This is why we made data-driven attribution our default attribution model. It uses your account’s historical data to determine how people interact with your various ads and decide to become your customers. Today, data-driven attribution is the most-used attribution model for conversions used for automated bidding in Google Ads.1 Advertisers…
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