On May 24th, marketers from around the world tuned in for Google Marketing Live 2022. The virtual event featured speakers from leading brands like McDonald’s, LEGO, Carvana, JP Morgan Chase, Marriot International, and many more. The sessions showcased Google’s latest product innovations and the strategies marketers are using to drive better results.
Whether you missed the event, logged off early due to Zoom fatigue, or just need a refresher, we’re here to help! Here’s a look at what Google announced at the event, as well as some of the top tips marketing leaders shared.
Google Multisearch Reimagines How People Look for Information
In the keynote address, Philipp Schindler, SVP, Chief Business Officer at Google talked about how consumers have developed “research reflexes.” Having access to all the world’s information at the click of a button is now a given for us — as a result, it’s become second nature for us to whip out our phones and research, well, just about everything. But our brain doesn’t always think in the form of words — it often thinks in images.
To mirror how people think and ask questions, Google created its new multisearch feature. With multisearch, your queries aren’t limited to text — you can search by scanning an object with your camera or uploading an image. In addition, you can add text to your image search to ask a specific question about the object in front of you. Below are a few interesting ways consumers can use multisearch:
- Screenshot a stylish orange dress and add the query “green” to find it in another color
- Snap a photo of your dining set and add the query “coffee table” to find a matching table
- Take a picture of your rosemary plant and add the query “care instructions”
Multisearch gives consumers more flexibility in how they perform searches and will change the game for how they find products and services.
Google Analytics 4 Gives Marketers App Activity Tracking, Predictive Modeling, Better Privacy Features, and More
Google Analytics 4 is here! If you’ve been putting off making the switch, consider this your cue to get started!
At Google Marketing Live, there was no shortage of talk about GA4. The speakers shared some of the most compelling reasons you should make the upgrade:
- Mobile App Activity Tracking: Users can track app activity alongside web tracking, allowing a more complete and unified view of the consumer journey.
- Less Reliance on Cookies: Google Analytics 4 doesn’t rely exclusively on cookies and no longer stores IP addresses. This keeps you in compliance with tightening privacy restrictions and improves data management and security.
- Data-Driven Attribution: With data driven attribution, you can track and analyze the full impact of your marketing across the entire customer journey, assigning credit across the journey using your analytics data. This helps you get a true understanding of how your marketing influences your conversions.
- New Predictive Modeling and Audience Building: GA4 has machine learning-driven predictive modeling tools that can help you predict the future actions that a customer might take. For example, you can identify users that visited your app or website and are likely to make a purchase in the next seven days.
Want to learn more? Check out our recent blog, Google Analytics 4: The Complete Guide to Switching to GA4.
Google Is Bulking Up Its Automation Capabilities
Automation was one of the key themes that kept popping up at this year’s Google Marketing Live. As AI and machine learning continue to advance, marketers are using these technologies to recognize patterns, make smarter optimizations, and scale their efforts. Naturally, Google is right at the front of the pack, testing new automated features that can help marketers compete in today’s saturated digital advertising landscape.
Google showcased its Performance Max Campaigns, which use AI to help you reach your specified conversion goals, such as a CPA or ROAS target. These campaigns make real-time optimizations to your bidding strategy, audiences, creative assets, and more, detecting patterns more quickly than a human ever could. In fact, Google recently bolstered its Performance Max Campaigns with new deep learning models that work at 10x the speed of their previous models.
Companies that use Performance Max Campaigns achieve better results than those that manually update their bids, audiences, and ad creative. Google shared that when their customers use Performance Max Campaigns, they see a 13% lift in total conversions.
Google also announced that it’s giving marketers more transparency into its AI. You’ll no longer be in the dark about what Google’s algorithms are doing to optimize your campaigns. Going forward, Google will give you transparency into the trends its AI is noticing and the strategies it’s enacting. You’ll also get the ability to train the AI and experiment with A/B tests.
Marketers are Tapping into More First-Party Data with Google’s Privacy-Safe Measurement Strategy
There was no shortage of talk about the importance of data privacy at Google Marketing Live. After all, it’s a tricky paradox to juggle — your consumers want to limit the personal data you can collect from them, but at the same time, they expect top-notch experiences tailored to their needs.
To meet this challenge, marketers are using Google’s privacy-safe measurement strategy. Getting started with privacy-safe measurement requires building a foundation of first-party data. For the uninitiated, first-party data is data that your organization has collected directly from your audience. This could include data from CRMs, website visitors, social media followers, email subscribers, transaction records, phone conversations, and more.
After you create a strong foundation of first-party data, you can integrate it with Google Ads to get a more accurate view of how users convert after engaging with your ads. You'll also be able to get deeper performance insights and improve measurement in cases when your ad is shown on one device and the user converts on another. Your first-party data is hashed to protect user privacy and ensure security, and you’ll receive aggregated conversion reporting that complies with all of today’s data privacy regulations.
Your Marketing Strategy Needs to Appeal to Omni-Buyers
When consumers were social distancing during COVID-19, companies could no longer rely on in-person experiences to acquire customers. Instead, they had to deliver exceptional online and call experiences so that consumers could easily shop on any channel they chose. This accelerated the rise of the “omni-buyers,” who use a mix of online and offline channels to complete purchases. If your company doesn’t deliver high-caliber omnichannel experiences, you’ll lose their business to someone who does.
At Google Marketing Live, leading marketers shared how they use Google products to create seamless online-to-offline experiences that meet the needs of omni-buyers.
For example, brands are enabling Google Lens so that their customers can connect the offline world to the eCommerce experience. If a consumer sees an outfit they like, for instance, they can snap a picture of it and Google Lens will automatically find a similar outfit they can purchase. This makes it easier for consumers to find what they’re looking for — they don’t even have to type anything into the search bar. In addition, Google Lens can improve in-store experiences by allowing consumers to scan an item on the shelf and get instant insights about it that can help them make a purchase decision.
Marketers also use Google Analytics 4 to connect app activity to online activity so they can get a unified view of customer engagement. This allows them to understand who their most valuable customers are, where conversions are taking place, and when consumers switch between channels. They can then use this data to make smarter optimizations to the omnichannel buying journey.
Take the Next Step and Supercharge Google Marketing Performance with Conversation Intelligence
Leading marketers use Invoca’s conversation intelligence technology to derive data-driven insights from conversations between sales agents and customers. You can then integrate this rich first-party data with Google’s platforms to boost your bidding strategy, improve audience targeting, and connect the omnichannel customer journey.
Want to learn how Invoca conversation intelligence can help you take the Google marketing suite to the next level? Check out these resources: