Google Announces Search Ads & Analytics Updates

During a keynote discussion Wednesday morning, Google’s Vice President of Search Ads and their Senior Director of Product Management for Analytics made several announcements. These update announcements were focused around Google’s search ads and new features within their analytics platform.

Search Ad Updates

  • Cross-device remarketing – Following the announcement that display targeting for display ads is now available across devices. Google announced that their remarketing list for search ads (RLSA) can now happen across devices as well. What this entails is that if a user is signed in and first visits on a mobile device, they can later be retargeted to a desktop.
  • New RLSA Level – At first, RLSA could only be set at the ad group level. As of Wednesday, users will be able to set up RLSA at the campaign level as well withing Adwords. This feature will roll out within the next couple of months. In addition, the list membership duration has also been increased to 540 days.
  • Demographic Targeting – Advertisers will now be able to target their search ads based on demographics such as age and gender. This option has been in beta for some time and will now be generally rolling out.

Analytics Updates

  • Optimize 360 – A free version of Optimize 360 will be launching globally. Optimize 360 is a version of Google’s testing and personalization product that is a part of Analytics 360 Suite. What Optimize does, is that it pairs with Google Analytics to provide a feedback on performance. Marketers can set thresholds for goals where the test version can reach, and if this happens the test version can take over automatically.
  • Data Studio – Google’s collaborative reporting tool is available globally. This reporting tool has been available to the US since May but is now available for everyone to use. In addition to the global launch, Google is announcing several new design templates. These templates are designed to make creating visual reports fully complete.
  • Quality Score – Google Analytics will now start having a new metric called session quality score. This quality score is powered by the same machine-learning used by Smart Goals. These quality scores will predict the if a visitor to you website will make a transaction or not.
  • New Tag Templates – Over the course of the next couple of weeks, new templates for tags will be added for about 20 additional sources in Tag Manager. These sources include, Twitter, Bing, Quantcast and more!

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