Google hosted its Marketing Live Keynote on Tuesday and, amongst the key announcements, cross-device reporting is coming to Google Analytics.
Advertisers will now be able to seamlessly attribute consumer spending and activity across mobile and desktop devices, allowing them to understand consumer behaviour and consumer value as they engage with the brand on multiple devices and platforms.
Other key announcements include Responsive Search Ads, powered by machine learning to deliver the most relevant and contextual ads, the re-branding of Adwords and the introduction of a new and integrated Google Marketing Platform.
Video Transcript
Hello! I’m Craig and this week’s Digital Minute, we’re reviewing the big announcements from Google Marketing Live 2018.
Google hosted its Marketing Live keynote on Tuesday, with cross-device reporting and remarketing in Google Analytics being amongst the key headlines from the event in San Jose, California.
Advertisers will now be able to seamlessly attribute consumer spending and activity across mobile and desktop devices. This means that they will be able to better understand consumer behaviour and consumer value as they engage with the brand on multiple devices and platforms.
Another big story was the introduction of Responsive Search Ads. These will allow advertisers to upload multiple variations of ad copy, with Google using machine learning to ‘mix and match’ that copy to create a more relevant and contextual ad.
Other announcements include the rebranding of Google Adwords into Google Ads, as well as the introduction of Google Marketing Platform to combine Double Click and Analytics 360.
Whilst we can’t mention all of the new features here, we have talked in more detail about the key announcements over on our blog.
Thanks for watching, I’m Craig Robson, and that was your Digital Minute.
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