Audience at the Google Marketing Next 2017 - Innovations Keynote
What does Audience mean for Google and for businesses?
Audience allows you to understand your customers, their interests and the activities.
Google is bringing together their strengths in machine learning and their understanding of people's intent to deliver;
Better audiences
Brand new audience segments
Broader reach with audiences across channels and devices
SOURCE: Google Marketing Next Keynote
Better Audiences
Google are improving the quality of their audience segments by connecting data across Google, across devices and in real time. So if you are trying to reach users who are trying to buy your products, you can reach the right people and tell a single seamless story across all of the properties that they use.
SOURCE: Google Marketing Next Keynote
Connecting data across Google also creates powerful new ways for you to reach customers who already have an interest in your brand. For example if potential customers watch your YouTube videos and interact with your channel you can now reach these same users on search.
Brand-New Audience Segments
Google recently introduced Consumer Patterns and Life Events on YouTube
they help you understand where people shop and when life's biggest milestones like graduating college, moving and getting married are happening. These new audience segments are based on intent rich signals which include searches and video watches and they are more useful than ever. In the past two years mobile searches related to buying a home have doubled and those related to weddings have tripled!
Later this year, Google will be brining Consumer Patterns and Life Events to Gmail ads.
Broader Reach with Audiences across channels and devices
In addition to better and brand-new audiences, it's also important to reach people wherever they are. That's why Google are expanding their audience solutions across their largest networks to get you the broadest reach possible.
They're introducing in-market audiences to search ads so that you can reach more users who are likely to purchase.
Advertisers across many industries have successfully
begun using in-market audiences for search and are seeing, on average, a
10%
increase in conversion rates according to Google.
MY OPINION
Google Audience allows brands to have many more ways to reach and assist new customers, or engage with existing ones, than ever before. With these new products and a lot more to come I look forward to helping businesses connect and engage with more of their customers.
Please find some Quick links to all Google Marketing Next 2017 posts below;
Google Marketing Next 2017 - Innovations Keynote - Full Video
Intent - Data & Machine Learning at the Google Marketing Next 2017 - Innovations Keynote
Tools to make you Work Smarter at the Google Marketing Next 2017 - Innovations Keynote
DoubleClick Tools at the Google Marketing Next 2017 - Innovations Keynote
Google Assistant at the Google Marketing Next 2017 - Innovations Keynote
Google Surveys 360 at the Google Marketing Next 2017 - Innovations Keynote
Attribution at the Google Marketing Next 2017 - Innovations Keynote