Things have been buzzing along at the Californian internet company. On September 14th Google announced two new marketing tools to leverage YouTube, Google Maps, and the Play Store.
Here are some excerpts from the official Google blog:
“…use third-party measurement partners or Google’s app measurement solutions like Firebase Analytics to measure those [user’s] activities. Once your in-app activities are defined within AdWords, you’ve plugged in your analytics solution, and set your cost-per-install, Google will put our machine learning algorithm to work.
Universal App Campaigns evaluate countless signals in real time to continuously refine your ads so you can reach your most valuable users at the right price across Google’s largest properties. As people start to engage with your ads, we learn where you’re finding the highest value users. For example, we may learn that the users who tap into the most hotel deals are those who watch travel vlogs on YouTube. So, we'll show more of your ads on those types of YouTube channels."
"For trivago, Universal App Campaigns was able to find users who were more likely to click on hotel deals in app to book a room. As a result, the travel brand acquired customers who were 20% more valuable to its business across both Android and iOS.”
The other marketing tool was TrueView“…TrueView for app promotion and TrueView for shopping make it incredibly easy for brands to drive downloads and purchases directly from YouTube.”
“…TrueView for action makes your video ad more actionable by displaying a tailored call-to-action during and after your video. This call-to-action can be adapted to your specific use case, like “Get a quote,” “Book now” or “Sign up.” Since this is an easy add-on to your video, you can drive performance on top of all the benefits of showing your video to an engaged audience. This is especially advantageous for brands that offer products or services with high consideration, like financial services, automotive, or travel.”
And then there is
Google Trips announced 19th September. The app will use the wealth of information from all the times you used a Google service like Google Maps to look at a destination, Gmail to have your flight booking sent to, YouTube to look at a hotel and Google Search to find hotels to bring the Google Trips user a personalized results for all your travel needs. The app looks to conveniently place all your flight details, hotel details, destination addresses etc. in one place to reduce the hassle of going through multiple emails and letters to find out all this information.
The app will also suggest full day itineraries replete with attractions and restaurants to visit for the top 200 cities to visit.
The app will be free and available on Android and iOS.
BW Reporters
Regina is a reporter for BW Businessworld. In her previous assignments, she has worked with Independent television Network as a news anchor and reporter in Sri Lanka
