[SMK] Social Media Knowledge

Menu

DIGITAL MARKETING NEWS

Two unexpected Google Product Launches

Last year Google made two surprising physical product launches.
 
Google Home, the voice driven home assistant, and Google Pixel, the iPhone beating fully integrated Google-from-the-ground-up phone.

Smart tech

Both devices have very different functions, but there is one common feature which PPC advertisers should be paying attention to: Google Assistant.
 
Both the Google Home and Google Pixel devices are the first to implement Google Assistant – their new natural language, context sensitive, conversational AI for the masses.

What does this mean for Search?

The first obvious impact is Search.
 
Even before voice search was around, Google already reported that 15% of all searches every day were brand new. Voice activation isn't new – it has been around for quite a while now in the form of 'Google Now' on Android phones for a while.
 
The change is that Google Now treated each command as separate but Google Assistant understands conversation and context – what you spoke about earlier can have a direct impact on what you search for now.
 
Such natural language, conversational, far-field voice activated searches means the already long tail, will now get even longer.
 
To capitalise on these AI improvements that are changing how users Search, we're inevitably going to need the help of AI on our targeting side to keep up with this exponentially rising complexity of the long tail: programmatic.

What does this mean for Display?

The less obvious impact will be Display. 
 
Since one has to be logged in to use Google Assistant (eg. so it can lookup your Calendar appointments and email, for example), this means Google now has an active signal of what you're interested in *right now* – and on exactly which device, in real time.
 
Given that last year Google dropped the wall between login data and web session data, these new signals now combine to give Google a very rich and realtime view that means algorithmic Display targeting will get even more granular yet again.   
 
Some of this login based, persistent identity targeting will be made available directly in Google Display Network and YouTube (eg. In-Market audiences).
 
However to be able to capitalise on this real time, per-device data, Google knows this is going to be the best advertisement for investing in DoubleClick programmatic.
 
If 2016 was the year of "Mobile First", 2017 marks the start of "AI First".
 

ABOUT THE AUTHOR

Adam Sugihto is founder of specialist, Melbourne based Pay Per Click agency and Google Certified Partner, Intentional. Since 2009, the Intentional team have driven online advertising for companies in global markets such as Prague, Paris, Tokyo, London, Shanghai, Bangkok, New York and LA; as well as being digital advisor and partner in the Australian domestic market for numerous household brands and NFPs.

 

Learn with SMK through April

Start your SMK: Digital Excellence 7-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally.

SMK Editor

SMK Editor

April's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
  • Module Three: Analytics campaign tracking and report analysis
  • Module Four: GA4 report round-up, conversion attribution & visualisation

Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce

Leave a Comment

RECOMMENDED FOR YOU

Meta Bets Big on Meta AI

Meta has recently amplified its role in the generative…

Meta has recently amplified its role in the generative…