Billions of times per day, consumers turn to Google for I want-to-know, I want-to-go, I want-to-do, and I want-to-buy moments. And at these times, consumers are increasingly picking up their smartphones for answers. In fact, more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan. This presents a tremendous opportunity for marketers to reach people throughout all the new touchpoints of a consumer’s path to purchase.
This week, Google announced new ad units that are rich, interactive, visual, and built specifically for certain vertical markets.
– There’s ads for cars: Think gallery tour of the car inside the ad. Tapping on an image brings up more information about the car, like horsepower and estimated MPG. Tapping on the “Dealers” link takes you to a page with nearby dealer listings.
– There’s a new unit for hotels: Check it, price it, book it with just one click away from Google.com.
– There’s one coming later this year for mortgages: Find rates, compare options, speak to an adviser, all from within the Google search ad.
Google also announced AdWords attribution, a new product to tell you more about what influenced a purchase that goes beyond a last-click attribution model. Read more here.
Why It’s Hot
This week it was officially announced that more Google searches take place on mobile devices than on computers. As mobile usage continues to trend upwards, advertisers have an opportunity to reach their customer in more ways than before. However, we can’t just assume that an ad that works on desktop will work on a mobile device. We also need to be able to clearly measure the impact of our mobile campaigns- Google is taking a step in the right direction by addressing both opportunities this year.