Google announced that 20% of searches in the Google mobile app in the US are done by voice. Sridhar Ramaswamy repeated this amazing stat at Google Marketing Next. Does this mean that we are on the verge of no longer needing keywords? Luckily not, it turns out that the majority of voice searches still lead to a traditional search results page. The difference Shadow Making is simply in the way users type the query into the search box: users replace typing with speech. Only a small portion of voice interactions happen with the Google Assistant. The main difference Shadow Making is that in a typing substitute, the results are always returned to the screen, whereas with the Assistant, all interaction is done by voice. Either way, I hear a lot of advertisers wanting to have a better presence on Assistant-like interactions. Most Assistant data comes from data we already provide to Google.
Urchin (now Google Analytics), explained to me that Surveys 360 can help us get insights. The idea is that with the new integration between Surveys 360 and Shadow Making remarketing lists, we can survey users who have interacted with our site and ads so that we can ask them what features they wanted or what made them want them. buy or not. During last week's ppcchat on Twitter, many people agreed that Surveys 360 can only be as effective as the questions asked. I gave this example: If airlines asked consumers a question about what they wanted Shadow Making most and didn't label it as price, they would be placing more seats than anyone would want to buy. Conclusion It's clear that AdWords will continue to be a major force in online marketing in 2017 and beyond, and I'm excited to try many of the announced features as they become available. While I'm a big fan of automation, I sincerely hope AdWords finds a way to add some transparency to what its AI is doing so we can learn from it and grow together.
Play with it I saw how quick and easy it was to get started. But easy setup doesn't make sense unless the tool is also really good, so the real reason for my excitement is that data-driven attribution modeling is now becoming much more accessible. The problem with Shadow Making attribution models is that they are our best attempt to model real-world behavior with a somewhat limited toolset. With improved store visit data, store sales data, easier data consolidation and Google AI - four event themes - we no longer have to struggle to trying to do something really Shadow Making complicated by hand. Data-driven models assess each touchpoint's contribution to the end result. In AdWords, this means knowing how a click on an additional keyword will change conversion rates.