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Google is looking ahead to the future of display advertising online, as it aims to enhance the ways in which marketers can analyse the success of their campaigns.The proposed innovations – which could also allow for more detailed pay per click management on platforms such as Google AdWords – include ways to extend results beyond a single campaign and more ways to judge success.
For instance, Google product management director Ari Paparo notes in an Official Google Blog post that some campaigns are about strengthening a brand or building buzz, rather than simply generating conversions.
The suggested innovations would also allow for campaign data to be carried over when embarking on new promotional activity – helping to incorporate previous results into new pay per click or display ad efforts.
Google recently announced on its Inside AdWords blog new ways to target users, including the option to show advertisements only to people who have previously visited the advertiser’s website and improved funnelling to interpret visitor behaviour from the initial search through to conversion.
When it comes to building a content marketing campaign, it can be difficult to know where to start. You may have an initial idea but bringing it to life and getting your message seen are always harder than initially thought.
We’re excited to announce that we’re launching a series of free Breakfast & Learn events for brand-side marketers. Our digital marketing experts will help you to boost your SEO, paid media, paid social and content marketing knowledge over breakfast.