I'm excited about this new offering because when I got to 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 Shadow Making becoming much more accessible. The problem with 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 Shadow Making longer have to struggle to trying to do something really 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.
Looking beyond AdWords, it means knowing how channel interaction, impressions, clicks and more contribute to a conversion. With Google Attribution, Google Shadow Making runs the models and feeds the data back into AdWords, where we can use a flexible bidding strategy, or use the improved data to drive better results using our auction management tool. choice. In Optmyzr, that means you'll get better insights to help you set bids and perform optimizations with the same tools you're already used to. What I would like Google to work on next is to make it easier to import Shadow Making competitor channel data into Analytics. Right now, to get the big picture, we still need to tag campaigns and import cost data. I also hope they can somehow use data from multiple accounts to reduce the currently very high requirement that a conversion have 600 conversions in a 30 day period before models based on data does not start to work.
Hey Google, are keywords dead? At I/O, Google announced that 20% of searches in the Google mobile app in the US are done by voice. Sridhar Ramaswamy repeated Shadow Making 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 is simply in the way users type the query Shadow Making into the search box: users replace typing with speech. Only a small portion of voice interactions happen with the Google Assistant. The main difference 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.