Last week iProspect attended Google’s AdWords Performance Summit in Half Moon Bay, California. The event is the most important of the year for the users of Adwords and aims to set the agenda for what’s to come in the next 12 months in terms of new products and features. Both brands and agencies attended and an additional estimated 20,000 people watched via livestream.
This year, Google made one thing abundantly clear: the organization is focused on smartphone innovation moving forward. Consumers want everything “in the moment,” which requires marketers to answer their needs in real-time, whenever and wherever they are.
The Inside AdWords Blog put it this way, “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 touch points of a consumer’s path to purchase.”
Google were adamant about this increasing importance of the smart phone. They spoke about connecting with consumers through the moments that matter most. A major theme was that the biggest opportunities for brands arise in the smallest moments where the needs of consumers – the ‘I wants’ - are at play. Brands must be ready with relevant and compelling content – and content that is ideal for accessing via a mobile phone.
Indeed, there was surprisingly little mention of tablet and traditional devices. It is clear that we have entered a new era in digital where mobile is always the first touch point in connecting with audiences.
Google did a great job of articulating how today’s consumers behave, what needs they have and consequently how Google have made “consumer driven” changes to Adwords across ad formats, automation and measurement.
As Matt Lawson, Google Director of Marketing Performance Ads, eloquently put it, “We check our phones more than 150 times a day. The expectation from the consumer, in today’s connected world, is that all their needs can be met by a mobile phone whether its buying a new coffee frother, researching colleges, a car purchase or a mortgage, or finding out about amenities in your local area.”