In a wide-ranging keynote discussion at SMX Advanced in Seattle, Wash. last week, Google’s head of search ads, Jerry Dischler, talked new products and features and what the newest innovations reveal about where search marketing is headed. (Watch the full interview below.)
Asked what the big themes or trends were that drove many of last month’s product and feature announcements at Google Marketing Next, Dischler said changing consumer expectations and shorter sessions on mobile manifested itself in three key areas: audience, AMP and attribution.
Attribution: Supporting the move away from last click
The new Google Attribution product is the company’s answer to upper and mid-funnel blind spots created by last-click attribution. “Attribution is particularly important with mobile because in a last-click environment, marketers could be over-weighting desktop for example, relative to other channels,” said Dishler. “Marketers are saying 2017 is really the year of moving away from last click, and we
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