Google ADS and not only: the latest news on Google advertisements

It’s a time of great turmoil at Google Ads’: in recent days, the system of paid ads in the search pages of the US giant has in fact obtained a number of interesting additional features, that allow users to develop more targeted and effective campaigns, but also new services and policy changes. Let’s try to get some order!

Reaching the predictive audience with Google Ads

Let’s start with perhaps the most important news, announced by Steve Ganem (Senior Product Manager of Google Analytics) on the The Keyword blog: Google introduces two new metrics to encourage the growth of online activities and improve the management of the budget for marketing, as they give the possibility to reach through Google Ads people who are more likely to buy and intercept with the right strategy people who may not return to their app or site.

Thanks to Google Analytics, which helps measure the actions that people take through apps and websites, you can now get tips on new predictive audience segments that you can create in Audience Builder, taking advantage of the applications of Google Analytics machine learning models, which allow you to analyze site data and predict future actions that people might take.

Two new metrics to get to know and segment the audience

The new system is based on two new predictive metrics, available in the App + Web properties (initially for properties that have implemented purchase events or that automatically measure in-app purchases once certain thresholds are reached):

• Purchase Probability serves precisely to predict the probability that users who have visited the app or site buy in the next seven days.
• Churn Probability estimates the probability that recently active users will not visit the app or site in the next seven days.

The benefits of predictive features on the audience

So far, Ganem explains, those who wanted to reach the people who were most likely to buy had to generally create an audience “of people who had added products to their shopping carts but had not bought”. Nevertheless, “with this approach you are likely to lose people who have never selected an item but who could purchase it in the future”.