Everyone Should Understand Cross-Channel Measurement for Google Ads
In recent years, the development of Google Ads has entered a new stage, especially the introduction of AI technology, which has completely changed the advertising ecosystem. For example, innovative features such as Google's AI Overview and Google Lens not only improve users' search experience, but also provide more opportunities for advertisers. AI Overview combines large language models (LLMs) with high-quality web search results to help users quickly solve complex problems and even provide effective answers to long questions that have no single "right" answer. According to Google advertisements, more users search using AI Overview, are more satisfied with the results, and visit more different types of websites for help. In today's multimedia environment, the consumer journey has become more complex. They may come into contact with the brand through various channels such as social media, YouTube, Google search, etc., and ultimately make a purchasing decision. Therefore, marketers need a comprehensive cross-channel metric to evaluate advertising performance across different channels and optimize return on advertising investment (ROAS). Cross-pipeline measurement not only helps brands better understand consumer behavior, but also ensures the correct allocation of advertising budgets to maximize Google Ads advertising results.
I. Latest progress in Google search and AI technology
1. Application of AI Overview and Google Lens
The launch of AI Overview marks a new era for Google search. This technology can not only quickly answer complex questions, but also help users discover more relevant information. For example, when users search for complex travel plans, AI Overview can integrate information from multiple websites to provide comprehensive answers, thereby creating more exposure opportunities for Google advertisements.
Google Lens satisfies users' business intentions through visual search functions. According to Google, Google Lens handles more than 20 billion visual search queries every month, a quarter of which have commercial intent. This means that when users take a photo or video to search for, they are likely looking for related products or services. For example, when a backpack catches a user's attention, they can simply snap a photo through Google Lens and instantly see detailed information about prices, reviews and where to buy from various retailers.
2. Circle to Search and the search behavior of Generation Z
The search behavior of Generation Z is different from other age groups. They are more inclined to use new functions such as Circle to Search for search and decision-making. This feature allows users to circle and search content on the screen while watching YouTube videos or browsing social media without leaving the app. According to Google, one-third of users who have tried Circle to Search use it on a weekly basis, which shows the popularity of this feature among younger audiences.
II. Core logic and challenges of cross-channel measurement
1.The multi-path nature of the consumer journey
The consumer journey often spans multiple stages, from discovery and research to the final purchase decision. Google searches play an important role in this process, especially during the research and comparison stages. According to Google, 70% of social media users use Google advertisements to learn about and evaluate products discovered on social media. This means that even if a brand gains exposure on social media, consumers’ final purchasing decisions may still be influenced by Google Ads.
2.The challenge of measuring across pathways
However, measuring across pathways also faces many challenges. First, the problem of data silos makes it difficult to integrate data from different media platforms, which prevents marketers from comprehensively evaluating advertising effectiveness. Second, there may be differences in the measurement standards of different pathways, which affects the comparability of the data. For example, social media click-through rates and Google search conversion rates may not be directly comparable, making cross-channel measurement more difficult.
III. AI-driven cross-channel measurement strategy
1.Application of AI technology in cross-channel measurement
AI technology plays a key role in cross-channel measurement. For example, Google's broad matching and smart bidding functions can automatically adjust advertising bidding and delivery strategies based on user behavioral data, thereby improving advertising effectiveness. In addition, data integration and topic grouping are also important strategies in cross-pathway measurement. By integrating relevant keywords and ad groups, AI can better understand the goals of advertising and optimize ad delivery.
In today's competitive digital marketing environment, Topkee provides one-stop online advertising services based on Google Ads, focusing on improving companies' potential customer development and sales conversion rates. TM setting is a more flexible customer tracking tool than UTM. TM rule templates can be customized and configured based on factors such as theme, advertising source, advertising media, etc., and a login URL link with TMID can be generated to facilitate enterprises to track advertising effects at any time, making online marketing activities more accurate and efficient. Combining customer product information and market trends, advanced AI technology is used to generate creative text and image requirements, and professional designers conduct detailed design to ensure that the content meets marketing objectives. In addition, Topkee tracks and analyzes user behavior data through TTO, designs personalized remarketing content, and delivers it through appropriate channels. Data shows that ads targeting specific scenarios and user types can increase their click-through rate and conversion rate by more than 70%, significantly improving remarketing effects.
Topkee's Google Ads service not only covers all aspects of advertising, but also provides regular advertising report analysis, including advertising reports, conversion reports and ROI reports, helping enterprises to fully understand the status and effectiveness of advertising execution. Through data-driven strategies, Topkee helps companies optimize advertising campaigns and achieve higher marketing effectiveness.
2.Case Sharing: Sephora’s Successful Experience
Sephora is a successful example of cross-channel measurement. By simplifying its ad account structure, the brand reduced the total number of marketing campaigns by 85%, thereby increasing campaign conversion rates and return on ad spend. This successful experience shows that simplifying the account structure and making full use of AI technology can significantly improve advertising effectiveness.
IV. Enlightenment from the Indian market
1.Potential and Advertising Opportunities of Indian Sports Market
India has 655 million sports fans, which provides huge advertising opportunities for brands. According to Google, the value of the Indian sports market is expected to grow at a compound annual growth rate of 14%, reaching $130 billion by 2030. This means that brands can reach a diverse audience of sports fans through cross-channel advertising strategies, thereby enhancing brand influence.
2.Success Story: Cross-Channel Advertising Strategy of Swiggy and OLX Autos
Swiggy and OLX Autos are two successful examples of cross-channel advertising. Swiggy successfully increased new user engagement and order volume by placing ads on YouTube in conjunction with Indian Premier League (IPL) matches. OLX Autos used Google search ads to track key moments in cricket matches, thereby increasing the click-through rate and coverage of the ads. These cases show that cross-channel advertising strategies can help brands succeed in diverse markets.
Conclusion：
The combination of Google’s AI technology and cross-channel measurement gives marketers the tools to make smarter media decisions. Through data integration and artificial intelligence-driven strategies, brands can more comprehensively evaluate advertising effectiveness and optimize Google Ads. Marketers should immediately review and streamline their Google Ads account structure to take full advantage of artificial intelligence technology. In addition, integrating multi-channel data and establishing consistent measurement standards are also key to ensuring the best return on yourGoogle advertisements advertising investment.
