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Exploring the take-outs from Think with Google 2017

I recently attended Google’s showcase Think with Google UK 2017 event. The event covered three main topics which I have summarised below: site speed, personalisation and Google Cloud…

Site Speed

Google spoke about how brands should look beyond their own market to find competitors as the competition a brand is up against is the best user experience a person has had. Here are some stats to back this up:

  • 50% of users in the UK abandon mobile transactions because they’ve had a poor experience
  • 53% abandon a mobile site if it takes 3 seconds to load
  • For every second you save on load time your conversion rate can go up by up to 20%
  • Of a study of over 20k sites in EMEA, the average load time was 22 seconds
  • The main next steps they suggested for advertisers is to test their site speed at testmysite.withgoogle.com and that will also give tips on what to do to improve load times.
  • Google were also promoting Accelerated Mobile Pages (AMP). It strips out all JavaScript and third-party script on a page to make load times faster. Google claimed that they had helped deliver sub-one second load times on over two billion pages since the introduction of AMP 18 months ago

Personalisation

Google spoke about the power of your own customer database. They didn’t talk about Customer Match specifically but it was definitely implied in making a strategy that is more tailored, specific and laser-focused on what you are trying to achieve. Some stats on the topic:

  • 63% of people who show up on your site expect personalisation
  • Two-thirds of mobile users are cross-device users
  • The phrase “personalisation isn’t a feature – it’s a strategy” was the key take away for the audience.

Google Cloud

  • Google Cloud stores all the raw data collated from Google activity that advertisers run. It can be used to build custom data-driven attribution models. However, the biggest limitation is that it only works with Google products and nothing else. This is currently large limitation for ambitious performance advertisers, but may be a glimpse of the future of how Google may be shaping their attribution offering.

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