Google Partners Connect 11/15/2017

Thank you to everyone who made it to our VJ + Google event! The Livestream focused on two important aspects of today’s digital landscape: attribution and mobile-friendly websites and landing pages.

If you couldn’t make it or would like a refresh, you can re-watch the Live Stream here or read our notes here:

GOOGLE ATTRIBUTION MODELING

Winter is coming…and so is the new Google Attribution

For most of you who are clients, this topic won’t be new. While there is no perfect attribution model, Google is making strides in improving their attribution set using machine learning. We have been keeping you updated on the Google Attribution platform and they will be rolling it out to accounts starting Q1. This platform will give more visibility into mid- and higher-funnel tactics and we are looking forward to reporting more comprehensive data beyond last click. Once we have it enabled in your account, we will build it into your reporting cadence and give you an overview of how it is impacting conversions, CPAs and fractional attribution.

Key highlights from the new Google Attribution model:

  • Easy setup with no development required.
  • Works across all channels inherent from Google Analytics.
  • Allows advertisers to take action on data and focus on three key items for online growth:

Measure – Accurate measurement.

Attribute – Better attribution across all the touchpoints in the customer’s journey. This will be particularly helpful for those upper-funnel, non-branded keywords.

Act – Clearer data to understand what optimizations need to be made.

DATA-DRIVEN ATTRIBUTION

In the meantime, let’s hit those #goals

Mobile has presented a unique challenge for marketers trying to close the gap on cross-device attribution. Google has rolled out a new model called Data-Driven Attribution, which uses machine learning based on conversion data to more evenly distribute credit across various touchpoints along the conversion path. This helps advertisers visualize which ads and keywords have the greatest effect on business goals.

Until the Google Attribution platform rolls out, the recommendation from Google is to use Data-Driven Attribution. As a Google Premier Partner, we have had access to this in your account since Q2 if you have enough data to support this model. The minimum requirement for Data-Driven Attribution is 15,000 clicks and 600 conversions within 30 days.

MOBILE SPEED FACTS

I feel the need. The need for mobile speed!

The second session was on how speed impacts mobile performance. Seconds count for conversions on mobile. This is a major focus of ours for our own clients coming into 2018, as across the board we are seeing majority of traffic and in some cases conversions come from mobile devices.

The Google team shared some revealing stats that indicate the importance of mobile loading speeds:

  • On current mobile websites, there is a 9-second average load time, on a 3G network.
  • 53% of customers abandon site if it takes over 3 seconds to load.
  • 29% of smartphones immediately switch to another site if it’s too clumsy or slow.
  • 1 in 5 dissatisfied visitors never return – a big-time opportunity lost here. First impressions are important. Mobile pages need to be fast-loading and easily navigable.

BEST PRACTICES FOR MOBILE SPEED

How to switch into the fast lane

  • Ensure the page has less than (Sub) 80 page requests.
  • Page weight should be less than 1 MB.
  • When decreasing page weight, look at things like compressing images and evaluating font weight.
  • Gzip and compress files wherever possible.

MOBILE SPEED TOOLS

Quick fixes to make mobile quicker

Test My Site

A great tool to identify how fast your mobile site is loading, and what types of optimizations can be made to improve loading speed.

Lighthouse Chrome Extension

An open-source, automated tool for improving the performance, quality and correctness of your web apps. When auditing a page, Lighthouse runs a barrage of tests against the page and then generates a report on how well the page did. From here, you can use the failing tests as indicators of what you can do to improve your app.

Google PageSpeed Tools

Quick tools to identify page speed insights and ways to make your site faster and more mobile-friendly.

Chrome Developer Tools

A more technical tool that provides web developers deep access into the internals of the browser and their web application.

AMP (ACCELERATED MOBILE PAGES)

Get AMP-ed up for AMP Pages

Your VJ team recommends implementing AMP Project pages, which allow pages to load up to 4x faster than a non-AMP page, with responsive design and branding flexibility. Google reports success for a wide range of business owners, from plumbers to large banks. AMP pages can be applied to existing landing pages, and if your site is on WordPress, there is a great plugin for you! AMP doesn’t require large development teams and budgets; it builds on existing skill sets that most developers already have, or on top of the existing frameworks of sites built on Content Management Systems like WordPress.

Here are some handy resources to help you get started with AMP:

  • AMP by Example provides several codes and live examples to help kick-start your AMP efforts.
  • AMP Start is the go-to resource for templates and components to build great AMP pages.
  • AMP Validator plugin, which assesses the current page a user is on for AMP health.

Thank you for joining VJ + Google. If you’re looking to dive deeper on any of these topics, please reach out to me at [email protected].

Andrew Halfman

- Author -

Andrew Halfman

Senior Digital Strategist