This year’s Google Marketing Next in San Francisco highlighted some exciting innovations coming out of Mountain View. Google’s advances with machine learning are paving the way for the next phases of search marketing.

We took a look at several key messages from the Innovations Keynote, and identified things you can immediately do to enhance your marketing programs.

Be Smarter with Data

Machine learning is quickly evolving. In a matter of seconds, complex algorithms can make simple determinations that enable search marketers to reach customers when and where it counts, with the right message.

To ride this wave, be sure to:

  • Build the right audiences. While machine learning does all the heavy lifting on the back end, letting it know who your actual or desired audiences are will ensure you get the right message to the right people.
  • Add more creatives to your ad groups with different CTAs. From here, the algorithm can automatically make a perfect match between your ads and your potential (or existing) customers. Best practice is to have at least three creatives per ad group to give Google’s machine learning the ability to match the message to the user.

One Step or One Second

In mobile, simplicity is the name of the game. Your audiences need an experience that’s lightning fast, with as few clicks as possible. Google estimated that for each one second increase in page load, conversion rate drops by 20%. Be sure to:

  • Keep things simple and drive performance. Make this your team mantra. Put yourself in the shopper’s shoes—would you be happy with the user experience you’re providing? Measure, refine, rinse, repeat. This may not be the responsibility of the paid search team, but you should push the rest of your company to make this happen.
  • Get users to the right landing page. Sending users to a generic page will require additional clicks and you’ll lose visitors in the process.
  • Sign up for AMP beta. Designed to make the post-click experience better and much faster, the next iteration of Google’s Accelerated Mobile Pages (AMP) will offer search marketers ad support, Facebook-like instant articles, and more. Make sure you’re kept in the loop on this feature. Check out the blog post and details, and then sign up.

Non-line Assistance

Google introduced the term “non-line,” meaning that the customer is now the channel. Shoppers move from online to offline, requiring marketers to meet them in both places seamlessly—and keep track of search ads’ impact along the way.

We’re excited to hear more about Google linking offline transactions directly back to the keywords, but there are things you can do today to better combine online and offline.

Be sure to:

  • Use extensions to engage offline. Location and call extensions give your customers a way to continue their journey offline, seamlessly from their mobile phone.
  • Geotarget your store locations. When your customer’s standing in your store (or in a competitor’s) you may want to hit them with a different message or call to action. With precise campaign geotargeting, this is easy.

This is a great time for search marketing. With new innovations and better ways of reaching customers constantly being rolled out, we’re looking forward to and keeping our eyes peeled for the latest Google developments.