Kristina Green
Sep 24, 2016 | 2 min read

Last week was a “Google week”. The company has launched several services to help businesses get deeper insights about their customer decisions, what drives in-store foot traffic and improves communication with the clients. Here is more detailed information about those instruments.

Google’s new tool for online and mobile surveys

Google launched Google Surveys 360, a new part of the Google Analytics 360 Suite. It was created with an aim to know not only what customers are buying, where they’re going, and how they’re purchasing, but also to understand what drives their decisions.

Surveys 360 offers several features: the opportunity to measure the effectiveness of  media campaigns by surveying people exposed to company’s ads and videos, segmenting them by zip code, an occupation and industry. Also, users can create a custom panel of respondents who represent the ideal audience for surveys, such as graduated students or marketing managers.

Surveys 360 quickly analyzes the data and delivers it in easy-to-navigate graphs, demographic segmentations, and cross-tabs.

New options in Google AdWords

Google announced that they are launching affiliate location extensions in the US, giving manufacturers a new way to support their offline retail distribution efforts on Google. Affiliate location extensions help people find nearby stores that sell company’s products.

Here is how it looks:

Additionally, Google says that the manufacturers that use the extension will be eligible for store visits data in AdWords that shows how the ads drive in-store foot traffic.

Google’s brand new click-to-message ads

65% of consumers say they’d consider using messaging to connect with a business to get information about a product or service, or to schedule an in-person appointment. Therefore Google created a new ad extension that allows customers to contact the company right on spot – and when they’re most inclined to convert.

How does it work?

After tapping on the Google ad, the customer’s default SMS messaging application will open with a pre-written message inquiring about the product or service.

Setting up message extensions requires the business to have a phone number that is capable of sending and receiving text messages. The main purpose of this extension is of course to help businesses generate more leads with increased conversions.

Have a nice week!

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