How do you know your Google ads are working? You certainly don't have to take Google's word for it. Unless the only measurement tools you're using are AdWords, Double- Click, and Google Analytics, in which case you are taking Google's word for it. But I think it's safe to say Google can be trusted at its word in these situations.
After all, data is data. And data doesn't lie. Sure, data may be discrepant, but that's not lying, it's just margin of error. And sure, the data can be misinterpreted, but that's not the data's fault. Indeed, the way you know your Google ads are working is by tracking them.
There are myriad data points you can track related to your Google ads, including exposure, interaction, conversion, oh my! And there are myriad platforms you can use to track your Google ads. There are the aforementioned tools provided by Google.
There are third-party technologies provided by the likes of Kenshoo, Atlas, Omniture, Marin Software, Search Ignite, Efficient Frontier, and Clickable. And there are homegrown solutions that can track in and of themselves or integrate multiple tracking platforms to provide centralized measurement.
Of course, the tracking doesn't stop at the ad. With Google, you can track what happens after the ad is displayed. You can see what people do on your Web site following a click on your ad.
What makes Google ads trackable? Hint: it has nothing to with fancy tracking systems. Nor does it have anything to do with Google. It has everything to do with digital delivery. Without digital delivery, tracking suffers, as does relevancy and performance.
Google found this out the hard way. In January 2006, Google bought dMarc Broadcasting, a company that automated the sales, scheduling, delivery, and reporting of radio ads. In turn, Google rolled out its Audio Ads platform.
Over the next few years, Google signed up over 3,500 radio stations to its automation platform. But it never gained the traction that Google, or Wall Street, expected, and in February 2009, the Audio Ads division was shut down.
Google's experiment with print saw a similar fate. Launched in November 2006, the Google Print Ads platform grew to more than 800 newspaper partners. But once again, it never reached critical mass from an advertiser perspective, and in January 2009, Google called it quits.
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