April 1, 2020
Bing’s chatbots, Google’s attribution tool, and Apple app store search ads

Bing’s chatbots, Google’s attribution tool, and Apple app store search ads


Hi, I’m Duncan and this is Digital Insights. Today I’m going to be talking to you about Microsoft’s new chatbots, Google’s attribution tool, and Apple’s app store ads. Bing has joined other big tech companies by launching their own chatbots. These will appear directly in the search result page and will allow users to get basic questions about local businesses answered. Such as, what are your opening hours? Or, do you serve vegetarian food? If a user asks a question that is too hard for the bot, they will be pushed to call the business direct. The great news for businesses is that these chatbots will be created automatically from data provided to Bing Places and the ability to optimise and improve both the questions and answers will be added over time. Bing are the first to launch chatbots into their search result pages and I predict it won’t be long until the ability to integrate the bots with the ads and sell via them is introduced. Google have had enough of people using last click attribution to determine where a sale came from and they’re on a mission to change this. So, they’ve launched a new, free tool, and it’s called Google Attribution. It will allow you to accurately break down all the channels and find out which ones contributed to a sale. Essentially, you’ll integrate all of your marketing channels into the tool and then it will use machine learning to work out the best attribution model for your specific campaigns. This will then enable you to work out the actual impact that top of the funnel advertising such as display has had on your overall results and where you should invest in the future. Google Attribution is still in beta and I’m eagerly awaiting access. The two things I’m hoping for are that it’s easy to set up and use and that it’s fair across all marketing channels with no bias towards Google products. Let’s wait and see. Last year, Apple launched a new form of advertising, App Store ads and we’re starting to see a big uptake in Australia. Essentially you can now display a PPC ad on any search term in the App Store. With the cost per click ranging from 25 to 50 cents. Because the ads are being shown on the exact platform that the user will download the app from they’re working well. Higher conversion rates are leading to cost per downloads of around $1 versus $2 to $5 on Google and Facebook. Like anything with online marketing it’s important you test so compare it against other channels and assure you look at all metrics so that you get quality users who keep using your app. That’s it for now, thanks for watching.

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