加国头条 i4cc.ca ｜华盛顿邮报：谷歌的新广告策略以数据为导向

Google’s new ad spots are data-reliant

华盛顿邮报：谷歌的新广告策略以数据为导向

BY GREG BENSINGER， The Washington Post, May.15th, 2019

翻译：凤梨是只胖柯基

校阅：Yates

图源：网络，版权归原作者所有

San Francisco — A week after introducing new privacy controls for its billions of users, Google has a different message for data-hungry advertisers: We have your back.

旧金山——在为其数十亿用户推出新的隐私控制措施一周后，谷歌向渴求数据的广告商传达了一个不同的信息:（甲方爸爸）我们支持你！

At its annual exposition for advertisers here, the search engine giant on Tuesday rolled out several new ways for marketers to hawk their wares on Google’s products, all based on the reams of data it collects about users. And it is even putting personalized ads on its iconic white Google homepage for users of its mobile app.

在一年一度的谷歌广告客户博览会上，这家搜索引擎巨头本周二推出了几种新的营销方式，让各广告商在谷歌的产品上兜售自己的产品，所有这些都是基于它收集的大量用户数据。该公司甚至在其标志性的白色谷歌主页上为其手机APP的用户投放个性化广告。

The event was a reminder that despite innovations such as self-driving cars and balloons that beam the Internet, Google is at its core a marketing platform that depends on ad sales for about 85 percent of its revenue. But the company’s ad sales growth slowed in the first quarter, sending shares sharply lower, amid rising competition from Amazon and other tech firms aiming to grab more digital advertising money.

此次活动提醒人们，尽管有自动驾驶汽车和“热气球网络计划”等创新，但谷歌的核心仍是一个营销平台，其约85%的收入依赖于广告销售。但该公司第一季度广告销售增长放缓，导致股价大幅下跌，原因是来自亚马逊(Amazon)和其他科技公司的竞争日益激烈，这些公司希望能攫取更多的数字广告收入。

Google wants to ensure that customers never miss an opportunity to buy when the spirit moves them. Representing a shot across the bow of Amazon, Google demonstrated how customers who store their credit card information with the company will be able to buy, say, a power drill from Home Depot without ever leaving the search page.

谷歌想要确保当顾客想买时，他们永远不会错过一个购买的机会。谷歌表达了想抢亚马逊生意的意思，它展示了那些在谷歌存储了信用卡信息的客户如何能够在不离开搜索页面的情况下，从家得宝(Home Depot，家居建材用品零售商)购买电动钻等设备。

At another conference last week, geared to developers, Google vowed to give users more control of the data they share on the Internet including by storing more information on mobile phones and tablets, rather than in cloud computing centers. It also is allowing broader use of what’s known as “incognito” mode, which prevents Google and others from linking people to their search histories.

在上周举行的另一场面向开发者的会议上，谷歌誓言要让用户更多地控制他们在互联网上共享的数据，包括在手机和平板电脑上存储更多信息，而不是在云计算中心。它还允许更广泛地使用所谓的“隐身”模式，这种模式可以防止谷歌和其他人将人们与他们的搜索历史联系起来。

That’s part of a broader trend among tech firms responding to customer complaints about how — and how much of — their data is collected. Facebook, Microsoft and Apple have all emphasized privacy in recent product announcements.

这是科技公司应对客户投诉的一种更广泛趋势的一部分，客户抱怨他们的数据是如何收集的，以及收集了多少。Facebook、微软(Microsoft)和苹果(Apple)在最近的产品发布会上都强调了隐私。

Those new products could make it harder for marketers to suck up the reams of data they need to personalize ads. User privacy was barely referenced in a news briefing Monday.

这些新产品可能会让营销人员更难获取个性化投放广告所需的大量数据。周一的新闻发布会上几乎没有提到用户隐私。

Rather, Google showed new ways that marketers would be able to reach customers willing to part with their money, an industry term known as “intent.” In one iteration, advertisements informed by customers’ previous searches and other online behavior would show up on Google’s iconic search homepage.

相反，谷歌展示了广告商能够接触到愿意掏钱的客户的新方式，这是一个被称为“意向”的行业术语。在一次重复搜索中，由客户之前的搜索和其他在线行为提供信息的广告将出现在谷歌的标志性搜索主页上。

The company showed a rolling stream of ads from sites such as furniture retailer West Elm under the Google search bar.

（第一次搜索了相关内容后，第二次打开谷歌），其搜索栏下显示了家具零售商West Elm等网站源源不断的广告。

Increasingly, consumers are searching for items on Amazon, where they can also complete their purchase, meaning Amazon is a potent competitor to Google for marketers who want to see how or whether their ads lead to customers to click “buy.” As a result, Amazon has been chipping away at Google’s dominance in ad sales and is expected to grow to 8.8 percent of the market this year from 6.8 percent last year, according to eMarketer, while Google’s share is expected to fall to 37.2 percent from 38.2 percent.

越来越多的消费者在亚马逊上搜索商品，他们也可以在亚马逊上完成购买，这意味着亚马逊是谷歌的一个强有力的竞争对手，对于那些想知道他们的广告如何或是否会让客户点击“购买”的广告商来说更是如此。因此，亚马逊一直在蚕食谷歌在广告销售中的主导地位。eMarketer预计，亚马逊今年的市场份额将从去年的6.8%升至8.8%，而谷歌的市场份额预计将从38.2%降至37.2%。

Brad Bender, an advertising product manager for Google, said the search engine can “anticipate the customer’s wants and needs” and has advanced software that can predict when consumers are most likely to open their wallets.

谷歌广告产品经理布拉德·本德(Brad Bender)表示，该搜索引擎可以“预测客户的需求”，并拥有先进的软件，可以预测消费者何时最有可能消费。

“When you can understand what a consumer is looking for and then show her a personalized ad in the moment she’s ready to discover something new, that’s a win-win,” Bender said.

本德说:“当你能了解消费者在寻找什么，然后在她准备好发现新东西的时候给她看一个个性化的广告，这是双赢的。”

The company, based in Mountain View, Calif., said that for its new shopping option it will share the purchaser’s name and address with retailers so that they can keep track of who’s buying what and when. It’s even devoting some workers to customer service to back up the products it features with shipping and other guarantees.

这家总部位于加州山景城(Mountain View)的公司表示，在新的购物选项中，它将与零售商共享购买者的姓名和地址，以便他们能够跟踪谁在什么时候买了什么东西。该公司甚至将一些员工投入到客户服务中，为其提供的产品提供运输和其他担保。

That’s likely to attract a raft of retailers who fear that the ease of purchasing directly on Google would compel consumers to buy from a competitor using Google.

这可能会吸引大量零售商，他们担心直接在谷歌上购物的便利，会迫使消费者从使用谷歌的竞争对手那里购买。

It is also allowing for similar shoppable ads shown alongside videos on YouTube, which is owned by Google. Oliver Heckmann, an engineering vice president with Google, said content creators, such as product reviewers, would get a cut from advertisements that lead to a purchase when they are shown in a feed below their videos.

它还允许在谷歌旗下的YouTube视频旁边播放类似的可购物广告。谷歌的工程副总裁奥利弗·赫克曼(Oliver Heckmann)表示，内容发布者，比如发布产品测评视频的阿婆主，将从广告收益中获得一定的分成，当广告出现在视频下方的feed中时，就会引领用户购买。

So a reviewer rating lipsticks might have ads that offer one for immediate purchase, meaning a viewer would not have to stop watching a video.

因此，做口红测评的人可能会在视频广告中提供立即购买的链接，这意味着观众不必停止观看视频（而转到购物网站去搜索商品）。

Squeezing more ads into more places may not move the needle too much, said Brian Wieser, global president of business intelligence at advertising firm Group M. “There’s this presumption that if you can produce more supply there will be more demand; that’s just not true.”

广告公司Group M商业情报部门全球总裁布莱恩·维泽(Brian Wieser)表示，在更多的地方投放更多广告可能不会产生太大影响。但事实并非如此。”

He added: “Advertisers have a finite amount of money to spend.”

他补充道:“广告商的资金是有限的。”

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