Google Marketing Live. What was Announced and Impact on Search Ads

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Every year Google Ads does its annual Google marketing live event. As a Google ads marketing agency, we monitor this space closely, and below are the announcements that I felt mattered. The role of markers and agencies is evolving and automation will make life easier. Google is moving towards a Test and learn mindset where Digital transformation is a mission.

Enjoy the recap:

• A More visual search is coming – Meaning more images on mobile and desktop search ( think Pinterest)
• Ads on YouTube shorts – These are short-form TikTok-style videos and ads will be placed there
• Video ads on discovering feed – Earlier we could run image ads on the Google mobile app – now video ads too
• Google Audiences for Display and Video 360 – New targeting features for enterprises and high-budget ads
• For connected TV ads – You can have better targeting while your YouTube video ads are shown on TV screens
• Video ads on discovering feed, shorts, and connected TV – Same as above
• Performance max campaign is providing 13% more conversions – We have tested it and have mixed feelings
• Performance max campaign – buy all ads from the single campaign – helps find more customers from 1 campaign.
• Drive best conversions with richer insights into the automation
• More  transparency on automation – It’s clear that Google is moving towards automation 
• Experiments in AB test in performance max – More advanced features coming to this new Campaign type
• New insight and explanation – More insights and data on your campaigns are performed to optimize
• The insights page will have more details that are easier to understand
• Optimization score coming too – Score-based insights so you can implement them.
• Optimization score will help get better results with machine learning
• Google ads mobile app also supported for performance max campaign – Create these through the mobile app too
• People care about privacy – With all the changes, Google wants to make sure that customer data is protected
• Search and conversion lift tests can be used – New testing features coming soon and Machine learning recommendations
• See where incremental lift and geo experiment – New analysis and insights coming to optimize. 
• Change from broad match modifier to broad match with smart bidding
• The industry needs to use consented 1st party data – a better world without cookies

Automation—an agile approach

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• Some Fun innovations. 
• Ever think of that song but don’t know the words? Hum, the song and Google will play. Which is great 
• Machine learning in ads is inevitable, wear your analytical hats and start reading data better
• Machine learning is improving broad match and smart bidding methods
• Better targeting ROAS is coming soon too. Return on Ad Spend
• A broad match with smart bidding can work better for road
• In the one-click experiment, we can  perform the above point
• For ad creatives. Responsive search ads use search content from the Landing pages
• Google Business Messages – messaging businesses directly from search ads will be possible
• Creative Asset library is available to all advertisers inside Google ads. It will also sync with Google Drive
• From the asset library, you can make videos directly within 1 minute publish them on YouTube, and run ads.
• Google Analytics 4 will be the default analytics. Will have intelligent insights to understand customers
• Real-time trends about customer behavior on the Google ads insights page. See data in real life and act on peak seasons
• There will be deeper insights into the trends
• Google will show which first-party data they will provide to have more targeting confidence.

Google Marketing Live – Understand your Audiences better

• Google has a privacy commitment
• You will be able to control your ads with my ad center
• Interest-based ads and remarketing will have more expansions
• Marketing mix modeling coming soon
• Data-driven attribution now defaults for most actions even if it have fewer data
• Google Tag will replace the site tags 
• Enhanced conversions for leads
• Tagging will also change. Simple tagging
• Lead funnel report coming soon
• Enhanced conversions in search ads 360

How online shopping experiences are changing

• Browsing time has blended with shopping time
• Omnichannel shoppers – Intuitive shopping experiences coming soon.
• Consumers’ buying patterns will change and the future of retail is bright
• Visual product feed and AR in search coming soon
• Highly visual and immersive ad experience ads
• Product feeds will be in YouTube shorts and also on YouTube feeds
• Shopping feed automation with high-quality inputs. / meaningful messages
• Performance max campaign will now be able to measure calls and inshore visits
• Measure and optimize based on store visits and bid accordingly
• More impressions sales and conversions which works great

More Tools & Google Ad Automation

• Faster. Checkout experience from search direct to buy
• Product improvements and quality of the feed can be managed from the ads directly
• Showcase loyalty benefits program on Google shopping ads
• Reach new loyalty members with the performance max campaign.
• Show loyalty benefits discounts etc on the product purchase journey

Some more buzzwords heard at Google Marketing Live

• Insights Page
• Curbside pick up
• Booking for local service ads
• Google guarantee

Google Ads are key to our learning and optimization to help companies. We plan to learn test and help optimize our client’s marketing results. This space is changing and not all tests fail. The good news is the majority of the ad tests and variations are a success. All you have to work on is your offer and value to clients. Contact us to get started.

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Google Marketing Live. What was Announced and Impact on Search Ads

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Role of markers & agencies are evolving & automation will make life easier. Google is moving to Test and learn mindset. Google Marketing Live

Author

Mukesh Pandey

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Leads Dubai

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