Google Marketing Live Keynote – 2018
Did you see the google marketing, analytics, and platforms innovations live stream?. Here is a quick recap of Google’s latest announcements. #GoogleMarketingLive
The world today is a lot different and complex. Users want more control. Today’s consumer is demanding, impatient and curious. They are more research obsessed. They are also researching what not to buy. Their expectations are rising. They expect more personal relevance. Change is what they expect.
Some examples:
- Mobile searches for things to do tonight have more than doubled.
- Near me, search is evolving faster.
- There are a 10x increase to “open near me tonight” searches
Digital is no longer the underdog
Technology is changing in an unrelenting space. The Dialogue has changed. Consumers are more aware of how they are marketed and how their data is used. They are frustrated with slow websites and
deceptive, annoying ads. When users don’t get what is helpful or frictionless, they leave.
It should be an advertisement that works for everyone
- Advertising should be valuable, transparent, and trustworthy.
- Understanding and satisfying user intent is the key.
- People expect more than answers. They want assistance.
- They want you to understand and figure out what they need.
- People don’t see value if they don’t feed value.
- Your consumers also need to trust you.
For us marketers, we know that Advertising is about driving better results. It needs more than the right keywords or bids. We need to be relevant across enquire journey. Relevance –> drive better results. So it’s important to know the intent
Google also has a setting by which users who are annoyed with some type of ads, can go to their google account settings and change their preference, to stop certain types of ads and select a few relevant ones. ( We know many users are unaware by and large )
The Youtube Announcement
There are many intent-rich moments on youtube. The below was announced for Youtube Advertising.
- Trueview for reach for impression-based clients.
- Trueview for action is a call-to-action overlay and will be shown through the entire video below.
- The above is good to generate more leads through this plan ( custom intent audience )
- If you want leads, right on youtube, the form will appear, and lead generation can happen.
- Maximize lift bidding. Youtube Brand Lift.
Google Search ads
- More use of Machine learning to enable search ads.
- Machine learning delivers the best and most relevant ads to people at the right time
- Optimize ad rotations, Smart Bidding will be powered by Machine Learning
- Responsive Search Ads are more flexible in ad creation and testing for better results. It’s the combinations
- Responsive search ads are something we liked now with machine learning, we submit up to 15 headlines and descriptions and machine learning will find the best combination of ads. ( Reminds me of Facebook dynamic ads )
- With this change, there will be 90% more ad text.
- Half of all traffic comes from mobile. 50% of people leave the site if it doesn’t load fast
- But optimizing for speed is still not a priority for many businesses
- A new mobile landing speed score is available
- A new column for mobile speed score will show – very slow, too fast, and very fast.
- To improve site speed you can also consider using AMP
- Measuring the performance is now more important to becoming successful
- People move between different devices throughout the day, so;
- Cross-device reporting and remarketing are now available to all advertisers.
- The new report links moments together to review trends and insights to improve.
Google Smart campaigns
Further Leveraging the power of machine learning; advertisers will be able to
- Automatically create new ads for small businesses.
- Auto optimized landing pages.
- Real results for every small business.
- Get Free training with grow with the google program.
Smart Shopping campaigns
Smart campaigns for small businesses will now enable advertisers to:
- Generate Automated feeds
- Automated campaigns can be created
- Shopify shopping campaigns can be done directly within Shopify. ( We love this)
- Setting up the campaign will be easier which will enable driving store visits and acquiring new customers
- Local campaigns can work across multiple properties – drive more store visits
- Hotel ads worked great in the past and get more leads
- New Hotel campaigns will be launched for hotels and travel agencies.
Stronger Collaboration
Technology should make it easier. A new google marketing platform was also announced. Double click will go away. And they will be a part of the suite which will contain:
- Search ads 360
- Display & video 360
To better understand your customers, this will be the new integration center. There was a nice demo on how custom creatives can also be built to make ads for display ads to the right audiences. No need for a designer as the interface is easy to use. And last, Instant reporting is also available. You can see the live video of the google marketing announcement here
As a Premier Google Adwords Partner in UAE. We are eager to try the above new changes and help our client’s performance. We are excited about many features which can improve marketing results.
