AI drive automation is the future of advertising
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