What You Missed At Google Marketing Live
Five announcements that marketers need to know to navigate today’s rapidly shifting advertising landscape From product feeds and TV campaigns to the ability to optimise campaigns for in-store sales, the recent Google Marketing Live event unrolled a slew of changes and additions to Google Cloud that can have a major impact on advertisers. Here are […]
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Five announcements that marketers need to know to navigate today’s rapidly shifting advertising landscape
From product feeds and TV campaigns to the ability to optimise campaigns for in-store sales, the recent Google Marketing Live event unrolled a slew of changes and additions to Google Cloud that can have a major impact on advertisers. Here are five important announcements that you may have missed.
Source: Google
Video Ads Updates
Video action campaigns and app campaigns are rolling out on YouTube Shorts. Later this year, product feeds will show up on YouTube Shorts to make video ads more shoppable. Designed to improve ad relevance, it is launching automatically created assets to responsive search ads later this year. Google is also exploring ways to bring short video ads to Discover, fitting in with organic content.
Advancements In Automation
Several updates of Performance Max campaigns will be rolled out throughout the year. Some of them include A/B testing, expanded campaign management support in Search Ads 360 and the Google Ads mobile app, optimisation for in-store sales, and new performance data such as attribution, audience and auction insights.
Advertisers using Performance Max and a product feed will be able to drive more loyalty sign-ups across YouTube, Display, Search, Discover, Gmail and Maps, Google announced.
All New Asset Library
An account-level Asset Library can be used to store all your digital creative assets. One will have the option of creating video ads using YouTube-optimised templates.
3D Models
According to Google, “Augmented reality (AR) on cameras gets us close, and shoppers are ready for it. More than 90 per cent of Americans currently use, or would consider using, AR for shopping.” Merchants will soon have the ability to have 3D models of their products appear directly within the SERP.
Forward-Looking Features
Google announced a series of advertising features that it says are designed to build “resilience for the future of marketing.”
Those features include:
- Conversion Lift Tests: Measure incremental conversions based on users and geography.
- Search Lift Tests: Measure the impact of your YouTube campaigns on driving organic searches on Google and YouTube.
- Google Tag: The global site tag will become the Google tag and get updated with new capabilities.
All details are unclear at the moment, but Google said more updates are coming in the second half of 2022.
