Evolution of advertising on the web: quick review
At Rablab, we know that the world of online advertising is changing so quickly that it’s hard to stay up-to-date. In fact, the web giant Google recently announced several new features for the next year. Fortunately, we’re one of the few Google Premier Partner agencies in Canada, and we can help you get the most out of web marketing. Here are a few tips that will help you target potential customers on the web and entice them to do business with you.
TARGETING CUSTOMERS BY CUSTOMIZING YOUR AUDIENCES
Until now, Google’s advertising tools let you target your ads by type of audience (common interest) or by intent (common interest in a product or service). But that was before! Google is now merging the two to create the Custom Audiences. No more restrictions! You will now be able to target your audiences according to their interest AND their behaviors.
IN SEARCH OF NEW CUSTOMERS
An advertising campaign must reach as many people as possible. Google’s new audience manager tool will allow you to leverage customized audiences to reach like-minded consumers. The result? Your offers will be seen by more consumers, but above all by the right consumers! The tool selects in real time your potential customers for you to get the maximum effect.
NEW IN WEB FEEDS
Thanks to Discovery Ads, a tool integrated with Google Discover that increases the reach of ads on the YouTube home page, on the promotion tab of Gmail and on the Google Discover feed, ads in web feeds are in a constant evolution. Based on machine learning, Discovery Ads targets users when they are most receptive to show them your ad at the best time!
AN IMAGE IS WORTH A THOUSAND WORDS, ESPECIALLY AT THE TOP OF THE PAGE!
Gallery Ads is a new way to leverage potential customer searches to increase interactions and clicks on your ads. The principle is simple: a potential customer enters keywords relating to your products and services into the search engine, and a carousel of images and immersive advertising texts is displayed at the top of the page!
This year, Google is enhancing its smart auction system, which optimizes bids to competition using machine learning from Google Ads. Soon, we will be able to easily optimize all bids according to a single conversion goal, create a set of actions for each campaign, or even temporarily adjust bids during a sale or event that could increase conversions.
YOUTUBE AND ADVERTISEMENT
If you’ve ever watched content on YouTube, you know about bumpers, those six-second mini-ads that play before videos. To help businesses that don’t necessarily have the means or the resources to prepare such announcements, Google is launching its bumper machine this year, which converts any video under 90 seconds into a series of consistent bumpers to use as is or to edit with the tools provided.
SHOP… BEFORE GOING TO SHOP
Today, consumers first shop with their smartphones. You must therefore influence them before they even set foot in your store. This is where local Google Ads campaigns come in. Just provide your point of sale address, advertising material, auction and budget, and let Google Ads optimize it all, across all Google properties, to maximize visits to your store.
ONLINE WINDOW SHOPPING?
Some people go online to find inspiration and discover new things, not just to buy. Google has understood this, and is therefore launching the Showcase Shopping ads. Internet users will now have access to a whole series of related products without being limited to a merchant’s page. They will be able to explore all the available options!
We always want our customers’ shopping experience to be as smooth as possible. With this in mind, Google is launching its Google Shopping advertising project in image search results. Now users will be able to shop directly in the Shopping interface (with great customer service and easy returns), or, of course, be directed to your site.
Still have questions or need assistance? Rablab is here for you! We will be happy to work with you to create profitable strategies for your business.