Last May 14th looked like Christmas for people working in the Google Ads environment. Google held its annual Google Marketing Live 2019 and it was jam-packed with announcements of some major changes coming up. By holding this keynote, Google is preparing web marketers to use their new products. One thing is sure: Google is putting all its efforts into machine learning – and it shows!
Here are the biggest announcements of the Google Marketing Live 2019:
1. DISCOVERY ADS WILL NOW BE BUILT WITH THE PRODUCT FEED DIRECTLY FROM YOUR WEBSITE.
Google launched Discovery Ads last September. However, at that time, they had to be created manually. Now, thanks to product feeds, Google is able to automatically create the Discovery Ad for you – which can be displayed on the YouTube and Gmail homepages as well as in the Google Discover feed. By focusing on machine learning they will, over time, offer the best products to their prospects.
TechStyle, a fashion retailer using the online subscription model, saw a 25% cost reduction per lead using Discovery Ads.
Stay tuned: this type of ad will be offered to advertisers later this year.
2. GALLERY ADS ON SERPS.
Google’s primary strength lies in its ability to leverage research intent. Google has decided to take it a step further by creating a more interactive and visually creative ad format. Gallery Ads will allow catchier images and unique descriptions.
Gallery Ads are created in a carousel format (like seen on Discovery Ads or Facebook). However, unlike Discovery Ads they’ll only be visible once on the first rank of the bid.
Gallery ads allow advertisers to present 4 to 8 images, a description of 70 characters per image and up to 3 different headlines.
3. SIGNIFICANT IMPROVEMENTS IN SMART BIDDING
Our campaign settings focus on machine learning. Here are three major improvements regarding smart bidding:
- Conversion objectives at the campaign level: Once the different types of conversions identified (newsletter subscription, purchase, lead, chat opening, etc.), campaigns can be associated with the desired conversion objective.
- Conversion action sets: It is now possible to optimize for a conversion action set.
- Seasonal adjustments: It will now be possible to force machine learning to adapt to seasonal fluctuations of our offers. For example, if the ABC brand sells a lot of skis during winter, but sells bikes during summer, we will be able to tell Google that there is a seasonality regarding the products.
4. BUMPER MACHINE
It is well known that videos are taking up more and more space in the advertising landscape. But only a few brands are able to make punchy content for 6, 15, 30 or 90 seconds.
Betting on the importance of the mobile and fast advertising, Google introduces the Bumper Machine. Using the Google Ads platform, the tool will automatically transform videos shorter than 90 seconds into 4 to 6 sequences of 6 seconds. The launch is expected later this year and will be offered at no additional cost. To test the finished product, we will be able to slightly adjust the sequences thanks to an editor in the tool.
5. PERSONALIZED AFFINITY & PERSONALIZED INTENDED AUDIENCES MERGE TO BECOME PERSONALIZED AUDIENCES
Google merges personalized affinity audiences and personalized intended audiences to create personalized audiences.
The ability to target prospects based on their interests and behaviors will soon fall under the umbrella of personalized audiences.
6. DISCOVER AUDIENCES WITH THE EXPANSION TOOL
If a particular audience works well, you will be able to use the brand-new extension tool to reach a target that looks or acts the same. This tool is very similar to the lookalike audience available on Facebook and LinkedIn.
For those of you who are quite unfamiliar with advertising on Facebook and LinkedIn, Google’s new audience expansion tool will allow you to increase the number of users who will see your ads while staying relevant – based on the data from your existing audiences that are already performing well.
7. GOOGLE SHOPPING BECOMES MORE… ACCESSIBLE
Like Instagram a few months ago, Google has revealed a new feature that allows users to buy directly from the Shopping interface. Users will still have the option to click on the website if they wish. Google also guarantees an easy return process and quality support to all buyers.
The goal is to make the online shopping process as easy as possible.
8. SHOWCASE ANNOUNCEMENTS AT VARIOUS PLACES
For those who are not aware, while a conventional Shopping ad leads users to a landing page, a Shopping Showcase ad opens a catalog of related products. Users are looking for inspiration and will have more choices.
In the coming months, Google will display Showcase ads in image search results, Discover search results as well as in YouTube search results.
9. LOCAL CAMPAIGNS AVAILABLE FOR ALL
Many users do their research on their cell phones prior going to the store. Google is using this trend to influence purchase decisions before the consumer even physically heads up to the store. It is the reason why Google is improving local campaigns; a type of semi-automated campaign that leads visits to your store on Search, Display, Maps and YouTube. Once your store locations, your ad text, a few images, a budget and a bid provided, Google Ads will optimize the broadcast of your local ads on its properties to maximize in-store traffic.