Having watched this year’s Google Marketing Live Keynotes, we thought it would be useful to compile a summary of the key takeaways as an advertiser on Google. This post outlines the main changes in ad innovation that will affect us as advertisers. Whether you are a business owner or digital marketer like us, read on to stay ahead of the game!
Google is allowing search to be done from anywhere in any way, with the vision to change the way people search for and engage with information, to better replicate how people naturally obtain information and observe the world.
To find information about what you hear, see and experience by typing keywords, questioning with voice and searching with camera. These tools can be used separately as well as together as part of the new Multi-search tool, where a person can combine search options to find what they are looking for in more than one way.
Effectively, users can search with a picture and a question, such as a picture of a plant and the question “what is this plant called?”
Google is allowing people to explore information more intuitively, by providing searchers with a feed of visual and engaging ideas where information can be found in more appealing and browsable ways.
The stream of endless related visual ideas and inspiration that can be expanded into related topics or shrunk down into specific detail, to satisfy online curiosity through images, articles and videos.
For advertisers it is not just about showing up for the correct search terms but providing valuable and visual content that the people are looking for along their exploration. This allows advertisers to be more creative and reach customers in new ways. With a more visual experience, will come more visual ads, designed to be more inspirational and engaging.
This will allow advertisers to leverage their visual access and explore more opportunities to attract the attention of their target audience with more immersive and visual ads.
The Potential of Video
The potential of online video advertising is growing, with daily video watch time increasing by 34% in the last two years and over 30 billion average Youtube Shorts video views a day, 4 times more than last year, advertisers have an opportunity to reach customers in new ways.
Ads can now be run using YouTube shorts, and are now included as an automatic feature of all video and app campaigns. Video ads will also be tested on Discover as a more engaging and interactive experience for users.
For advertisers it is important to remember how your ads will be delivered to its audience – in a more visual, natural and engaging way. With this in mind, it is vital to create inspiring and informative content that will stand out.
Advertisers can now reach people as they watch videos on connected TV using google audience in display and video 360. This will also work across other ad supported tv apps. Connected TV campaigns will be able to be powered using affinity, in-market and demographic audiences just like with other digital ads.
With video ads running on connected TV, YouTube Shorts and Discover, it is vital for advertisers to consider using video in order to get in front of their target audience now and in the future.
Driving Results With Automation
AI driven advertising is our future – therefore it is important that we feel comfortable utilising automation to drive results. In order to do this we need to understand it more.
The automated campaign, Performance Max has achieved great results for many however it has lacked transparency and usable insights. To rectify this, Google has developed experiment tools for Performance Max allowing advertisers to run an A/B test to measure the incremental uplift of each campaign.
There will also be insights and explanations produced within Google ads to help advertisers understand how automation is working, what is working and why.
The Performance Max campaigns will now be included in the optimization score which will allow advertisers to ensure their campaigns can reach their full potential. As well as this, Performance max campaigns are now supported in Search 360 and the Google ads mobile app to allow flexibility in managing them.
For advertisers, these updates should increase understanding, levels of optimization and overall results with the help of automation.
Privacy Safe Digital Marketing
Measurement must change in a privacy safe future. Some of the tools we used to measure online performance in the past won’t work anymore. Digital advertising will therefore need to be rewritten to fit the new normal.
Google’s goal is to build tools we can trust that can measure performance in a privacy-safe world, in order to remain resilient as user privacy changes in the future.
This year advertisers will have the ability to run search and conversion lift tests including geo experiments in google ads and in display and video 360.
Data-driven attribution is now easier to use than ever. This year it was made available regardless of conversion volume and is now the default attribution model for most new actions.
Users will be able to use My Ads Center, scheduled to launch later this year, to control how the data informs the ads they see on Search, YouTube and Discover. They can opt to see more ads on topics or brands they are interested in and opt to see less on ads they don’t wish to see.
This should boost trust in online advertising and means that as advertisers we can be sure we are talking to an engaged and relevant audience.
Advertisers can combine third party data with automation in a privacy safe and utilise new customer acquisition through customer match, which will be brought into other campaigns later this year.
Google is improving their MMM (Marketing Mix Modeling) data platform to understand the impact of media sooner and a range of other models to assist advertisers in reaching their audience in a privacy-safe way.
Tagging will also be simplified with the introduction of Google tag.
Progression In Machine Learning
Machine learning processing speed has increased 10x over the last year. Machine learning is now 50% better at understanding human language than before. Broad match has benefited from these developments by using machine learning to match keywords to user intent and has proven to be more effective than ever.
So we can see for ourselves, Google has launched a one-click experiment for advertisers to test the use of broad match keywords combined with smart bidding strategies to see how to work for their campaigns.
Later this year Google will launch Responsive Search ads to use text content and images directly from landing pages to address a customer’s unique search. Advertisers will be able to review these assets to ensure they are brand aligned and exclude any that are not appropriate.
Customers can directly message businesses using Google Business Messages and by the end of this year, customers will be able to message a business directly from their search ads.
Using the asset library all advertisers will be able to source, upload and organise ad assets to make utilising them simpler. Soon it will also be possible for advertisers to create and upload videos directly within the asset library.
Changes In Insight & Analytics
With the implementation of GA4, Google’s goal is to allow us as advertisers to better understand our customers behavior in this increasingly complex marketing landscape. The new intelligent home experience automatically uncovers valuable insights for you.
The insights page in google ads highlights real time trends and opportunities for your advertisement. Advertisers can also see what is working via the new attribution insight, designed to quickly see campaigns that are helping customer along the whole journey.
You can also view budget insights to see how your campaigns are utilising their budget and if there is opportunity to move it to produce better results for the same overall cost.
Audience insights with first party data can be used to view more about your customer lists and the conversions they are driving, highlighting opportunities to make improvements.
Soon the optimisation score will be made up of all campaigns in Google Ads which will allow advertisers to prioritize changes more effectively and get the best out of all campaigns in Google Ads.
We hope this was a helpful read. Let us know what you think of these changes in the comments below!