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Top updates from Google Marketing Live 2019

Top updates from Google Marketing Live 2019

By Dimitrios Kypriotis

Last week Google had their annual Marketing Live event, where they share the latest updates, innovations, and changes to their marketing stack. In previous years the focus has been around the new UI, AI and other ad innovations. This year they have announced a host of new ad formats, campaign functionality and tools to help marketeers improve ad performance.

 

So, after watching the event, here are my top takes from it:

Gallery Ads

Google have repackaged older ad formats such as image extensions and visual sitelinks with the introduction of gallery ads. This gives the opportunity for Search Marketers to further expand their creative side by creating ads with engaging pictures. After all, as the quote goes “a picture is worth a thousand words”. In our case we’ve got 4 to 8 images to play with.

Gallery Ads work like a carousel that sits at the top of the search engine results page (SERP). Consumers can swipe through images in order to better understand the products or the services they’re looking for. To make the Gallery Ads even more appealing, whilst further qualifying traffic, Google have allowed us to add a 70-character tagline with each image and up to 3 headlines for call-to-action testing. I don’t know about you, but speaking for myself, I can say that I am more than excited and looking forward to the Gallery Ads launch later this year!

Credit: Google Ads Help, 2019

 

Discovery Ads

 

But what about display marketing? Over the last couple of years, Google has given more and more emphasis to display. With that comes the introduction of Discovery Ads:

 

“Discovery Ads are a new way to reach people across Google properties in the moments when they’re open to discovering your products and services.”

 

In a few words, it’s a new type of display ad that will be shown on the search engine’s home page in mobile browsers (Google’s ‘Discover’ feed), YouTube’s home feed and in the Gmail promotions tab.

 

And here comes the big question. What about the specs?

 

In order for the display advertisers to create a discovery ad, they only need a landing page URL, at least one landscape image and one logo image and they can experiment with up to five headlines and descriptions.

 

Credit: Google Ads Help, 2019

Strategies and tools

Since the introduction of the new Google Ads UI last year, Google have introduced a host of new features making it easier for marketers to get their ads up and running. This year they have introduced new strategies, adjustments and tools helping advertisers to improve their activity!

Here are a couple of points that we could thank Google for introducing:

1.      Campaign-level conversion goals to optimise all of our bids within the campaign for that goal.

2.      Conversion action sets to create a set of desired conversion actions.

3.      Seasonality adjustments to optimise our bids during a specific time period and automatically return to normal after our cool holiday sale discounts!

4.      Performance Planner to create a projected budget plan with either clicks or conversions as the key metric.

5.      Bumper Machine to turn any video shorter than 90 seconds into a collection of YouTube-ready bumper ads.

 

 

Google Shopping Updates

From the Gallery ads and Display announcement it is clear that Google has understood the power and potential of imagery. For this reason, showcase shopping ads expand to the image search results, the discover search results, and YouTube.

Showcase Shopping Ads will feature a main image and smaller images, but they could be also used to offer multiple products selected by the retailer. The ads will also display the sellers that are nearby and offer the featured product(s) in-store.

 

It seems Google wants to take on Amazon and Instagram. They will be introducing a checkout process which will enable online shoppers to make purchases directly within the Shopping interface. This should significantly increase conversion rates and return through the channel.

Credit: Google Ads Help, 2019

 

App Deep Linking

With App Deep Linking, if a user has an application installed, they’ll be taken into that app, and to the specific page, straight from Search, Shopping or Display campaigns.

Google will also offer better reporting on these conversions with Google Analytics for Firebase.

Credit: Google Ads Help, 2019

 

Local Campaigns

Google introduced local campaigns which are a semi-automated campaign type that promotes physical stores across Search, Display, Maps, and YouTube to every advertiser.

You will need to fill out the store locations, create ad copy, include a couple of images and Google will optimise ad delivery across its properties to maximise physical traffic to the specific  stores.

Credit: Google Ads Help, 2019

Custom Audiences

Custom Audiences merge custom affinity audiences and custom intent audiences in order to target consumers based on their interests and behaviours.

Apart from that, we can use the audience expansion tool to reach consumers who look and behave similarly to the people within that custom audience.

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The Author

Dimitrios Kypriotis

Dimitrios Kypriotis

Junior PPC Executive

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