9 Changes Coming to Google Ads
Google once again brought the heat with the highly anticipated ads innovation keynote at Google Marketing Live. Google uses the annual event to let business owners and marketers know what features and products they can expect to roll out in the near future.
Theme
Deliver relevant ad experiences to the right people at the right moments—all while being respectful of their privacy preferences.
1. Feed-based advertising gets a facelift with Discovery Ads
Google unveiling Google Discover this past September. Now, they’re introducing a new way to advertise on it. Discovery ads provide an open canvas for advertisers to engage consumers in a swipeable image carousel. Discovery ads offer plenty of reach—you can serve them across the YouTube home feed, Gmail promotions tab, and the feed in Google Discover. They also leverage machine learning to, over time, deliver the best ad to your prospects.
2. Immersive creative comes to the search network with Gallery Ads
Gallery ads exist in the carousel format and allow consumers to seamlessly swipe through your image creative. Unlike Discovery ads, they sit at the top of the search results page.
3. Big improvements to smart bidding
One of the three “meaningful revolutions” discussed at the beginning of the keynote was machine learning. Smart bidding, otherwise known as auction-time bidding, refers to Google Ads’ use of machine learning to optimize your bids for conversions or conversion value.
4. YouTube bumper ads for everyone, with video tool
It’s no secret that YouTube offers incredibly valuable real estate to marketers. Bumper ads—the six-second ads that play before the video starts. A series of three bumper ads leaves a much more memorable impression on consumers than a single 30-second ad does. Tool to make the ads Bumper machine. Residing snugly in the Google Ads interface, the bumper machine is a handy new tool that can turn any video shorter than 90 seconds into a collection of YouTube-ready bumper ads.
See this great infographic on bumper ad designs.
GrubHub has tested Bumper Machine tool to create a 6-second ad from a 13 seconds long ad.
The original 13 second video:An example of 6 second short Bumper video ad:
Weinstein suggested that both the smaller and giant advertisers and agencies can use Bumper Machine according to their requirements.
(see this helpful how to effort by Hootsuite)
5. Custom affinity + custom intent = custom audiences
Although the conventional wisdom is that Facebook Ads—not Google Ads—is the premier audience-based platform, that’s been gradually changing over the past few years.
6. Reach more prospects with the audience expansion tool
If you find that one of your custom audiences is working particularly well, you can use the brand new audience expansion tool to reach consumers who look and behave similarly to the people within that custom audience. Google’s new audience expansion tool will enable you to grow the number of consumers who see your offers while ensuring that those offers are relevant and useful to them.
7. Google Shopping becomes more … shoppable
One of the most prominent developments in the ecommerce world is the emergence of shoppable content.
8. Shopping showcase ads in new places
Google emphasized the importance of using visual imagery to inspire consumers whose search queries indicate that they’re hoping to discover new products. A showcase shopping ad brings them to a catalog of related products. The idea is that these users are searching for inspiration and, therefore, can benefit from exploring an array of options.
9. Local campaigns available for everyone
You’ve heard it a hundred times already, but it bears repeating: consumers do research on their smartphones before going to physical stores. Deliver some of those killer, relevant ad experiences that Google harps on.
That’s why they’re rolling out local campaigns—a semi-automated campaign type that promotes your brick-and-mortar store across Search, Display, Maps, and YouTube—to all advertisers. Example tiny house ad while looking for furniture.
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