The keynote talk at Google Marketing Live today included the announcement of 16 modifications and additions to Google Ads. The lecture mostly focused on video ad enhancements, automation advancements, and a sneak peek at future technologies. Everything you need to know about today’s announcements is right here.
Video Campaigns
1. Video Ads Updates – More Ads In YouTube Shorts
On YouTube Shorts, worldwide, video action campaigns and app campaigns are now available. Product feeds will debut on YouTube Shorts later this year, making video advertising more shoppable.
2. Video Ads In Google Discover
Google is looking into bringing short video advertising to Discover that would blend in with the organic content.
3. Display & Video 360 Connected TV Campaigns
You’ll soon be able to use Display & Video 360 to construct connected TV campaigns across YouTube and other ad-supported connected TV apps to reach affinity, in-market, and demographic audiences.
Advancements In Automation – Performance Max Campaigns
Throughout the rest of the year, Performance Max campaigns will receive a series of improvements.
- A/B testing
- Expanded campaign management support in Search Ads 360 and the Google Ads mobile app
- Ability to optimize for in-store sales
- New performance data such as attribution, audience and auction insights
- Optimization score and recommendations
Updates To Insights Page
Google is rolling out three new reports to the Insights Page over the coming months. They include:
- Attribution Insights: See how your ads work together across Google surfaces.
- Budget Insights: Find new opportunities for budget optimization.
- Audience Insights: See show how your customer segments are driving campaign performance.
Improvements To Responsive Search Ads
Google is rolling out automatically created assets to responsive search ads later this year, which is designed to improve ad relevance. This feature generates assets automatically based on content from landing pages and existing ad units.
Responsive Display Ads: Mobile-First Layouts
You can now showcase your brand on full-screen vertical ad inventory with all-new mobile-first layouts. In addition, based on your product feed, Google is delivering scrollable advertising and videos.
Forward-Looking Features
Google announced a series of advertising features that it says are designed to build “resilience for the future of marketing.” Those features include:
- Conversion Lift Tests: Measure incremental conversions based on users and geography.
- Search Lift Tests: Measure the impact of your YouTube campaigns on driving organic searches on Google and YouTube.
- Google Tag: The global site tag will become the Google tag and get updated with new capabilities.
- My Ad Center: Google will allow users to select the types of ads they want to see more or less of.
In Summary
To sum up, the significant announcements made during Google Marketing Live, they were:
- YouTube Shorts will feature video action and app marketing.
- YouTube Shorts is getting product feeds
- Discover is getting video advertising.
- Video 360 A/B testing and connected TV advertising are coming to Display.
- Performance Max Campaigns
- Support for campaign administration in Search Ads 360 and the Google Ads mobile app has been enhanced
- Ability to optimize in-store sales campaigns
- New information on performance, such as attribution, audience, and auction insights
- All campaign categories will receive an optimization score.
- Reports from New Insights
- Assets developed automatically are being added to responsive search advertising.
- Responsive display advertisements will get a mobile-first design.
- Asset library at the account level
- Lift tests for search and conversion
- The Google tag will replace the global site tag.
- Users will be able to manage their ads using My Ad Center.