On May 14th, Google hosted their annual ‘Google Marketing Live’ Ad Keynote and announced several new digital marketing products, and the new best practices accompanying these innovations. The Ad Keynote is an important event for learning new Google Ads features, how they work and how they will impact what we do every day in the near future.
If you missed the event, not to worry! We have put together this list of the top 5 key takeaways just for you.
1. Discovery Ads
Looking for new ways to reach your audience? If the answer is yes (and it should be), then be on the lookout for Google’s new Discovery ads, which will be available later this year. These ads will be placed on Google’s homepage in mobile browsers, and can also be displayed on YouTube’s home page and the Gmail promotions tab.
2. Gallery Paid Search Ads – Swipe, Swipe, Swipe
This innovation works exactly the way it sounds, allowing audiences to swipe through a gallery of product images that will appear at the top of search results. This image-based ad unit uses 4-8 photos at a time and has a text limit of 70 characters.
3. Need a New Bidding Strategy?
Machine learning was a topic discussed at last year’s Google Marketing Keynote, and continued to be relevant in this year’s event. Google utilizes machine learning currently for smart bidding, pulling patterns in data and making optimization recommendations based on these patterns. At the Keynote, however, a new bidding strategy was announced called “Maximize Conversion Value”.
This strategy involves 3 mains changes:
- Seasonal adjustments
- Adjusting values based on properties like if a lead is a member of an audience list
- Allowing conversion goals to be on the campaign level and using conversion sets
4. Meet the Bumper Machine
Bumper ads, the 6 second video ads that play right before a YouTube video begins, hold incredible marketing value. Yet, most marketers and businesses do not have the resources to create quality 6 second ads. Google is solving that problem with the bumper machine, a tool that can take any video shorter than 90 seconds and cut it into shortened bumper ads for YouTube.
5. Custom Audiences and Audience Expansion
Rejoice, marketers, Google is continuing to grow its position as an audience-based platform. This year they announced that they will be merging custom affinity audiences and custom intent audiences to become custom audiences. Google is combining the targeting ability of these audiences, targeting both interest and commercial interests, to be housed under one custom audiences targeting.
Google is also allowing marketers to reach more users with the new audience expansion tool. This tool allows you to reach more consumers who share similar behavior to users already within your custom audience. This allows you to maintain a relevant and quality custom audience while also reaching more qualified users.
This year’s Google Marketing Live updates were particularly centered on the core values of “Be responsible, be there and be useful”, indicating these updates will continue to allow us marketers to provide audiences with relevant and useful ad experiences. We are excited to see these updates roll out in the future and incorporate them into our own marketing efforts.