Last Tuesday, Google hosted their annual ‘Google Marketing Live
’ and unveiled several updates coming to Ads, Analytics, and Platforms. These updates are inspired by Google Ads pillars of being valuable, transparent, and trustworthy. Hileman Group sat in and put together this list of the top 3 takeaways you need to know from the announcement.
1. Stop, Collaborate, and Listen
Teamwork makes the dream work, right? Google thinks so, as they are introducing Google Marketing Platform. The new Platform combines the functionality of Google DoubleClick and Analytics 360 suite into seven newly designed sub-brands.
If all those 360s are making your head spin, know that the biggest change is Google AdWords becoming simply, Google Ads. Search Ads 360 is the new name for DoubleClick Search. Display & Video 360 combines the DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center platforms (but is essentially the new name for a new DoubleClick). It also features a new creative workflow, helping to streamline the collaboration process.
After seeing great success in combining the utility of multiple products—like audience data from analytics to drive effective and targeted AdWords campaigns—Google is introducing the Integration Center to help you do even more of that. Google says “the new Integration Center helps you discover and easily setup valuable connections between products” and supports upwards of 100 integrations including some third-party tools. So when is this all expected to roll out? According to Google, sometime in the next few weeks.
2. Google Analytics reporting upgrades
Ever wondered if some of your customers were seeing an ad on mobile but converting on desktop? Or how much an individual is actually spending if they buy on both a desktop and a smart phone? Us too.
The great news is now you can know! Google has put together Cross Device reporting that will allow you to see when a user visits your site from two or more devices. To be transparent, this is all accomplished through anonymous personalized advertising, a choice users can opt-out of at any time.
3. Machines are taking over the world
Well…not really. But machine learning is changing the way we market. Google has rolled out a beta version of what they are calling ‘responsive search ads’; allowing marketers to supply up to 15 headlines and 4 descriptions with Google Machine Learning mixing and matching them into the combinations of 3 headlines and 2 lines of description that are the most likely to convert.
Google is also beta launching a new mobile landing page speed score. We all know consumers leave if a page takes too long to load, so a new 10 point scale has been created to measure just how long is too long. One tip to speed things up: Accelerated Mobile Pages
4. Bonus! New Campaign Types
Machines aren’t the only thing getting smarter, your campaigns are too. New, ‘Smart Campaigns’ are specifically designed for small business owners get more done and automatically create and optimize landing pages. Smart shopping campaigns automate product feeds to save online retailers a bundle of time. New, Local campaigns exclusively drive foot traffic to brick and mortar stores, and hotels also get their own Hotel Campaigns.
Not to be out done, YouTube is also launching new campaign objective types; offering TrueView for reach and TrueView for action—banner type ads that are shown below a video for the entire duration of the video.
So there you have it, the key takeaways from Google Marketing Live. We are excited to see these updates roll out over the coming weeks and months and can’t wait to use them to drive smart, integrated solutions.