The Edit Blog

Highlights from Google Marketing Innovations keynote

ARTICLE BY Matthew Koroshko
READ TIME: 4 mins
16th July 2018

Tuesday saw Google’s Senior Vice President of Ads, Sridhar Ramaswamy, and his team, take to the stage to talk us through the latest innovations coming to Googles Marketing Platform in 2018. The Keynote covered everything from the recently announced rebrand of Google AdWords, to the highly anticipated Cross Device reporting on Google Analytics.

In case you missed it, here are our key takeaways from the keynote:

Goodbye Google AdWords…hello, Google Ads

Initially announced at the end of June, the rebrand of Google AdWords came as no surprise during the keynote. Effective from the 24th July, Google AdWords is becoming Google Ads – which will encompass all paid search, display and video products.

There’ll be no immediate impact for anyone who’s adopted the new AdWords (or should I say Ads?) interface. Although, if you’ve been putting it off, I’d suggest making the leap now as, come the 24th July, it’s likely the old interface will be inaccessible – especially as Google have warned us the switch date is coming this month.

DoubleClick is also seeing a rebrand to be part of the new Google Marketing Platform, alongside the Analytics 360 Suite. This becomes a single port of call to plan, buy, measure, and optimise your digital marketing activities. DoubleClick Search is becoming Search Ads 360, while Display & Video 360 will bring together the features from DoubleClick Bid Manager, Campaign Manager, Studio, and Audience Centre.

Google Marketing Suite will see a new integration centre to better connect the range of products within the suite.

New targeting comes to YouTube ads

Nicky Rettke walked us through the latest products coming to YouTubes advertising range – focusing on three new targeting methods:

  • TrueView for Reach: bringing the simplicity of impression-based buying to YouTube – this is ideal for driving awareness to a broad customer set.
  • TrueView for Action: optimised for driving website conversions, TrueView for Action will see video advertising paired with a prominent call to action linking direct to your website. We will also see Form Ads coming later in the year for lead generation goals.
  • Maximise Lift Bidding: will leverage machine learning to help reach people who are more likely to consider your brand after seeing an ad.

Supercharge your ad copy

Machine learning was the main talking point of the search ads section. Google’s push towards machine learning has been apparent over the last year, with increased smart bidding and optimisation already available. Google are now extending this to ad copy, with the help of responsive search ads.

These have been rolling out since beta testing ended in June and are already available to many advertisers. Responsive search ads bringing a level of multivariant testing to your ad copy optimisation.

Not only are Google giving us a helping hand with machine learning, they’re also rewarding our adoption with prime real estate – responsive search ads display up to three 30-character headlines and two 90-character description lines per ad.

By inputting up to 15 headlines and four description lines in to the ads, the machine learning algorithm uses multiple variations to find the optimal configuration based on the user’s search.

Cross Device reporting and remarketing

Clearly a product many have been waiting for, Anthony Chavez’s introduction of the new cross device reporting saw a cheer ripple through the audience.

The growth in mobile device usage has been rapid in recent years, making it harder to decide where to focus your marketing efforts. New Cross Device reports available within Google Analytics seamlessly combines data from people who visit your site across multiple devices, giving a concise view of how users are interacting with your site and brand.

This new way of reporting will allow for cross device remarketing audiences to be built and used across Google Ads. With a brief touch on privacy, only users opted in will be shown within the report and no first party data will be passed over.

The new Cross Device reporting will give more insights into users’ habits, enabling us to link moments together to gain a better understanding of our customers and where to focus our marketing efforts. For me, this was the highlight of the keynote and I look forward to unlocking its potential in the future.

Automated product feeds & smart shopping

Maintaining a product feed for shopping ads can be a manual and time-consuming process, so Google are bringing their automation to shopping campaigns. Automated feeds will launch later this year, crawling your website to create its own feed. This will open the door to advertisers who have been put off previously by the daunting prospect of setting up and maintaining their first shopping feed.

We saw smart shopping campaigns launch in May, these will take automated feeds one step further, by optimising your shopping campaigns to the goal you select, taking the manual optimisation out of shopping.

Third party integration with eCommerce platforms will also be coming to shopping campaigns later in the year, alongside new business goals to drive local store conversions and new customer acquisition.

New local campaigns coming to Google Ads

Aimed to help offline performance, the new local campaigns help drive in-store visits by linking directly to your Google My Business account to help build effortless campaigns. With minimal input, machine learning will do the rest of the work and optimise your campaigns to drive footfall and offline conversions.

An interesting keynote was delivered by Google this year, machine learning was again a common theme running through all of the new products announced, making adoption of machine learning and automation almost inevitable. If you haven’t already, its time to start taking advantage of machine learning and watch your campaigns grow!

 

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