Google Marketing Live 2019 Recap

 
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It was a fast start to the day as Google announced key new initiatives, product launches, and enhancements for Google Shopping, Google Discover, and YouTube (just to name a few) at Google Marketing Live 2019 in San Francisco, CA.  

Let’s take a deeper dive into some of the key announcements.

Google Shopping: 3 New Experiences

Google Shopping is more personalized than ever before with the ability for consumers to compare millions of products from thousands of stores all from one place.

Here are a few of the updates announced today:

New Google Shopping Home Page

With the new Google Shopping Home Page, users can expect personal recommendations from Google based on their previous searches, shopping lists, and recently viewed items. The new updates from Google Shopping will also be integrated into:

  • Google Assistant – the user can buy products with their voice or touch screen interaction on their Google device.
  • Google Search – relevant items will appear on a user’s query, allowing them to easily shop from the search page.
  • Google Images – Users can image search an entire outfit and make purchases based on the outfit inspirations they see on Google Images.
  • Youtube – Users can buy products that are shown in the video while the video continues to play.

You can expect all of these enhancements to be rolled out later this year.

Showcase Shopping Ads

Since its introduction in 2018, Showcase Shopping Ads allow brands and businesses to group related products together to help people discover and explore your brand. Google announced that over 80% of traffic from Showcase Shopping Ads to retailer sites are new visitors, meaning Showcase Shopping Ads are becoming an increasingly important tool for a modern company’s brand awareness.

Now, after the update, these ads will help the advertiser reach consumers looking for inspiration or ideas before they even begin the typical path to purchase.

Showcase Shopping Ads will also be expanding to more areas including Google Images, YouTube, and Google Discover.

Shopping Campaigns with Partners and Local Campaigns

Shopping Campaigns with Partners and Local Campaigns are also seeing major updates this year.

Shopping Campaigns with Partners lets retailers accept additional partners in Google Ads, and the brands select which of their products they want to promote.

As for Local Search, Google is expanding these campaigns that help the advertiser reach consumers as they’re looking for businesses in their area via Search, YouTube, Maps, and Display.

Google shows that Local Campaigns deliver an average 5x Return on Ad Spend (ROAS) from in-store sales.

Google illustrated the effectiveness of Local Campaigns through Dunkin’, who adopted Local Campaigns when promoting their new locations and beverage options. This led to a 4x increase in monthly visits coming from Google Ads.

Bumper Machine

Each month, YouTube has over 2 billion signed-in users watching over a billion hours of video. That’s a lot of people watching a lot of video content and subsequently, a lot of people watching a lot of bumper ads.

During the session, Google shared research that showed, when sequenced, six-second bumper ads, compared against 30-second ads, provide a 107% higher recall rate with a 134% higher purchase intent. That’s undeniably a significant increase.

However, six-second ads can be resource intensive and expensive to create. That’s why Google built Bumper Machine, Youtube’s latest video tool.

Created with these common restrictions in mind, Bumper Machine on YouTube takes a video (at least 90 seconds in duration) and provides several six-second clips back for you to choose from for your new bumper ads.

Bumper Machine, because of advanced machine learning, is able to recognize key moments in a video then pare it down to six seconds of mobile-first, user-worthy content.

New Ways to Build and Use Audiences

Google announced today that they will be merging Custom Affinity and Custom Intent Audiences into one solution: Custom Audiences. This is huge for marketers and business owners because it allows you to reach more of your ideal customers in a simpler, streamlined format.

Instead of thinking through where your customers spend most of their time or what keywords they are using in their search, you will simply begin describing your ideal customer and let Google take it from there. Google will then suggest the keywords, websites, apps, and more, relevant to your target audience.

Once you’ve created a Custom Audience, this audience can be used to serve campaigns across YouTube, Display, and GMail.

Additionally, you can use the new Audience Expansion tool to expand your Custom Audience to reach more people who possess similar audience’s traits to your ideal customer target.

You can also view reports in your Google Ads account on your modified and original audience, making it easy to optimize as the campaign is running.

Discovery Ads Campaign

The Discovery Ads Campaign has a similar framework as a Universal App Campaign in that it’s automated and multichannel.

A Discovery Ads Campaign takes the marketer’s uploaded assets, like copy and images, then creates and serves ads via YouTube, Google Discover, and Gmail. AI, or Machine Learning, is used to evaluate data points and signals determining where a consumer is in their purchasing journey. It then chooses what assets to serve the consumer, helping to move them further down the path to purchase.

These ads are served on your mobile device in the Google Discover feed of Google.com or in the Google App.

Charged on a Cost-Per-Click (CPC) basis, this campaign’s targeting is automated by the power of intent, or the signals Google picks up on from users’ past site visits, downloads, searches, and more.

The ultimate goal of this feature, and all of the other Search and automation features announced today, is to predict what the consumer will do next on their path to purchase.

Gallery Ads For Search

75% of users expect immediate results when using search on their mobile device which is why Google is rolling out a more interactive Search Engine Result Page (SERP).

Gallery ads will be featured in the number one paid position of a user’s results page. These ads will make it easier for you to communicate what your brand has to offer with a carousel of up to eight compelling images.

You can set up Gallery Ads by uploading four to eight images with a 70 character description for each. You will also be able to use up to three headlines to test which headline resonates with your consumer audience.

Images drive engagement and, during testing, ad groups that included a Gallery Ad unit drove 25% more interactions (through a paid click or swipe).

For now, this feature will only be offered on mobile but Google will be experimenting in the coming months across different platforms.

 

Bell Media is Alabama’s leading digital marketing agency, a 4x INC. 5000 Company and a Google Premier Partner. We serve local companies in competitive markets that have a need or desire to grow. Bell Media is in the business of predictable outcomes, fueling growth by driving customer acquisition and filling open capacity. We work hard to understand what success looks like to our clients, and passionately seek to achieve those results through collaboration and education.