Google Marketing Live kicked off today with a keynote that included an announcement of 16 changes and additions to Google Ads.
The keynote focused on improvements in video advertising, advances in automation, and previews of forward-looking technologies.
Here’s everything you need to know about today’s announcement.
Video ad update
More Ads in YouTube Shorts
Video mobile and app campaigns are now available globally on YouTube Shorts.
Later this year, product feeds will start appearing on YouTube Shorts, making video ads easier to buy.
Video Ads in Google Discover
Google is exploring ways to bring short-form video ads to Discover, which would blend seamlessly with organic content.
Display & Video 360 Connected TV Campaign
Soon, Display & Video 360 will allow you to create Connected TV campaigns to reach affinity, in-market and demographic audiences on YouTube and other ad-supported Connected TV apps.
Advances in automation
Highest Performing Campaign
A series of updates to the Performance Max event will roll out throughout the rest of the year. They include:
- A/B testing
- Expanded campaign management support in Search Ads 360 and Google Ads mobile apps
- The ability to optimize in-store sales
- New performance data such as attribution, audience and auction insights
- Optimization Scores and Recommendations
Insights page update
Google will roll out three new reports to the Insights page in the coming months. They include:
- Attribution Insights: Learn how your ads work together on Google platforms.
- Budget Insights: Find new opportunities for budget optimization.
- Audience Insights: Understand how your customer base drives campaign performance.
Improvements to Responsive Search Ads
Google will roll out automatically-created assets to responsive search ads later this year, designed to improve ad relevance.
This feature automatically generates assets based on the content of the landing page and existing ad units.
If you opt in, Google Ads will display the best mix of provided and automatically created assets.
Mobile-first layout for responsive display ads
A brand new, mobile-first layout will allow you to showcase your brand in full-screen vertical ad inventory.
Additionally, Google will serve scrollable ads and videos based on your product feed.
New Asset Library
A new account-level asset library is available to store all of your digital creative assets. Soon, you’ll have the option to create video ads using YouTube-optimized templates.
Optimizing Score Extensions
The Google Ads optimization score is expanding to cover all campaign types for advertisers around the world.
prospective features
Google announced a slew of ad features it said were designed to build “resilience in future marketing.”
These features include:
- Conversion Lift Test: Measure incremental conversions based on users and geography.
- Search Lift Test: Measure the impact of your YouTube campaigns in driving organic search on Google and YouTube.
- Google Tab: The global site code will become the Google code and be updated with new features.
- my ad center: Google will allow users to choose the types of ads they want to see more or less.
anyhow
To sum it all up, here are the main announcements from Google Marketing Live:
- YouTube Shorts Coming Soon to Video Action and App Campaigns
- YouTube Shorts Coming Soon to Product Feed
- Video ads are coming to Discover soon
- Display & Video 360 Coming Soon to Connected TV Campaigns
- A/B testing is coming to Performance Max
- Expanded campaign management support in Search Ads 360 and Google Ads mobile apps
- Ability to optimize in-store sales activities
- New performance data such as attribution, audience and auction insights
- Optimization score for all campaign types
- New Insights Report
- Auto-Created Assets in Responsive Search Ads
- Responsive display ads with a mobile-first layout
- New account-level asset library
- Search and conversion lift testing
- Global site tags will become Google tags
- My Ad Center will allow users to control the ads they see
source: Google Ads Help
Featured Image: Tada Images/Shutterstock
