Yesterday, the annual Google Marketing Live event was in San Jose. I, Bert van Dijk Product manager Search Advertising, have written this blog during the live stream. Because we wanted to inform you quickly on all new features, the blog is in English to save translation time.
The vice president of ads starts the event. The fifth time this marketing event is happening and he is going to try to make it as personal as the first event, five years ago, with 100 people. Actually he is using this personalization as a bridge to start about ads and what they should be. According to Google Ads should:
- Add value;
- Be transparent;
- Be trustworthy.
Advertising at its best always puts the customer first. The innovation at Google always focuses on valuable ads, transparency and being trustworthy. A feature like “mute this ad” in the display network is showing this eagerness. (According to the vice president of ads)
Be there and being useful is getting more and more important. People are getting savvier and more demanding. People are looking for “things to do tonight” (searches doubled) and mobile experience expectations are increasing and increasing. Searches with “near me” on mobile are increasing enormously. “Open near me tonight” searches increased 10x.
Everybody knows Mobile is increasing in popularity and time spend per day. Digital is no longer the underdog in media planning, it is a meaningful part of the (potential) customers and marketers life. People are getting annoyed with slow sites, intrusive ads which lead to connections without meaning. You have to focus on adding value, transparency and being trustworthy. That’s why Google is focusing on valuable advertising for everyone which should be mentioned as meaningful assistance for everyone.
People expect that you know what they want at each moment. Sometimes they even expect you to tell them what they need. Consumers turn to Google to ask questions and show intent on all Google products they use daily and therefore Google has lots of data on its users.
Advertising is becoming more valuable, ads are no longer blue links. They have evolved to images, reviews, pricing and available inventory in stores nearby. On YouTube, brands are able to advertise their products through video with shopping ads to people who are looking for the best stroller or other products. To be trustworthy and transparent Google is giving its users access to their own Google ads settings. By doing this, users can choose their own ads settings that will avoid that they are bothered with ads they don’t want to use. In this way Google is valuable, transparent and trustworthy.
Hereby a screenshot of my own ad settings:
All other is a bit too personal to share;)
Solutions and elements that were presented yesterday at Google Marketing Live:
- Machine learning to show relevant ads;
- Performance on Youtube;
- Campaign types that are easier to set-up for starting advertisers and small business;
- How retailers can drive more sales, offline or online;
- Stronger collaboration between the Google products.
Better results, Performance for YouTube by Nicky
Nicky started the event with “Better results”. Advertising is all about better results. This is going further than just a keyword and a bid. It is about being relevant for the consumer as relevance drives results. Being relevant starts with understanding customer intent. Nicky gave us insights in new functionalities on YouTube, with Performance for YouTube.
1.9 billion Visitors sign in to YouTube every month. Every day more than 1B hours of video is being watched. People continue to go to YouTube to get information and make decisions about purchases. Advertising on YouTube has proven to increase sales in stores and to have high value. To give you more options to increase performance on YouTube Google will add 3 new bid strategies on YouTube:
- Trueview for reach;
- Optimize for efficient reach;
- TrueView for action.
Besides those 3 options, also “maximize lift bidding” is a new bid strategy to increase the brand uplift. This strategy will be launched in the second half of this year.
TrueView for reach and TrueView for action are already available, and will continue to be supported by Google ads and Google Marketing platform.
Machine learning by Anthony
Next up was Anthony about Machine Learning. On Google, consumers expect an ad to be valuable, useful and applied to their needs. Google can help advertisers with this. Machine learning is already used within a lot of search possibilities like ad rotation, DSA and smart bidding.
Responsive search ads was launched on Google Marketing Live, although it was already available, as a new ad functionality. You can add multiple headlines and descriptions and machine learning will mix and match headlines and description. The ad contains off:
- Three 30 character headlines;
- Two 90 character description lines;
- Which leads to 90% more text than a regular ad.
How does this work? You give Google 15 headlines and 4 description lines. Googles uses 3 headlines and 2 descriptions for each ads. All English advertisers can use this functionality within the upcoming months.
Mobile page speed
However, ads are the first step. Knowing that most traffic is coming from Mobile and more than 50% would not make a purchase on a site that is loading to slow, you have to optimize for mobile page speed! Landing page speed score is helping you giving insights on your mobile scores. You can test all your landing pages and it will give you a 1-10 score. It’s based on multiple factors and the tool will show you landing pages you should optimize for mobile and it’s updating daily. Also accelerated mobile pages can help you increase the speed of your mobile pages.
Cross device reporting and remarketing in Google Analytics
Next to ads and page speed, it is extremely important to measure your marketing efforts because measurement is making your business successful. Measurement is getting more complex due to the fact that consumers use a lot of devices and have cross device activity. That’s why Google introduced yesterday: Cross device reporting and remarketing in Google Analytics (only using aggregated data of consumers who gave consent for using their data). For the first time you can get a consolidated view on how people are using your website on multiple devices. With these insights you can make better decisions on your marketing efforts. With this product Google tries to help you connect with new and more relevant customers.
Next in line is Kim about Simplicity
Kim had a winery for 9 years and needed a partner to help her with advertising so they could focus on their craft. Small business owners quickly end up in doing accounting, advertising, marketing etc. instead of focusing on their craft. That’s why Google is increasing simplicity with Smart campaigns. Smart campaigns can be set-up in a few minutes. In this way ,small business owners can focus on their craft and Google can help them with a few clicks to reach new customers in search, display and apps. Using smart campaigns for small business owners, you can do what you like and increase your business with low effort. Smart campaigns is just one way Google helps small business. Next to this they offer “Grow with Google” which is a training for small businesses. They also help to get you listed in Maps etc. We advise you to use smart campaigns if you are a small business and want to free up your time.
Phil came up to tell more about, you guessed it, Machine learning with automated feeds.
Also Phil started with the fact that mobile is increasing and that consumers are searching and researching on mobile through Google. Video, blogs and more content is used for inspiration and information. How should you show the right product to the right person at the right time? It starts with getting your products online. That’s why Google introduced “Automated feeds” which scrapes your website and automatically create a feed with your product data.
Smart shopping campaigns
The next step, after generating a feed, is building an effective campaign that serves your product at the right time. In May “smart shopping campaigns’ were launched. This reduces the complexity of managing shopping campaigns and increases your results. For small businesses this can help enormously to quickly start with shopping campaigns.
Next to this Google also started with linking Ecommerce platforms with Google Ads and Merchant Center like Shopify. Google also introduces new business goals for shopping campaigns. A lot of people start online and buy offline. This is why Google introduced two new goals to smart shopping campaigns:
- Driving visits;
- New customer acquisition.
There can be times that you only want to drive foot traffic to you stores. This is where “Local campaigns” can help. This campaign type helps you to drive traffic to your stores. You should start with linking your Google My Business to let Google know your business location. Then you have to add your daily budget and add creative assets. Last but not least add your videos. With this input Google automatically optimizes your campaign to increase store visits through all Google properties with machine learning.
Hotel campaigns will be launched in Google Ads and will make it easier than ever to book hotels for hotel sites or travel companies. With this campaign you can increase the number of booked rooms easily.
Next up: Payam about Google Marketing platform
Technology should make collaboration easier for everyone. If teams can collaborate better you can increase relevant advertising. This is why Google Marketing Platform is coming to live. This will help you to buy, optimize and visualize your marketing efforts.
DoubleClick products will also be included within the Google Marketing platform and DoubleClick will no longer exist, say what? There will be a few new product names:
- Search ads 360;
- Display & Video 360.
Google Marketing Platform is about better understanding your customers. That’s why Google added the “Integration center”. The new integration center can connect the Google products in a few clicks. In this way you can connect Display & Video 360 for instance to Analytics 360 to use Analytics audience within your Display and Video campaigns. By doing this, you will be able to increase relevancy of your ads.
Data and insights will get in the middle of your organization with using this platform. All marketers should get tools to help teams work better together. One way Google tries to help you is by adding the “Workflow” functionality in Display & Video 360. A demo was given on stage. Hereby a textual version of the demo:
- The campaign manager can create a campaign, add the goals, budgets etc.
- Next, the campaign manager can invite the Creative manager who can include multiple variants for several audiences within Display & Video by using templates in which he can insert his own assets. Each variant can be added to the audiences that were created by the campaign manager.
- The media planner then steps in and can pick inventory that will help reach the goals of the campaign. This was a painful process before. However, this is now pretty easy within Display & Video 360.
- The campaign is live and you think it is done. Nope, reporting should be added. The new feature “Instant reporting” will help you with reporting. You can create custom reports which will give you the output instantly because the reports are much faster.
Google marketing platform and those new features will start rolling out to all customers in the upcoming weeks. These are the first step in the new platform and we are excited to start using it!