If you are a marketer, a publisher, or an advertiser, and you missed this year’s edition of the Google Marketing live conference, this guide is for you.
The Google Marketing Live is an event hosted by Google for all marketers around the world to share ideas and highlight improvements made on the Google partner networks for marketers and advertisers.
This year’s Google Marketing live event was no exception; Google announced significant changes/additions to Adwords and Shopping Ads.
These additions are improvements in video ads, automation advancements, and new tools that will help increase click-through rates (CTR) for shop owners running ads.
Here is a recap of the Google Marketing Live conference 2022 for Marketers and Advertisers.
1. Ads in Youtube shorts
All advertisers withvideo campaignsshowing on Google partner networks, i.e. (Youtube & Search) will start seeing their ads on Youtube Shorts.
Google wants to ramp up its Tiktok competitor, Shorts, a year after its introduction to maximize video ad performance for advertisers worldwide.
This will assist advertisers in creating video campaigns that are fewer than 60 seconds long and can easily capture the interest of viewers scrolling through Shorts.
Later in the year, Google plans to showproduct feedsconnected to your video campaigns in Shorts: making video ads more “shoppable”.
Note:This is the first step tomonetization for Youtube Shorts, according to Google. Youtube will soon start paying creators to produce more content for advertisers to continue running video campaigns.
Big Winners:E-commerce shops(fashion, beauty, makeup, etc.) running video campaigns on google partner networks.
2. Video Ads in Discover
Discover in the Google Chrome app is where Google uses our interests gathered on google partner networks (search, Youtube) to suggest personalized content ideas and inspirations for us.
According to Google, they are exploring ways to include short video ads in discover to mix seamlessly with the organic content ideas being suggested.
Video ads in Discover wouldn’t look like ads, which may generally increase CTR.
3. New mobile-first responsive Ads
Publishers will start seeing new mobile-first layouts ofresponsive display adson their website when they start showing ads with Adsense.
The new responsive display ads from google will shown in fullscreen portraits giving advertisers a more clickable ad unit. This will help increase revenue for publishers.
Google is also announcing scrollable ads and videos to meet its long-term goal of bringing the shopping “experience” to Google networks directly.
4. 3D Models of products in search results
Merchants will soon be able to have 3D models of their products in search results. Buyers will soon be able to test things directly on their own with the help of AR.
This will be a very cool feature and addition to search results, giving buyers the ability to test the items they want to buy. Check out the gif below to see how it’s going to work.
5. Shop directly from the Google search results page
Shoppers will soon be able to shop directly from the Google search results page.
For example, when you see an item you want to buy in search results and you click on it, the item will automatically be added to your cart. The only thing you have to do now is to continue with payment.
Unlike before, where a clicked ad would take you to the item’s landing page for you to manually add to your cart. This will be a fantastic feature for merchants and will undoubtedly increase conversions.
6. Asset Library for Every advertiser
Google will soon be adding a newassets library for all advertisers in the Google ads web app. This will help advertisers add images/videos that are related to the campaigns they will be running.
7. Video Ads automation in Assets Library
Want to start a video campaign but you have no images? Google Adwords has got you covered. Google will now allow advertisers to create automated video campaigns from images they added to their assets library.
Images can be product images, logos, texts, etc. Advertisers will create 60 seconds video campaigns and run them on Youtube.
8. Performance Max upgrades
Performance maxis Google Adword’s most automated campaign goal. In the coming months, performance max will help advertisers increase ad performance with new tools and experimentation with campaigns.
These are some of the additions coming to performance max.
- new insights and explanations
- More Experimentation tools
- New in-store goals
- Optimization score and recommendations, etc.
9. Control of Ads experience
Later this year, Google will be launching myAds center, where users will soon be choosing the kind of ads they want to see more or less off, and control how their data informs ads they see across YouTube, Search and Discover.
You can now have your privacy in your hands and control your online experience. This will inform Google to streamline your data and show relevant ads to you.
Conclusions
Last yearGoogle announced performance max automationfor all advertisers in Adwords which has been a great addition to the campaign automation process in Ads. This year, Google is trying to maximize the performance of ads across its networks to increase the click-through rate for advertisers.
Meanwhile, not every new update announced by Google at the marketing conference 2022 will be relevant to all advertisers/marketers.
Most advertisers will see significant benefits in direct shopping from SERP pages rather than Ads on Youtube Shorts. This is because not all advertisers run video campaigns.
Also, advertisers should take keen note of how Google wants to increase the visibility of video ads. Businesses should take advantage of this and start making and running video campaigns.
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