Google recently held its annual Google Marketing Live in San Jose, California where Google Executives announced several new initiatives powered by machine learning. Below is the rundown of the announcements. These new initiatives are available to use immediately and can help improve the way we do work as marketers and advertisers.
Responsive Search Ads
Originally launched as a beta in May 2018, Responsive Search Ads has been created to automate ad testing and give more real estate for advertisers to advertise core features and benefits that resonate with users.
This new feature is a ploy to give up manual A/B testing and add at least three ads per ad group which is more enticing for advertisers to opt for automated ad rotation. Here’s why:
Responsive Search Ads enables advertisers to enter up to 15 headlines, four descriptions, and up to 90 characters. Extending from Google’s key theme that machine automation will improve the user’s ad experience and drive stronger performance for advertisers, they’re incentivizing the use of responsive search ads by granting more real estate for the advertiser. In the search results, the search ads will show up to three headlines and two 90-character descriptions (as opposed to two headlines and a single, shorter description line of 80 characters). These results will automatically serve the combination that most closely matches the user’s search. The more varied inputs given, the more opportunities the ad group has to enter auctions based on the keywords from the inputs.
Google search engine has seen a 10X increase in the number of searches that relate to the phrase: “open near me.” Because of this increase, Google has developed a new campaign type called Local Campaigns that is aimed to drive “brick and mortar” visits. With a set budget, advertisers can set ads to automatically generate based on creative elements and local extensions.
The goal is to drive physical foot traffic from the Local Campaigns ads and report on store visits using anonymized and aggregated data from users who have opted to enable location history. Since 90% of purchases still happen offline, there is a high demand from advertisers who want to capture and measure those purchasing moments.
Mobile Landing Page Speed Score and Cross-Device Reporting/Remarketing
Google’s announcement of the landing is set to help advertisers better optimize web experiences for mobile users. The score is based on page speed and conversion rates ranging from ‘very slow’ to ‘extremely fast’ on a 10-point scale that will be updated daily. Click here to see if your web page is mobile-friendly.
Additionally, for the first time, advertisers will now be able to simultaneously have cross device reporting and remarketing in Google Analytics, providing a comprehensive detailed view for clients and customers. Essentially, advertisers will be able to build and deploy cross-device remarketing audiences to use in Google Ads in all campaigns across the web.
YouTube Brand Lift, TrueView for Reach, and TrueView for Action
YouTube is active to over 1.0 billion monthly users with more than 1 billion hours of watching videos every day. For YouTube campaigns, Google announced that advertisers will now be able to set new ad goals and optimize ad delivery to users who are most likely to consider taking an action after seeing a video ad.
YouTube Brand Lift
Google has created actionable metrics to measure the effectiveness and strength of brands through ‘lift bidding’, where survey and search data will be combined to measure how well users are responding to messaging and identifies where they are in the customer journey. Ultimately this will enable advertisers to better shift brand perception efficiently and effectively.
TrueView for Reach
TrueView for Reach campaigns will optimize ads for maximum reach, building on Google’s reputation to deliver on impression goals. Google revealed that 87% of YouTube’s six-second Bumper ads drove significant lifts in ad recall, averaging 20% across all campaigns. Advertisers will be able to create ads as short as six seconds, up to 30 seconds and will only pay when viewers watch through the end of the video or when an action is taken within the ad.
TrueView for Action
Within YouTube advertising, TrueView for Action is enabled to drive consumer action by placing a branded banner tailored to an advertiser’s call-to-action button within the ad. TrueView for Action will have an embedding form that will serve ads to videos and to help reduce conversion friction. Google presented a they conducted with Master Class, showing TrueView for Action campaigns increased their conversion sign-ups by 140%. This will be an effective feature for advertisers to drive viewers to act and engage with ads.
Key Initiative Takeaways
Google’s concept for machine learning tools has changed the way advertisers are able to do work, overall, within Google platforms. With these new initiatives, machine learning will further reduce the time that advertisers spend on programming and enable further customization for enhanced automation to help solve problems automatically; shifting the focus for advertisers and allowing them to think, work and plan more productively on ads.
To watch the full Google Marketing Live event, click here.