Highlights of the Google Marketing Innovations Keynote 2018
On July 10, Google’s department of Ads and Commerce held a Google Marketing Innovations Keynote. Senior Vice President Sridhar Ramaswamy discussed new ideas and insights that would help brands develop effective marketing strategies. According to Matt Lawson, Director of Performance Ads Marketing, the world’s top industry leaders would come together at the largest Ads Innovations event of the year.
There were some big announcements that were set to shift the way consumers experienced interaction with their favorite brands and here they are.
YouTube’s TrueView for Reach
Google revealed that it was going to release new options for ads on the world’s largest video streaming site, YouTube, which are set to align advertisers with their objectives, and deliver more accountability from advertising. The new TrueView for reach feature combines YouTube’s in-stream ad format with the traditional concept of buying based on impressions. TrueView is optimized for efficient reach and helps advertisers raise awareness among a diverse range of consumers with YouTube’s audible and viewable environment.
YouTube’s TrueView for Action
It leverages people’s preference for video ads and research that showed how a large percentage of people made a purchase after viewing a relevant video ad on YouTube. TrueView for action helps drive traffic towards your website, where they will engage in conversions. A call to action is visible throughout the video, and remains on the page, even after the video finishes.
The advertiser can customize the branded banner according to his goals. For instance, an ad for an airline can show the blue button ‘book now’. Alternatively, for any retail product, it would say ‘buy now’. Later on, Google will release Form ads to TrueView for action. This will help brands generate leads directly from the video ad they post on YouTube.
YouTube’s New Bidding Strategy: Maximize Lift
Companies can reach the right people using the new bidding strategy. The strategy will incorporate Google’s Machine Learning capabilities. Thus, they can target people who are likely to consider their particular brand after seeing an ad. All of YouTube’s new ad features allow retailers to accompany consumers along the entire conversion process. From reaching out to them, to giving a call to action, until the purchase process completes.
Google Addresses Machine Learning for Deriving Results
Google advertising has applied the characteristics of machine learning to help brands and advertisers deliver the most relevant result to a consumer at the exact moment that they are searching for what a particular brand can offer.
Optimized Ad Rotation
With this new feature, Google prioritizes the right ads within a single group of ads to help boost performance rates.
This optimizes a business’s bid in real-time by feeding in many signals as to what the intent and context of every search are.
Responsive Search Ads
These are flexible but simplify the process of creating and testing an ad. At the same time, it helps produce results as well. The ad incorporates machine learning to find and match various descriptions, as well as headlines, to give a consumer the best combination possible. This makes it simpler for brands to send tailored and customized messages to members of their target population.
These ads are also flexible; the number of characters in these ads has also increased. These searches will display up to three 30-character headlines, and two 90-character description lines. This gives brands a greater opportunity to better depict the features and benefits of their product. For instance, brands give Google 15 headlines and four description lines. Google Ads then converts this into three headlines and two description lines, all the while maintaining your brand message and boosting results.
The Landing Page
A large percentage of consumers decide not to make a purchase if loading times for a brand’s landing pages are too slow. Well, this is what Google has released to help them solve this problem.
Landing Page Speed Score
Now, a new column on the Google Ad’s ‘landing page’ page will feature a mobile speed score. This will tell brands how fast each of their landing pages loads on mobile devices, based on a ten-point scale.
Accelerated Mobile Pages
This is a feature that Google Ads support and is the best way that brands can charge the speed of their mobile landing pages.
Google Ads Lets Brands Measure the Impact of Their Marketing
Google Analytics has released a feature, Cross-Device Reporting and Remarketing, to help brands measure the success of their marketing campaign by viewing the impact on each consumer, across all of their devices. It reports insights derived from consumer activity that shows people visiting a brand’s sites multiple times from different devices.
Google Helps Small Businesses
The new advertising campaigns targeted towards small businesses, smart campaigns, have made the innovation of Google Ads, much simpler. Not only are these easier to use, they save time and focus on delivering the kind of results that small business owners truly care about. It allows small businesses to have their ads up and ready to go within just a few minutes.
Automatic Web Pages
Half of the small business owners in the US don’t have a website. However, even those that do, don’t have one suitable for ads. Therefore, Google is now automatically creating optimized landing pages that are tailored for ads. It takes up information about their products and services and creates a customized location featuring location and contact details as well.