At last year’s annual Google Marketing Live event, the Google team let business owners and marketers know about the features and products that were about to roll out during 2019 for Google Ads. There was a lot to tell, as always when Google is in the mix. We’re going to look at the alterations and additions starting in 2018 and continuing into this year. Then we will explore this galaxy and beyond! Well, we will not be taking off into space, but we will take a peek at some of Google’s up and coming improvements.
Google from 2018 to 2019
1. YouTube Lead Ads
One of the changes that made many companies cheer was YouTube lead ads. Facebook lead ads have been successful for some time. But now, Google introduced its lead ads using YouTube, which will also appear in the mobile search results page. Mobile tools are where at least 80 percent of traffic generates, says Google Search Report. What makes this change so worthwhile is the fact that users are targeted based on previous content consumption pattern, and that fact makes the forms more relevant. The results also offer users faster loads and a Better User Experience.
Here are a few more reasons everyone is so excited about this semi-new feature:
1. In the world of digital marketing, the best thing a business can garner is leads.
2. High-quality leads result in YouTube lead ads.
3. When owners ongoingly increase the quality of their potential customers, they will acquire a higher rate of conversion.
4. Business owners who respond to their leads as quickly as possible are likely to gain new customers.
5. Business owners who follow up on potential buyers immediately will reap the rewards.
One company that assists customers with their pensions said that by using YouTube lead ads, they saw a 20 percent decrease in cost-per-lead and three times more sales-ready leads.
2. Easier Opting Out of Ad Personalization
The core values that dominated the Marketing Live event of 2018 were value, transparency, and trust. Outside of the buzzwords already popular (machine learning, frictionless), the keynote focused on innovation across all Google advertising products emphasized the stated values.
One of the quasi-new features was the ability of businesses to put a stop to advertisers who tailor your individual experience. “Why is this a good thing,” you might ask? This action is a way for Google to come across as more trustworthy and work toward keeping users engaged and pacified.
According to the New York Times, after shopping for a product online (let’s say a watch), users are now “followed everywhere by advertisements for watches. If a shopper ends up purchasing the watch, he or she will continue to be tracked by the unwanted, and now unneeded, watch ads. While some feel that at least these ads are representing something you might want to buy, others call the ads creepy and annoying.
Fortunately, now users can opt-out of these kinds of ads on Google and other sites.
3. What Used to be AdWords Became Google Ads
Now Google’s abundant ad products will be divided into three new units:
Google Ads (which took the place of AdWords)
Google Marketing Platform (allows enterprise marketers and their agencies to group ad creation and analytics under the same roof)
The platform includes:
- Display & Video 360
- Search Ads 360
- Analytics 360
- Data Studio
- Optimize 360
- Surveys 360
- Tag Manager 360
Google Ads Manager (a programmatic platform designed to earn Google partners money, efficiency, customer engagement, and more aggregated advertising)
This momentous change probably hinged on the growth of mobile advertising and the audience-centric capabilities that are growing. Google knows that having all their ad solutions coming out of the same location.
4. Responsive Search Ads
This change is a biggie, folks. This news came out at the 2019 Google Marketing Live Event, and these are the reasons why the change is significant:
Responsive Search Ads is Google’s most massive, newest, and most flexible search ad format. When a business writes a Responsive Search Ad, he or she can submit as many as 15 varying headlines and up to four different descriptions. This new process means that ad testing possibilities are almost infinite.
Google will test the different combinations of descriptions and headlines to see which of the combos perform highly. As time goes by, Responsive Search Ads will use the best messages of a variety of searchers as it relates to the keyword for which the person is searching. Google will know the device they are using, their history of browsing, and other variables. The result is that Google will know how to choose the right ad for the right customer. We told you this was big.
5. Two Trueview Features
1) Trueview for reach allows CPM bidding, a highly efficient feature that will enable businesses to reach more prospects.
2) Trueview for action helps companies advertise to YouTube prospects who recently searched for your business’ services or products.
The “secret sauce is Trueview’s bumper ads. Trueview points out that 87 percent of Bumpers campaigns drove a significant lift in Ad Recall and an average rise of more than 20 percent.
A “Targeting Your Audience” Campaign that Went Awry
Levi led the parade in a campaign that was called “Hotness Comes in All Shapes and Sizes.” The idea was to offer Curve ID Jeans to women who didn’t have the same shape and size as an ordinary runway model. (5’9″ to 6′ in height; 90 to 120 lbs.) Sadly, Levi’s did not follow through on this plan, and, instead, used “skinny” models. The models in no way represented the average American woman.
The ads did not feature models from the targeted audience. Once a targeted segment of the population is defined, the campaign must reflect this decision.
If the company had been using YouTube Lead Ads, we daresay this type of problem would not have occurred. It seems Levi had a “terrible, horrible, no good, very bad” campaign. But the marketing idea could have succeeded if the company had not only identified their targets, but also fulfilled its campaign’s promises.
6. Discovery Ads
These ads offer an open canvas for buyers and agencies alike to swipe through a carousel of images.
7. Gallery Ads
This writing and photographs will assist advertisers in combining captivating images and compelling content.
8. Smart bidding
This bidding is now a suite that includes:
- Campaign-level conversion goals
- Conversion action sets to share across campaigns
- Seasonality adjustments
- Maximize conversion value (Google will optimize your keyword bids to increase the conversion value of your campaign.)
9. Custom audiences
Google is combining custom affinity audiences with custom intent audiences.
10. The Audience Expansion Tool
This software finds consumers who match your custom audience.
11. Elimination of Friction
Yes, “friction” was a favorite word at Marketing Live 2019. The word when used in the marketing arena means making it less complicated for prospects to become customers.
12. Showcase Shopping Ads
These advertisements will enable businesses to deliver discovery-based purchasing experiences to a broader audience.
13. Google Mobile Shopping Tracking
Because consumers research using their smartphones before they visit an IRL store, businesses can influence the decisions of prospective clients by creating fabulous, relevant marketing experiences. Google is ready to help with this idea.
We are ready to help you make sense of all the new Google tools. Contact us for information, assistance, and the development of excellent ideas that will help your business grow.