Google Marketing Live is over in San Francisco. Titan Growth was invited to participate.
Philipp Schindler, Google’s Senior Vice President & Chief Business Officer, introduced the event.
Schindler pointed out that the new strategies and platforms presented at Google Marketing Live were created in response to the feedback received from the digital marketing community.
Let’s take an in-depth look at the features that we are most excited about.
Discovery Ads
Discovery Ads can be delivered to all Google properties. These personalized ads are presented as a swipeable icon carousel and have unrivaled reach. Discovery ads can reach millions of customers when they are most interested in a brand or product. Google uses machine learning to understand customer journeys and Discovery ads can help build brand awareness.
TechStyle was one of the first beta users of Discovery Ads. They spoke about their success. TechStyle quickly made Discovery Ads the fastest-growing new media channel, allowing them to present their brand to a wide audience.
All advertisers will soon be able to use Discovery Ads.
Gallery Ads
Gallery ads are a new format for advertising that highlights the brand’s value and reduces the effort required to find it.
Gallery ads appear at the top SERP and include 4-8 images. Marketers have the option to create up to three text headlines, and 70-character taglines underneath each image. Gallery ads are a quick way to tell a brand’s story, and they have the benefit of having a visual impact. One case study showed that this format led to a 25% increase in interactions.
Gallery Ads offers deep linking capabilities that will allow advertisers to optimize their campaigns’ impact. App links extend universal linking capabilities and direct users to apps where their data is stored. This streamlines the purchasing process. Google Ads provides real-time insight into the effectiveness of ads and purchase behavior.
Brazilian retailer Magalu already has the following results after implementing Gallery ads:
Increased in-app transactions by 110%
Overall, mobile purchases rose by 40%
Smart bidding features are now available
Maximize Conversion Value
Maximize Conversion Value is a new smart bidding strategy that allows marketers greater flexibility to meet specific business goals.
Maximize Conversion Val allows you to do the following simultaneously
Ability to select conversion actions at the campaign level
You can create conversion actions that can be shared between campaigns.
Seasonality adjustments
Another new feature is seasonality adjustments. This allows marketers to optimize for their specific marketing goals.
Google Smart Bidding models will adjust bids automatically to account for changes in dates or conversion rates. Google will remove performance data after the sale is over because they are temporary.
Bumper Ads
Bumper Ads, six-second ads designed for mobile viewing, are six-second ads. Because they communicate your most important selling points quickly and creatively, six-second ads are more effective than 30-second ads.
Bumper Machine
Bumper Machine, a new platform, will be available later in the year. Marketers will be able to provide a link for a 90-second YouTube video ad and Bumper Machine can auto-generate 3-4 6-second ads. Marketers can repurpose long-form content easily without spending a lot.
Display and Video 360
Google’s enterprise media purchasing solution, Display and Video 360, is part of the Google Marketing Platform. This solution aims to create new advertising experiences that reach users streaming music and TV on different platforms.
Display & Video 360 will allow you to access national, cable, and broadcast networks as well as thousands of local TV stations. This allows marketers to reach diverse audiences in a fraction of the time it takes to use traditional methods.
The new platform will enable digital buying teams to collaborate more closely as they can buy and optimize all types of TV inventory together with digital buys.
Google Marketplace & Local Campaign Integration
Google will compete with Amazon by offering customers the opportunity to buy online, in local stores, or directly from Google-owned retailers. Users will be able to purchase directly using Google Assistant, Google Search, and Google Images.
To provide personalized experiences for users, local campaigns will be integrated into Search, YouTube, and Maps. Based on search history and current position, Google Maps will suggest relevant promoted locations. Marketers will be able to optimize for local actions such as phone calls and store visits with promoted pins.
Google Travel
Google.com/travel provides an interactive travel planning platform. Users can explore and plan potential trips. You can also make reservations for trains, buses, and flights.
You can bookmark your progress on the platform and return to planning later. You can also create price alerts so that you can book a hotel or flight at the lowest possible rate.
