After a brief introduction by Philipp Schindler, Google’s Chief Business Officer, a series of speakers presented upcoming changes from their respective teams:
Prabhakar Raghavan, SVP Ads and Commerce for Google
Prabhakar stated that ads should be helpful, and that Google has a large role in being helpful to online audiences because “Google understands intent so you can anticipate intent.” The consumer journey is changing every day, and each journey is unique in its own way, regardless of product or category. It is crucial to maintain trust, provide choice and control, and minimize the use of user data while still offering a personalized and transparent experience.
Discovery Ads: 76% of consumers like to discover the unexpected during their shopping journey, be it through Gmail, YouTube, or Discover. Google is rolling out Discovery ads later this year, which are combined into one campaign that anticipates the consumers’ openness to discovering new things while browsing. Discovery ads provide a diverse and wide-reaching experience that allows you to curate content and show your brand with swipeable image options, as well as more detail in the ads to appeal to the consumer.
Sissie Hsiao, VP Mobile Apps for Google
75% of smartphone users want information returned from their search immediately. With this information in mind, Google has decided to address the need for as much information as possible without multiple clicks.
Gallery Ads: Multiple images can be displayed at the top of the SERPs, and consumers will have the ability to scroll through the gallery with small text beneath the pictures for a tagline or info. Each ad may feature a maximum of 4-8 images, 70-character taglines, and 3 headlines.
Deep Linking in Google Ads: If a consumer clicks on an ad for a product or service, and they have an app for the product or service on their phone, deep linking will open the app on their device automatically rather than direct the consumer to the mobile-friendly site. This will streamline the buying process, as they are typically asked if they want to open or install the app on the mobile-friendly landing page. Google Analytics will also offer thorough reporting that will track campaign performances across both the apps and the mobile website. Google will begin to support universal links on iOS and app links on Android, which will enable the implementation of deep linking.
Anthony Chavez, Direct Product Management Google Ads and Search Ads 360 at Google
Machine learning can create a seamless experience across platforms and web experiences; smart bidding in Google Ads is an excellent example of Google’s use of machine learning
Maximize Conversion Value: Google has collected feedback about its smart bidding tool. Marketers and advertisers know the value of their products and conversions more than Google—this has prompted Google to implement three new smart bidding strategies:
- You will be able to set goals and conversion values at the campaign level.
- You will have the capability to create conversion rules that will automatically adjust conversion values based on different properties of the conversion value. The data in your reports will reflect these rules. Smart bidding will interact with the rules to optimize your bids for each auction.
- Seasonality Adjustments: Retailers can alert Google to a sale or event on specific dates, and the conversions and smart bidding will adjust to account for the dates. Since this data likely won’t follow data that you gather in baseline conditions, smart bidding will automatically adjust as soon as the sale or event has ended.
Nicky Rettke: Director, Product Management, Video Ads for Google
Bumper Machine: After the success of bumper ads, Google has decided to roll out a machine learning program for your videos, wherein you will be able to generate six-second advertisement videos directly in Google Ads. You’ll upload a video from your YouTube channel (90 seconds max), and Bumper Machine will generate 3-4 six-second videos in a matter of minutes. The selection of clips will be based around the machine learning program’s detection of logos, symbols, or other important visual elements. You’ll also have a few editing capabilities to change audio and some visual aspects.
Custom Audiences: A merge between custom affinity and custom intent audiences that will streamline the process of identifying your ideal audience. Custom Audiences will auto-suggest keywords and websites that are based around your goals and objectives, which helps you create an ideal audience for your ad targeting. This tool can be applied across Gmail, YouTube, Discovery, and the display ad network.
Audience Expansion Tool: Using a sliding tool, you can configure the number of preferred impressions to your audience. Metrics on the right side of the screen will indicate the possible reach to your audience depending on the value you have chosen from the sliding tool—the farther to the left you slide the cursor, the more specific and targeted your audience specifications, and vice versa. Reporting options will include data from your original goal, as well as a separate report of metrics from your altered goal using this tool.
Audio Ad Inventory in Display & Video 360: You will be able to reach audiences when they stream music on platforms like Google Music and Spotify, and you’ll also be able to connect to audiences on smart televisions with your other digital campaigns using the Display & Video 360 platform. Media buying for premium television and local television stations can now be managed in Display & Video 360 alongside your other media buying campaigns.
Our breakdown of the ads innovations will continue in our next post.