Oliver Heckmann: VP of Travel and Shopping at Google
Google works with retailers to create an optimal buying journey, as well as the most effective form of product advertising.
New Shopping Experience in One Place: This gives retailers the opportunity to connect with consumers in one streamlined experience rather than across multiple channels along the purchase journey. Customers will be able to compare and purchase different products either online or at a local store. Once the customer has selected the desired item, a product page will open that has all of the information, product reviews, and any relevant YouTube videos that could be reviews or unboxing the product. The checkout process has also been streamlined—shoppers will be able to purchase the product from a retailer without leaving Google. This would require a Google account with all of the payment and shipping information filled in, at which point the payments can be processed over all Google platforms.
Shopping Actions Program: Users can purchase products using their touch screen, voice assistants, directly in the search engine results based on the relevance of their query, from an image in Google Images, and products that they see in a YouTube video while the video is still streaming. Retailers must sign up for the program, and which point they will be able to run ads as each of these new channels become available.
Showcase Shopping Ads: Users tend to positively engage with visually-heavy ads. Google plans to implement showcase shopping ads on Google Images, YouTube, and Discover.
Shopping Campaigns with Partners: Brands tend to collaborate with brand partners, and Google knows that maintaining that relationship is crucial. Google Ads will soon allow retailers to review and accept budget proposals from their brand partners, and brand partners can choose the products that they want to boost based on that budget.
Expansions to Local Campaigns Inventory: Retailers will be able to include a display of products in their local campaigns, which will help consumers get an idea of the types of products you offer before they visit a physical location. Advertisers will also be able to market their products to users based on prior Maps searches. Promoted pins will now be more broadly available on Maps—currently, users can only see a promoted pin if they are looking for a location. Now, users will see promoted pins along routes that they plan, and when they are en route to their destination.
Local Campaign Expansion: Any brand will be able to use local campaigns to monitor and optimize conversion actions at their various locations.
Google Trips Optimization: Typically, a traveler will research the weather, peak tourist season, things to do, flights, hotels, etc. The optimization will combine each of these common searches into one application that provides all of this information, and some additional info, without multiple searches. If the traveler has to abandon their travel planning to do something else, the information and selections will still be in Google Travel when the traveler returns.
Chetna Bindra: Senior Product Manager, User Trust and Privacy at Google
Google has shifted to support consumer demands for privacy, transparency, and security across the web, and they are urging their advertisers to do the same. The emphasis is on transparency and responsibility from marketers.
“My Activity” is where users can find all of their information and search history that pertains to their Google account. There has been a 1000% increase in search for “my activity” since 2016, which is a clear indication that users increasingly care more and more about protecting their privacy.
New privacy laws and regulations are pushing web browsers and advertising platforms to adjust in order to keep the trust of users. But, despite the desire for privacy, consumers still prefer personalized ads, given that they provide transparency, control, and choice.
Google will allow users to be able to block or restrict third-party cookies and data gathering in Google Chrome. This will be unconditionally honored by Google.
Chetna shared three recommendations for marketers’ next steps:
- Marketers should be completely transparent about the data that they have gathered for users, and they should indicate why the data has been collected—the recommended method is an update to their respective privacy policies.
- Marketers should strive to build and maintain a more direct relationship with users using a “first-party measurement solution,” which will only gather information from users through first-party cookies, or when they have direct contact with your site. Google Tag Manager and Google site tag can both assist.
- Marketers should work to understand and respect users and their privacy preferences. If marketers do not have the user’s consent to gather data, it is best to target ads based on the context of the webpage and an estimation based on the demographic who would visit that page. Google’s machine learning algorithms will also be able to assist in your ideal ad targets.
Ad impressions and targeted ads are becoming more and more complex as users begin to place individual restrictions on their personal data. Google has developed a machine learning solution to help marketers serve relevant ads without infringing on a user’s preferences.
In the final post of the #GoogleMarketingLive series, we will provide insights from our SEM experts regarding their opinions on the announcements, and how these changes will impact their job functions.