The Top 10 Google Ads Updates Announced At Google Marketing Live 2019
The most exciting time for any PPC specialist or Google fanboy/fangirl has finally arrived. Google Marketing Live 2019 delivered some super cool announcements for updates to old platforms and insight into a number of major features to come.
Our Klypsters have put in the hard work to recap the ten most exciting announcements so you can stay in the loop (without losing sleep catching up!).
1. Discovery Ads
Google’s Discover platform, previously known as Google Feed, will have the ability to show ads to its 800+ million users, later this year.
Discovery Ads will be a specific campaign type that will function similarly to Responsive Display Ads with their visual nature and machine learning, however, they will be more focused on user intent, and will appear as a native ad on the platform.
This entirely new platform marks itself as one of this year’s biggest Google Ads announcements and has our Klypsters very excited at the potential it will bring.
2. Gallery Ads
The new ad format, Gallery Ads, is the new visual ad that is going to fight its way to the top of search results.
Gallery Ads will offer the ability for advertisers to have a gallery of images that users can swipe through, so brands can better show what their company is about. It will appear above search results and allow users to interact with relevant visual content.
Our Klypsters believe this update will help mesh the best of Display & Search together and offer a new way to stand out in search results.
3. TV & Audio Inventory
There are not many details surrounding what is to come with TV or Audio Inventory for Google, but just the confirmation of something in this area being developed has us talking.
All we know is that there are plans to expand into TV inventory to show on network and connected devices, and to expand into Spotify and Google Play Music for audio inventory, through Display & Video 360.
The blending of digital and traditional advertising is fast approaching, and this update is something we can’t stop talking about.
4. Google Images
A small but effective change that was announced at the event was their minor re-imagining of Google Images... They are adding context.
Google Images is our go-to for finding images, but Google will now be adding context so users can understand why they are seeing a specific image and the purpose it has. It is as simple as understanding if an image is a DIY creation, or if it can be purchased etc.
This seemingly small change opens up for some other cool updates we will touch on next.
5. Google Shopping
The Google Shopping platform has had some truly amazing updates in the past year, and it isn’t stopping now.
Firstly, regular Shopping Ads will now be able to appear on Search, Google Images, YouTube and through the Google Assistant. In addition, Showcase Shopping Ads will now be about to show on Google Images, YouTube and Discover.
This is already exciting but the big announcement is that Google Shopping is being re-designed to include the best bits of Google Express. This is in an effort to improve the overall experience for users, particularly by offering the option to purchase directly through Google.
Finally, businesses will be able to run their shopping campaign “with partners”. This means if an online store sells products by other companies, that company can be considered a partner within the campaign, and they can contribute to boosting the spend on their specific products, assisting in both parties getting increased sales.
It’s going to be another giant year for Google Shopping, and after seeing what Smart Shopping was able to achieve we just know these updates are going to be an amazing follow up.
6. Bumper Machine
The Bumper Machine is Google’s effort to make video content more accessible to users. We have all seen how well video content can perform, and the big push towards video has been in motion for a while now, so Google is here to give a helping hand.
This innovation will allow users to upload a video into the Bumper Machine, which will then use machine learning to identify key moments and important information to develop a series of 6-second bumper ads.
Google has reported great success from using multiple bumper ads instead of long form, and it also allows us the opportunity to ensure our video ad content can’t be skipped as it fits into non-skippable ad eligibility.
We are all about creating effective video content as it can truly make a brand stand out making it quicker, easier and more accessible to users is a great move by Google.
7. Custom Audiences
While this update isn’t the most groundbreaking, it does prove the direction Google targeting is heading towards.
Custom Audiences are going to merge Custom Intent Audiences & In-Market Audiences together. This change is going to help create a much cleaner & holistic experience for advertisers when creating audiences.
We are stoked about this update, as any developments surrounding Google’s audience targeting helps advertisers create more strategic campaigns. Let’s be honest, the division between In-Market and Affinity isn’t necessary when it all comes down to intent.
8. Audience Expansion
The Audience Expansion tool helps advertisers reach more people that are similar to or behave like audiences they are currently finding successful.
By utilising this tool, advertisers can put the data they are collecting to even better use, by essentially teaching Google who the ideal person is and sending it on a search for people like them to potentially find people you wouldn’t reach otherwise.
We are familiar with this kind of feature on Facebook, with Lookalike audiences, but Google is catching up and we can’t wait for it to roll out.
9. Data & Personalisation
Data collection and utilisation has been a massive talking point and Google wants us to know how serious they are taking it, but also how they are approaching it so it won’t make ads useless.
While it isn’t a major update, it is important for advertisers to understand how it works. After all, our advertising is based on data, which is then used by AI to improve our campaigns, so Google cleared the air on what happens if there is a lack of data in a situation.
In the absence of data where Google is unable to personalise an ad, it will match it on context. So, for example, if the ad is being placed on a review website, it may show messaging that is focused towards researchers, whereas if it is on an e-commerce website it may show more direct and action based messaging.
Everyone can take a big breath and know our personalisation will survive. While it isn’t ideal, Google has a plan and has got us covered.
10. Promoted Locations & Pins
Google Maps wasn’t left out from all the updates, it is also levelling up its ability to personalise and be more contextually relevant.
Now when a user searches and Google Maps offers suggestions, businesses will have the opportunity to promote their location in this area. This is also the case for actual pins on Google Maps.
For example, if a user is looking for directions from their house to a shopping centre on Google Maps, and your business is near their route, you have the opportunity to have a promoted pin appear.
Local campaigns have definitely upgraded, and we’re excited for the additional potential brick and mortar stores have to bring in more people.
It was a massive event full of some really cool innovations that have the potential to change the game for Google and PPC advertisers. Just like with anything in digital marketing, you need to stay ahead of the competition, so start thinking about how you can use these updates to your advantage in preparation for their release.
Our Klypsters will be eagerly awaiting each and every one of these updates, and the countdown begins to Google Marketing Live 2020!
