Didn’t get a chance to tune in to the Google Marketing Live 2019? Don’t worry, Sandstorm Digital has you covered. As a long time Google partner we were bursting with excitement when they announced the latest ad innovations to help marketers drive results. The overall 2019 theme is gaining user trust, powerful visuals and multi-platforms accessibility. Our very own, Tewfic Kattan [Head of Paid Media], breaks it down for you:
Discovery Ads
The discover feed on Google, Gmail and Youtube that provides recommendations based on your recent activity will now have ads.
TechStyle Fashion Group beta-tested Discovery ads for their growth marketing strategy, the brand saw up to 25% lower cost-per-lead on average using Discovery ads compared to their ads on other channels according to Laura Joukovski, Chief Media Officer of TechStyle Fashion Group.
Gallery Ads
Google will introduce more visual content on the mobile search feeds. Google announced a scrollable gallery ad option only available for smartphone users at the top of search pages providing 25% more interactions then other search units.
Deep linking capabilities with in-app
To make the user experience smoother, google will allow the user to go directly from search, shopping or display campaigns to an already installed app, this will provide the user with a more personal and faster shopping experience. According to Google, deep linked ad experiences drove 2X the conversion rates.
Bumper Machine Tool
Now digital marketers can generate 6 seconds bumper ads with the help of machine learning. The tool will convert a 90 sec ad into a shorter 6 sec ad. Grubhub had early access to the tool and produced this 6 second ad
“Over 90% of viewers say they discover new brands or products through Youtube, this is a great platform for brands looking to raise awareness” explains Nicky Rettke, Director of Video Ads at Google. This new tool will help you leverage your advertising goals by reaching more people and engaging with a more effective ad format.
New and improved google shopping experience:
Google has a new revamped design with a more personalized feel making the user experience more efficient. You can immediately buy on multi-platforms, these features will be competing with Amazon. You will also be able to conduct partner shopping campaigns with brands you collaborate with increasing your return on investments.
A local campaign feature will now make it possible to promote your store across Search, Display, Maps, and YouTube.
Smart Bidding improvements
The automated smart bidding that uses machine learning to optimize for conversions or conversion value in each and every auction will get three main improvements 1) Campaign-level conversion will be possible 2) Ability to create conversion action sets to share across several campaigns , and 3) Ability to do seasonality adjustments for a set period of time.
Privacy & Responsibilty
Chetna Bindra, Senior Product Manager, User Trust and Privacy at Google puts emphasis on how ads need to offer transparency, choice and control to the user. She recommends personalizing ads whenever possible through Google audiences and aim to build a direct relationship with users. Cookies should only be set for when a user is in direct contact with your site.
Most of these features will be rolled out later this year but we are always a step ahead. You can watch the full Google Marketing Live on-demand here.
Consumers and business’ turn to search engines when they are looking for products and services. 3.5 billion Google searches are made every day. As a proud google partner with certified professionals we at Sandstorm Digital can optimize your online audience reach and convert them into paying customers while telling your own unique compelling story. Choose us as your digital marketing partner. Get in touch!
