the annual event Live Marketing from Google it brought several updates for its advertising products. This year’s event announcements are full of news for the automation, Performance Max and youtube shortsas expected.
“With the right tools, you can meet your customers where they are today while building resiliency for tomorrow, and Google is here to partner with you. Your insights and feedback are helping to shape every investment we’re making through Google Ads.” Google Ads and Commerce Blog.
Here’s everything marketers and advertisers need to know as it was featured at Google Marketing Live 2022:
Updates with 6 Performance Max improvements
Google is helping more advertisers test their most automated campaign type, thanks to Performance Max.
Performance Max campaigns are a tool that helps meet consumers where they are across Google channels. In fact, advertisers using Performance Max campaigns in their account “see an average 13% lift in total incremental conversions at a similar cost per action,” according to Google. The tech giant announced these six improvements:
one. More tools for experimentation, like A/B testing to see how Performance Max is driving incremental conversions.
2. Expanded the campaign management support in Search Ads 360 and the mobile app of Google Ads.
3. Support for store sales targets to optimize in-store sales, plus store visits and local actions.
4. It will maximize the impact with burst campaigns for a set period of time to help meet goals in the store during seasonal events.
5. New insights and explanations including attribution, audience and auction insights so the user knows what is driving performance.
6. Score of optimization and recommendations so you can see how to improve the campaign yourself.
An example, according to Google, is Rothy’s, a sustainable brand known for its shoes and accessories. This startup turned to Performance Max to connect with customers across channels. As a result, increased conversions by 60% and increased revenue by 59%:
YouTube Shorts Ads
youtube shorts took up a large portion of Google Marketing Live on Tuesday. The Google-owned platform’s short video option now averages more than 30 billion views a day.
Precisely, the vice president and general manager of Google ads, Jerry Discher, revealed during the event that the Ads in YouTube Shorts will gradually roll out to all advertisers worldwide.
Dischler said in his keynote address on Tuesday, “We’re developing a full range of solutions so you can do it all on video, at every stage of a user’s journey and at every turn.” device. For starters, we’ve been experimenting with ads in YouTube Shorts since last year, and we’re excited to announce that we are gradually rolling them out to all advertisers, around the world”.
Swipeable shopping ads in search
Consumers are turning to Google Search and YouTube more than ever for help with purchasing decisions. In fact, Google sees “more than a billion shopping trips through Google every day.”
A new ad screen is coming soon, which will combine organic shopping results with shopping ads for a highly visual experience.
This is for apparel brands only and will be available through the Search and Performance Max campaigns.
3D product models for search results
According to Google, “the augmented reality (AR) on cameras brings us closer, and buyers are ready for it. More than 90% of Americans currently use, or would consider using, AR for shopping.”
Traders will “soon” have the ability to have 3D models of your products appear directly on search engine results pages. No additional details about the program were said.