Streaming from thekeynote speech at Marketing Live, Google has unveiled a raft of new features for its Ads product. The new additions are united by the fact that they all leverage machine learning technology to improve the Google Ads experience for advertisers.
Automation will sit at the root of everything, with bidding, targeting and creative processes all set to change in line with Google’s new vision.
Local Ad Campaigns
With the unstoppable rise of mobile shopping and browsing, Google has been pushing its ‘Near Me’ search function in a very successful direction. Now, it wants to take this localisation even further with the launch of ‘Local Campaigns’.
Local Campaigns are intended to drive more search users to local retailers, with Google taking on the lion’s share of the work. Local advertisers simply set a budget for their campaign and Google Ads then auto generates ads based on creative input from the advertiser, coupled with location extensions. The ads are then automatically pushed out across the Google network (Search, Maps, YouTube, apps etc.) with data harvested and analysed from aggregated, signed-in Google users via their location history.
Responsive Search Ads
Following a successful Responsive Search Ads beta back in May, Google has confirmed it will now proceeded to a full roll out.
Responsive Search Ads use automated ad testing, meaning advertisers will see some of the burden lifted when it comes to campaign optimisation. Those willing to turn ad testing over to Google’s powerful algorithm will receive more advertising space in return. This takes the form of up to 15 headlines and four descriptions, with 90 characters instead of the usual 80. Responsive Search Ads will also display three headlines rather than two and up to two 90-character descriptions instead of just a single, 80-character description when live in Search.
This could mean a more powerful, smarter and much quicker way for advertisers to get their ads in front of a targeted, interested audience.
Smart Shopping Campaigns
The aim of this new plank of Google’s approach is to automate marketing campaigns across Google’s various platforms and to meet the advertiser’s set conversion goals.
So far, Google has outlined store visits, new customers, revenue and return on ad spend as definable goals, but this is likely to expand in the future to meet different needs.
Google’s machine learning technology will also be used across YouTube with the launch of Maximize lift, which is a new bidding strategy designed to help advertisers more efficiently reach audiences likely to consider the brand after ad exposure.
A new form of TrueView for action will also roll out later in the year. This will help advertisers to drive more favourable website actions, such as the completion of a subscription form or scheduling of an appointment. It will work by allowing viewers to submit their contact information (email address or phone number) directly from the video ad.
As a Google Adwords Premier partner, Adrac is already poised to put these new developments to work. Contact us to find out more.