Building the future of marketing together
- May 24, 2022
Technology is powering more business growth around the world than ever before. And new consumer behaviors are redefining the role technology plays in everyday life. We see this in the surge of video watch time, the rise of browsing behavior on Search and the growth in online shopping. There is opportunity in all of this.
With the right tools, you can meet your customers where they are today while building resilience for tomorrow — and Google is here to be your partner. Your insights and feedback are helping shape every investment we’re making across Google Ads.
Throughout Google Marketing Live, you’ll see the many ways we’re working to help you unlock growth for your business and navigate today’s rapidly shifting advertising landscape. Join us at 9:00 a.m. PT (12:00 p.m. ET) to hear about Google’s latest product innovations across Ads and Commerce. Here’s a preview of some of those announcements.Reimagining the future of marketing across Search and YouTube
Consumers are turning to Google Search and YouTube more than ever for help with purchase decisions. In fact, we see over one billion shopping journeys happen across Google every day.[5bfc42]
When it comes to shopping on Google Search, we’ve made the experience more natural and intuitive. Categories like apparel have seen tremendous success as consumers explore information in more visual and browsable ways. Later this year, advertisers will be eligible to show new, highly visual Shopping ads to U.S. customers. These will be clearly labeled as ads and will be eligible to appear in dedicated ad slots throughout the page.Video format not supported
Reimagining Shopping ads in new, visually engaging search results (U.S.-only search results)
However, nothing can quite replace seeing a product in person or bringing it home to try out. Augmented reality (AR) on cameras gets us close, and shoppers are ready for it. More than 90% of Americans currently use, or would consider using, AR for shopping.[3396f7]Soon, merchants will be able to have 3D models of their products appear directly on Google Search, allowing shoppers to easily see them in their spaces.Video format not supported
Augmented reality in Search provides a fully immersive shopping experience
In the coming months, you’ll also be able to promote your loyalty benefits to potential customers in the U.S. when they’re shopping across Google. Loyalty programs represent a meaningful relationship between you and your customers, and soon you’ll be able to easily integrate them with Google Ads.
Showcase your loyalty benefits across Google to consumers in the U.S.
Using Performance Max campaigns — along with a product feed — you’ll be able to drive more online loyalty sign-ups across YouTube, Display, Search, Discover, Gmail and Maps.
Starting today, your Video action campaigns and App campaigns will automatically scale to YouTube Shorts. YouTube Shorts now averages over 30 billion daily views — four times as many as a year ago — and we want to help you reach people immersed in this short-form content.[4cc29a]Later this year, you’ll also be able to connect your product feed to your campaigns and make your video ads on YouTube Shorts more shoppable. We've been experimenting with ads in YouTube Shorts since last year, and we’re now gradually rolling that out to all advertisers around the world. This is an exciting milestone for advertisers, and a key step on our road to developing a long-term YouTube Shorts monetization solution for our creators, which we'll share more about soon.Video format not supported
Product feeds on Video action campaigns will roll out to YouTube Shorts later this yearDelivering better results with automation and insights
The best way to unlock growth for your business is combining your data and marketing expertise with Google’s machine learning. This means building automated products that meet your objectives and are simple to use.
Performance Max campaigns are a powerful tool for helping you meet consumers where they are across Google channels. In fact, advertisers that use Performance Max campaigns in their account see an average increase of 13% total incremental conversions at a similar cost per action.[ee87c8][3b5bb4]Today, we’re announcing six upcoming additions:
1. More tools for experimentation, like A/B tests to see how Performance Max is driving incremental conversions.2. Expanded campaign management support in Search Ads 360 and the Google Ads mobile app.3. Support for store sales goals to optimize for in-store sales, in addition to store visits and local actions.4. Maximize impact with burst campaigns for a set time period to help meet in-store goals during seasonal events.5. New insights and explanations, including attribution, audience and auction insights so you know what’s driving performance.6. Optimization score and recommendations so you can see how to improve your campaign.
Rothy’s, a sustainable brand known for its iconic shoes and accessories, turned to Performance Max to connect with customers across channels. As a result, they increased conversions by 60% and grew revenue by 59%.10:25
Insights page uses machine learning to identify new pockets of consumer demand and provide personalized trend data. Only Google can surface these types of insights, based on the billions of searches we see every day and the millions of signals we analyze for every ad auction. Today, we’re introducing three new reports that will roll out over the coming months:
1. Attribution insights show how your ads work together across Google surfaces — like Search, Display and YouTube — to drive conversions.2. Budget insights find new opportunities for budget optimization and show how your spend is pacing against your budget goals.3. Audience insights for first-party data show how your customer segments, like those created with Customer Match, are driving campaign performance.Screenshot of the attribution insights report with a bar graph titled “multi-touch conversion paths”
Attribution insights show how your ads work together to deliver resultsScreenshot of the budget insights report that highlights insights for a campaign
Budget insights show how your budgets are pacing and identify optimization opportunitiesScreenshot of audience insights report that highlights top performing audience segments
Audience insights show which customer lists are driving performanceBuilding resilience in a shifting landscape
At Google we’re driven by a shared goal: to be the most helpful company in the world. But we know that our products can only be as helpful as they are safe. That's why we’re launching innovations like My Ad Center later this year to keep users in control of their privacy and online experience. People will be able to pick the types of ads they want to see more or less of, and control how their data informs ads they see across YouTube, Search and Discover.Video format not supported
Control your ads experience in My Ad Center
And these solutions can and should still work for advertisers. We can both advance privacy and continue supporting the ecosystem.Join us at Google Marketing Live
What an extraordinary time to be in this industry — my team and I are humbled to be on this journey with you. It’s a big moment for all of us, and I know that we can meet it by working together.
Join us today at Google Marketing Live at 9:00 a.m. PT (12:00 p.m. ET) to learn more about these and other ads innovations and commerce announcements. We hope to see you there!