Everything you need to know about google marketing live 2022
The Google Marketing Live for this year held many announcements and changes- a few of which were heavy on automation, Performance Max and YouTube Shorts, which we’ve been hearing about for the past few months. Some of the items and announcements released will have a major impact on advertisers, so we’re going to give you everything you need to know below:
Performance Max upgrades. Google is helping more advertisers try their most automated campaign type, Performance Max. Performance Max is a new goal-based campaign type , and it’s a new way to buy Google ads across YouTube, Display, Search, Discover, Gmail and Maps from a single campaign. In all, Performance Max campaigns will complement your keyword-based Search campaigns to help you grow your campaign performance across Google’s full range of advertising channels and inventory. We talked more about it earlier this year, here.
YouTube Shorts ads. Those advertisers currently running video action campaigns and app campaigns will now have ads that automatically scale to fit Google’s TikTok competitor, YouTube shorts. Shorts are one minute in length and this will be rolling out now to advertisers globally. One consideration is the length of the ads- make sure ads are fitted to that one minute time frame.
Product feeds for a shoppable YouTube experience. Following on from the above, later this year, advertisers will have the ability to connect product feeds to campaigns; creating shoppable video ads on YouTube Shorts. Google said this is a “key step on our road to developing a long-term Shorts monetization solution for our creators.”
Swipable shopping ads in search. A big, bold new ad display will pair organic shopping results with shopping ads for a highly visual shopping experience. This feature is for apparel brands only and will be available through Search and Performance Max campaigns.
3D models of products in search results. According to Google, “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.” That in mind, merchants will soon have the ability to have 3D models of their products appear directly within the search engine results pages.
Insights page updates. A new attribution section will show advertisers a better view of what drove conversions within accounts, which will also recommend a better attribution model if Google detects it can provide a better view on conversions. Another new insight is the support of first-party data; the insights page will help advertisers view which customer lists are driving performance for campaigns – with privacy at the forefront.
Google Audiences for Connected TVs. Advertisers will soon be able to use connected TV campaigns to target viewers across YouTube and “most” other connected TV apps. This exciting new development will bring affinity, in-market, and demographic audience segments to connected TV. The in-marketing and demographic audiences will be in beta for global advertisers at the end of Q2.
Checkout on Merchant. Google will be streamlining checkouts for customers that “have decided what they want.” With this implementation, customers won’t need to go through so many screens/pages in order to checkout. According to Google, Merchants will “own the customer” as the transaction happens directly in their flow. This change is a currently a closed pilot and Google is working to expand and move towards general availability in the coming months.
YouTube video creation in 60 seconds No video ads? No problem. Google announced that advertisers can create a video ad and publish to YouTube in as little as 60 seconds. This can be done with as few as 5 images, logos and text assets with the outcome being “an effective ad”.
With many of the new features, it’s hard to predict how well they’ll perform until they’re actually up and running, but the additional insights and targeting should pan out to be a worthy upgrade for advertisers across the globe.