Key Announcements From Google Marketing Live 2022

Google Marketing Live is the Google I/O of the company, but for advertising. This year the conference saw quite a few interesting updates and announcements of new features. We are here to bring you the highlights from the event. 

Here’s the run-down on the key announcements:

YouTube Shorts Ads

• Google has rolled out video action campaigns and app campaigns on YouTube Shorts which will gradually be made available to all advertisers across the globe.

• These ads also include a format that will allow advertisers to add a product catalog in the videos, making them more shoppable

Video Ads are soon coming to Google Discover

• Google said it is exploring ways to make video ads that would blend in seamlessly with the organic content on Google Discover.

• The version that is still in a testing phase had video ads that have a play button which would mean that these ads will not auto-play.

Display & Video 360 Campaigns

• Soon advertisers will be able to utilize Display & Video 360 campaigns to create connected TV campaigns. This will allow advertisers to use YouTube and other ad-supported connected TV apps to reach affinity, in-market, and demographic audiences.

Updates in Performance Max Campaigns

Performance Max Campaigns will be seeing a few additions this year. These are:

• A/B testing 

• Support for store sales goals by providing the ability to optimise for in-store sales

• New insights and performance data, including attribution, audience and auction insights

• Optimisation score and recommendations

Additions to the Insights Page

These 3 new types of reports will now be available to advertisers in the coming months. 

• Audience Insights - will let you see show how your customer segments are driving campaign performance.

• Attribution Insights - you will be able to see how your ads work together across Google surfaces.

• Budget Insights - this will help you find new and better opportunities for budget optimisation.

Mobile-First Layouts For Responsive Display Ads

• You can now showcase your brand on full-screen vertical ad inventory thanks to Google’s brand-new, mobile-first layouts.

• Furthermore, based on your product feed, Google is introducing scrollable advertising and videos.

Developments in Responsive Search Ads

• Later this year, Google will begin rolling out automatically created assets to responsive search ads, with the goal of improving ad relevancy.

• This feature automatically creates assets based on the content of landing pages and existing ad units.

• If you choose to opt-in, Google Ads will show the best-performing combination of given assets and automatically generated assets.

Topic-Based Targetting 

• Google announced its change to topic-based targeting as part of its steady development to phase out third-party cookie tracking, which will eventually allow marketers to reach users based on search interest rather than individual activity. 

• As Google moves away from more identifiable data traits, another component of this drive is interest-based targeting.

A New Asset Library

• All of your digital creative assets can be stored in a new account-level Asset Library. You'll soon be able to make video advertising with YouTube-optimized designs.

Other Advertising Features

• My Ad Center - Users will be able to choose whether or not they wish to view certain types of adverts more frequently.

• Conversion Lift Tests - Users and geography are used to track incremental conversions.

• Search Lift Tests - Analyze how effective your YouTube campaigns are in driving organic Google and YouTube searches.

The search engine and its features will keep evolving to perform better, provide a better user experience, and keep up with the demands of the time and with the rapid technological developments. 

Being in the business of digital marketing means that we will also be constantly evolving to be able to adapt to such new changes in key elements of the digital world. Our team of professionals is always learning, relearning, and unlearning new and relevant things as they come. 

Be it in the domains of creatives, social media, content and search engine optimisation, or technology, we keep on improving ourselves to provide you and your brand with the best solutions for all your digital marketing service needs.