On July 10th, 2018, the annual Google Marketing Live Summit took place in San Jose, California, where, during the Marketing Innovations keynote, Google traditionally shared the most important developments around their marketing platform with the world. As a Google Marketing Partner Artefact was of course present on site. The message? Stronger integration and the definitive adoption and application of automation and machine learning within all marketing products. For enterprise organizations, but also for small businesses.
Artefact has listed the highlights of the keynote for you.
“YouTube isn’t just for entertainment”
The idea that YouTube can be solely used for awareness & branding campaigns has long since become obsolete. With YouTube for Performance, it is possible for advertisers to inform and inspire YouTubers during purchasing moments and to use the video platform as a full funnel advertising channel.
Recently, two new YouTube formats are launched: TrueView for Reach and TrueView for Action. TrueView for Reach combines the instream format with purchase-per-impression to generate even more reach within YouTube’s video environment.
Branded banners are used in the conversion-oriented TrueView for Action. These contain a prominent call-to-action that remains visible also after the advertisement has been displayed. Later this year, more lead and conversion-oriented ad formats will be added to the full funnel video platform. The Maximize Lift bid strategy will also help us to use video campaigns as effectively as possible and maximally optimize our ads for conversions. And don’t forget the power of Custom Intent Audiences that form a very effective targeting strategy.
Bye bye DoubleClick
Previously you could already read on our blog what the new Google Marketing Platform has to offer. This single solution platform unites the Google Analytics Suite and DoubleClick environment, which means that we say goodbye to the current DoubleClick. The new Display & Video 360 integrates DBM, DCM & Studio and also communicates smoothly with Analytics 360 within the same platform. In addition, the Google Marketing Platform contains more than one hundred integrations with 3rd party platforms such as ad exchanges, measurement partners, etc. Moreover, the earlier transition from sessions to users is further continued with the introduction of cross-device tracking and reporting in Google Analytics.
Especially the new Creative Workflow within Display & Video 360 is a big step forward. Where display advertisers and creative teams now operate separately from each other, it will become possible within this platform to work together on ad formats, content and customizations. Moreover, in combination with Analytics 360 you can obtain insights and use them for personalization during the creation process. The Media Inventory interface also underwent a true metamorphosis and now has a much faster and more simple RFP process. Finally, Instant Reporting fulfills the dream of every display marketer. All parties can view how well campaigns are performing whether be it from a media perspective (i.e. how are my targeted audiences performing in terms of driving sales), or from a creative perspective (i.e. how many users are watching my video) and it will be easily visualized for all. This eliminates multiple email queries. We can hardly wait anymore!
Integration of Salesforce Marketing Cloud and Sales Cloud with GA360
The collaboration of these two platforms allows for the seamless tagging of media data, site data & customer’s sales data. This lets the customer leverage a singular platform that gives a holistic view of the customer journey. In addition, the integration of sales & media data also means that businesses are able to optimise towards a single business outcome, rather than looking at analysing media data in isolation. We can now make use of CRM segments in GA360 and CRM powered analytics. Don’t optimise towards leads, optimise towards actual sales numbers as registered in the CRM. GA360 can also be used to find look-alikes of the most valuable customers as registered in Salesforce.
Ads Data Hub
One of the products that sparked high interest was Ads Data Hub. Ads Data Hub is an API that connects Google’s media data & customer’s first party data that would then sit within a separate data infrastructure. Ads Data Hub allows businesses to reach their relevant audience (e.g. reach & frequency campaigns, lookalike campaigns) with the security of personal identification as it prohibits export of user-level ads data and prevents the re-identification of users. Ads Data Hubs aims to improve standard media measurement with the integration of data sets, i.e. cross-screen analytics, reach or custom-based algorithms.
Automation and Machine Learning for the masses!
That Automation and Machine Learning are not just buzz terms but are used deliberately and with great precision by Google to improve the effectiveness of their marketing platform, is evident from the list of smart applications that Google has added to its products. These innovative technologies aren’t only made available for enterprise organizations, also small businesses and companies can benefit from them.
Responsive search ads
With the arrival of Responsive Search Ads it will be easier for marketers to set up good advertisements. Where at the moment it is still advisable to create different variations of ads in an ad group, we can use Responsive Search Ads to create flexible ads. Instead of creating different ads, you can now enter up to 15 alternative headlines on four description lines. Google then automatically shows different variants of the ad, depending on the user’s search.
A really smart move from Google is that the use of Responsive Search Ads is stimulated by providing more space for the ad text. Using Responsive Search Ads you get three headlines at your disposal instead of two and the number of characters is increased from one description line of eighty characters to two description lines of ninety characters!
A few tips:
- Enter at least three headlines, considering we now have this space available in our ads. Make sure that these three headlines actually differ since they can all be shown.
- Google automatically determines how the ad will look. This means that the headlines and description lines can be displayed in different sequences. Keep this in mind when writing your headlines and description lines.
- Use the space! We all know that it is useful to take up a lot of space in the Google search results. In addition to this larger advertisement, use extensions as well to make your ad even bigger.
Landing page speed score
A newly introduced metric in Google Ads is the Landing Page Speed Score. This metric lets you know how quickly the landing page loads and assesses this with a score between 0-10. This score is based on various factors such as the relationship between loading speed and potential conversion rate. This gives both Google and you more insight into which landing pages do and which do not make a positive contribution to the user experience.
Smart shopping campaigns
“Simplify your campaign management, maximize your conversion value and increase your reach”. It sounds promising! But how do the Smart Shopping campaigns work exactly? It is actually a combination of display remarketing, standard Shopping campaigns and Google’s machine learning.In the Smart Shopping campaigns different combinations of text and image are tested, automatically, so that the most relevant combinations are displayed in the Google networks (Google search, Google Display, YouTube and Gmail). By means of the search and the predicted intention of the user it is determined which text and which image should be displayed. This also takes (within the display network) the user’s engagement with your website into account. If the user has previously been to your website and has looked at certain products, that will determine which Smart Shopping ad this user will see at that moment.
Automated Campaign Types (specially designed for small businesses)
Google offers small and local businesses a number of tools and services to set up campaigns in an easy and quick way.
Smart Campaigns is a clear example of this. Smart Campaigns is the first new solution under Google Ads. Smart Campaigns will become the default campaign type for new advertisers. Campaigns are almost entirely automated, from creation to optimization. The targeting is also automated. Smart Campaigns uses machine learning algorithms to show the ads on the right Google channels to the right audience. Also interesting is that Google can even automatically generate landing pages for companies that do not have a website.
Local campaigns are specifically aimed at generating store visits for local businesses. In the last years, the number of “near me” searches has increased enormously. The number of “near me” searches focused on specific products has also increased significantly. No less than 80% of consumers visit a physical store when they need a certain product at that moment and make this known through a search. Local Campaigns responds to this. Advertisers enter their budget and ads are automatically generated based on ad creatives and location extensions. Machine learning then optimizes the specific delivery of ads based on relevance and context on Search, YouTube, Maps, and the Google Display Network.
The Automated Feeds will be launched later this year. This is a tool that enables retailers to easily create a product feed worldwide and is therefore mainly introduced for organizations that have not yet made use of feeds. The tool crawls the website, collects all relevant product details and thus automatically creates product feeds.
With all new products and services, Google once again demonstrates its commitment to the further innovation and accessibility of its marketing environment. The fusion of the various optimization and marketing products facilitates cooperation between specialists and strengthens the synergy and thus the effectiveness of the platforms together. In addition, the further adoption and application of machine learning and automation enables marketers of enterprise organizations, but also small independents, to reach their customers faster, with a more relevant dialogue using the latest techniques. Artefact is certainly looking forward to the many new possibilities that give us the space to focus more on the creative process and strategic decisions. We are also looking forward to an even more efficient collaboration between our media and data specialists.
Get in touch with our experts to find out what Artefact can do for you as Google Marketing Partner!