Marketing

Must-Know Google Ad Changes: Google Marketing Live 2019

Alaina Sarkar

Google Marketing Live 2019 took place on May 14, 2019, in San Francisco, USA. And what an EPIC Annual Conference for advertisers and marketing strategists alike.

The key takeaway of the Google Event was its “core message” –

Be responsible, be present, be useful, deliver only relevant and impactful ad experiences, without buzzing off user privacy protocols.

Let’s get straight to the point (or better, hear directly from the horse’s mouth!) …

DISCOVERY ADS

Google introduced “Google Discover” last September. And this year they presented a new way to advertise on it: Discovery Ads.

Discovery Ads offers advertisers a transparent medium to connect advertisers with target consumers via swipeable image carousels, boosting the power of “ultimate reach” – across YouTube home feed, Gmail promotions tab and also the feed-in Google Discover..

Advertisers can also showcase their ads to prospects, as and when they discover potential opportunities.

Google Discover also supports machine learning in delivering the best ads to potential customers.

GALLERY ADS

Search Networks may have the best Commerical factor but what happens to visual creative?

This year, Google set out to “game-set and match” visual ad formats with Gallery Ads.

Gallery ADs help display new ads with compelling images and texts – allowing consumers to scroll through and make the most of interactive experiences.

Just like Discovery Ads – Gallery ads exist in carousel format and offers consumers the experience to swiping through creative images without any hiccup.

However, unlike Discovery Ads, Gallery Ads are placed at the top of the search results page and now have the ability to not only display ads at the precise moment prospective consumers search for relevant keywords but also showcase creatives that can drive results from the same consumers.

With Gallery Ads, you can feature:

  • 4-8 images
  • A 70-character tagline with each image
  • Upto 3 headlines (for Call-To-Action A/B Testing)

DEEP LINKING FEATURES

Finally, advertisers can make the most of App Deep Linking because Google Ad Campaigns will now support the same.

Now, if app users have apps installed, advertisers can directly drive them from Shopping Ads, Display and Search Ads to the concerning Page or Mobile App.

This new deep linking feature helps advertisers to drive the desired action via their potential audience and build higher brand value in the process.

It is best to boost direct sales, in-app messages and user engagement. Apart from these, Google Analytics for Firebase also functions with these links, thereby making it easier to track and share conversion data with Google Ads.

YOUTUBE BUMPER ADS FOR ALL

Youtube drives millions and billions of content viewership each day. And it is also an incredible “ka-ching” platform for advertisers.

But did you know about the valuable Bumper Ads?

These are 6-second ads that play right before the start of a video. According to a recent study, these “bumper ads” are “impression mint” – driving more engagement that even videos that customers decide to watch!

Google introduced the “Bumper Machine” – making it a smoother process to create these ads. The Bumper machine is a practical tool, developed to transform 90-second videos into an awesome collection of “Bumper Ads” – without costing a dime to the advertisers!

EXPANDING SHOPPING SHOWCASE ADS

Google Marketing Live 2019 focus was solely on user intent and user experience. And a whole lot of emphasis was on using visual imagery to inspire consumers to discover new products.

Which is why Google rolled out Showcase Shopping Ads in late 2017, and are expanding to additional ad properties this year.

A standard shopping ad brings users to the brand landing page but a showcase shopping ad will now bring them to a catalog.

Google will be expanding the showcase shopping ads to the image search results, discover search results and YouTube as well.

Alaina Sarkar

Marketing Strategist & Content Creator