In July, during the three-day-long Marketing Live conference, technology behemoth Google introduced us to a number of updates in their online marketing tools. The biggest bombshell was probably that the beloved and trusted Google AdWords is no more – but don’t panic! A rose by other name will still smell as sweet, perhaps even sweeter with all the new features.
Google’s Senior VP of Ads and Commerce, Sridhar Ramaswamy, announced three main goals for the updates:
- To deliver better results for marketers
- To provide simpler experiences and make it even easier to get your ads up and running, helping retailers to achieve their targets
- To strengthen the collaboration across enterprise marketing teams
TrueView for YouTube
According a study by Google, YouTube has already 1.9 billion active user accounts that collectively watch over billion hours of videos every single day. No true marketing guru can have failed to realise the potential of the platform, and now they have a reason to rejoice: behold, the TrueView for YouTube! TrueView for Reach enables better targeting through showing a banner ad on a video to viewers, who have searched for the ad related topics on Google. TrueView for Action allows the marketers to place a CTA button on the YouTube ad, guiding the viewer directly to a sales platform. Maximise Lift Bidding is a powerful machine learning tool, that shows your ad to those viewers who, based on their previous searches and online behaviour, are your most potential customers.
Machine learningis the buzz word of the year, and for a good reason. The technology shows great potential in improving targeted marketing, making the marketing process more (cost) efficient for the marketers and providing consumers with more relevant content. An important feature of machine learning is that it is a constant data collection process, meaning that the ads will reach the right people at the right time.
Responsive Search Ads feature allows for the comparison of different elements within an ad and optimising it for the best results. The marketer can provide Google with up to 15 different ad titles and four 90-character descriptions to mix and match and test for the optimal combination. The final marketing campaign will employ three titles and two descriptions that prove to be the most effective.
We all know what a pain a slow internet connection can be – a Google study found that up to 50% of mobile users will discontinue the purchasing process if the website takes too long to load. As a solution to this Google is launching Landing page speed scorefeature, that tests the how long your website takes to load.
Deeper customer insights and integrated services
Perhaps the loudest applauds and cheering was heard when Google announced that with its new Cross Device Reporting and Marketing tool marketers can now gain more concise and precise data of users with multiple devices.
By employing machine learning, Google is also to launch Smart Campaigns that make online marketing even easier. The feature also allows for creating simple landing pages, which is extremely useful for small local businesses without their own websites.
Data Privacy embarked as an important theme throughout the presentation. For example, it was explicitly explained how the users can opt out from targeted marketing. One reason for the strong emphasis on strict user security might be co-technology powerhouse Facebook’s struggles with its data privacy issues.