Google Marketing Live is the company’s annual event that took place online this year on May 24th. New ad models, business engagement and creative solutions are the pillars of this edition, in addition to highlighting the new modality of short videos that is dominating the internet. Check out the main highlights of Google Marketing Live 2022:
Performance Max
The type campaigns Performance Max are an excellent tool for getting in touch with consumers, on any Google channel. Advertisers who use Performance Max campaigns in their accounts see an average 13% increase in total conversions, with a very similar cost per action. Google announced six new features:
- More testing toolssuch as A/B tests, which show Performance Max’s ability to increase conversions.
- More support for campaign management no Search Ads 360 and the Google Ads mobile app.
- Support for in-store sales targetsto optimize sales at physical points, in addition to visits and actions in retail.
- Maximized impact for boosted campaigns for a set period of time, which helps to achieve store goals during seasonal events.
- More insights and explanationsincluding consumer, audience and auction information, so you understand which points lead to the best results.
- Score and recommendations for optimizationwhich help you understand how to improve campaigns.
Insights
A insights page uses machine learning to identify demand opportunities and provide personalized data on trends in your industry. Google is able to show this kind of information based on the billions of searches we see every day and the millions of signals analyzed at each auction. The company has unveiled three new reports, which will be released in the coming months:
- Assignment information: show how ads work together and lead to conversion on different Google channels like Search, Display and YouTube.
- Budget information: help you find new opportunities to optimize resources and show you how your spending is against budget goals.
- Audience information for first-party data: show how different customer segments, such as those created by Customer Matchhelp drive campaign performance.
Google and CTV
soon the Google Audiences for CTV plans to help advertisers use campaigns on connected televisions (CTVs) to reach the right audience on YouTube and many other connected TV apps. This includes information about affinity, in-market and demographic segments. Time spent watching video online has increased by 34% over the past two years, while time spent watching cable TV has dropped by 5%, according to eMarketer Insider Intelligence.
“Google and YouTube are key partners for us. They bring confidence that we are investing correctly, and that the results will help us get where we want to be”, he says. Eric Smith, Director of Performance Marketing at Levi Strauss & Co.
Exclusive interview with Rodrigo Paoletti
ADNEWS got in touch with Rodrigo Paoletti, head of performance and automation at Google Brazil, for an exclusive interview before the event on the 24th of this month. Check out:
ADNEWS: Overall, what can participants expect from this year’s edition?
Rodrigo Paoletti: Google Marketing Live is Google’s premier global event for the advertising industry. On the occasion, we presented our main launches and new ways to follow consumer trends increasingly attentive to marketing performance in a privacy-safe way. Within this context, some of the main announcements are related to Performance Max.
AD: How do the on-demand sessions of the event help the participant to “feel” better within the presentations?
Paoletti: During the COVID-19 pandemic, we have migrated to an online format given social distancing restrictions. At this time when the world is hopeful about the evolution of the pandemic, thanks to the advance of vaccination, we are experimenting with a hybrid version of the event: while we will receive a restricted group of guests in Mountain View, we will maintain the transmission of the event, including the keynote, and offer specific sessions in an on-demand format, so that guests can compose the Google Marketing Live schedule that best suits their business needs.
AD: Will Google bring a greater focus on privacy this year than in previous years?
Paoletti: The issue of privacy has gained relevance. The advertising industry, as a pillar of the open web, needs to restore the trust of people, who often consider sharing their data risky. So in 2020, we’re announcing that Chrome will end support for third-party cookies at the end of 2023. We’ve been working with the ecosystem on alternatives that can replace third-party cookies, through the Privacy Sandbox initiative.
AD: What changes are expected in the YouTube ad market this year?
Paoletti: Since the launch of YouTube Shorts in 2020, we’ve been working to improve the experience for both creators and users. And with that, we come to an incredible moment: Shorts now has over 30 billion daily views, which is four times more than a year ago. Last year, we started testing ads in Shorts, and during Google Marketing Live, we’re announcing that App Campaigns and Video Action Campaigns will be available for Shorts globally soon.
Also check out the changes Google is bringing to its search tools here!
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