POV

POV: Google Marketing Live 2018

Background:
Google hosted its annual global marketing event Google Marketing Live in San Jose last week. For the first time this year, Google merged the Marketing Next annual event with the partners’ summit. This event brings together leading digital marketers from around the world for two full days of product innovation updates on Ads, Analytics and Platforms, as well as sessions on industry insights.

Details and Implications:
Google Marketing Platform: merging a few products to enhance collaboration across marketing teams: Search Ads 360 (previously DoubleClick for Search). Display & Video 360 for easier creatives build within the interface that could bring the designer & brand manager together, with easy access for the media team to then activate. Analytics 360 together with Google Tag Manager, Optimize, Data Studio for seamless analytics tracking and visualization of results.

Integration Centre Platform: was introduced to offer choice in media buying, with combinations of platforms for sharing data and creating more relevant campaigns to the end consumers from a single interface.

Google Ads

TrueView for Action: now open for all advertisers and can drive stronger results for direct response campaigns, especially when paired with custom intent audiences based on previous search signals and smart bidding.

TrueView for Reach: now open for all advertisers and can drive strong reach with the benefits of YouTube that can offer both 95% viewable and audible videos.

Maximise Lift Bidding: a new smart bidding strategy for YouTube campaigns and can optimise delivery to users most likely to consider a brand after seeing the video ad.

Responsive Search Ads: new ads for search, powered by machine learning for multiple ad copy combos based on expected performance and relevancy to the user’s query, driving stronger results, which now allow 90% more text.

Landing Page Speed Score: a 10-point scale will be added as an additional optimisation metric to show the speed of landing pages, and has been proven that over 50% of users drop off conversion due to slow loading times of websites especially on mobile.

Smart Shopping Campaigns: this campaign type will now integrate Shopping across ad networks by simply setting a goal and automatically optimizing towards. The goals can be sales, ROAS, new customers and in-store visits, to help measure the impact from online-to-offline. Automated feeds can be created from online inventory, which will make launching a shopping campaign simpler & quicker.

Local Campaigns: new campaign type to drive footfall to brick ’n’ mortar location. Useful for retailers with offline performance metrics and offers a seamless campaign setup across Search, Maps, Places, Display and YouTube for better results based on machine learning and automated delivery.

Cross device reporting and remarketing on Analytics 360: promised to address common questions around identifying your users across devices along this non-linear consumer journey, if the user opt-in to share this information.

Summary:
At its core, this event was about faster and frictionless products; offering more relevant and valuable ads to consumers to drive better results for advertisers. Everything we know becomes ‘smart’. Machine learning was in the core of all ad product updates, combined with automated delivery more than ever before. Mobile speed and cross device tracking were also a big part of the event. Retailers sit in the centre of the updates trying to connect the eCommerce and brick ‘n’ mortar worlds. Understanding consumer journeys is more important than ever!

Further Reading:
Google Marketing Live / Think with Google / Search Engine Land / Google Blog