Google Marketing Live had started with a keynote speech, which unveiled several additions as well as changes to Google Ads.
Most of the discussions were about automation and video ad upgrades during the event, while it also gave a glimpse of future technologies. The issue, however, is that the list of changes of Google now appears to be longer every year, which makes it tougher and more challenging to determine what remains more essential, points out Mithilesh Joshi.
That’s how Mithilesh Joshi has written a helpful summary to assist his readers in what changes or preparations they need to make.
This is what advertisers and marketers and advertisers must know from Google Marketing Live May 2022.
There were several minor features, betas, tools, and developments that came to the forefront at the event this year; however; they can be grouped in the following four categories:
Google Shopping updates – May 2022
The Google Shopping experience at this year’s event spoke about “ideas,” “intuitive,” and “inspiration.” Hence, there are essential shopping improvements that will be concerning to the e-commerce brands and companies.
Checking out directly on Merchant: Shoppers will be able to directly come to the advertisers’ site checkout page, as they could checkout directly from a listing. Shopify and Walmart have already started with this, and now many other retailers and partners will also join in, in the near future.
Top-notch Shopping Experience: For apparel buying, people will get a “powerful, swipeable, visual feed” shortly in the holiday season. Rich images and description-based, organic results, and Shopping ads will get integrated into the SERP, and users will be able to also swipe up on an advertisement for seeing more about the product detail.
3D AR-rich Shopping Experience: 3D models of products in the search results will also be out there for people to view.
Recommendations for Product Improvement: It will allow retailers to optimize their campaigns, as well as individual products. It will also detect and diagnose problems with the products like insufficient bidding, missing information, and much more.
Video Ads Updates – May 2022
Additional Ads in YouTube Shorts: A lot many App and Video action campaigns will be optimized for YouTube Shorts across the world. Later, to make video ads even more shoppable, product feeds will start showing up on YouTube Shorts.
Google Discover’s Video Ads: Google is now exploring varied ways for bringing short video ads to Discover, which would seamlessly be in sync with organic content.
Display & Video 360 Connected TV Campaigns: To reach more people, demographic and in-market audiences across YouTube and several other ad-supported connected TV apps, people will be able to utilize Display & Video 360 to create connected TV campaigns.
Reporting updates – May 2022
Conversion modelling updates: This includes improved conversions integrations with HubSpot, Tealium, and other platforms, eon-device conversion measurement, supporting more browsers, and also a lead funnel report for understanding how the qualified and converted leads are performing.
Simplified tagging: Interestingly, one Google tag will be seen replacing the Global Site Tag for all the Google Ads and Google Analytics accounts, leading to Managing tags centrally without any additional code.
GA4 new Home experience: Google Analytics 4 will replace Universal Analytics in the upcoming year. It will soon have a new Home dashboard for automatically uncovering insights and predictions based on where the audience members are in their journey.
Automation Updates Advancements – May 2022
Performance Max Campaigns: Performance Max campaigns’ series of updates will be out throughout the year, which includes:
Video creation on YouTube in 60 seconds
A/B testing
Boosted campaign management support in the Google Ads mobile app and Search Ads 360
In-store sales optimization.
New performance data like audience, attribution, and auction insights
Recommendations and Optimization score.
Updates to Insights Page: Google will be out with three new reports for the Insights Page in the upcoming months. These include:
Attribution Insights: Allowing people to see how their ads work together across Google surfaces.
Budget Insights: Discovering new opportunities for budget optimization.
Audience Insights: Letting people know how their customer segments are taking forward campaign performance.
Responsive Search Ads Improvements:
Google will come up with automatically created assets for responsive search ads in the latter part of the year, designed for enhancing ad relevance.
The feature develops assets that are automatically based on content from existing ad units and landing pages.
If people opt-in, Google Ads will display the best performing combination of automatically created assets and provided assets.
Mobile-First Layouts for Responsive Display Ads: This will allow people to showcase their brand on full-screen vertical ad inventory. Also, Google is coming up with scrollable ads and videos based on the product feed.
All New Asset Library: A new account-level Asset Library people will be able to use for storing all their digital creative assets. They will have the option of creating video ads using YouTube-optimized templates.
Optimization Score Expansion: The score of Google Ads’ Optimization will be expanding to cover every campaign type for advertisers worldwide.
My thoughts on Google Marketing Live event
All of these major changes and developments are majorly related to the e-commerce realm. The bizarre part, in my opinion, is that Google product feeds will appear on YouTube shorts, leading YouTube to push hard on YouTube Shorts. Also, people will be able to add to cart directly from the SERP with Google Checkout.
I believe that Google’s reach will speed up consumers’ familiarity and adoption as I can list several e-comm/e-Tail partners that have their flavour of integration for this today.
It must be noted that the Shopify app for Google Shopping makes syncing to GMC easy, as their product data currently resides, where it does NOT make any feed optimizations simplistic, which stands as a significant distinction.
Last year, however, “Performance Max campaigns” were released as one of the most critical developments by Google. This campaign type allows people to advertise across all Google’s properties with a single campaign. Also, G makes Performance Max stronger with automation.
This will lead to more challenges on the organic side, offering various facilities to people which they can pay money for to gain monetary returns from Google. Another critical point is that all SEOs have to gain the edge over paid marketing.
This, I hope, has given you an idea of what really took place in the GML 2022.
Jigar Joshi, widely famous as Jigar Saraswat is an Indian content writer, Author, Blogger, Senior Editor working from 2015-16 in this vast field of Digital Marketing, PR, Content marketing. He has been providing Content writing services like Article writing, Press release writing, Blog writing, Website writing services etc for many years.
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