Google is at it again, rolling out several new updates to their digital marketing platforms as early as today. Learn how their latest product changes announced during the Google Marketing Live 2018 keynote could affect the way you use their platforms and how you can optimize the updates to make your marketing initiatives smarter.
First off let’s take a look at why Google is altering their widely popular platform(s). With over 40,000 searches happening every second, people look to search engines for navigation in their lives. According to Google they’ve been listening to the estimated 3.5 billion searches a day and have learned that consumers look to advertising for assistance.
To meet those consumers’ needs, Google aims to deliver experiences that are both personal and add worth with three core principles in mind to be valuable, transparent, and trustworthy. To meet marketers’ needs Google promises better results, simpler experiences, and stronger collaborations. Using machine learning technology, Google streamlines processes so marketers can be more efficient and ultimately more successful.
Here are the top 7 takeaways that you should know about Google’s Marketing Live Keynote before you log in next:
1. Google Marketing Platform
Google’s new overarching platform for enterprise advertisers makes it easier to integrate and connect Search Ads 360, Display & Video 360 (formerly known as DoubleClick), Google Analytics 360, Tag Manager, and Data Studio to help marketers experience a stronger collaboration when building an advertising plan, buying media, and measuring consumer experiences.
2. Display & Video 360
Aka DoubleClick Bid Manager, Campaign Manager, Studio, and Audience Center has been rebranded with new workflows allowing consumers to build custom creative, check inventory right from the Marketplace, send RFPs directly to publishers, and collect real-time analytics through the new Integration Center.
3. Google Ad Manager
Google Ad Manager will encompass and replace DoubleClick for Publishers and DoubleClick Ad Exchange to bring their functionality under one single platform and brand.
4. Google Ads
Google Ads is an enhanced version of AdWords with new features like responsive search ads. Allowing marketers to utilize Google’s machine learning to automatically mix and match ad headlines and descriptions during searches for the most optimal performance.
Four new campaign types worth mentioning:
- Smart campaigns for small businesses – help small businesses connect with prospective customers more easily by streamlining different Google products; think Google My Business, search, and display advertising. Google is also supporting small businesses without websites to construct landing pages by using their display ads as a foundation.
- Shopping campaigns – benefits retailers looking to drive store visits and acquire new users. These campaigns can integrate with select e-commerce platforms, like Shopify, to automatically sync products in your inventory.
- Local campaigns – aim to get searchers to your actual brick-and-mortar location.
- Hotel campaigns – targets travelers looking to directly connect with hotels.
YouTube reports that people watch over a billion hours of video every day creating a lot of opportunities for marketers. So, to make the setup of a YouTube campaign even simpler and based on your goals, Google is launching two new campaign types:
- Trueview for reach – to help build awareness
- Trueview for action – to drive people to convert
You can even use the new bid type maximize lift bidding to automatically set campaigns to get the most conversions.
6. Mobile Landing Page Speed Score
Google will now display your mobile landing page speed time with a score based on a 10-point scale. This tool will have its own column in Google Ads to help you quickly identify areas of improvement and opportunity.
7. Cross-Device Reporting and Remarketing
Get the full value of customers throughout their journey on all devices to help make more informed decisions so you can become a better marketer.