Every year Google throws a big event. Well, in reality they throw several, but for the purposes of this article, they throw one, very important event – it’s called Google Marketing Live. It’s a three-day event, where the top developers at Google stand in front of a massive audience of SEO gurus, marketing experts and tech junkies and tell them all about their newest products. They also use it as an opportunity to get feedback from the audience on current features, and what they would like to see built for the future. This year there was quite a big focus on Google Ads, which is great news for us (and you), because it means lots of exciting new features to try out and play with! So today we’ve picked our favourite 4 to go through with you today. So buckle up, and let’s go the future!
Google Ads Goes Mobile
Your customers aren’t the only people on the go – you are too! That’s why Google created the Google Ads app. But in the years since it was brought out, users found the app a bit restrictive. There were too many things you couldn’t do without desktop access, and too many functions and reports you couldn’t see on the app, which made it difficult to get a full and complete picture of your ads while you were out and about. But Google announced that they are making lots of changes to the Google Ads mobile app, including allowing users to create and edit a responsive search ad directly from the app. This is a huge change, as previously you could only manage existing ads on the app, not create new ones. They will also release updates around recommendations and notifications, which will let you add new or negative keywords, pause poorly performing keywords and opt into all Smart Bidding strategies – all off the back of notifications sent when Google thinks you could improve your ads. All of this means you can manage your campaigns more efficiently from anywhere, without having to worry about when you’ll next be in front of a computer screen.
Use Local Campaigns To Drive Local Actions
Consumers are increasingly turning to their mobiles to do research on brands and products before they head into a shop. This means that businesses have a huge opportunity to influence and assist customers purchasing decisions before they even walk through the door – thanks to Local Campaigns. Local campaigns are the first type of campaign in Google Ads that is specifically designed to help marketers drive foot traffic to stores, restaurants, car dealerships, or basically anything with a bricks-and-mortar location and a B2C customer base. So far this feature has only really been available to bigger companies, but now Google will be expanding it’s features and rolling the whole lot out to smaller businesses. With new features to prompt customer action (including a really interesting ‘inventory’ feature – which we’ll get to later), retail-based businesses could see a real upswing in ROI with this new type of campaign.
Shopping Ads Innovations
Following on from the local campaigns, Google will also be allowing local retailers to create and optimise Smart Shopping Campaigns for shop visits, and display their local inventory information. Smart Shopping campaigns have been around for about a year now, and use machine learning to optimise shopping ads for performance and placement. But with the new update. Google says Smart Shopping will also let retailers optimise for online conversions, drive store visits and even run local inventory ads, giving customers the option to ‘buy online, pick up in-store’, without the retailer needing to have a full e-commerce system set up on their website. Again, this is fantastic news if you run a retail business.
The Bumper Machine
This one’s a little more techy, but very cool!.Google has been working on a tool called the ‘Bumper Machine’, that can cut down a longer ad into just 6 seconds. It’s all done using machine learning, where AI takes a 30 or 90 second ad that’s been submitted by an advertiser, and creates a 6 second bumper ad out of it automatically. It works by searching for key elements in the ad (like voiceovers, a focus on specific people, company logos or products), and creates an ad using those foci, always ending on a 2 second call-to-action. The tools will create 4 versions of the ad, and the user can choose which one is used. It’s currently only in Alpha testing phases, with a worldwide rollout and more information predicted once Beta testing is complete.
That’s it for now! What did you think of the new announcements? How do you think they will change the way you interact with Google Ads in the future? I’d love to hear your thoughts, so please, pop a comment in the box below! Or if you have any questions, please just get in touch with the team today.