Google has done it again. The advertising gurus’ Marketing Live Keynote yielded several new features marketers should expect to see soon if they haven’t already. The keynote focused on changes across all Google advertising products addressing three main concepts: value, transparency, and trust.
Taking a note from Google’s VP of Ads, Sridhar Ramaswamy, marketers are working in a world where the consumer is more curious, demanding, and impatient. Now more than ever customers are looking for and expect more personalized ads and relevant actionable solutions.
From announcements of brand new features and upgrades to existing advertising features here are our biggest takeaways from Google Marketing Live Keynote.
“My account” ad personalization
Google is now making it easier for people to opt out of ad personalization. With this ability to stop advertisers from tailoring individual experiences, it is an important step towards Google showcasing itself as a trusted source. So, while this might present a challenge for advertisers, Google is making major strides to ensure customers stay engaged and appease their demands.
Google Ad rebranding
No major change here other than a notable change to be aware of. Google announced its switch from Adwords to a new all-encompassing brand; Google Ads. The name change comes as an effort to highlight Google’s entire suite of advertising solutions.
Lead ads on YouTube
Google has finally come up with a like offering to Facebook’s lead ads; lead ads on YouTube. These recently announced ads will combine the undeniable reach of everyone’s favorite video platform and powerful audience targeting. The important piece of this being the ability to gain contact information on useful top-of-the-funnel prospects without making them take the long trek back to your website before handing over their information.
Gigantic responsive search ads
As a potential game-changer, Google’s new and improved, larger than life Responsive Search Ads could mean big things for advertisers. With up to 300 characters of total text, these Responsive Search Ads are the biggest thing to hit the SERPs in a while. This tool will allow for more combinations of headlines and descriptions to test over time to serve up the best message to the right people.
So far only the beta has been released, so stay tuned for the entire release of Responsive Search Ads to everyone.
Mobile speed score column
According to Google Ad project management director, Anthony Chavez, 50% of users will abandon a potential purchase if the landing page is slow to load. According to Google any page that takes longer than three seconds to load becomes “frustrating” for the user.
So, it is only natural that Google recently added a column in Google Ads for Mobile Landing Page Speed. The tool scores landing page speeds on a scale from one to ten, from “very slow” to “extremely fast”. This is just one more indication that landing page speed is an important aspect of your overall performance and is not going away anytime soon.
Cross-device reporting is now making its way to Google Analytics. Users will now be able to see device overlap, device paths, and acquisition paths. These reports will bring to life what type of devices and how many devices were used before conversion.
Hotel ads via Google Ads
A sign of where Google Search is going overall; providing relevant results with all needed information will allow for an action to take place. Hotel ads will show up in searches with booking ability allowing users to book directly from the Google listing. Until now this was only available in beta form but soon advertisers will be able to use this new feature via Google Ads.
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