In the latest installation of Marketing Live, Google announced new features for advertisers on the ads platform. Updates included new insights on campaign performance and conversion attribution, new opportunities for video advertisers, and added capabilities for highly automated campaigns such as performance max. Read on to learn about our top takeaways from the 2022 edition of Google’s Marketing Livestream. 

‍Continued Evolution of Automation

• Experiment tools such as A/B testing will now be available to learn how performance max drives incremental conversions. According to Google, advertisers who use performance max alongside their other campaigns see an average increase of 13% total incremental conversions at a similar cost per action.
• Performance max campaigns will now include support for driving in-store sales with the ability to optimize for store visits, local actions such as direction views, and a new “burst” feature to boost in-person traffic during seasonal events.
• Google will begin to include additional insights to help advertisers understand what’s driving performance. These can consist of attribution, audience, and auction insights previously unavailable for performance max campaigns. 

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Expanded Video Ad Opportunities

• Short video ads coming to the Discover feed will give brands yet another tool to engage with audiences, while people scroll through their personalized content. Before now, advertisers have been limited to image ads only, so the addition of video is an upgrade in serving eye-catching, engaging content to users discovering a brand for the first time.
• Video action and app campaigns will be eligible for ads on YouTube Shorts. Advertisers will have ads automatically updated to serve YouTube Shorts. YouTube Shorts are averaging over 30 billion daily views, and online video watch time has increased 34% daily. More opportunities to place video advertising are promising opportunities to reach a wider audience. 
• Product feeds on YouTube Shorts are also expected to roll out later this year, allowing brands to feature clickable product listings directly within the video.

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Updated Insights Page

• The attribution report from the Insights page provides a view into how ads are working in tandem across all of Google’s channels. By identifying single and multi-touch conversion paths, this report shows how ads from Search, Display, and YouTube work together to drive conversions.
• This new attribution section will feature recommendations on conversion attribution models if Google perceives another attribution model will better inform an advertiser on which campaigns assisted in converting users.
• The budget report uncovers new opportunities to optimize ad spend and identify how spend is pacing against campaign performance.
• Google also announced support for first-party data, which helps advertisers to understand which customer match lists are driving campaign performance.

Interested in learning more? Watch the full keynote address here. If you’re looking for ideas on incorporating these new capabilities into your digital marketing strategy, contact us today. Call The Moran Group at 225-769-1059 or schedule a meeting online!

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Sources:

• https://adsonair.withgoogle.com/events/google-marketing-live-2022
• https://support.google.com/google-ads/answer/12158560?hl=en
• https://searchengineland.com/google-marketing-live-2022-recap-385367

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