16 Announcements From Google Marketing Live 2022

Google Marketing Live kicked off the day with a keynote, announcing 16 changes and additions to Google Ads.

The keynote focused primarily on video advertising improvements, developments in automation, and a preview of forward-looking technologies.

Here’s everything you need to know to catch up on today’s announcements.

Video ads updates

More ads in YouTube Shorts

Video Actions and App campaigns on YouTube Short are now rolling out all over the world.

Later this year, product feeds will start appearing on YouTube Short, making video ads more shoppable.

Google Discover video ads

Google is exploring ways to bring short video ads into Discover, which fit seamlessly with organic content.

TV campaigns related to Display and Video 360

Soon you’ll be able to use Display & Video 360 to create connected TV campaigns to reach audiences, market segments, and demographics across YouTube and other ad-supported connected TV apps.

Advancements in automation

Performance Max campaigns

A series of updates are rolling out to Performance Max campaigns throughout the remainder of the year. They include:

• A/B testing
• Expanded campaign management support in Search Ads 360 and the Google Ads mobile app
• The ability to improve sales in the store
• New performance data such as referral, audience, and auction statistics
• Improvement result and recommendations

Insights page updates

Google is rolling out three new reports to the Insights page over the coming months. They include:

• Attribution insightsLearn how your ads work together across Google platforms.
• budget insightsLook for new opportunities to improve the budget.
• audience insights: See how your customer segments drive campaign performance.

Improvements to responsive search ads

Google is rolling out auto-generated assets for responsive search ads later this year, which are designed to improve ad relevancy.

This feature automatically generates assets based on content from existing landing pages and ad units.

If you choose to opt in, Google Ads will display the best mix of submitted assets and auto-generated assets.

Mobile-First formats for responsive display ads

All-new mobile-first layouts will allow you to showcase your brand on full-screen vertical ad stock.

Additionally, Google offers scrollable ads and videos based on your product feed.

All new asset library

A new account-level asset library can be used to store all of your digital creative assets. You’ll soon have the option to create video ads using YouTube’s improved templates.

Expand the optimization result

The Google Ads optimization score expands to every campaign type within for advertisers all over the world.

Forward-looking features

Google has announced a series of advertising features that it says are designed to build “resilience for the future of marketing.”

These features include:

• Transfer Lift Tests: Measure incremental conversions based on users and geography.
• Search lift testsMeasuring the impact of your YouTube campaigns in driving organic searches on Google and YouTube.
• Google tag: the global site tag will become the Google tag and will be updated with new capabilities.
• My Ad Center: Google will allow users to select the types of ads they want to see more or fewer.

Briefly

To wrap it all up, these were the key announcements from Google Marketing Live:

1. Video campaigns and App campaigns coming to YouTube Shorts
2. Product Brief Coming to YouTube Shorts
3. Video ads are coming to Discover
4. Connected TV campaigns come in the Display and Video 360 space
5. A/B testing comes Performance Max
6. Expanded campaign management support in Search Ads 360 and the Google Ads mobile app
7. Ability to optimize campaigns for in-store sales
8. New performance data such as referral, audience, and auction statistics
9. Optimization score for all types of campaigns
10. New Insights reports
11. Automatically generated assets come to responsive search ads
12. Mobile formats first come responsive display ads
13. New asset library at the account level
14. Search and conversion optimization tests
15. The global site tag will become the Google tag
16. My Ad Center will allow users to control the ads they see

Source: Google Ads Help
Featured image: Tada Images / Shutterstock