What should we be expecting from Google to be rolled out this year. Get ready for some changes in how you're advertising now!
For a ppc specialist this is a must-read. Most prominent ppc news from Marketing Live 2019 in one article. Share if you liked it!
Discovery ads
Officially out of beta and available for all advertisers. From current testing I really don't see it as a performance campaign, since ROAS is about as low as that of non-remarketing display campaigns.
image by searchengineland
Google Trips
Plan your route, buy tickets, book hotels - all in one place.
Google trips rolling out on desktop today #GoogleMarketingLive #Montreal #TravelTuesday https://t.co/57wC2yrcBO pic.twitter.com/k3WWFzc9VW
Improvements to smart bidding
Showcase ads will be more prominent
➕? Showcase expands to google images, youtube & discover.? Hope my ads will see more impressions.#GoogleMarketingLIVE #ppc #googleads pic.twitter.com/j7UETApFhb
@GoogleAds says 80% of clicks on Showcase Shopping Ads are new customers. #GoogleMarketingLive #ppc @Optmyzr pic.twitter.com/imYP8fUwaB
Roll out of local campaigns
A local campaign promotes your physical store across Search, Display, Maps, and YouTube in a format similar to responsive ads. Once you’ve provided your store locations, some ad copy, a couple images, a budget, and a bid, Google Ads optimizes ad delivery across its properties to maximize foot traffic to your stores.
Swipe-able gallery ads in search
And our look at Gallery Ads -- an image-heavy, mobile Search ad format that can show in the top spot. CPC and cost-per-swipe after a user looks at 3 images (minimum images is 4.....) https://t.co/nMw9YW4h0H #GoogleMarketingLive pic.twitter.com/6TtGi8HvL3
MBB and Phrase match, goodbye
Phrase match and modified broad match will get the same close meaning variants as exact match did last year...
#ppcchat Come ON. Are we really gonna hem and haww about this like we did with exact match? This is absolutely inexcusable. What in god's holy name is @GoogleAds doing?I can think of no reason to do this other than to make Phrase on par with Exact's new levels of badness. pic.twitter.com/K7BHcM3O9w
US and France will see new shopping page personalized for user
Purchasing directly from Google will work by a new system linking Google Shopping with Google Express. Purchases will have a Google guarantee, and will use information from your Google profile to assist in a quick checkout process.
?? Google Shopping with your own personal Shopping page
- often bought
- recently viewed
- searching & filtering & reviewing
- buying online with google guaranteed
? France & USA #GoogleMarketingLIVE #ppc #googleads
No team to create your video ads? Try bumper machine.
Bumper machine - Generates 6-second video ads directly into Google Ads. Link to a Youtube video under 90 seconds and have three videos produced #GoogleMarketingLive
Seasonality adjustment
You'll be able to set up you business seasonality deviation in conversion rate so that the smart bidding strategies will be able to work with this data and adjust their performance accordingly.
Simplifying custom affinity and intent audiences
Custom affinity ➕ Custom intent are merged into?? Custom audiences ??#GoogleMarketingLIVE #ppc #googleads
Audience expansion tool roll out
A merge of similar audience and look-alike from Facebook, audience expansion tool is officially available for all advertisers. So far I gotta say I wasn't happy with its performance except for dedicated Gmail campaigns, but hope that with an official launch there'd be some twicks to make it work.