A rundown of Google Marketing Live’s announcements

Google plans new Shopping ad formats, including the upcoming ability for retailers to showcase their wares using AR to generate 3D imagery will be on display at the conference. This also includes the ability for merchants to better integrate their loyalty schemes into their Google ad formats.

Additionally, Google will also showcase updates to its Performance Max campaigns offering, including the potential for enhanced A/B testing of campaign tactics on both desktop and wireless devices — both in-app and mobile web.

Meanwhile, it will also hope to offer marketers better measurement and attribution services using its Insights Page. These services are currently in beta with Google claiming it will help marketers better optimize their campaigns, including helping them discern why they may not be achieving their earlier anticipated campaign goals.

So, what’s new here?

Jerry Dischler, vp and general manager, Ads at Google, told Digiday the updates are geared toward providing advertisers the ability to showcase their products and services, in a manner suitable to users’ needs, using automated technologies.

He further detailed how these ambitions also include the intention to enable better “account and campaign-level insights” through better forecasting and prediction tools.

Dischler added, “We’ve heard loud and clear more advertisers that they want increased transparency, and so we’re going to provide them with a whole bunch of more transparency … so, they know how the machine learning is working. We’re also taking the existing Local Campaigns and Smart Shopping campaign types and upgrading them to Performance Max.”

So, ads are coming to YouTube Shorts?

The announcements also include updates to Google’s Video action and App campaigns meaning advertisers using these platforms can automatically scale their campaigns to YouTube Shorts as of today. YouTube has also promised advertisers that as of later this year, they will also be able to connect their product feed to campaign creatives to improve conversion rates.

YouTube Shorts debuted in mid-2020 with Google starting to experiment with ad formats on the platform, which many interpret as a rival to TikTok (and arguably Google’s biggest success in the social media sector), since last year.

YouTube Shorts now generate more than 30 billion daily views, a 4X growth rate according to Google, with Dischler telling Digiday this increase in usage is a clear indication of user demand for a mix of long and short-form video.

“On the ad side, we’ve been slowly rolling out and experimenting with [in-stream] App ads and ads from Video action campaigns …read more

Source:: Digiday