Advertisers Reach Audience Through Personalized Ad Tools by Google

The Google Partner’s livestream event from today, 7/10, featured some great speakers onstage to promote new Google products and marketing innovations. The speakers talked about the latest in Google Ads, Analytics and Platform Solutions.

 

Google is Promoting Machine Learning Benefits with new Advertising Campaigns

 

  1. Google Marketing Platform combines the most common Google services into a single platform
  2. Google Adwords > Google Ads
  3. New campaign types are available aimed at catering to specific business categories.

 

Google Marketing Live Keynote Highlights

Keynote speaker Sridhar Ramaswamy discusses how Google ads are changing to work for everyone; being valuable, transparent and trustworthy. Marketers will learn how to deliver more effective ads that put people first.

 

Google wants to help advertisers understand how to satisfy customer intent by leveraging machine learning and custom approaches to campaign building. Google search results are more tailored to needs through price, reviews and nearby locations of what the customer is searching. New controls are available to consumers control ads and control how their data is used. Additionally, display ads contain new controls to allow advertisers more conceptual control over what types of content their ads can show up on.

 

Check out the image below for examples of site category types you can manage in Display Ad campaign placements.

 

With Google ads, you can now:

  1. Deliver ads tailored to the customer
  2. Combine enterprise and marketing
  3. Measure digital media results
  4. Have a simpler way to purchase ads.

 

Sridhar drove home the reminder that your customers must have your trust. Although customers are now more difficult to please than ever before, the onus remains on agencies and advertisers to create ads that earn trust FTW!

 

Relevant video ads are shown to add an impressive positive influence

Guest speaker Nicky Rettke discussed how to drive better results by being relevant to the consumer. The marketer needs to not only find the right keyword, but assist the consumer in every step of the way to purchase. Being relevant helps you to understand the consumer.

New video ad options for youtube ad some really interesting potential approaches. They are trying to to make it possible for businesses & brands to use the buying funnel step to define appropriate advertisement goals. And, for the first time, you’ll be able to integrate a conversion form right below the video. We can’t wait to try one of these!

 

Some of the new features on Youtube include:

  1. Truview for Reach helps to raise awareness throughout a broad set of customers.
  2. Trueview for Action helps to take those customers and drive conversions to your site.
  3. Trueview Ads allows users to skip ads after 5 seconds
  4. Trueview Instream Ads allow viewers to watch 30 seconds of the end and end the video or interact with the ads.

These are powerful when matched with intent audiences, which help reach the exact people you are looking for at the time of purchase. With call to action buttons on the videos, the consumer shopping experience is simpler while driving brand awareness and measuring results.

 

Anthony Chavez, another guest speaker today, talks about machine learning and how to use it to your advantage. When you search Google, it collects your information to give you an ad that is relevant and tailored to your needs. Smart bidding helps to make bids based on customer intent and context from searches. Google recently introduced responsive search ads, which allow for more flexible yet simple ads to drive results. Google will mix and match your headlines and descriptions to deliver tailored messages and find the best combinations. Landing pages on on mobile will also aid in the customer experience if they are quick. If you have a slow mobile  site, it will drive customers away. The landing page speed score will help to determine which pages give the best customer experience and which need to be better optimized.

 

What has Google Got for Small Businesses?

Guest speaker Kim Spalding discusses how simplicity is essential for business, especially those that are small. The new ad solution for small businesses, smart campaigns, uses the innovation and technology from Google ads to give for a simple experience. Machine learning will find you new customers and optimize campaigns to save time and focus on results. Smart campaigns will get you 3 times better results with getting your ads to the right audience.

 

What can you do with this information?

With Google’s new updates and features, advertising has never been simpler with saving time, making direct connections with customers while driving performance. Get better results with updates that tailor your ads to the right customers at the right time. To make the most of the rich, intense moments when your customers need you, contact us to help get you setup and ready to use the new Google tools that leverage machine learning to deliver better results!

If you have not yet seen the Google Livestream from 7/10, you can view it below: