At the annual Google Marketing Livestream, Google announced some new features and provided advertisers with more existing tools.
We have divided major announcements into six main themes: focus on privacy, automated solutions, stand out in SERPs, report updates, new solutions for retailers, and new solutions for the travel industry. There are new announcements in each topic, you don’t want to miss it! There are 19 important announcements!
Continue to pay attention to privacy
FLoC is still Google’s main focus. They emphasized the importance of creating a privacy-first platform, and shared some audiences and tracked advertisers’ updates.
Custom audience promotion
With the upcoming privacy changes, first-party data becomes more valuable than ever.
Therefore, Google announced that custom audiences will be rolled out to “almost all” advertisers because they removed some restrictions on who can use custom audiences.
Conversion tracking update
A few weeks ago, Google announced an update to its update method Track conversions and their plans to model agreed model data to help alleviate gaps in tracking. Today, they announced that they are adding consent functionality to Google Tag Manager. Companies that use the agreed solution can integrate it with GTM. It also integrates directly with the “consent mode”, so you can control label behavior based on consent without having to add complex edits to the label settings. This setting is available today.
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More automation solutions
Google emphasizes that automation is the focus of continuous attention. Google pointed out that more than 80% of advertisers use automated bidding to achieve their goals.
Expanding target return on ad spend
Because advertisers have achieved success with target advertising ROI bidding strategies, Google has promoted it to other channels, including discovery ads and video action campaigns.
Maximum expansion performance
Last year, Google announced Performance Max Beta, an automated campaign type that can drive results in YouTube, display ads, search ads, and discovery ads. As of today, the Performance Max campaign has been promoted to thousands of other advertisers and is expected to be fully promoted later this year.
For advertisers who have been using Performance Max, they can look forward to seeing new reports. As part of the early feedback, Google heard the request for increased transparency, so it plans to start reporting on the best performing creatives, auction insights, and trending search categories. Advertisers will be able to preview their best ads on each channel.
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Stand out in SERP
Google announced that the image extension is now out of Beta and available worldwide. Advertisers can now add images to search ads to help them stand out from the competition.
Google Analytics and report updates
Google announced a new reporting solution to help marketers better understand the customer journey-focusing on the multi-touch marketing ecosystem.
Extend modeling capabilities to behavioral reports
Google announced that they have extended their modeling capabilities into behavioral reports to help marketers gain insights about the customer journey even when cookies are not available.
Advertiser reports in Google Analytics
Google also announced that it will launch a new advertiser experience in Google Analytics to provide deeper insights into the effectiveness of campaigns, such as cross-channel performance, advertising metrics, and recommendations. Google pointed out that they are looking for ways to help connect users’ journeys across websites and applications in a private and secure way.
Incorporate YouTube and display ads into the attribution model
As previously announced, Google reiterated that they plan to soon incorporate YouTube and display advertising into attribution models, including data-driven attribution, which will help advertisers understand the impact of multichannel campaigns on their marketing ecosystem.
New solutions for retailers
For retail advertisers, today is an important day as Google announced a series of new features and new options to help retailers connect with potential customers.
New attribute tags can help consumers connect with like-minded companies
According to a study by 5WPR, 71% of consumers want to buy goods from companies that match their values. Therefore, Google created business attributes owned by blacks earlier this year. Google plans to introduce other identity attributes soon, including female-dominated attributes.
Use augmented reality technology to let potential customers try makeup and clothes
Google initially introduced a new augmented reality experience that allows people to try makeup to find the perfect match. Today, they announced that they also plan to introduce a new AR experience to people to visualize the appearance of clothing on a body similar to their own.
Merchant loyalty program integration
Google is piloting integration of merchant loyalty programs to allow customers to receive special loyalty prices and offers, such as free shipping. If consumers already have an existing loyalty program in the store, they will be able to link it immediately. If they don’t have a loyalty program yet, they can easily create an account by clicking a button.
Google plans to launch a “transaction results page” to make it easier to find promotional information in search and shopping tabs. Google will also create a transaction optimization report in Merchant Center.
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Advertising shopping options
In the past year, store choices and consumer preferences have changed greatly. As a result, Google updated its local inventory ads to enable it to display products that can be used for store pickup, curbside pickup, and now “pickup later” products.
Google will also be moving in a further direction to create a new (free) experience that allows consumers to see the shopping options available in any given store in one place after discovering the product. This may include store pickup, e-commerce shopping or Google’s local checkout process.
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Roadside pickup and in-store shopping tags are now also extended to YouTube and Google Maps local ads to help advertisers attract more shoppers nearby.
New store payment purchase options
Soon, for business listings that have “Buy on Google” enabled, customers will also see “Pay in Store” as a purchase option. This is currently being tested. Search and shop. The goal of the tag is to promote to YouTube and images later this year.
New e-commerce integration
Last week, a new Shopify integration was announced. Google announced today that retailers on WooCommerce, GoDaddy and Square will be able to integrate with Google easily and for free. Google hopes that this open ecosystem means that retailers will have more ways to be discovered across Google, and shoppers will have more choices.
Connect Google Merchant Center to Discovery Ads and YouTube Video Action Campaigns
Google helps advertisers associate their product feeds with more ad placements. Google points out that advertisers who associate product feeds with video action campaigns generate 60% of conversions. As a result, they are now helping retailers associate their feeds with discovery ads (the beta version is currently open to all advertisers worldwide, and video action campaigns are available for all advertisers).
New solutions for the travel industry
When travelers search on the SERP main page or map page, Google’s hotel advertisements will be displayed. Now, Google announced the launch of three new products to support the travel industry.
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Hotel reservation extension
The hotel reservation extension is now available in beta for advertisers worldwide and allows prospective customers to start the booking process from the extension.
Now, the holiday home rentals on the hotel results page will also be included with the hotel.
Strengthen committee (per stay) bidding
Google makes it easier for advertisers to find more qualified customers at a lower cost by increasing the omission rate (per stay) bids.