On Tuesday 10th July, Google unveiled the latest products, updates and changes across their advertising platforms. As thousands of people gathered for the keynote in California, Mabo hosted a live stream of the event so AdWords advertisers come and witness the latest features as they were announced and get feedback on the updates from the Mabo staff.
The first thing we should mention is that AdWords is becoming Google Ads. This was something that was announced prior to the event, but equally something Google was keen to remind everyone of at Google Marketing Live. For the full lowdown on the Google rebrand, please do check out our blog on the switch up here.
In an age now where customers are curious, demanding and impatient, Google has launched new features within Google Ads to help advertisers improve slow websites, automate campaign creation and encourage potential advertisers to sign up to Google Ads for the first time. Here are some of the coolest takeaways from the hour-long keynote:
- Cross-device reporting in Google Analytics: this new Analytics feature gives you the tools you need to better organise data across multiple devices into a cohesive analysis. It sounds fantastic and will enable you to “get a better idea of how seemingly unrelated touch points, sessions, and interactions are connected.”1 One thing Google did mention is that this information is only available to be seen by users who have agreed to share it. GDPR and all that…
- Smart Campaigns: a new campaign type that is ideal for small businesses who maybe haven’t tried Google Ads just yet, this new feature builds can work for Search and Shopping. In Search, ads will be built by Google, given that you provide headlines and descriptions, and they will crawl and select auto-optimised landing pages and write the best possible ads for your products/services. In Smart Shopping campaigns, Google’s AI and machine learning will crawl your website and, later this year, they will roll out automated feeds for products. This particular feature sounds epic for small e-commerce businesses, as it crawls your website and builds a Google shopping feed for you.
- Local campaigns: something that will be available globally within the next few months, Local campaigns are being launched to make it easier to track store visits and the optimisation & measurement that you need to be able to focus on. The intent of these campaigns is to drive foot traffic to, as Google kept saying “brick and mortar stores”. According to Google, “three out of four people who conduct a local search on their smartphone visit a related business within 24 hours”2, so this new campaign type could prove to be really useful.
- Landing page speed score: you now no longer have to leave Google Ads to get access to site speed data and analysis from Google. Not only is the Mobile Landing Page Speed Score column now a part of the Google Ads interface, it’s automatically updated daily. Yes, daily! Given that Google announced that “over half of all smartphone users would not make a purchase on a mobile site because it takes too long to load”3, we’re sure this new feature will be of huge benefit to advertisers and agencies alike.
As you may gather, there was a lot of focus on AI, machine learning and empowering advertisers to create content that their potential customers want to see. Throughout the keynote, Google stressed the importance of relevant ads, even suggesting that “91% of smartphone owners bought or plan to buy something after seeing an ad that they described as relevant.”4 For more information on how Google is giving advertisers more access to machine learning, hit up the AdWords blog featuring a few of the ideas discussed at California.