Tommy Pearson - Head of PPC at Digirank summarises the key changes announced by Google at this year's Marketing Live event.

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Google Marketing Live
Round-Up 2019
16TH MAY 2019

3. Source: https://blog.google/products/ads/new-ad-innovations-new-consumer-journey/
“Consider a woman from a recent study, who
spent 73 days and interacted with more than 250
touchpoints (searches, video views, and page
views) before purchasing a single pair of jeans.
She visited several blogs, browsed large merchant
sites, searched for local retailers, and watched
product reviews on YouTube. Like many of today’s
consumers, she wanted to enjoy her time
shopping, engaged with brands that inspired her,
and narrowed limitless choices before picking the
perfect pair.”
Building for the new consumer journey

4. Amazon - Ya Better Watch Out
● Amazon are constantly growing and Google
want a bigger piece of the action
● Unlike Amazon, Google feels they can offer more
for brands by allowing them to:
○ Be a trusted adviser.
○ Provide rich answers seamlessly.
○ Give users the option to move as quickly or
slowly as they want in their discovery
journey.

5. More Shoppable Google Shopping
● Google checkout will allow users to buy
directly from the SERP
● Shoppers can purchase what they
want with simple returns and
customer support, backed by a Google
guarantee
● Google Home enabled for voice search
purchases
● Also supports click and collect, a key
USP against Amazon

6. A More Personalised Shopping Experience
● Personalised Google Shopping homepage
based on shopping history, search history
and saved shopping lists.
● No two Shopping homepages will be the
same

7. More Shopping Ads in More Places
● Shopping Showcase ads will be
expanded to Google Images,
YouTube and the Discover Feed
● Lifestyle images that show
products in situ
● After a click, users are taken to a
selection of related products all
from one retailer

8. News Feeds Aren’t Dead
● Facebook are also in Google’s firing line,
with an estimated 800m uptake in users of
Google Discover in the past year, their
equivalent of a news feed
● Discovery Ads will allow marketers to
show ads in this feed for the first time.
● Mobile first, native, swipeable carousel ads
on Google Discover, the YouTube
homepage and the Gmail Promotions tab
● 100% automated, audience based and CPC

9. Gallery Ads - Google’s Carousel
● 4-8 images, a 70 character description for
each image and 3 headlines for testing
● Keyword based targeting alongside your
other search ad formats, but will only show
for absolute top of page (position 1)
● Charged at CPC for a click through to the
site or after 3 swipes on the images
● After testing within the automation
industry, Gallery ads have had 25% more
interaction at the top of the mobile SERP
than text ads

10. SEOs Optimising for Mobile…..

11. Video - Auto Bumper Ad Creator
● Google are still finding video
uplift hard from smaller brands,
particularly on bumper ads
● The Bumper Machine will
automate 6 second video ad
creation from any video shorter
than 90 seconds
● Can still make edits before saving
and serving them

12. Local Campaigns - Drive Footfall
● A new campaign type set up like
a responsive display ad that
serves across Search, Display,
YouTube and Maps
● Provide store locations and a
budget, and Google will
automate the rest, optimising for
in-store visits
● Beta results saw a median
in-store ROAS increase of x5

13. Targeting
● Custom intent and custom
affinity audiences are merging -
Custom audiences
● No more distinction between
interest and commercial intent
● Available for all Google Ads
channels
● Adding an audience expansion
tool, very similar to Facebook
lookalikes
● Data pulls from search history,
Gmail, Play, Maps and onsite
behaviour

14. Improved Smart Bidding
● Selectable conversion actions
which affect the bidding strategy
● Campaign level conversion goals
based on these conversion
actions
● Bidding signals are now coming
from all Google products
● Account/Campaign level rules for
seasonality adjustments

15. Thanks!
Any Questions?

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