Marketing professionals from around the world came together on 10th July to take part in Google Marketing Live 2018. The live-streamed keynote sessions covered new changes and initiatives for Google AdWords (now Google Ads), all of which aim to provide better results for businesses and focus heavily on AI and machine learning.
This annual event helps marketers and businesses all over to stay ahead of the curve and gives them the opportunity to improve their marketing campaigns and make ready for the future of online marketing.
With four new campaigns types rolling out (smart, local, hotel & shopping), and many more additions and changes, there is a whole lot going for businesses advertising online. But ultimately, these new campaign types aim to help marketers utilise machine learning to make their ad campaigns more successful.
For those of you who missed it, here is a recap of the speeches and what the main takeaways were for us.
Rolling out over the next few months is a new ad type, which provides automated ad testing and can help advertisers who wish to let Google’s algorithm do most of the work, run their campaigns more easily. Responsive search ads will do the following things:
Most of this is a bid to get advertisers to let go of A/B testing by pushing more for automated ad rotation. The result? This new ad type means you get 90% more ad text, which will help boost click-through rates.
Smart Campaigns are landing as a new ad type and are designed to be simple, to help save time and to deliver real results. Smart campaigns use machine learning to help businesses optimise their campaigns and reach more customers. This is particularly helpful for small businesses.
An impressive statistic says that the new smart campaigns are 3 times better at getting ads in front of the right customers, making it an exciting change for Google Ads. We are also going to see new Smart Shopping Campaigns which:
The new Local Campaigns are designed for businesses who wish to gain more foot traffic to their actual location. In a nutshell, Local Campaigns help you achieve offline goals. This new, fully dedicated campaign type helps advertisers to make more local conversions and store visits. Combatting the rising ‘near me’ searches on mobile, Local Campaigns allow advertisers to set a budget and the ads are automatically generated and optimized across search, maps, websites and apps.
So, if you would like Google to automatically optimise your ad campaigns simply and easily with machine learning, to increase store visits, this new campaign type is good news for you.
As well as these, new Hotel Campaigns will help you to utilise powerful bidding controls and maximise bookings depending on your ROI goal. You can connect with more travellers using this new campaign type, with Google’s latest machine learning technology.
There was a lot to digest at the talk this year, so we’ve put together a shortlist of other bits of important information.
If you feel you need help or advice for your Google Ads campaigns, give the team at Colewood a call to see how we can help.