This year’s Google Marketing Live has gained added importance due to widespread privacy changes in Internet advertising. Google has had to make several adjustments to the way it works with advertisers and their data in order to continue advertising operations. Privacy changes have affected how ad technology platforms report on attribution and conversions, which is how often ads deliver the desired results. However, the mechanisms of online advertising are only getting more opaque, as privacy changes are forcing Google and other platforms to share the same data that can illuminate brands about online advertising markets.
Disclaimer said Google’s advertising platform, from Search to YouTube, is moving on from old marketing methods of tinkering with keywords and adjusting bidding strategies. Instead, marketers are using AI tools like “smart bidding,” which is when the marketer sets campaign goals, but automation kicks in to do most of the pricing work in online ad auctions. At Google Marketing Live, Google also discussed “Performance Maximize” campaigns, which make it easier for marketers to run ads on any Google asset like YouTube, Gmail, Google Maps, and Search. Google also tinkered with its Merchant Tools, creating more ways for retailers to link their product listings to advertising, making it easier to generate sales. To this end, Google launched a way for brands to bring their customer loyalty rewards data directly into Google Ads, this way a merchant can target organic deals when known customers visit their site. Customer loyalty programs are becoming a major first-party data source for brands.
“One thing Google is doing is rebuilding all of their data functionality that is coming from brands,” said an advertising agency executive who worked closely with Google and spoke on condition of anonymity.
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One of the brand case studies showed that French dating app Meetic used an old-school keyword marketing strategy that targeted explicit words like “dating” and “dating site” but included “broad match” and “smart Artificial intelligence techniques such as bidding were also implemented. “Broad match” drives automation in brand keyword strategies. “Clients were initially apprehensive about losing control over the queries on which their ads might appear,” Google said in its case study. So as a first test, they used broad match on the top common keywords ‘dating’ and ‘dating site’ in a market. Initial results were impressive. There was a 70% increase in conversions from normal campaigns.”
Google is making significant changes to its advertising platform for brands that use it to buy ads and publishers who use Google Ads Manager to fill ad orders. Google is experimenting with Privacy Sandbox, an initiative for ad tech vendors and publishers to sell ads on the Chrome web browser and Android devices without relying on third-party cookies. Google has announced new software services such as the Topic API – Application Programming Interface – which is a way to pinpoint consumers’ interests for ad targeting purposes without sharing personal identities with websites. Meanwhile, Google has a new zero-party data program called My Ad Center, where Internet users select the brands they receive ads from. (Zero-party data is when a consumer actively hands over data about himself.)
“You can draw a thread here in the midst of such exploration [of] The shopping stuff that we’re doing, the loyalty program,” Diskler said, “and then the ‘My Ad Center’ that we’re launching.”
Meanwhile, Google’s advertising changes come as the company is under scrutiny from lawmakers and regulators over how it operates its online ad auctions, so it should come as no surprise that Tuesday was part of its appeal to marketers. . Just last week, the US Senate introduced a bill called the Competition and Transparency in Digital Advertising Act, which would essentially sabotage Google’s ad tech platform, as the search giant’s ad auction is dominant in the buy-and-sell-side of Internet advertising. .
Also on Tuesday, Google announced updates to YouTube and Shorts Ads, one of its flagship video programs designed to compete with TikTok on mobile devices. Google rolled out Shorts ads to all marketers, and said it would start running “video action” and “app” campaign ads on Shorts. Video action ads contain a call to action to download an app or purchase a product. Google said those ads would be available for shorts and YouTube search in the second half of the year.
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