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June 8, 2022

YouTube minifies ads in privacy update: Key announcements made at Google Marketing Live 2022

Google has announced a suite of product innovations in the India edition of ‘Google Marketing Live’. The biggest announcement has come for YouTube Shorts. Google has been experimenting with ads in YouTube Shorts since last year, and is now slowly rolling it out to all advertisers around the world.

“Video Action campaigns and App campaigns will automatically scale to YouTube Shorts. YouTube Shorts now averages more than 30 billion daily views – four times the year before – and Google wants to help marketers reach those immersed in this short-form content,” the company said in a press release.

The search giant announced the upcoming six updates for the ‘Performance Max campaign’.

1. More tools to experiment with to see how performance maximization is driving incremental conversions.

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2. Extended campaign management support in Search Ads 360 and the Google Ads mobile app.

3. Support store sales goals to optimize for in-store sales, in addition to store visits and local actions.

4. Maximize impact with burst campaigns for a set time period to help meet in-store goals during seasonal events.

5. New insights and explanations, including attribution, audience and auction insights, to find out what’s driving the performance.

6. Optimization scores and recommendations to improve the campaign.

The company said it is rolling out three new reports that will emerge in the coming months:

1. Attribution Insights shows how ads work together across all Google surfaces — like Search, Display and YouTube — to drive conversions.

2. Budget Insights finds new opportunities for budget optimization and shows how spending is progressing against budget targets.

3. Audience Insights for first-party data showing how customer segments, such as segments created with Customer Match, are driving campaign performance.

In addition, Google is also rolling out innovations like ‘My Ad Center’ later this year to give users control over their privacy and online experience. “People will be able to choose the types of ads they want to see more or less, and control how their data informs the ads they see in YouTube, Search and Discover,” the company said.

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