2022 Google Marketing Live
Our team attended Google Marketing Live this week, where Google shared the latest product innovations, trends and insights. Overall, this keynote shared many impactful changes which serve a general purpose to both boost efficiency and increase available insights based on performance. We’ve included some of our key takeaways below with action items we’re taking related to our client’s business:
Performance Max campaigns have new enhancements including experiment tools to A/B test and measure the incremental impact, channel path insights, in-store goals, and more.
- We are identifying opportunities to test performance max campaigns this quarter for our clients as a compliment to existing media.
Video Action campaigns and App campaigns will automatically scale to YouTube Shorts, reaching people as they’re watching short-form content.
- This places further importance on mobile-first video under one minute. We are monitoring video action campaign performance to see if there is any notable variance in performance.
The Google Ads account Insights Page will soon focus on and provide additional information on attribution and first-party data.
- We will review current attribution models and recommend changing if there is another model that provides opportunity for a better view on conversions. We will also continue to utilize and focus on top performing customer lists.
Later this year, Display & Video 360 will offer Connected TV ad campaigns to reach affinity, in-market, and demographic audiences across YouTube and other ad-supported connected TV apps.
- This latest offering allows us to programmatically buy CTV media in the Google platform that is hyper targeted and allows for real-time optimizations. Once available, we will review audiences relevant to our client’s business and determine a testing plan. If it’s not part of the current media mix, this could be a great testing idea for future consideration.
As always, we look forward to staying at the forefront of testing new products and innovations.
Logan Didier, Marketing “Executive” Intern