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Google announces product innovations in Ads & Commerce at Google Marketing Live India 2022 event

Jerry Dischler Vice-President and General Manager, Ads, threw light on the recent updates by the tech giant aimed at helping marketers conduct effective campaigns

Google announced its product innovations in Ads and Commerce during Google Marketing Live India 2022, an event for marketers to understand the different services offered by company.

Jerry Dischier, Vice-President and General Manager, Ads at Google shed light on the recent development update by the company to help marketers conduct more effective marketing campaigns.

He said, “Technology is powering more business growth around the world than ever before. And new consumer behaviours are redefining the role technology plays in everyday life. We see this in the surge of video watch time, the rise of browsing behaviour on Search and the growth in online shopping. There is opportunity in all of this.”

“With the right tools, you can meet your customers where they are today while building resilience for tomorrow — and Google is here to be your partner. Your insights and feedback are helping shape every investment we’re making across Google Ads,” he added.

Google has rolled out a development on Performance Max campaigns so that the advertisers will be able to drive more online loyalty sign-ups across YouTube, Display, Search, Discover, Gmail and Maps.

Starting this week, Video action campaigns and App campaigns will automatically scale to YouTube Shorts. YouTube Shorts now averages over 30 billion daily views — four times as many as a year ago — and Google wants to help businesses reach people immersed in the short-form content game. 

Later this year, advertisers will also be able to connect their product feed to their campaigns and make their video ads on YouTube Shorts more shoppable. The company has been experimenting with ads in YouTube Shorts since last year, and they’re now gradually rolling it out to all advertisers around the world.

“This is an exciting milestone for advertisers, and a vital step on the road to developing a long-term YouTube Shorts monetisation solution for our creators, which we'll share more about soon,” he said.

Performance Max campaigns are a powerful tool for helping businesses meet consumers where they are across Google channels. As per Google, advertisers that use Performance Max campaigns in their account see an average increase of 13% in total incremental conversions at a similar cost per action.

Google also announced six upcoming additions:

1. More tools for experimentation, like A/B tests to see how Performance Max is driving incremental conversions.

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

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

4. Maximise 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 so you know what’s driving performance.

6. Optimisation score and recommendations so you can see how to improve your campaign.

Insights page uses machine learning to identify new pockets of consumer demand and provide personalised trend data. Google can provide these types of insights, based on the billions of searches it sees every day and the millions of signals they analyse for every ad auction.

 

They also introduced three new reports that will roll out over the coming months:

1. Attribution insights show how the ads work together across Google surfaces — like Search, Display and YouTube — to drive conversions.

2. Budget insights find new opportunities for budget optimisation and shows how the spend is pacing against the budget goals.

3. Audience insights for first-party data show how customer segments, like those created with Customer Match, are driving campaign performance.

Discheir also spoke about, building resilience in a shifting landscape. He said, “At Google we’re driven by a shared goal: to be the most helpful company in the world. But we know that our products can only be as helpful as they are safe. That's why we’re launching innovations like My Ad Center later this year to keep users in control of their privacy and online experience. People will be able to pick the types of ads they want to see more or less of, and control how their data informs ads they see across YouTube, Search and Discover.”

Google hopes that these solutions can and will work for advertisers. The companies and advertisers can both advance privacy and continue supporting the ecosystem.

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