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2019-05-15 Big Changes Are Coming: Google Marketing Live Announcements You Need to Know

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On May 14th Google announced the 2019 Roadmap for the Google Ads platform.

Thanks to our premier partnership with Google, our expert was there to hear it live so that he can relay the information to you through a WordStream-exclusive webinar TODAY.

Save your seat to be the first to know:

What changes you can expect to see in Google Ads (and when they're coming)
How these changes will affect your account
How to use the advanced notice to your advantage and get ahead of the competition

Publicado en: Marketing
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2019-05-15 Big Changes Are Coming: Google Marketing Live Announcements You Need to Know

  1. 1. LIVE WEBINAR © Copyright 2019 WordStream, Inc. All rights reserved. Big Changes Coming to Google Ads: Top 6 New Products Announced at Google Marketing Live 2019
  2. 2. 2
  3. 3. Logistics • Webinar will be recorded – check your inbox for materials • Submit your questions for Q&A
  4. 4. 4 The webinar will be recorded. Check your inbox for the materials. Submit your questions for Q&A!
  5. 5. 5 Mark Irvine Director of Strategic Partnerships • Manages the partnerships between WordStream’s 30,000 clients and Google, Microsoft, and Facebook. • Voted One of the 15 Most Influential PPC Experts for the past 4 Years! • 7 Years of PPC Experience, 3rd Year at GML •
  6. 6. 6 https://support.google.com/adwords/answer/9023565 Attendees include representatives from top agencies, partners, and press from all around the world – Including WordStream!
  7. 7. 7 Last Year, Google’s focus was on introducing NEW automation for ads They announced and later introduced: • Smart Campaigns • Smart Shopping Campaigns • Automatic Feed Updates • Responsive Search Ads
  8. 8. 8 This year, Google’s focus was on how to improve that automation so that advertiser can better manage and measure their
  9. 9. 9 #1 Discovery Ads
  10. 10. 10 Google AdWords Becomes Google Ads Discovery campaigns are visual ad formats targeted to users across Google’s properties, including Google’s own homepage!
  11. 11. 11 Discovery Ads
  12. 12. 12 Discovery Ads Up to 5 images Up to 5 headlines 40 characters each. Up to 5 descriptions 90 characters each.
  13. 13. 13 Discovery Ads Discovery campaigns don’t rely on keywords, like your search campaigns. Instead, advertisers target audiences of users to show their ads to including: • Remarketing • Similar Audiences • Customer Match • In Market Audiences • Life Events • Custom Intent • Affinity Audiences • Demographics
  14. 14. 14 Discovery Ads Discovery Ads are meant to be used in conjunction with Search, Display, and Social ads. TechStyle found that Discovery Ads drove incremental conversions at roughly 25% lower cost per conversion!
  15. 15. 15 #2 Gallery Ads
  16. 16. 16 Gallery ads are the first search ads of their kind. They provide carousel of images for a user to swipe through or expand on the SERP.
  17. 17. 17 Gallery Ads • Gallery Ads are created within your search campaigns and are targeted by your keywords, just like text ads. • Gallery Ads only show on mobile in the top position. • Advertisers pay when users click through to the site, or scroll through 2+ images within the carousel or gallery.
  18. 18. 18 Gallery Ads
  19. 19. 19 Gallery Ads Early beta tests of Gallery Ads show impressive results – driving more clicks and a 3 times higher CTR on mobile than text ads!
  20. 20. 20 #3 Bumper Machine
  21. 21. 21 Bumper Machine is a machine-learning driven tool that helps advertisers create 6 second bumper ads.
  22. 22. 22 YouTube Video (<90 secs) 6 Second Bumpers Bumper Machine • Advertisers will provide a link to a longer YouTube video. Google will automatically create 3-4 short bumpers from that video. Advertisers can then make edits to sound and video.
  23. 23. 2323 Advertising outside Google drives more Google Search Cross-Network Ads Lift Branded Search Interest on Google!
  24. 24. 24 26% 31% 34% 420% 526% 50% 100% 150% 200% 250% 300% 350% 400% 450% 500% 550% 600% Only Google Search Google Search & Bing Ads Google Search & Display Google Search & Facebook Ads Google Search & Facebook Video Ads Google Search & YouTube Video ads GoogleBrandedSearchInterest Cross-Network Ads Lift Branded Search Interest on Google!
  25. 25. 25 Bumper Machine Bumper ads also drive a higher ad recall and purchase intent!
  26. 26. 26 #4 Redesigned Shopping Experiences
  27. 27. 27 Google is planning to redesign the Google Shopping Interface for consumers to surface recommended products and an immersive shopping experience.
  28. 28. 28 Redesigned Google Shopping Personalized Product Recommendations Search, filter, and sort products. Check ratings & reviews of products And checkout directly on Google
  29. 29. 29
  30. 30. 30 Redesigned Google Shopping •What advantages does Google Shopping have over Amazon: •Access to countless more signals (search, browsing, email) to determine relevant products. •Better, more complete reviews from the web & on YouTube. •Additional options to purchase directly from Google, online retailers, or direct users to a local store to purchase in person.
  31. 31. 31 #5 Deep Linking within Google Ads
  32. 32. 32 Deep Linking within Google Ads Today, a user who clicks on a search ad will always be taken to the website, even if they have downloaded the company’s mobile app and may prefer to convert within that app. Deep linking will allow advertisers to direct users with the app to a page within their app.
  33. 33. 33 Google will allow advertisers to deep link directly to links within apps & measure in-app actions as conversions.
  34. 34. 34 Deep Linking within Google Ads Today, a user who clicks on a search ad will always be taken to the website, even if they have downloaded the company’s mobile app and may prefer to convert within that app. Deep linking will allow advertisers to direct users with the app to a page within their app.
  35. 35. 35 Deep Linking within Google Ads Advertisers can create deep links with either Universal Links (iOS) or App Links (Android) Measure in-app events as conversions within Google Analytics for Firebase with a current SDK.
  36. 36. 36 Deep Linking within Google Ads Deep Linking has large implications for those with popular apps. Magalu found that by implementing deep linking, they increased their in-app purchases by 110% and their mobile purchases by 40!
  37. 37. 37 #6 New Controls over Smart Bidding
  38. 38. 38 Google will allow advertisers to adjust their smart bidding during periods of anticipated conversion fluctuations.
  39. 39. 39 Seasonality Adjustments Advertisers can omit certain periods from their smart bidding history (such as a broken pixel or site redesign). Alternatively, advertisers can choose to adjust their bids when they anticipate their conversion rates may change (such as during a sale).
  40. 40. 40 WordStream Special Offer
  41. 41. © Copyright 2019 WordStream, Inc. All rights reserved. Thank you!

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