Today’s consumers are more curious, more demanding and expect to do their tasks agiler thanks to the help provided by mobile technology. They also expect your ads to be more useful and personalized.
Achieving this goal is not easy, especially when it is done on a large scale. For that reason, Google has just presented the Responsive Search Ads. These responsive search ads combine advertising content with the power of Google’s Machine learning to help you deliver more useful and valuable ads. You only need to provide up to 15 titles and 4 descriptions and Google will take care of the rest. By trying different combinations, Google learns the advertising content that gets a better result in a specific search query.
Therefore, it is possible that people looking for the same may see different ads based on their specific context. We know that this type of optimization works: on average, advertisers who use Google’s Machine learning to test multiple advertising content see an increase in clicks of up to 15%. These responsive search ads will begin to be delivered to advertisers in the coming months.
Maximizing profitability and performance on YouTube
People watch more than 1 billion hours of video on YouTube every day. Likewise, they go more and more to the platform to be inspired and informed before making any type of purchase.
For example, almost 1 in 2 car buyers says they go to YouTube to find information before deciding on a vehicle. And about one in two millennials visits the platform to see tips on how to prepare a recipe before deciding which ingredients to buy. This means that it’s essential that your video ads should be shown at the most appropriate time and to the most suitable audience.
Machine learning helps us focus our attention on results on YouTube. Later this year, the Maximize Lift tool will be launched to help you reach the people who can most likely come to your brand after viewing a video ad. This new strategy of Smart Bidding also has the support of machine learning, as it automatically adjusts the bids at the time of the auction to maximize the impact of your video ads on the perception of the brand on the route of consumer purchase.
The Maximize Lift tool is now available in its beta version and will begin to be provided to advertisers around the world later this year.
Increase physical traffic with the launch of local campaigns
Regardless of whether they start their searches on YouTube or Google, people still make most of their purchases in physical stores. In fact, searches on mobile devices based on the element “near me” have grown in 300% in the last two years, according to internal studies by Google and Ipsos, and about 80% of buyers will go to an establishment when they need an article immediately. For many of you, this means that it is essential to drive foot traffic to traditional establishments – especially at key times of the year, such as events and promotions available within the store.
The company has also presented Local Campaigns: a new type of campaign designed to exclusively promote visits to stores. You just need to provide some simple information – such as your business location and advertising content – so that Google automatically optimizes your ads to bring more customers to your store.
Get the most out of your Shopping campaigns
Earlier that year, Google launched a shopping strategy to optimize results based on your goals. This Smart Shopping campaign helps you achieve your revenue goals without manually managing and bidding for individual products or keywords. During the next months, this initiative will be improved to optimize the results of multiple business objectives.
Beyond maximizing the value of the conversion, you can also choose the visits to establishments or new customers as your goals. Machine learning incorporates the likelihood that a click will provide any of these results to help you adjust bids accordingly. In addition, it is also used to optimize where your Shopping ads are displayed – on Google.com, Image Search, YouTube and on millions of sites and apps on the Internet – and the products displayed there. To do this, it takes into account a wide range of factors, such as seasonal demand and prices. Brands such as GittiGidiyor, an eBay company that uses Smart Shopping campaigns to simplify the management of ads to improve their results, could increase the results of advertising spending by 28% and boost sales by 4%, saving time simultaneously when managing campaigns.
Support will also be added for the main e-commerce platforms, to help them simplify the management of their campaigns. During the next weeks, you will be able to install and manage Smart Shopping campaigns directly from Shopify, in addition to Google Ads.