Google Marketing Live

June 1, 2022

The annual Google Marketing Live event held on May 24th, 2022 boasted a vast amount of improvements for advertisers using the Google Ads platform, including upgrades to Performance Max and the introduction of Augmented Reality previews for products on Google Shopping. With the large number of advancements being introduced, you may be wondering which ones your company should focus on, so here are some of the most ground-breaking updates that were presented:

Enhancements to Performance Max

Google’s Performance Max ads are campaigns in which you choose a goal and define the parameters, then Google automation will develop the ads themselves. To encourage a higher usage of Performance Max, Google has announced the implementation of an “Experiment” tool, which will allow users to test the addition of a Performance Max campaign alongside any current campaign that your business is running. An optimization score feature will also be added to Performance Max and will provide a performance percentage based on the selected goal. With this number, Google will provide suggestions to increase the optimization score by means of targeting, budgets, etc.

Augmented Reality With Google Shopping Products

Google looks to compete with the Metaverse by introducing Augmented Reality to the Google Shopping experience. Advertisers will have the ability to feature 3D images of their products on the Google Shopping results page, allowing consumers to, in a sense, try before they buy. Google uses an example of testing furniture in a user's living space to simulate its size and appearance in the selected room.

Google Audiences to Include TV Users

Google Ads will be adding those who use YouTube TV and other Smart TV-related apps to the list of campaigns under Audiences. This will allow marketers to target a larger audience and be able to focus on specific audiences based on their TV-related affinities.

Auto-Generated YouTube Ads

Google announced that it will be expanding its auto-generated ads to YouTube videos. The company touts that users will have the ability to create a video ad in as fast as 60 seconds. Users simply have to upload at least five images, logos, and/or pieces of text for Google to be able to auto-generate the advertisement. The quality of these advertisements is still unknown, but it could be a valuable resource for companies who are new to the video advertising industry and have lower content creation budgets.

Ads on Google Shorts

In order to compete with TikTok ads, Google will be scaling users’ ads to fit the dimensions of Google Shorts. While any existing video ad can be resized to fit in Google Shorts, advertisers may want to tailor their ads before adding them to the platform. This could include shortening the ad duration or changing the overall creative style of the ad.

All of these upgrades prove that technology is bringing exciting enhancements to the world of marketing. Some of these improvements will not be available for a few months as they are still being tested and tweaked. However, it is never too early to continue doing research and to begin familiarizing yourself with each element so your business can be a step ahead once the new features are released.

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