Recently, L2Ters had the opportunity to attend Google Marketing Live 2018. At the event, we learned about exciting new products and features that Google will be releasing in the next year, such as Responsive Search Ads and new YouTube advertising formats.
Responsive Search Ads
Anthony Chavez, Google Product Manager, spoke about one of the newest innovations in search advertising, called Responsive Search Ads. Google’s machine-learning technology already can be used to show your relevant advertisement to potential buyers as they’re actively searching for your product. But Google’s new Responsive Search Ads are more flexible ads that will simplify the ad creation and testing process, plus deliver even better results. Powered by Google’s machine learning, Responsive Search Ads mix and match multiple headlines and descriptions to find the very best possible combination in order to provide potential customers with uniquely tailored messages. These ads can display up to three 30-character headlines and two 90-character description lines. That is a 90% text increase from what today’s search ads offer, which means that there is more opportunity to communicate different benefits and features with potential customers. It also allows us to see what messages are performing best, so we can see what is the most successful in engaging potential customers. Using the three headlines and two description lines, Google will automatically select the combination that best matches the searcher’s query.
How It Works
Advertisers provide Google with at least 15 headlines and four description lines. Then, Google’s machine-learning technology builds ads with various combinations and orders of the provided headlines and description lines, based on the relevance to searchers. Finally, Google uses three headlines and two description lines based on the relevance to searchers.
Additionally, Responsive Search Ads can adapt to show multiple combinations on a variety of ad formats and can use different messages based on device and creative signals.
Tips for Best Practices
As with any new ad type, it can be beneficial to take some risks and be creative with how you utilize it. By experimenting with different messages, you’re able to better explore what the advertising product is capable of. Chavez also offered three tips to get the most out of this product:
- Focus on the headlines. Write the first three headlines as if they’ll appear together. It’s also beneficial to think through possible combination scenarios because of the automated order.
- Include your keywords in some headlines, but not every headline. Google’s machine-learning system will determine the right headline to use.
- Make each headline distinct by highlighting different features, benefits, offers, and calls to action. Then, come up with a few more other headline ideas. Doing so will give you a larger variety of options.
Responsive Search Ads is currently being tested in beta and will launch within the next few months.
New YouTube Formats
YouTube advertising has increased in popularity in recent years as more and more potential customers use the platform as a search engine. In order to adapt to these evolving consumer trends, Google developed new advertising formats specifically for YouTube. At the event, we also heard Nicky Rettke, Google Group Project Manager for Video Ads, talk about the new YouTube advertising formats, including TrueView for Reach, TrueView for Action, and Maximize lift. These exciting new ad formats will help your brand get the most out of video advertising on YouTube, while also improving results.
TrueView for Reach
This feature brings the format of in-stream YouTube advertising together with the simplicity of CPM (cost per thousand impression) buying. TrueView for Reach is optimized for simple reach, helps raise brand awareness among potential customers, and is 95% viewable and audible. And, it’s available now!
TrueView for Action
This feature is perhaps the most exciting of the new YouTube formats because of its ability to drive leads, sales and conversions to your brand’s website. The prominent call to action button appears throughout the video ad, directly below the ad, and following the video. This branded banner can be customized to a specific goal, such as “Schedule your test drive!” This feature is available now. However, later this year, form ads will be coming to video ads, so your dealership will be able to generate leads directly from the video ads. This is especially valuable when combined with YouTube’s custom intent audiences.
Maximize lift bidding will increase brand consideration. Introducing the new bidding strategy, this product uses Google’s machine-learning system to reach potential customers who are more likely to consider your brand following ad exposure. Maximize Lift is not available yet but will be later this year.
Other product and feature announcements we learned about at Google Marketing Live 2018 include cross-device reporting and remarketing in Google Analytics, Smart Campaigns for small businesses, Local Campaigns, new features and capabilities of the Google Marketing Platform such as Search Ads 360 and Display and Video 260, and the announcement of new Google Measurement Partners, such as Oracle Data Cloud.
It was a wonderful experience networking with all Google Partners at Google Marketing Live 2018 and are looking forward to implementing the new features and products for our customers. Let’s discuss launching campaigns with these new features and products!