Last month, we saw Google Marketing Live announce several new features centered around AI and performance optimisation for advertisers across Search, Creative, and even Measurement.
Whilst this all seemed well and good, one key takeaway we got from this whole event was the importance of YouTube and Creative Video Marketing. Video has always been one of the most important aspects of any marketing strategy – allowing you to get across your brand story or message in a much more captivating way than articles (like this!) or landing page content. But what stuck out to us at Passion. was this;
YouTube has become the #1 streaming platform on TVs, surpassing Netflix, Amazon, and more. A quick run around our office showed that every one of us fit into this statistic/fact perfectly.
What does this mean for advertisers?
YouTube Ads are a part of Google Ads (Video Campaigns), and what that essentially means is that through your Google Ads campaigns, you could run an effective TV Ad Campaign – reaching hundreds of thousands of people – for a drastically reduced cost.
Not only that, but the targeting criteria in Google Ads means that we’re able to get a highly engaging video ad in front of thousands of potential customers that meet our IDEAL customer profile.
Obviously, as a video and ads-centric business, this is MASSIVE news to us. YouTube Ads offer so much more potential for our clients’ content marketing strategies, and are something that you should consider adding to your marketing mix.
What else did we learn at Google Marketing Live?
Search
Advertisers will be able to promote their ads in the AI overviews. The fear of SEOs and Paid Media execs around the world has slowly but surely been diminished, with each new update telling us that.
- Yes, AI overviews will top the Search Results – ahead of organic links and even some paid ads
- Features are available for us to optimise for these spaces specifically
All is not lost!
Performance Max
Search Terms Reporting – finally!
Now we’ll be able to get granular in our reporting of performance max campaigns, with the same level of reporting as Search and Shopping campaigns. It’s really not been too much to ask for since Performance Max was introduced – but hey, we’re here now, and that’s all that matters.
Creative
Asset Studio gives advertisers the ability to create high-quality assets. Using intuitive AI, advertisers can generate images and videos using products across Google Ads and Google Merchant Center. This also ties directly into Product Studio, where with the click of a button, you’ll be able to create brand images and videos.
Measurement
Every advertiser’s favourite part always boils down to the measurement side of things – and we’re still buzzing about the introduction of extended reporting functions for Performance Max.
Keeping in line with the whole ‘YouTube TV’ angle, Google has announced ‘Attributed Brand Searches’ – which will help to quantify the number of people who searched for your brand specifically after seeing a video ad, helping to shine a light on the effectiveness of our TV advertising (YouTube) campaigns.
These are some of our key takeaways from the Google Marketing Event, with many more announced to help you get the most out of your advertising campaigns.
If you’re looking for a certified Google Ads partner to help implement the latest and best practices into your advertising campaigns, book a discovery call with one of our specialists today!
