On May 24th, LSM tuned in to Google Marketing Live 2022 along with digital marketers across the globe. Throughout the virtual conference, Google focused heavily on the importance of visual creative, automation, building trust with advertisers and users post-iOS 14 and the many more privacy laws to come. Here are LSM’s biggest takeaways.

Search Is Going Visual

Google is reimagining its Search format to focus more on visual, swipeable content and less on text ads. The demand-first approach to Search, where advertisers bid on keywords based on users’ searches, will eventually be a thing of the past as Google shifts towards a more “natural and intuitive” search experience.

As Jerry Dischler, the Vice President of Google Advertising Product, stated, “it’s not just about being able to show up for specific keywords, but about having the rich and visual content that matches what the person is looking for, no matter how they express their needs.”

Visual ads, organic content, and text ads will all be interspersed across the user’s results page, and automation will prioritize content that is both engaging and impressionable to users. It is more important than ever before that brands have strong creative content that tells a story and resonates with their audience – whether it be SEO or Ads.

YouTube Shorts

Following the visual storytelling trend, Google announced that its short-form video platform, YouTube Shorts, is officially out of beta and available to all advertisers. With 30+ billion average daily views, the platform is rapidly growing and will rival TikTok advertising. 

Advertising on Shorts will be relatively simple thanks to Google’s automation which will automatically scale your YouTube videos to the Shorts format. Plus, later this year, advertisers will be able to connect a product feed to campaigns on YouTube – making the platform more shoppable for users.

These opportunities on YouTube Shorts echo Google’s emphasis on providing strong creative for your brand.

Elevate Your E-Commerce

Consumer behavior is changing more quickly than ever, and Google is calling this next wave of shoppers, Omni-buyers. This means that shopping is happening seamlessly across separate platforms at several points in the day. It is no longer best practice to separate shopping channels and conversions such as in-person and online sales, as they feed off each other. 

For this reason, Google is pushing Performance Max Campaigns, which allow advertisers to reach users across several Google platforms with one campaign through their automation system.

Additionally, there will now be a ‘checkout on merchant’ feature that takes users directly to your checkout page when they click on your product ads. This feature will ensure users do not get lost in the checkout funnel as it becomes more complex across different platforms. 

The Importance of First-Party Data

As many marketers know, audience targeting has become increasingly tricky as users grow more concerned about how their personal data is collected. According to Google, by 2023, 65% of users across the globe will be covered by modern privacy laws. To overcome the challenge of complying with users’ privacy while simultaneously meeting their needs with relevant advertising, Google has shifted towards a privacy-safe measurement strategy

This strategy heavily relies on first-party data, which is why brands need to collect data directly from their website visitors, CRMs, followers on social media, email lists and phone conversations. Google will now be able to take that information, hash it to protect user privacy, and then use their systems to give an accurate view of how users engage with ads, as well as insights on how you can improve targeting. 

Automation

As Google reassures its users that their privacy is top of mind, they simultaneously remind us that they are working to keep their automation strong, precise, and accurate. With new predictive modeling and audience building based on first-party data, Google will be rolling out a new insights page, including:

  1. Attribution insights show how your ads work together across Google surfaces — like Search, Display, and YouTube — to drive conversions.
  2. Budget insights find new opportunities for budget optimization and show how your advertising spend is pacing against your budget goals.
  3. Audience insights for first-party data show how your customer segments, like those created with Customer Match, are driving campaign performance.

Looking for an ads team that understands your needs and how to align your goals with industry best practices? Contact the ads experts at LSM.