More Automation, More Insights: Google Marketing Live 2022

Google Marketing Live is an incredibly exciting event, especially as it enters its ninth year and returns to a personal format. It’s an opportunity to connect with fellow marketers, an opportunity to provide direct feedback to Google’s product teams, and Google’s vision for the future of data, advertising, and privacy.

Google today shared a number of announcements that will make their advertising ecosystem more powerful and easier to use. During GML’s inaugural keynote address, a diverse group of Google leaders showcased new advertising solutions and improvements to existing products to hundreds of personal appearances and even more online viewers. Surprisingly, these announcements feature a wealth of new enhancements to Performance Max, Google’s fully automated solution for marketers seeking to adopt a performance-based approach to the entire ecosystem of Google’s advertising inventory. Google has also unveiled new measurement and testing features and highlighted their commitment to privacy-first solutions for advertisers.

Performance Max gets more conversion source and clarity

Performance Max is a revolutionary goal-oriented campaign format that uses automation to serve its purpose and serve ads across all Google properties and help advertisers find more converting customers. Last year, Google announced that Performance Max was going to an open beta test, and this campaign type was made available to all advertisers last November – and Google regularly added more features that provide insights and integrate first-party data.

This year Google has announced five new features in the Performance Max campaign:

    1. Performance Max | Experimental equipment – The underlying question of every intelligent advertiser about Performance Max is “Does it work better than my current campaign?” Google’s Performance Max Experimentation tool allows marketers to run A / B testing so that they can use Performance Max to measure their account performance performance as a complement to existing performance campaigns optimized for the same conversion goal.

      The tool has been in beta for the past few months and will enter general availability later this year for campaigns without attaching product feeds. At the same time, Google will be releasing a new A / B testing tool specifically for advertisers to maximize performance as opposed to the standard shopping campaign.

    2. Performance Max | Explanation – When performance changes, we all want to know why. Performance Max is already coming up with explanations for some search and app campaign types. This diagnostic tool will help marketers understand the performance of Max Campaign Performance in just a few clicks. This new future will help save time in understanding performance volatility over time, leaving more room for campaign optimization. The explanation will be rolled out this month and will be expanded over time.

    3. Performance Max | Recommendations and Optiscores – The most difficult challenge with any type of automation is when and how to lean on the system and make changes. To help answer this question for Performance Max campaigns, Google is adding two features that have long paid off for advertisers like other campaigns.

      The Recommendations page will publish recommendations for improving a Performance Max campaign based on performance history, campaign settings, and Google search volume and trends. Optiscore Performance Max will highlight and measure the potential for optimization and growth for the campaign. Optisco will provide more clarity on common questions such as “What can I do to make Performance Max work better?”

    4. Performance Max | Search Ads 360 and Floodlight Tags – The new SA360 already allows advertisers to create, manage and report Performance Max campaigns. The next update will give advertisers the ability to measure and optimize Performance Max campaigns using floodlight tags for click-through conversions.

      Bidding needs to be shifted to the new Search Ads 360 to optimize with the same goals, settings and targeting. We’ve been waiting for this missing piece here at BrainLabs for the last few months to finally combine the power of automation from Performance Max and the advanced bidding solutions we use every day through SA360.

    5. Performance Max | Store sales reporting and bidding – Performance Max has supported some local goals from the beginning. With this new feature, advertisers will now have the ability to optimize store sales and not just store visits within Performance Max.

      In addition, with Q3, marketers will be able to promote stock-in-store products, hours, and available offers such as carbide pickups, takeouts, or drives, all of which have become increasingly global epidemics in the last few years.

Improving easy, privacy-secure conversion measurement

As variable privacy regulations continue to affect digital measurement, it is important to develop measurement solutions to close gaps. Regardless of industry changes, third-party cookie depreciation, and regulation, advertisers can still access accurate measurements that enable optimization for improved performance over time. Google is launching several new privacy-secure measurement solutions for marketers:

    1. Advanced Conversion | Web at SA360 – This new privacy-centric conversion tracking feature enables conversion tags to capture hashed user-supplied customer data that advertisers collect on a conversion page (e.g. email address) and then match it with Google hashed web data, reducing reliability and future authentication. Measurements in third party data. It is already available for Google ads, and will be rolled out in SA360 as a closed beta worldwide.
    2. Advanced Conversion | Leads – Any advertiser who focuses on lead-gen activity knows that there is a big difference between an initial lead and a qualified or converted lead. Released earlier this year, Google has now introduced enhanced conversions that address the struggles of lead-centric marketers without full CRM integration. Advanced conversions for lead bring simplicity and accuracy to lead-gene measurement. This allows advertisers to import offline conversions directly to Google ads for reporting and optimization. Additional simplicity driven by this product has been created by removing the need to store GCLID data in the marketer’s CRM. This feature is available worldwide.
    3. Enhancing data driven attribution – Originally launched five years ago, Google Data-Driven Attribution (DDA) creates a unique attribution model that Google is now confident of classifying as the best model for most advertisers who want to measure and drive performance. DDA is now the default model for new Google Ads conversions and Google Analytics 4 features. Google will also begin upgrading automatically selected conversions to data-driven attributes when they believe it will lead to better results. Advertisers will still have the option to opt-out of this auto-feature, which will be available worldwide.

      In addition, any new accounts created will use the Data Driven attribution, which will be selectable from all Google Advertising and GA4 web conversion actions, regardless of volume. This is the real game changer, because previously a conversion action could only be switched to DDA after recording at least 300 conversions and then maintaining a certain level of volume to be eligible. This means that any existing low-volume conversion operations will now be eligible for DDA for the first time, so a complete DDA model will embrace the conversion.

Lift Measurement measures the impact of YouTube advertising on search behavior

Experimental Was founded on the core principles of BrainLab, so we’re particularly excited about Google’s new lift measurement tools. It’s designed to answer a simple question that comes up with even the most successful YouTube ad campaigns – how have video ads influenced future search behavior?

Previously, such tests typically took time and effort to create, run, and measure using manually created geo-targeting and geo-exclusion testing and control groups. With this new tool, advertisers can quickly launch controlled experiments to measure the causal, growing impact of video campaigns. The outputs will show the correlation between YouTube ads and the increasing conversions of both Google.com and YouTube.com with changes in organic search, enabling marketers to understand how campaigns are affecting user search behavior.

Intelligent search marketers are already testing and quantifying these growing contributions, but search lifts and conversion lifting measurement tools make it easier than ever to run these tests without taking time away from other analytics and optimizations. It will be available to all advertisers worldwide by the end of the year

Automation + Insight = Impact

Today Google announced several more innovative upcoming initiatives, such as Google Business Message, Google Audience for Connected TVs (via Display & Video 360), and video ads on Discovery Feed and YouTube Shorts. However, the main theme of this year’s Google Marketing Live announcement is refinement – and that’s a great thing. Google is clearly focused on identifying feature gaps, actively resolving privacy challenges, and listening to user feedback. 2022 GML announcements focus on providing more data and greater transparency to marketers – enabling all of us to combine the power of automation with insights that accelerate the pace of optimization.

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