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  • MaryGrace Lerin

Google Announced New Ad and Commerce Product Features at Google Marketing Live

Google has unveiled a range of features across Ads and Commerce at the India edition of Marketing Live, aiming to help businesses develop and align with shifting consumer behavior.

With the increased reliance on Search and the development of online commerce, along with the rise in video viewing time, the current market environment lets the brands and businesses engage their customers wherever they may be.

Considering all this, Google developed the newly revealed product features to enable growth and manage today's ever-changing advertising market.

App and video action campaigns will immediately scale to YouTube Shorts. YouTube Shorts currently has over 30 billion daily views, which is four times more than a year ago, and Google wants to assist marketers to find people who are interested in this type of content.

Marketers will be able to link product feeds to campaigns later this year, making video advertising on YouTube Shorts more shoppable.

Since last year, Google has been working with adverts on YouTube Shorts, and it is now steadily releasing them to all advertisers worldwide. This is an important step forward for marketers and creators in building a long-term YouTube Shorts monetization solution.

Performance Max campaigns are an excellent way to meet clients on Google channels where they are. Advertisers who run Performance Max campaigns experience a 13 percent boost in total incremental conversions at a similar cost per action. Google has revealed six new improvements for the near future:

  • More tools for experimentation, to see how Performance Max is driving incremental conversions

  • Expanded campaign management support in Search Ads 360 and the Google Ads mobile app

  • Support for store sales goals to optimize for in-store sales, in addition to store visits and local actions

  • Maximize impact with burst campaigns for a set period to help meet in-store goals during seasonal events

  • New insights and explanations, including attribution, audience, and auction insights to know what’s driving performance

  • Optimization score and recommendations to improve the campaign

Machine learning is used on the insights page to seek new areas of consumer demand and deliver customized trend data. Such insights can only be provided by Google, as it is based on billions of searches and millions of signals analyzed for each ad auction. Google has announced three new reports that will be available in the coming months:

  • Attribution insights show how ads work together across Google surfaces — like Search, Display, and YouTube — to drive conversions

  • Budget insights find new opportunities for budget optimization and show how spend is pacing against budget goals

  • Audience insights for first-party data show how customer segments, like those created with Customer Match, are driving campaign performance

Later this year, Google will also release My Ad Center, which will give users more control over their privacy and online experience. People will be able to choose which kinds of advertisements they want to see more or less of, as well as regulate how their data influences the ads they see on YouTube, Search, and Discover.

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