During October Google Ads introduced some new automation features and campaign types to take advantage of machine learning to serve campaigns across Google’s properties. These changes have also been introduced as part of Google’s response to the pandemic, which has generated changed in advertiser behaviour and priorities.
Google Ads’ Insights page
A new Insights page in the Google Ads UI (user interface) will bring in reported data from Rising Retail Categories as well as Google Trends data that is customised to the account.
This is designed to help advertisers see currently trending searches and auction insights, as well as interest predictions tailored to their account. For example, an outdoor gear retailer might see that ‘tent’ is a trending term, that competitors in the auction are gaining impression share and that ‘skiing’ is predicted to trend in November. It also integrates with recommendations.
Insights will be rolling out in beta in the coming months, first in the US and UK in the fourth-quarter of this year. Google says it will be adding audience and forecasting data in the future as well.
Automated Performance Max Campaigns
Performance Max is Google’s newest automated campaign type that’s intended to lower the load of business owners who need to focus more on running the business during the COVID crisis, instead of spending time manually adjusting Ads campaigns.
Unlike other automated options — Universal App campaigns, Local campaigns, Smart campaigns, Smart Shopping campaigns — Performance Max run across all inventory. Performance Max campaign ads will therefore be eligible to serve on the Display Network, YouTube, Gmail, Discover, Search etc. and are meant to complement standard Search campaigns. Search and Search Partners ads aren’t keyword-based and are served via dynamic search ads.
Like the other automated campaign types, advertisers will supply copy and image and/or video assets, and Google’s machine learning systems will automatically serve the responsive ads across those channels and bid using automated Smart Bidding based on the goal the advertiser sets.
The idea is to set up one campaign to reach across all Google owned and operated properties rather than create specialised ads for specific channels. The new Insights page will also include details on Performance Max campaigns, including recommendations.
Advertisers will still be able to provide some manual inputs, to help inform the machine learning algorithms by specifying audiences that are most likely to convert and using conversion value rules to indicate which conversions are most valuable to the business. Value rules will be found in the Conversions section under Measurement when it’s enabled in your account.
Google understands that conversions are not always valued equally. Value rules will let advertisers differentiate conversion values based on characteristics like location, device and audience. This will allow the customisation of conversion values so they align more closely with individual business goals.
Performance Max campaigns remain in early testing. More advertisers will be invited to the beta next year.
Automated Video Action Campaigns and Direct-response for TV
Google is also releasing Video action campaigns to all advertisers in the coming weeks. The performance-focused campaigns run on YouTube and Google video partners.
The company is also testing direct-response video ad formats for TV screens to target over 100 million users who it states are watching YouTube and YouTube TV on their television screens monthly.
If you want more information about how we can help promote your business through Insights, Performance Max or Video Action and Direct-response for TV please get in touch.