What's New With Google Marketing In 2019?
Google is developing measures to change the way marketing is done on its platform at the Google Summit 2019. Google Summit is an annual event that holds at different locations to discuss how the industry leader is causing positive change in various aspects of today's society. Each year, experts in different fields discuss the changes that would be effected on Google's horizon and much more.
The ongoing Google Summit has met astounding success since it began. The summit features Google Marketing and is a platform for networking in different categories. Participants also matched up with Google's spirit and were able to see for themselves what marketing opportunities Google offered them and how that was changing. Google Marketing Live 2019 has over 5,000 participants from more than 68 countries and saw Google's Partners, AdEspresso and Hootsuite in attendance.
In this post, we will be discussing new trends in Google Marketing for 2019.
New Trends In Google Marketing, 2019
The Google direction for the year included several adjustments in the GA dashboard. Local campaigns would also be taking a new shape following Google Marketing Live and there is the big picture into which all other adjustments merge. It's like Google wants the digital advertising market back. It has also made efforts to combine machine learning with actual human advertisers; which effort seemed like the real innovative change it is looking to effect. The rest appears to be mainly imitation. Before we pass down judgment, let's dive into what's new with Google Marketing from Google Marketing Live, 2019.
Marketing Live Sandbox Booths
Google introduced the changes by organizing an enormous Sandbox event which saw its staff introducing the new products. These products included additions to Google Ads, Analytics and Webmaster and the new face of smart bidding.
Seasonality Adjustments
For advertisers who use smart bidding, they would be seeing changes to their dashboard soon in the form of seasonality adjustments. If you are running a sale or some other seasonal ad, all you have to do is click on seasonality adjustment on your dashboard. Enter a name for the event and a start and end date and time. It would go further to ask whether you want the adjustment implemented as account-wide or only for specific campaigns. This adjustment allows you to choose which devices your audience might be viewing your ad from. This allows you to target particular devices with your ad. When you go live with the ad, you can access it under the Tools button.
Campaign Level Conversion
Campaign Level Conversions give you the rare chance to optimize the algorithm in your favor. You can use this feature to determine the actions that you want your campaigns to focus on. You can decide whether you want a campaign to target leads or sales. With this new ad-in, your ads do not need to go through a complex conversion process. They can simply target what suits your purpose better. Targeting sales is good for short cycle adverts involving consumer products but targeting leads and sales calls might be better where your sales cycle isn't so short. The latter method can avert you turning out "salesy" in the eyes of the consumer. Google's campaign level conversions allow you to go straight to the crux of what method works better for you and this would be implemented soon.
Local Campaigns
Although local campaigns have been around, the ad method saw changes with Google Marketing Live, 2019. With the additions coming up, promoted locations will show in map search suggestions and pins on the map when a user is following directions. Thus, people no longer have to specifically search for your location if it is promoted. To put it another way, your locations do not have to pop up on search results alone if you promote them. People will now get to see them when they are using the map for directions. This broadens the reach of promoted ads on the Google Maps App. The algorithms used in Google Maps promotions will, therefore, be going beyond keywords.
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Google is also allowing local ads to show on the searches as before but additionally, they will also be showing on YouTube, Display Network, Maps, Search. Ads in this category will also show in your competitors' pages. Another addition to local campaigns is that you can now showcase your strengths in the ads. You can tell customers what you offer that your competitors don't. Prospective customers can, therefore, get a sneaky peep at your business all in one ad. They can even get to see some of your products on the ad! This addition will make the campaign run like an additional website.
Privacy Concerns And Google's New Marketing
End users have expressed serious concerns about their privacy and how their data was being used by Google and its competitors to attract marketers and new advertising on their platform. This was among the key issues that were discussed at Google Marketing Live. Privacy was a recurrent topic and it seemed that Google had the special mission to convince advertisers that they could satisfy the marketing needs and still satisfy the end user's hunger for privacy. Philipp Schindler, Chief Business Officer at Google reiterated the privacy concerns and what Google was doing about it in his welcome address. Schindler told the audience that Google is intending to implement "federated learning" which would inculcate artificial intelligence and streamlined algorithms that worked on the end user's device without compromising their privacy. Chetna Bindra, Senior Product Manager, User Trust and Privacy at Google emphasized this and assured that the new federated learning and other policies were based on Google's prior experience. She noted that end-users preferred ads that were related to their needs and interests with the precaution that those ads must offer them transparency, choice, and control.
So, Google will be giving end-users privacy to the extent that ads will continue to be displayed to them in the area of their interests. It didn't matter if the users did not want to see the ads. She went on to say that where the users blocked cookies, the algorithms would still display relevant and contextual ads to them. In this case, marketers can be sure that their ads would be displayed to their target audience based on what that audience was searching for on Google. In Chetna Bindra's words, 'We can provide you with a great ad product without compromising the end user's privacy.' Google is capitalizing on the fact that unlike their core competitors, particularly Facebook and Amazon, their ad products is not tied to the end-users' identities but to a one time action on Google's search engine. In this way, Google can continue to affirm that their ad product is safe and thus win against the government and other individuals on the privacy issue.
Conclusion
Google is much more concerned about retrieving the advertising market than it is about new innovation. Google wants its ad product to be the most preferred marketing platform once again and all its new changes point to this fact. In addition, Google is trying to build confidence in its partners and in marketers as to why they should continue to use their ad products. For the average marketer, many of the changes and additions are good news and would reach more people thereby making the new trends themselves an intelligent step forward by Google.