Direction of the No. 1 wind . . . 2019 Google Ads

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In 2018, Google's ads made a series of changes, including renaming Google AdWords as "Google Ads", and the updated Google Ads were more comprehensive, clearer, and easier to use, making it easier for businesses to run ads on their platforms and reach their advertising goals. After a series of changes, 2019 means more practical and deeper thinking for Google Advertising.

In late 2019, looking back at the year's success in Google's advertising, they not only renewed and updated the traditional form of advertising, but also introduced a new type of ad delivery. In response to technology, Google has used machine learning to update its smart pricing system and launch targeted ad-thin production tools such as Bumper Machine. In addition, Google Ads has improved user tools for more accurate user targeting and capture.

Keywords: Google; Digital Advertising; Media; Annual Review; Innovation

Original source The Drum

Original author Charlie Carroll

Originally published December 6, 2019

Translators Feng Jiaxin

For Google, 2019 has been a full and meaningful year. During the year, they introduced a number of new concepts and products based on the central principle of responsibility, based on the present and practicality.

At the end of the 10th, The Drum, full of expectations for the new decade, gave a final annual summary of google's most exciting innovations this year.

New form of ad delivery

1. Exploratory ads

News feeds still play a huge role. About 85% of online shopping users actively search for product-related information every day. Discovery ads are timely to launch ads based on search big data by capturing the search dynamics of potential consumers.

Exploratory ads can reach almost full coverage. YouTube homepages, Gmail promotional tags, and Google Discovery can all be platforms for advertising on Android devices. In addition, advertisers can use machine learning to target ads to potential users.

Exploratory advertising is one of the typical representatives of a single type of advertising with simple ways, it can attract the user's attention through direct advertising calls, resulting in a casual effect. Discovery advertising is one of the fastest growing ad delivery channels, and the total cost of this form of advertising under the same ad effect is reduced by 25% compared to other similar channels.

Photo: The Drum

2.Gallery Ads

This year, Google is trying to combine users' search purposes with more interactive, visually appealing forms of advertising. Gallery ads use more attractive images and insert ads uniformly at the top of the search results page. Users who see this ad can browse through several detailed images of the ad product.

Similar to exploratory advertising, gallery ads also adopt a carousel mode. The difference is that exploratory ads are at the top of the search results page.This means advertisers can not only advertise based on search keywords for potential consumers, but also provide creative visual images to attract users' attention.In fact, from the library advertising is currently achieved by the advertising effect, it significantly improved user interactivity, the degree of improvement even reached 25%.

Photo: The Drum

3. Adaptive exhibition advertising

I'm afraid there's a lot of trouble in making different ads based on each model. Google's adaptive display ads automatically adjust to the best format based on where your ads are served, greatly reducing the difficulty of making the difference between web modes. Advertisers now only need to provide Google with URLs, titles, images, and ad copy, and the rest will be automatically generated by Google's advertising system. Not only that, but advertisers can now use Google Display Network to run ads on sites that are appropriate to their content.

Photo: The Drum

4. Scalable text ads

Google has introduced a new scalable text ad, which has three titles of up to 30 characters per ad. Google's early tests of the form show that this change alone has dramatically increased ad click-through rates, in some cases by even 25%.

This form of advertising may bring about a larger change than all the other forms of advertising mentioned in this article. Clearly, the third title is a more significant feature for advertisers and can lead to higher conversion rates of high-quality click-through rates. With limited space on smartphone screens, the increase in the number of titles is great news for most businesses. But from an ecological point of view, it is less popular.

In addition, Google has increased the number of characters used to describe ads. The URL is no longer displayed directly, and from now on Google's ads will automatically extract the domain from the final URL, on which the advertiser will add a path to enhance the display URL based on demand.

5.Show shopping ads

Unlike standardized ads that direct users to the guide page, display shopping ads provide consumers with a catalog of related products to attract users who are looking for inspiration and will benefit from the choices offered.

Photo: ThoughtShift

Back in 2016, Google launched display shopping ads, offering advertisers a new way to introduce their products or services to users. But this year Google expanded its reach to display ads, including on platforms such as YouTube. This expansion will allow for increased ad touch points, helping advertisers deliver more advertising information.

Improvementof to Smart Bidding

For those who are interested in machine learning, Google's 2019 dynamic is not to be missed. Google has also been able to update its smart bidding system as computers become more capable of searching for data patterns and making decisions based on data. Google needs to introduce machine learning in its advertising business to smart pricing to optimize spot conversion or conversion value. Specifically, there are three main areas of innovation.

FirstAd target conversion。 If a campaign is solely for a single conversion goal, such as increasing the number of visits to a store, advertisers can optimize all bids for that campaign specifically.

SecondBehavioral transformation。 If advertisers want to optimize bids for multiple campaigns, you can now create a set of conversion actions that you want.

ThirdSeasonal adjustment。 Want to increase conversion opportunities with big promotions, etc.? Google Ads can now change pricing during the promotion season and return to normal pricing after the promotion season ends.

In August, all search advertisers will be able to use Google's latest smart bid solution to maximize their conversion value bids. After advertisers set budgets and target returns on ad spending, Google will control and optimize keyword bids to maximize the conversion value of your campaigns.

Changes in device pricing

Until now, advertisers have set basic fixed desktop pricing, and then multiplied to determine the final mobile pricing. This approach is also followed in enhanced campaigns. Tablets are also listed as desktops, much to the chagrin of many PPC professionals. What's more, searches on tablets account for only 5% of total traffic and show no sign of growing.

Starting in 2019, enterprises can set separate pricing for mobile, tablet, and PC ends, making several platforms independent of each other.This makes advertisers' advertising strategies more flexible and further reinforces Google's mobile-first approach.

Long ads to 6 seconds ads

It is almost universally accepted that YouTube provides marketers with an unparalleled marketing platform.

Bumper Machine is a thin tool based on machine learning that creates six-second ads from a longer ad, helping brands save time and money. It is not clear what the value of these six-second ads are. According to global data compiled by Google in 2018, consumers are more impressed by a series of three six-second ads than a single 30-second ad.

This data results provide a good reference, but the problem enterprises then face is that they simply don't have the resources to create short ads that are attractive enough. Compressing the video to 6 seconds while keeping the logic clear and able to deliver effective messaging can seem like a daunting task. Manual production may indeed be difficult, but it is not actually difficult to replace it with a machine.

Bumper Machine is in Google's advertising interface. The tool is incredibly useful, turning all 90-second videos into short ads for YouTube at no extra cost. In addition, it even provides a basic set of editing tools that give advertisers full control over the final short-advertise product.

Photo: The Drum

Perfection of user tools

1.Custom users

The conventional wisdom of the past few years is that Facebook ads, not Google ads, are the main user-based platform. However, the situation has changed. Google has introduced a custom affiliate user feature that gives advertisers more freedom to target audiences on ad networks, enabling advertisers to find audiences who are very interested in the themes their business surrounds. This means that with the support of the tool, advertisers are able to attract a community that has a strong interest in your products and services, generating a qualified potential audience that enters the middle of the sales funnel model during the conversion process.

Photo: The Drum

2. User extension

In addition to being better able to customize users, user extension tools now help advertisers attract potential users. This allows advertisers to expand their reach while ensuring the relevance and relevance of the content they provide. In this case, not only will advertisers get more potential users, but these potential users will also become more aligned with the target group, which is a win-win situation.

Photo: The Drum

Knot No.1

In the long run, a comprehensive understanding of Google's latest innovations will pay unlimited dividends to businesses. Maintaining the relevance, impact and relevance of your campaigns can increase the conversion rate of your ads, increase product sales and increase user engagement with your brand.

The development of digital, mobile devices, the overall promotion of the entire advertising industry is driving the transformation. Mobile advertising has a significant effect on driving transactions, and mobile advertising has become the focus of advertisers' pursuit.

The advertising industry has always faced challenges with transparent ratings metrics for traditional channels, but mobile advertising provides advertisers with a unique advantage. That is, advertisers can understand how consumers participate in their content and concerns and collect data on them. Mobile devices provide advertisers with more information about consumers, helping them reach out to consumers, and simply do what they know. Google's user extension tools are good, the custom associated user function is also, in the final analysis, is the mobile advertising through the latest technology to take full advantage of the coverage of the expansion.

Google and Facebook have long played a dominant role in the digital advertising market, but whether it's Amazon's rush to catch up or changes in the regulatory environment, advertising data and other macro backgrounds, it's a sign that this will not be the case forever. Google's innovations in digital advertising this year may be seen as a self-help strategy for The company in the face of threats, and there is no doubt that these innovations will serve as a model for the digital industry. And can Google retain its strong position? I'm afraid only time will tell.