In this post, we will introduce them in order, based on how important they probably will be to an average Google Ads advertiser.
What we’ll cover:
- New Discovery Ads Format & Ads in the Google Discovery Feed
- Gallery Ads Bring images to Search (But Only in The #1 Spot on Mobile)
- Bumper Machine Automatically Creates 6-Second Video Ads Out of Longer Videos
- Google Shopping Was Reinvented, And Showcase Ads Got Increased Reach
- Joint Budgets With Retail Partners For Google Shopping Ads
- Link to And Track Conversions In Apps With Deep Linking
- New Smart Bidding Controls Finally Allow the Human Touch to Work Together With AI
New Discovery Ads Format & Ads in the Google Discovery Feed
Last year Google introduced the feed into its basic mobile app. Why? It was likely a tactical move trying to get a piece of the feed-based pattern of content consumption currently monopolized by Facebook.
For the first year, this feed didn’t have any ads at all. But that has just changed with the announcement (and private beta initiation) of the “Discovery Ad” unit.
In the news release for the ad format, Google says they’ve developed it because 76% of consumers enjoy making unexpected discoveries when shopping.
According to Google:
Discovery ads are a new way to reach people across Google properties in the moments when they’re open to discovering your products and services.”
The new format is made up of 4 main elements, a large, high-quality image(Google will not accept stock photos, low-quality photos, watermarks or layover text), a 40 character headline, a 90-character description and a call to action button.
The format will use machine learning to mix and match the creative to the audience so you can enter up to 5 different images, headlines, and descriptions.
The ad unit is currently in private beta and will be released to advertisers at large later in 2019.
“Discovery has created a great opportunity for us to easily drive growth at scale for our brands beyond what we thought was possible with Google,” says Daniel Pahl, VP of Media and Acquisition at TechStyle. “It’s definitely outperformed my expectations in driving high-value leads and signups. We’re now able to inspire a completely new audience to action.”
Indeed, high-quality creative can be a great way to showcase your brand and set your products and services apart by highlighting what it’s like to use them. That’s why later this year Google launching Gallery ads: a new search ads format that brings more of your content to the search results page. By combining search intent with a more interactive visual format, gallery ads make it easier for you to communicate what your brand has to offer. We’ve found that, on average, ad groups including one or more gallery ad have up to 25 percent more interactions—paid clicks or swipes—at the absolute top of the mobile search results page.
Information Source – https://blog.google/products/ads/new-ad-innovations-new-consumer-journey/