2018 Google Marketing Live – key takeaways


A week ago, Google announced a total rebrand of its marketing products by renaming them Google Ads. You can find more information about this subject on our previous article : Google’s newest softwares merging their biggest brands !

On July 10th, 2018, a Google Marketing Live announced the updates in detail. They concerned among others Youtube, Search Ads and Small businesses.

What is Google Marketing Live?

Every year, Google organises a live keynote event where Google advertisers, engineers and product leaders announce the latest innovations and products of Google Ads, Analytics Suite, and updates in their marketing technologies.

Ready to know what is new for 2018?

Youtube innovations

Over 1.9 billions monthly users are counted on Youtube and watch more than 1 billion videos daily. Three major updates were announced by Google concerning Youtube’s advertising products.

TrueView for Reach
Youtube allows the creation of Trueview campaigns to maximize reach.

TrueView for Action
TrueView for Action represents a booster for consumer action because it allows advertisers to place branded banners to a specific call-to-action button. Conversion friction can be reduced thanks to YouTube embedding form fills directly to videos.

Brand Lift Bidding maximized
Lift bidding for a brand can be measured in terms of effectiveness and strength, through the creation of actionable metrics. Survey data and search data are combined which allows to know the way people are responding to messaging and brings metrics about the steps where you can identify audiences according to the customer journey you take as a reference.

Search Ads updates

Responsive Search Ads
Google is making a big shift concerning its most important product offer bringing most of its revenue, Search Ads. Besides the rebrand from Google Adwords into Google Ads, there are also changes in the way the giant is planning to run its ad business.

Automated advertising options are highlighted more and more as it allows to make the creation of campaigns easier.

Responsive Search Ads can now have more than 15 headlines, 4 description lines and Google will select automatically the 3 best headlines and the 2 best descriptions lines.

The specs for Search Ads now allow the creation of up to three 30-characters headlines and two 90-character descriptions. The goal of Google is to provide more options to advertise their main features that will have a major impact on users.

Mobile Landing Page Speed Score
“91% of smartphone owners bought or plan to buy after seeing an ad they deemed relevant to them” said Nicky Rettke, Group Product Manager, Video Ads.
A landing page speed score is set to help advertisers to optimize the web experience in our smartphone environment. This is a 10-point scale based on page speed and conversions rate, and ranging from very slow to extremely fast.

Measurement across Devices
The cross-device reporting and remarketing allow advertisers to gather customers data from all devices and to lead to a better comprehension of the customers journey.

Small businesses : improvement of advertisers tools

Google underscores “Smart Campaigns” which are convenient and easy to use for beginners using Google Ads tools for the first time.

Smart campaigns for Small Businesses
The advantages of smart campaigns are numerous : time-saviour, phone calls results delivery, in-store visits and website actions.

Last but not least : the new Google Marketing Platform
There is now a unification between all Google’s advertising and analytics platforms. Google Marketing Platform is composed of the following products:

  • Google Analytics 360
  • Google Optimize 360
  • Google Data Studio
  • Google Surveys 360
  • Google Tag Manager
  • Google DoubleClick brand is going away and ending its 22-year run.
  • Search Ads 360 is the new name for DoubleClick Search
  • Display and Video 360 brings in campaign manager, audience center, studio center, and display
  • New Capabilities to Google Marketing Platform

In order to fit the needs of better fitting the customers, Google provides now a new integration center which will connect products and share insights for advertisers.