Google announced today four new advertising tools for marketers with machine learning inside. Those are: Responsive search ads, You Tube Maximize Lift, Local campaigns, Smart shopping campaigns
This is Google’s largest deployment ever of machine learning in ad tools helping marketers unlock more opportunities for their businesses.
Responsive search ads
Responsive search ads combine the marketer’s creativity with the power of Google’s machine learning to help the user deliver relevant, valuable ads.
Simply providing up to 15 headlines and 4 description lines, Google will do the rest. By testing different combinations, Google learns which ad creative performs best for any search query. So people searching for the same thing might see different ads based on context.
Maximize lift allows expriming relevance and performance on YouTube
Nearly 1 in 2 car buyers say they turn to YouTube for information before their purchase.And about 1 in 2 millennials go there for food preparation tips before deciding what ingredients to buy. those are some examples that illustrate how people are increasingly searching on You Tube for inspiration and information on both large and small purchases.
This means it’s critical for marketers that their video ads show at the right moment to the right audience.
That’s why Google is launching Maximize Lift a new smart bidding tool powered by machine learning that automatically adjusts bids at auction time to maximize the impact of marketer’s video ads have on brand perception throughout the consumer journey.
Still available in Beta, Maximize Lift will roll out to advertisers globally later this year.
Local campaigns to drive more foot traffic to brick and mortar retail
Local campaigns is a new campaign type designed to drive store visits exclusively.
Providing a few simple things—like business locations and ad creative, Google automatically optimizes the ads across properties to bring more customers into the store.
Local campaigns tool is rooted in the fact that consumers may start their research on YouTube or Google, but people still make the majority of their purchases in physical stores. In Mobile searches for “near me” have grown over 3X in the past two years,and almost 80% of shoppers will go in store when there’s an item they want immediately.
For many marketers, that means driving foot traffic to their brick-and-mortar locations. And this is critical, especially during key moments in the year, like in-store events or promotions.
Smart shopping campaigns
Smart Shopping campaigns help marketers hit their revenue goals without the need to manually manage and bid to individual products. In the coming months, Google is improving them to optimize across multiple business goals.
Soon marketers be able as well to select store visits or new customers as goals. Machine learning factors in the likelihood that a click will result in any of these outcomes and helps adjust bids accordingly.
Machine learning is also used to optimize where your Shopping ads show on Google.com, Image Search, YouTube and millions of sites and apps across the web—and which products are featured. It takes into account a wide range of signals, like seasonal demand and pricing.
Google is also adding support for leading e-commerce platforms to help simplify campaign management. In the coming weeks, you’ll be able to set up and manage Smart Shopping campaigns right from Shopify, in addition to Google Ads.
Brands like GittiGidiyor, an eBay company, are using Smart Shopping campaigns to simplify how they manage their ads and deliver better results. GittiGidiyor was able to increase return on ad spend by 28 percent and drive 4 percent more sales, while saving time managing campaigns.
Image over the headline.- © Google
