Along with a lot of PPC’ers out there, we tuned into Google Marketing Live 2022 recently to hear first hand what the latest announcements from Google hold for us all. In case you don’t have a spare 1 hr 11mins to watch the recording, we’ve summarised the key takeaways and our thoughts for you.
Google are also creating audiences for connected TV’s. This will bring increased visibility to “most” connected TV apps and YouTube through affinity, in-market and demographic audiences.
Google are also heavily pushing their rival for TikTok Ads with YouTube Shorts. According to Google, 75% of people agree that YouTube enhances their shopping experience and visibility of YouTube shorts is up 4x year on year. Later this year, product feeds will start showing up on YouTube Shorts, making video ads even more shoppable.
Google is cutting the user journey down even more with their newest Checkout on Merchant button which will take users directly to your store's checkout page. Personally, I'm really intrigued to see how this works out. Will people really be thrilled to have their journey cut down by one of two clicks or will they miss out on valuable information provided by the merchant that actually secures the sale or even a cross sell/upsell opportunity to increase basket value?
Google talked a lot about privacy, it's not the most exciting topic and it's pretty confusing but it is super relevant and a big deal as they estimated 65% of users will be covered by GDPR laws by 2023. They’re introducing My Ad Centre where users can control how their data informs ads and can even opt in to see more or fewer ads.
Some of the features Google announced could make waves for advertisers (Checkout on Merchant and more immersive shopping ads) but some might be more of a ripple (YouTube Shorts). But like every year, time will tell which features make the biggest impact but I think we can all agree that additional insights sounds like a big win for us old time PPC’ers.
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