At the end of an already-busy month in digital marketing, Google held its Marketing Livestream event on Thursday, meaning even more info for search engine marketers to process and communicate to their clients. Here’s what we learned:
Customer Match is a Google Ads tool that uses advertisers’ first-party data to reach customers via Search, Shopping, Gmail, and YouTube. Google announced on Thursday that the $50,000 lifetime spend limit that had been affiliated with this tool has been removed, perhaps as a reflection of Google’s ongoing move away from third party data.
Google Ads’ Insights page, which is still in beta in Canada, has added a new functionality: Demand Forecasts. This tool will anticipate how search behaviour related to a given campaign may change over the coming 90 days, allowing search marketers to prep for predicted increases or decreases in search volume.
Google’s heavily automated Performance Max campaigns, which use copy, images, and videos uploaded by the advertiser to serve responsive ads, remain in beta mode but will now be expanded to “thousands of additional advertisers globally,” Google’s VP/GM of ads, Jerry Dischler, said on the livestream.
Product feeds are now available in Video Action campaigns, which show ads across YouTube’s home feed, watch pages, and Google video partners inventory, meaning advertisers can leverage their existing product images on video advertising platforms. Google also announced that Target Return on Ad Spend (tROAS) bidding is being rolled out for Video Action campaigns as well as Discovery Ads.
What this all means is that Google is continuing to develop new digital marketing tools and strategies to address what could be challenging times ahead as the digital world moves away from third-party data. As a Google Premier Partner digital marketing agency, GrowthEngine Media is fortunate to have unique access to Google’s tools, tactics, and preferred practices. If you’re interested in learning more about the updates listed above, or if you have questions about your campaign, don’t hesitate to reach out today.