Hotel ads, local ad campaigns, product feeds, customer correspondence, and more.

Google ad a slew of new features and tools at its Google Marketing Livestream event yesterday. This includes new features for hotel announcements, local campaigns, in-store product announcements, customer correspondence, information page updates, peak performance, product feeds, tROARS, etc.

Here’s a quick overview of those changes:

Hotel ads

Hotel listings appear when a traveler searches for a hotel in Search or Maps. These ads appear in a hotel booking module that can display photos of the hotel, amenities, prices, and a link to book the hotel. Google is launching three new products to help our partners capture pent-up travel demand.

(1) Hotel reservation extensions amplify the search campaigns of advertisers and help extend the reach of those campaigns. This is now an open beta for advertisers around the world.

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(2) Vacation rentals on the hotel results page for a given destination. This is now generally available to advertisers around the world.

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(3) Increase in auction commissions (per stay) to facilitate the search for more qualified customers at a lower cost. This is also now generally available to advertisers around the world.

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Local campaigns

Local campaigns are designed to help businesses provide potential customers with the information they need to decide when and how to visit their stores and to make it easy for advertisers to promote their stores on the Google Search Network. , Maps, YouTube and the Google Display Network. Network. Google is launching three new formats for local campaigns.

(1) Auto-suggest ads show the location near an advertiser to users who search for businesses. For example, if you search for “Oil Change”, users may see an ad for a nearby auto repair shop.

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(2) Navigation ads promote a business while people are in the navigation mode in Google Maps in a safety-conscious manner. The location of the business may appear along the route for affected users.

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(3) Similar Places ads allow businesses to show their business location to Maps users who are looking for nearby similar businesses that are closed at time of search.

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All of these formats are available in Q2 2021 to all advertisers worldwide.

In-store product announcements

The later pickup arrives in in-store product ads. The in-store product ads feature allows advertisers to showcase their products and store information to nearby buyers searching with Google. When shoppers click on an ad or free listing featuring a local product, they land on a Google-hosted page for that retailer’s store called a storefront. Google is expanding in-store pick-up options by adding a “pick-up later” option to in-store product ads. This is now an open beta for advertisers in the United States.

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Customer correspondence

Customer Match allows advertisers to use their proprietary online and offline data to reach and re-engage customers in Search, the Shopping tab, Gmail, and YouTube. Google has stated that by using the information that customers have voluntarily shared with the advertiser, Customer Match will serve ads to those customers and other customers like them. This is now generally available to all advertisers around the world.

Here is the client correspondence manager:

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Here is the client correspondence downloader:

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Insights page

The Insights page shows trends tailored to an advertiser’s activity, so that advertiser can see if they are meeting demand for trending products or services. The tool is available worldwide to all advertisers and has self-service capabilities. Google’s “Demand Forecasting” page Insights is a new type of information that predicts relevant changes in search behavior over the next 90 days. It is now a closed alpha version for advertisers around the world.

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Max performance

Performance Max campaigns are a new way to buy Google Ads across our inventory. Google Ads currently offers fully automated campaigns for app marketers, retailers, and businesses with physical locations to drive results on Google surfaces, Google said. Performance Max campaigns leverage automation to provide a complete solution that works for all advertisers across a wider range of marketing goals. This is now an open beta for advertisers around the world.

Product feed

Product feeds are linked to Google Merchant Center, allowing advertisers to leverage their product catalogs to create more dynamic ads. Product feeds pull product information and images from an advertising reseller’s Google Merchant Center account and display that information as part of an advertising campaign. This feature is now generally available to video action campaign advertisers worldwide. It is also now an open beta for Discovery Ads advertisers worldwide.

tROAS – Return target on ad spend

tROAS is an automated value-based bidding strategy, which stands for Target Return on Ad Spend. This Google Ads smart bidding strategy enables advertisers to achieve more conversion value or revenue with the Return on Advertising Spend (ROAS) target they set. Bids are automatically optimized at auction time, allowing advertisers to customize bids for each auction. This feature is now generally available to video action campaign advertisers worldwide. And is now in open beta for Discovery Ads advertisers worldwide.

Other elements

Here are some other announcements that have not been grouped above:

  • You can use image extensions to make your Search Network ads more visual and engaging. These are now available worldwide, Learn more here.
  • Now you can create more personalized and relevant responsive search ads at scale with ad customizers. These are now available worldwide.
  • You can become more robust attribution report. In addition to search and purchases, display and YouTube ad touchpoints will soon be included in all attribution models, including data-driven attribution. Google will also integrate conversions into the app from these touchpoints.
  • Maintain accurate and complete conversion measurement. Implement improved conversions for a more precise and confidential view of performance, even when fewer cookies are available. Contact your Google Account team if you want to join the beta.
  • The Google Ads app personalized feed contains more personalized information. Over the next few months, you’ll see new information tailored to your business and educational content aligned with your campaign goals.
  • You can drive inspiration and buying action on YouTube and Google. Connect your Google Merchant Center feed to showcase your best products in Video action campaigns. This will also be available for Discovery announcements in the coming months.
  • New OCI (offline conversion import) help tool to implement offline conversion imports. The OCI Assistant makes it easier and faster for your team to set up offline conversion imports, so you can improve your campaign optimizations to generate more qualified leads. It automates project management and provides detailed guidance to every stakeholder at every step.

Community reaction

So what did some members of the community think? Overall, there was a lot of enthusiasm for the new features, but not everyone was happy. There seems to be a disconnect with the average advertiser here.

Forum discussion at Twitter.




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