In September, the Swoop Team was invited to attend to the First Google Partners Summit in Melbourne. Google revealed exclusive information as well as many new products to come for advertisers.
The deployment of these updates has either already taken place or should take place in the next few weeks or months.
Presented by Elizabeth Fox, Marketing Solutions Director at Google Australia & New Zealand, there was a strong focus on machine learning, which is a major evolution in Google’s advertising solutions.
Here are some key elements we have selected for you.
1. Machine learning at the heart of innovation
New responsive search ads
In 2016, Google released Expanded Text Ads. This year, here comes a new ad format that uses machine learning called Responsive Search Ads. Indeed, this format creates an ad that automatically adapts to show relevant messages. You can write multiple headlines and descriptions – choosing from 15 headlines and 4 descriptions- when creating a responsive search ad. Over time, Google Ads will automatically test different combinations and learn which combinations perform best.
By adapting the ad’s content to more closely match potential customers’ search terms, responsive search ads may improve the campaign’s performance.
Google’s new responsive search ads are now in beta in Google Ads, though not available to all advertisers yet.
By leveraging machine learning, it can help you make smarter, faster and more impactful decisions to ultimately serve the right ads to the right customer.
Google is constantly evolving the tools available to advertisers. With the continuous optimization of its algorithms, the current trend is to use machine learning. Machine learning suits advertisers who have very specific objectives for their business.
Google’s aim is to offer a way to customise the different types of campaigns around the advertiser’s objectives.
Smart Bidding is a subset of automated bid strategies that use advanced machine learning to optimise for conversions or conversion value in each and every auction – a feature known as “auction-time bidding”. Target CPA, Target ROAS, Maximise Conversions, and Enhanced CPC (ECPC) are all Smart Bidding strategies.
“ >20% increase in conversion value at similar cost when using Smart Shopping Campaign”
Shopping also benefits from Machine Learning by integrating new and exciting bidding strategies, integrations and automated feeds which help to increase revenue & ROI for eCommerce businesses.
To use Smart Bidding, you need to have conversions tracking enabled and a minimum number of conversions recorded is recommended.
2. Simpler Experiences, Better Results
Customers are curious, demanding and impatient. A slow website will hurt you. Google estimated 15% higher conversion rate with load time >2 seconds.
Therefore it is essential to work on your page speed. Page speed also now impacts ranking on organic mobile search.
To help, they introduced the Mobile Speed Scorecard and Impact Calculator (https://www.thinkwithgoogle.com/feature/mobile/).
Use this scorecard to compare your mobile speed and see how your mobile site speed ranks compared to other top brands. Get help in understanding how you can provide a faster, more frictionless mobile experience.
We can’t end this article without mentioning that during the Summit, Swoop won the Google Bike for the best social media post of the day!
To find out more about how Swoop Digital can help your eCommerce business grow online, we invite you to contact us today at 1300 858 839.