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Everything You Need to Know in Less Than 50 Words
Google Marketing Live 2022 aired on May 24, 2022. However, you can still register to watch the event on-demand here. Several changes to the ways digital marketers can use Google Analytics and Google Ads were announced.
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The main topics and trends include:
- Google Lens is a feature that covers the search engine’s image search functions and capabilities.
- Machine learning, including how features can automate tasks for your audience.
- Reflex research discusses how audiences search for solutions from multiple online sources.
- Omni-buying covers the different digital and in-person buying channels consumers have at their disposal.
Let’s review some key highlights and announcements made during Google Marketing Live 2022.
Google Marketing Live 2022 aired on May 24. Several changes to the ways digital marketers can use Google Analytics and Google Ads were announced.
Key Announcements for Google Ads and Google Analytics
Here are the main changes for Google Ads and Google Analytics you need to know. These announcements are not necessarily listed in order of importance or priority.
- Advertising on Google is skewing more toward video. As a society, our attention spans are down to an average of eight seconds, and videos help capture our attention and keep us focused for long enough.
- More involved or complex searches will increasingly go through Google Lens, offering intuitive imaging and visual scanning capabilities.
- YouTube Shorts will also be more of a focus for Google this year due to steady increases in views. YouTube Shorts are shoppable video ads that will start showing up more in audiences’ feeds.
- Google will be diving into the world of streaming and OTT or over-the-top advertising. As a result, ads will become more targeted according to demographics like location, age, and gender.
- A new ad tool called “Performance Max” is getting some new automation features. These include A/B or split testing capabilities and artificial intelligence for ad optimization.
New Features for Small Businesses
Many small businesses rely on Google for organic website traffic and visibility through services like Google My Business. As announced at Google Marketing Live 2022, three key new features are now available for small to medium-sized businesses. These include the following:
- The ability to chat with leads and existing customers directly from Google My Business or GMB pages.
- Responsive text ads respond to consumers’ online behaviors and text searches by directing them to relevant landing pages or digital content.
- Content asset libraries are now accessible from anywhere with an internet connection. This includes video assets.
Interesting Announcements
One of the most compelling announcements made at Google Marketing Live 2022 was about changes to Google’s product search interface. It will feature graphics, product details, and separate product pages for each item. These product pages will incorporate user reviews, purchase locations, and prices.
A second noteworthy announcement is Google’s shift to first-party data for advertisers. Increasing concerns about privacy and ensuing regulations mean the world’s most predominant search engine will no longer share information between advertisers and publishers. Google will also not collect any data on its servers, reducing the risk of sensitive data exposure.
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