Big Hype, Big TV and Big Disappointment: Google Marketing Live
Google Marketing Live Event : PPC’s Reactions
On Tuesday, Google live-streamed their Google Marketing Live event, which highlights their developments and innovations for the next 12 months on their paid platforms. Expectations were high, and Google were ramping up their marketing about it.
Maybe expectations where set too high, as in the end we all felt a bit underwhelmed. There wasn’t a lot of innovation or any sizeable developments delivered. In fact, what was a ‘announced’ in most cases was already known or was something which had already been in beta. If you have any questions on topics mentioned in the live event or about Google’s paid platforms in general, don’t hesitate to contact us.
Below I’ve detailed my takeaway from the event, and I’ve caught up with Alex and Will from our Paid Media team on their thoughts!
“For me, I was expecting more in general. I know there’s been sizeable developments recently with the introduction of the new UI and the rebrand – but there was nothing really ground-breaking occurring here.
I’m interested by the developments in Google Marketing Platform, especially Display and Video 360.
As we start to get involved in more and more omni-channel campaigns, having a hub to co-ordinate between agencies, clients and even inter-agency departments sounds like a nice direction to take.
The highlight is the introduction of cross device and remarketing reporting within Google Analytics. I’m looking forward to seeing what we can do with this level of reporting and how we can then apply this to our campaigns.
Finally, I’m disappointed by the direction they’re taking with the new responsive ads. It feels like another unnecessary squeeze on the organic space and feels like a tick boxing exercise to force users to use a more ‘machine learning’ by Google.”
Ben, Account Director
I also caught up with our Account Manager, Alex on his thoughts on the event:
“As usual these things are disappointing overall, with a lot of waffle without really explaining how these new developments actually work. We’re not in any way sure how useful anything announced will be to our clients – we’ll have to wait for more details to be able to comment further.
There was a focus on automation (as there has been recently), but Google just say that they will be better options for advertisers without actually explaining anything in detail.
I was disappointed there was no mention of Data Studio, as it is a product with a lot of clear potential and one that we use enthusiastically. We even received an email teasing this last week which makes it extra disappointing.”
Alex, Account Manager
Finally, we spoke to Will on his thoughts:
”I think the responsive search ads do have the potential to be quite useful and are an obvious move for Google, towards providing more machine learning capabilities. They allow advertisers to provide up to 15 headlines and 4 descriptions, and then tests multiple variations of your ad for you, to work out the best combination, per search query. They also have the ability to display up to three headlines and two 90-character descriptions, which is 90% more text overall!
Google say that these will not only save time, but also improve ad performance, by providing more opportunities to show relevant messages to customers. We know that taking up more real-estate on a page can greatly increase CTR, so it will be interesting to see how effective they actually are.
It does raise further questions over the future of SEO, with paid ads taking up more and more space, and organic results being pushed further down. Moreover, there are also questions over how this will affect PPC; with more organisations turning to paid ads, and less room to get in a top-of-the-page position, surely cost-per-clicks will rise too?”
Will, Digital Marketing Executive
For a full rundown of the event you can still watch the live on demand here: https://blog.google/products/ads/live-stream-2018/; as well as reading their blog on the releases here: https://blog.google/technology/ads/machine-learning-hands-advertisers/
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