Now that Google I/O 2022 has wrapped up, it's time for Google Marketing Live 2022 — another of Google's major annual live events for unveiling a range of products aimed at marketers and brands. This year, Google chose to hold the event on May 24, in a Digital Event format, with a packed lineup of well-known Featured Speakers from Google taking part. In this article, we've gathered the key highlights of the event in brief for you to read. If you're ready, let's dive in.
Updates on Video Ads
When it comes to Video Ads, Google revealed details of the various updates that are on the way, including…
More Ads on YouTube Shorts
Google has announced that, from now on, video campaigns and app campaigns will be able to serve ads on YouTube Shorts worldwide. This has to be seen as a continuation of the success that YouTube has demonstrated: even though short-form video-sharing platforms like TikTok have surged and grabbed a sizeable share of the market, the overall picture is that YouTube has been able to counter-punch back with plenty of power and no sign of slowing down. If you compared it to boxing, it would be like watching Pacquiao go toe-to-toe with Floyd. In particular, the newly added Shorts feature has allowed YouTube to turn the game around and once again become the leader among video-sharing platforms. (YouTube Shorts has surpassed 30 billion views — read more here)
Short Video Ads on Google Discovery
Google is exploring ways to bring short video ads into Google Discovery. Google Discover is a feed that displays content directly relevant to users, based on what they like to search for or are interested in, presented in the form of articles, images, and videos.
Display & Video 360 Can Now Run on TV Devices
For anyone who has been concerned about running video campaigns through the Display Network, Google has revealed that, soon, marketers will be able to use a powerful campaign management tool like DV360 to run campaigns on TV devices, in order to reach their target audiences even more effectively.
Greater Advances in Automation
Google revealed advances in Automation that will help marketers' work flow more smoothly, including:
Additional Updates to Performance Max Campaigns
Many marketers have probably already tried out "Performance Max," the latest new tool that helps boost the effectiveness of ad creation by using Machine Learning to help find target audiences and automatically create ads — and it distributes them across every platform with a single click. Since launching this new tool, Google has been steadily rolling out new updates, and of course, at this event Google revealed the various features that will be gradually added over the course of this year, including:
New Updates for the Insights Page Feature
At this event, Google revealed that it will launch three additional reporting functions on the Insights Pages in the coming months. The details of the new functions are as follows:
- Attribution Insights — check how effectively your ads are performing across Google's various platforms.
- Budget Insights — review new insights to optimize the budget used in building ad campaigns.
- Audience Insights — review in-depth insights into your various Audience groups.
Improved Performance for Responsive Search Ads
Google is about to launch a new feature later this year on Responsive Search Ads that can automatically create ad content based on your existing Landing Page and Assets (similar to creating videos in Performance Max Campaigns).
Responsive Display Ads Now Support Vertical Image Display
This new update will give marketers greater variety in how they display ads on mobile devices, adding fresh experiences for users. As you may recall, the image sizes previously used with RDAs were only Square and Landscape. But now Google will allow marketers to display full-screen vertical ads.
A Completely Revamped Asset Library
For anyone looking for inspiration in creating ads, Google offers the Creative Inspiration tool, which acts like a treasury of creative ideas that helps filter through ads from all around the world. Users can use the Filter function to filter by "Ad Format" as they wish.
Optimization Score Will Cover Every Ad Campaign
The ad campaign performance score, known as the "Optimization Score," will be expanded to cover more types of ad campaigns.
Additional New Features
In addition, Google announced the launch of features designed for "future flexibility in the world of marketing," including:
- Conversion Lift Tests — a feature that helps marketers measure incremental Conversions based on User and Geography.
- Search Lift Tests — a feature that can measure the impact on YouTube Campaigns arising from Organic Search on Google and YouTube.
- Google Tag — a feature that allows the tag placed across a website, or the Global Site Tag, to become part of the Google Tag and to receive various additional updates in the future.
- My Ad Center — a feature for everyday users, allowing them to choose the types of ads they want to see less of.
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