Digital marketing is subject to constant change.
1. Smart bidding for Google Ads
Google has invested heavily in artificial intelligence (AI) in recent years, and smart bidding is one of the many results of this investment. The definition of Google is:
Smart bidding is a subset of automated bidding strategies that use machine learning to optimize conversions or the conversion value in each individual auction - a feature known as auction-time bidding.
Simply put, it takes the guesswork out of bidding on Google ads. Google's AI system uses machine learning to automatically optimize for conversion in every auction. You tell Google your advertising goal and Smart Bidding will find out how you can achieve it within your budget. Smart bidding works for a number of PPC goals as:
· Goal CPA : Generate new leads and customers at the cost you want per acquisition.
· Goal ROAS : Get the best return on investment (ROI) for your expenses.
· Maximize conversions : Increase your conversion rate.
With Smart Bidding, you can use many different signals to optimize your offer, some of which are system-dependent and not available when you submit a bid manually. Here are just a few of the signals you can choose from:
· Location intent : where a user intends to go compared to their physical location. For example, when someone is looking for travel.
· Day of the week and time of day : Local companies can address customers with relevant information or offers at certain times.
· Remarketing list : Ads can be optimized based on users' recent interactions with products and the nature of those interactions.
· Ad features : If you have multiple versions of an ad, Google can bid on those that are most likely to convert.
· User interface language : The bids can be adjusted for the language in which a user searches.
Machine learning enables smart bidding to manage multiple signals simultaneously to tailor bids to the context of each user. So if a user is more likely to click on your ad while on the way home from work on the bus, Google can raise your mobile ad bids on weekdays between 5 p.m. and 6 p.m.
Smart bidding is a great option for companies just getting started with Google Ads or for those who don't have much time to manage a campaign.
The main disadvantage of using it is that you have no control over which third-party websites your display ads appear on - you have to choose all or none of them.
2. Google Discovery Ads
Google launched Discover , its personalized mobile news feed, in late 2018 . The aim of the feed is to present relevant content to the user even when they are not looking for it:
The content of Discover is arranged as maps under topics that need to be researched and includes different types of depending on the interests of the user Videos, recipes, news articles and blog entries. Since the focus of the content is on relevance, you do not always get the latest content - as a rule, current content of high quality is always offered.
Google Discover is available via the mobile Google app and visiting Google.com via a mobile browser. Users can control what is shown in the feed, which leads to a more personal experience.
Earlier this year, Google launched Discovery Ads, which are native ads that appear in different Google feed environments.
Similar to display ads or YouTube ads, discovery ads need to be visually appealing and mobile-friendly to look native to the feeds they're being played on. Google uses machine learning to optimize ad serving based on user search history, feed engagement, and other factors to serve the most interested prospects:
With Discovery Ads, you can present more than one image, similar to the carousel ads from Facebook. With Google’s new Discovery ads, marketers can reach potential customers not only through the Discover feed, but also through the YouTube home feed and Gmail.
In summer 2019, Google launched the beta version of Gallery Ads. Similar to Facebook's carousel ads, they contain images that mobile users can scroll through to get more visual information about a brand, product, or service.
According to Google, gallery ads seem to work: initial reports show that ad groups that contain one or more gallery ads have up to 25% more interactions.
Gallery ads appear at the top of the mobile search results and contain 4-8 images. Each image has its own text, along with a static heading and URL, and advertisers pay when a user clicks or swipes an image.
Google gallery ads may not have as many uses for B2B or service-oriented offerings, but companies with offers that are well suited for rich image material should definitely use this if they are published on a large scale.
As Google is increasingly moving away from text-only ads, advertisers have more opportunities to present their products and services in a way that makes the most sense to their business - and their customers.
None of these signals are new, but they have been expanded to allow companies to reach their ideal customers at the right time. You can overlay these audiences over other parameters when setting up a new campaign.
The only constant at Google is that the company is constantly evolving to better serve customers' needs.
These will be the big trends to look out for in 2020, but we're sure that a few others will emerge later in the year. In the meantime, you can get creative with all of these new display types!