Google Marketing Live is Google’s main global event for the advertising industry.

The annual event took place online on May 24, and presented important insights for digital marketers around the world.

New ad models, business engagement and creative solutions were the highlights of this event, in addition to the new platform for making short videos that is dominating the internet.

Top 12 highlights of Google Marketing Live 2022:

1– Video action and app campaigns come to YouTube Shorts;

2 – Product feeds coming to YouTube Shorts;

3 – Video ads coming to Discovery;

4 – Expanded campaign management support in Search Ads 360 and the Google Ads mobile app;

5 – Ability to optimize in-store sales campaigns through Google Ads Performance Max;

6 – New performance data, such as enhanced attribution, audience, and auction insights for Google campaigns;

7 – Optimization score reaching all Google Ads campaign types;

8 – Features automatically created for more responsive search ads on Google;

9 – New Asset library at the Google account level that will be a huge plus for users;

10 – Search and conversion increase tests by Google Ads;

11 – The global site tag will become the Google tag;

12 – The My Ad Center will allow users to control the ads they see and customize their browsing experience. 

(Source: Search Engine Journal).

Introducing Performance Max

Performance Max campaigns are an excellent tool for contacting consumers on any Google channel. Advertisers using Performance Max campaigns on their accounts have experienced an average increase of 13% in total conversions, with a very similar cost per action.

Google has announced six new features as well with regard to Performance Max:

1. More testing tools, such as A/B tests, that show Performance Max’s ability to increase conversions.

2. More support for campaign management, notSearch Ads 360 and the Google Ads mobile app.

3. Support for sales goals in stores, to optimize sales in physical locations, as well as analyze visits and actions in retail.

4. Maximized impact for campaigns driven by a certain period of time, which helps meet store goals during seasonal events.

5. More insights and explanations, including consumer, audience, and auction information, so you understand which points lead to the best results.

6. Scoring and recommendations for optimization, which help you understand how to improve campaigns.

(Source: Google).

Enhanced Insights

The insights page uses machine learning to identify demand opportunities and provide personalized data about trends in your area of expertise.

Google is able to show this kind of information based on the billions of searches they see every day and the millions of signals analyzed at each auction. The company has submitted three new reports, which will be released in the coming months. This will be exciting to check out. They will be based on:

1. Attribution information; 2. Budget information; 3. Audience information for first-party data.

There are already many insights available from Google which can greatly benefit your business as well. (Source: Neil Patel).

End Of Cookies And Greater Privacy For Users

The topic of privacy has gained relevance. The advertising industry, as a pillar of the open web, needs to restore the trust of people, who often consider it risky to share their data. So in 2020, Google decided that Chrome will end third-party cookie support by the end of 2023.

Google is committed to and working closely with the ecosystem on alternatives that can replace third-party cookies through the Privacy Sandbox initiative.