Google Marketing Live 2019 Major Highlights: New Discovery Ads, Google Ads App And More Updates

Google Marketing Live 2019 Major Highlights: New Discovery Ads, Google Ads App And More Updates

Date: April 04, 2024

Did you know that as per Google, searches for "best” have increased by 80% in the past two years?

We still have not gotten out of the Google I/O 2019 conference and another Google annual event is making the rounds all over the internet. Google Marketing Live event has always been a very important event for digital marketers across the world. 

Google Marketing Live 2019 finally pulled down its curtains on 15th May after major announcements including updates related to more visual app ads, discovery ads, gallery ads, shopping updates and many more in a two-day,  event.

Watch  quick highlights from Day 1 of #GoogleMarketingLive. Tune in today to catch 10+ live streamed sessions → https://t.co/J8PIH9BX7m pic.twitter.com/fjNYRQKP6L — Google Ads (@GoogleAds) May 15, 2019

Last year’s Google annual event, Marketing Live 2018 was about significant changes to YouTube ads, Google Analytics cross-device reporting, Machine Learning (ML), Google Ad Innovations, and other platforms. This year Google annual event introduces another breakthrough update.
This article covers all the major highlights of the Google Marketing Live event.

Google Marketing Live Schedule 

A noteworthy point is that it was the first time that Google Marketing Live was live streamed eight hours of additional content from the conference. People had communicated directly with product managers via live Q&A.

Last year’s Google annual event, Marketing Live 2018 was about significant changes to YouTube ads, Google Analytics cross-device reporting, Machine Learning (ML), Google Ad Innovations, and other platforms.

This year's Google Marketing Live event proved to be another milestone for Google Ads.

Major Highlights from Google Marketing Live 2019 Announcements 

At this year's Google annual event, Google announced "10+ new digital marketing products." Let’s check out some of the major highlights from Google Marketing Live announcements.

1. Updates on Google Ads App

In a Google Adwords campaign, you were only able to pause and start text ads in the app of Google Ads. Right? But not anymore!

Responsive Search Ads is going to get a boost from Google. In the upcoming week, you can create and edit responsive search ads directly from the Google Ads app.

So, if you are on a vacation to a mountain and want to start a Google Adwords campaign, you can write an innovative headline and launch bids straight from your Google Ads app.

Google Adwords campaign

According to Google representatives, ad creation and editing will soon be available in other formats. Another update that is set to be rolled out is the new recommendations and notifications.

With the new recommendations, you will be enabled to add new or negative keywords, pause keywords with poor performance, and opt for all smart bidding strategies in Google AdWords campaign.

Users will also receive notifications on their Google Ads app that will help in informing them about the new opportunities to increase their performance.

2. More Effective Local Campaigns 

Local campaigns are the first campaign type on Google Ads that are specially created to help marketers attract foot traffic to local stores. In recent studies, including 10 advertisers, it was found that local campaigns helped brands attract a median 5x incremental return-on-ad-spend from their business locations.

Local campaigns will continue to expand to assist more advertisers that include small business houses and will drive other types of local actions like calls or directions to your business. This will also include businesses too that don’t have store visit measurements enabled.

Google also plans to enhance ads in local campaigns to help to display the product-specific information and offers.

3. Introducing Google Discovery Ads 

Google found out in its collaborative study with Ipsos that 76% of customers cherish unexpected discoveries at the time of shopping. And 85% of customers will receive a product-related action within 24 hours of exploring a product and getting information like reviews, comparing prices before purchasing the product.

Our first announcement is out!  Presenting Discovery ads: inspire and engage consumers with rich and relevant creative across the YouTube home feed, the Gmail promotions and social tabs, and the feed in Discover. Hear more at #GoogleMarketingLive → https://t.co/J8PIH9BX7m! pic.twitter.com/38DDfzkSJU — Google Ads (@GoogleAds) May 14, 2019

In the latest Google Marketing Live event, Google released Discovery ads. These ads will be available to marketers or advertisers later this year. Discovery ads are a new approach to reach the audience throughout the Google properties in moments when they allow to discovering your products and services. The new Discovery Ads announcement included: 

  • Ads filled with rich and relevant creativity 

Now marketers can encourage customers with an open canvas displaying their products via swipeable carousel-style images and render them natively on each Google property.

  • Delivering better output

By combining massive reach and creative canvas with Google’s understanding of intent. With the help of this, you can confidently predict customers needs and deliver the results which you think is best suitable for them.

  • Massive reach across cross-apps

Digital marketers can use Youtube home feed, social tabs and Gmail promotions to reach a massive audience just by using a single Google Ad campaign.

4. New Google Shopping Ads 

This is another major update from Google Marketing Live 2019. Google has introduced a new look at shoppable ads with mesmerizing ways for shoppers to explore and do the comparison with millions of products from various stores.

According to Google’s data, 

“About 60% of those shopping queries come from users browsing a category or brand - like Max Mara dress or living room decor ideas.”

Customers can choose from various products available online from a nearby store and directly from Google. Now it has become a one-stop for retailers and brands bringing local ads and transactions in one place to help them connect with customers.

google shopping

Shoppers will get a personalized homepage on the Shopping tab where they can filter based on features they love to see and their brand's preferences. Shoppers can watch reviews and watch videos about the products. 

5.  Google Bringing Deep Linking From Google Ads in Its App 

At the Google Marketing Live 2019, the company announced it was implementing an app deep linking it to Google Ads that would increase reporting efficiency. 

In its blog post, Google stated that “on average, deeply linked ad experiences attract twice the conversion rates.”
If a user is carrying the marketer’s app they will be taken into that app from Search, Shopping or Display campaigns. It allows for a personalized and accelerated shopping experience. 

Deep link to your relevant in-app content from Search, Display & Shopping ads. Learn more at #GoogleMarketingLive → https://t.co/J8PIH9BX7m pic.twitter.com/h1p0sydSQT — Google Ads (@GoogleAds) May 14, 2019

It will be used to create a frictionless experience for customers including anonymous mobile web experience that needs to fill customer credentials.

These new Google Ads updates are part of an effort to start off the war with Amazon and reduce some of the benefits that the e-commerce giants used to have. Google Ads latest updates will help the company to ads and services that are more related to actual transactions, and by that, the company can charge more money.

Well, Google is showing its serious intentions to fend off its competitors and make preparations for the holiday season!
You can also check it out the video of keynotes from Google Marketing Live at its official site

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Arpit Dubey

By Arpit Dubey LinkedIn Icon

Arpit is a dreamer, wanderer, and a tech nerd who loves to jot down tech musings and updates. With a logician mind, he is always chasing sunrises and tech advancements while secretly preparing for the robot uprising.

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