The 2022 Google Marketing Live Keynote
Philipp Schindler, the company’s Senior Vice-President, led the introductory opening of the 2022 Google Marketing Live Keynote. The event pulled in several other top-level executives like Jerry Dischler, Vidhya Srinivasan, Saurabh Sharma, and more. They took on the stage to update the audience on Google innovations across its advertising platforms. This year’s event focused primarily on the critical aspect of helping advertisers break through an increasingly privacy-oriented world.
Historically, Google has dramatically relied on vast data collection mechanisms to help advertisers launch successful campaigns. Subsequently, leading to high returns on investment in their businesses. But they’re increasingly acknowledging the changing realities on the ground regarding the need to respect and protect users’ privacy. Google understands that online privacy protection activism is going full frontal. By fueling punitive legislative interventions Google could drastically affect its online data collection operation for its advertisers. For example, the EU’s GDPR laws seriously threaten Google’s. Particularly its ability to access and provide critical data advertisers need to launch successful advertising campaigns. Data access online is becoming a severe issue of contention. Google advertising is supersonically evolving by trying to change how online ad targeting will be done in a privacy-centric future.
Google believes that by 2023, about 60% of the world population with access to online content will be covered under Privacy protection laws.
Now, with this mindfulness of the challenges ahead, this year’s event shone both the on-stage and off-stage picture of how Google is trying to reinvent the way advertisers can confront the new realities and challenges to achieve their advertising and business objectives even in the privacy-protected future. And Google is prioritizing this issue by devising several necessary interventions made through the announcements.
Introducing ads Center
During the 2022 Google Marketing Live Keynote Google announced that they would be rolling out an ads center platform at the end of the year. This means that online users can sign into this platform and configure the kind of ads or category of advertisers they would rather get exposed to. The introduction of this functionally is one way of democratizing which types of ads are exposed to users based on their preferences as opposed to forced ads bombing. This is intended to increase users’ confidence and help them build more trust with their preferred brands.
Enhancing Privacy-Safe Measurement
Google is also taking the functionality of the privacy-safe measurement to another level by giving advertisers the ability to run search and conversion lift tests, including geo-experiments. It will also help them compare ad performance between regions where they’re served and not shown.
However, the 2022 Marketing Live Keynote wasn’t just about confronting the future with restrictive access to data. They also highlighted another crucial factor to help advertisers achieve desirable conversion rates on their campaigns.
Immersive & Visual-based advertising
The event revealed that Google’s goal is to change how content is accessed online by users. Convenient and flexible access to high-quality google searches will allow advertisers to create high-performing ads that could be interspersed into the search results, leading to better conversions. In addition, experts now believe that image Visuality is an aspect any advertiser should incorporate in their online advertising strategies to fit into Google’s Multisearch and Visual-based search objectives correctly.
Introducing ads on YouTube Shorts
Advertisers worldwide will now be able to feature their ads on YouTube Short videos. According to Google, YouTube Shorts get over 40 billion views per day which presents a more significant opportunity to launch successful campaigns and even reach more audiences.
Video on ads in Discover feeds
The Discover feature helps users quickly find trending content online. It is accessible by both Android and iOS users. And this year, Google has announced that video ads will now be integrated into the discover feeds.
Conclusion
Creating successful Google ad campaigns is the goal of every advertiser out there. But at times, it could be tedious to understand the proper way to do it. Of course, events like this provide us with an opportunity to know what is new and trending. But still, you will need a partner who can work with you, so your business gets the correct conversion rates you desire.
This is why we at Sorcery Media Group can help you implement a successful Digital Marketing strategy and ensure your campaigns bring in the results you need.
Don’t hesitate to get in touch with us today so we can discuss further what you need to get you started with successful Google advertising.
Written by: Christopher Ulrich, Sorcery Media Group
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