• Google is shaking things up with the marketer in mind

    Google has shaken things up a lot up this past week. Google Marketing went live on Tuesday to share the new innovations that we can expect to see in the coming year. Some of the updates included adding machine learning to Google Ads and Google Hotel Ads joining forces with Google Ads.

    Can you believe that AdWords was launched nearly 18 years ago! Was there even Google back then? It changed the world of marketing forever and gave us the opportunity to share our products and services with the world, bringing us closer together.

    Since then a lot has changed. Mobile has become a huge part of our everyday lives. Allowing people to transition between apps and content quickly. This gives us as marketers the opportunity to catch people at each and every one of the steps they take on their mobile. We can reach them on hundreds of channels, different screens and formats. The ability to deliver content-rich, stunning ads in every form is exciting. But its never been more difficult.

    Updates, Updates, Updates.

    We are constantly trying to streamline and automate everything because there is just so damn much! Googles updates will be a welcome change. They have created 3 new brands that will encompass all the tools we know and love (and loathe, but know we need).

    Google AdWords will become Google Ads

    Starting July 24, 2018, you will begin to see the new Google Ads brand which will include the new name and logo. These changes will be reflected in their new product interface, Help Center, billing documents, and more.

    Google Hotel Ads will also be merged with Google Ads. Giving hotel advertisers the ability to manage all their ads in one place.

    Google brings its powerful machine learning to Google Ads. This will benefit small businesses greatly.  “So they can stay focused on running their businesses and get results without the heavy lifting” claims Google.

    Introducing Google Marketing Platform

    Enterprise marketing teams are going to be happy with this new update. Google will enable stronger collaboration by joining DoubleClick with the Google Analytics 360 Suite to create a single brand: Google Marketing Platform.

    The reasoning behind this unification is based on feedback from marketers seeing the benefits of using ads and analytics technology side by side. Building on the existing integrations, Google is hoping to bring a better understanding of customers to deliver better business results. The new platform will bring features that “help marketers plan, buy, measure and optimize digital media and customer experience in one place”.

    DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center will be brought together. Allowing agency, creative and media teams to collaborate and execute ad campaigns on a single platform.  This feature is dubbed  Display & Video 360.

    Goodbye DoubleClick and hello Google Ad Manager

    Google Ad Manager will encompass DoubleClick for Publishers and DoubleClick Ad Exchange. Multiple screen usage and a high demand for programmatic access mean publishers need a more efficient way to manage their businesses.

    We will see dynamic ad experience with out-of-the-box support for video, native and custom ad formats. With the rise of video content, we can see the introduction of live TV and short-form content in ads everywhere. Managing all your ad sources in one place with programmatic abilities and powerful analytics tools for insights and detailed reports for smarter decision making.

    The new updates will see an increase in brand safety as well. Giving you power over advertising policies and publisher controls.

    With all these new updates we are excited to see how the marketing world reacts and benefits. We’re excited, are you?

    Quidtree is a powerful data management platform. For more information check out our website. Register for our FREE Beta trial.

  • Google’s Hotel Ads will join Google Ads

    Not being able to manage all your ads in one place has been a pain for many Hotel ad partners. But Google has heard our calls and is joining Google Hotel Ads with Google Ads.

    Since Google introduced sponsored hotel prices in Google Maps back in 2018, we’ve seen the expansion of Hotel Ads to 150 different countries, bringing travellers the ability to browse on mobile and find the best hotel deals.  As the expansion continues, the natural move is to integrate Hotel Ads with the Google Ads platform, so you can now manage your hotel ads alongside your search and display campaigns.

    Hotel Ads will become a new campaign type when it launches later this year. The feature will be initially tested by a select number of partners.

    Google outlines the specific benefits this integration will bring:

    • Hotel groups to organize hotels by import attributes like brand and class.
    • Robust bidding controls that allow marketers to optimize for bidding dimensions unique to hotels like a travellers length of stay or check-in day and audience bidding
    • Smart bidding powered by machine learning to maximise booking at your ROI goal.
    • Rich reporting and familiar responsive interface available with the newly redesigned Google Ads.

    Managing your hotel’s price feed is mundane and time-consuming. Something we know a lot about at Quidtree is feed management. So we are excited to see that Google has announced their new Hotel Center. The Hote Center will be a centralised hub allowing you to quickly and easily troubleshoot with “intuitive in-product guidance”. The hub will allow you to manage your feeds health and manage all of your price feed-based hotel features.

    What will this change look like to you?

    Hotel Ads Center will be replaced bit by bit, starting with the basics like how you submit your hotel inventory and describe your hotel properties. With features rolling out till the end of 2018, the change won’t be immediate.

    Looking for an easier centralised way to manage all your feeds?  Quidtree can help. For more information check out our website and register your interest.


  • Google amps up machine learning in Ad tools and we are here for it!

    Google has just unveiled responsive search ads that will be powered by machine learning.

    This will optimize creative assets in real time so the consumers see the best-performing ad for their search. Google announced on stage at Tuesdays Google Marketing Live event. Followed up by a blog post.

    Responsive Search Ads:

    Instead of manually developing, testing and optimizing text ads for search, the new “Responsive” search ads will use machine learning to immediately determine the highest-performing combination among 15 headlines and four description lines supplied by you, the advertiser. This will continuously optimize the search results based on what appears to be the most relevant to the searcher.

    Let’s say two people both searched for “best Bluetooth speaker”. Both searchers may see different a different ad based on the signals used in bidding such as the device type they are searching on. Google has claimed that this will increase the clicks on your creatives by 15%.

    “They’re making it simpler for business to create ads and, more importantly, understand the success of those ads,” says Eric Heaton, tech director at global creative agency B-Reel, which works with brands like Nike, H&M, and Google. “The products surrounding campaign tracking and insights are going to be a real game changer, especially the cross-device behaviour tracking, and the new ‘Instant Reporting’ feature on Googles Marketing Platform. Marketers will be able to better understand the way users are engaging with their ads, and adapt them in real time.”

    Maximum Lift for YouTube

    Maximum Lift for YouTube is another new feature with an integrated machine-learning smart-bidding strategy.  Googles been promoting YouTube’s ability to deliver brand lift and making YouTube a destination for premium brand buys. This beta feature will allow marketers to reach viewers most likely to be interested in the brand after seeing a video ad. Bids at auction will be automatically adjusted to maximize the impact the video has on brand perception through the customer’s journey. Improving ad recall and brand favourability.

    An increase in foot traffic.

    Machine learning will also be helping increase foot traffic in stores. In the past, Google has offered local ad formats. The new updates will apply machine learning to the businesses location and its creatives to further improve ads, and drive foot traffic.

    Earlier this year Google introduced Smart Shopping campaigns. Marketers using this tool will now have the ability to optimize ads to boost two additional business goals: physical store visits and new customers. You will be able to create and manage Smart Shopping Campaigns from within Shopify.

    The new features will all be available in the coming months. YouTubes Maximize Lift is still in its beta form and is looking to launch later this year.

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