Google has announced numerous new ad tools at its Google Marketing Live event, including new ad options for YouTube Shorts, new layouts for Responsive Display Ads, improved analytics, and new ad testing options.
YouTube has been teasing ads on Shorts since last October, but is now progressively rolling it out worldwide.” Google has integrated Shorts advertising into its Video Action and App campaigns. Brands will be able to connect product feeds to their Shorts promotions and make video ads more shoppable.
This could eventually be integrated into regular Shorts clips, enabling creators to monetize their content better. Although it isn’t available yet, the new display could prove valuable for brands, as Shorts delivers more than 30 billion views daily. As quoted by 9to5Google, the company said,
“This is an exciting milestone for advertisers, and a key step on our road to developing a long-term YouTube Shorts monetization solution for our creators, which we’ll share more about soon.”
Google Discover Feeds
Discover feeds are where people scroll through their favorite personalized content for ideas and inspiration. Though it is a lesser used Google app, the new video ad options could help to connect with users and offer more compelling and engaging ad experiences.
Display & Video 360 ad
Google’s also updating its Display & Video 360 ad options and getting new visual shopping ads.
Advertisers will soon be able to add Connected TV campaigns to reach affinity, in-market, and demographic audiences across YouTube and other ad-supported connected TV apps. On the top-left corner, one can swipe through various images accompanied by various product details, such as prices and ratings. This might include information about loyalty programs.
3D Models of products from merchants will also appear directly in search results, as Google claims 90% of Americans currently use or would consider using, AR for shopping.
Responsive Search Ads
Later this year, Google will roll out automatically created assets for responsive search ads, which should make ads more relevant.
“If you opt in, Google Ads will automatically create assets for you based on content from your landing pages and existing ads. The system will then display the best-performing combination of automatically created assets, and the assets you provide, to make your ads more relevant. The system will then display the best-performing combination of automatically created assets, and the assets you provide, to make your ads more relevant.”
Mobile-First Layouts For Responsive Display Ads
All-new, mobile-first layouts will allow advertisers to showcase their brand on full-screen portrait ad inventory. In addition, Google is introducing scrollable ads and videos based on the product feed.
Performance Max Campaigns
Performance Max campaigns to help advertisers drive better results across Google’s channels and inventory They include A/B testing, campaign management, support for store sales goals to optimize for in-store sales, new insights, and explanations, including attribution, audience and auction insights, and optimization score and recommendations.
Google’s also adding new personalized trend data to its ad insights page to improve contextual understanding and targeting. They include three new reports- Attribution insights, Budget insights, and Audience insights.
Other New Advertising Features
Conversion Lift Test
Google is also bringing Conversion Lift tests directly in Google Ads and Display & Video 360. It will help to measure incremental conversions based on users and regions, and Search Lift tests will enable you to measure the effectiveness of YouTube campaigns at driving organic traffic to YouTube and Google.
Privacy-safe options for interest-based advertising and remarketing
There will be worldwide testing in Google Ads and Display & Video 360 later this year. These tests will incorporate signals from the new Privacy Sandbox APIs.
Ad Control Center
Earlier this month, Google previewed its Ad Control Center at its I/O Summit. People will be able to pick the types of ads they want to see more or less of and control how their data informs ads they see across YouTube, Search, and Discover.
There are several interesting new additions, but the new Shorts display option is the biggest. Users will be able to expand their reach with the rapidly growing Shorts audience. With the growth of TikTok, short-form video has become highly influential. Brands should take note of these options and work to find ways to make use of them in order to maximize appeal and resonance.
Interesting Read: Bridging The Gap: Is YouTube Unifying Linear And CTV Ad Buying?