Google Marketing Live 2019: New Ad Types for Marketers – The Buyer’s Journey 59

There were a lot of big announcements for digital marketers at the Google Marketing Live 2019 conference, and we discuss the new ad types you’ll be seeing in the Google eco-system.

Google Marketing Live 2019

Google Marketing Live 2019 took place earlier this month and with it came a slew of new Google info. From app updates to new ad types, digital marketers have a lot to look forward to. Today we’ll be discussing new and improved ad types you should know for your digital marketing campaigns.

Discovery Ads

An example of Google discovery ads from Google Marketing Live 2019

Discovery ads are a brand new type of native ad that can appear in Google feeds. Greg Sterling on Marketing Land reports that they’ll appear in the Google Discover feed, on the mobile YouTube feed, and in Gmail’s social and promotions tab. Google’s Discover feed reaches 800 million users globally, which is quite an audience. Brad Bender, Google’s VP of Product Management, said in a press briefing that Discovery ads are “visually rich, mobile first and use the ‘power of intent.” Sterling points out that this likely means they’ll be using info about past site visits, app downloads, watched videos, and map searches. Discovery ads will be available worldwide later this year.

Changes to Showcase Shopping Ads

An example of showcase shopping ads from Google Marketing Live 2019

At Google Marketing Live 2019, Google revealed that Showcase Shopping ads will now be added to Google Images, as well as the Google Discover and YouTube feeds. Showcase ads allow retailers to show a hand-picked list of products in response to generic search terms. Think “winter clothing” or “kitchen utensils”. Each ad features main images paired with smaller images that expand to showcase the different products. Location information is also available for nearby retailers.

Gallery Ads

Gallery ads are very similar to Facebook’s carousel ads and can be found at the top of mobile search results. These units are more visually appealing, allowing users to scroll betwee 4-8 images. Each image will have 70 characters of text to par with it, as well. Marketers pay on a CPC basis when a user clicks through to the landing page or when a user swipes to the third image and beyond.

Google has said that Gallery ads saw 25% more interactions than other search ad units. I have a definite interest in how this ad type will end up working out. As I mention in today’s episode, I feel like it’d be odd to see a gallery at the top of a mobile search. On the other hand, it does allow for a showcasing of related products at a business. We’ll keep an eye on how this ad type develops.

Check out our next episode where we’ll discuss a news article covering the Advocacy stage of The Buyer’s Journey.

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