To provide marketers with additional opportunities to reach their customers in distinctive and engaging ways, major new advertising innovations from Google have been introduced this year.
Google launches Discovery Ads
Discovery Ads is one of the great novelties that Google has launched in recent months. They are based on the success of Facebook with its native ads and the success of YouTube, considering that more than 90% of YouTube viewers say they have discovered new brands and products through the platform.
What is it about?
For brad benderDirector of Display and Video Ads at Google, a key theme this year is “the discovery”. For this reason, through Discovery Ads, consumers can discover new brands and products through visual formats that can be reproduced on different Google platforms, specifically, on the YouTube home page, in Google Discover and in the tabs social and promotion in Gmail.
Here’s an example:
You don’t need a video to advertise on YouTube
Discovery Ads allow advertisers to upload images from their campaigns, which will be optimized to create the new ad that can be served on YouTube as native feed ads, not in video format, and will include a call to action, title and A description.
Who are they addressed to?
These types of ads not only reach people who are looking for something specific, but also those who want to discover something new. They are targeted at audiences and not at search targets based on Keywords. Therefore, it is a segmentation based on the Google activities of said users, their search activities, YouTube behavior and apps downloaded from the Play Store.
What is necessary to create a Discovery Ad?
- A landing page URL
- Up to 5 holders
- Up to 5 descriptions
- A logo and at least one image in landscape format
Also, they work with machine learning. Combinations of headlines, descriptions and images are made in the right place and time. Thus, advertisers can focus on the most relevant users in order to provide much more specific information.
Bumper Machine
After introducing the “Bumper” video format of six-second ads, YouTube has developed a new free tool that helps businesses and brands automatically convert 60-90 second ads to a much shorter and more concise one.
This new tool works with machine learning
What is your function?
What this tool does is identify the most important segments of an ad to put together the most interesting moments in a Bumper ad, that is, a 6-second ad, fully prepared to be used in YouTube campaigns. In this way, the viewer cannot skip the ad and the recognition of the respective brand will be greater.
This is a great opportunity for those brands that want a Bumper ad but do not have enough resources to invest in them. This way they will be able to have Bumpers in a fast and simple way.
Here’s an example:
Bumper Machine transforms a 13-second video of the company “Grubhub” into a 6-second video conveying its original message.
https://www.youtube.com/watch?v=UCz1dXFCE9o
What advantages does this new tool offer?
- Speed: It only takes a few minutes to form the new video.
- Efficiency: The selection of the video fragment is carried out autonomously.
- Creativity: The original message and authenticity are maintained.
- Total, automation: Users only need to upload the video they want to adapt
- Price: It is a completely free tool.
New features of Deep Linking in Google Ads
Before explaining to you, it is convenient to be clear about what Deep Links or deep links are:
They are links that take you to specific content within an app or website.
These new functionalities are a great opportunity for those companies with mobile applications that link to the respective page within the app, to users when clicking on a link in Search, Display and/or Shopping ads. In this way, users can enjoy the products in a much more optimized and personalized way since it gives them the possibility of storing payment information or their preferences.
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