Google: The Ad Innovator Trying to Fend Off Amazon

June 14, 2019

Google earns the majority of its revenue from advertisements. The search engine giant is always searching for new ways to improve its users’ and customers’ service, especially for those who line its profit margins. The Media Online shares how Google has improved its advertising features: “Five New Google Features That Will Change The Digital Marketing Landscape.” All of these new features could change how advertisers approach digital marketing.

Google is releasing new types of ads respectfully called Discovery Ads and Galley Ads. Discovery will allow advertisers to promote brands through attractive native ads that change based on its target audience. The advertiser creates variations of an ad with images and copy, then based on the audience’s feed Google’s algorithm will deliver original ads. Galley ads are Google’s first ads that include a graphic element. The galley ads will feature images that can expand into a full-page experience and allow potential customers to interact with the products.

Google will also make four changes to its conversion and ad bidding process. Advertisers will be able to make seasonal adjustments to their bidding campaigns, set conversions at a campaign level, and there will be a new smart bidding strategy to maximize conversion values and their rules. There will be brand new video ads called “bumper ads” that will automatically generate six-second bides from longer videos.

Sentimental analysis comes into play for targeting audiences:

“The search giant is developing a more enhanced automatic targeting function in their display advertising and will publish it as a new tool on the audience side. Rather than just being able to choose between conservative and aggressive, Audience Expansion allows you to select degrees of specificity. There is even a special forecasting mechanism that predicts the change in ad spend, clicks, and conversions. This allows brands to focus on audience segments that work for the brand and incrementally increase the reach while still being able to control campaign performance.”

Google shopping is about to become smarter too. No longer with Google Shopping solely focus on searching for products. It will instead curate a personalized page based on past shopping history, similar to Amazon. Also there is more support for Google Shopping Ads, where brands can share budgets based on local retailers. This means shoppers can purchase directly from their search results using payment options stored in Google. It eliminates a step in shopping.

Will these ad innovations prevent Amazon from encroaching? Privacy? Regulators? Interesting questions.

Whitney Grace, June 14, 2019


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