Google Expands Search Value of Visuals

Clearly, every digital marketer aims to create ad campaigns to be visible, actionable and memorable. 

• Visible … to ensure Page One status in Google Searches; 
• Actionable … to make it easy for site visitors to do business with you; and 
• Memorable … for that moment when a buying decision or referral opportunity surfaces. 

Third Marble delivers all the above for our clients! 

Advanced Briefing for Google Partners Only 

As a preferred Google Partner, TMM is honored to have been invited … along with marketers from around the world ... to Google Marketing Live 2022. Our reward for attending … a privileged advance peek of the latest best practices to drive results today and build resilience for tomorrow. 

In this article we’ll share with you, our valued readers, the latest info about Google Ads and Commerce innovations that drive positive business outcomes. As a Google Partner, TMM clients … existing and new … will automatically benefit as we implement the latest state-of-the-art Google additions. 

Video Ads Sharing - Google & YouTube: In place now, TMM client video action and app campaigns will be featured globally on YouTube Shorts … offering automatic exposure to expanded markets and making your video ads increasingly shoppable. 

Product Feeds On Video Action Campaigns: Later this year, YouTube Shorts will feature your products with video ads in Discover satisfying website visitors with their favorite personalized content for ideas and inspiration. The intent is for you to offer more compelling and engaging ad experiences. 

Driving Business Results With Automation: Last year Google launched Performance Max to deliver superior results across Google’s ad channels and inventory. Participating advertisers enjoy a year-over-year 13% increase in conversions with no corresponding increase in cost. 

Attribution Insights Show How Your Ads Work Together to Deliver Results: Later in 2022, Google will roll out a system that will display the best-performing combination of automatically created assets, and the assets you provide, to make your ads more relevant. 

New Mobile-First Layouts For Responsive Display Ads: In place now, advertisers can use the new account-level Asset Library to store and curate all their digital creative assets. That improvement will then be further enhanced by the ability to create video ads using YouTube-optimized templates. 

Search and Conversion Lift Tests: Search Lift tests will enable measuring the impact of your YouTube campaigns In driving organic searches on both Google and YouTube. Conversion Lift tests measure incremental conversions based on users and geography. Together, these tests help you understand the business impact of your ads. 

Putting People in Control of Their Privacy and Online Experience: Google will begin worldwide testing of interest-based advertising later this year. The objective is to allow people to pick the types of ads they prefer to see and how their data helps in ad development. The result is anticipated to be more confidence and trust in advertising on the part of prospects and customers … coupled with data that helps ensure you are addressing the preferences of a relevant, engaged audience. 

Importance of images: Google is already shifting to make all ads more visual whether they be search/text, display, or shopping promotions. As a Google Partner, TMM was privy to test a beta version of image extensions. Image extensions allow advertisers to upload rich, relevant visuals to complement their existing text ads. The net result is to drive performance for advertisers, with compelling visuals of products or services that enhance the message of their text ads. Potential customers will be shown the following whenever your image extension appears on the Google search results page … all to enhance the value of the underlying ad content. 

• Your headlines 
  
• Your descriptions
  
• Your URL 
  
• Your image 
  

In anticipation of the current and future value of visuals to keep your ad campaigns visible, actionable and memorable ... TMM urges small businesses to invest in professional photos or buy stock images that permit use in advertising. Taking this step now will keep your ads relevant for the continuing evolution of Google Ads. Here’s a link to image provider resources. 

Conclusions 

Clearly, there is much that Google has initiated, and will continue to launch, enhancements that improve the quality and outcomes of Google Ads for online-marketers. The key is to be at the tip of the learning curve as these improvements are rolled out. TMM, as a Google Partner is privileged to current and anticipated refinements. That means we can keep your digital marketing on the cutting edge of conversion success.