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Google Announces New Ad Tools at Marketing Live, Including New Options for YouTube Shorts Promotions

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Google has announced a range of new ad tools at its Google Marketing Live event, including new opportunities to advertise within YouTube Shorts, new layouts for Responsive Display Ads, improved analytics, new ad testing options, and more.

First off, on YouTube Shorts, which has seen massive growth in interest over the past 12 months. To help marketers tap into Shorts, Google’s integrating Shorts placement into its ‘Video Action and App campaigns’, which will enable brands to connect product feeds into their Shorts promotions.

That will make Shorts promos much more shoppable, by providing direct product links directly in-stream.

The same could eventually be incorporated into regular Shorts clips, enabling creators to better monetize their content. That’s not available as yet, but the new display could be a valuable offering for brands, with Shorts now driving more than 30 billion daily views.

Google’s also adding new video options into its Discover feeds.

Discover is where people scroll through their favorite personalized content for ideas and inspiration. We’re exploring ways to help you bring short video assets to Google’s feeds so you can offer more compelling and engaging ad experiences.

Google Discover

Discover is a lesser-used personalization element within the Google app, but the new video ad options could help to connect with users specifically interested in certain topics and trends.

Google’s also updating its Display & Video 360 ad options, with advertisers soon set to be able to add Connected TV campaigns to reach affinityin-market, and demographic audiences across YouTube and other ad-supported connected TV apps.

Google’s also updating its Performance Max campaigns, with A/B testing, 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 Peformance Max data

Performance Max campaigns enable advertisers to effectively extend their Search ad efforts, by enabling Google’s system to showcase your promotions across more surfaces.

Google’s also adding new search data to its ad insights page to improve contextual understanding and targeting. 

“Based on the billions of searches we see every day and the millions of signals we analyze for every ad auction, we’re introducing three new reports that will roll out worldwide over the coming months.”

The three new reports are:

  • Attribution insights show how your ads work together across Google surfaces — like Search, Display and YouTube — to drive conversions.
  • Budget insights find new opportunities for budget optimization and show how your spend is pacing against your budget goals.
  • Audience insights for first-party data show how your customer segments, like those created with Customer Match, are driving campaign performance. 
Google Ads analytics

Google’s also rolling out automatically created assets for responsive search ads, which will automatically create assets for your campaigns 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.”

On another front, Google’s rolling out some new, mobile-first formats for its responsive display ads, which will provide additional options for displaying your offerings in full-screen.

Google Display ads

Google’s also bringing its optimization score to more campaigns, while it’s also bringing Conversion Lift Testing to Display & Video 360 campaigns.

Google has also announced that it will begin worldwide testing of its more privacy-focused ad targeting tools later this year, including interest-based advertising in Google Ads and Display & Video 360.

As part of its gradual evolution to phase out third-party cookie tracking, Google announced its shift to topic-based targeting back in January, which will eventually enable advertisers to reach users based on search interest, as opposed to individual activity. Interest-based targeting is another aspect of this push, as Google moves away from more identifiable data traits.  

Finally, Google’s also previewed its coming Ad Control Center, which it initially announced at its I/O Summit earlier this month.

Google Ad Control Center

There are some interesting additions here, leaning into the rising popularity of video, while also providing new opportunities for product showcase and analytics.

The biggest addition, however, will likely be the new Shorts display options, providing new ways to connect with the rapidly growing Shorts audience. It’s amazing to see short-form video become the hugely influential element that it’s grown into, led by the rise of TikTok, but with that now being the case, it’s important for brands to consider their options, and look for ways to tap into these options to maximize appeal and resonance.

You can read more about Google’s latest ad updates here or check out the sessions from Google Marketing Live here (with sign-up).

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17 Content Options for Each Stage of the Sales Journey [Infographic]

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17 Content Options for Each Stage of the Sales Journey [Infographic]

Looking to formulate a better content strategy for 2023?

This will help – the team from Orbit Media has put together a listing of 17 content formats, and where they fit within the sales funnel which could provide some inspiration for your planning.

There are some good pointers here, with specific approaches that you can take at each stage of the journey.

Check out the full listing below – while you can read more on the Orbit Media website.

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Meta Soars by Most in Decade, Adding $100 Billion in Value

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Meta Soars by Most in Decade, Adding $100 Billion in Value

Correction: February 2, 2023 This article has been revised to reflect the following correction: An earlier version of this article misstated how much Meta expected to spend on its deal with the virtual reality start-up Within. It is $400 million, not $400 billion. Meta’s stock surged on Thursday …

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Twitter’s Cancelling Free Access to its API, Which Will Shut Down Hundreds of Apps

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Twitter’s Cancelling Free Access to its API, Which Will Shut Down Hundreds of Apps

Well, this is certainly problematic.

Twitter has announced that, as of February 9th, it’s cutting off free access to its API, which is the access point that many, many apps, bot accounts, and other tools use to function.

That means that a heap of Twitter analytics apps, management tools, schedulers, automated updates – a range of key info and insight options will soon cease to function. Which seems like the sort of thing that, if you were Twitter, you’d want to keep on your app.

But that’s not really how Twitter 2.0 is looking to operate – in a bid to rake in as much revenue as absolutely possible, in any way that it can, Twitter will now look to charge all of these apps and tools. But most, I’d hazard a guess, will simply cease to function.

The bigger business apps already pay for full API access – your Hootsuite’s and your Sprout Social’s – so they’ll likely be unaffected. But it could stop them from offering free plans, which would have a big impact on their business models.

The announcement follows Twitter’s recent API change which cut off a heap of Twitter posting tools, in order, seemingly, to stop users accessing the platform through a third-party UI. 

Now, even more Twitter tools will go extinct, a broad spread of apps and functions that contribute to the real-time ecosystem that Twitter has become. Their loss, if that’s what happens, will have big impacts on overall Twitter activity.

On the other hand, some will see this as another element in Twitter’s crackdown on bots, which Twitter chief Elon Musk has made a personal mission to eradicate. Musk has taken some drastic measures to kill off bots, some of which are having an impact, but Musk himself has also admitted that such efforts are reducing overall platform engagement

This, too, could be a killer in this respect

It’ll also open the door to Twitter competitors, as many automated update apps will switch to other platforms. This relates to things like updates on downtime from video games, weather apps, and more. There are also tools like GIF generators and auto responders – there’s a range of tools that could now look for a new home on Mastodon, or some other Twitter replicant. 

In this respect, it seems like a flawed move, which is also largely ignorant of how the developer community has facilitated Twitter’s growth. 

But Elon and Co. are going to do things their own way, whether outside commentators agree or not – and maybe this is actually a path to gaining new Twitter data customers, and boosting the company’s income. 

But I doubt it.

If there are any third-party Twitter apps that you use, it’ll be worth checking in to see if they’re impacted before next week.



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