Duncan McGrath’s Post

Happy Tuesday, guys! Today was Google's Marketing Live event! Did you attend? No sweat if you didn't! We got you covered with our Top Takeaways from the presentation today! 1. Google's Massive Reach: With 2 billion users on its core products and 500 million users across other Google products, Google's influence is vast. 2. AI Dominance: Google boldly embraces the AI era, recognizing that human curiosity knows no bounds. They've heavily invested in AI, with Gemini, their AI model, now powering Google Search. It's important to note that while AI is a powerful tool, it's not a marketer itself. The real value lies in combining AI with human creativity, strategic insights, and expertise. 3. Search Trends: Search is evolving. Trends include searches for exactly what users want, simplifying complex searches, and searches beyond words. Visual searches via Lens are skyrocketing, with half showing commercial intent. Ads are now integrated into visual search results, particularly in Lens searches. 4. Circle to Search: A new feature allowing custom, AI-generated pages based on user preferences. Google is making search easier and faster, with an emphasis on user experience. 5. Ads and User Experience: Google acknowledges ads as integral to user experience. YouTube reigns as the top streaming platform, with 1 billion hours of CTV consumed and 70 billion views of Shorts. Dynamic Ads are introduced to enhance the search experience, focusing on user engagement rather than just providing answers. 6. Generative AI: Google promotes content creation with generative AI, enhancing quality and quantity through tools like Veo, Music, and AI Sandbox. 7. Google AI in Action: Over 30 new products and features, showcased by 200+ global product leaders and backed by 20+ brand ad agencies and case studies. New AI Overview provides insights at the top of the fold, making it easier and faster to understand campaign performance. Pairing Search with Performance Max leads to 27% more conversions through features like Broach Match and Smart Bidding. Google AI Profit Optimization allows linking campaigns to primary goals for better performance. Google's commitment to innovation and user-centric advertising, vital for staying ahead in today's digital landscape. Comment Below Your Thoughts About Today's Changing Landscape and these New Feature Rollouts by Google. 🍓 #google #marketing #advertising #digitaladvertising #keytakeaways #adagency #marketingagency #aiagency #googlemarketinglive

🚀 Exciting News Alert! 🚀 Google has once again stepped up its game! Introducing the all-new 'Accelerate with Google' resource hub - a one-stop solution designed exclusively for advertisers. 🎯 This innovative platform promises to equip advertisers with all the necessary tools, insights, and resources to take their marketing strategies to new heights. 💡 Imagine having a wealth of knowledge and resources at your fingertips, all tailored to help you create compelling, effective ad campaigns that reach your target audience more efficiently. Sounds like a dream, right? Well, with 'Accelerate with Google', it's now a reality! 🌐 Let's leverage this opportunity to stay ahead of the curve, maximize our ad performance, and drive impactful results. 💪 Stay tuned for more updates on this game-changing tool. Google is ready to accelerate your success, are you? 🚀 #Google #Advertising #MarketingStrategy #AccelerateWithGoogle

The way users search is evolving rapidly. It's crucial to meet consumers where they're searching. ＡＩ is transforming marketing, and accelerating your efforts is essential to stay competitive. I had the opportunity to attend Google's #AccelerateProgram event at their offices here in Milan. Here are some key takeaways I've learned: • 𝗕𝗿𝗼𝗮𝗱 𝗠𝗮𝘁𝗰𝗵 𝗮𝗻𝗱 𝗣𝗠𝗮𝘅: Already testing and seeing increased conversions? You're ahead of the game. 📈 • 𝗩𝗮𝗹𝘂𝗲-𝗕𝗮𝘀𝗲𝗱 𝗕𝗶𝗱𝗱𝗶𝗻𝗴: Focus on the conversions that matter most to your business. 🎯 • 𝗔𝗜-𝗣𝗼𝘄𝗲𝗿𝗲𝗱 𝗩𝗶𝗱𝗲𝗼 𝗖𝗮𝗺𝗽𝗮𝗶𝗴𝗻𝘀: Engage with your audience on YouTube like never before to grow your demand. 🎥 A huge thank you to Vittoria Tenaglia - (She/Her) for the invite and to all Google speakers for the great session! #GoogleAI #Gemini #GoogleAds

Google Ads Performance Max campaigns utilise Google's AI to streamline ad management across all Google platforms, ensuring efficient budget allocation and maximising ad performance. With high-quality assets and clear objectives, these campaigns optimize bids and placements in real-time. Benefits include cross-platform reach, simplified management, and adaptive strategies responsive to market trends. Read More: https://lnkd.in/gvnVSh27 #digitalmarketing #googleads #performancemaxcampaigns

Our adoption of Performance Max campaigns has demonstrated remarkable results, In one campaign we have achieved an impressive 828 clicks from just 3,183 impressions, achieved a click-through rate (CTR) of 26.01%, significantly higher than the CTRs of our search campaigns, which ranged from 16.07% to 17.57%. Furthermore, the average cost-per-click (CPC) for this campaign was only £0.18, making it exceptionally cost-effective. We were able to drive a substantial number of conversions (61.81), with a remarkably low cost per conversion of just £2.47. This approach has proven to drive conversions at a fraction of the cost compared to traditional search strategies. #digitalmarketing #googleads #performancemaxcampaigns

Google Marketing Live 2024 was one of the craziest ones yet. As expected, there are A LOT of major changes and updates coming to Google Ads in the second half of 2024. Here are some of the updates to the platform functionality that caught my attention the most: 👉 Profit optimization is a new bid strategy that will be rolling out to select campaign types this year. Optimizing toward actual profit is an amazing tool that will surely help a lot of eCommerce stores. 👉 They are bringing more detailed reporting to PMAX campaigns....thank god! Many of us marketers have been frustrated about PMAX being unmeasurable and uncontrollable. This is Google acknowledging our outcry around this issue. 👉 New creative asset generation capabilities using Ai image creators, photo editors and video editing are going to be added so that we can create and customize ads rapidly using Ai. 👉 There are +30 updates to the platform coming in the next 6-9 months alone. This is quite possibly the fastest rate of change in Google Ads ever. 👉 The way ads are displayed is changing quite a bit as Google updates and adapts its search experience to meet the demands of a world using Generative Ai search tools. Here is the Youtube link for anybody who wants to watch this year's keynote: https://lnkd.in/gv5Uqwje #GML2024 #googleads #adwords #googleadsagency

𝐏𝐞𝐫𝐟𝐨𝐫𝐦𝐚𝐧𝐜𝐞 𝐌𝐀𝐗 + 𝐀𝐈 𝐞𝐱𝐜𝐢𝐭𝐢𝐧𝐠 𝐧𝐞𝐰𝐬! Google just announced a major upgrade to their Performance Max capability at Google Marketing Live 2024, and it's a game-changer for creative asset production. 𝐈𝐧𝐭𝐫𝐨𝐝𝐮𝐜𝐢𝐧𝐠 𝐀𝐈-𝐏𝐨𝐰𝐞𝐫𝐞𝐝 𝐂𝐫𝐞𝐚𝐭𝐢𝐯𝐞 𝐓𝐨𝐨𝐥𝐬 This new update introduces a suite of AI-powered tools designed to accelerate creative production speeds. It's now easier than ever to create high-quality, engaging assets for PMax campaigns across all marketing channels. 𝐊𝐞𝐲 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐬: 🤖 𝐆𝐞𝐧𝐞𝐫𝐚𝐭𝐢𝐯𝐞 𝐀𝐈 𝐂𝐚𝐩𝐚𝐛𝐢𝐥𝐢𝐭𝐢𝐞𝐬: Quickly generate creative assets that resonate with your target audience. 🤖𝐁𝐫𝐚𝐧𝐝 𝐂𝐮𝐬𝐭𝐨𝐦𝐢𝐳𝐚𝐭𝐢𝐨𝐧: Incorporate your brand's unique fonts, colors, and imagery to maintain consistency across all assets. 🤖𝐈𝐦𝐚𝐠𝐞 𝐄𝐝𝐢𝐭𝐢𝐧𝐠: Easily edit and enhance images with features like object addition, background extension, and optimization. 🤖𝐑𝐞𝐭𝐚𝐢𝐥-𝐒𝐩𝐞𝐜𝐢𝐟𝐢𝐜 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐬: Retailers can automatically showcase product feeds in AI-generated creative assets. 🤖𝐄𝐧𝐡𝐚𝐧𝐜𝐞𝐝 𝐑𝐞𝐩𝐨𝐫𝐭𝐢𝐧𝐠 𝐚𝐧𝐝 𝐂𝐨𝐧𝐭𝐫𝐨𝐥: Gain deeper insights into asset performance with placement reporting and exclusions for YouTube videos, as well as asset-level conversion metrics. This upgrade significantly streamlines the creative process for PMax advertisers, allowing you to focus on strategy and optimization. It's a major step forward in making AI-powered tools accessible and practical for marketers of all levels. #marketingscience

🚀 Maximize Your Performance on Search with the Latest Updates to Query Matching! 🚀 Google is constantly innovating with AI to enhance how Search works for you. The latest updates are designed to help you reach your customers more effectively, regardless of how they search. Over the past six months, AI-driven improvements in quality, relevance, and language understanding have boosted broad match performance by 10% for advertisers using Smart Bidding. Here’s a closer look at the four new updates we’re launching to make query matching and brand controls even better: 1️⃣ Easier Brand Traffic Management Your brand campaigns are vital. That’s why google introduced brand restrictions (now called brand inclusions) and brand exclusions in Performance Max. We're expanding these controls with: Brand Inclusions Recommendation in Broad Match: Identify and act on opportunities directly from your Recommendations page. Brand Exclusions Across All Match Types and Dynamic Search Ads (DSA): Choose which brands to exclude across all formats, helping you block unwanted traffic, including misspellings. Example: Citroën saw a 50% increase in conversions at a 35% lower cost per lead by using broad match with brand inclusions. 2️⃣ Greater Visibility in the Search Terms Report Misspelled queries are now reported with their correctly spelled counterparts. This change means that, on average, 9% of search terms previously under “Other” are now visible, giving you clearer insights and better control. 3️⃣ Simplified Negative Keywords You can now exclude all variations of a keyword with just one negative keyword. For example, excluding “YouTube” now blocks all 1.5 million misspelled variations. 4️⃣ Optimized Performance and Relevance With more visibility and control over your traffic, you can fine-tune your strategies to optimize performance, improve relevance, and drive better outcomes. 💡 Learn More and Start Implementing These Updates Today! #GoogleAds #AIPowered #SearchUpdates #DigitalMarketing #AdTech #BrandManagement #BroadMatch #SmartBidding

🚀 Exciting Updates from Google Marketing Live 2024! 🚀 Great to spend some time with Google in Dublin hearing about the latest innovations they are putting in place to improve marketing tools for users and customers. Here are the key highlights we've put together: 1. AI-Powered Search Ads: Google is integrating ads directly into AI search overviews, creating a seamless and relevant advertising experience. This means your ads will be more contextually matched to users’ queries, enhancing engagement and conversion rates. 2. Shopping Ads in Visual Search: With the new visual search capabilities, shoppers can now find products by simply pointing their phone’s camera or circling items on their screens. This innovative approach makes it easier for consumers to discover and purchase products in real-time. 3. Enhanced Performance Max: Google has introduced improvements in image generation and creative tools for Performance Max campaigns. These upgrades will help advertisers create more effective and visually appealing ads tailored to their brand’s style. 4. Demand Generation Enhancements: Google has made significant improvements to lookalike segments and introduced new features for Demand Gen campaigns, allowing marketers to find and engage new, high-value audiences more efficiently. 5. YouTube Shopping Features: New engaging ad formats like 3D spins, video highlights, and virtual try-ons are now available on YouTube. These features aim to create a more immersive shopping experience, helping consumers make informed purchase decisions. 6. AI Essentials in Optimisation: Google’s AI Essentials in optimisation score and recommendations are now more powerful, providing actionable insights that help advertisers enhance their campaign performance with minimal effort. 7. Google Ads Data Manager: This tool simplifies the connection and use of first-party data across Google’s advertising solutions, making it easier for marketers to generate incremental revenue from their ad placements. 8. Merchant Center Next: Retailers can now use natural language to generate reports and insights in Merchant Center Next, making data-driven decision-making faster and more accessible. 9. New Creative Tools in Product Studio: Google’s Product Studio now includes features to generate videos from static images, creating high-quality, brand-consistent visuals that attract customers across various marketing channels. --------- Thanks Sam Craggs for showing us round Dublin and thanks to the Google team for organising such a great event - looking forward to the next one! #GoogleMarketingLive #DigitalMarketing #AI #Advertising #Innovation #MarketingTrends

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