Changes on Google Ads this year
On 20 October, Google announced important updates to the products showcased at the occasion of the Google Marketing Live earlier this year. They presented new features regarding ads and e-commerce. Check out the major ads below for Performance Max campaigns on Google Ads, for shopping on Google Search, and for ads on YouTube Shorts.
1. Improvements for Performance Max campaigns
Google continues to bring Performance Max campaigns, available since November 2021, to the forefront. The firm unveils several new features to offer marketers better results through automation and insights.
2. 3D and augmented reality shopping experiences
In the United States it is possible to display 3D models of products on Google Search thanks to augmented reality (AR). As you can see below, a user will be able to virtually place an armchair in his living room to better project himself.
3. Ads on YouTube Shorts
Here's a key number to note: there are now an average of 30 billion daily views on YouTube Shorts. To help advertisers gain visibility, video campaigns for action and app campaigns are starting to roll out gradually on YouTube Shorts.
4. Personalized ads for users
Google launches ads according to users' choice. This space aims to allow users to have control over the ads that appear within Google products (on the search engine, YouTube, Discover, etc.). For example, it is now possible to customize the ads that appear, block ads that concern sensitive topics, or check the information used to serve you ads. The "My Ad Preferences" tool is being rolled out worldwide.
How to set your advertising preferences?
Access the "My advertising preferences" menu. To set up your ad preferences, the first step is to access the "My Ad Preferences" area. You can view this tab from ads on the search engine, YouTube or even Discover, by clicking on the three vertical dots that appear near the ad.
We Are Social highlighted on its last report 7 most important reasons why users use AdBlockers.
© We Are Social / Hootsuite
Configure your ad serving preferences
From the "My ad preferences" tab, you can perform several actions
1. Favor themes and brands to display by clicking on an ad, you now have the option to ask Google to display more ads on the theme (sales, gift ideas, etc.) or brand in question (see GIF above). On the contrary, you can also ask Google to display less ads of this type.
2. Disable ad personalization: It is possible to completely disable ad personalization based on your interests. Of course, you will still see ads, but they will be more general (and perhaps less relevant). Note that if you turn off ad personalization, this choice applies across all Google products, and on all devices that are signed into your Google Account.
3. Define sensitive topics: identify sensitive topics (alcohol, dating, weight loss, betting, parenting...), to block the display of ads related to these topics. To do this, in the "My advertising preferences" tab, click on "Customize ads" and select the topics to be hidden. View information used by advertisers: You can view the interests and types of activity that are automatically identified when you browse (and used for ad personalization) and disable them. You can also disable the use of YouTube history for ad personalization.
Also the new advertiser pages allow any Internet user to access the advertising history of advertisers, and to see the ads that were shown during the previous 30 days.
What does this mean for advertisers ?
Advertising preferences will allow marketers to optimize their advertising campaigns by adapting to the expectations of consumers who are interested in the company.
Thanks to this tool, your campaigns will gain in efficiency since the conversion rate will be much higher.
This will allow you to have precise information on the expectations of people sensitive to your industry, which will allow you to adapt your next campaigns to the target.