In 2017, Google rolled out a number of new initiatives at their Google Marketing Next event. In 2018, this event is called Google Marketing Live, but once again we’re getting an inside look at what the internet giant has been up to for the past year.
In the weeks leading up to the Google Live event, the company announced some new branding initiatives, including a naming shift from AdWords to Ads, and the combining of the DoubleClick Ad Exchange and DoubleClick for Publishers into a single platform: Google Ad Manager.
On Tuesday, Google made more announcements around their advancement of machine learning, and how they will be applying this to the Google Ads platform.
What You Need to Know
As many of you know, search ads were one of Google’s first offerings, and new responsive search ads leverage machine learning to “be helpful and personalized” at scale. According to the company’s recent testing, this approach results in 15% more ad clicks, with the feature rolling out to all advertisers over the next several months.
In addition to these Responsive Search Ads, Google also announced the following enhancements revolving around machine learning during Tuesday’s session:
- Maximize lift for YouTube — Uses machine learning to optimize ad performance on YouTube by automatically adjusting bids.
- Local campaigns — Uses machine learning to help get more customers into physical stores by optimizing where ads appear across various Google platforms.
- Smart shopping campaigns — Uses machine learning to optimize campaigns based on criteria and goals selected by marketers.
What the Recent Update Means for the Hospitality Industry
Google has already made an impact, targeting hotels with their Hotel Ads feature, allowing properties to showcase their business on Google.com and Google Maps, across all devices.
