Google accelerates machine learning into ad tools

BY LEAH WILLIAMS
Posted on JUL 29, 2019

Google Inc. will offer more machine-learning products to help advertisers create personalized search ads, boost shopping, and local campaigns.

Google Inc. unveiled new machine learning products Tuesday at its Google Marketing Live show, including the greatest changes to how search ads are made.

Rather than manually developing, testing, and optimizing text ads for search, Responsive search ads will use machine learning to immediately determine the best-performing combination among 15 headlines and four description lines supplied by the advertiser.
Google reports that it will continuously optimize based on what appears to be most relevant to the user.

The company's Maximize lift product offers a bidding strategy to marketers who want to drive higher brand lift on YouTube instead of other KPIs, such as conversions or view-through rate. With an assist from machine learning, Maximize lift tweaks marketers' video-ad bids in real time to improve lift in awareness, ad recall, consideration, and favorability.

Google also supports marketers use machine learning to increase store visits. Google previously offered local ad formats, but now Local campaigns apply machine learning to a business's location and creative to enhance ads to drive customers into stores.

Marketers using Google's Smart Shopping campaigns, which was introduced in early 2018, will now be able to also use the tool to optimize for two additional business goals: store visits and new customers. Within a few weeks, marketers will be able to create and manage Smart Shopping campaigns directly from Shopify.

Cross-device reporting and remarketing in Google Analytics reports will combine data from users who visit a site multiple times using different devices so businesses can get a consolidated look at how users behave on their sites, regardless of the device they're using. Reports will only display aggregated data from users who have agreed to share it; individual user data will not be shared.

Hotel campaigns will allow travel and hotel advertisers to use machine learning to maximize bookings.

Google Measurement Partners new program has 23 new and existing partnerships across areas such as viewability, brand lift, and brand safety.

Partners include Integral Ad Science and Double Verify for viewability, verification and brand safety, and Nielsen and IRI for sales lift and marketing-mix modeling