Google Marketing Livestream 2021: Highlights

Finally, Google is back with their annual Google Marketing Livestream Meet. The meeting was held on 27^th May 2021. Due to the COVID pandemic, the event is entirely virtual this year just like 2020 and is also streamed online so that everyone can watch it.

This was a 1 hour and 30 minutes event if you missed it. So, Not TO Worry. Luckily, we are here with all the important highlights from the event.

The Main 2021 Themes

Like every year Google’s 2021 marketing event comes with a theme that they focus on. In this year there were three key themes:

1. Privacy and measurement in the future without cookies
2. The growing role of automation in the Google Ad Platform
3. Future of commerce

PRIVACY AND PERFORMANCE- By Jerry Dischler, VP of Google Ads

Performance Max Campaigns

This is the new type of campaign which allows advertisers to buy all types of ads from a single campaign (e.g. YouTube, display, Gmail & maps), and it can use customer data to enhance performance.

This new performance max campaign helps to maximize performance in three following main ways.

1. Across all Google’s ad inventory it helps to find more converting customers.
2. It moves to the best performance against your goals
3. It delivers a rich vision of automation

Performance max campaigns are currently in BETA but it was announced in the event that they are being grown globally to the selected advertisers. The full official release is expected this year.

Prioritizing Internet Privacy

Users always value their privacy more than anything and Google is finally discarding 3rd party tracking cookies.

In response to the removal of 3rd party cookies, Google is investing heavily in advanced anonymization and machine learning. Technology such as Chrome privacy sandbox will replace 3rd party cookies on all of their platforms.

THE FUTURE WITHOUT COOKIES- By Vidhya Srinivasan, VP of Analytics and Measurement

Preserving the Future of Measurement

Google is investing highly in its analytics platforms. Transitioning from cookies to cookie-less measurement, Google suggests the following techniques:

1. On first-party data, build your measurement strategy
2. Enable customer to make choices about their data
3. Fill in gaps with defined data

She also introduced a new process to evaluate conversions even when cookies are not available. This type of conversion design helps close gaps in data when users don’t allow tracking. Sooner or later this concludes in better insights and it can be used to make marketing decisions. Privacy and consent becoming a crucial element of the future while filling in the data gaps with representations are going to be a key for marketing insights.

New Advertiser Experience

To help advertisers for the cookie-less world, Google is going to release a new advertiser experience in Google Analytics. Using modeling based on machine learning, this section allows advertisers to get the most of our data even when cookies are not available. The new reporting section will help to track user’s behavior across multiple devices and data points. Google will also be integrating YouTube and display touch-points into attribution modeling reports.

FUTURE OF COMMERCE- By Bill Ready, President of Commerce Payments

Shopify Integration

Google announced its integration with Shopify - An online e-commerce platform used by millions of stores all over the world.

This integration allows the websites and stores not only to get product inventory discovered on Google’s shopping ad network but also to enable stores to use Shop-Pay. They claim Shop-Pay will be one of the quickest check-out solutions in the market which is available on products bought from Shopify merchants through Google.

Local Inventory Ads

Matching buyers to the right product! To meet the shopper’s needs a careful selection and tailored experience are required. Many times you found the perfect product and then you just realize it’s out of stock?

According to Google, searches for local businesses have increased year on year by over 85%. In addition to this, searches for “in stock” have also increased globally by over 800%. Putting these two trends together, Google has come up with their new “local inventory ads” campaign.

Now, this new campaign type allows local advertisers to highlight in-store products via in-store pickup, door-step pickup, or pick up later.

CONCLUSION

In Google Marketing Livestream, it was announced 3 major areas to focus on and to prepare for the future. So, these are Privacy and Measurement, Automation, Future of commerce. Here they introduced new campaigns, discussed how they working on the Google analytics platform. They announced their integration with Shopify.