A big thank you to PPC experts Susie Marino and Francine Rodriguez for working together on this recap!
Google Marketing Live: A Look Back
Let’s rewind to past Google Marketing Live events:
- 2019: Discovery Ads, Gallery Ads, and Max Conversion Value stole the show.
- 2020: We learned that even Google can’t escape a pandemic’s effects.
- 2021: Alicia Keys reminded us she prefers not to be marketed to. Jokes aside, this year’s event left many scratching their heads, feeling unsure about the key takeaways. We’ve spent time dissecting everything to present the information clearly, especially from a small business perspective. So, here’s our breakdown of Google Marketing LiveStream 2021—the 17 biggest announcements and what they truly mean for you. We’ll cover:
- Reporting accuracy
- Automation
- Local advertising
- Google Shopping
- Features out of beta We’ll provide concise summaries and detailed explanations, expert opinions, and even touch upon a recent announcement! Update! » Google Marketing Live 2022 Recap »
Top 8 Announcements from Google Live 2021: A Quick Glance
Before we delve into all 17 announcements, let’s quickly highlight the top eight: Game-Changers:
- Cross-network attribution reporting.
- Performance Max campaign reports.
- Shopify and Google joining forces. Worth Getting Excited About:
- Image extensions now in text ads.
- Black-owned attribute added to Google Shopping. Definitely Helpful:
- Improved reporting accuracy in Google Ads and Analytics.
- Price competitiveness report. Not So Great:
- The Customer Match threshold wasn’t truly lowered. With that out of the way, let’s dive into the details.
Navigating a Cookieless World: Reporting Updates
Tracking user behavior across devices has always been tricky, and now, with third-party cookies being phased out, getting accurate reports to measure and improve ad campaigns is harder than ever. Google announced three features to help advertisers obtain crucial data in a privacy-focused landscape.
1. Enhanced Conversions: More Accurate, Privacy-Conscious Reporting
In a Nutshell: This tracking feature uses hashed first-party data to provide more precise, yet privacy-friendly, reports. Deeper Dive: Third-party data previously enabled advertisers to both trace a user’s path to the ad that led them to the landing page (for accurate attribution) and monitor their actions after leaving that page (for remarketing). However, without cookies, each visit to your website or landing pages is considered a new session, even if the user has been there before and engaged in other conversion actions. Enhanced conversions change that. Your GTM tags send consented, but hashed, first-party data about your website visitors to Google. Google then matches this data to users in its first-party database and sends back aggregated and anonymous conversion information. This approach allows you to report on conversions and optimize campaigns effectively while respecting privacy and security regulations.
Brett McHale, founder of Empiric Marketing, LLC, is optimistic about this new reporting feature. “Anything that enhances the accuracy of conversion tracking is always welcome for advertisers, especially when trying to reconcile this data with their own first-party data. Enhanced Conversions will be particularly beneficial for advertisers collecting information like phone numbers, names, email addresses, or home addresses.”
2. Consent Mode: Simplified Tag Management for Cookie Preferences
In a Nutshell: Tags automatically adjust to a user’s cookie preferences, eliminating the need for intricate tag setups. Deeper Dive: Consent mode offers another avenue for obtaining more accurate conversion data securely and privately. With this feature, your global site tags or GTM tags will default to ‘denied’ for values like ‘ad_storage’ and ‘analytics_ storage’ unless explicitly permitted by the user through a detailed consent banner, similar to this:
If a user doesn’t provide consent, Google utilizes conversion modeling to fill in the missing information. Consent mode simplifies tag management and, according to Google, “recovers 70% of conversion journeys otherwise lost due to user consent choices.” In the same resource, Google outlines eligibility requirements for consent mode. Advertisers must:
- Have an advertising presence within the European Economic Area (EEA) or the UK.
- Implement the IAB Transparency & Consent Framework (TCF v2.0) on their website.
- Maintain a daily ad click threshold of 100 clicks per day for each country and domain grouping.
3. Google Analytics Behavioral Reporting Gets a Boost from Machine Learning
In a Nutshell: Machine learning will bridge the gaps in Google Analytics Behavior reports, providing better visibility into the customer journey. Deeper Dive: Google is employing machine learning to enhance both conversion tracking in Google Ads and behavioral reporting in Google Analytics. The absence of cookies will impact various metrics, including bounce rate, sessions, events, and more. Many marketers have resorted to creating custom tags in Google Tag Manager and separate dashboards to capture data that standard GA reporting misses. Google aims to address these gaps using machine learning and modeling techniques.
By leveraging modeling technology, Google hopes to minimize discrepancies in behavioral reporting within Analytics. Image source Expert Perspective: Despite this new feature, Gordon Donnelly, Senior SEO Manager at nexus-security, remains cautious about tracking and remarketing capabilities. “We’re already witnessing the consequences of advertising platform changes (like those on iOS). Users opting out of in-app tracking have affected conversion tracking and campaign optimization to varying degrees. In the near future, marketers’ ability to track and remarket using cookies could be significantly limited as users gain more control over their data at both the browser and website levels. We strongly advise implementing Google Analytics 4 as soon as possible. From an advertising standpoint, we can only hope that companies like Google and Facebook will continue to innovate their products, providing advertisers with the necessary targeting capabilities to run successful campaigns.”
Automation Takes Center Stage
Many recent Google announcements—the shift to responsive ads as the default, limitations in search terms reports, and the phasing out of modified broad match—have been interpreted by advertisers as steps toward increased automation. While not always welcomed, understanding and leveraging these changes to our advantage is crucial. Let’s explore two new automation-focused announcements.
4. tROAS Expands to Video Action and Discovery Campaigns
In a Nutshell: Value-based bidding is now available for Video action and Discovery campaigns. Deeper Dive: tROAS (target return on ad spend) lets you focus on goal-aligned metrics and calculate ROI even when dealing with multiple offerings at different price points. Currently, tROAS is globally available in beta for Discovery campaigns and fully launched for Video action campaigns.
(YouTube Video action campaigns are displayed across YouTube’s Home feed, watch pages, watch next feed, and through Google video partners. (Image source) Susie Marino, a PPC consultant and Content Marketing Specialist at nexus-security, has mixed feelings about this new feature. “It’s intriguing that Google is introducing tROAS for these campaign types, as it seems to contradict their previous stance on bid strategies for Search and Display campaigns. We know tROAS for Search and Display is now a legacy strategy, accessible only within Max Conversion Value (introduced during the 2019 Google Marketing Live). Furthermore, while Google encourages all account types to utilize this value-based bidding strategy, even with Discovery and Video action campaigns, I believe there’s still a long way to go to make it truly small business-friendly. Not all small businesses have the necessary infrastructure for a tROAS strategy to be effective, especially those offering services or products without fixed price points.”
5. Video Action Campaigns Replace TrueView for Action
In a Nutshell: By early 2022, TrueView for action campaigns will be upgraded to Video action campaigns, utilizing responsive ad groups and appearing across more Google properties. Deeper Dive: On June 11, Google announced that TrueView for action campaigns will eventually be replaced by Video action campaigns. Launched in June 2020, Video action campaigns are automated and run across various Google properties, including YouTube’s home feed, watch pages, watch next feed, and Google video partners. The key difference lies in their use of responsive ad groups instead of the standard ad groups used by TrueView for action campaigns. Here’s what you need to know:
- You can start creating Video action campaigns now (for Website Traffic, Sales, and Leads goals).
- From July 31, 2021, you’ll be able to convert existing Trueview for action campaigns into Video action campaigns.
- After September 30, 2021, creating new TrueView for action campaigns will no longer be possible.
- In early 2022, all remaining TrueView for action campaigns will be automatically transitioned to Video action campaigns.
(After September 30, 2021, the standard ad group option will no longer be available.)
6. Performance Max Campaigns: Increased Transparency in Reporting
In a Nutshell: Soon, you’ll have access to essential data for this new campaign type, including top-performing creations and their previews across each channel. Deeper Dive: Performance Max campaigns were introduced in October 2020. Like Smart campaigns (announced during Google Marketing Live 2018), these campaigns are automated. However, unlike Smart campaigns, you can create a single campaign to run across all Google platforms: Search, Display, Discover, Maps, Gmail, and YouTube. Reminder: While you can’t create new Gmail ads as of July 1, existing campaigns will continue to run! Creating Performance Max campaigns is similar to Responsive display ads—you provide the assets, and Google rotates them to find the best-performing combinations.
Image source Previously, there was no way to see how assets were performing or where they were appearing. Addressing this need for greater visibility, Google plans to introduce reports on top-performing creations, auction insights, trending search categories, and the ability to preview your best ads on each channel. Expert Perspective: Francine Rodriguez, Senior Manager of Customer Success at nexus-security (and one of PPC Hero’s 2019 Top 5 Rising Stars & 2020 Top 50 Most Influential PPC Experts), is enthusiastic about this upgrade. “This is a game-changer for anyone hesitant to try this campaign type due to limited performance insights. It’s no longer a black box; you can glean insights to apply to other distinct campaigns. Moreover, this change empowers SMBs hesitant to delve into paid search by providing an avenue to experiment and see how their business would perform across all of Google’s offerings. After trying Performance Max campaigns, they might be more inclined to invest time and resources in exploring specific campaign types.”
Local Advertising Gets a Boost
While free methods for improving your organic ranking on Google Maps are essential, there are also Google Maps advertising options to enhance your visibility further. The Google Marketing LiveStream included three new Maps ad types that businesses with physical locations can leverage.
7. Auto Suggest Ads: Appearing in Your Search Suggestions
When you begin typing a query in Google Maps, ads will now surface in those suggestions, showcasing nearby businesses that offer the product or service you’re looking for. These ads are discreetly marked with an “Ad” label.
(Image adapted from Google)
8. Navigational Ads: Guiding Users Along Their Route
These ads are displayed for businesses located along a user’s route. Google assures us that they are driver-friendly, but I’m sure I’d want to check out Bob’s Burgers before adding it as a stop on my trip.
9. Similar Places Ads: Helping Users Find Alternatives
If a user searches for a business that is closed—whether temporarily, permanently due to the pandemic, or simply outside of operating hours—these ads will recommend similar businesses nearby.
10. Local Inventory Ads Get New Attributes
While we’re navigating the post-COVID world, the curbside pickup option that gained popularity during the pandemic remains relevant. For businesses using local inventory ads, your available products will now display “Pick up today” or “Curbside” labels. The “Pickup later” label is currently in beta. Setting up local inventory ads requires a Merchant Center account, a Google My Business Locations account, and a Google Ads account.
Exciting Developments in Google Shopping
Francine Rodriguez believes the Google Shopping announcements are particularly impactful for small to medium-sized businesses. “This clearly indicates that ecommerce was a driving force in the paid search landscape in 2020,” says Rodriguez. “It’s crucial for small businesses to prioritize setting up their Google Merchant Center and understanding feeds just as much as they focus on PPC.”
11. Shopify Integration: Streamlining Product Visibility Across Google
In a Nutshell: Shopify users can now easily showcase their products across various Google platforms, including Maps, Images, Lens, and YouTube, with just a few clicks. Deeper Dive: Google and Shopify have strengthened their partnership to provide Shopify users with a more seamless experience in leveraging Google’s reach to display their products. While the exact rollout date is yet to be confirmed, what we know is that by using Shopify’s Google Channel directly within Shopify, it will be significantly easier for Shopify users to reach consumers beyond the traditional SERP shopping results, regardless of their Merchant Center setup in Google Ads. This new collaboration is being called the “Shopping Graph,” where online shoppers will have access to more information than ever before about products and where to find them across a wide array of Google products.
12. Black-Owned Attribute Tags in Shopping Ads: Promoting Inclusivity
In a Nutshell: Google Ads has introduced a new identity attribute within the Merchant Center specifically for black-owned and women-owned businesses. Deeper Dive: We’re accustomed to traditional product attributes in the shopping feed, such as product ID, title, and description. These details appear in the item’s shopping placement. Now, advertisers can navigate to the Business Information section of their Merchant Center and self-identify as a black-owned business. Doing so will include them in any black-owned shopping promotions Google runs across its platforms. Additionally, products from businesses that self-identify as black-owned will display a distinct sticker, allowing consumers to easily identify and support these businesses. This initiative aligns with the movement toward greater inclusivity in the marketing world and mirrors how women-owned businesses have been able to self-identify as such on Google My Business.
13. Price Competitiveness Report: Gaining an Edge in Google Merchant Center
In a Nutshell: Using an average price for products meeting “minimum thresholds for traffic and Retailer aggregation,” this new Google Merchant Center report allows sellers to see competitor pricing for the same products. Deeper Dive: Consider this the Google Shopping equivalent of Auction Insights, providing insights to help you stay ahead of the competition. Beyond adjusting prices based on this report, sellers can also gain insights into appropriate bidding strategies. If a top-performing product suddenly experiences a decline in ROAS or overall traction, this report can help you determine if competitors have become more aggressive. Expert Perspective: Susie Marino is particularly enthusiastic about this new report. “The price competitiveness report offers Google Shopping advertisers direct access to in-depth competitive data within Google Merchant Center for the first time. This long-awaited feature will make it easier for sellers to identify optimization opportunities. It will be fascinating to observe its impact on the ecommerce space, as we, as consumers, may start seeing price fluctuations based on how sellers respond to their reports.”
14. Shop Pay Extends to Google Products for Shopify Websites
In a Nutshell: Google Merchant Center advertisers with Shopify websites can now leverage Shop Pay across Google products, potentially boosting sales. Deeper Dive: Shop Pay is Shopify’s secure, fully electronic payment app that allows consumers to input their shopping details quickly and efficiently using a security code. This streamlined checkout experience makes it easier for shoppers to complete purchases, ultimately benefiting advertisers. Coupled with the “Shopping Graph” integration mentioned earlier, this addition enables shoppers to make purchases directly from Google products effortlessly. Even if you already utilize Shop Pay on your Shopify website, offering another purchase route through direct shopping placements across Google products can further increase sales.
Features Moving from Beta to Full Launch
Google shared positive news for two features within the Google Ads platform.
15. Cross-Network Attribution Reports: Unveiling the Bigger Picture
In a Nutshell: Display and YouTube ads finally join the attribution club! You can now see how they collaborate with Search campaigns to drive conversions. Deeper Dive: Attribution reports have long been valuable for advertisers, revealing how different Search campaign strategies work together to generate conversions, as the customer journey often extends beyond the last click. While Display and YouTube ads can play a significant role in the path to purchase, they’ve always been limited to last-click attribution—until now. Google announced that “YouTube and Google Display Network ad engagements are now integrated into the attribution reports and non-last-click attribution models,” including data-driven models. This holistic view provides insights into how all your Google ad types contribute to conversions.
16. Image Extensions in Text Ads: Enhancing Visual Appeal
In a Nutshell: The ad extension that allows images to appear dynamically beneath a search ad on the SERP is now a permanent feature, available to all accounts. Deeper Dive: While not entirely new, this extension has proven successful for many accounts, leading Google to make it a permanent fixture within the range of ad extensions available for Search ads. Image extensions complement and enhance text-only ads on the SERP, capturing the attention of your target audience. Beyond visual appeal, image extensions positively impact CTR and Quality Score.
(Image source)
A Cause for Disappointment: Unfulfilled Expectations
This year’s Google Marketing Live event was particularly perplexing, which is understandable given the transition to a cookieless world. However, the confusion surrounding Customer Match was disheartening.
17. Customer Match Threshold: A Lowered Bar with Limited Utility
In a Nutshell: Starting in fall 2021, accounts with lifetime spends below $50,000 will gain access to Customer Match, but with limitations that render it impractical for smaller businesses. Deeper Dive: Customer Match allows advertisers to upload first-party data, such as email addresses from subscription sign-ups or content downloads, and target those users across Search, Shopping, and YouTube networks. In a post published earlier on the event day, Google stated, “We’re now expanding the availability of Customer Match to nearly all advertisers to reach and re-engage customers across ad types.” However, the $50,000 spend threshold remains unchanged. The only difference is that accounts below this threshold (mainly small and medium-sized businesses) can use Customer Match in Observation Mode, without the ability to set bid adjustments or directly target users.
Instant Match Rates: For accounts meeting the $50,000 threshold, remember that as of April 2021, Google displays instant match rates for customer lists, providing immediate confirmation that your data was uploaded correctly.
Key Takeaways from Google Marketing LiveStream 2021
On a positive note, the 2021 Google Marketing LiveStream highlighted Google’s efforts to support marketers and advertisers in the following areas:
- Adaptability: The Insights page and the upcoming demand forecast page will empower advertisers to navigate rapid shifts in consumer behavior, which were prevalent during the pandemic and will likely continue with future global events.
- Inclusivity: The introduction of black-owned and women-owned attributes in shopping ads is a significant step toward a more inclusive advertising ecosystem. Additionally, the numerous Google Shopping enhancements are designed to help small businesses thrive in the competitive ecommerce landscape.
- Accuracy: Features like enhanced conversions, behavioral modeling, and other machine learning-driven tools demonstrate Google’s commitment to helping advertisers maximize their first-party data and access accurate reporting. These features, combined with the inclusion of YouTube and Display in attribution reports, provide advertisers with deeper insights into the customer journey for optimization and growth.
- Visibility: Performance Max campaigns, Video action campaigns, and the Shopify integration allow advertisers to reach audiences across multiple Google properties with a single campaign. Meanwhile, Google Maps ads enhance the visibility of physical businesses to consumers in real-time. Here’s a recap of the announcements we’ve covered:
- Enhanced conversions for improved Google Ads reporting.
- Consent mode for simplified tag setup.
- Behavioral modeling for enhanced Google Analytics reporting.
- tROAS now available for Video action and Discovery campaigns.
- Video action campaigns set to replace TrueView for action campaigns.
- Increased reporting transparency for Performance Max campaigns.
- Introduction of Google Maps auto suggest ads.
- New Google Maps navigational ads.
- Google Maps now displays similar business ads.
- New attributes added to local inventory ads.
- Integration of Shopify and Google platforms.
- Black-owned attribute tags introduced in shopping ads.
- New price competitiveness report available in Google Merchant Center.
- Shop Pay now accessible across Google products.
- YouTube and Display ads incorporated into attribution reports.
- Image extensions in text ads become a permanent feature.
- Customer Match threshold lowered, but with significant limitations.