This year, Google Marketing Live was a resounding success! The event showcased impressive upcoming Google Ads features, each backed by intriguing and previously undisclosed statistics. The sheer volume of stats shared was so remarkable that we decided to create a dedicated blog post highlighting these impressive figures.
This post will explore five crucial statistics revealed during Google’s keynote address and delve into what these figures signify for the new and improved Google Ads. Let’s dive right in! Here are the top 5 remarkable (and incredibly insightful) statistics from Google Marketing Live 2018: Update! » Google Marketing Live 2022 Recap »
1. Searches for “___ to avoid” have surged by 150%.
A central theme of Google Marketing Live 2018 was the growing user demand for personalized experiences online. It’s no secret that search queries have become increasingly conversational and that people depend on their devices for information more than ever. However, Google’s Senior VP of Ads, Sridhar Ramaswamy, highlighted the extent of this research-oriented behavior: Searches for “___ to avoid” have skyrocketed by 150%, while searches for “is ___ worth it” have risen by 80%.
Sridhar Ramaswamy discussing search habits live on stage.
Not only are users investing significant time finding the best products and services to purchase, but they now employ a process of elimination to decide what not to buy. To illustrate, imagine browsing the Drama category on a streaming service, choosing a movie, and then continuing to browse the remaining options to ensure you’ve explored all possibilities. You’re no longer directly seeking the best movie but indirectly finding it by confirming that other options aren’t superior.
This new level of thoroughness and compulsion demands that advertisers pay increased attention to detail. With the introduction of machine learning-powered features like Smart Shopping and Smart Campaigns (more on these later), Google aims to provide advertisers with the tools they need to thrive in this evolving environment.
2. 91% of smartphone users made a purchase or intended to after encountering a relevant video ad.
The phrase “machine learning” might sound vague with repeated exposure, but at its core, it’s about comprehending and adapting to user intent. Matching user search intent involves more than providing the right keyword or bid; it’s about delivering relevant ads.
Just how significant is relevance? According to Nicky Rettke, Group Product Manager of Video Ads, it’s substantial: 91% of smartphone users either made a purchase or planned to after viewing a video ad they considered relevant. Moreover, they dedicate 3 times more attention to video ads deemed relevant.
Google’s answer to this increased demand for relevance? TrueView.
TrueView offers a three-pronged approach to YouTube video ads:
- TrueView for reach: Reach potential customers who have recently searched for your products or services online using CPM (Cost-per-thousand impressions) bidding.
- TrueView for action: Target potential customers who have recently searched for your products or services online using videos that prominently feature calls to action.
- Maximize Lift bidding: This new Smart Bidding strategy from Google automatically modifies bids during auctions to amplify the impact of your video ads.
TrueView provides a comprehensive solution for video advertising, ensuring relevance at every stage, from initial engagement to conversion.
3. 50% of consumers have abandoned an online purchase due to slow website loading times.
This insightful statistic comes from Anthony Chavez, Google Ads Product Management Director: 50% of consumers have abandoned an online purchase because the website took too long to load. Coincidentally, just before Marketing Live, Google announced the complete rollout of the Speed Update (launched in January), making mobile page speed a crucial ranking factor. It’s as if they were setting the stage to introduce a remarkable new feature…
Anthony Chavez, moments before dropping the MLPSS bombshell.
Introducing Mobile Landing Page Speed Score, or MLPSS for short (because it’s a mouthful!). MLPSS assigns a score to landing page speed on a ten-point scale ranging from “very slow” to “extremely fast” based on various elements. One of these factors is the correlation between page speed and potential conversion rate. This is a key differentiator between MLPSS and website speed measurement tools like PageSpeed Insights and Test My Site. Rather than assessing page speed in isolation, MLPSS considers potential ad performance alongside load speed.
Add to that the fact that MLPSS is integrated into the Google Ads interface and updated daily, and you have a powerful page speed measurement tool for advertisers.
4. Almost half of all small business owners in the US don’t have a website.
Google Ads can be complex. It’s no surprise that a significant number of small business owners outsource their paid search efforts to agencies, freelancers, and highly effective PPC software providers. But consider this: half of all small business owners in the United States don’t even have a website. It’s safe to assume that those within that 50% are unfamiliar with PPC campaigns and possibly even unaware of what PPC is.
For those unfamiliar with PPC, Google now offers Smart Campaigns. Smart Campaigns empower small business owners with machine learning, utilizing dynamic campaigns to launch search ads in a matter of minutes. And for those without websites, Google will soon introduce innovative and impressive “auto-optimized landing pages” within Smart Campaigns.
Kim Spalding, GM and Product Management Director of Small Business Ads, launching game-changing technology.
Auto-optimized landing pages are quite self-explanatory. Machine learning technology automatically extracts products and services from your Smart Campaigns’ search ads and populates dynamically generated landing pages. This feature presents a viable option for businesses looking to establish an online presence for their products without investing significant time and resources in building a sophisticated, product-focused website.
5. In any given 48-hour period, 80% of Americans are shopping online.
This statistic, shared by Philip McDonnell, Group Product Manager of Google Ads, might surprise some: in any given 48-hour period, 80% of Americans are shopping online. Considering that 96% of the population is currently employed, and a substantial amount of that time is likely spent at work… well, you get the picture. People are shopping, and they’re doing it a lot.
The good news is that with Google’s suite of new and improved Shopping features, advertisers can strategically position their products in highly convertible locations using increasingly conversion-focused bids. Similar to TrueView’s Maximize Lift bidding, the innovative Smart Shopping now also supports automated bidding, automatically adjusting your bids to achieve your desired results. Speaking of desired results, Shopping now accommodates two new objectives: store visits and acquiring new customers.
That’s a significant amount of automation… just kidding! Smart Shopping takes it a step further by automating ad placement across millions of apps and websites. It strategically positions your ads where they are most likely to perform well, making intelligent adjustments along the way.
Statistics: Exciting, but Don’t Get Carried Away
Statistics are exciting! They’re tangible, reliable, and grounded in data.
However, while it’s understandable to be enthusiastic about the latest Google Ads features, it’s essential to approach them with a degree of caution. Machine learning offers tremendous potential, particularly in its capacity to streamline workflows and deliver more personalized ad experiences. Nevertheless, these are ultimately machine-driven systems. Relinquishing excessive campaign control in favor of “smart” solutions and convenience can lead to overlooking the finer nuances of both your business and ad creation. These nuances often hold the key to achieving genuinely low CPAs.
Happy experimenting!
More Google Marketing Live content:
- Google Marketing Livestream 2021: What You Really Need to Know
- 9 Massive Changes Coming to Google Ads #GoogleMarketingLive 2019
- Mind-Blowing Statistics from Google Marketing Live 2018
- 11 Changes & New Features Coming to AdWords: What You Need to Know (2017 GML)