Google Marketing Live 2022 Americas場重點整理
Google Marketing Live 2022揭示咗automation、privacy-safe measurement同commerce嘅重大轉變——以下係會影響你ad strategy嘅最大更新。
呢篇文章寫於2022年，部分內容可能已經有變化。
Hi there，
Google Marketing Live (GML) 呢個星期舉行咗，我想趁記憶仲新鮮嘅時候寫低重點。做咗18年advertising，GML係我每年都真正期待嘅event之一——基本上係做Google Ads嘅人嘅Super Bowl :D
唔熟悉嘅朋友講下，GML係Google每年最大嘅advertising event，佢哋會announce新產品同更新畀advertisers、agencies同partners。佢跟住Google I/O之後（I/O涵蓋更廣泛嘅Google產品改進）。鑑於advertising仍然貢獻Google大約**80%**嘅收入（上季$68B入面大約$54B），你可以想像佢哋喺呢個event投入幾多effort。
你可以喺呢度睇keynote同sessions。有好多announcements，所以我會focus喺我覺得對我哋呢啲day-to-day manage campaigns嘅人最重要嘅。
Automation同machine learning
呢個theme已經consistent咗好幾年，而且只會accelerate。我對此有mixed feelings——一方面，automation幫我哋慳好多時間；另一方面，有時感覺Google慢慢將steering wheel由practitioners手上拎走（我可能錯，但由我嘅角度就係咁感覺）。
先講Google Search，佢貢獻大約**75%**嘅ad revenue：
Google繼續push Broad match（keywords）+ responsive search ads（creative）+ smart bidding（bids）嘅組合。如果你一直抗拒broad match，我覺得越嚟越難ignore。
Search之外，Performance Max再次成為焦點。Advertisers而家可以leverage YouTube、Discovery、Display、Gmail、Maps同Search嘅inventory。更重要嘅係，你而家可以用Experiments做A/B tests去了解Performance Max嘅actual impact。呢個係好多人一直要求嘅，所以我好glad佢哋聽到。
Optiscore（嗰啲auto-generated嘅optimization suggestions）會expand到涵蓋所有campaign types，包括Performance Max。
Insights page亦越嚟越有用。Audience insights好快會support first-party data好似Customer Match，幫你了解邊啲customer lists真正drive performance。由我manage APAC同而家美國campaigns嘅經驗，first-party data insights先係真正嘅gold。
Privacy-safe measurement
今年稍後，Google會推出My Ad Center畀consumers——一個one-stop shop畀人控制佢哋嘅ad experience。
Google三個privacy-safe measurement嘅core principles：
- Consented
- First party
- Modeled
Tagging方面，Google推出咗一個新solution結合Google Ads同Google Analytics tagging。我要承認，目前嘅tagging setup對我大部分client都係headache，所以任何simplification都welcome。
Enhanced conversion繼續被push作為long-term solution，好快會available for leads。呢個對B2B client係big deal——我一直closely watching因為我哋好多business都touch到B2B。
對app marketers（特別係iOS），Google四月嘅「on-device conversion measurement」喺breakout session再次被提到。
Conversion modeling會expand去compensate signal loss。而conversion lift study（包括Search嘅CLS）今年稍後會become self-serve——如果做得好，呢個可以係game-changer，prove incrementality唔使再搵Google rep幫你set up。
Commerce嘅重要性
Commerce今年再次係major focus，雖然我覺得上年GML畀咗佢更多stage time。以下係notable announcements：
- Loyalty program integration到Google Ads
- Swipeable shopping ads喺search
- Shoppable video ads喺YouTube Shorts
- AR喺Search
- 更快嘅checkout experience
- 用Performance Max reach new potential loyalty program customers
如果你做緊e-commerce campaigns，YouTube Shorts integration係我會最closely pay attention嘅。Short-form video正在eat the internet，而Google clearly唔想將呢塊ground讓畀TikTok。
其他announcements
- Connected TV ads：透過Display and Video 360嘅Google audiences for connected TV，across Hulu、Peacock、YouTube等。「In a few months, you'll be able to power your CTV campaigns with the same affinity, in-market and demographic audiences you've been using for your digital ads for years.」更多資訊呢度。
- Video action campaigns同app campaigns會自動scale到YouTube Shorts。
- Video ads會被included喺Discovery。
- Consolidated asset library across multiple ad formats。
Overall，我覺得今年嘅theme好清晰：更多automation、更多privacy-first solutions、更多commerce integrations。你excited定係worried可能取決於你幾enjoy對campaigns嘅granular control :P
GML今年有咩catch到你嘅eye？有咩令你excited（或者nervous）嘅？
祝好，
Chandler
