Google announces future releasing products and features in an annual event called Google Marketing Live. We’ll list the top 3 major changes that are going to take place in 2019.
1. “Smarter” Smart Bidding
There will be 3 major improvements in the automated bidding methods:
You will be able to optimize your bidding strategy by choosing only one specific conversion goal at campaign level
You will be able to optimize based on a conversion goal set
You will be able to schedule seasonal bidding strategy adjustments
2. Custom Audiences
Custom affinity and custom intent audiences will be merged into custom audiences in order to target by interests and behaviour with more precision. Although it seems very similar to Facebook’s custom audiences, the main difference is that Google has direct access to the search history, thus the commercial intention is predicted with better accuracy.
Even better, Google will launch the possibility to extend your custom audience and target similar people to the ones that are already bringing you a good performance, through the audience expansion tool.
3. Gallery Ads
Advertisers will have the possibility to show images within search ads, raising ads attractiveness and the chance of transforming prospects into clients. According to the data gathered so far, advertisers who used Gallery Ads registered a 25% growth in the engagement rate.