Google announced key innovations and insights surrounding ads at Marketing Live 2018 on July 10.

Read on for eight takeaways from the keynote address.

1. Google AdWords Is Now "Google Ads"

The moniker of the ad platform will be simplified to Google Ads.

"Google Ads better represents the full range of advertising capabilities that we offer, giving you a simpler and more cohesive way to buy ads across Google properties and networks," said Sridhar Ramaswamy, senior vice president of Google Ads.

"That means search, YouTube, Google Maps, Google Play, and much more." 

2. Users Can Easily Opt Out of Personalized Ads

Within "My Account" settings, users can download, delete, and control how their data is used.

With one button click, they can opt out of ad personalization across devices.

However, Ramaswamy said, users are likely to choose relevant ads as opposed to random ads.

3. "Near Me" Searches Evolve to Be More Specific

People use the search modifier "near me" to find specific things rather than places.

Ramaswamy gave the example that people used to search for "pharmacies near me" or "restaurants near me," but now they search for specific items, like "cowboy boots near me."

It's also worth noting that there has been 10X increase in mobile searches for "open near me tonight."

4. Google Introduces Maximize Lift Bidding

Maximize lift bidding will allow advertisers to optimize ad delivery to target users who are more likely to consider a brand after exposure to a video ad.

This bid-type will be available in Google Ads by the end of the year.

5. Cross-Device Reporting in Google Analytics

Users will be able to access cross-device reporting within Google Analytics' Audience section, where they can then find reports on device overlap, device paths, and more.

Marketers rejoice.

6. Responsive Search Ads Roll Out

From Anthony Chavez, product management director of Google Ads:

"Powered by Google's machine learning, these ads mix and match multiple headlines and descriptions to find the best possible combinations, making it easy for you to deliver unique and tailored messages to potential customers.

"But these ads aren't just responsive. They also give you more flexibility.

"Responsive search ads can display up to 330-character headlines and 290-character description lines.

"This is an increase of 90 percent compared to today's search ads, giving you more opportunity to convey the features and benefits that will resonate with users."

Advertisers will provide Google with up to 15 headlines and four description lines.

Google's machine learning system will then build ads by selecting headlines and descriptions to show in different combinations and orders based on what is most relevant to the searcher.

7. Discover Mobile Landing Page Speed Score

Based on a 10-point scale, a new landing page speed score feature will grade landing pages from very slow to extremely fast.

This will help businesses assess their landing page load time and how it impacts performance.

8. Google Debuts Smart Campaigns for Small Businesses

As part of their ongoing commitment to small businesses, Google launched Smart Campaigns.

Smart Campaigns are a simplified experience that allow beginner-level users to get ads up and running within a few minutes.

"We've taken the innovation and technology of Google Ads and tailored the experience for simplicity," said Kim Spalding, general manager and product management director for Google Small Business Ads.

"Smart Campaigns are simple, save time, and focus on the results we know small-business owners care about, like making your phone ring, driving actions on your website, and bringing customers to your store."

Want more from Google? Watch the entire keynote address from Marketing Live below.

Published on: Jul 12, 2018