Google’s annual advertising event brings out the best trends in advertising and commerce innovations. And this time the search giant has made some critical and pivotal changes. Let’s take a look at some of the highlights of the event.

1. Changes with respect to audience targeting and reporting

Advertisers will now be able to reuse audiences across campaigns. While building an audience base, Google Ads will save the same to be utilized later.
Also, Google Ads is renaming some key terms in marketers’ audience reports and throughout Google Ads. It is also consolidating audience reporting into the new audiences tab.

2. YouTube Shorts

This topic was discussed at length at the event. Ads in YouTube Shorts will gradually roll out to all advertisers globally. In order to facilitate access to viewers viewing short-form content, Google will automatically scale to YouTube Shorts.

Also, the company sees more than 1 billion shopping experiences happening across its surfaces in a year. So, to ease the process, by year-end, advertisers will be eligible to show attractive and new shopping ads to U.S. customers which will be distinctively tagged as ads and will be eligible to appear in allocated ad slots all over the page.

Google will also raise the capacity for brands to encourage loyalty benefits to potential U.S customers. This will be followed by integration with Google Ads in the coming months

3. Introduction Of new Reports to its Insights page

The search engine will also introduce three new reports to its Insights page in the next few months. They include:

1. Attribution Insights, to reveal how advertisements work in tandem across Google surfaces that comprise display, search, and YouTube.

2. Audience Insights, to show how customer segments are driving the performance of a campaign.

3. Budget Insights, to reveal how spending and budget goals are being met, and also understand ways of budget escalation.

4. Other highlights

1. Performance Max campaigns will be made available to brands, in order to encourage online loyalty signups across Discovery, display, Gmail, Google Maps, search, and YouTube. According to Google, brands that use Performance Max campaigns in their account see an average increase of 13% in total incremental conversions at a similar cost per action.

2. To meet store sales goals, retailers can optimize for in-store sales, store visits or local actions. Also, Burst campaigns for a specific time period will help retailers meet in-store goals during seasonal events.

According to Google vice president and general manager of ads Jerry Dischler, “It’s an important moment in time for our industry, with multiple seismic shifts happening all at once. Meeting with so many of you from around the world, I hear what exactly you’re up against. Privacy is becoming more and more important. People are changing how they engage with content, doing old things in new ways and doing new things entirely. Marketing is expanding onto more channels, making measurement more challenging and demanding that cross-team silos be broken down. Each of these trends is accelerating, which heightens the urgency for us, everybody in our industry, to act quickly. It will take all of us partnering and changing, together.”