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Google Ads has introduced new features ahead of the upcoming holiday season to provide marketers with improved insights and optimized ad options. These new features include enhanced search placements as well as more efficient local inventory ads.
The new features at a glance:
Advanced Insights:
Google Ads has updated the product page to provide more detailed information on product issues such as inventory, missing feed information, and high bid targets. This should help marketers better understand category, brand, product type and custom label performance.
Updating Local Inventory Ads: The launch time for local inventory ads has been reduced on average. In addition, a new ad format for local stores has been introduced that combines data from local product feeds with images and information from the company profile.
A new ad format for local stores has been introduced that combines data from local product feeds with images and information from the company profile.
New A/B Experiments: Marketers now have the ability to quantify the impact of online-only bidding vs. smart bidding for store visits and store sales using A/B experiments.
Enhanced access to the top search spot: a new interactive ad format displays business information and encourages customers with specific interest in local shopping to take productive business actions.
The integration of AI-driven tools plays a central role in transforming business operations. Such tools enable companies to act faster, better understand their customers' intentions, and better engage them along the purchase path. Google is introducing new tools designed to generate insights and maximize the potential of Google AI.
As the trend of online shopping for local purchases gains momentum, Google has expanded access to the top-slot search ad format and significantly reduced the average launch time for local inventory ads. This reflects that online search was used for 96% of shopping occasions during the holidays.
For the upcoming holiday season, Google Ads is providing improved insights into product issues. In addition, the new Performance tab in Merchant Center has been revamped to make it easier to access product, price and competitive performance insights.
Acknowledging the longer consideration period for gifts during the holidays and the growing number of resources and channels for shoppers, Google has made offers and shipping instructions more visible and customized in Shopping ads and free listings.