This past Tuesday, during the Google Marketing Live keynote, Google announced several new initiatives powered by machine learning and automation. Google is planning on taking their advertising to new heights using this technology over the next year.
Google Ads, the new name to replace AdWords that will take effect this month, will add responsive ads to its options in the next few months. These responsive ads will allow advertisers to use more characters and enter as many as 15 headlines and four descriptions into their campaigns. Within the search results, responsive search ads show as many as three headlines and up to two 90-character descriptions.
Also among the announcements were local campaigns, a new campaign type aimed at driving physical store visits. Advertisers set a budget and ads are generated automatically based on ad creative elements from the advertiser and location extensions. Local campaigns will be available globally over the next few months.
Back in May, Google announced goal-optimized shopping campaigns. During the keynote, Google announced that advertisers will be able to select store visits or new customers as goals for their campaigns. Bids and delivery are adjusted automatically based on the likelihood that an ad click will result in the advertiser’s selected goal.
To learn more, read the full report from Google.
Sources: Search Engine Land