In the Google Marketing Livestream last week, Google announced new features and tools. There’s a large shift in focus on local search support, travel ad features, and insight upgrades. Search Engine Journal has given a thorough recap of the features and rollouts.
A Continued Focus on Privacy
- Custom audiences rollout
- Consent capabilities added to Google Tag Manager
Expanded Automation Solutions
- Expanding target ROAS
- Expanding Performance Max out of beta
Deeper Insights and Standing Out in the SERP
- Image extensions included in search ads
- Extending modeling capabilities to the Behavioral Report
- Advertiser Report in Google Analytics
- Incorporating YouTube & Display in attribution models
New Solutions for Retailers
- New attribute tags to help consumers connect with like-minded businesses
- Using AR to allow prospects to try on makeup and clothes
- Google’s integration with loyalty programs
- Surfacing deals for prospects with “deals results page”
- Advertising options like available for store pickup, curbside pickup, and now later pickup
- New “Shop Pay” buying option for Buy on Google listings
- New eCommerce Integrations
New Solutions for the Travel Industry
- Hotel booking extensions
- Vacation rentals added to hotel results pages
- Enhancing commissions (per stay) bidding
That’s a lot of stuff to keep on top of as an advertiser. See the full, detailed summary from Search Engine Journal.
