Google's latest developments

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5/4/2020

google marketing live

Every year, Google announces its plans at Google Marketing Live. This year this took place on 10 and 11 July and the emphasis was on how machine learning can make it possible for advertisers to achieve even better results. In this blog we will tell you more about this and explain the rest of Google's plans.

Machine learning

What is machine learning anyway? Machine learning is a discipline that discovers patterns in data. These patterns then form algorithms. The machine learning techniques make the algorithms smarter and smarter. This is why Google is going to pay more attention to this this year. This is reflected in the following plans:

Name change of the ads

First of all, Google is going to change the name of the ad products. Because so many different Google services have emerged in recent years, there was a jumble of names. To bring in any structure, Google has divided everything into three pillars:

  • Google Ads
  • Google Ad Manager
  • Google Marketing Platform
google ads

The most commonly used name Google Adwords disappears. In principle, the use of the services does not change. Google Ads will be used primarily by mainstream companies and Google Ad Manager and Google Marketing Platform is intended for the large multinationals.

With Google Ads, Google hopes to bring their machine learning technologies to the attention of their customers. They say that by using this, customers have more time left over for the important things. Google can take over the entire ad part.

Smart campaigns

They will do this through the so-called 'smart campaigns'. This allows Google advertisers to create multiple simple but result-driven ads within a short time. By using machine learning, the ad, targeting and placement are fully automated. All you have to do is select the goal you want to achieve and specify where you want to advertise.

Even if you don't have your own website, you can use automatically optimized landing pages. In addition to the smart campaigns, it is also possible to use local campaigns, shopping campaigns and hotel campaigns.

Test new feature

The feature is not yet available in the Netherlands but we expect this to happen soon. As far as we are concerned, this is a good development because this makes it a lot easier for small businesses that have little time for advertising. However, we are curious whether it will also show the promised results. If it is available in the Netherlands, we will definitely test it!

If you have any questions about Google's new plans or need help with advertising, please let us know. We would like to give you more information.

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