Summary of the EMEA product KickOff H1Durable Measurement solutions:
- Implement consent mode now if you collect EU data
- You need to communicate user consent with Google
- What’s new about consent mode v2
- For offline audiences and measurement, you also need to pass consented data
- API for offline conversions will launch in Q2
- For APP you also need to pass consent signals
- Analytics mainly rely on first-party cookies
- Integration with Chrome Sandbox API and GA4
- Hashed data can be shared with GA4
- User-provided data is important with cookie deprecation
- Working on future-proof audience activation
- OCI is getting more stripped out and this might be stripped out to all traffic in the future
- Enhanced conversion for leads is a great alternative for OCI
- DOCA is in Beta for Google Ads, Alpha for SA360
- Doca stands for deferred offline conversion adjustments
- Pmax compatibility for DOCA will be released later.
- Google Ads Data Manager will fully launch this month
- 25 more connections will come to Data Manager
- The audience customer type will be launched soon
- Cross-party data is becoming one of the main sources of AI
- Three major deadlines: implement consent mode, July first 360 UA sunset, 2024 chrome will say goodbye to cookies.
Media effectiveness:
- Viewing habits are complex
- Brand & search lifts were launched last year for video reach, video view, and demand gen
- Video action campaigns have now brand lift measurement across all types since January
- Expanding brand and search lift expands to discovery feed and Gmail for Demand Gen in the coming months
- Search lifts are becoming externally available in Q2 for Ads and 360
- Introducement Meridian’s new open-source mmm will be launched for early access by the end of March and opened up for broader access later in the year
- Meridian is the first MMM that can incorporate reach and frequency data directly into the model instead of just impressions and allows you to connect your media planning decisions with outcomes. You will be able to see how changes in reach and frequency impact sales and ROI
- Meridian makes mmm results more accurate by implementing incrementally experiments
- Meridian makes also low funnel funnel measurement more accurate
- You can get early access by a form, later it will be open source
- Google can consult on MMM results.
Search & Performance:
- Show only one headline if they think this will be better
- Headline two will appear at the beginning of your description if this happens
- Dynamic image assets, site links, callouts, and structured snippets will now appear alongside or in place of manually created assets of the same type
- Conversational experience is launched as an open beta to eligible English advertisers in the US and UK
- Geminine will soon suggest tailored images
- AI will be labeled for clarity to advertisers
- Automatically created assets are now available globally in English, Spanish, Portuguese, Italian, French, Japanese, Dutch, and German.
- Generative AI now enhances automatically created assets
Growth:
- The budget report is amazing according to Google
- Increase conversions with web-to-app
- Optimise for most valuable users with web-to-app connect
Online to offline solution
- Launch of store sales measurement for auto advertisers in 6 countries
- Launch store sales receipts-based dynamic values for 12 countries. For restaurants and retail
- Omnichannel experiments for shopping and search measure impact vs only bidding vs omnichannel
- Pick-up later is out of beta
Travel updates:
- Google launches 7th channel for Pmax for travel goals called hotel ads
- Target Roas is now available for Hotel campaigns
Overall updates in panel talk:
- Gemini is coming to Pmax
- AI-powered asset and image generation is coming in November To Pmax
- The re-engagement goal in Pmax for retailers will launch
- VideoGen for Campaigns with GMC for advertisers with Pmax for advertisers who do not upload a video and are opt-in for automatically created assets( Google will create a video based on Merchant Center Feed)
- Retail GDA update to pmax with a new migration tool
- Pmax vehicle coming to more countries in closed beta open for anyone in H1 (DE, FR, NL , ES ,IT)
- SA360 users can now use FloodLight Conversion
- SA360 is compatible with brand exclusion URL function, search themes, and page feed support.
- Local format expansion on Pmax with GMC pilot(maps promoted pins, local unit on Google.com)
- Offline sales support comes to SA360
- Self-upgrade DSA-Pmax Pilot
- Enhanced auction insight
- Launch of budget pace insights
- Performance shift insights launch
- Updating Ad strength score
- Search themes beta launch
Apps team:
- IOS SKAN in limited beta, to improve IOS bidding
- The next phase of beta IOS SKAN, post-install conversion window of up to 35 days, and extra inventory with AdMob, YouTube, and search
- Alpha phase for hotel center feeds for app campaigns.
- Additional formats are coming for hotel feeds
- New beta next quarter feed filtering for app campaigns with GMC feeds and feed reporting on item level
Demand Gen:
- Reach planner Demand Gen general available Q2 2024
- Product feeds now available for Demand Gen
- Add or remove product fees easily for Demand Gen
- Use product feeds for all bidding types
- Demand Gen launch with travel feed general available in H2
- New creative preview Demand Gen launch end Q1 2024
- Creative preferences for Demand Gen VRC and VVC( BETA Q1, launch Q2)
YouTube:
- Efficient Reach 2.0 is generally available in Ads & DV360
- Video view campaigns get 40% more views, 30% lower CPV, and 40% higher consideration
- Forecasting for video is available for all users
- Beta Access to VRC 2.0 in reach planner with all opt-ins and opt-outs
- Launched third-party measurement solution for brand safety and suitability verification for efficient reach mis 2.0, video view and YouTube select Short campaigns
- Launch Youtube Select( lineups, custom, shorts, sponsorships)
- Add QR codes to YouTube CTV
- Pause ads in US pilot, Limited EMEA pilot from Q2. More availability in the second half.