Updates from the biggest tech event of the year and what’s to come. Plus, why marketers should attend Google Marketing Live 2019 with Tickets selling out in minutes!
We’ve spent the last several weeks catching up on all of Google’s major announcements from two of its largest yearly events: Google I/O and Google Marketing Live 2019. We’ve attempted to cover every major announcement from these events, such as Google’s new augmented reality feature in Search and Images, new Lens capabilities, new App promotion tools, new ad units, and bidding improvements, and Google’s effort to simplify programmatic purchasing.
We asked Jon Rognerud, the Founder of Jon Rognerud Media, and Joel Bondorowsky, the Executive Director of PPC Designs, on our Marketing Scoop podcast to present a full overview of each update. Please listen to the podcast for more information.
SEARCH NEWS ON GOOGLE
Google’s Long-Awaited Bot Update
Google recently revealed that Googlebot, the crawler that crawls and indexes web sites, has begun rendering pages for Search using the newest Chromium rendering engine. “The number one question we had at events and on social media from the community was whether we could make Googlebot evergreen with the newest Chromium,” Google added. Googlebot now supports 1000+ new capabilities that were not accessible in the previous edition, according to the search engine, including the following:
– Lazy-loading IntersectionObserver
– APIs for Web Components v1
Googlebot’s rendering engine will be updated on a regular basis to maintain compatibility for the newest web platform capabilities, according to Google.
The new evergreen Googlebot is the source of this information.
Examine How Web Crawlers Examine Your Website
SEMrush can help you improve the crawlability of your website.
New Types of Structured Data: FAQ & How-to
Google Search and Google Assistant will now handle FAQ and How-to structured data, according to the search engine. Additionally, two new improvement reports have been introduced to the Search Console to assist webmasters in tracking the performance of their sites. Google’s new structured data choices will boost search results and provide Google Assistant users with greater how-to and FAQ information.
Read the How-to developer guide to learn what is necessary and which properties should be used in your markup. Check out the FAQ developer guide for further information on how to implement the FAQ.
Sources: FAQ and How-to are new in structured data. Structured data such as FAQs and How-tos is now supported by Google Search.
Image Search Has Added New Features
The search engine revealed support for three new capabilities in Google Photos at the 2019 Google I/O developer conference: better resolution images, 3D images, and the ability to swipe up images to AMP sites.
Google has announced the launch of a new initiative that will enable webmasters to contribute higher-resolution photographs to Google Image search in the near future. When the program becomes accessible, keep a watch on the Official Webmaster Blog for a notice on how to join. The following is the slide that introduces the new program:
Google also showed how to use augmented reality to pull up 3D graphics and arrange them in your chosen spot (AR). Here’s the possible markup Google demonstrated that may be used to provide this feature:
Swipe up is another new function that will be available shortly. Users will be able to swipe up from image search results to access AMP sites relevant to that picture once it is rolled out. This is the slide that demonstrates what this feature will do:
Source: Google to add support for higher quality images in search, swipe up images & 3D images
What’s New in Search at Google I/O 2019?
“At I/O, we revealed capabilities in Google Search and Google Lens that combine the camera, computer vision, and augmented reality (AR) to overlay information and content onto your actual surroundings – to help you get things done throughout the day,” Aparna Chennapragada, VP of Google Lens and AR, stated.
New augmented reality elements will be available in Search later this month. You’ll be able to examine and interact with 3D items, as well as arrange them in a location to get a sense of size and detail. Aparna said, “It’s one thing to learn that a great white shark may grow up to 18 feet long. It’s one thing to see it up close in respect to the things around you; it’s quite another to see it up close in relation to the things surrounding you. When you search for certain species, you’ll get an option to see them in 3D and AR directly in the Knowledge Panel.”
Google Lens is also developing to meet the increased demand for visual solutions to visual inquiries among its users. As a result, Lens will assist customers by automatically identifying which menu items/dishes are popular at a restaurant, their appearance, and what others are saying about them. Lens may also identify a language that the user is unfamiliar with and overlay a translation directly on top of the original text. Users just need to aim their cameras towards the text.
Lens will also read the content aloud, allowing users who have difficulty reading or seeing to follow along and comprehend the entire meaning of what they see.
New visual elements in Search and Lens are very useful. Twitter: I/O ’19 was a huge triumph for Google! Check out the highlighted Sessions and see what others are saying about #io19 on social media.
Google Search Now Has a Podcasts Search Option
Google Podcasts creator and CEO Zack Reneau-Wedeen announced on Twitter that podcasts may now be played directly in Google Search on Android, iOS, and desktop browsers. It’s now simpler to listen to podcasts on various platforms, and as Zack points out, it’s “a step toward making audio a first-class citizen throughout Google.” This GIF depicts how it looks in searches.
Sources: Podcast Search on Twitter; Zack Reneau-Wedeen on Twitter.
NEWS FROM GOOGLE ADS
Data from Google Ads is exported to Google Sheets.
Google Ads’ Report Editor now has a simple option that enables users to export Google Ads data to Google Sheets and share it with others. This capability may be useful for those who need to download and share their Google Ads data often.
Google Ads data may be exported to Google Sheets.
Google Takes Steps to Make Programmatic Purchasing Easier
Google Ad Manager Sam Cox revealed that the search engine is working to make programmatic purchasing easier for its partners. Google will begin migrating publisher inventory to “a uniform first price auction for Google Ad Manager” in the coming months. According to Google, this will aid in the creation of a fair and transparent ad market while also reducing complexity for everyone involved, including publishers, advertisers, and agencies.
The screenshots below demonstrate the present auction situation as well as the unified first price auction that will take its place in the future.
It should be noted that Google’s move to a single unified first price auction will have no impact on auctions for ads on AdSense for Search, Google Search, YouTube, and other properties; it will only impact display and video inventory sold via Ad Manager. Advertisers who use Display & video 360 or Google Ads also do not need to take any action.
Google anticipates that programmatic ad buyers and sellers will make the necessary modifications to their programmatic strategies over the following several months in order to prepare for the transition, which Google hopes will be completed by the end of the year.
Simplifying programmatic: first price auctions for Google Ad Manager; An update on first price auctions for Google Ad Manager
AdMob and Ad Manager now have a new App Policy Center.
The new App Policy Center was launched by Google to assist app creators in maintaining a healthy advertising environment. It provides publishers with “a single centralized point to assess and monitor policy breaches and appeals,” which helps to establish and maintain a trustworthy advertising environment. App Policy Center, according to Google, will limit the risk of revenue losses due to honest errors by centralizing all of the information required to be policy compliant in one location.
The App Policy Center is accessible from a user’s homepage dashboard and is available for Ad Manager and Google AdMob customers.
Introducing the New App Policy Center (source)
Google Ads Performance Planner: A New Tool
Google recently released a new tool called “Performance Planner,” which is supposed to help marketers better manage their advertising expenditure by developing a strategy, investigating their forecast, and fast adjusting to “recommended” alterations.
“Advertisers can achieve 43 percent more conversions by utilizing Performance Planner to better manage their Google Ads expenditure,” Google claims. Other tweaks, such as various spend levels and CPAs, may be be tested using the Performance Planner to see how they affect conversions. Users may also hone in on elements at the campaign level (such as campaign-level prediction) and allocate their expenditure appropriately in Performance Planner.
Google Ads is getting a new Performance Planner; What is Performance Planner?
New Ad Units in Google Marketing
This year’s Google Marketing Live event in San Francisco focused on discovery, introducing new ad solutions aimed at “top-of-funnel customer situations,” including a revised Showcase Shopping advertising offering to compete with Amazon.
The ad units include Discovery advertisements, Gallery ads, and Showcase Shopping ads with a wider reach. These ad styles all have one thing in common, according to Greg Sterling of Search Engine Land: they’re all automated, highly graphic, and appear across various Google domains.
Discovery advertisements will be accessible to marketers later this year, according to Google (as of now, they reach 800 million users globally). These are the kind of advertising that show across numerous Google feedback contexts, and they have three major characteristics, according to Google’s VP of Product Management, Brad Bender: they are visually rich, mobile first, and harness the power of user intent.
Another aesthetically appealing ad unit that will show at the top of mobile search results is gallery advertising. A scrollable gallery with 4-8 photos and up to 70 texts for each image will be shown in these adverts. Advertisers will be compensated either on a cost-per-click (CPC) basis or when a user swipes through to the third picture in the sequence. The cost of the paid swipe and CPC, on the other hand, will stay unchanged.
Finally, Google Images, the Discovery feed, and the YouTube stream will all get Showcase Shopping advertising. Along with the main picture, these adverts will include smaller photos and information on local businesses that sell these items.
Discovery advertising will let marketers reach their target audience “across Google domains at the times when they’re open to finding your goods and services,” according to Google. These commercials are more creativity and are more relevant, have a larger reach, and yield better results.
Search intent is combined with a more engaging visual style with Gallery Ads, making it simpler for marketers to explain what their companies have to offer. “On average, ad groups with one or more gallery ads get up to 25% more interactions—paid clicks or swipes—at the very top of the mobile Search results page,” according to Google. These commercials will air later this year.
Showcase Shopping advertisements are “a highly visual ad type that blends rich lifestyle graphics into your Shopping advertising,” according to Google. These advertising will now appear in places where Google knows consumers go to get ideas, such as Google Images and the Discover feed.
Google will allow app deep linking from Google Ads and give more extensive reporting across the web and apps to boost insights and measurement for marketers and create better experiences for consumers. As a result, after clicking on advertisements posted on Search, Display, or Shopping ad properties, app users will now be able to arrive on relevant pages in a mobile app (if they have installed the app already). Customers will be able to execute their intended activity in a smooth and seamless manner, boosting the odds of advertisers receiving the best possible value for their adverts.
Finally, Google has announced that the Google Shopping experience would be revamped this year, with new and interactive methods to let customers “find and compare millions of goods from thousands of businesses.” Because it combines together advertisements, local, and transactions in one location, it allows merchants and brands to better communicate with customers throughout their purchasing trip.
At Google Marketing Live, Google announced new ‘discovery’ ad types, a revised Shopping experience, and native placements; Building for the next customer experience with Google Marketing Live; Streamlining Google’s shopping experience
Google Ads’ New Bidding Innovations
At Google Marketing Live, the search engine giant announced four new bidding breakthroughs to help marketers grow with automated solutions. Google expects that these new advancements will help marketers achieve their business objectives with more flexibility. Here’s a quick overview of what’s going on:
Advertisers will now have additional freedom and control inside their accounts thanks to campaign-level conversion settings. They’ll be able to establish any conversion targets at the campaign level (rather than simply the account level), making it easier than ever to track performance for campaigns with diverse goals.
Seasonality Adjustment: When it comes to ad hoc events like one-time promotions, this functionality will allow advertisers greater control over their accounts. According to Google, “you may arrange an appropriate modification for that time if you anticipate that your conversion rates will surge owing to an approaching campaign.”
Maximize conversion value: This is a new bidding method that enables marketers to optimize for the highest conversion value while staying inside a certain budget. It’s especially useful for marketers who are more concerned about volume and growth.
Value rules: Value rules will distinguish how conversion values change depending on factors such as audience, location, and device. They’ll also assist you with “customizing conversion values to better line with your company objectives.” This functionality will be available in the next months from Google.
New bidding controls to help you achieve your objectives; Bidding to maximize conversion value
Google Search Console now has Structured Data Reports.
Google has published a blog post that explains how webmasters may use Search Console to analyze and optimize structured data on their site. Webmasters should verify their accounts for problems linked to structured data on a regular basis to ensure everything is working properly. Go to the Enhancements menu in the left sidebar of the Search Console and choose a feature to get a summary of warnings and problems, as well as legitimate items.
The Unparsable Structured Data Report (which aggregates parsing difficulties) and new improvement reports for Sitelinks searchbox and logo were also revealed by Google.
The report Unparsable Structured Data looks like this:
The following is an example of an enhancement report:
Source: Search Console for structured data monitoring
In Search Console, there’s a new Speed Report (in Testing Phase)
Google is now beta-testing a new Speed Report inside Google Search Console, which may be signed up for using this form. The new report, which is powered by CrUX data, gives an aggregated picture of your website field metrics, with users being able to drill down into individual areas that may be creating trouble. Ilya Grigorik, one of Google’s performance engineers, tweeted this screenshot on Twitter. Take note of the stats that display sluggish, average, and fast pages, which you may click on for more information.
Google Search Console is one of the sources for this information. New Google Search Console Speed Report; Google Search Console is getting a new Speed Report.
New App Promotion Tools
Google discussed a few strategies to assist app developers build their companies using Google’s growth and monetization options at Google I/O 2019. Here are a few examples of how app developers may use Google solutions to benefit their businesses:
In Google App campaigns, they may choose a bidding option that best supports their growth objectives.
They’ll soon be able to bid on a TROAS (target return on ad spend) basis, which means they’ll be able to automatically pay more for people who are more likely to spend more, and vice versa.
They’ll be able to design and manage their creatives in new ways, making it simpler for businesses to present more relevant advertising to their consumers in more locations.
They may employ resources like image search, maximum ad, and user analytics to increase total app income and safeguard user experience.
Smart ad-based techniques for building your app company
Google’s New Video Series Debunks SEO Myths
Google has launched a new video series called SEO Mythbusting.