Last month brought some big changes to Google’s ad and analytics features! Here’s our roundup of the top new features and announcements that Google introduced in August.
Google provided an update on some new analytics features made available to app marketers who use GA4.
One new and improved audience tool allows app marketers to more easily engage users who have not been notified via push notification. This is essential, since only just over a third of users are enabling push notifications!
Another update allows additional data to be used to optimize App campaign performance. This is possible by updated Google signals in your linked GA4 property.
Soon, it will also be possible to build GA4 audiences with Google Ads, which will make audience-building a much more efficient process.
You can read about more of GA4’s updates here.
We know, we know, it’s only September, but the holidays are always closer than we think! Now is the time to start prepping Google Shopping campaigns and other marketing tools for seasonal shopping, and Google recently shared some new insights and features to help advertisers prepare.
Google noted that a majority of holiday shoppers use multiple channels to shop over a two-day period, and suggested using its New Customer Acquisition with High Value optimization to optimize for customers with a “high predicted lifetime value”.
The company also stated that consumers in the U.S. are shopping in a wide variety of categories for the holidays, and has consequently improved its product page to provide more detailed insights into product issues or out-of-stock inventory for businesses.
Learn about some of Google’s other holiday upgrades here.
If you have any active Discovery campaigns, you’ll want to read this.
In June, Google announced Demand Gen campaigns, which are powered by AI and act as a new and improved eventual-replacement for Discover campaigns. You can now sign up for Google’s beta of these new campaigns, which will automatically upgrade your Discovery campaigns and give you access to all of Demand Gen’s shiny new features.
Learn what all Demand Gen has to offer here.
Google announced a new policy at the end of the month, which it claimed will improve “ad clarity” and “reduce the risk of scams and help prevent confusing and misleading ads”.
This new policy will potentially limit impressions on new advertisers’ ads, as Google becomes more “familiar” with the advertiser. The company claimed that this new policy will help prevent users from seeing misleading or otherwise confusing ads on their platform, and will essentially reward advertisers with a proven track record with Google Ads.
Google listed some of the criteria it will consider when gauging an advertiser’s reputability, including user feedback, advertising history, and identity verification.
You can read more about this new policy here.
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