It’s been a month since the #GoogleMarketingLive event, and since then we’ve taken some time to chat with members of the Axis41 Omnichannel SEM team, Justin VanDongen and Edgard Lopez, to discuss their thoughts on the ads innovations.
This is the fourth and final piece of our series on #GoogleMarketingLive. If you haven’t read our introduction, part one, and part two of the Ads Innovation Keynote, we highly recommend that you read them first.
Q: Describe your job function and which channels of SEM you generally use most.
Edgard: I work doing paid search and paid social, so I build ads in Google and Bing and manage ads on Facebook, Instagram, Twitter, and LinkedIn.
Justin: I do the same type of work as Edgard, but I also do a lot of strategy and defining audiences as well as building out campaigns. I am more involved in the initial strategy for clients to set the right goals and start them on the right platform. I inform Edgard of the strategy, and then I participate in building and running the ads.
Q: Which of the ad innovations will affect your job the most?
Edgard: Bumper Machine. We use YouTube for one of our clients, and we love the idea of shorter videos. It will be interesting to see if the six-second videos will work. It’s usually pretty expensive to crunch down longer videos, so it’s great that Google is bringing in this free tool that makes shorter ads more accessible. I also love that Discovery ads are centralized in one platform now. It’s so much easier.
Justin: I agree that Discovery Ads are really exciting. It’s really great to see Google moving into that native feel. We do a ton of B2B, and a lot of our clients want to be thought leaders. We’d be able to place their articles in an ad space alongside other articles. Gallery ads are also very big for the B2B space, and we definitely plan to use them.
Edgard: Gallery ads will be easily scrollable, and we’ve already seen how successful they’ve been on LinkedIn and Facebook.
Justin: I love the idea of “maximize conversion value.” It will be really interesting for e-commerce clients who have different conversion values for their products. Some companies will do these calculations on their own, but it’s not common enough. This tool will be very useful.
Edgard: The shopping changes will likely be based on a cost per sale metric. Ease of purchase really affects conversions, and the combination of the Google name with the brand name will help e-commerce companies build a better relationship and benefit from the ease of purchase. It may even motivate sellers to shift away from other e-commerce platforms that are less convenient.
Q: How do you think you’ll have to change your SEM strategy to provide a better user experience based on their expectations of privacy?
Justin: It’s very difficult for a lot of businesses. Most of our clients are global businesses, so they’ve already prepared for GDPR with notifications about cookies. We’ve always avoided running ads that are way too personal or “creepy” — we try to be there when the end user is ready for us rather than pushing advertising on them.
Q: How will these new expectations affect small companies and agencies?
Justin: If you’re with a company that isn’t GDPR compliant or compliant with the new California law (effective January 2020), you need to push to be compliant. You should be informing users that you’re using their data and why. If you’ve been doing advertising the right way, you shouldn’t have to make many changes.
Q: How should a strategy change with new restrictions on data gathering?
Edgard: Reach out to your legal team or a consultant. The California law has a while before it kicks in, but you need to start now. In a way, it will be nice to be proactive rather than reactive to new user wishes. Tell them about cookies. Be fully compliant with the strictest laws out there, even if they technically aren’t part of your market space. You don’t want to lose your clients’ trust.
Justin: I would say just be aware of what you can and can’t do. A lot of companies like to take old form submit emails from a few years ago and run ads to them. This generally isn’t good practice. Don’t take any old data and start sending out ads to it. And with GDPR regulations, you have to inform users if you participate in retroactive data use. Study, study, study compliance and regulations. Organize your data in a way that makes it easily accessible to you and users. Make sure you’re not using emails from audience lists on Facebook and LinkedIn. Generally, you would upload emails to those platforms as an audience. Make sure you do that in compliance with the laws. Moving platforms simply doesn’t change the rules.
Discover how the SEM experts at Axis41 can help you implement these ads innovations into your campaign strategy by contacting us today.