Transcript:
Hello and thanks for joining us, where we’re we’re talking about Google Marketing Live 2019 and the big announcements from one of Google’s major marketing events. I’m joined by Sam, who watched it last night. What were the big stories for you? Well it was very interesting. I think there was a few main ones that came out I think the main one for the team here was the changes within Google Shopping. that they’re looking at advancing through, moreso the new interface, the new platform, the new homepage and along with that the ability to actually buy directly through Google Shopping and not having to go to third-party site as And also YouTube and Google Images? Yeah along with that YouTube growth, as we know as a video platform – Google is really pushing that video platform out. And other sort of elements as well in terms of image-led search as well. Looking at that I think one of the big feelings from this is it’s Google’s attempt to try and nullify a threat from from marketplaces, so places like Amazon, eBay and and other types of marketplace that have kind of come search engines in their own a right for Product Search – do you see that as Google trying to claw that traffic back? Yeah I think what they do really well and what Google have always done really well let’s see the market change, and they’ve obviously seen the growth in Amazon and the changes within Amazon and there was talk of people moving advertising budgets from Google to Amazon, and is this a move, a serious play by Google, to bring to keep that market share and bring that market share back it could well be – we’ll after wait and see. Another question with the Google Shopping stuff is so the European Union the European Commission has already been very particular on Google and their dominance of the the market and particularly shopping as well. I mean surely the European Union European Commission can be keeping a very close eye on this? I’m sure they are watching yesterday! They might have been watching how it does as well but yeah, I’m sure that’ll be something that they’ll will be keeping their their eye on again but again it’s the the market share Google have for long with all the other platforms as well it’s certainly something that I’m sure that they will find a way around. Coming away from shopping there was a announcement as well a couple of features are coming out of the beta phase if you like and opening up, so we’ve got Discovery ads and Gallery ads in particular. Do you think that’s something, they’re features that brands are going to start getting excited about? Yes I think the Gallery ads, Showcase Shopping Ads as well have also been in beta for a while and we’ve been we’ve been kind of trialling those internally as well. I think actually with with varying results. I think it works extremely well for the top of the funnel, for broad and looking at impressions and if that’s something that’s part of your marketing goals and it’s certainly something to get excited about and add in within your campaigns. At last year’s Google Marketing Live, Local Campaigns was one of the big announcements there’s one of those features that has tended to aimed more at small businesses or smaller brands. This year they’ve announced that specific products can be be shown as well so if you’re if you’re looking in a locality for a particular shirt, for example, those can now start appearing. Do you think that’s something that bigger brands are going to start getting interested? Yeah I think we’ve seen over the past couple years Google have tried to make that a correlation between online and offline conversions and justify your online spend to offline sales. I think this is another push in that direction so almost for companies to justify keeping that high street presence. And I think that if we can and you can see the developments are in there as well growing, that it will encourage that more and more by larger brands to actually keep that and actually justify that media spend to people buying a shirt in store as, an example. Finally there’s always the big buzzword that this kind of event which is “machine learning” – it comes up every single year. Two features that call the eye, so Conversion Value Rules was one, and Seasonal Conversion rules as well – what’s your take on those? I think we were actually watching it with our team as well and I think that’s one of the things that they got most excited about in our team. Especially the conversion values and adding those into to Adwords and actually being able to attribute that earlier on in the funnel actually seeing what that’s worth whether that’s done by location or by previous buying habits and other things that go with it. I think that will certainly add a lot to actually seeing the value of a customer and identifying that journey as wel.l I think important for brands particular is the seasonality one where, if if you’ve got customers that are only coming in during discount periods and you know promotional period. It’s something that keeps coming up in when you see the financial reviews lots of retailers now, they’re talking about discounting and and promotional periods having an impact on their profit lines. I mean, that can really help those brands understand which customers are only coming here when when there’s an offer on. Of course yeah I think we still see, you still see a lot of a lot of companies actually keep their budgets very linear and they don’t really cater for those seasonality periods or those growth in sales like when it’s maybe a little bit more of a lull and that will certainly help with identifying key times a year when you can actually make the most have your budget online. Thanks for joining us, thank you for joining us as well. We’ve got a more in-depth review of the big analysis from Google Marketing Live over on the blog. Don’t forget to hit the
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