Augmented reality and more: Google announces innovations in search and shopping

As part of Google Marketing Live, the company is announcing some new features that will expand search capabilities on Google and with YouTube - and also make shopping easier, including through the use of augmented reality.

Google kündigt NeuerungenJerry Dischler, Vice President and General Manager Ads at Google, says: "We've made shopping through Google Search more natural and intuitive. Categories like "apparel" have had tremendous success as users:in get visual and clearer representations as they browse. Later this year, advertisers will be able to serve new, visually appealing shopping ads to U.S. consumers. These will be clearly labeled as ads and located in specific ad spaces,÷

3D models in Google search

However, nothing will be able to replace the personal experience of seeing a product in reality or taking it home to try it out. Augmented reality (AR) in cameras, however, can get close to that experience - and shoppers are ready for it: More than 90 percent of Americans currently use AR when shopping or are open to the technology. Soon, retailers will be able to display three-dimensional models of their products directly in Google Search, allowing shoppers to see the products right in their own homes.

The so-called "Performance Max campaigns" are particularly powerful when it comes to reaching customers in their various Google channels. Advertisers who rely on this type of campaign achieve an average overall increase in conversions of 13 percent - at a comparable cost-per-action. Google has now announced several innovations in this area.

Search support also for offline shopping

Among other things, more tools are provided for testing, for example, A/B testing to find out what impact Performance Max campaigns have on incremental conversions.

Added to this is Enhanced support for campaign management in Search Ads 360 and the Google Ads mobile app. In-store sales goals to optimize store sales in addition to store visits and local promotions are also supported.

The impact of burst campaigns is optimized - to achieve store visitation goals during seasonal events in a given time period.

Google also offers new statistics and explanations, including customer, audience and auction, to evaluate how to improve performance. As well as recommendations to help users figure out how to improve a campaign.

Statistics will increasingly use machine learning to identify new consumer demand and create custom trend data. Google offers statistics based on billions of daily search queries and millions of signals for which Google analyzes every ad auction. Innovations are also coming in this area, about which more will be announced soon.

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