Today more than ever, technology fuels the growth of companies around the world. Furthermore, new consumer behaviors are redefining the role that technology plays in our daily lives. We can see it in the increase in video viewing time, browsing behavior in Searches or the increase in internet purchases. All of this represents opportunities.

Reimagining the future of marketing with Search and YouTube
More than ever, consumers are turning to Google Search and YouTube for help before making purchase decisions. Every day, more than a billion checkouts go through Google.

We have tried to make the shopping experience in our Search engine more natural and intuitive. There are categories, such as clothing, that have been hugely successful because consumers can explore information in a more visual way that lends itself better to navigation. In the coming months, advertisers will be able to show the US public new, more visual Shopping ads. These ads will be clearly labeled as such and may appear in dedicated ad slots throughout the page.

Still, there is no substitute for the experience of seeing a product in person or taking it home to see how it turns out. Augmented reality (AR) in cameras brings us closer to that experience, and consumers demand it. More than 90% of Americans already use or would consider using augmented reality in their purchases. It won't be long before merchants make 3D images of their products appear directly on Google Search, so potential customers can easily see them in their spaces.

In the coming months, there will also be the ability to promote loyalty programs to potential customers when they shop through Google (US only). Loyalty programs are a valuable relationship with customers, and soon it will be possible to easily integrate them with Google Ads.

Best performing campaigns, combined with product feeds, will help you get more subscriptions to your online loyalty programs on YouTube, Display, Search, Discover, Gmail and Maps.

Starting today, Action Video Campaigns and App Campaigns will be automatically uploaded to YouTube Shorts. Currently, YouTube Shorts averages more than 30 billion daily views, four times more than a year ago. We want to help you reach the public that uses this content in short video format. In the coming months, you'll also be able to connect your product feed to your campaigns and convert your video ads on YouTube Shorts into more purchases. We've been experimenting with ads on YouTube Shorts since last year, and now we're gradually rolling it out to all advertisers around the world. We think it's a very interesting step for both advertisers and to create a long-term monetization solution on YouTube Shorts for our creators. We will talk about it again shortly.

Better results with the help of automation and statistics
The best way to generate new growth for your business is to combine your data and marketing expertise with Google's machine learning. That's why we're building automated products that fit your goals and are easy to use.

Top Performers campaigns are a powerful tool for keeping up with your customers when they're on Google channels. Advertisers using Top Performing campaigns in their account see an average 13% increase in total incremental conversions, at a similar cost per action. Google has announced six new features that we will implement soon:

More tools for experimentation, like A/B testing to see what the effect of Top Performers campaigns is on incremental conversions.
Expanded campaign management support in Search Ads 360 and the Google Ads mobile app.
Supporting store sales targets, to optimize physical store sales, apart from store visits and local actions.
Maximize your impact with 'burst' campaigns during specific time periods, to help your stores reach their goals during key times of the season.
New statistics and explanations; for example, information about consumers, your public and auctions, so you have a clearer understanding of the factors that drive performance.
Optimization score and recommendations, to give you clues on how to improve your campaigns.
Rothy's, a sustainable brand known for its shoes and accessories, turned to Peak Performance to connect with customers across channels. As a result, their conversions increased by 60% and revenue by 59%.

The Insights page uses machine learning to identify new pockets of consumer demand and provides you with personalized data on trends. This type of information is only available to Google; It's based on the billions of searches we see every day and the millions of signals we analyze in every ad auction. Today we present three new reports that we will make available to our clients in the coming months:

Attribution insights show how your ads are performing across different elements of Google, like Search, Display, and YouTube, to drive conversions.
Statistics about your budget will help you find new opportunities to optimize your budget and show how your spending is progressing in relation to your budget goals.
Audience statistics from source data show what effect different customer segments, such as those created with Customer Match, have on the performance of your campaigns.

How to build resilience in a very dynamic landscape
At Google, we are driven by a common goal: to be the most useful company in the world. But we know that our products are only useful to the extent that they are also safe. That's why we're making groundbreaking launches this year, like My Ad Center, that help users take control of their privacy and online experience. Users will be able to choose the type of ads they want to see more or less often, and control how their data is used to select the ads they see on YouTube, Search and Discover.

All of these solutions can—and should—continue to work for advertisers. It is possible to continue making advances in privacy and give coverage to the ecosystem.

Taken from: https://ecommerce-news.es/google-trae-novedades-para-ayudar-a-los-ecommerce-a-mejorar-sus-estrategias-de-marketing/