Growth

Redefining Digital Advertising: Google and Meta Marketing Revolution

By Vinayak Kumar

Experimenting with digital advertising for your brand? Stay up to date with these recent trends in the industry instigated by Google and Meta ads

The digital marketing and advertising industry is rapidly changing. Brands now approach this aspect of business differently, but people are still the target. 

They are investing heavily in digital marketing advertising, going up 16.2% in 2022 from $491.70 billion in 2021. The types of digital advertising platforms are changing. They are also incorporating new features.

Key players like Google and Meta are leveraging artificial intelligence (AI) and machine learning (ML). This helps them bring innovative features like advanced analytics and improved recommendations. These features help brands connect more intimately with their target audience and save resources. It also allows brands to create a drastic impact in their respective industry.

Read on to learn about these features and their impact on the digital marketing and advertising industry.

How Is Google Ads Redefining Digital Advertising

Google marketing or Google Ads is a digitised advertising service by Google. It enables brands and marketers to advertise their products/services. Here, brands can create ad campaigns based on their specific marketing goals. It also provides ad optimisation based on target keywords, location of target audience, etc.

Marketers prefer Google Ads because it enables them to track their KPIs and get ahead of their competitors. It also helps brands to run their campaigns within a budget whilst providing increased return on investment (ROI).

These new game-changing features have further helped marketers reach their marketing goals efficiently.

1. Replacement of Ad Formats

Until 2022, Google used to have an expanded text ad format where marketers could add bigger headlines and long descriptions to their ads. However, Google replaced this ad format with a responsive search ad format. Now, the system leverages ML to create multiple headlines and descriptions automatically. Then, Google's algorithms identify the most relevant headline and description created based on the search query.

This rotation of multiple headlines helps marketers significantly. It helps them provide a customised experience for the users. And helps marketers optimise their ad performance. However, marketers must keep track of the performance of the various headlines. This will help them eliminate the less successful ones, making their ad campaign reach its full potential.

2. Improved Privacy

One concerning issue of the current digital marketing landscape is cookies and privacy. Around 85% of users opt out of cookies on their mobile devices.

Cookies are files created by a website that saves information about a user's visit. This data is used to create personalised experiences for the users.

Google is trying to change digital marketing by eliminating third-party cookies used by advertisers. Now, marketers can only use the data they have collected from their users for personalisation and targeting purposes. This essentially increases the privacy of the users' browsing.

3. Introduction to Performance Max

This new feature is a boon for marketers. It helps them automate Google ad campaigns fully, from designing ads to measuring results.

The Performance Max is a tool that combines texts and other creative assets. It aligns them with a brand's marketing goal. It also unlocks new customer segments for marketers by optimising the ad based on preferences. They know what the consumers want and use AI to make ads focusing on them.

It also helps marketers understand essential factors that impact ad performance. For example, it demonstrates which creative options bring the desired results. It allows brands to optimise their campaigns to drive ROI through AI technology.

It also helps marketers with keyword-based search engine campaigns. It does so by finding more converting leads from all of Google's channels like Gmail, Maps, YouTube, etc. 

It also helps with budget optimisation by providing detailed information on campaign spending. It also recommends better budget utilisation.

How Is Meta Ads Redefining Digital Advertising

Meta Ads are online ads that brands create for Meta platforms like Facebook and Instagram. Brands can reach 2.989 billion people on Facebook and 1.628 billion on Instagram with Meta ads. Meta ads also provide detailed advertisement metrics and ad performance data. This helps marketers make data-driven decisions.

It also enables brands to create different campaign objectives. And leverage several ad formats to reach other groups of target audiences. This helps them build brand awareness and increase site traffic organically.

In addition, Meta has made a significant impact with these new features on their platforms.

1. Collection Ads

Previously, brands could only post single or multiple videos or images when advertising. But now, Meta has introduced a new collection ad feature to break the monotony. Now, marketers can post one large video or photo with smaller images.

This helps marketers show different products. Customers can swipe through multiple pictures to learn about the product or service. 

2. Text Per-Person Feature

This is another revolutionising feature that can automatically personalise user ad experience. When the system has the "optimise text per person" feature, it selects which part to highlight for each user. This can be the primary caption, headline, or ad description. This decision is based on the user data, preferences, browsing habits and how it has reacted to previous ads. This helps brands target their ads better. It also provides custom product/service details to leads and customers.

3. Improved Messaging and Conversations

Now, brands can connect with their leads and customers using Meta platforms. Marketers can quickly create an ad directly to the WhatsApp business app.

Brands can connect with customers and quickly answer their product/service questions. Users can also use it to communicate and achieve business goals, like generating leads and increasing sales.  

4. The New "Swipe Left" Functionality

Brands can make advertising more immersive by using the "swipe left" function. You can easily find more details and pictures of the product on another page or screen. They can also access a product catalogue. The new page can also give details on exclusive deals and offers to incentivise users to take action. This helps users understand the product better and make an informed decision.

Impact of These Features on the Digital Marketing Industry

These Google and Meta platform features help users of that platform and marketers across the industry. Here's how they have impacted mainly the digital marketing industry.

1. Better Audience Targeting

With these fantastic features by Google and Meta, brands can target their audience effortlessly. These features leverage data-driven insights. This helps automate audience targeting, increasing lead generation and conversion rate.

2. Resource Saving

These features help marketers save money and resources like time, effort, and energy. They optimise budgets. These features can automate marketing tasks like creating ads and targeting them effectively. They can also optimise keywords, reach a wider audience, and allocate budgets properly. This helps brands save a lot of resources.

3. Increase Sales

The eventual goal for any business across industries is to increase its sales. And these features all narrow down to help brands achieve that. Brands benefit from better targeting options and an increase in the variety of ad formats. It helps them yield the power to influence their customers. Or lead them into purchasing the product/service. Brands can use essential data about what users like and want and choose to make this happen.

4. Better Rapport With Customers and Leads

In the competitive world, what brands need to do to stand out from the crowd is to be remembered. Among the effective ways to achieve this is establishing a rapport with its customers or leads.

Features like ads leading to WhatsApp help brands establish a better rapport and open a line of communication that did not exist. This has significantly led to brand loyalty, visibility and awareness.

Conclusion

Brands must spend time, effort, and money on online advertising to succeed in digital marketing. They must keep up with new changes, features, and algorithms to stay ahead of competitors.

Need help with digital advertising? Contact Growth Jockey to learn how brands use Google and Meta.

We help brands achieve all their marketing goals with innovative solutions. To start, we need to understand the specific issues that brands face. This includes their target audience and the product or service they provide. Our goal is to create innovative marketing solutions for them. 

Brands can use these unique solutions to boost their search engine ranking and get more customers. By doing this, they can establish themselves as industry leaders.

Frequently Asked Questions

1. What are the different ad formats available on Meta?

The typical ad formats available on Meta include image ads, carousels, banners, story ads, videos, and collections.

2. What is a performance max campaign?

A new goal-based campaign, Performance Max, allows advertisers to enhance conversions across Google's advertising channels. This includes Search, Display, Gmail, Discover, Maps, and YouTube.

3. What are the new features of Facebook advertising?

Some new features that Facebook has introduced include advertising reels, optimised text per person, ads on Facebook Shop, swipe-up functionality and WhatsApp Business App integration with Facebook Shop.