At the recent DEMEXCO (Digital Marketing Exposition and Conference) in Cologne, Google’s SVP of Ads & Commerce – Sridhar Ramaswamy made two major product announcements.
Universal App Campaigns
You can now just create a single Universal App campaign for your Android and iOS app. And Google will optimize and show it across all Google properties including Search, Play, YouTube, and the Google Display Network.
All you need to do is provide the text, starting bid and budget, and the preferred location and languages. Google will customize the formats of the ads based on the network, automate targeting and bidding, and test out different combinations to find out the optimal ads.
Watch this video:
Learn more at https://support.google.com/adwords/answer/6247380
YouTube TrueView to Action Ads
You can now put a call-to-action display banner at the base of the video during and at the end of the video, as shown below:
According to Sridhar, “This is especially advantageous for brands that offer products or services with high consideration, like financial services, automotive, or travel. TrueView for action can help you move your customers along the path to purchase by encouraging actions like scheduling an appointment or requesting more information.”
The feature is not available for all countries now. Google will start testing this new format with advertisers throughout the rest of this year in selected countries.