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Your GML 2022 Questions – Answered by Ginny Marvin of Google Ads

Ok, here is the monster post with both questions asked and answered during the tweeting and audio versions of PPC Chat right after this year’s Google Marketing Live. First section the embedded tweets, followed by the questions from the audio chat.

Tweets

Audio Chat Questions & Answers

MEASUREMENT

Q: The on device conversions – how will this actually work? The presentation had no detail only “it works”?

A: It helps fill gaps in conversion reporting for app advertisers through modeling. It allows the advertiser to link app installs to ad clicks without ever revealing users’ personal information to Google because it will never leave the device. It’s for app campaigns only.

Q: The new Google tag – can you share any more detail about how this will work? Will we have to do anything in Google Ads to update conversion actions to use it?

A: We’ll have more to share on the new Google tag soon. It is built on top of the global site tag (gtag.js) and enables privacy-safe measurement & simplifies tagging across Ads & Analytics accounts. Note, if you have gtag.js or GTM, no code changes will be required.

Q: I’m mostly wondering why they didn’t talk about GA4 and no one’s talking about how terrible the transition is going for so many clients (currently setting up most conversion tracking from scratch…again)?

A: During Vidhya’s part of the keynote, she talked about Google Analytics 4 and highlighted the new Home page experience that automatically shows insights tailored to the account, including predictions about future customer behavior and what their value will be to your business over time.

No question, this is a big transition, but it’s an important one. UA was built in a different time – focused on the desktop web with more easily observable data using a measurement methodology that is becoming obsolete. GA4 offers more data controls and uses machine learning to help marketers maintain measurement as the privacy landscape evolves with modeling, DDA and consent modes. And it provides a more complete view of customer interactions across desktop web, mobile web and app.

GA4 is also designed to be more flexible and customizable than UA. In the Explore section, for example, you can customize ways to analyze your data and create segments, or audiences, for advertising. Drag and drop dimensions and metrics you’re interested in and filter, segment, sort and refactor. Then you can export data sets as GA segments or audiences, easily share them with Google Ads, Search Ads 360 and Display & Video 360 or export to other tools.
Right click on a data point to create an audience or segment from it and use it in other explorations.

There’s a lot of new capabilities and features that weren’t available in UA, and If you haven’t checked out the Skillshop on GA4, I recommend it.

Q: Why can’t Universal Analytics just be upgraded & not require a migration?

A: Data is processed & aggregated differently in Google Analytics 4 than in Universal Analytics, which is why full data migration isn’t feasible. However, there are migration tools where applicable. You can find in the links to those tools and other resources in the sidebar of the migration guide.

CREATIVES

Q: The new visual ad formats – can we get some clarification? Are they for apparel only? Will they appear on mobile only?

A: This follows on last year’s Search announcement to make organic search results on mobile more visual and easier to browse for apparel, shoes and accessories. We’ll be experimenting with ad formats that are highly-visual and immersive with this new Search experience – and will have more to share in the coming months.

Q: Will DSA be rolled into RSA with these new features or remain a separate option?

A: We don’t have any updates or anything to announce on this.

Q: Can you give some more detail on how the new version of responsive ads will work with pulling information from your web site? How will this work vs. DSA? Can you specify which pages should be used?

A: Later this year, RSAs will be able to create assets from your landing pages and other ads in your account. This will be opt in. Automatically created assets will show in the asset and combination reports. More here.

Q: With ETAs being sunset on 6/30, will we ever get insight into clicks, CTR, conversions, etc. for specific headlines & descriptions in RSAs? Or will it continue to only be impressions & checking which combinations Google shows most often

A: We don’t have any updates to announce – at the asset level, we’ll continue to show impressions along with asset performance labels – but look for more insights. The new asset audience insights, for example, will help show how text, image and video assets resonate with specific audiences.

PERFORMANCE MAX

Q: Will account level keyword exclusions be available to be applied to Performance Max?

A: Account level keyword exclusions for brand safety will be available for Performance Max soon. Stay tuned.

Q: When will the Google Ads API support Performance Max in API?

A: The Google Ads API supports Performance Max campaigns. You can find details here.

Q: Are there any plans to decrease the learning period for Performance Max max from the current 4-6 weeks suggested?

A: Generally, we do recommend running Performance Max campaigns for at least 6 weeks to ramp up and have enough data to compare performance, but learning periods can vary. We recognize that learning periods represent a shift in how campaigns using automation work and often means having to educate and reset client and stakeholder expectations.

Q: When will there be real transparency on PMax?

A: I think it’s safe to expect Performance Max reporting to look different than what we’ve been accustomed to with other campaign types. That said, I know the team continues to focus on surfacing more and new insights for Performance Max and it’s still early days for Performance Max. Consumer interest  insights, for example, are now available for all Performance Max campaigns (plus Search and Shopping) to show themed search term performance changes in conversion value and search volume.

Q: PMax has a big focus on ad creative (images and video). How important is the creative in PMax especially if you’re running from a Shopping perspective?

A: Creative is important. With Performance Max, the idea is to be able to put the right creative asset combination in the right format in front of the right user at the right time to deliver best results. It is worth spending time on refining and testing your creative assets. However, machine learning can also ease the “creative lift” by auto-generating video ads, for example, from your existing image and text assets.

Q: Is PMax a window into where things are headed for Google Ads?

A: We are continuing to invest in automation and machine learning. We are seeing more complex customer journeys, more of the “intuitive shopping” moments that Bill Ready discussed during the keynote, as well as the need to adapt to a changing privacy landscape. Automation can help anticipate where and when consumer journey points will happen and power measurement solutions that help fill in the gaps when data isn’t available.

COMMERCE

Q: Any idea when the direct to cart shopping feature will be available to other retailers late 2022, 2023?

A: With “Checkout on Merchant” users will be able to tap a checkout option and go directly to the cart on the merchant’s site. This will pilot in the US across Google & YouTube in the coming months.

Q: When will the loyalty program roll out to non-ecom brands?

A: We don’t have anything to announce on that, but I will pass it along to the team.

MISCELLANEOUS

Q: I noticed you didn’t mention Video Reach campaigns, is google planning to sunset those?

A: Video Reach Campaigns are alive and well. They’re designed for reach and awareness goals and can use skippable in-stream ads, bumper ads, and non-skippable in-stream ads. You can learn more about Video Reach Campaigns here.