Desirea Calvillo, Sr. Product Marketing Manager, Search @ Kenshoo
Google is hosting their biggest event of the year – Google Marketing Live. And Kenshoo has been closely following and working with Google on a number of the products being talked about and announced, examining every detail.
What do we think will matter most to you and your SEM team? Read on to find out…
Key themes from the keynote included Simplification and Efficiency. Kenshoo’s SEM customers understand the importance of this as few marketing channels that are more time-consuming or more demanding of analytic insights. Google’s announced product re-branding, new shopping campaigns, hotel campaigns, plus a few new initiatives that were extensions of previous announcements or in areas outside of search like YouTube.
In detail, Google’s major announcements included:
As always, we love to see what our publisher partners announce and Google Marketing Live did not disappoint. Several of Google’s ad format updates look promising, and a host of product and campaign simplifications for SMBs will hopefully continue to spread the execution of search campaigns to more brands. We look forward to discussing how these new capabilities can be augmented by Kenshoo’s platform and our own unique audience-targeting and performance-focused roadmap.
It will be worth watching as Google brings its Enterprise and SMB platforms closer together, to see how well they continue to specialize and solve for the enterprise use-case. Machine Learning and Automation are positive forces but have a risk of leading to less transparency and less degrees of freedom for advertisers as publishers tout everything is being done behind the scenes. With best-in-class advertisers more focused on understanding incrementality, tailoring their approaches to their specific audiences and strategies, and coordinating with the rest of their marketing efforts for maximum impact, it will be important that these specific use cases for larger advertisers are listened to and also developed.
Kenshoo’s focus remains the same: to help you connect with your consumers across all the touchpoints that matter to them. You can count on Kenshoo having the objectivity of a third party to help you make sense of all your options and invest in areas with the highest value. And you can count on us to focus on the Enterprise use case, specializing in the needs of forward-thinking advertisers that want to get the most out of their marketing dollars.
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