Google Doesn't Comment About Ad Fraud During Google Marketing Live 2018 Keynote

2018-08-22

Highlights:

  • They’re pushing machine learning to get businesses to deal directly with Google vs using middlemen like agencies
  • Google Adwords is now Google Ads
  • “X near me” searches have increased 10x
  • Youtube Form Ads coming soon
  • cross-device reports and remarketing in Google Analytics (more comprehensive view on how visitors access your site across devices.
  • Smart Campaigns; Basically Google’s attempt to eat into agency profits by expanding on Google Adwords Express. Smart Campaigns is basically Google Adwords Express with expanded features like website/landing page builder.
  • Mobile has enabled shoppers to become more research obsessed
  • In any 48 hour period, over 80% of Americans are shopping for something
  • Automatically build product feed now for Google Shopping Ads using Automated Feeds
  • New type of shopping campaign called Smart Shopping Campaigns; runs shopping ads across Google’s Major Properties and includes display remarketing
  • Integration w/ Shopify and Google Shopping Ads
  • 3 in 4 people who conduct a local search on their smartphone visit a related business within 24 hours; by optimizing for online revenue alone, you might miss out on these other opportunities, like finding new customers that start online and then go into the store.
  • 2 new goals coming; driving store visits and new customer acquistion
  • Introducing new dedicated campaign type; Local Campaigns for driving store visits.
  • Dedicated campaign type for Hotels; Hotel Campaigns
  • For better collaboration they announced Google Marketing Platform; It unifies their advertising and analytic platforms into a single solution.
  • Analytics 360 suite (includes Optimize, Surveys, Data Visualization) is now apart of the Google Marketing Platform.
  • SearchAds 360 replaces DoubleClick Search; helps you plan, buy and measure search ads on Google and other SE’s.
  • Display and Video 360 brings together features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center.
  • Display and Video 360 allows you to manage your display, your video, your TV, audio and other advertising channels in one place.
  • Google Marketing Platform has new Integration Center for connecting Google Tools and 3rd party tools
  • Google Marketing Platform will start rolling out in the next few weeks.
  • Introducing Google Measurement Partners
  • 60% of clicks for Google Retail Advertisers come from Google Shopping Ad Format

They don’t happen to comment on the growing issue of ad fraud, which is why I still don’t recommend Display Ads for those with a limited budget:

Adobe inspected traffic across thousands of its client sites and found that 28% of the traffic showed “non-human signals” indicating that it was fraudulent. Bob Hoffman of The Ad Contrarian calculated, based on this fact, that ad fraud may reach $66 billion in 2018, which is 10 times more than the $6.5 billion predicted for 2017 by the ANA.

Google supposedly reimburses any clicks it considers to be click fraud but how can we be sure how accurate they are?

I realize Google Search Ads aren’t perfect either but click fraud has generally been more of a problem with banner ads showing on display networks than it has on the Google search engine. Also, I’ve personally seen the results of a successful Google Search Ad campaign, so I know the traffic is mostly real.

It’ll be interesting to see if new players in the space like Brave & BAT can help make display network ads work again for publishers and advertisers.