Google Marketing Live is an annual Google event where they unveil newest products and get you insight on what to look out in the future.

We know today’s consumers are more curious than ever. And as a result of mobile, they are able to get what they want, when they want it. Indeed, being on the go no longer means being out of reach.

For businesses, this creates even more opportunities to connect with current and potential customers—on and offline.

One thing was clear from the July 2018 branding shift and message change: They want to make it easier than ever before to run ads and be successful with Google Ads. And they are delivering on that goal.

Last year’s keynote emphasized transparency and trust. While those tenets were still very much in play this year, and while machine learning once again came to the fore, the core message was simple: Be responsible, be there, and be useful.Deliver relevant ad experiences to the right people at the right moments—all while being respectful of their privacy preferences.

changes in google ads

What changes are coming to Google Ads

1. Feed-based advertising gets a facelift with Discovery Ads

They’re introducing a new way to advertise on it. Discovery ads provide an open canvas for advertisers to engage consumers in a swipeable image carousel. Discovery ads offer plenty of reach—you can serve them across the YouTube home feed, Gmail promotions tab,  and the feed in Google Discover. They also leverage machine learning to, over time, deliver the best ad to your prospects.

2. Immersive creative comes to the search network with Gallery Ads

Like Discovery ads, Gallery ads exist in the carousel format and allow consumers to seamlessly swipe through your image creative. Unlike Discovery ads, they sit at the top of the search results page. That means advertisers now have the ability to not only show ads to prospects at the precise moment they’re searching for keywords related to their products or services; but show those same prospects the kind of legitimately immersive image creative that is going to induce clicks.

3.Big improvements to smart bidding

Smart bidding, otherwise known as auction-time bidding, refers to Google Ads’ use of machine learning to optimize your bids for conversions or conversion value.

4. YouTube bumper ads for everyone

Residing snugly in the Google Ads interface, the bumper machine is a handy new tool that can turn any video shorter than 90 seconds into a collection of YouTube-ready bumper ads. It’s slated to roll out later this year at no additional cost to advertisers. Plus, it comes with a suite of basic editing tools that give you total control over the final products.

5. Custom affinity + custom intent = custom audiences

Case in point: Google is merging custom affinity audiences and custom intent audiences to create, quite simply, custom audiences. A key difference between this and a Facebook custom audience, of course, is Google’s direct access to search data.