Having just returned from the Google Ads Display Summit 2019 in Dublin, hosted at Google’s vibrant offices, I’m brimming with new insights and strategies that are already reshaping how we approach digital advertising, particularly in the travel sector. For those who couldn’t attend, I’ll walk you through the key takeaways, as well as highlight why these types of events are invaluable for professionals looking to stay at the forefront of digital marketing.
Why Google Display Ads are Essential
One of the most striking points made during the summit was that 96% of online time is spent outside of search engines, emphasizing how critical it is for businesses to leverage Google’s Display Ads (GDA). This enormous reach spans websites, YouTube, Gmail, and social networks—virtually everywhere your potential customers are spending time online. This alone underlines why GDA is essential for anyone looking to grow their brand visibility and drive conversions in today’s increasingly competitive digital landscape.
Key Features of Google Display Ads
The summit covered several game-changing features of GDA, particularly for travel advertisers:
• Audience Signals: Google’s predictive technology helps advertisers target the right audience segments at precisely the right time.
• Dynamic Remarketing: Automated creative ads re-engage visitors based on their previous interactions, showing tailored ads designed to drive conversions.
• Smart Display Campaigns (SDC): A fully automated, machine-learning-powered feature that optimizes targeting, creative, and bidding, delivering up to 20% more conversions.
• Discovery Campaigns: Introduced in 2019, this feature allows advertisers to deliver visually compelling ads across Google’s high-engagement platforms like YouTube and Gmail.
Automation and Machine Learning: The Future of Display Ads
Automation and machine learning were a focal point of the summit. Google has developed sophisticated tools to handle bids, creative selection, and audience targeting automatically, which drastically reduces the manual effort involved in running campaigns while boosting performance. For example, Smart Display Campaigns offer not only automation but also improved results—up to 20% more conversions, according to Google.
Insights for the Travel Sector
A special focus was placed on travel businesses, as they benefit significantly from dynamic remarketing and personalized ads. The case study of AirAsia was particularly enlightening: by utilizing Discovery campaigns, AirAsia achieved a 2.5x increase in bookings compared to social media ads, while also reducing the cost per booking by 29%. This shows the tangible impact that properly executed GDA strategies can have on businesses in competitive sectors.
Agenda Highlights: What You Missed
Day 1 kicked off with some truly insightful sessions, starting with the “See, Think, Do, Care” framework discussed in the M&M Direct story. This was followed by a customer panel featuring leaders from Envato, Digital Virgo, and Blue Butterfly, who shared practical insights on how they’ve leveraged GDA to reach their audiences. The afternoon featured breakout sessions, including “The Chemistry Set of Automation”, which explored the nuances of using automation in display campaigns.
Day 2 offered even more hands-on learning, with standout sessions like the “Creative Toolkit”, showcasing tools and techniques for building eye-catching ads. Attendees also got to interact directly with Google’s product experts at the Display Science Fair, and the day concluded with a look ahead at how to reach audiences in a changing digital ads ecosystem.
Why You Should Attend Events Like This
- Exclusive Insights: Attendees were among the first to learn about new Google products like Discovery Campaigns and the latest developments in automation and machine learning. Staying ahead of the curve is crucial in the fast-moving digital world.
- Networking: With professionals from all over the world, the summit provided a unique opportunity to connect with leaders in the industry. The evening event at Café en Seine was the perfect setting to build relationships and exchange ideas with like-minded professionals.
- Hands-On Learning: Interactive sessions like the Display Science Fair and Creative Toolkit allowed attendees to dive deeper into Google’s tools, with direct guidance from experts. These practical experiences offer knowledge you simply can’t get from a webinar or online course.
- Strategic Focus: The summit wasn’t just about Google products; it also emphasized long-term strategic thinking. Whether it’s using attribution to measure success across devices or mastering audience insights, the event gave a comprehensive view of how to craft winning display ad strategies.
Final Thoughts
Attending the Google Ads Display Summit was an invaluable experience, providing a wealth of knowledge and networking opportunities. The insights gained will certainly give advertisers a competitive edge, particularly those in the travel sector, but the lessons are broadly applicable across industries. For those who couldn’t attend, I hope this recap provides you with useful takeaways and underscores the importance of participating in future summits.
Attending these events is about more than just staying current—it’s about future-proofing your marketing strategies in a world that is becoming increasingly reliant on automation, machine learning, and data-driven decisions. Don’t miss out on the chance to learn from the best and network with industry leaders at future Google summits!