Start with the Customer Intent: Across Google’s keynotes, the consistent message has been – We have a lot of user data and we want to convert them into capabilities that provide experience. With the introduction of custom intent audiences , Google identifies customer intent based on search behavior and looks at developing your ad campaign to reach the ideal audience looking for a certain product or service. For your campaign list down creatives, keywords and landing pages for the entire customer journey. Make sure all URLs are available for unauthenticated users and you have conversion tracking in place on your website.
After the hard work is done, sit back and watch the machine learning look-alike algorithms to find similar audiences and expand reach by 50% (estimated) with the same investment.

Strive for Connected Experience:  New capabilities such as Discovery Ads & Ad Gallery provide more visual storytelling opportunities for brands. It means more engaging swipeable image carousel for the right consumer and more mishaps of “why am I seeing this”- for the user.
To prevent transforming your time & money investments into bounce rates start talking with your UI/UX teams about asset reusability.  Apologies for jargonizing this but when setting up your campaigns discuss with your website teams about reusing images from the landing page to your ads. Hence when users click on your ad, lands on your product/service page it appears seamless and drives them to complete their intent.

Keep Desktop Close, but Mobile Closer: Mobile can continued to evolve into lot many things than a wireless talking device.  With products such as Google Assistant and Discovery, these folks are leading the charge to help better human experience in exchange for reach to more devices. On the same lines, Google Ads will now support app deep linking from Google search and across all other ad formats (Breaks into a dance while typing this!!) <insert dancing emojis here>
Going forward drive your potential customers directly to the mobile app where they have shipping & billing details already available. Expect conversion rates to multiply with this strategy and opportunities to improve app experiences based on user fallouts.
Additionally, start using Firebase & Google Ads together with no code additions you can import conversions from Firebase for audiences and remarketing. Later you can bring conversion events setup in Firebase to align your performance strategy across platforms.

Video, Video, Video: 3 simple steps to drive success with your videos –
Step 1: Connect with your YouTube owner/admin/manager or login if you have the rights
Step 2: Find videos with most views and/or most effective in storytelling about your brand
Step 3: Determine moments in your ad, such as a happy ending with your product or a happy customer review with your service. Talk to your video team, they know what I am talking about. Convert these moments into YouTube videos and add them to your video campaign as bumper ads.
With reported 107% higher ad recall and 134% higher intent, Google brings back the unskippable 6 seconds – bumper video ads. Known to be effective on mobile when users watch on the go, the opportunities to tell stories about your brand without annoying the user are unlimited

Enable Shopping 360: As the fight between brick & mortar vs digital continues, your customer out there is searching for your product on their smartphones. They can order them online or drive to your retail store about .3 miles away. Customer purchase can happen anywhere and as a business you need to ensure there are no friction between customer intent to final purchase.
Google understands search queries indicating customer intent to purchase and provides options to complete the purchase from Google Shopping to local campaigns for your retail stores. After ease of discovery, ensure ease of purchase or your customer’s going to buy somewhere else.