Google announced they will be expanding their e-commerce efforts and Ads toolbox. As a result, consumers will have more access to these tools like customer match and Performance Max. A tool is beneficial for most advertisers as it is a performance tracking platform. 

Since the release of Performance Max to thousands of advertisers, the way Ads are being bought in Google has changed. Despite the tool currently in beta testing, it is Google’s fully automated mechanism to purchase their ads. With this success, the company plans to release more advertisement formats, with their focus on location-based ad formats. The new formats include  Auto Suggest ads, Navigational and Similar Places ads. 

Google is also looking to expand its retailers using their platform. With building inventory (retailers) being their highest priority in the marketplace. To do this they are continuously looking for ways to engage shoppers and marketers.