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Ads Innovation Keynote with post show featuring product deep dives, Q&A and more

Ads Innovation Keynote with post show featuring product deep dives, Q&A and more


Please find your seats. Ladies and Gentlemen, Please
Please silence your Our program will begin
momentarily… Francisco, California, it’s
Google Marketing Live. Advertising and marketing
professionals from around the world gather to hear all of the
latest digital marketing trends and innovations.
Hi, everyone, and welcome to Google Marketing Live 2019, I’m Katie
Hamilton here at Google. SEAN QUADLIN: We’re thrilled to
welcome you back to our biggest ads and marketing event of the
year. KATIE HAMILTON: Sean, this is
like the super bowl for Google ads, isn’t it? SEAN QUADLIN: It kind of is.
Stay tuned. In a few minutes, Philip
Schindler will unveil more than 15 new digital marketing
innovations to help you connect with consumers and grow your
business. KATIE HAMILTON: Join our
conversation and ask us questions about what was
announced today during the live show using #askGoogleads, and after
the event, we’ll answer as many questions as we can. SEAN QUADLIN: Stay tuned after
the keynote, this week, we’re packing the show with a bunch of
important information. And ten additional hours of content over
last year. KATIE HAMILTON: We’ll go behind
the scenes to see how the products announced today were
developed by the people that made them, the product managers
and the engineers. They’ll share inside tips on how
to get started and how to set your business up for success. SEAN QUADLIN: We can’t wait to
share all of this with you. The keynote is about to start. We’re
going to grab a seat for ourselves. KATIE HAMILTON: Come back here
for the post show where we’ll deep dive into the Google
announcements that are about to be revealed. The main keynote
starts right now. [ Music ] So that’s what happened to me,
I’ve. SPEAKER:
Please Please welcome to our stage Senior welcome to our
stage, senior Vice Vice President Philip Schindler. President, chief business
[ Applause ] PHILIPP SCHINDLER: Good
morning.officer, Phillip Good afternoon, good evening.
Whatever time zone you are in. Schindler.Good morning, good
afternoon, good evening, whatever time zone you are in.
Welcome to Google Marketing Live. Live, today! [ Applause ] [ Applause ]
It’s great to see all of you here with us today. here with us today. Over 5,000
in the room from over 68 Over 5,000 in the room from over 68
countries and tens of thousands more countries and tens of
thousands more tuning in over the livestream.tuning in over
the live stream. And you’re joining us from all
over the world. I’ve heard we’ve had folks here from Brazil.
Anybody here from Brazil?I’ve heard we have folks from Brazil.
Anybody here from Brazil? How about the United Kingdom?
How about the united How about Japan? Let’s pick another one.
How about Japan? And, of course, my home country
Germany. [ Applause ]
That’s a lot of Germans in the room.That’s a lot of Germans in
the room. Let’s see if we can beat German enthusiasm. Let’s
see if we can beat German enthusiasm. Anybody here from
the U.S.? Anybody here from the US? hello and welcome to all the
other [ Cheers ] countries joining us today.
Big hello and welcome to all of the other countries today. Let
me be the first to say thank you, thank you for your
partnership, for Let me be the first to say Thank You.
entrusting us with a role in growing your business. It is a responsibility we take
very seriously. We appreciate you’ve made the
time to be here. And now, our number one priority this And our
number one priority this week is week is to listen and engage
with all of you.to listen and engage with all of you. It has
been a busy couple of weeks for us at Google. It has been a busy
couple of weeks for us at Google. Two weeks ago at Brand
Cast, we Two weeks ago at Brandcast, we celebrated the
amazing creator, celebrated the amazing creator, entertainment
and music content entertainment and music content on on YouTube,
and shared new ways for marketers to reach consumers
directly.YouTube, and we shared new ways for marketers to reach
consumers directly. Last week, we were at I/O.
Last week, we were at I/O. We shared ways we’re making
Google more helpful for everyone.helpful for everyone.
This idea of building for everyone cuts This idea of
building for everyone cuts across everything we do.across
everything we do, whether it’s Whether it’s new devices, new
features New devices, New features, Or bringing or
bringing AI privacy, security and AI, Privacy, Security, And
accessibility to everyone. accessibility to everyone.
This drives not only how we build This drives not only
how we build for consumers, but also how we build for marketers,
for all of you.for consumers but also how we build for marketers,
for all of you. And now, we’re here at Google And now, we’re
here at Google Marketing Marketing Live, so let’s talk
about what Live, so let’s talk about what all of all of this
actually means for you.this actually means for you.
We see three meaningful evolutions – We see three
meaningful evolutions.some call them revolutions – heading our
way. Some call them revolutions heading our way. First, as you all know, smart
devices are emerging all around us.are merging all around us. But what’s new is that our
interaction But what’s new is that our interaction with these
devices is becoming a lot more natural.with these devices is
becoming a lot more natural. Digital assistance are a big
part of this.Digital assistants are a big part of But not the
only drivers. this, but not the only drivers.
Even our search products sees a lot Even our search product
sees a lot more natural, conceptual questions that we can
now answer.more natural conception And this is playing
out across conceptual questions we can answer.multiple surfaces
– phones, cars, TVs, speakers, and many Phones,
cars, TVs, speakers and many other device types.other device
types. The challenging part is that as The challenging part is
that as consumers move to smaller screens and consumers
move to smaller screens and surfaces, they expect you to
deliver surfaces, they expect you to deliver higher quality
results. higher Look at the desktop.
quality results. Look at desktop, there’s space for a
There’s space for a lot of links.lot of links. Look at
mobile. Look at Mobile, a lot less space. And the smart
speaker, there’s probably A lot only room for a couple of
answers.less space. Then look at the smart speaker. There’s
probably only room for a couple of answers. The quality of these
answers, whether whether they’re organic or commercial
experiences – needs to be significantly higher.they’re
organic or commercial experiences needs to be
significantly higher. what we will also see is a We
will also see a variety of input and variety of input and output
factors output factors emerging for all of the interactions.
emerging for all of these One of our predictions is that a
One of our predictions is that a major major use case will be
voice in, image out. As an example.use case will be voice
in and image out. As an example, if you ask the Google If you
ask the Google KP Google Assistant to show you Iron Man
costumes, Assistant to show you Iron Man
costumes, you don’t want the speaker to read you don’t want
the speaker to read out the helmet are red or the boot are
this shade of rust.out descriptions like, The helmet
has red and gold stripes. No, it’s much better to see the
results displayed as you think about how much of an Avenger you
want to be.displayed as you think about how much of an
Avenger you want to be. Or not. And we should be able to
predict And we should be able to predict what’s the best
display around you, what’s the best display around you whether
it’s your phone, smart display, or even TV.whether it’s your
phone, smart display or even TV. Or take the example of voice in
and augmented reality out. Ask the assistant about that car
you’ve been eyeing.Ask the Assistant about that car you’ve
been eyeing. Of course, you can check it out in 3D and see it
from all angles. And now, you can even place it
in But now, you can even place it in the the physical world,
park outside your physical world, parked home and see whether it matches
your outside your home, and see whether it Iron Man costume.
matches your Iron Man costume. You’re probably thinking, that’s
great.yourself — that’s great, but what’s the best way to get
ready for this? But what’s the best way to get ready for this? The answer is stay close to the
evolution of Mobile.The answer is — stay close to the
evolution of mobile. By the way, this especially includes And by
the way, this especially includes the basics – like site
the basics, like site speed and ease of speed and ease of use.
use. Mobile is and will continue for a long Mobile is and will
continue for a long time to be the number one platform for time
to be the number one platform for consumer engagement.consumer
engagement. And most of these innovations will be keyed off
the mobile experience. And most of these innovations will be key key of the Mobile
experience. Keep in mind, every year,
trillions are trillions of searches all over the world on
Google and more than half of of searches all over the world on
Google and more than half of the searches those searcheshappen on
Mobile devices. happen on mobile devices. And by the way, the
Google Assistant is And by the way, the Google Assistant is
already on more than a billion devices worldwide.already on
more than 1 billion devices worldwide.products work on
mobile, you’ll be ready If you stay close how the products work
on Mobile, you’ll be ready for what comes next.
for whatever comes next. The second revolution is in Machine
The second revolution is in machine Learning.learning, but
you didn’t But you didn’t come all this way to learn that. come
all this way to hear that.What’s new, and actually quite What’s
new and fascinating is the speed fascinating, is the speed at
which machine learning is improving – driven by advances
in cloud computing, at which Machine Learning is advancing,
driven by advances in Cloud computing on-device hardware,
and new neural network architectures.and neural network
architectures. Let me give you a few examples. Three years ago, the Google
Assistant could barely complete a simple task, could barely
complete rather simple like search the web, check the
weather, tasks like search the web, check the set a kitchen
timer. weather, set a kitchen Today, it
can reserve a car for you, Today, it can reserve a car for
you, get get a table at your favorite restaurant a table at
your favorite restaurant, and pick and pick the best vacation
photos based on advance image recognition technologies.
the best vacation photos to share with friends based on
advanced image recognition technologies. Another
example. Three years ago, computer vision
could barely tell the difference between a cat and a dog. A few
years ago, it could barely tell a And indeed, sometimes it can
be hard.difference between a cat and a dog. Indeed, sometimes it
is a bit hard. Today,complete a simple task, like search the
web, check the weather, set a kitchen timer. Today, it can
reserve a car for you, get a table at your favorite
restaurant and pick the best vacation photos based on advance
image recognition technologies. Another example. A few years
ago, it could barely tell a difference between a cat and a
dog. Indeed, sometimes it is a bit hard. Today, you can point a
phone’s camera camera at your dog – andat your
dog and, BAM, Google Lens tells Bam!Google Lens tells you
everything you need to know about its breed.you everything
you need to know about this breed. Or take the example of
translation. Three years ago, you had to manually enter every
Texline by line to translate something.translation. Three
years ago, you had to manually enter every text line-by-line to
Today, you point a camera at anything translate and you can
read it as if you were written in your P own language.
something. Today, point your camera at
anything and you can read it as if it were Your phone can
even say it back to you if you would like.written in your own
language. Your phone can even say it back to you if you’d
like. This is language processing, computer vision,
Mobile search all coming together. The good news is that
we’re bringing these advances in machine learning to these
advances in the Machine Learning our ads products to make them
more to make them more helpful and relevant helpful and
relevant for consumers, and for consumers and easier to use and
even easier to use and even higher performing higher
performing for all of you.for all of you. And in just a while,
you’ll see how. And in just the while, you’ll
see how we do this. And this brings me to the third and the
final point – the significant change in user expectations for final
point, the significant change in privacy.user expectations for
privacy. Privacy has always been one of our top Privacy has
always beenpriorities. And that’s why our teams have been
one of our top priorities.That’s why our teams have been working
working incredibly hard on technologies incredibly hard on
technologies that deliver user privacy in new, more powerful
ways.that delivery user privacy in new and and more powerful
ways. Things like federated learning
which which runs machine learning on-device so runs
Machine Learning on the device so that the data stays there –
and stays private, while still benefiting from the the data
stays there and stays private key learnings in a privacy
sensitivewhile benefitting from the key learnings way.in a
privacy sense of a way. In nowhere is this more critical
than And nowhere is this more in marketing.critical than in
marketing. We have a shared responsibility to make We have
a shared responsibility to make this work for users.this work
for users. And not just for users, but also for the
ecosystem. And not just for users but also
for Because always keep in mind, it is the ecosystem.this ecosystem
that supports a free and Because always keep in mind –
it’s this ecosystem that supports a free and open web for
everyone.open web for everyone. Over the last 12 months, my
colleagues and I have had the chance to Over the last 12
months, my colleagues meet with many of you and I have had a
chance to meet with here with us today.many of you here with us
today. You’ve told us how these three Told us how these three
evolutions or or revolutions – are having a major revolutions
are having a major impact on impact on every part of every
part of your marketing process. your marketing process. So
let’s look at the top four areas that will be impacted. So let’s
look at the top 4 areas that Number one, gathering insights.
Number one – take gathering insights.Machine learning has
enabled us to Machine Learning has allowed us to make process
data and make decisions at a decisions at a scale and process
data scale unimaginable just a few years ago.unimaginable a few
years ago. Bidding. One example of this is
obviously Smart Where every second, we make millions of bid
changes to maximize your results, Bidding.and it works
like a charm. As technology helps to take care of But as
technology helps to take care of mundane tasks, there is a black
box effect. mundane tasks, there’s a black
box effect. How do you uncover and apply the How do
you uncover and apply the learnings that the machines are
generating?learnings that the And that’s why you have told us,
give machines are generating?me more insights that I can act on.
That’s why you’ve told us — give me more insights that I can act
on. So today, you’ll hear about new
ways we’re surfacing insights for your we’re surfacing
insights for your marketing. Like, what the full path to
conversion What the full path to conversionlooks like and which
customers are most valuable. Let’s look at the next step
in your marketing value chain, managing your looks like, and
which customers campaigns.are most valuable. Let’s look at
the next step in your As people interact with more surfaces,
complexity is going through the roof.complexity is going through
the roof – so your planning tools have to keep up. Your
planning tools have to keep up. But too often, we make you work
on a But too often, we make you work on a channel-by-channel
basis.channel by channel basis. So what you’ve told us is, hey,
make my life easier and my team’s life
easier. make my life easier – and my
Many of you said, my team’s life easier.Team’s life easier. Give
me ways to plan by customer Many of you said my team’s life
easier.instead of by channel. Give me ways to plan by customer
In a few months, in a few moments, instead of by channel.
hopefully, not in a few months, we will In a few months — in a
few moments, show you how to access more inventory actually,
not a few months, we’ll show across channels with a single
click. And this will make it a lot easier to you how to access
more inventory across reach channels with a single click.
This will make it a lot easier to reach people across Google
surfaces of today, and scale to the surfaces of tomorrow in
people across the the privacy sensitive way.Google surfaces of
today and seamlessly scale to the surfaces of tomorrow in a
privacy-sensitive way. Number three, creative. As I mentioned
earlier, user expectations for your creative are higher than
ever. Creative. As I mentioned
earlier, user expectations for your creative are You’re
still spending too much time higher than ever.mixing and
matching to create relevant But you’re still spending too much
time ads . You’ve told us, give me more
ways to mixing and matching creative assets to create
relevant ads. So you’ve told us – give me more ways test and
tell a story using the assets I have. And I think you will be
pleased with to test and tell a story using the assets I have.
what you will see today. I think you’ll be pleased with what
you’ll see today. We’ll show you new ways to transform your
creative assets into relevant and your creative assets into
beautiful experiences, at scale. And finally, the fourth piece of
relative and the way marketing is measured must change.
We’ve heard you say it loud and The way marketing is
measured must change.clear many, many, many times. We’ve heard
you say it loud and clear and many many times — Give me
better ways to measure impact give me better ways to measure
impact while obviously protecting user privacy.while –
obviously – protecting user privacy. Trust me – no one likes
a better ROI No one likes it more than we do.more than we
And we want you to have full visibility.do. And we want you
to have full visibility, because we bet on our media We bet our
media and platforms and platforms delivering
best-in-class delivering best in class every single day.ROI every
single day. But it’s in all of our interests that It’s in all
of our interests that we get there while ensuring the highest
bar for user privacy. we get there while ensuring the
highest bar for user privacy. So, yes, it might take longer
for us to So, yes, it might take longer for us to deliver
the measurement tools that deliver the measurement tools
you need.you need. Doing this right is very hard, even for
some of the best computer scientists in This is very
hard, even for some of the best computer scientists in the
world.the world. But know that we’re committed to Know we’re
committed to finding finding solutions that work for all of
you whether you’re an advertiser, solutions that work
for all of you agency, orwhether you’re an advertiser, agency, or
technology provider. technology provider. That’s why we are
heavily investing in We’re heavily investing in measurement
measurement products like Google built with privacy at their
products like Google Analytics and Data core.Hub.
I think you will like what you see I think you will like
what you see today.today, but – super honestly – it won’t fully
satisfy all of your needs. But super honestly, it won’t fully
satisfy all of your needs, yet. Every innovation you will see
here today is a result of your feedback.today is a result of
your feedback. Like I said at the start, we’re here to Like I
said at the start, we’re here to listen and engage with all of
you.listen and engage with all of you. That’s why we’ve built a hundred
That’s why we’ve built a 100,000 square thousand square foot
sandbox downstairs foot sand box downstairs where you can where
you can demo our latest innovations.demo our latest
innovations. We have more than 500 product
experts We have more than 500 product experts on hand to
give you a behind the on hand to give you a behind the scenes
look, over 500.scenes look. Meetings already scheduled with
each of And meetings are already scheduled with each of
your account teams to go deeper. your account teams to go deeper. So please, tell us how we’ve
done, ask with your asks.us the tough questions, don’t hold
back. And challenge us to do better. Ask us tough questions.
And challenge us to do better. And with that, I would like to introduce you to a friend and
colleague on search algorithms. he
literally wrote the textbook on He holds twenty patents. This is
his first time appearing on stage at Google Marketing Live
and I search algorithms and this is first time appearing onstage
at Google Marketing Live.know he’s excited to give you all a
first look into the latest innovations behind our Ads. And
he’s excited to give you the first look into the latest
innovations behind our ads, our senior vice president of
President of Google Ads, Prabhakar Raghavan!Google ads. Prabhakar Raghavan. [ Applause ] PRABHAKAR RAGHAVAN: Good
morning. Good morning.and welcome to Google Marketing
Live. Welcome to Google Marketing Live. It’s a beautiful
morning in San Francisco. This is my first time speaking at
this event and I’m so excited to be here. So thank you all for
joining. At this event, And I’m so excited to be
here. So, thank you all for joining me. From the very
beginning, Google’s focus has been on building products that
From the very beginning, Google’s focus deliver every day
helpfulness.has been on building products that deliver everyday
helpfulness. Speaking of the beginning, it’s been Speaking
of the beginning, it’s been over 20 years since I’ve first met
Google founders.over 20 years since I first met Google We
were all doing research on search algorithms.
founders Larry and Sergey at Stanford. So they started
Google and suggested I join their company. We were all doing
research on search And I said, no, you guys will never make any
money.algorithms, so they suggested I join their nascent
company. I’ll never forget their
response.I’ll never forget their response. You’re We’re going to
create the best “We’re going to create the best search search
engine in the world and reinvent AI.engine in the world and If
we succeed, everything else will follow.
reinvent AI. If we succeed, everything else will follow.I
shook my head in disbelief. I shook my he’s in disbelief and
it and it was years before I saw the light and joined Google.was
years before I saw the light and joined Google. I came to realize
that sometimes the best opportunities the best
opportunities lie in building novel solutions to all problems,
especially when those solutions address novel solutionseveryday
needs. To old problems. Especially when those solutions
address everyday needs. Inside
Google, we call this the toothbrush test. Is it something you’ll use one
or twice every day. Does it make your life better?” “Is it
something you will use once or That’s the question I found the
lady twice per day.asked for every product we built. And does
it make your life better?” That’s the question our founder
Larry asked For every product we built. We did the same thing when I was reading Google Apps before I
moved to leading Google Apps, before moving to Ads seven
months ago.advertising seven months ago. One of my favorite
examples is Gmail which has more than 1.which has more than 1.5
billion monthly active 5 billion monthly active users.
users. Gmail solved an old problem in a novel You see,
Gmail SOFL solved an old problem in a novel way, threaded way,
with threaded messages and the ability to search as opposed to
using folders to find things. messages and the ability to
search instead of using folders to find
things. There’s always more we can do. We’re corresponding by
email, spend a we spend a lot of time every day writing lot of
time every day writing mundane mundane responses, like, that’s
a great idea. Thank you. responses like, “that’s a great
idea,” or “thank you. That’s busywork, which leaves
less time Approve approved. for you to focus on what truly
matters to you. That’s busy work. So we created smart reply.
So we created Smart Reply. Gmail analyzes your incoming
email and Gmail analyzes your incoming email and suggests
three responses.suggests three responses. If you like one of them, simply
tap and send.If you like one of them, simply tap and send.
Today, over 10% of people Today, more than 10% of Gmail
users that reply to email each week
use Smart Reply, machine generated, human
approved.That reply to e-mail each week use Smart Reply. In
fact, our own development team has machine-generated but
human-approved.been caught sending smart replies to been
found sending Smart Replies to Smart Replies.smart replies.
Yeah. That’s a thing. Yeah. But there’s something magical
about the way innovations like Smart
Reply can Today, Google delivers this
everyday change the wayToday, Google delivers this everyday
helpfulness across eight properties with helpfulness
across eight properties with more than One billion monthly
active more than 1 billion monthly active users each.users
each. And we extend this We extend
the thinking to ads, as well. thinking to ads as well. We
believe ads should be helpful. We believe ads should be
helpful. ads that appeared in Google
Search results connected people with the things Back in 2000,
it connected people based they were Looking for based on the on
the key words they typed. keywords they used.
And Google Ads, or AdWords at the time, In Google ads, AdWords at that
time made it easy for anyone, including marketers even those
who had little or no online advertising experience to find
made made it easier for anyone to find customers on search. Now, today, those are
experiences look and feel different. More engaging,
seamless. Most importantly, they’re relevant. More personal. Let’s have a show of hands. How
many of you have spent time researching hotels in the past
three months? Quite a few of you. It’s a
tricky business. How many stars? How far away is it? HOUCHL How
much? Am I getting the best deal? When you look for hotels
on Google Search or maps, you see way more information .
Photos and views from across the web with a seamless and
immersive experience.web, all within a seamless
and immersive experience. Hotels and travel agents can
promote Hotels and travel agents can promote their room
rates, availability, and even their room rates, perks, all
within the loyalty member perks within the same experience using
a Hotel ad.same experience using a hotel ad. This makes planning
This makes planning and booking simple and easy for our viewers. and booking simple and easy for
our users. better than ever before,
enabling businesses to anticipate intent and Enabling
businesses to anticipate surprise and delight.create ad
experiences that surprise and We have so much more to do.
Consumers are constantly redefining their expectations.
And they turn to the devices throughout the day, they expect to move
seamlessly across the web and apps in a way that is
personalized, yet, respectful of their privacy.
They expect brands to understand their needs as they
change throughout the purchase journey. And they expect to engage with
more rich, immersive content like
images and video. Consumers are no longer
following a linear path. Even in the same category, journeys can
take many different shapes. To show you what I mean, let’s turn
our research and insights team. They analyze touch points
within customer journeys, consumer journeys for thousands of individuals who are
in a panel. I want you to meet Rose and Luke
that went on a recent journey. They included searches, video
views, page views. Over 68 days before renting
shadow of the classes. Luke had more than 550 touch
points over 28 days before finally
buying. When we look at the journeys
side-by-side, we see a lot of similarities.
But even more differences. What Rose looked across search,
websites and YouTube, the curiosity shaping the next touch
point. However, the frequency of these
touch points, the number of engagement
and the time it took to make the decision is fascinating to say
the least. Throughout the journeys, these
two gamers broadened the consideration site in unique
ways. Yet, Rose and Luke aren’t alone. These types of journeys are not
the norm regardless of the product or category. That raises interesting
challenges for marketers. In a world where the consumer journey is ever changeing how can we be
responsible and retain their trust throughout the journey?
How can we be there if we don’t know where they are in the
journey? And how can we be useful. Let’s start being
responsible. Your objective and ours, too. We
always want to do more for consumers. And with so many
touch points in their journey, an abundance of
information available for ads personalization. But it’s our
responsibility to use as little of the data as possible to meet
the expectations for relevance. Our experience shows that people
prefer ads that are personalized to their needs and interests but only, only if
those ads are for transparency, choice
and control. That means, users should be able
to easily understand how data is being used for ads, including
what data is being collected and who is collecting it. It means
that choices about ads personalization should be
respected. And any chance to bypass the attempts should be
avoided. For example, device
fingerprinting to collect data for advertising
does not allow transparency. The Google Ad Systems do not use
it. Nordo we let others bring
fingerprinting data into our advertising products. Finally, users should have
control of their personal data including who has access to it?
How long it’s stored and how long it’s used. The Google Account Pages,
account settings on your device make all of this easy. In fact,
last year alone, people visited the Google account pages more
than 2. In fact, last year alone, people5 billion times
where they can view, visited their Google account pages more
than 2.adjust,5 billion times where they can view, ads. And
we respect the preferences adjust, or opt out of ads
throughout the journeys. personalization It’s this user
first approach that And we respect those preferences
Throughout their journeys.allows Google to earn And maintain
trust allows Google to earn and maintain trust with users around
the world.with users around the world. My team and I will share this.
We will show you how product respects user’s privacy while
meeting the expectations for relevance. My team and I will
share with you today all carry this design principle at the
heart.users’ privacy While meeting their expectations for
relevance.Google’s understanding Of consumer intent To reach
people at the Right moments in their journey. combine Creative with technology
To deliver ad experiences That are useful and engaging. Lastly,
how you can combine creative technology to deliver ad
experiences that are useful and engaging. Let’s get started. Finding a new video game or
booking the best hotel, people turn to Google when they want to
learn or find new things. They browse YouTube’s home feed
for relevant, curated videos. And glance at the promotional
and social tabs in Gmail. Or on Google.com, they swipe
through the feed and discover to catch up on the latest trends
and news. As we saw with Rose and Luke, these moments and
opportunities for you to connect connect with your
customers early in the journey. In order to get them to take
action, you have to anticipate what they want and need. 85% will take action within 24
hours of discovering a product that meets their needs. Could
include reading reviews, comparing prices or purchasing
outright. Google enables you to do all of this. We’ll pull this all together
today, we’re super excited to announce discovery ads. This is
a new way to reach people across Google properties in the moments
most open to discovering your products and services. Here’s what you get out of the
box. First, the YouTube home feed. Gmail promotions tab and
discover these hundreds of millions of people in the
moments when they’re most open to finding something new. Discovery ads provide an open
campus to inspire users. carousel, and include additional
information to drive Action. Provide a diverse set of
high-quality creative assets and Google’s
Machine Learning magic will do the best. We’ll deliver the best
ad across each Google property to help you get discovered.
Finally, results.creative canvas With Google’s
understanding Of intent. anticipating what your customers
want and delivering the results you care about. Discoverying ads that are
already shaping and shifting the way the brands think about the
customer journey and what it means to their business. Please join me in welcoming
Textile to the stage. Roll the video, please. [ Music ] Ladies and gentlemen, please
join me Ladies and gentlemen, please join in having me. PRABHAKAR RAGHAVAN: So good to
have you here.having me. PRABHAKAR RAGHAVAN: Your team
was earliest beta users for discovery ads.one of the
earliest beta users for members, a base rapidly growing.
TechStyle serves more than 5 million members, A base that’s
rapidly growing. What makes you so different from all of the
other fashion brands out there? LAURA JOUKOVSKI: Textile
believes in products that are accessible to
everyone.affordable, Fashion-forward products that
are accessible for everyone. data and technology and I’m
happy to say it’s working really well across our through data and
technology. constantly looking for new
opportunities to scale. opportunities to grow And scale
our business. new opportunity to get in on the
early action.this new opportunity, to get in on the
early action.hear. PRABHAKAR RAGHAVAN: That’s great to hear.
But what was this opportunity that you and your team saw?
LAURA JOUKOVSKI: It probably comes no surprise, but
feed-based advertising as no surprise, but feed-based
advertising is on the rise. Here’s a surface where people
are declaring an opens to
discovering new things. Whether that’s world news, or
new shoes, they’re saying show me something new. Today, Google
has never really offered anything like this, which is why
Discovery ads is so compelling. But the magic sits where Google
has always excelled, and what’s
search. When you can understand what she’s looking for and show
her personalized discovering something new, that’s a win-win. PRABHAKAR RAGHAVAN: That’s an
interesting insight. I know it’s still early days, but how have
you defined success? And what advice would you give other
brands? LAURA JOUKOVSKI: I would say
through TechStyle, you get more budget, when you deliver
results. Discovery ads is one of our fastest growing new media
channels, which is exciting. We’ve seen about 25% lower cost
per lead on average compared to
certain channels. In terms of advice for all of
you out there, I would say creative matters a lot. We were very excited to see we
took channels.some of the feed ads we’ve seen work on Creative
mattersother properties and saw pretty instant success.
We’re happy, also, that you’re team I’m sure that goes
without saying. But for TechStyle, It’s been paramount
To our success.has helped us reach new audiences and assets
We know have worked On other really dig into that data.
platforms – and saw massive performance spikes. in helping us unlock new
Audiences And test creative. what’s working and why. So we can dig in together
throughout optimization.Then we can optimize to give her what
she wants. We can give her what she wants and that’s where we
win. So, we’re excited about Discovery and We’re excited
about Discovery and thrilled to be along for the ride. Thank
you.thrilled to be along for the ride. PRABHAKAR RAGHAVAN: Thank you
for sharing your experience. Look forward to catching up,
again. Thank you. LAURA JOUKOVSKI: Thank you.
[ Applause ] PRABHAKAR RAGHAVAN: Discovery
Ads are the perfect example of a product
built to solve the challenges you face each of a product built
to solve the day. Relevance, ad scale.Meeting consumer
expectations for personalization and relevance, at scale. This
new ad format will begin rolling out To all advertisers globally
Later this year.out to all advertisers globally later this
year. be there, Be useful, And be
responsible. Doing a lot more to be there, be useful and be
responsible. You’ll hear more about the
priorities today. Will unveil a set of tools To help you reach
your customers No matter where In a moment, Sissie, Anthony and
Nikki they are In their journey. will help you reach customers no
matter where they are in the journey. And then introducing
new experiences that make it faster and easier for consumers
to find what they need.Oliver will introduce new experiences
that make it faster and easier for consumers To find what they
need. And finally, sharing new ways for for you To drive growth While
building consumer trust.you to drive growth while building
consumer trust. Thank you and please join me in welcoming my colleague, Sissie
Hsiao to the stage. Thank you. welcoming my colleague Sissie
[ Applause ] Hsiao to the stage. [ Applause ] SISSIE HSIAO: Thanks. And good
morning, everyone. SISSIE HSIAO: Thanks, Prabhakar, and
good morning, everyone. I’ve always thought that video games
I’ve always thought games And computers were cool.and
computers are cool. And that love for computer science is
what brought me to Google. brought me to Google. One of my
favorite parts of working at One of my favorite parts of
working at Google is the fact that I get to work Google is the
fact that I get to work with great teams to build products
that with great teams to build products that will have a
tremendous impact on both will have a tremendous impact on both
consumers and businesses. consumers and businesses. And
that means, building products And that means building products
for for you to be there for your consumers you to be there for
your consumers wherever they are on their journey and wherever
they are on their journey and especially, on Mobile.
We think that starts by helping you We think that
starts by helping you get more of your content to the search
get more of your content to the search results page faster.
results page faster. Our research shows that 75% of
Our research shows that 75% of smartphone users expect
immediate smartphone users expect immediate information
when And that means, building
products for you to be there for your consumers wherever they are
on their journey and especially, on Mobile.
We think that starts by helping you get more of your
content to the search results page faster. Our research shows
that 75% of smartphone users expect immediate information
when searching on their phones. information when they’re
searching on their phones. I don’t think that’s a surprise to
anyone here. I don’t think that’s a surprise to anyone
here. And based on that insight, we wanted to combine the intent of search
with a more We wanted to combine the intent of search
with the more interactive, visual ad format.interactive and
visual ad format. This can help you better highlight the This
can help you better highlight the value of your brand while
reducing the value of your brand while reducing the work that it
takes for people to get the work that it takes for people to get
the information that they want. information that they want. This is why I’m so excited today
to introduce gallery ads, which is
a new ad This is why I’m so excited to format that helps you
show your offering introduce km Gallery ads, that allows with
compelling images andyou to share with compelling images and
text. With gallery ads, People can swipe With Gallery Ads,
people can swipe through a through a visual ad that sits at
the top of the search results page. Individual ad that sits at
the top of the search results page. And
when they scroll on the ad, a And when they tap on the ad, a
scrollable image gallery will open scrollable image gallery
will open featuring a text headline at the top and seeking
a text headline at the top and tag lines beneath each image. tag lines beneath each image. As
people browse your image gallery, The headline will
remain visible at the the headline will remain visible at
the top and further taps will take people directly to your
site.top, further tops will take people directly to your site.
This makes it easy for you to connect This makes it easy for
you to connect with people who are still researching with
people who are still researching your brand while providing them
all the your brand while providing them all of the
information they need with fewer tabs.information they need with
fewer taps. It can also help you tell a more
It’ll tell you more wholistic brand story, like Devour, a premium
food brand holistic brand store, like DEVOUR, which is A premium
frozen food brand Who can now show off All its mouthwatering
meals who can show off their mouth watering In a single ad.
meals in a single ad. this ad makes me just a little
bit hungry. Looking at this ad makes me a little bit hungry.
These galleries can feature between These can feature 4
to 8 images each four to eight images each, with with
70-character tag lines beneath each image.70-character taglines
beneath each image. You can also provide up to three
headlines so that you can test different calls to action. Now, on average, campaigns that
have Now, on average, campaigns that have gallery ads in them
can perform up to gallery ads in them can perform up to 25% more
interactions.25% more interactions. That’s more paid
clicks or swipes. That’s more paid clicks or swipes. At the
absolute top of the mobile search results page. At the at
absolute top of the mobile search page. You can look for
Gallery ads to show up You can look for Gallery ads to show up
later this year.later this year. In addition to richer and
more Now in addition to richer and more informative
content, today’s consumers informative content, today’s
consumers expect much more consistent experience expect a
much more consistent experience across both mobile web and
mobile apps.across both Mobile web and Mobile apps. However, we
all know that this journey However, we all know that this
journey isn’t as seamless as it should be.
isn’t as seamless as it should be. So let’s say that you’re
me and So, let’s say that you’re me and you’re you’re
about to give a huge presentation about to give a
huge presentation at Moscone.at Musconi. You want to find a nice
outfit, so you You want to find a nice outfit.go to your mobile
phone. You go to the web and start searching, You start
searching, and you see an ad for a dress that you like from a
brand that you love, and in fact, you have see a a dress you
like and you haveconsistent experience across both Mobile
web and Mobile apps. However, we all know that this journey isn’t
as seamless as it should be. So let’s say that you’re me
and you’re about to give a huge presentation at Musconi. You
want to find a nice outfit. You go to the web and start
searching, see a dress you like and you have the brand’s app on
your phone. that brand’s app on your phone.
So you click on that ad and instead So, I click on that ad,
and instead of of being taken to the app, I get taken being taken
to the app, I get taken to to the mobile website.the mobile
website. Now, the app is where I have all of my Now the app is
where I have all of my information stored, like, my
shipping information stored like my shipping details and my
payment details.details and my payment details.
Now, raise your hand if you’ve had Now, raise your hand
if you have had an an experience like this.experience like this.
Wow, lots of hands. Wow. Lots of hands. It’s a little bit
frustrating when that It’s a little bit frustrating when that
happens, right?happens, right? So we want you to be there,
especially We want you to be there, especially for for your
loyal customers, however they your loyal customers however
they want want to engage with your brand.to engage with your
brand. And this is why over the next
few And this is why, over the next few months, we’ll be
offering deep linking capabilities in Google ads.
months we will be offering deep-linking capabilities in
Google ads. In addition, we’ll offer robust In addition, we’ll
also offer robust reporting so you can track the reporting so
that you can track the measurement of your performance
across measurement of your performance across mobile web
and apps.both mobile web and apps. This will make it easier for you
to This will make it easier for you to optimize the impact of
your campaigns across both of those surfaces.measure and
optimize the impact of your campaigns across both of those
surfaces. Now, to get started, you’ll need
to Now, to get started, you’ll need to use use Google ads web
tracking and deep Google ads web tracking and have linking
enabled.deep-linking enabled. We’ll support universal links as
well We will support both universal links on as app links
on Android.iOS as well as app links on Android. App users who
tap on your search Once this is enabled, app users who tap
display or shopping ads will be taken on your search display or
shopping ads directly to the app. will be taken directly to the
app. And to make it easier for you to
measure the impact of deep-linking on And to make
it easier to measure, we’re offering app conversion
reporting your business, we’re also offering app conversion
reporting in the Google in the Google analytics for Firebase
Analytics for Firebase software development kit.software
development kit. With this kid, you can easily
define With this kit, you can easily define in-app events that are
equivalent to web some in-app events that are equivalent
conversions. to conversions and send those
events to Google ads. We’re seeing results up to 2X
the conversion rates for the deep linked ads.
We ear — we’re seeing results up to 2X. Customers that have
your app tend to This makes sense.be more loyal, they have
the payment and Customers who have your app tend to be more
loyal.shipping credentials stored so their transaction
flows are easier. They have payments and shipping
credentials stored so their transactions are easier. Now, brands like Magalu are
seeing these benefits firsthand. Now brands like Magalu are
seeing the One of the biggest retailers in Brazil.benefits of
this And started to notice the app was One of the largest
retail companies in gaining traction with their customers,
Brazil, Magalu recognized that their app Was growing in
popularity -particularly especially the loyal ones.
with loyal customers. They decided to implement deep
linking and found an incredible result.linking, and they found
an incredible result. They saw an increase of 110% in
the They saw an increase in 110% of the number of in-app
transactions that occurred. number of in-app transactions
that occurred. And this had a fantastic result on the overall
business. And moreover this had a fantastic result on their
overall business. Their mobile transactions grew by 40%. Their
mobile transactions grew by 40%. Like I said, app deep linking is
now Like I said, app deep linking is now available in
search, display and shopping ads.available in search,
display, and shopping ads.[ Applause ]
Thank you. [ Applause ] And with that, I would like to
And with that, I’d like to introduce Anthony Chavez.
introduce He’s going to tell you about how we want to help you
optimize your Anthony Chavez. performance and reach those
consumers He’s going to tell you all about how we wherever
they are in the journey. Thank you so much.can help you
optimize performance and reach consumers no matter where
they are in their journey. ANTHONY CHAVEZ: [ Applause ] ANTHONY CHAVEZ: Thank you,
Sissie. People count on you to be there at every point of the
consumer journey. every point of the consumer
Leading brands are helping people get journey. Leading
brands are helping people get what they want, when they want
it.what they want, when they want it. But today’s consumer
has more choice than ever before. So my question to you is, how
can you effectiveeffectively reach
consumers in relevant ly reach consumers in relevant and
meaningful ways across this journey?and meaningful ways
across this journey? No big surprise here, it’s
Machine Learning. Google’s Machine Learning powers
suites Powers solutions that make it easy for that makes it
easy for you to be there you to be there for consumers across
for consumers across platforms and devices.
platforms and devices. And to optimize the impact of those
interactions. And to optimize the impact of those
interactions. One example of this is Smart
Bidding. One example of this is smart bidding. We apply the power of Machine
Learning With Smart Bidding, we apply the power to deliver the
best, most relevant ad to of machine learning to someone
right when they’re looking for what you have to offer.deliver
the best, most relevant ad to someone right when they’re
looking for what you have to offer. While many of you have
told us that Smart Bidding has helped drive
better Smart Bidding has helped performance, you’ve asked for
more flexibility to reach your business goals.drive better
performance, you’ve also asked for more flexibility to reach
your business goals. I’m excited to share new
innovations that address this feedback. New innovations that
address this feedback. For starters, let’s say you want
to maximize the total impact of the campaign.to maximize the
total impact of a campaign. You’re tracking conversions but
every conversion can have a different value to your
business. For example, based on the
product a user purchased after clicking on your ad. every
conversion can have a different value to your business
That’s why we’re rolling out a brand — for example, based on the
specific product a user purchased After clicking on your
ad.new Smart Bidding strategy for new Smart Bidding strategy
for Search Campaigns.campaigns, it’s called maximize conversion
value. With this strategy, you have
flexibility to optimize for what matters most to your business.
more flexibility to optimize what matters most to your
business. We know that you have more
insights about your business than anyone else.about your
business than anyone else. And many of you have asked to be
able And many of you have asked to be able to use these insights to inform
our to use these insights to inform our bidding strategies.
Bidding strategies. That’s why, we’re introduceing three That’s
why we’re introducing three new new ways to guide our Smart
Bidding ways to guide our Smart Bidding models, models so they
can do an even better job for you.so they can do an even
better job for you. First, we know that campaigns in
your First, we know that campaigns in your accounts can
have differing goals.accounts can have different goals.
Soon, you’ll be able to choose the Soon, you’ll be able
to choose the conversion actions you want to
use for conversion actions you want to use for optimization at
the campaign level.optimization at the [ Applause ] [ Applause ]
For example, if you’re a retailer, For example, if
you’re a retailer, you might have some campaigns that are you
might have some campaigns that are focused on drivering sales
on your website.focused on driving sales on your website
and other campaigns that are optimizing And other campaigns
that are optimizing for both online sales and visits
to your stores.for both online sales and visits to your stores. And yes, you heard me correctly. Smart Bidding can now optimize
the And yes, you heard me correctly, Smartstore visit
conversions for search campaigns. This is awesome if
you’re a business Bidding can optimize conversions. This is optimal for a business
with locations. [ Applause ] We also make it easy to optimize
for We also make it easy to optimize for multiple conversion
actions by creating multiple conversion actions by creating a
conversion action set that can be a conversion action set that
can be shared across campaigns. shared across campaigns. As I
mentioned earlier, we understand As I mentioned earlier, we
understand that conversions are not always valued the same.that
conversions are not always valued
the same. The relationship of the user to
your The relationship of the user to your business as well as
properties, like, business as well as properties like location
and device can make a big difference.location and device
can make a big difference. For example, let’s say you’re a For
example, let’s say you’re a financial services company
running a financial services company running a campaign to
promote a new brand of campaign to promote a new brand of
checking account.checking account.
You know that a new checking account You know that a new
checking account is is worth $200 on average.worth $200, on
average. But a new account from one of your But a new account
from one of your existing brokerage customers is worth
existing brokerage customers is worth twice as much or $400.
twice as much, or $400. Today, you have to execute all
of this Today, you have to execute all of this logic
outside of Google Ads and pass logic outside of Google ads and
pass these different values with your these different values with
your conversion events. conversion events. Soon, you’ll be able to set up
rules Soon, you’ll be able to set up rules directly in Google
Ads that adjust your directly in Google Ads that
adjust your conversion values based on properties conversion
values based on properties, like whether someone belongs to your
like whether someone belongs to your brokerage customer audience
list, or not.brokerage customer audience list or not.
Your conversion reporting will Your conversion reporting
will automatically reflect the results of these rules .
automatically reflect the results of these rules, so you
can understand the So you can understand the true impact of
your campaigns.true impact of your campaigns. And smart
Bidding will use them to set And Smart Bidding will use them
to set the optimal bids forthe optimal
bids for every AIX auction. Finally, there are occasions
when Finally, there are occasions when recent historical
data isn’t good and recent historical data just isn’t good
anticipating future performance. in anticipating future
performance, like when you’re about to hold a
special summer sale. With seasonality adjustments, you can
With seasonality adjustments, you can let us know about these
events ahead of time.let us know about the events ahead of time. You tell us the dates for your
sale or You tell us the dates for your sale or event, and the
conversion rate changes event and the conversion rate changes
to expect during that time.to expect during that time. Our Smart Bidding models will
then Our smart Bidding models will adjust automatically adjust
bids to account for bids to account for these changes.these
changes. And because the performance shifts may only be
temporary, we’ll exclude this We’ll exclude this from your
BIDS bids data from your bids once the sale has ended.once the
sale has ended. You now have more flexibility to
You now have more flexibility to optimize towards the marketing
goals optimize towards the marketing goals that make sense for your
business.that make sense for your business. I can’t wait to
see all the ways you’ll I can’t wait to see all of the ways use
use these new features to reach more the new features to reach
more people throughout the customer journey.people
throughout the customer journey. .
Now I’d like to hand things off to Nicky. Now, I’d like
to hand things offer She’ll tell you all about new ways you
to Nicky, she’ll tell you ways to reach can reach consumers
with compelling consumers with compelling video ads and new
audiences. Thank you.video ads and new audiences.
[ Applause ] [ Applause ] NICKY RETTKE: Thanks,. The power
of visual content and discovery campaigns.power of visual
content in And that sets us up nicely to talk about YouTube.
Discovery campaigns, and that sets us up nicely to talk about
YouTube. YouTube is one of the largest
video destinations in the world, destinations in the world with
over 2 with over two billion signed-in users visiting every
month.billion signed in users visiting every month. Every day, they watch over a
billion billion hours of video From millions of hours of video
for millions of creators to entertain themselves, connect
with creators to entertain themselves, others and learn new
things.connect with others and learn new things. video content Wherever they are
–across mobile, TV, And beyond. Six-second bumper ads are a
great way for you to capture the attention of this for you to
capture the attention of the consumer because it’s a format
that’s consumer, because it’s a format that’s custom built for
mobile viewing.custom-built for mobile viewing. You’d be
surprised how much you can say in just six seconds.
You’d be surprised how much you can say in just six seconds.
In fact, in 2018, we challenged a In fact in 2018, we
challenged a group group of agency creatives and film of
agency creatives and film makers to retell classic fairy tales using
bumpers.makers to recall classic fairy tales with bumpers. This one here is one of my
favorites. Introduceing the porridge lock. SPEAKER: If
it’s not Goldi’s lock, it’s not NICKY RETTKE: They also
pump far above locked.the weight when it comes to
effectiveness. When it comes to a 30-second ad,
NICKY RETTKE: Six-second bumper ads also punch far above their
weight when When compared to a Thirty-second
TrueView ad.research from Ipsos, it has 107% higher ad recall.
video ad sequence Of three six-second ads have a And 134% higher
purchase intent.107% higher ad recall and 134% higher purchase
intent. That’s a big impact. But we know there’s still a
lot of untapped potential when it comes to short form
advertising.potential when it comes to short-form advertising.
One of the most common challenges we hear is that it’s
resource-intensive and hear is thatoften expensive to adopt
high-quality It’s resource intensive and often expensive to
adapt high quality long-form content down to shorter formats.
long form content down to shorter formats. That’s why
we’re really excited that later this year, we’re launching
Bumper Machine.later this year, we’re lunching Bumper machine. Bumper machine generates
six-second Bumper Machine generates six-second ads in
Google ads making it easier for you video ads directly in Google
Ads, making to be there for your customers on it easier for you
to be there for your YouTube extending in a Mobile first way.
customers on YouTube all by extending And the best part
is, there’s no additional production costs.the impact of
your creative in a mobile-first way. The best part? Give us a link to one of your
YouTube There’s no additional productionvideos under 90
seconds.All you have to do is give us A link to After the
span of a few minutes, we’ll one of your YouTube videos that’s
under 90 seconds.generate three to four different six-second
videos. We’ve included light editing features so that you can
have the final say over each video’s audio and visual
elements. we’ll generate three to four different six-second
ads. How does this all work?editing
features So you can have the final say On each video’s audio
and visual elements. Well, you guessed it, it’s with
Machine Learning. Based off of criteria like motion, Bumper
machine will evaluate Your contrast, faces and brand
elements like original video Based on Criteria like motion.
Contrast.logos and packaging. that will make sure We’ll
then create bumper ads that will prominently feature your ad. GrubbYour brand is prominently
Grubhub, a leading online And mobile food delivery brand, used
bumper machine GrubHub used bumper machine to leverage To
generate new videos to leverage as part of their ongoing
campaigns.as part of the ongoing campaigns. The brand found that Bumper
machine offered greater flexibility, making it Machine
allowed for greater flexibility, easy to create captivating new
videos from existing creative. Here’s an example.making it
easier for them to create captivating new video formats
all from existing creative. Here’s an example. Now, for some of you, Bumper
machine is NICKY RETTKE: Now, for some of you, just a
starting point.Bumper Machine is just a starting .. It’s a way to
visualize what’s possible in six seconds. it’s a way to visualize
what’s possible Maybe even showing you a new creative
direction.in six seconds, maybe showing you new creative
direction. For others, this is a fast, easy and For others, this is a fast,
easy, and free way to meet your region frequency free way to
meet your rate and frequency objectives or get started with
video ad sequencing for the first time.
objectives or maybe to get started with Whatever your
advertising goals may video ad sequencing for the first time.
Whatever your advertising goals may be, be, we want to make it
easier for you to we want to make it easier for you to reach
more people with an engaging and effective ad format.reach more
people with an engaging and So we hear you. So we hear you,
creating a great ad is Creating a great ad is hard. It’s one of
the most common challenges hard, one of the most common
challenges we hear in Google ads, but an equally common
challenge can be finding the that we hear in Google Ads, but
an right people across all of Google’s equally common
challenge can be finding properties that might be your
next best the right people across all of Google’s
customers. properties that may be your next
best customers. We want people to discover what your
brand has to offer. And we have many audience solutions for
brand has to offer, and we have many you to be there in those
key moments.audience solutions for you to be there in those key
moments. But it’s not always easy for you to know which one
to use. But it’s not always easy for you
to know which one to use. So we want to make that a little
So we want to make that a little less less complicated for you
and that’s why complicated for you, and that’s why we’re
merging custom affinity and custom we’re mergeinging custom
affinity and custom intent audiences into one intent
audiences into one powerfully powerfully simple solution.
simple solution. We call them custom audiences. We call them custom audiences. This brand-new work flow makes
it easy This brand new work flow makes it for you to find
the best ways to reach easiest to find the best ways to reach
the people you care about all in one combined audience.the people
you care about in one combined audience.
Here’s how it works. So, here’s how it works. I don’t
know about you, but I can’t I don’t know about you, but I
can’t wait for the weather to warm up so I can wait for the
weather to warm up so I can get outside and do some hiking with
my family .get outside and do some hiking with my family.
Let’s say you want to connect with Let’s say that you want to
connect with people like me who enjoy hiking.people like me who
enjoy hiking. Well, pretty easy. Well, that’s pretty easy. To
start, just describe the people you’re trying to reach. To
start, just describe the people Like hiking enthusiasts.you’re
trying to reach like hiking enthussists. We’ll help you along the way all
based We’ll help you alongoff your marketing objective.
In this case, I can choose hiking trails near me, hiking
essentials, the way by websites. Apps. And more All
based on your Marketing objective.nature trails and
more.trails near me,” “hiking essentials,” “nature trails,”
and more. As you build your custom audience, you’ll get audience insights and
impression forecasting, meaning you’ll As you build your custom
audience, you’ll also get audience have a better idea of
your audience’s insights and impression forecasting -meaning
that you’ll have an idea of KMP composition and reach before you
both Audience composition And reach start using it in a
campaign.Before you even start using it In your campaigns.
Here’s the best part. When you’re done, you can use
this done, you can use this custom audience custom audience
across your Gmail, across your Gmail, YouTube, and YouTube, and
discovery and display campaigns. Discovery and Display campaigns.
We know that coming up with a great Now we know that
coming up with a audience strategy can be hard work.great
audience strategy can be hard And we want to make sure
that work work, and we want to make sure that work pays off for
you by reaching more people at scale.pays off for you by
reaching more people at scale. That’s why in addition to custom
In addition to custom audiences, we’re audiences, we’re
introducing the introducing the audience expansion tool. audience expansion tool. This
tool makes it easy for you to find more people like those in
your audiences. So, let’s go back to the hiking
example. Let’s go back to the hiking
example, You can move the slider to the right to you can
move the slider to the right to expand and reach more people.
expand and reach more people. Move it to the left to more
closely Move it to the left to more closely match the explicit
audience traits that match the explicit audience traits that we
defined earlier.we defined earlier. As you tweak this
audience expansion As you tweak this expansion tool, you’ll see
estimates that are easier to tool, you’ll see estimates that
make it understand your impact on your reach.easier to
understand the impact on your reach. You’ll also get reports
on your original and modified audience, so you can optimize as
you go. And this means that you can find the You can find the
right reach to accomplish your campaign goals.right reach to
accomplish your campaign goals. Earlier results have been
really promising. Early results have been really
promising. Advertisers using audience expansion on their
display campaigns have seen up to Advertisers using audience
expansion on 50% more conversions for the same
investment.their display campaigns have seen up to 50% more conversions for the
same investment. Look for both custom audiences and audience
expansion to release for Look for both custom audiences and
audience expansion to release for discovery and YouTube later
this year. discovery and YouTube later
this year. As marketers, we’re lucky to get a Now, as
marketers, we’re looking to front row seat to the rapid
changes in how people experience media.get a front-row seat to
the rapid changes in how people experience media. Well, we know
that traditional and We know that traditional and digital
digital media are starting to converge, media are starting to
converge, the pace the pace and the scale of this change is
still really impressive.and scale of this change is still
really impressive. For example, an
estimated 1 billion people will stream music globally this year.
That’s huge.people will stream music globally this year.
Although, I’ve got to be honest, they doesn’t surprise me that
much. That’s huge, but I got to be honest. That doesn’t surprise
me that much. I’m streaming music all the time. I’m
streaming music all the time. People aren’t just looking for
music. People aren’t just looking for music. We’ve seen in
mobile searches for podcasts have grown over 85% in the last
We have seen that mobile searches for two years.
And this year, it’s estimated that podcasts have
groan grown 85% in the last two years.73% of US households will
be equipped with a connected TV. It’s estimated that 73% of U.S.
households will be equipped with a connected TV. These trends
present new opportunities These trends present new opportunities
for brands to be there in front of an engaged audience. That’s
why we’re creating new ad for brands to be there in front of
an engaged audience. experiences how people consume
today as That’s why we’re creating new well as in the
future.experiences to help people consuming
today as well as in the future. To start, we’ve made audio ad
inventory available in display and video 360. To start, we’ve
made audio ad inventory Our enterprise media buying solution
available in display and media 360, the that’s part of Google
market ing Marketing Platform. Enterprise solution that is part
of Google marketing platform. You can connect with users in
key moments throughout the day when they’re You can engage
users in key moments throughout the day when they’re listening
to services like Google Play Music, Spotify, and more.
listening to Google Play music, Spotify, and more. We also
want to make it easy to We also want to make it easy to reach
reach the users on connect eded TVs.those users on connected
TVs. People watching premium TV content through streaming
services. These are people watching premium TV content
through streaming services. Today, you can manage our
connected TV Today, you can manage your connected TV
campaigns right alongside your traditional digital campaigns in
display campaigns right alongside your and Video 360.
traditional campaigns. This makes it easy for people
watching This makes it easy for people watching content from
ESPN, Univision, AMC networks and more .content from ESPN,
Univision and more. And this is in addition to the YouTube TV
that’s unique to our platform. This is in addition to connected
TV that is already unique to our platform. That’s not all people
are watching. But that’s not all people are watching. Many of us
still sink back on the couch and watch our favorite programs on
Many of us still sit back on the couch network television.and
watch our favorite programs on network television. So to help
you reach these traditional So, to help you reach these
traditional TV viewers, display and video 360 will TV viewers,
display and video 360 will provide access to national
broadcast and cable networks. provide access to national
broadcast and As well as thousands of local TV cable
networks as well as thousands of stations.local TV Today, US
network affiliates are stations. Today affiliates are accessible
with accessible with wide orbit. beta integration, and later this
year, And later this year, premium national premium
national channels will be channels will be available
through our partnership with Clipped.available through our
partnership with clipped. This means that display and
video 360 This means Display and Video 360 can manage in a
fraction of the time it users can manage their video in a
takes to use traditional methods.fraction of the time
that it takes using traditional methods. We can see a future where TV and
digital media buying teams work much digital buying teams work
closer together. To make this transition easier, we’ve To make
this transition easier, we’ve created a space dedicated to TV
within created a space dedicated to TV within display and
Video360.display and video 360. There, you’ll be able to buy and
There, you’ll be able to buy and optimize all types of TV
inventory alongside your digital device.optimize all types of TV
inventory alongside your digital buys. We’ll start rolling out
this new We’ll start rolling out in the
fall of this year.workflow in the fall of this year. Brands now have more ways
to be there Brands that have more ways to be for consumers no
matter where they are in the digital journeys.there for
consumers no matter where they are in their digital journeys.
These new products and more to With these new products and more
to come, we hope you will be able to come, we hope you’ll be
able to connect connect and engage with even more of your
customers.and engage with more of your customers.
With that, I’d like to welcome Oliver to the stage. And
with that, I’d like to welcome sol Oliver to He’ll discuss how
making it easier with more use. He’ll discuss how we’re making
it easier for you to drive action With more useful ful
shopping and selections. shopping, Local, and travel
solutions.[ Applause ] Nicky, and good morning,
everybody here. We at Google and with shopping, local, With
shopping and local travel in particular, want to create
useful and travel in particular, want to create experiences for
our users and more useful experiences for our users and
opportunities for all of you to connect with them.more
opportunities for all of you to connect with them.
Everyday Every day, hundreds of Every day hundreds of MLs do
shopping-related searches on Google.millions do shopping
searches on Google. They watch videos of users unboxing and
They watch videos of reviewing products reviewing products on
YouTube.on YouTube. They look for outfit ideas on Google
images. They look for outfit ideas on Google And they find
the nearest pet store with Google Maps.images, and they
find the nearest pet store with Google Maps. And
our mission is to help them find And our mission is to help them
find the best products wherever they
are on the best products wherever they are on Google by
making all of these properties shopable.Google by making all of
these properties shopable. And that way, retailers like you can
And that way, retailers like you can connect with these users
throughout connect with these users throughout the entire
shopping journey.their entire shopping journey. With that in mind, I’m excited
to share With that in mind, I’m excited to share three new
shopping announcements with three new shopping announcements
with you all here today.you all here today. First, we want to help users
decide what to buy and where to buy it.
And today, we’re announcing a new Today, we’re announcing
a new Google shopping experience on Google.com/shopping.Google
shopping experience on google.com/shopping. Users can compare and discover
millions Users can compare and discover MLs of of products from
thousands of stores all in one place.products from thousands of
stores all in one place. And when they’re ready to buy, they
can And when they’re ready to buy, they can choose to purchase
either online or in a choose to purchase either online or in a nearby local store and coming
soon, nearby local store and coming soon purchased directly
from retailers on Google. purchase directly from retailers
on Google. Let me show you what I mean. Let me show you what I mean. It
starts with a new Google Shopping home page. It starts
with a new Google shopping homepage. On that page, I get
personalized recommendations. On that page, I get personalized
recommendations. They are based on my past purchases, my They
are based on my past purchases, my shopping lists, and recently
viewed items.shopping lists, and recently viewed items. So, for
me, this typically shows a whole bunch of hair products. For me,
this shows a lot of hair products. But as you can see,
I’m also currently But as you can see, I’m in the market in
the market for a number of travel accessories.for a number
of travel accessories. And of course, I can still search. And
of course, I can still search on Let’s say, on top of these
accessories, top of the accessories, I need a new pair
of wireless, noise cancelling headphones.I also need a new
pair of wireless, I search for that.noise-cancelling
headphones. So I search for that. I can filter based on
features, for I can filter based on features, for example,
or brands I prefer. example, of brands I prefer.
In my case, that’s wireless and Bose. In my And on the new
product page, I will case, that’s Bose.have all of the
information that I need On the new product page, I will have to
make a decision.all the information that I need to make a decision, including reading
product Including reading product reviews or reviews or
watching videos of people watching videos of people using
the item.unboxing and using the item. And then, when I’ve
decided which item And then, when I’ve decided which to buy,
I can choose the buying option item to buy, I can choose the
buying that works best for me. option that works best for me.
Clicking through to a retailer’s website or going to a nearby
local store This can mean clicking through to a that has
the item available.retailer’s website, or going to a nearby
local store that has the item available. And now, I can also
purchase it And now I can also purchase it directly directly
from a retailer on Google. from a retailer on Google.
This shopping cart icon tells me This shopping cart item tells me
that I that I can shop worry-free with
simple can shop worry free with simple returns and a fantastic
customer service.returns and a fantastic customer And all of
that transaction is backed service, and all of that
transaction is up by a Google guarantee.backed up by a Google
guarantee. The checkout process is particularly The
check-out process is simple and easy, too.
particularly simple and easy, too, Because it uses the
shipping and because it uses the shipping and payment payment
information that is already information that is already
stored in my Google profile. stored in my Google profile. And
with this new experience, we’re And with this new experience,
we’re merging the best of Google
Express with merging the best of Google Express with Google
Shopping.Google Shopping. You can use this in France already
You can use this in France already today and we’re rolling
this out in the today, and we’re rolling this out in the U.S.US
in the coming months. [ Applause ] And that
shopping — [ Applause ]
Thank you. — thank you. Wait until you hear this. Wait
until you hear this. This shopping cart functionality
will This shopping cart functionality will extend beyond
Google shopping.actually extend beyond Google shopping, bringing
it to Google’s largest properties. On the assistant, this is
already today On the assistant, with more functionality coming,
users this is this available today.using the voice or the
touch screen interaction with the device. Users can buy using
their voice or the touch screen interaction with their device. And in Google search, where
users will Google search, users will be able to be able to
purchase directly in search purchase directly in search when
it’s relevant to the query.when it’s relevant to their query. And Google Images, where users
can find They can directly purchase,
let’s say, these awesome shoes. entire outfit identity ideas
and then directly purchase these awesome shoes. And finally, and
I’m excited about this one, YouTube. And finally, and I’m
really excited about this one — on YouTube. Users can buy the
products shown in the Users can buy the products shown in the
video they’re currently watching while video they’re currently
watching while the video continues playing.the video
continues playing. All of this will come later this
year. And If you’re excited about and
you are, if you are.you want to sell your products on these So,
if you want to sell your products surfaces, what you need
to do is sign up on these surfaces, what you need to do
for our shopping actions program.
is sign up for our shopping actions program. Thousands of
retailers have done Thousands of retailers have done this this
already and are participating in this program.already and are
participating in this And if you’re one of them, you can
program, and if you are one of them, you appear on all of these
surfaces as we roll them out.can appear on all of these surfaces
as we roll them out. And that brings me to my second shopping
announcement for today. We want to help users when they’re We
want to help users when they’re looking for inspiration and for
discovery.looking for innovation and discovery. And we all know
shopping very often is And shopping is a very visual
experience.a very visual experience. Images and videos
inspire users to purchase. Images and videos inspire users
to purchase. And exactly because of that, last year we introduced showcase shopping
ads. It’s a more visual-heavy ad
format that It helps you reach users when those users are
looking for inspiration and helps you reach users when those
users ideas.are looking for inspiration and for ideas. And we see users engaging with
these ads very well, and we also hear
very We hear very positive feedback from our advertisers.
positive feedback from our advertisers. In fact, let me
share this statistic with you. In fact, let me share a
statistic with you. Over 80% of the traffic from showcase Over
80% of the traffic from showcase shopping ads to retailer sites
are new visitors.shopping ads to retailer sites are new visitors.
And building on that success, very And building on that
success, I’m very happy to announce that the extending
showcase shopping ads to even more happy to announce that
we’re extending places of inspiration on Google.
showcase shopping ads to even more places of inspiration on
Google. Specifically, showcase shopping ads
Specifically, showcase shopping ads will launch in the coming
months on will launch in the coming months on Google Images, YouTube and
discover on Google images, YouTube, and discover on Google
search.Google search. If you’re interested, you can use If
you’re interested, you can use showcase shopping ads today.
showcase shopping ads today. And now, my third shopping
announcement. And now, my third shopping
announcement. This is targeted at brands and
This isretail partners and we call it shopping campaigns with
partners. targeted at friends and retail
partners. Brands and retailers have always had close marketing
partnerships. Most brands and retailers have always had close
marketing partnerships. And as users have moved online, both
have been looking for ways to strengthen And as users have
moved online, both and build on that collaboration.have been
looking for ways to strengthen and build on their
collaboration. And shopping campaigns with partners is doing And shopping
campaigncampaigns with partners is doing just that. art. They
now have the option to accept They’re selecting additional
partners in Google ads. additional shops that are coming
from their partners in Google ads. And brand partners on their
site can And brand partners can select which of select which of
their products or their products or product categories product
categories they want to promote with that additional budget.they
want to promote with that additional group.
We worked to promote designer Shopping campaigns with partners
frequencies, and we helped them increase helped them increase
both the online as both the online as well as the
in-store well as the in-store conversions and increased the
awareness of the product. conversions and increased the
awareness of the product. In fact, and this is a good
step, their In fact, and this is a good start, click share on
Google increased by 70% click share on Google increased by
70%, which is a phenomenal result. which is a phenomenal result.
You can join the beta program for shopping campaigns with
partners today if you’re interested.
If you are excited, you can join the beta program with
shopping campaigns And with that, let me turn over and talk
about local. With that, let me turn over and
talk about local. We know that many users still prefer to visit
a physical store whether that is We know that many users still
prefer to visit a store, whether that is to pick to pick up some
supplies or to try out up supplies or to try out that
camping gear before buying it. that camping gear before buying
it, Check if that six person tent
really fits six people, because the one I check if that can
really fit six people.bought barely fits four. Or to have
another coffee and some snacks before heading out on that trip.
Or to have another coffee and some And this is exactly why last
year we launched local campaigns. This is why last year
we launched local campaigns. Local campaigns help you reach
users as Help you reach users as they’re looking they’re looking for businesses,
and you for businesses and you can try
And with that, let me turn over and talk about local. We
know that many users still prefer to visit a physical store
whether that is to pick up some supplies or to try out that
camping gear before buying it, check if that can really fit six
people. Or to have another coffee and some snacks before
heading out on that trip. This is why last year we launched
local campaigns. Help you reach users as they’re looking for
businesses and you can try local actions like phone calls or
store visits.can drive local actions like phone calls
or store visits. We’ve launched it in Google’s We’ve
launched it in Google’s largest largest properties including
search, properties including search, YouTube, YouTube, Maps
and Display.maps, and display. Now, Duncan is an example of a
brand Now, Dunkin is an example of a brand that has
adopted local campaigns.that has adopted local campaigns. They wanted to promote their new
and newly remodelled stores as well as As well as promote the
beverage options promote some of their beverage options that
they’ve recently introduced. For example, the espresso. that that they have recently
introduced, for example, like Espressos. Dunkin saw an over
4X increase in a 4x increase In monthly visits From Google Ads.
monthly visits coming from Google ads. They’re very happy
with those results and so are we. and so And by the way, it’s not
just Dunkin, we recently ran global studies with ten
advertisers across Many different verticals.advertisers
across many different verticals. And our results show that local
And our results show that local campaigns helped those brands
drive a campaigns helped those brands a median median 5X
incremental return on ad spend from their in-store sales.5x
return on sales. And with that success in mind, I’m And with
that success in mind, happy to announce we’re expanding local
campaigns happy to I a nouns — announce that inventory further. we’re expanding is local
campaigns inventory. First, we know users like to arrive
First, we know that users like to at the store with some ideas
about what arrive at a store with some ideas about they can
find in the store.what they can find in the store. So, soon, you can use local
campaigns So soon, you can use local campaigns to display
specific product lines, for to display special product lines,
for example, and help users explore your example, and to
help users explore your store before they’re getting there.
store before they get there. Second, when users look for
places in Second, when users look for places maps, they will
soon start to see in Maps, they will soon start to see relevant
promoted locations in their search suggestions.relevant
promoted locations in their search suggestions. For
example, let’s say, a user For example, let’s say a user
previously did a query for dog-friendly parks.previously
did a query for “dog-friendly parks” or similar, then they
might now Then, they might now see your ad for a see your ad
for a nearby pet store in nearby pet store in their search
suggest.their search suggestions. And third, we’re rolling out
promoted pins more broadly in maps. Today, promoted pins only appear
as Today, promoted pins only appear as users are searching in
maps or as users are searching in maps or as they’re exploring
an area in Maps.they’re exploring an area in maps: They
Soon, they will also see promoted pins will also see
promoted pins when when they’re planning a route to a planning a
routedestination or as they’re navigating to to a destination.
a destination. That is really useful, because that makes it
easier for them to add an That makes it easier for them to add
an additional stop along the way to one of additional stop along
the way to one of your stores.
And last, but definitely not least, Last but definitely
not least, we’re I’m very happy to announce that we’re opening
up local campaigns to all of you.opening up local campaigns
to all of you. Anyone can now take advantage of
these Anyone can now take advantages of the launches and
use local campaigns to launches andoptimize for local
actionspromoted pins when planning a route to a
destination. That makes it easier for them to add an
additional stop along the way to one of your stores.
Last but definitely not least, we’re opening up local
campaigns to all of you. Anyone can now take advantages of the
launches and use local campaigns to optimize for local actions
like store visits or phone calls. use local campaigns to
optimize for local actions like store visits or phone [ Applause ]
Thank you.[ Applause ] Thank you. Let me transition
over to travel. Let me transition over to Travel. As
anyone who has ever booked a trip As anyone who’s ever
booked a trip knows, PLAenning planning a trip
is a knows, planning a trip is a very very time consuming and
complex task.time-consuming and very complex task. A trip is an
experience. A trip is an experience, it has many
different parts. It has many different paths. They all need
to be decided. They all need to be decided. They need to be
coordinated. They need to be coordinated and
booked. To date, we help users, for example, And to date, we
help users with, for with the flightsexample, Googleflights,
our hotel search and ads program, and things to do
information in search just to name a few.information in
search, just to name a few. But trips are not planned in one
sitting. But trips are not planned in one sitting. Far from
that. Far from that. People turn to Google when they’re
Approximate People turn to Google when they’re planning a
trip throughout planning a trip throughout the week for many,
many weeks in a row. the week, for many, many weeks
in a row, Searchingsearching for where to go, how to get for
where to go, how to get there, where to stay and what to do.
there, where to stay, and what to do. And we’re now tying together our
And we are now tying together our existing travel experiences
into a existing travel experiences into a single,
cohesive travel planning single co-‘sive travel planning
experience focused on helping our users experience focused on
helping our users with their trip planning.with their trip
planning. I think this is best shown to
you with an example. This is best
shown to you with an example. It’s good timing, because I
still I still need to plan my annual family need to plan my
annual family vacation, vacation and I heard very good things and I’ve heard very good things
from a from a colleague about Vancouver.colleague about
Vancouver. She mentioned it’s excellent for whale She
mentioned that Vancouver is watching and this could be
interesting excellent for whale watching, and I for my kids, my
wife and myself. think this could be interesting
for my kids, my wife, and myself. So however, since we
moved to the US However, since we moved to the U.S.from Europe,
we’ve adopted to the local customs here. from Europe, we’ve
adapted to the local customs here. That means we’re now only
doing one big That means we’re only doing one big vacation here
and big is relative vacation a year, and big is relative,
because based on my, like, original because based on my
original German German standards, it’s actually pretty
short.standards, it’s actually pretty short.
Anyway, the key thing is, we have to Anyway, the key thing
is we have to totally get it right.totally get it right. So
on Google Search, for example, I can So, on Google Search, for
example, I start as usual or go to Google.com/travel. And most
places I can research places can start as usual, or I can now go
to google.com/travel.to visit and explore potential trip
ideas. I can research places to visit
and explore potential trip ideas. Let’s figure out if
Vancouver is good for my 2-year-old and 7-year-old. Let’s
figure out if Vancouver is good for my 2-year-old and
7-year-old. In the explore tab, I get a summary of Vancouver. In
the explore tab, I get a summary of Vancouver. I can go deeper in
different directions. For example, I can gather ideas on
I can go deeper in different directions. For example, I can
gather ideas on things to do and I can even see sample day plans
that have been created for me. things to do and I can see
sample day plans that have been created for
me. The other information, as well, for I see other
information as well, for example, when the peak tourist
season?example, when is the peak tourist season And how is the
weather throughout the year?and how is the weather throughout
the year? I’m browsing through that. I’m browsing through that
and decide Vancouver is great. that Vancouver is great. Looks
very promising. Looks very promising.
Next thing is typically I start to Next thing, I start to
wonder, how wonder how much does it cost to get much does it cost
to get there and how there and how much of a hassle is it?much
of a hassle is it? So if I switch over to flights, I see
the Google flights results. If I switch over to flights, I so the
Google flights results. That gives me an idea of how much it
That gives me an idea of how much it costs to fly there and
how long it takes costs to fly there and how long it takes to
get there.to get there. Looking at the results, I’m very
Looking at the results, I’m very happy, happy because there’s
multiple, because there’s multiple affordable affordable
nonstop flights and I really, really don’t like stopovers in
non-stop flights, and I really, really particular when I travel
with kids.don’t like stop-overs, in particular when I travel with
kids. At this stage, I’m not really ready to At this stage,
I’m not ready to purchase any of these flights, but I can
purchase any of the flights, but I can track the flight using
Google price track the flights using Google Flight flight
tracking and Google will inform price tracking and Google will
inform me when they move upwards or downwards.
when the prices move upwards or downwards.One of the most
beloved features. This is one of our most beloved
features.Next, let’s go over to the hotel tab and Next let’s
go to the hotel tab and check out hotels and vacation rentals.
check out hotels and vacation rentals. If a particular place
catches my eye, I If a particular place catches my eye,
I can zoom in deeper and look at lots of can look at lots of
pictures, supplied pictures supplied by both the hotel as by
the hotel as well as users who have well as users who have
stayed there, and I can read reviews from very prominent
stayed there and read reviews from prominent sources around
the web, as well.sources from all around the web as well. And,
of course, I can compare the rates And, of course, I can
compare the rates and availability from our hotel ad
and availability from our hotel ad partners and book directly
with them.partners and book directly with them.
Let’s say I do that, I have a hotel, Let’s say I do
that, have a hotel but then I have run out of time.and run out
of time and need to pick up the kids from school. I need to pick
up the kids from school. Any time later, even in weeks later,
I Anytime later, weeks later, I could go to search, look at
Vancouver and continue planning from there.could go to search,
look Ativan — at Or, I can return to Google.Vancouver, and
continue planning from there. com/travel and pick it up where
I’ve left it off. Or I could return to google.
com/travel, and pick up where I have left off. When I come
back, I’ll jump into my upcoming trip to Vancouver. When I come
back, I jump into my I now see a weather forecast for the
upcoming trip to Vancouver.time that I will be in Vancouver and
I I see a weather forecast for the time I see the trip time
line.will be in Vancouver, and I see the trip
time line. Reservations, for example, for
the Reservations, for example, for the hotel, as you
can see, but also for hotel as you can see, but also for
flights, trains, buses and so on.flights, trains, buses, and
so on, and restaurants. And restaurants, my wife has booked
a restaurant, it also shows up here. You see my wife has booked
a restaurant. It also shows up here. Automatically added,
thanks to the power of machine learning from the email They
automatically added, thanks to the confirmation in Gmail to
this timeline. power of machine learning, from
e-mail And when there are gaps in my confirmation in Gmail
to this itinerary.timeline, like the flight I haven’t booked yet,
useful information, in this When there are gaps in my time
line case, the flights that I’m tracking.like the flight that I
haven’t booked yet, I see useful information,
in this I have saved many places, also, in case, the
flights I am tracking.Maps and in Search and they will show up
here, too. Maps and search results will
show up here, too. This experience is available
already on Mobile. This unifieded experience is
available And starting today right now, this is on mobile,
and starting right now today, rolling out on desktop, as well.
this is rolling out on desktop as well. And as you can see,
our aim here is As you can see, our aim here is to help to help
users connect the dots, organize users connect the dots, organize
their the trip information better and make trip information
better, and make trip trip planning easier.planning easier.
And that creates more leads and more And that creates more
leads and more opportunities for you to connect with
opportunities for you to connect with those users in their moment
of intent. those users in their moment of
intent. And, for example, user now going
to And, for example, user goes to Google Google Flights looking
up for some flights could more easily connect by the Flights
looking up some flights can more hotel staff by our hotel’s
partners in easily connect via the hotels tab with the same
session for the same trip.our hotels partner in the same
session for the same trip. And because this experience is more
And because this experience is more cohesive, it’s focused on
the entire trip planning, it helps users organize cohesive,
focused on the entire the information and pick up where
trip-planning, it helps users organize their information and
pick up where they they’ve previously left off.have
previously left off, this does not This does not only generate
more leads only generate more leads, but also more but also
more qualified leads for all of you. qualified leads for all of you.
So we are very excited about the So, we are very excited about
the shopping local and travel announcements shopping, local,
and travel and I hope you are, too.
With that, thank you. [ Applause ] [ Applause ]
Thank you. Thank you. Thank you. I want to introduce
Chetna to the stage. I want to introduce Chetna to the stage.
She will talk about how marketers can grow their
business in a responsible way. She will talk about how
marketers can Thank you.grow their business in a responsible
way. [ Applause ] Thank you. CHETNA BINDRA: CHETNA BINDRA: Thanks, Oliver.
And good morning, everyone. CHETNA BINDRA: Thanks, Oliver,
and good morning. I’m Chetna Bindra. I’ve spent the better
part of the last I’m Chetna, I and have spent the
better four years working to ensure that you part of the last
four years working to can deliver valuable ads to people.
ensure that you can deliver valuable ads In ways that respect their
privacy and to people in ways that respect their preserve their trust in your
brand.privacy and preserve their trust in your brand. My work has never been more My
work has never been more challenging. But it has also
never been more important. challenging, but it has also
never been more important. We all need to understand and
accept We all need to understand and accept the
responsibility we have to protect people’s privacy.the
responsibility we have to protect people’s privacy, especially
when it Especially when it comes to the ads they see.
comes to the ads they see. The truth is, ads play a major
role The truth is, ads play a major role in in making the internet a free
and open making the internet a free and open place.place. But
advertising has to work for everyone. But advertising has to work for
everyone. Because when it does, users can
get Because when it does, users can getaccess to access to
information and great content for free. information and great
content for free. Creators and Creators and
publishers can thrive by getting fair compensation for their
work. publishers can thrive by getting
fair compensation for their work, and And marketers like
you can connect with marketers like you can connect with people
interested in what you have to offer. people interested in what you
have But increasingly, there are
users who to offer.feel shortchanged in this deal .
But increasingly, there are users who feel short-changed in
this deal. They are losing trust in how their They are
losing trust in how their personal data is being handled. personal data is being handled.
And we’re seeing this change play out And we are seeing this
change play out in how people interact with Google.in how
people interact with Google. Take my activity, for instance.
-take my activity, for instance, which Which is a place where
users can go to manage information.is a place where users can go to manage
information that That is saved to the Google Account.is saved
by Google account, like this Like search and browsing
history.search and browsing history. And since And since 2016, search
interests in this phrase has 2016, Since 2016, Search
interest for this phrase has increased by more than a
increased by more than 1,000% worldwide.thousand percent
worldwide. And as you heard from, last
year, people made more than 2. 5 billion visits to their Google
Account 5 billion visits to their Google account pages. Where they can view or adjust
how their pages, Where they can view or adjust ads are
personalized.how their ads are personalized. We have already seen sweeping
changes changes happen in our industry as a happen in our
industry as a response to these user concerns.
Response to these user concerns: New regulation has raised the
bar data transparency and for data transparency and privacy.
privacy. And some web browsers have added And some web
browsers have added restrictions that put pressure
on restrictions that put pressure oncamping management
and personalized stats. So, it is absolutely critical
So it is absolutely critical that togetherthat, together, we focus
on user trust. we focus on user trust. Last week at Google I/O, we
shared vision for how to ensure that people all our vision for
how to ensure that people around all around the world can
continue to the world can continue to accessaccess
ad-supported content on the web while also feeling confident
that their privacy is protected. ad-supported content on the web,
while also feeling confident that
their privacy is protected. Our experience shows that people
prefer ads that are personalized to experience shows that people
their needs and interests. prefer ads that are personalized
to their needs and interests But
only — but only if those ads offer if those ads offer
transparency, choice transparency, Choice, and
control.and control. And that’s why along with the
team at Chrome, we announced several
important at Chrome, we announced several steps that
Google is takeing.important steps that Google is Like,
introducing changes in Chrome Taking, like introducing changes
in that will make it easier for users to Chrome that will make
it easier for block or clear third party cookies without
degrading their browsing users to block or clear third-party
experience. cookies without degrading their
browsing experience. Adding new restrictions on
fingerprinting. Adding new restrictions on fingerprinting
to ensure that when users To ensure that when users opt to
block opt to block third-party
tracking in third party tracking in Chrome, that choice is
respected. And offering new tools that give
people And offering new tools that give people more
transparency into the data more transparency into the data used
to personalize ads and the companies used to personalize
ads and the involved in the process.
companies involved in the process. And today, we’re
inviting all of you And today, we’re inviting all of you
to join us in delivering experiences to join us in
delivering experiences that are truly privacy forward.that are
truly privacy-forward. I just shared with you some of
the I just shared with you some of the steps that Google is
taking.steps that Google is taking. Now, I’d like to recommend three
steps Now I’d like to recommend three steps that you can take as
marketers. that you can take asFirst, you
need to be clear about what First, you need to be clear
about what data you collect from data you collect from people and
why. people and why, like making sure your privacy policies are
up-to-date. Like, making sure your privacy policies up to
date. Second, you need to look for
ways to build more direct relationships with your users.
build more direct This means, you should invest in a
relationships with your users. comprehensive first party
measurement This means you should invest in solution where
cookies are set only when a comprehensive first-party
someone has contact with your site.measurement solution, where
cookies are set only when someone has contact with your
site. Google global site tag, or tools
Google Tag Manager offer this capability today.like Google Tag
Manager offer this capability today. Once either is in place, you can measure your site’s activity,
including measure Your site’s activity – including conversions
in a way that’s clear and In a way that’s clear and
straightforward to your site’s visitors.straightforward to your
site’s visitors. And finally, you need to
understand and respect people’s preferences
for Understand and respect people’s preferences if for
privacy when deciding privacy when deciding which specific ad
to show them.which specific ad to show them. For instance, when
a user’s open to For instance, when a user is open to seeing personalized ads, you can
tailor seeing personalized ads, you can tailor your ad to the
audience.your ad to the audience.
But when you cannot personalize ads But when you
cannot personalize ads for for users because they haven’t given
you users, because they haven’t given you their consent or
cookies are their consent or cookies are constrained, pay
attention to the constrained, pay attention to the context of
the ad placement, like the context of the ad placement,
like, the context of the web page or site where context of
the web page or site, where the ad will appear.the ad will
appear. It can certainly seem more
It can certainly seem more complicated these days.
complicated these days. Each ad impression may have a different
Each ad impression may have a different set of conditions
which you will need to consider. set of conditions, which you
will need Like, someone’s consent choices and to consider,
like someone’s consent which browser a person is using.
choices and which browser a person is using. And as a result, there might be
less And as a result, there might be less data available for
you to work with.data available for you to work with. This is where Google can help.
But this is where Google can help. Using the power of machine
learning, we Using the power of Machine Learning, we can help
manage through the complexity can help manage through the
complexity and enable you to do more with
less data. and enable you to do more with
less Take Google audiences, available
Take Google Audiences – available through Google Ads and
Display & Video 360.through Google ads and display and video
360. If we’re able to accurately
determine people’s interests and
preferences, we determine people’s interests and
preferences, we’ll show them personalized ads.will show them
personalized ads. But if we aren’t able to
personalize the ad because someone has opted
out or personalize the ad – because someone has cookies are
constrained, we will rely on We will rely on the context of the
context of the page where the ad is served instead to determine
relevance.the page where the ad is served, instead, to determine
relevance. And thanks to machine learning,
we are getting better at matching your ads getting better
at matching your ads to to the most relevant context by
the most relevant context by predicting predicting what type
of audiences visit a website or app.what type of audiences visit
a website or ad. Say we predict that visitors to web Say we
predict that visitors to web pages that describe different
pages that describe different cardio workouts are also people
in the market cardioworkouts are also people in the market for
running shoes. for running shoes. Then, we
don’t need behavioral Then we don’t need behavioral signals
signals to tell us that an ad for to tell us that an ad for
running shoes running shoes is relevant in that context. is relevant in that context.
Privacy issues have clearly created a Privacy issues
have clearly created a set of new challenges for all
of us.set of new challenges for all of us. It is critical that you work
with It is critical you work with partners that recognize the
scale and impact of partners that recognize the scale and
these challenges.impact of these challenges and are And are
capable of helping you address them.
capable of helping you address them. You’ve heard about new
steps Google You’ve heard about new steps Google is is taking to
ensure users feel confident taking to ensure users feel
confident that their privacy is protected.that their privacy is
protected. And we shared some of the tools
we And we’ve shared some of the tools we offer that will help
you continue to offer that will help you continue to reach your
audiencesreach your audiences and measure results , regardless
of ecosystem changes.accurately regardless of eco-system
changes. The fundamental goals of marketing The
fundamental goals of marketing have not changed. have not changed, but now more
than Now, more than ever, you must also ever, you must also
honor someone’s honor someone’s preference for privacy to
achieve those goals.preference for privacy to achieve those
goals. And that is how you can be
responsible, And that is how you can be responsibleand that
is how you will earn and and that is how you will earn and
maintain user trust.maintain user trust. As you’ve heard today, we are
doing We’re doing a lot to make it easier for a lot to make it
easier for you to be you to be there when it matters.there when
it matters. To be useful throughout the
journey. To be use fulful throughout the journey and be
responsible to your users. And to be responsible to your users. To start, Prabhakar introduced
to you the Discovery ads, a new way for
you to A new way for you to reach people across Google’s
properties.reach people across Google’s properties. Cissy, Anthony, and Nicky showed
you Sissie, Anthony and Nicky showed
you to how you can be there for users with new be there for
users with new tools and ad tools and ad experiences across
the experiences across the Mobile web, apps and video.
mobile web, apps, and video. And Oliver talked about how
we’re turning attention into action with more And Oliver
talked about turning attention into action with more
local useful shopping, local, and travel opportunities.
shopping and travel opportunities. And finally, I shared our vision
for And finally, I shared our vision for preserving the
open web by protecting preserving the open web by
protecting PROOIFTSing privacy and being responsible.privacy
and being responsible, both with Both with user data and in the
way you grow your business.user data and in the way you grow
your business. It’s been a pleasure sharing
what It’s been a pleasure sharing what we’ve we’ve been
working on.been working on, and we’re excited to And we’re
excited to partner with you over the coming year.partner with you
over the coming year. If you want to learn more about
the announcements we featured today or stay If you want to
learn more about the up to date on innovations coming in the
announcements today or stay up to date to events in the future,
check out these future, check out these links for Google links
for Google Ads and Google Marketing Platform.
Ads and Google Marketing platform. For those of you
watching online, For those of you watching online, keep
streaming.keep streaming. We have more great content coming
all We have more great content coming all day today and
tomorrow .day today and tomorrow. For those of you here
in person, we For those of you here in person, we look forward
to meeting you in our stage look forward to meeting you in our
stage presentations and sand box experience.
presentations and sandbox experience. So sit tight and
welcome to Google Marketing Live. So, sit tight and welcome
to Google [ Applause ] KATIE HAMILTON: Broadcasting
live from San Francisco, California, it’s Google
Marketing Live 2019, the annual event where marketing leaders
from around the world come together to help shape the
SPEAKER: Please welcome president future of marketing.
Hi, everyone, I’m Katie here with Sean and you just saw the main stage
keynote.Americas, Allan Allan If you missed it, go to G.
and welcome to Google Marketing Live, It’s great to see so many
familiar faces, And so many new ones!co/marketinglive. And also,
check out our entire schedule for the week. SEAN QUADLIN: Now that we’re
officially underway, here’s what you can look forward to. Now,
I’m feeling pretty good, partly because of the shoes I’m
wearing. We’ll be broadcasting more than 20 sessions. You’ll
get a sneak peek at new best They’re from apractices and
digital marketing and hear success stories from some of the
world’s leading brands. KATIE HAMILTON: First, in the
next company called Wolf & Shepherd, I bought them online,
And they’re *really* comfortable.hour, we’ll take you
behind the scenes this morning it struck me; Most of what I’m
wearing today I bought from of the three major announcements
you’ve heard.companies that Discovery campaigns, new tools
for app didn’t even exist 5 years ago.deep linking and
Bumper machine on YouTube. We’re inviting the engineers from the
teams that built them to come answer your questions live.are
almost entirely different from those that I used to look for
back when I Don’t forget to give your questions on Twitter.
shopped at the mall. We’ve seen some of them come in already and
I love it. SEAN QUADLIN: First, discovery
Now, thankfully I moved past the campaigns, use machine learning
to pleated khakis phase of my life, but surface the right ads
to consumers when it’s obvious lit not just my personal they’re
browsing the content they care about it.sense of style that has
changed, the Would it be a Google keynote if we shopping
experience is entirely different than it was just a few years
didn’t talk about Machine Learning? ago, because we used to rely on
brands KATIE HAMILTON: It would not, Sean. and on traditional marketing to
curate SEAN QUADLIN: Let’s take a look under the shopping
experience to tell us which the hood. clothes wither in style, who had
the For the past year, we’ve been working really hard to
bring an entirely new campaign to Google ads. highest quality products, and
whether We heard loud and clear that they want one simple performance flow, to
reach there was winter wear on sale forconsumers on YouTube,
Gmail and Discover. But that’s not how shopping
works anymore. The key here is to create an experience which is
relying on the user journey shaped constantly throughout the
Journey As they discover, Explore and seek information and
ideas.itself and not challenging it. It’s called discovery campaigns. When I go to discover, I’m
trying to get updates on things I care about, “Mobile searches
for “Best deals” Are up like, news stuff, sports teams, myself
90% over the past two years. personally, I spend a lot of
time almost product to buy” has doubled Year over year.maybe too
much time on YouTube on Gmail, buy” have grown by over 70% In
the past 2 years.I spend a lot of time on my inbox cataloging
through all of the promotions I received so the ads themselves
are shown how the shift to digital creates really made of
the integrated within the experiences.the opportunity for
more personal and measurable experiences. My job is to create work flows
that But even with so much of the journey feel natural and
easy to use for consumers. happening online today, 90% of
purchases There were a few design
principles we still happen in stores where it’s just as
important to be able to measure, held as we started Discovery
Campaigns.connect, and optimize. Number one, the ads should be
visually consistent. So let me be really clear. These shifts
have implications for We’re trying to create this ad which
every business.assumes a part in the user’s journey. And I
believe what we’re seeing is a The ad should feel as if it’s a
part of the product.shift that will be as profoundly The
second very important principle we disruptive as mobile was.had
was all of these discovery ads should be very high-quality. And
just as we saw happen with mobile, the shift currently
underway is creating We’ll have teams actively reviewing these
assets to make sure they match the a great separation, a
separation between standards of all of the different Google
properties and products.the brands that can rapidly and
repeatedly adapt during a time of The third was relevancy.
massive change, and those that cannot. You want the ad to be
focused on adding value. But this time is also different,
because this time the price of being on If an ad is not
relevant, it becomes noise.the wrong side of the divide isn’t
just In addition to that, we also offer ad lost market share
or maybe a few years focus controls.of playing catch-up.
Users can tap on the ad and provide us What’s at stake as
we have already seen with input about if they want to see more of ads like that or less of
ads like that.play out in retail and travel, is everything.
Because being on the wrong side of the That helps us fine
tune this ad experience for them and make the great Separation
today is an existential relevancy criteria stronger.
challenge to your business. Discovery Campaigns is a
one-stop shop So, what’s driving that disruption today?in
the sense that you upload really the Well, for one, we all know
that changes building blocks of your ad itself.in consumer
behavior sparked initially You tell the audiences that you’d
like by the smartphone 12 years ago have only to reach and we’ll
find those people increased and accelerated.across a variety of
different context This is just much more consumer engagement
and curiosity than ever and help you reach Google users across
before, a lot more.YouTube, Gmail and Discover with that
message. And you can all see that in
your personal browsing and purchase habits, And to do so,
we’re employing Machine Learning quite heavily. We know that most
advertisers think of Machine Learning as being this black but
it’s also substantiated by box, but what it truly is under
the hood research, like the stories of Rose and Luke, Who
Prabakhar mentioned earlier.is a set of algorithms that test and
behind today’s disruption. iterate and drive better
performance. Our asset base flow encourages advertisers to
provide multiple headlines, multiple descriptions and
viewers say they discover new brands or multiple images so our
algorithms can products on YouTube.take those assets and
render them We all know that marketers have more touchpoints
than ever to understand and natively in Google portals.
engage with their customers, but those We use audience
expansion to understand the audience that best works same
touchpoints are also behind the for the advertiser and then get
them third driver of disruption — a deluge even more of those
users to drive more conversions. of data.
And for brands that are not equippeded Additionally, we
want to alleviate to handle the step change in how much data
there is to manage today compared the heavy lifting of
thinking about Bidding.to five years ago or even two years ago,
it can feel like an overwhelming flood. And taken together, these
changes mean We encourage Smart Bidding, looks at the
traditional marketing practices will bids and delivers the
greatest return on not cut it. investment for advertisers. Design is much more than just
put To survive the disruption today means ingting pixels on
the screen or making things beautiful.re-defining your
marketing practices, Design is about how the product is able
even if you are doing well, just to keep to solve the core user
need. Now let’s be honest, digital
marketing is about driving business We give advertisers
the canvas, the brush and the paint.growth, so we can’t just
define success as just surviving. And we really look
forward to see how The good news is that leading marketers
advertisers could unleash their among you are already
successfully creativity to achieve their business goal on
discovery. turning the trends behind the
great Across YouTube, Gmail and
discover, all Separation into competitive advantage. How do
they do it?of the content is curated and personalized for
that user. Well, they harness all the consumer engagement and
data to meet and And so, what’s exciting for an understand
people’s needs at every step advertiser is we can, then, pair
your brand in that experience.of their journey at scale. And that
it’s almost like a recommendation. So, they’re
transforming that flood of It moves out of the realm of just
being consumer engagement into a string of an ad.insights, and
those insights cannot only That’s a perfect opportunity for
a brand to really shine and showcase their message.shape
media plans, creative, bidding, and measurement, they make it
possible it happens. SEAN QUADLIN: What a
great new campaign type for advertisers. That is what
leading marketers are doing. Now is the time for you to send us
your questions for the Discovery km
Campaigns. So, in a word, they anticipate. And right now, the
product managers. And you have that same opportunity.
Omery and Amy to the show. Now, there’s no push-button
solution here. AMY HEMMATI: Glad to be here. It takes a lot of work, but with
KATIE HAMILTON: What is the Discover feed?today’s computing
power, and yes, I don’t think I’ve heard of it or used machine
learning, and cloud technology, it. Great question, the discover
feed is the cumulative feed of content that has we can harness
the data in ways we never could before.been tailored to your
interests. Hilton hotels uses local program And there are
three ways for a consumer to get to it.information to anticipate
your First, is through the Google search app preference for
a non-smoking room near available on Android and iOS,
second is the elevator, skip the check in line and unlock your
room with their mobile app. through the Google Mobile Web
page. And thirdly, is for pixel forms when the consumer is
swiping to the right. And with the new discovery campaigns,
Hawai’ian airlines anticipates based on advertisers can reach
consumers who are in the discovery feed to discover new
phrases like flights to content through ad slots
interspersed in Allstate anticipates which of their
between the content. existing customers might be in
the KATIE HAMILTON: You swipe right and see the whole feed?
Market for a second or third insurance I love that feed.
policy And to To cross-sell to people Cool.with high customer
lifetime value and drive long-term Growth. SEAN
QUADLIN: Now you know what it’s called. anticipates that finding time to
visit a Amy, I’m curious, how did advertisers actually set
these campaigns up?dealership may I know you’re trying to
eliminate steps in terms of setup. We’re doing more of the
heavy lifting.So they let you pick a time and place What do
we do to actually make it and then bring the car easier for
advertisers? AMY HEMMATI: Thank you so much
for To you for your test drive. asking, discovery campaigns were
designed to be used. Those are some examples of companies and
they are examples that aren’t just about media. Go into the
Google ads UI and find the type. It’s about marketing playing an
Then, upload your assets. integral role in the entire
customer experience. You’ll need a headline, your logo with the
real important part of discovery campaigns are images. And we
believe it’s not only possible Find high-quality images.for
every brand to do this, but it’s You’ve seen advertisers be
successful what every brand needs to do to win in with
lifestyle images as well as images that showcase the
products.today’s environment. Make sure your website is
conversion So, the real question becomes when brands are
already proving this is trapped and we’ll do the rest. SEAN QUADLIN: Cool. possible, whether their business
is putting facial moisturizer On shelves, Booking hotel KATIE
HAMILTON: Twitter is blowing up rooms For travelers, Or selling
with questions.Why isn’t every marketer anticipating to win?
The first one from overtop media, are discovery ads
available to all?Well, I talk to a lot of you, and what I And
how can we participate?hear are a few key barriers. Are they
live today? Good question. First, siloed
media organizations, Discovery campaigns, which announced
today,.siloed incentives, siloed KPIs, leading They will roll
out globally later in the year. to siloed media buying. Pretty
much every advertiser I talked to agrees that today’s consumer
behavior To sort so far basically talk to us and no
longer aligns with traditional media see if we can get them in
the beta. KATIE HAMILTON: In that beta.
silos, and they also agree that to get SEAN QUADLIN: Exciting time.the
best business results, you have to And our next question from
Adam.optimize across the entire customer journey. This one is
for Amy. But the organizational and structural Will discovery
ads work for smaller businesses? barriers to that approach are
very real We’ve seen smaller businesses drive growth and
success with discovery campaigns.and dismantling them
is slow work. We’ll get you set up on the
beta. Second inhibitor is adapting to new creative canvass. SEAN QUADLIN:
Thank you guys so much for being with us today, discovery So,
the advertising industry has had campaign is very exciting.
decades to perfect the 30-second spot. We’re excited to talk to
you. And we appreciate your time. But as these consumer
surfaces and KATIE HAMILTON: And if you want
to get experiences have multiplied, so have started with
discovery campaigns right now, we have a video with tips and
tricks.creative formats, and that makes it hard for
advertisers to figure out which canvass they need to master,
which they need to show up on, and how to
do it all Hi, everyone, I’m a global product lead at Google.at
scale with limited resources. I’m here today to share tips to
help And last, but definitely not least, you drive
success from discovery campaigns.the ability to measure
it effectively. People turn to Google every day to find Now
digital marketers, probably all of information and explore
content online.you have waited for years for the They’re
watching videos, poring over industry to crack the nut on
product images, checking out the latest cross-channel measurement
and attribution.news and trends, finding promotions and more.
And yes, we have developed strong tools And then they
find something that for estimate and interpretation, but the
meets their needs, they’re ready to shop. Over 70% of the
consumers are on the perfect multi-touch attribution isn’t
yet a reality.lookout for new brands and products that make
their lives easier. But we shouldn’t let the perfect be the
Discovery campaigns give you a simple enemy of the good.
Because the reality is that with and efficient way to engage
billions of users as they browse content across the today’s
technology, it is possible to anticipate and deliver on
consumer needs.YouTube home home feed, discover or promotions and
social tabs in Gmail. It is possible to stitch together
touch points to understand what they want, to You can do this
from a single campaign. To get started, create a new
build creative variations for different campaign in Google
ads.contexts and deliver them at scale. You can create separate
ad groups, but you should only go down this route if And to
trianglate media mix models with you need to customize your
messaging for attribution and experimentation to Measure
outcomes.types of products or services or different customer
segments. We know that because we’re doing
it shoulder to shoulder with you. Consolidating ad groups
has two major benefits.variety of products that make it Easier
to optimize across formats, And across It saves you time and
simplifies how you manage your campaign.goals, As you heard
earlier, Whether that’s online conversions, store visits, Or
net-profits. Automation, you can supply multiple creative assets
per ad group and have our systems create different
variations. Also helps your campaign perform
ever for you to anticipate. better since machine learning
works Because now you can use that same faster and better with
more data.intent signal that’s always allowed you When you’re
setting up a discovery to understand what your customer
wants campaign, the first steps are to name your campaign. Choose the locations and
languages you in search across our properties, want to reach.
including YouTube, Maps, and Play. Set your b.i.d. And that
lets you tap into the power of intent to anticipate consumer
needs and bidding goals and budget. We recommend 10x the
value of your shape their journeys from end-to-end.target
CPAbid so your campaign doesn’t product assets and use them
become constrained by budget. to anticipate which items will
resonate Next up is selecting your audiences.with a
consumer shopping your category Which promotions will be most
appealing to someone We’ve seen advertisers drive great shopping
for a product you have And even results starting with your
marketing, custom intent or in-market audiences.which offers
will drive a store visit vs. A website purchase, Depending on
your Merchandising goals. With custom intent audiences, we also
recommend including at least ten of the optimizes across all of
these variables For you.top converting key words from the
search campaigns to help define and
reach the Smart Shopping campaigns are seeing On right
audience.average over 20% higher conversion value at a similar
cost over their Standard Shopping campaigns. Discovery
ads are designed to integrate into the browsing experiences on
discover, YouTube and Gmail. extend beyond search.
From the assets you provide, will help you build ad varyiations.
That’s why we built Discovery Ads that You’ll enter a final
URL, next comes Prabhakarimages which are a critical piece of
talked about, A new way to reach people when they’re open to
finding and learning new Things on Google.your creatives to
capture consumer YouTube or Discover, You can anticipate
attention and interests.what people need as they browse Their
With discovery campaigns, you can favorite content, And
inspire them To action with rich, Relevant ads when upload
brand logos and images.they’re open to helpful recommendations.
Here are our top four tips. to re-use your most effective
assets Use lifestyle or images that resonate from with things
your customers care about and clearly showcase your products.
today’s most popular social Networks. Provide a diverse
range of high On properties like YouTube, people resolution
imagery that showcases your are increasingly looking for brand
and products at their best. pre-purchase recommendations,
reviews, and reassurance. At least 1200 by 628 pixels.
In fact, 55% of people who shop for a product on Google say that
they go to Overall, you should provide as many
high-quality texts and image assets as possible.YouTube to
learn more before they buy. So we made it possible to use
the Upload both square and landscape images same set of
keywords from your search campaigns to anticipate the
right to allow your adsaudience for your video campaigns. to
provide better performance. You also don’t need to reinvent
the And across web and apps, we know that wheel.your most loyal
and engaged customers Feel free to test creative assets that are
often those who take the time to perform well from other
marketing campaigns like email and social. If they’re
successful in other download your app, and that’s why the
campaigns, they could work great with discovery campaigns, also.
products that Sissie announced are so important. Another
thing to keep in mind, don’t They let us do the anticipation
for you.include call to action buttons in your We listen to
those customers saying is uploaded images.they prefer to
purchase through an app You’ll add a separate call to action
button later in the setup process that and we direct them
to the right experience, and the early results have will appear
in your ad.been very promising. Images that contain call to
action text On average, deep linked ad experiences or buttons
will be disapproved.drove 2X conversion rates.
After uploading your images, enter That’s not a number you
hear me say a lot.your business name, up to five headlines and
up to five descriptions. Google’s cloud for marketing
enables you to bring together your marketing and sales data.
Want a pro tip? Offer clear calls to action and Sources
including CRM, e-mail, point of highlight special offers or
promotions sale systems, ad platforms, and more.that
encourage consumers to engage. So, by analyzing all of that
data together using Google Cloud’s powerful Once your
assets and messaging are in place, you’re off to the races.
Machine Learning tools, you can better anticipate what people
need, no matter Give your campaign time to ramp up how
they interact with your business.and learn what drives
the best So, innovations like these are a performance before
making any changes.downpayment on where we see the future Wait
until your campaign has generated of marketing heading. at least 40 conversions for our
Machine And I know we have a long way to go to Learning
models to learn what works best make anticipation easy, but many
of you for your campaign.are finding ways to make this work
today. Many of the marketers here today are Adjusting your
bidding goals could breaking down key barriers to interrupt
this process.anticipation that I mentioned a few years ago. We
hope these help set up your campaign for success. I’ll give
you some Theresa for sharing those best
practices.When Nordstrom realized paid media expenses
were growing faster than Sales, They broke down Long-established
media And measurement silos to drive better business outcomes.
Coming up next, a keynote with our SVP of Search Ben Gomes. teams around business goals like
KATIE HAMILTON: After that keynote, acquisition and
retention, and in the we’ll discuss Bumper Machine.process,
They increased revenues and that, Katie.lowered the cost of
sales attributable to marketing. I’ve got an assignment. I’m
trusting you to fly solo and I’ll have my sand box report for
you and all canvases by using customer intent to of you
tomorrow on the show. KATIE HAMILTON: If I have to,
I’ll fly solo. We’re looking forward to your sand box tour.
develop dynamic creative based on the consumer’s state of mind.
Okay, we’ll see the rest of you right here after the keynote. So
when Pepsi launched a new drink called Lemon Lemon, they were able to deliver personalized
able to deliver personalized YouTube content based on whether
a consumer was interested in working out, or in a fun night
out on the town.The personalized ads drove A 20% lift in purchase
intent and 25% lift in brand awareness. overcoming measurement
limitations by combining video ads With market level testing to
hold their media accountable to business goals. Concentrated spend, that led to
a 138% increase in foot traffic. brands that have had great
success with this approach, presenting on the marketing
leaders stage and on the think stages include GML, SoFi, Choice
Hotels, and many others, and I really encourage you to make time to hear their
I’ve already seen enough brands succeed by making anticipation
their Business that I’m convinced it’s a model for you do even more of what
marketers have always done; understand people’s
needs; Adapt; and iterate, And to do all three at speeds and with a precision
that was never possible until now. times are changing for
marketers, But now we can adapt to those changes and meet our customers wherever
they head.With great Anticipation, And grow our
businesses Like never before. SPEAKER: A lot of us who grow up
in different communities that aren’t part of a majority, we live in
two worlds. I think why I like the internet so much was because
I could connect with people. I would write about indigenous
issues. I remember one of the comments was like, if you’re serious about
changing this, you go to school. I didn’t know anyone in my
family that went to college, so it was like who do I talk to?
Who do I ask? Then you realize, like, okay, it’s not just about
how to go to college. It’s about what college, how to pay for
college, and that’s the cool thing! Like you have questions,
and there are answers within, like, the MLs of
— millions of results that pop up. Going to college set me on a new
course, because it’s not just a place of learning, but it’s also
a lot of personal dreams. Here I am in an environment where I can
just focus on exploring my curiosity. And so I went from,
like, how to go to college, to what comes next in
college? I knew I wanted to work in science and technology,
but it was like, how do I get an internship? Where do I look for
internships? When I started interning in DC,
I realized that the indigenous voice is largely missing from
these industries, and that’s why it’s so important that we start
seeing these examples, and we first have to make these
examples. I want to make sure that my community is getting these
opportunities. That just gives me the hope and motivation to [ Music ]. SPEAKER: Please wellwelcome
Please welcome senior vice president senior Vice President
search and assistant, Ben Search KP and
Assistant Ben Gomes. Gomes. BEN GOMES: Good morning, 21
years ago BEN GOMES: Good morning.when Google started
Search, the mission was to organization the world’s I’m
from the searchinformation and make it accessible and useful.
team. When Google started 20 years ago, Our mission was to
organize the world’s information and make it Universally 7:00 At the time, the world’s
information accessible and useful At the time, the meant
the web and the web was less than world’s information meant
the web, and the size of a small library.the web was less than
the size of a Not unlike the library I would go to small
library, not unlike the library I when I was a kid in Bangalore.
used to go to as a kid in Bangalore. The upper floor of
this building, not The floor of this building, not the whole
building.the whole building. The upper floor of this building, it
The library is the upper floor of the building. It took me two
buses and an hour to get took me two buses and an hour to get
there.there, and there were things that I was There were
things I was interested in I interested in that I couldn’t
study couldn’t study, like electronics.
because there were no books in the library, like electronics.
And I used this to illustrate a And I use this to illustrate a
certain point, that our ability to access certain point that our
ability to access information can be thought of in terms of
friction.information can be thought of in terms of fiction.
So, it took me an hour to get to where So it took me an hour to
getI was going. to there. The friction of
getting the information was essential lip infinite.
blizzard, but Indian traffic is friction. So, Google has made a
lot of progress Google has made a lot of progress in reducing
the friction overtime.in reducing that friction over
time. The web now consists of hundreds of The web consists of
hundreds of billions of pages we index on every billions of pages
that we index on every topic you can think about.topic that you
can think about, and we And we can give you results in a
fraction of a second.can give you results in a fraction of a
second. And that produces the most obviously And that
produces the most obvious kind kind of friction in accessing
information.of friction in accessing information.
Today I want to talk to you about three Today, I want to
talk to you about three ways in which we’re using ways in which
we are using technology, technology, particularly machine
particularly Machine Learning to reduce learning to reduce
friction in deeper friction in deeper ways in the ways in ways
in the ways in which people access information.which people
access information, and we And we are also extending the
products also are extending the products to to enable a
reduction in friction. enable a reduction in friction.
So the first kind of friction I want So the first kind of
friction I want to talk about is a friction that happens to talk
about is a friction that happens every time you type in a query.
every time you type in a query. It’s the friction of language.
It’s a friction of language. Language is very natural to us.
Language is very natural to us. We don’t necessarily think of it
that way. We don’t necessarily think of it that way. But when
Google search started, when you typed in a query, what we did
was we When Google Search started, what we did, we took
the exact words of your took the exact words of your query, and
query and matched them to the documents.
we matched them to the documents. And using page
rank, we returned to you the most prominent document that We
returned to you the most prominent matched the words.
documents that matched the words. A huge step above what
anybody else had done. This was a huge step above what anybody
else had done. But this works well if you you’ve seen This
works well if you have seen a a document before or you know the
topic document before or you know the topic that you’re
asking about.that you are asking about. But if you think about
it, that’s not But if you think about it, that’s not the
interesting case.the interesting case. The interesting case is
when you’re trying to find information about a topic When
you’re fry trying to find you don’t know about, a topic you’re
information a topic you don’t know about.looking to learn
about. A topic you’re looking to learn about. And in that case,
what you find is that What you find is people don’t know the
right words.people don’t know the right word. They make all
kinds of spelling mistakes and don’t know the right words to
use. They make spelling mistakes and they
don’t know the right words to use. For instance, suppose
I’m looking to For instance, suppose I’m looking to buy a
plane ticket.buy a plane ticket. I might do a query, like, how to
find the best prices on flights. I might do a query like, “How to
find Perfectly fine query.the best prices on flights.
Perfectly reasonable words, but the ” It’s a perfectly fine
query are reasonable words. person running the document
might use a But a person writing a document might word of
expertise like airfares. What if I was looking to buy insurance?
use words like “air fares. The document might use the word
premium. ” But what if I was looking to
buy insurance? So for just the word prices, we have The
document might use the word “premium.to convert it from the
words of the ” So for the word “prices” we have to novice to
the words of the expert based convert from the words of the
novice to on the context in which that word is used.the
words of the experts based on the I used the word prices.
context in which the word is used. So we have a system that
we have So, we have a system that we have developed over the
last 20 years and developed over the last 20 years, and it’s
working really well today in languages around the world.it’s
working really well today in languages around the world.
And it works for millions of words, And it works for MLs of
words, each of each of which has to do with these conversions. I
chose the word “prices” because I which has to do these
conversions.have nothing to offer you about I chose the
word “prices,” because I marketing or advertising or
channels, have nothing to offer you about all the things I heard
about other people talking about.marketing or advertising
or channels and I thought the word prices might all the things
I heard people talking about. resonate with you.
I thought the word “prices” might resonate for you. This
is our sinynonym system for the word prices. This is our synonym
system for the word Even with this conversion of words, we
“prices,” but even with the conversion still don’t
understand what those words mean.of words, we still don’t
understand what the words mean. If I ask you a simple question,
like, If I ask you a simple question like, who was the
president in 1918? In order to answer that question, you “Who
was the president in 1980,” in have a ton of world knowledge
that Search didn’t have.order to answer that question, you have a
ton of world knowledge that search didn’t have. You know
that America is a country, a country has a president, a
president You know that America is a country, a runs for a
certain period of time and country has a president, a
president that was a year and some president that runs for a
certain period of time, and year and you answer that question.
there was a president during that year, and you answer that
question. Now, in order for Google to be able In order for
Google to be able to do to do that, what we are to do was
build that, what we had to do is build what we what we call the
knowledge graph, which call a knowledge craft, which is about
a is about a billion people, places and billion people,
places, and things, entities in the world, and the billions
things, entities in the world and the of connections between
them.billion of connections between them.
And now using the knowledge graph, we And now, using the
knowledge graph, can begin to actually answer simple we can
answer simple questions about entities.questions about
entities. And we can begin to do a little bit of inference. And
we can even begin to do a little bit of inference like which
president’s Like, which president’s grandson was also
president.grandson was also president. You can try it, it
works. And it’s a very simple kind of inference.You can try
it. But we can begin to do that. And it’s a very simple
inference, but we can begin to do that.
But what about more complex things beyond entities? But what
about more complex things beyond entities? If any of you bought a
TV recently, you If any of you have bought a TV will have
noticed that the pictures of recently, you will have noticed
that the modern TVs are phenomenal except pictures of
modern TVs are phenomenal, sometimes they look strange.
except sometimes they look strange. And the question is,
how do you ask a And the question is, how do you ask a
question about my TV looking strange?question about my TV
looking strange? That’s almost certainly not the
right Almost SEERNly notword to use. certainly not the right
word to use. Here what we can do is use Machine We can use
machine learning and neural Learning and neural networks to
networks to transform your query.
transform your query. What we can do is take that
query, What we can do is take that query, “Why why does my TV
look strange?does my TV look strange? And convert it into
what we call a ” And convert it into what we call a neural
embedding.neural embedded. You can think of this as kind of
like a word cloud. You can think of this as kind of like a Not
exactly that.word cloud. It’s a large vector of numbers. It’s
not exactly that. It’s a large vector of numbers. And we can
also turn the documents into Then, we can turn the documents
into a a neural embedded.neural embedding. These kind of
represent the concepts These represent the concepts
underlielining the documents and the query.underlying the
documents and the query. And then, we can begin to match
these And then we can begin to match these underlying concepts
in the document and underlying concepts in the document and the
query.the query. We call this neural matching and the We call
this neural matching, and the end result of this is that we
can begin end result of this is that we can begin to give you
the exact result you’re looking for.to give you the exact result
you are And that is the soap opera effect.looking for, and
that is the soap Oprah effect. It’s not a word you could
possibly have guessed. It’s not a word you could have
It’s not a word you could have possibly guessed.known, right?
It’s not a word that you could have known. But by matching
those concepts, we can begin to give you the exact thing you
But by matching the concepts, we can were looking for.give you
the exact thing you were looking for. Now, these different
techniques begin Now, these different techniques to come
together in the Assistant as you begin to come together in the
Assistant begin to do a conversation.as you begin to do
a conversation. And, you know, doing a live demo
always puts a certain spring in your step. Doing a live demo
puts a spring in your step. So, even in the simple conversation,
I I can illustrate how some of these things work.can illustrate
how some of these things work. My office mates while talking
about a Now the other day, my officemates were movie they were
about to see, and I had talking about a movie they were going to
no idea what they were talking about.
see, and I had no idea what they were And they talked about
some guy who talking about, and they talked about snaps his
fingers and half of the world some guy who snaps his finger
and half disappears.the world disappears. You saw me in And
you saw me at the library, I’m more of a murder mysteries kind
of guy. me, I’m more of a British mysteries kind of guy.
But you don’t want to appear ignorant I’ve got Search.
especially when you’re the head of search. Which villain snaps
his fingers and makes half the world dispay peer? So, which
villain naps his fingers and makes half the world disappear?
SPEAKER: Thanos. Thanos, the villain acquired
the At the end of “avengers affinity war, affinity stones
for the gauntlet that let him snap his fingers and turn half
Thanos acquires a stone that let him of the population to dust.
snap his fingers and turn half the population to dust.
SPEAKER: Which is the most recent avengers
movie? SPEAKER: Recent avengers
movies, SPEAKER: I’m guessing end game. Show me reviews of the first
one. SPEAKER: Avengers end game
scored SPEAKER: Pretty good movie.
Maybe. But, you know, these movies, I
need refreshment after that. Show me restaurants near the
theater that are open after 10:00 p.m. SPEAKER: There
are a few locations. Here are their business hours for today. SPEAKER: I guess it’s burgers
for you if you’re awake at 10:00 p.m. near here. So, what that
conversation illustrates is how some of these things come
together. A complex concept about a
villain snapping his fingers, things in the knowledge graph,
word mappings, and beginning to understand more
complex set queries like restaurants that are open after
10:00 p.m. But you know, language seems so
simple to us because it’s built into how we think in our brains,
but it’s one of the most complex problems in all of science, and
we’re just getting started. Today, machines can beat the
world champion chess player, but they
sometimes struggle to understand language at the level of a
4-year-old. And that’s the beauty of this challenge ahead
of us. But language is one way in which
we process information. Another really important way
which you process information is visually. We have an enormous visual
cortex, and what that allows us to do is scan a whole bunch of
images quickly and decide what’s relevant to us. And you know, if you think about
it, image search sort of does that. It allows you to scan a
lot of images. But traditionally, image search
has been focused on getting you
pictures. Pictures of beaches, pictures of people,
pictures of sunsets. What we are really interested in is allowing
you to scan images in order to get at the underlying
information, not just the picture. And in order to do
that, there are thing two things you need to do.
. First of all, we have to go
beyond the pixels of the picture to the
underlying concept, and secondly, we have to take
into account the information and the
context in which you found that image. What page was it on?
What’s in that page? So for the first step, again,
Machine Learning is giving us huge
strides as was mentioned earlier. If you look at this
whole collection of images, we can now begin to tell which of
these are pictures of fish. So, we can tell that that
weird-looking thing is a fish. It’s a sea horse, technically a
fish. That used to be a fish. and it’s tastier
used-to-be-fish. So, Machine Learning has gotten to a point
where we can do some of that understanding of the concepts
behind the image, and that can allow us to change the ranking
of image search in one way. The second thing we need to do
is convert the interface of image search so you can see the
context of what’s behind those images. So, rather than just
looking at the picture itself, you need to know, is this a
thing I can buy? Is this something that I can learn? Is
— what kind of site does this come from? We have changed image search
itself. Suppose I was looking for a tire swing. In the past, all you would see
is pictures of tire swings. Now it’s a subtle change. We have
changed the ranking, but we have also changed your ability to
tell whether this is something you can build if you’re that inclined, or if
it’s just something that you can buy. Products are clearly
marked, and so on. As you can tell, we’re just getting started
on the spot, but the idea is to allow you to use images as a way
to process information and to get the underlying information,
not just the picture. Now using this Machine Learning, we
can go even further. The other day, I was looking for
— I wasn’t happy with the lighting in my living room, so I
was looking for room lighting ideas. So, sorry, I’m not clicking on
the ads. I’m going to image search. And there are ads there
for now. I really like this first picture. That kind of is
the kind of look I’m going for. And that picture, that lamp over
there is actually a lamp I used to have and it broke. It’s an
IKEA lamp. I’m sure many of you recognize a lamp that looks like
that. I have been looking for it ever since, and I want to find
that lamp. But how am I going to do a query for that lamp? Here is where Google Lens comes
in. So, using the magic of image recognition today, I can tap on
this and actually begin to show you
pictures of that lamp. Apparently it’s from Artemide.
Sounds European. It’s going to be expensive, I’m sure. But IKEA
is European, too. So, I can find the lamp I was looking for, and
I tried for a while. There were no words I could use
to find lamps that looked like that. So, what we can do with
technology today is unlock this other way in which Both by allowing you to get
information that you’re looking for visually as well as even ask
queries, sometimes, visually. But can we go beyond that? Can we go beyond the single
query and actually begin to reduce friction as you And there’s one insight we have,
which is that many queries that you do are actually part of a
longer information need. So, it’s most obvious when
planning a vacation, where you might do the queries over a period of days, weeks, or
months, but it’s also true if you’re researching a health
condition, researching a sports team, if you have a hobby. We find that 2/3 of the queries
we see are part of a longer query, and one in eight are
repeated every month. So how can we turn this insight into an
ability to reduce the friction in Well, we first need the
technology to understand that you are doing this. It’s obvious to us as humans,
but can computers tell that these queries that you’re doing are actually part
of the same need, I don’t think going need? Take these queries here. It’s
easy for humans to do, but what we have to do is use those
techniques I mentioned about w0rds and bring the queries
together. Camping and camping are in
common. Ozark trail is a kind of tent,
I’m told. I’m not an outdoor person. Sleeping bag for cold
weather. You can begin to tell that the words are related, there are entities
that are related. And using neural matching and
embeddings, that some of these concepts are related, and then
you can stitch it together into a longer user journey. Well, the first simplest thing
which we have launched is when you come back to search and do another query
in that same type on that same topic, what we are doing is we are surfacing
the queries you have done before. Now this might seem like
a very simple step, but what it lets you do is rather than when you come back to a
query, rather than try to recollect what you have done before, you can,
instead, take the next step. So, it reduces your friction in
taking that next step of the journey. And that works great if
you are going to do a query. But what can we do even without
a query? Seems like a tricky proposition. But if you look at how camping
queries, people do camping queries, you can begin to see that there are actually
subtopics within camping. These are a whole bunch of camping
queries, but within them, there are ways in which people prepare
to camp, in where they look for sites and other ways in which they think about
camping. So, what we can do is create a
topic layer on top of the Knowledge Graph that embodies
how these topics are related to each other. And using that topic
layer, we can We can begin to see the transitions begin to see
the transitions people people might be likely to make and what
might be likely to make, and what might might be likely
useful to them in the next step of their journey.be likely
useful to them in the next step of their journey. So, my goal from figuring out
what time of the year is, never go camping in Things to do
while there.California in the winter, things to do I would
have other questions, like why am I here?while there, I would
have other But that’s not part of what most people ask.
questions like “Why am I here? Seems like it’s perfectly
reasonable to But it seems like it’s perfectly look at nature
out of a hotel room window. reasonable to look at nature out
of a hotel window. Dos and don’ts, gear, those sorts of
things. Dos and don’ts, gear, warmth, all of those things. And
you can use this sort of layer to And you can use this sort of
a topic layer to help people take that next step help people
take that next step on their journey.
Now this is surfaced in the product Now this is surfaced
in a product we we call Discover.call Discover. And it’s what the Discover Feed
does is And it’s what the discover feed does is it
surfaces for you the next steps you it surfaces for you the next
steps you might be likely to take on the various might be
likely to take onjourneys you are taking on search based on
the queries you have done before and various journeys.your
activity. So, for me, you would be
surfacing For me, you’d be surfacing things about geology,
wood working, there’s one about biking.things about geology,
wood-working, one about biking. I don’t, that seems like. It’s
an ebike. That’s okay.it’s an e-bike. So, that’s okay.
Why would you e-bike on a trail? Why would you ebike
down a trail? I have no idea. I have no idea. This is a kind of
feed that caters to So, this is the kind of feed that my
information needs and the next steps caters to my information
needs, and the I might want to take on the journeys I’m on.next
steps I might want to take on the journeys I’m on. So, discover is helping you
reduce the friction access to information by Eliminating the
need to even do a query. eliminating the need to even do
a query. So overall, in 21 years, we have
So overall, in 21 years, we have gone on a journey ourself in
Search.gone on a journey of search. From simple word
matching to We have gone from simple word matching
understanding things about concepts and to understanding
things about concepts, and understanding things about how
understanding things about how concepts match and images.
concepts match and images to unlocking the power of our mind and
processing To unlocking the power of processing images to enabling
you to information with images to even enabling do and get
information without even asking a query.you to do and get
information without even asking a query. All through that time, our
mission has stayed the same: To organize the world’s information
and make it Making it accessible and
useful.universally accessible and useful. And what we have hoped to do is
turn And what we have hoped to do is turn the nebulous thoughts
and needs in your the nebulous thoughts and needs in your mind
into the exact piece of information mind into the exact
piece of information you were looking for, and do that with
you’re looking for and doas little friction as possible.
that with as little friction as possible. Thank you. [
Applause ] SPEAKER: ALLAN: Wasn’t that fabulous? I
like the image search examples, especially Google lens. Thank
you to our speakers this morning. I use it to shop all
the time.And thank YOU all for spending the morning with us. If
you missed any of his talk, you can First, we’ve transformed The
ground find that and all of our sessions at g.floor of Moscone
into a 100K sq foot product wonderland.co/marketinglive to
camp up anytime.demonstrations on display — all staffed But
it’s a great time to send us your with ourquestions at #ask
Google ads. Product management and engineering teams. We’re
going to be talking with a few YouTube experts about a huge
Share feedback Directly with the teams announcement from the
keynote.that build our products. this auditorium, we’ll be
featuring a very special panel titled: Inclusion works — how
brands redefine the rules to business and won more
customers. So, this is a very important What excites me about
coming to work is conversation to our industry about diversity
and inclusion.solving PROKs in new and exciting ways. And we are fortunate to have a
group of senior panelists who can share
their risks, learnings, and results. Those advertisers that
have no video, experience, trying to create a suite of
And tonight it’s time to relax and have some fun.new products
that be ready to start running campaigns on YouTube. So, I hope
you’ll join us at 7:00 a.m. of food, drinks, conversation,
and a special performance by 5 time
American A bumper ad is a six-second long nonskippable ad
on YouTube.music award winner, Katy Perry! Last thing, we’re running behind
schedule, so the sessions will begin It’s perfect for on the
go mobile. again at 11:45, not what’s in
your app. Enjoy the break. Thank you so much for coming! It’s
great for a large audience to get it out there quickly. When you run a three-bumper
sequence, you have 107% higher ad recall
and 134% higher purchase intent. If someone has context from a
30-second video, when you use the bumper to remind them, they
know what was happening so now you’re keeping that thing, that
one last piece of message you want to communicate to them. Bumpers can be expensive and
nontrivial to make. You might have a 30-second long ad, a
60-second long ad. It’s not always clear how you transform
that into a six-second long narrative to work for everybody.
We reached out to the research and machine intelligence team
and we asked them how they could help use Google’s machine
learning technology to SOFL this use case we watch them manually
bumper ads. You need to remove 80% of
the video. And at the same time, preserve the most important part
and attain the same message. We look through the whole process
and found this is very complex process even for humans. We wanted to create a tool that
would enable advertisers to take a long-form video, put it on the
bumper machine, let the machine cut it down into multiple bumper
options. All you need to get started is
a link to your YouTube video that’s 90 seconds or fewer, and
generate bumpers and bumper machine will provide you in
about a minute with several different bumpers you can edit
or choose from. What goes on under the hood in this process
is actually a lot more complex. First, the algorithms analyze
each frame within the video. A video usually consists of
multiple shots and clips. It’s important to find the right
frames to use. Each of the frames gets
evaluated and assigned a visual score using a variety of machine
learning models. For example, one of the models looks at each
frame of the video to detect whether a person is in frame. This is done using visual
recognition capabilities which can identify if a person is in-frame and how close
or farther. Helps find branding elements within the video. We
have trained the model to identify with logos, text
overlays and products appear so we can use the best branding
shots in the final bumper cutdown.
Lastly, to make sure the video isn’t blurry or choppy, we use a
combination of rule-based decisions to decide which scenes make the cut and the
final ad is created. Bumper machine is just a start
and there’s a lot of things we can do to help the advertisers,
to help YouTube’s users and to make editing and creation much
faster. What excites me the most is
being able to expand this tool to other types of formats. Maybe we can also help you
create a good 15 seconds or 30-second
long ads, as well. The creative process can be
very complicated and so bumper machine will add value to that
creative process. Taking that first step is
exciting, I feel like I’m making a difference helping createing better
strategies to help to better convey business
objectives. Cat Katz joining KATIE HAMILTON: Joining us now
are Ali and Nick. Thanks for having us. KATIE HAMILTON: Ali, did you
create something to replace creators altogether? inspiration for what they
actually want to build as a final bumper ad. You can take a
look at what six seconds can do with a video and build a
customized version yourself with all of the expertise and
creativity that professionals can bring. If you don’t have
all of the reSOIRSssources, it’s a great way to get started
without investing all of the time and money that could go
into professional video production. KATIE HAMILTON: Bumper Machine
got a standing ovation in the live keynote room, which is
ridiculous. What was the insight behind building the bumper
machine? The consumer insight? is our consumers love bumpers. You can tell a very compelling
narrative. Bumper Machine takes out of the
heavy work. If you don’t have the time or the money or the
expertise, that can be hard. is actually blowing up and dying
to know hot questions. For Ali, is one Bumper ad really
enough? Yeah, we think that Bumpers are
really powerful to tell a quick story. If you can fit in a
single message, single joke or single example.
It could be a great way to get TE message across. We also encourage ads. Working
with the formats together can get you increased effectiveness,
increased reach, increased awareness and ROI results for
your business. question is, will we be able to
simultaneously test machine creations like assets
and responsive display ads? Do you get the question? Because I
don’t. Or Nick? You know, I think the bumper
machine is a very first good step in terms of how do you, you
know, quickly make easier bumper ads? And you can take your ads with
different assets and see how they would appear as Bumper ads. We can
take the learning to other areas, such as display. KATIE HAMILTON: Got it. Cool.
And I think we have time for one last question, when they’re
actually mentioning machine learning, which is funny. With Bumper machine, how does
machine learning look at the contextual
relevance to determine a coherent message? Yeah, so, we use the Machine
Learning to pick out the elements that are potentially
the most interesting or powerful. So, for example,
closeups on faces or a brand message or a product in
action. And we’ll put those together to
create a cohesive message.
One of the other things we talked about this morning in the
keynote was the power of contextual and
audience targeting solutions, right? You can use custom
audiences to build exactly the right pairing of the message
with the audience that you’re trying to reach. And so, you can
put that altogether to make sure that the bumper is delivered in
the best way for your business. only watch cooking shows on
YouTube. I would get a cooking ad. That’s the whole idea. Yeah. KATIE HAMILTON: Thank you so
much for joining. I feel flattered you came on our show
because it’s a big hit and showing us how machine learning
puts this stuff together. Whether you’re new to
advertising on YouTube or you have some experience, knowing
the principles for developing creative video is really a must. Here are the ABCDs of some best
practices to get you started. Hi, everyone, my name is Erica
Mendez. Today, I’m going to be sharing the guidelines for
developing effective video creating for YouTube. We’ve
analyzed over 6,000 videos across 16 countries and
identified the key creative elements of high-performing ads.
We call them our ABCDs. Whether you’re getting started
for the first time or you’re a video Veteran, these data back
guidelines should help you build more effective video created for
YouTube. Let’s start with the first building block, a track. Think of your ad like a story
where you want to funnel the most interesting piece. The key
hook right at the beginning to attract the attention of your
audience. To help build an immediate hook,
you can leverage familiar faces. Another way is through tight
framing of key elements, like faces and products. We’ve seen these audiences focus
from the start. You can also attract attention
using different creative styles. We’ve seen that ads that feature
humor or suspense can draw viewers in. But we recommend
testing to see which one works best for you.
Now, let’s talk about the second building block. Brand. When developing a video,
advertisers should be thinking about when and how the brand is
introduced and used throw their creative. A good way to think
about this is to first define your campaigns marketing
objective. If your goal is to drive upper
funnel metrics, such as ad recall, you should be thinking
of integrating your brand into the first five seconds and then
continue to run throughout your ad. If you’re looking to drive your
brand, consider introducing your brand later on in the creative
to allow time for viewers to engage and understand your story
to drive higher watch times. Make your brand part of your
story and show your product being used to make it more
relevant and memorable for your audience.
Okay. So you have your audience
attention. So now what? How are you going to keep them watching
and make sure your message is resonating? That brings us to
our third building block. Connect. It’s key to build an emotional
connection with your audience. One way to do a it is through
creative styles. But you can also stimulate your
audience with new cuts and new scenes. Successful creative also
connects viewers by the audio and visual together. Use both to enforce your
message. Another way to connect is having
your talent break the fourth wall. Have someone speak
directly to the camera to have a conversation with the audience.
Our research shows this is associated with higher brand
lift and helps the viewer remember your message. Lastly,
your creative should contain a clear call to action. That
brings us to our final building block, direct.
On YouTube, you can use formats, like, true view for action and
call to action extensions to direct people on what you want
them to do after they view your ad. So there you have it. The building blocks for creative
effectiveness. Attract attention from the start, brand naturally and meaningfully,
connect with the viewer through emotional story telling and
direct your viewer to take action. I hope that these
guidelines help you kick start your next great YouTube
campaign. KATIE HAMILTON: Now, on to
another topic. Did you anyway it takes the average shopper at
least six visits to an app or mobile website searching at
least three different categories before they check out? I think
we all know this from our own shopping behavior. People move between websites and
apps constantly, but it’s not always a seamless experience. My biggest pet peeve is when I
go and click on a website and it doesn’t bring me automatically
to the app that I’m already signed in and have on my phone.
It drives me nuts. Come on, it’s 2019. I’d love if somebody could
make it easier. Well, the Google mobile team is
doing just that. It’s time for another Under The
Hood of app deep linking and measurement. complex. And that means
advertisers have more and more destinations they need to think
about serving their customers on. The line between mobile website
and apps is blurring. Consumers today with mobile
expect fast and precise responses to what they’re trying
to achieve online. We’ve all had that problem
where we see something we want to do, download or buy, and we
have to go through four or five steps to get there, Stein
sign in, again. If you have the app, it should be seamless and
take you right there. You can create one campaign. App deep linking enables you to
get traffic driving through your ads and send it into the app
deep link automatically when the user has your app installed
which will help you drive better results and more retention for
those app users. Loyal customers download the
app and that in and of itself is a strong signal of what the user
preference is. The app purchase journey is very personalized and
tailored to the users where the app saves the preferences of those users . We’re making an enhancement
because we’re finding if the user has the app installed and
going into an app deep link, it may be possible that’s actually
a higher value click. So if an ad goes into an app where the
mobile conversion rates are higher, then our smart b.i.d.ing
algorithms will take that into account and bid higher and
account for those clicks. The final piece is reporting.
One black hole we’re currently dealing with as an industry is
the reporting and converting passback issue. They’re underestimating the
impact the campaigns have in driving app transactions. It is
very important that we check that the pipes between apps and web
are properly set up. And this is the way to ensure that every
transaction that starts on the web and finishes on the app is
correctly attributed to the web campaign that drove that
transaction. In order to understand whether
users are being sent to the app deep links or the website or
other destinations, advertisers need to integrate with Google Analytics for Firebase to
accurately measure the performance between deep link
and website services. If they don’t, they don’t know
how are users interacting with them on the surfaces. You cannot really be a
successful marketer unless you really understand the user
journey. What Google can do is help
remove complexity and be the air traffic control for your ads to
just take the users to where they want to go. Clients that have applied deep
linking have significantly transformed the way they plan,
they measure and they implement Mobile Campaign. And I’m super
excited to be right in the middle of that action. KATIE HAMILTON: Here now are
Phil and Lorenzo to simplify for
developers. I’m going to hit you with a
tough question, first. App deep linking isn’t exactly new in the
industry. Why is Google doing this now? Yes, Katie, consumers today have
very sophisticated journey on mobile. And they go across app
and web seamlessly. The reason why we’re announcing deep
linking today, we’re recognizing that apps play an important role
in the consumer journey. And what we want to do here is to
maximize mobile results regardless of the surface that the user has
ended. KATIE HAMILTON: Also allows
marketers to measure that behavior, too. That’s awesome.
So this all sounds really complicated and hard. How much
work is required for marketers to really get this set up? All you need to do is go talk to
your developer team and ask them if they’ve set up app links on Android or
universal links on iOS. And if they have, then, it just works
in Google ads. Deep linking just works. KATIE HAMILTON: I thought it was
going to be a much longer answer than ask your developers, so
that’s great. I’m sure they will. Let’s turn to our online
audience and see what’s on our minds, very
active on twitter today. Chris Maloney asks, how do
website sales increase when pushing ads to a mobile app? LOR REN Lorenzo, I’ll let you
take that one. What we want to do is maximize
mobile sales across app and web. So here, we have to start
looking at a totality of mobile. Not just websites. KATIE HAMILTON: And it’s the
measurement, right? You can see this happening and optimize
based off of that. Phil, what business results can
advertisers expect to see from applying this deep linking? More mobile conversions. By
doing this, we’ve seen on average 2x increase in the conversion rate
for those clicks that go into deep links. So you’re going to see good
uplift in mobile conversions. in, check out right away. That’s
awesome. KATIE HAMILTON: One last
question. Does Google have plans to enable app deep linking from
other product areas beyond just search, display and shopping? say, plans to extend this
deep-linking capability across all Google ads products. So you
know, right now, we’re starting with search, display and
shopping, you can expect this to be extended to video advertising
as well as other inventor sources that we have. KATIE HAMILTON: That’s awesome.
Let me see if we have one last question. Is deep linking the only key to
success for web and app marketers? I can’t imagine it’s
the only key? No, I mean. There’s many
things. But I would say the one other really important thing is
measurement. If you’re doing really great
inside of your app but then you never see those results back in
whatever tool you’re using, then it’s almost like it didn’t
happen or maybe some other team is measuring it but you don’t
know. KATIE HAMILTON: Right. Measuring those results back to
the campaign that drove them is actually a lot of what we’re
doing this year with this announcement. KATIE HAMILTON: Right. You get
to see the whole customer journey on how they got. There.
Thank you so much. I’m exhausted of deep dives at
deep linking and discovery campaigns
and more to M co. Later today, we’ll hear from the leaders of
the advertising industry on how they’re developing new marketing
strategies to grow their business.
Tomorrow, we’ll kick off the inclusion works panel and hear
from chief experience officers from
Fenyn Fenta Beauty and FAB let
Fabletics. We loved having you guys here today, thank you so
much for being such an important part of Google Marketing Live.
Hope you enjoyed it. And see you tomorrow mortgage. morning.

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