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Google Marketing Innovations Keynote in 10 minutes (New features in AdWords, Analytics and more…)

Google Marketing Innovations Keynote in 10 minutes (New features in AdWords, Analytics and more…)

(funky pop music) – Hello, everyone, and welcome
to Google Marketing Live. We have a lot of great
announcements in store for you. It should be easy to figure out how different things fit together, and which solutions are right for you. That’s why, later this month, Google AdWords is becoming Google Ads. For marketers using our platforms, it’s also critical that
you have transparency and choice when it comes
to the media you buy and how you measure. That’s why we’re also combining
our enterprise advertising and analytics platforms to create the Google Marketing Platform. This solution brings together our DoubleClick advertising products and the Google Analytics 360 Suite to help you plan, buy, measure,
and optimize digital media and customer experiences,
all in one place. – So, let’s get started by talking about how we can drive performance on YouTube. TrueView for reach brings
our primary in stream format together with the simplicity
of impression-based buying. This format helps you raise awareness among a broad set of customers, all within YouTube’s 95% viewable and 95% audible environment. TrueView for action is optimized to drive conversions on your website. With TrueView for action,
a prominent call to action appears throughout the video, and even remains after
the video completes, and beyond driving conversions, many marketers turn to YouTube to help increase brand consideration. To help accomplish this, we’re introducing a new bidding
strategy, maximize lift, that uses Google’s machine learning to help you reach people
who are more likely to consider your brand
after exposure to an ad. The TrueView for reach and
TrueView for action formats are now available, and you
can look for the maximize lift bid strategy to come out later this year. – So, how are we innovating on search ads to help you get better results? No big surprise here,
it’s machine learning. That’s why, today, we’re
introducing responsive search ads. Powered by Google’s machine learning, these ads mix and match multiple
headlines and descriptions to find the best possible combinations, making it easy for you to deliver unique and tailored messages
to potential customers. Now, while better ads are
key to driving results, even the best ads may not perform if your landing pages aren’t up to par, especially on mobile. That’s where our new mobile landing page speed score can help. Starting today, we’ve begun
rolling out a new column on the landing pages page in Google Ads, featuring this new mobile speed score. Driving results is critical
to any advertising campaign. However, making sure that
you accurately measure those results is equally important. But measurement in
today’s mobile-first world can be a challenge. There are more mobile
devices than ever before, and people move between
devices throughout the day. That’s why we’re introducing
cross device reporting and remarketing in Google Analytics. With cross device reporting
coming to Google Analytics, it’s easy to measure the
full value of your marketing across channels, and it’s available now, so try it today. With that, I’d like to
welcome Kim to the stage. She’ll discuss how we’re making
things easier for marketers through simpler experiences
that reduce complexity. – Good morning. We had a vision. Can we help small businesses
get up and running with ads in just a few minutes? We call this new campaign smart campaigns, and it’s rolling out to
advertisers this year. Learn about their business
through their website and Google my business listing. We automatically create sample ads that focus on what make them unique. Their ads run across Google search, local search results, and the
three million sites and apps available through display, and we leverage machine learning
to optimize their campaign and help them find new customers. Did you know that nearly
half of small business owners in the U.S. don’t have a website? That’s why, as part of smart campaigns, we’re testing the ability to
automatically create web pages that are optimized for ads. They showcase the right
information about your products and services and match
that to the ad creative, and conversions and
reporting are built right in to make sure you get the most
from your advertising dollars. – Hey, everyone. So, it starts with getting
your products online. In the past, managing a feed
to give Google information about your products has been
a long and manual process, one involving daily checks to make sure your products are up to date. Later this year, automated feeds for
shopping ads will launch. Automated feeds crawls your website, gathers the relevant details, and automatically builds a feed
from your online inventory. In May, we announced a new
type of shopping campaign, that automatically optimizes
to the goal you select. It runs your shopping ads across
Google’s major properties, and includes display remarketing, so we have more exciting
features coming soon for smart shopping campaigns. First, we’ve introduced integrations with leading eCommerce
platforms like Shopify to make it seamless for you to
onboard onto these campaigns. By the end of this month, you’ll also be able to manage
your smart shopping campaign directly in Shopify, so what this means is you can work in one single interface to manage your campaigns
without having to switch back and forth between
Shopify, Google Ads, and merchant center accounts. Next, we’re introducing additional goals for smart shopping campaigns. We’ll be adding two new
goals, driving store visits and acquiring new customers, in addition to maximizing
conversion value. Now, let’s turn our attention
to another type of business that relies on in-person
connections, travel companies. We’re excited to launch
new hotel campaigns right in Google Ads, so
with hotel campaigns, you can easily group hotels
by important attributes, like say brand and class. You can utilize powerful bidding controls and machine learning to
help you maximize bookings at your RY goal. I’d now like to introduce
Pyam to the stage. He’ll talk about how we’re helping enterprise marketing
teams collaborate better with Google Marketing Platform. – Thank you, Phil. Google Marketing Platform
unifies our advertising and analytics platforms
into a single solution. This includes Google Analytics, as well as tools for
optimization, surveys, and data visualization. DoubleClick advertiser
products are also joining Google Marketing Platform. We have some new product
names to share with you. First, Search Ads 360 is the new name for DoubleClick Search. Search Ads 360 helps you plan, buy, and measure search ads on Google and other search engines. Second, Display and Video
360 brings together features from DoubleClick Vid Manager, Campaign Manager, Studio,
and Audience Center, and finally, we’re
building new capabilities into the overall platform, and marketers like you have told us that your number one priority is to better understand your customers. That’s why we built a
new Integration Center to make it easier to connect
products and share insights. You can use Integration Center
to connect Analytics 360 and Display & Video 360
in just a few clicks, and once the connection has been made, you can use Analytics 360 Audiences and Display & Video 360 to
create more relevant campaigns. With any campaign, you
need to be able to see what’s working and respond to changes as quickly as possible, so we’re bringing speed
and simplicity to reporting in the Display & Video 360, with a new feature
called instant reporting, so JT can quickly see which
creatives are performing well, and he can make realtime creative changes to improve performance. Well, the good news is that
Google Marketing Platform and the Display & Video
360 features I just demoed will start rolling out to all customers in the next few weeks. Now, shifting gears a little bit, I wanna talk about one specific challenge, which is measurement. This is something all
of our customers face, whether they are using
Google Marketing Platform or Google Ads, and
while we strive to build great measurement solutions ourselves, ultimately, we believe
it’s up to each of you to choose what’s right. That’s why we are announcing
Google Measurement Partners. This is a new program that brings together 23 new and existing partnerships
across critical areas, like viewability, brand
lift, and brand safety. For example, we partner
with Integral Ad Science and Double Verify for viewability, verification, and brand safety. We partner with Nielsen
and IRI for sales lift and marketing mix modeling, and we’re working closely
with these partners and industries bodies to ensure you have the measurement
tools and standards you need to drive your business forward. I wanna thank all of you for attending and for watching the livestream. It’s been a pleasure sharing
what we’ve been working on, and we are excited to partner
with you over the coming year.

16 thoughts on “Google Marketing Innovations Keynote in 10 minutes (New features in AdWords, Analytics and more…)

  1. Thanks a lot for the summary! I know editing such stuff can be painful, therefore it is important for you to know that it is highly appreciated!

  2. What's the best way for SEO to embed YouTube videos in an HTML page? in an Iframe? or there is a better way?

  3. Anyone know if this event is recorded, I can’t watch this years event live, I know that they usually post the keynote, but what about the rest of the event? Thanks.

  4. This is 100% bullshit. Yup, I said it. Google uses a different A.I now for its search engines (no one told you this?) The new A.I is taking out human results for data and it is deciding on its own what to rank and why. This new A. I is called A.N.I (Artificial Narrow Intelligence). How come Google never tells anyone this info? Why is it that top level SEO's are the only ones talking about this because its effecting people's web pages and their visibility for as. SEO's who manage huge accounts are calling out Google because the science based SEO that people normally relied on, is now dead! Call me out on this if you want, but the results speak for themselves to the tune of $70 Billion dollars in lost income for Google, go research an article about how Google lost $70 Billion from the Pay Per Click platform. People stopped using as much because they go next to no results because the results are now manipulated more than ever and unless you are a savvy SEO who understands how to do SVE testing and Multi-Variate-Sorting, you are now 100% clueless as a business owner about your data and how to use it for deploying ads of any kind. Google can brain wash you all they want with new innovations and all but in the end, they are not telling you the truth and you need to read right through their bullshit if you plan to gain any ground online for ranking well and converting ads. Do your home work, they changed the rules on everyone without notice!

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