Marketing Live 2019 Day 1: Ads Innovation Keynote

Marketing Live 2019 Day 1: Ads Innovation Keynote


♪ (piano) ♪– (voices) Ten.
– ♪ (woman) See the USA ♪
♪ in your Chevrolet ♪♪ (upbeat music) ♪Nine.♪ It’s the next generation
comin’ at you, growing strong ♪
Eight.(woman) So that’s
what happened to me.
I’ve been Calvinized.Seven.♪ (man) Fall into the Gap now,
get to the Gap now ♪
Six.♪ (whistling) ♪Five.(man) You gotta understand
I’m a Levis 501 natural blues man.
Four.♪ (kids) I like pizza pie!
I like macaroni! ♪
♪ But what I love is my first Sony! ♪(Pillsbury Doughboy laugh)One.(applause) ♪ (upbeat music) ♪ (announcer) Please welcome
to our stage Senior Vice President, Chief Business Officer Philipp Schindler. (applause) Good morning, good
afternoon, good evening, whatever time zone you are in. Welcome to Google Marketing
Live, today! (applause) It’s great to see all of you here
with us today ― over 5,000 in the room from over 68 countries
and tens of thousands more tuning in over the livestream. And you are joining us
from all over the world. I’ve heard we have here
folks from Brazil. Anybody here from Brazil? (cheers) How about the United Kingdom? (cheers) Let’s pick another one. How about Japan? (cheers) And of course my home
country, Germany? (cheers) That’s a lot of Germans in the room. Let’s see if we can
beat German enthusiasm– anybody here from the U.S.? (cheers) And last but not least,
a big hello and welcome to all the other countries
joining us today. Let me be the first
to say thank you. Thank you for your partnership, for entrusting us with a role
in growing your business. It is a responsibility
we take very seriously. We appreciate that you’ve
made the time to be here. Our No. 1 priority this week is to
listen and engage with all of you. It has been a busy couple
of weeks for us at Google. Two weeks ago at Brandcast,
we celebrated the amazing creator, entertainment and music content
on YouTube, and we shared new ways for marketers to reach
consumers directly. Last week, we were at I/O. We shared ways we’re making
Google more helpful for everyone. This idea of building for everyone
cuts across everything we do, whether it’s new devices, new features, or bringing AI, privacy, security,
and accessibility to everyone. This drives not only
how we build for consumers, but also how we build for marketers,
for all of you. And now, we’re here at Google
Marketing Live, so let’s talk about what all of this
actually means for you. We see three meaningful evolutions–
some call them revolutions– heading our way. First, as you all know, smart devices are emerging all around us. But what’s new is that our
interaction with these devices is becoming a lot more natural. Digital assistants are a big part
of this, but not the only drivers. Even our search product sees
a lot more natural, conceptual questions that we can now answer. And this is playing out across
multiple surfaces– phones, cars, TVs, speakers,
and many other device types. The challenging part is that
as consumers move to smaller screens and surfaces, they expect you
to deliver higher quality results. Look at desktop,
there’s space for a lot of links. Look at mobile. A lot less space. Then look at the smart speaker. There’s probably only room
for a couple of answers. The quality of these answers–
whether they’re organic or commercial experiences–
needs to be significantly higher. What we will also see is a variety
of input and output factors emerging for all of these interactions. One of our predictions is that a
major use case will be voice in, image out. As an example, if you ask the
Google Assistant to show you Iron Man costumes, you don’t really want
the speaker to read out descriptions like the helmet has red
and gold stripes, or the boots are
this shade of rust. No, it’s much better to see
the results displayed as you think about how much of an
Avenger you want to be. Or not. (chuckles) And we should be able to predict
what’s the best display around you 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. Of course,
you can check it out in 3D. See it from all angles. But now, you can even place it in
the physical world, parked outside your home and see whether it
matches your Iron Man costume. But you’re probably thinking,
“That’s great, but what’s the best way
to get ready for this?” The answer is: stay close
to the evolution of mobile. And by the way, this especially
includes the basics, like site speed and ease of use. Mobile is and will continue
for a long time to be the number one platform
for consumer engagement. And most of these
innovations will be keyed off the mobile experience. Keep in mind that every year,
there are trillions of searches all over the world on Google,
and more than half of those searches happen on mobile devices. And by the way,
the Google Assistant is already on more than a billion devices worldwide. So if you stay close to how
our products work on mobile, you will be ready for whatever comes next. The second revolution is
in machine learning, but you didn’t come
all this way to hear that. What’s new, and actually quite
fascinating, is the speed at which machine learning is improving,
driven by advances in cloud computing, on-device hardware,
and new neural network architectures. Let me give you a few examples. Three years ago, the Google Assistant
could barely complete rather simple tasks, 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 advanced
image recognition technologies. Another example: three years ago, computer vision
could barely tell the difference between a cat and a dog. And indeed,
sometimes it is a bit hard. (chuckles) Today, you can simply point
a phone’s camera at your dog– and BAM– Google Lens tells
you everything you need to know about this breed. Or take the example of translation. Three years ago, you had to manually
enter every text line-by-line to translate something. Today, point your camera
at anything and you can read it as if it were written in
your own language. Your phone can even say it
back to you if you would 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 our ads products
to make them more helpful and relevant for consumers,
and easier to use and even higher performing for all of you. And in just a while,
you will see how we actually do this. This brings me to the third
and final point– the significant change in user
expectations for privacy. Privacy has always been
one of our top priorities. That’s why our teams have been
working incredibly hard on technologies that deliver user privacy in new and more powerful ways. Things like Federated Learning,
which runs machine learning on-device so that the data stays there
and stays private, while still benefiting
from the key learnings in a privacy sensitive way. And nowhere is this more
critical than in marketing. We have a shared responsibility
to make this work for users, and not just for users
but also for the ecosystem. Because, always keep in mind,
it is this ecosystem that supports a free and open
web for everyone. Over the last 12 months,
my colleagues and I have had a chance to meet with many
of you here with us today. You’ve told us how these three
evolutions, or revolutions, are having a major impact on every
part of your marketing process. So let’s look at the top four areas
that will be impacted: No. 1, gathering insights. Machine learning has enabled us
to process data and make decisions at a scale unimaginable
just a few years ago. One example of this
is obviously Smart Bidding. Where every second, we make
millions of bid changes to maximize your results,
and frankly it works like a charm. But as technology helps to take
care of mundane tasks, there is a black box effect. How do you uncover
and apply the learnings that the machines are generating? That’s why you have 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 marketing,
like what the full path to conversion looks like,
and which customers are most valuable. Let’s look at the next step
in your marketing value chain: managing your campaigns. As people interact with more surfaces, complexity is going through the roof so your planning tools have to keep up. But too often, we make you work
on a channel-by-channel basis. So, what you’ve told us is,
“Hey, make my life easier and my team’s life easier.” Many of you said, “my team’s life easier.” “Give me ways to plan
by customer instead of by channel.” In a few months– in a few moments,
hopefully, not in a few months– we will show you how
to access more inventory across channels
with a single click. This will make it a lot easier
to reach people across Google surfaces of today,
so across the surfaces today, and seamlessly scale
to the surfaces of tomorrow in a privacy-sensitive way. Let’s move onto No. 3 Creative. As I mentioned earlier,
user expectations for your creative are higher than ever. But you’re still spending too much
time mixing and matching creative assets to create relevant ads. So you’ve told us, “Give me more
ways to test and tell a story using the assets I have.” I think you will be pleased
with what you’ll see today. We’ll show you new ways
to transform your creative assets into relevant and beautiful
experiences, at scale. Finally, the 4th piece of your
marketing process: the way marketing is
measured must change. We’ve heard you say it loud
and clear many, many, many times: “Give me better ways to measure
impact while, obviously, protecting user privacy.” Trust me, no one likes
a better ROI more than we do. And we want you to have full visibility, because we bet on our media and platforms delivering best-in-class
ROI every single day. But it’s in all of our interests
that we get there while ensuring the highest bar for user privacy. So, yes, it might take longer
for us to deliver the measurement tools you need. Doing this right is very hard, even for some of the best
computer scientists in the world. But know that we’re committed
to finding solutions that work for all of you whether you’re
an advertiser, an agency, or a technology provider. That’s why we are heavily
investing in measurement products like Google Analytics and Ads Data Hub,
built with privacy at their core. I think you will like what you see today, 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. Like I said at the start,
we’re here to listen and engage with all of you. That’s why we’ve built
a 100,000 square foot sandbox downstairs where you can
demo our latest innovations. We have more than 500
product experts on hand to give you a behind-the-scenes look. Over 500. And meetings are already
scheduled with each of your account teams to go deeper. So please tell us how
we’ve done with your asks. Ask us the tough questions.
Don’t hold back. And challenge us to do better. With that, I would like to introduce
you to a friend and colleague. He literally wrote
the textbook on search algorithms. He holds 20 patents. This is his first time appearing
on stage at Google Marketing Live, and I know he’s excited
to give you all a first look into the latest innovations
behind our ads. Please welcome, our Senior Vice President
of Google Ads, Prabhakar Raghavan! Prabhakar. Thank you. ♪ (upbeat music) ♪ Good morning. Morning.
Welcome to Google Marketing Live. It’s a beautiful morning
here 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.>From the very beginning,
Google’s focus has been on building products that deliver
everyday helpfulness. Speaking of the beginning,
It’s been over 20 years since I first met Google founders
Larry and Sergey at Stanford. We were all doing research
on search algorithms. So they started Google and they suggested
I join their nascent company. I said, “Nah, you guys will
never make any money.” (laughter) I’ll never forget their response: “We’re going to create
the best search engine in the world and reinvent AI; if we succeed,
everything else will follow.” I shook my head in disbelief, and it was years before I saw
the light and joined Google. I came to realize that sometimes
the best opportunities lie in building novel solutions
to old problems, especially when those solutions
address everyday needs. Inside Google, we call
this the “toothbrush test.” “Is it something you will use
once or twice every day, and does it make your life better?” That’s the question our founder
Larry asked for every product we built. Across Search, Play, Maps
and more, we’re focused on products that deliver
such everyday helpfulness. And we did the same thing
when I was leading Google Apps before I moved to advertising
seven months ago. One of my favorite examples is Gmail, which has more
than 1.5 billion monthly active users. See, Gmail solved an old problem
in a novel way, with threaded messages and the ability to search as opposed
to using folders to find things. But there’s always more we can do. When we’re corresponding by email,
we spend a lot of time every day writing mundane responses,
like, “that’s a great idea,” “thank you,” “approved.” That’s busywork, which
leaves less time for you to focus on what truly matters for you. So we created Smart Reply.
What’s Smart Reply? Gmail analyzes your incoming
email and suggests three responses. If you like one of them,
simply tap and send. Today, more than 10% of Gmail users
that reply to email each week use Smart Reply,
machine generated but human approved. In fact, our own development team
has been caught sending Smart Replies to Smart Replies to Smart Replies… That’s a thing, yeah. But there’s something magical
about the way innovations like Smart Reply can change the way people work. Today, Google delivers this everyday
helpfulness across eight properties with more than 1 billion
monthly active users each. And we extend
this thinking to ads as well. We believe ads should be helpful. Even back in 2000, the very first ads
that appeared in Google Search results connected people with
the things they were looking for based on the keywords they typed. And Google Ads, or AdWords
at the time, made it easy for anyone, including marketers–
even those who had little or no online advertising experience–
to find customers on Search. Today, those ad experiences
look and feel different. They’re more engaging. They’re seamless. And most importantly,
they’re relevant and more personal. Let’s have a show of hands:
how many of you have spent time researching hotels
in the past three months? Looks like quite a few of you. It’s a tricky business. How many stars? How far away is it? How much? And am I getting the best deal? When you look for hotels
in Google Search or Maps, you now see way more information,
like photos and reviews from across the web, all within a seamless
and immersive experience. Hotels and travel agents
can promote their room rates, availability, loyalty perks, all within the same experience
using a hotel ad. This makes planning and booking
simple and easy for our users. Google understands people’s intent
better than ever before, enabling businesses to anticipate intent
and create ad experiences that surprise and delight customers. But we have so much more to do. Consumers are constantly
redefining their expectations. When they turn to their
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 a purchase journey. And they expect to engage
with more rich immersive content, like images and video. We know consumers are no longer
following a linear path from awareness to purchase. Even within the same category,
journeys can take many different shapes. To show you what I mean, let’s turn
to our Research & Insights team. They analyzed touchpoints within
consumer journeys for thousands of individuals
who opted-in to a panel. I want you to meet Rose and Luke,
both of whom went on a recent journey
to find new video games to play. Their touchpoints included searches,
video views, page views. Rose, who’s from Maryland,
had more than 80 touchpoints over 68 days before finally renting
“Shadow of the Colossus.” Over in Michigan, Luke had more
than 550 touchpoints over 28 days before finally buying
“Metal Slug Anthology.” When we look at these journeys
side by side, we see a lot of similarities,
but we see even more differences. Both Rose and Luke moved seamlessly
across search, websites, and YouTube, their curiosity
shaping their next touchpoint. However, the frequency of these
touchpoints, the number of brands they engaged with, and the time
it took to make their decision, is fascinating to say the least. Throughout their journeys,
these two gamers narrowed and broadened their consideration set
in unique ways. Yet Rose and Luke aren’t alone. These types of journeys
are now the norm regardless of your product or category. And that raises
some interesting challenges for marketers. In a world where
the consumer journey is ever-changing, how can we be responsible
and retain their trust throughout their journey? How can we be there if we don’t know
where they are in that journey? How can we be useful if we don’t
know what they’re looking for? Google is in a unique position
to answer these questions. Let’s start with being responsible. The greatest businesses
in the world are founded on user trust. That’s your objective, and ours too. We always want to do more
for consumers, and with so many touchpoints in their journey,
there can be an abundance of information available
for ads personalization. But it’s our responsibility
to use as little of that data as possible to meet their
expectations for relevance Our experience shows that people
prefer ads that are personalized to their needs and interests
but only if those ads offer 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’s collecting it. It means their choices
about ads personalization should be respected,
and any attempts to bypass those choices should be prevented. For example, device fingerprinting
to collect data for advertising does not allow reasonable user
control and transparency, and so Google’s ads systems
do not use it. Nor do we let others bring
fingerprinting data into our advertising products. Finally, it means users should
have control over their personal data, including who has access to it,
how long it’s stored, and how it’s used. The Google Account pages
and account settings on your device make all of this easy. In fact, last year alone,
people visited the Google Account pages more than 2.5 billion times,
where they can view, adjust, or opt out
of ads personalization altogether. And we respect those preferences
throughout their journeys. It’s this user-first approach
that allows Google to earn and maintain trust
with users around the world. The ad innovations my team
and I will share with you today all carry this design principle
at the heart. We’ll show how our products
respect users’ privacy while meeting their expectations
for relevance. We’ll also show how you can use
Google’s understanding of consumer intent to reach people
at the right moments in their journey. And lastly, we’ll show you how you can
combine creative with technology to deliver ad experiences
that are useful and absolutely engaging. So let’s get started. Whether it’s finding a new video game
or booking the best hotel, people turn to Google when they want
to find or learn new things: They browse YouTube’s home feed
for relevant, curated videos. They glance at the Promotions
and Social tabs in Gmail for new or timely offers. Or on Google.com, they swipe
through the feed in Discover to catch up on the latest trends and news. As we saw with Rose and Luke,
these moments are opportunities for you to connect with
your customers early in their journey. We found that more
than 3 out of consumers enjoy making unexpected discoveries
when shopping. But in order to get them
to take action, you have to anticipate
what they want or need. In fact, 85% of consumers will take
a product-related action within 24 hours of discovering
a product that meets their needs. These actions include reading reviews,
comparing prices, or even purchasing the product outright. Google enables you
to do all of this using our unique understanding of intent. So we 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 they’re most open to discovering your products and services, all packaged into a single,
easy-to-use campaign type. Here’s what you get out of the box: First, unmatched reach. The YouTube home feed,
the Gmail Promotions tabs and the feed in Discover reach
hundreds of millions of people in the moments when they are
most open to finding something new. Second,
rich and relevant creatives. Discovery ads provide an open canvas
for you to inspire and engage consumers. You can showcase your brand
or your products in a swipeable image carousel, and include additional information
to drive action. Simply provide a diverse set
of high-quality creative assets and Google’s machine learning magic
will do the rest. We’ll deliver the best ad,
rendered natively across each Google property,
to help you get discovered. And finally, results. By combining this incredible reach
and creative canvas with Google’s understanding of intent,
you can be confident you’re anticipating
what your customers want and delivering the results you care about. Discovery ads are already shifting
the way brands think about the customer journey
and what it means to their business. To share an example, please join
me in welcoming TechStyle to the stage. Let’s roll the video please. ♪ (ambient music) ♪ Ladies and gentlemen, please join me
in welcoming Laura Joukovski, Chief Media Officer
of TechStyle, onto the stage. (applause) – Welcome, Laura.
– Thanks for having me. So good to have you here. Laura, your team was one of the earliest
beta users for Discovery ads, so thank you for your partnership. TechStyle serves more
than 5 million members, a base that’s rapidly growing. What makes you so different from all the other
fashion brands out there? TechStyle believes in creating
affordable, fashion-forward products that are accessible for everyone. We like to layer on top of that philosophy an emphasis on personalization
through data and technology. And I’m happy to say it’s working
really well across our portfolio of brands which is why we’re constantly looking
for new opportunities to scale. I urged my team when I heard
about this new opportunity to get in on the early action. That’s great to hear, but what really was this opportunity
that you and your team saw? It probably comes as no
surprise, but feed-based advertising is on the rise. Here’s a surface where people are
declaring an openness to discovering new things, whether that’s
world news or new shoes, they’re saying,
“Show me something new.” To date, 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 that’s Search. When you can understand
what she’s looking for, and show her a personalized ad
in the moment when she’s open to discovering something new–
that’s a win-win. 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? I would say at TextStyle growth is
unlocked through performance. You get more budget
when you deliver results. I’m happy to say Discovery ads is one of our fastest growing
new media channels, which is exciting. In fact, we’ve seen about 25% lower
cost-per-lead on average compared to similar channels,
that include search and even social. 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 some of the feed ads we’ve seen work on other properties
and saw pretty instant success. We’re happy also that your team
has helped us reach new audiences and really dig into that data
and try to understand what’s moving her on Google
so that we can dig in and improve the performance
together through optimization. If we know what messages speak to her,
we can give her what she wants, and that’s when we win. So we’re excited about discovery
and thrilled to be along for the ride. Thank you. Thank you so much for sharing
your experience, Laura, and I look forward
to catching up again soon. – Thank you!
– Thank you. (applause) Discovery ads are the perfect example
of a product built to solve the challenges you all face every day:
meeting consumer expectations for personalization
and relevance, at scale. This new ad format will begin
rolling out to all advertisers globally later this year. And that’s not all. We’re doing a lot more
so that you can be there, be useful, and be responsible. You’ll see and hear more
about each of these priorities today. In a moment, Sissie, Anthony
and Nicky will unveil a set of tools to help you reach
customers no matter where they are in their journey. Oliver will then introduce
new experiences that make it faster and easier for consumers
to find what they need. And finally, Chetna will share
new ways for 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. (applause) ♪ (music) ♪ Thanks, Prabhakar! And good morning, everyone. I’ve always thought that video games
and computers were cool, and that love for computer science
is what brought me to Google. One of my favorite parts
of working at Google is the fact that I get to work
with great teams to build products
that will have a tremendous impact on both consumers and businesses. 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. Now our research shows that 75%
of smartphone users expect immediate information
when they’re searching on their phones. I don’t think that’s
a surprise to anyone here. Based on this insight, we wanted
to combine the intent of Search with a more interactive
and visual ad format. This can help you better highlight
the value of your brand while reducing the work that it takes for people
to get the information that they want. This is why I’m so excited today
to introduce gallery ads, which is a new ad format
that helps you show your offering with compelling images and text. With gallery ads, people can swipe
through a visual ad that sits at the top of a Search results page. And when they tap on the ad,
a scrollable image gallery will open featuring a text headline at the top
and taglines beneath each image. As people browse your image gallery,
the headline will remain visible at the top, and further taps
will take people directly to your site. This makes it easy for you
to connect with people who are still researching your brand,
while providing them all the information they need with fewer taps. It can also help you tell a more
holistic brand story– like DEVOUR, which is a premium frozen food brand
who can now show off all of their mouthwatering meals
in just a single ad. Now I don’t know about you, but looking at this ad
makes me just a little bit hungry. These galleries can feature
between 4 to 8 images each with 70-character taglines
beneath each image. You can also provide up
to three headlines, so that you can test different
calls to action. On average, campaigns that have
gallery ads in them can perform up
to 25% more interactions– that’s more paid clicks or swipes– at the absolute top
of the mobile Search results page. You can look for gallery ads
to show up later this year. Now in addition to richer
and more informative content, today’s consumers expect
a much more consistent 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 Moscone. You want to find a nice outfit. So you go to your mobile phone. 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 that brand’s app on your phone. So I click on that ad, and instead
of being taken to the app, I get taken to the mobile website. Now the app is where
I have all my information stored, like my shipping details
and my payment details. Now raise your hand, if you’ve had
an experience like this? Wow, lots of hands. It’s a little bit frustrating
when that happens, right? We want you to be there,
especially for your loyal customers, however they want
to engage with your brand. This is why, over the next few months, we will be offering
deep linking capabilities in Google Ads. In addition,
we’ll also offer robust reporting so that you can track the measurement
of your performance across both mobile web and apps. This will make it easier for you
to measure and optimize the impact of your campaigns
across both of those surfaces. To get started, you’ll need
to use Google Ads web tracking and have deep linking enabled. We will support both Universal links
on iOS as well as App links on Android. Once this is enabled, app users
who tap on your Search Display or Shopping Ads
will be taken directly to the app. To make it easier for you to measure
the impact of deep linking on your business, we’re also
offering app conversion reporting in the Google Analytics
for Firebase software development kit. With this kit, you can easily
define some in-app events that are equivalent to web conversions
and send those events to Google Ads. Now early tests have been
extremely promising. We’re seeing results up to 2x
the conversion rates for those deep linked ads. And this makes sense, right? Customers who have your app tend
to be more loyal. They have those payment
and shipping credentials stored so that their transaction flows
are easier. Now brands like Magalu are seeing
the benefits of this first-hand. Magalu is one
of the biggest retailers in Brazil, and they started to notice
that their app was gaining traction with their customers,
especially the loyal ones. So they decided to implement deep linking, and they found an incredible result. They saw an increase of 110% in the number of in-app transactions
that occurred. And moreover this had a fantastic result
on their overall business. Their mobile transactions grew by 40%. Like i said app deep linking is
now available in Search, Display, and Shopping ads. And with that… (applause) Thank you. And with that, I’d like to
introduce Anthony Chavez. He’s going to tell you all about
how we want to help you optimize your performance and reach those consumers
wherever they are in their journey. Thank you so much. (applause) ♪ (rock music) ♪ Thank you, Sissie. People count on you
to be there at every point of the consumer journey. Leading brands are helping
people get 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 effectively reach consumers in relevant and meaningful
ways across this journey? No big surprise here–
it’s machine learning. Google’s machine learning powers
solutions that make it easy for you to be there for consumers
across platforms and devices, and to optimize the impact
of those interactions. One example of this
is Smart Bidding. With Smart Bidding, we apply
the power of machine learning to 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 performance,
you’ve also asked for more flexibility to reach your business goals. So I’m excited to share
some new innovations that address this feedback. For starters, let’s say
you want 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. That’s why we’re rolling out
a brand new Smart Bidding strategy for Search campaigns. It’s called maximize conversion value. With this strategy, you have
more flexibility to optimize for what matters most to your business. We know that you have
more insights about your business than anyone else, and many
of you have asked to be able to use these insights
to inform our bidding strategies. That’s why we’re introducing
three new ways to guide our Smart Bidding models,
so they can do an even better job for you. First, we know that campaigns in
your accounts can have different goals. Soon, you’ll be able
to choose the conversion actions you want to use for optimization
at the campaign-level. (applause) For example, if you’re a retailer,
you might have some campaigns that are focused on driving sales
on your website, and other campaigns that are optimizing
for both online salesandvisits to your stores. And yes, you heard me correctly:
Smart Bidding can now optimize to Store visit conversions
for Search campaigns! This is awesome if you’re
a business with real-world locations. (applause) We also make it easy to optimize
for multiple conversion actions, by creating a conversion action set that can be shared across campaigns. As I mentioned earlier,
we understand that conversions are not always valued the same. The relationship of the user
to your business– as well as properties
like location and device– can make a big difference. For example, let’s say you’re
a financial services company running a campaign to promote
a new brand of checking account. You know that a new checking
account is worth $200 on average, but a new account from one
of your existing brokerage customers is worth twice as much, or $400. Today, you had to execute
all of this logic outside of Google Ads, and pass
these different values with your conversion events. Soon, you’ll be able to set up rules–
directly in Google Ads– that adjust your conversion
values based on properties like whether someone belongs to your brokerage customer
audience list, or not. Your conversion reporting will
automatically reflect the results of these rules, so you can
understand the true impact of your campaigns. And Smart Bidding will use them
to set the optimal bids for every auction. Finally, there are occasions
when recent historical data just isn’t good at anticipating
future performance– like when you’re about
to hold a special summer sale. With seasonality adjustments,
you can let us know about these events
ahead of time. You tell us the dates
for your sale or event, and the conversion rate changes
to expect during that time. Our Smart Bidding models
will then automatically adjust bids to account for these changes. And because the performance shifts
may only be temporary, we’ll exclude this data
from your bids once the sale has ended. You now have more flexibility
to optimize towards the marketing goals that make sense for your business. I can’t wait to see all the ways
you’ll use these new features to reach more people
throughout the customer journey. Now, I’d like to hand things off to Nicky. She’ll tell you all
about new ways you can reach consumers with compelling video ads
and new audiences. Thank you! (applause) ♪ (music) ♪ Thanks Anthony! And hello, everyone. It is so great to be back
at Google Marketing Live! Now Prabhakar has already shown you
the power of visual content in Discovery campaigns,
and that sets us up nicely to talk about YouTube. YouTube is one of the largest
video destinations in the world, with over two billion signed-in
users visiting every month. And every day, these users watch
over a billion hours of video from millions of different creators
to entertain themselves, connect with others and learn new things. These users expect delightful,
creative video wherever they are– on mobile, TV, and beyond. Six-second bumper ads are
a great way for you to capture the attention of this consumer,
because it’s a format that’s custom-built for mobile viewing. You’d be surprised how much you
can say in just six seconds. In fact, in 2018, we challenged
a group of agency creatives and filmmakers to retell classic
fairy tales using bumpers. This one from Goldilocks was
one of my favorites.(narrator) Introducing
the porridge lock.
If it’s not Goldie’s locks,
it’s not locked.
Six-second bumper
ads also punch far above their weight when it comes to effectiveness. When compared to a thirty-second
TrueView ad, research from Ipsos shows us a video ad sequence
of three six-second ads has a 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. One of the most common challenges
we hear is that it’s resource intensive, and often expensive,
to adapt high quality long-form content down to shorter formats. That’s why, we’re really excited
that later this year, we’re launching Bumper machine. (applause) Bumper machine generates six-second
video ads directly in Google Ads, making it easier for you
to be there for your customers on YouTube, all by extending
the impact of your creative in a mobile-first way. And the best part is there’s
no additional production costs! All you have to do is just give us
a link to one of your YouTube videos that’s under 90 seconds. After the span of a few minutes, we’ll generate three to four
different six-second videos. We’ve even included
light editing features so you can have the final say over each video’s
audio and visual elements. So how does this all work? Well, you guessed it,
it’s with machine learning. Bumper machine will evaluate
your original video based off of criteria like motion, contrast,
faces, and brand elements like logos and packaging. We’ll then create
multiple bumper ads that are sure
to prominently feature your brand. Grubhub, a leading online
and mobile food delivery brand, used bumper machine to generate
new videos to leverage as part of their ongoing campaigns. The brand found that bumper
machine offered greater flexibility, making it easy for
them to create captivating new videos all from existing creative. Here’s an example! ♪ (music) ♪ (doorbell rings) Now for some of you,
bumper machine is just a starting point. It’s a way to visualize
what’s possible in six seconds, maybe even showing you
a new creative direction. For others, this is a fast, easy,
and free way to meet your reach and frequency objectives,
or maybe to get started with video ad sequencing
for the very first time. Whatever your advertising goals
may be, we want to make it easier for you to reach more people
with an engaging and effective ad format. So we hear you:
creating a great ad is hard, one of the most common
challenges that we hear in Google Ads. But an equally common challenge
can be finding the right people across all of Google’s properties that might be your next best customers. We want people to discover
what your brand has to offer, and we have many 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 so we wanted to make
that a little less complicated for you. That’s why we’re merging
custom affinity and custom intent audiences
into one powerfully simple solution. We call them custom audiences. This brand new workflow makes
it easy for you to find the best ways to reach the people you care
about all in one combined audience. So here’s how it works. I don’t know about you, but I can’t wait
for the weather to warm up so I can get outside and do
some hiking with my family. Let’s say that you want to connect
with people like me who enjoy hiking. Well, its pretty easy,
to start, just describe the people you’re trying to reach,
like “hiking enthusiasts.” We’ll help you along the way
by suggesting relevant keywords, websites, apps, and more,
all based off of your marketing objective. In this case, I can choose
”hiking trails near me,” “hiking essentials,”
“nature trails,” and more. As you build your custom audience,
you’ll get audience insights and impression forecasting,
meaning that you’ll have a better idea of your audience’s composition
and reach before you even start using it in a campaign. And here’s the best part:
When you’re done, you can use this custom audience
across your Gmail, YouTube and Discovery and Display campaigns. We know that coming up with a great
audience strategy can be hard work, and we want to make sure
that work pays off for you by reaching more people at scale. That’s why, in addition to custom
audiences, we’re introducing the audience expansion tool. This tool makes it easier for you
to find more people, like those in your audiences. Let’s go back to the hiking example. You can move the slider to the right
to expand and reach more people. Move it left to more closely match
the explicit audience traits that we defined earlier. As you tweak this audience expansion tool, you’ll see estimates that make it 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. This means that you can
find the right reach to accomplish your campaign goals. Early results have been really promising:
advertisers using audience expansion on 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 Discovery
and YouTube later this year. As marketers, we’re lucky
to get a front-row seat to the rapid changes
in how people experience media. While we know that traditional
and digital media are starting to converge, the pace
and the scale of this change is still really impressive. For example, an estimated
1 billion people will stream music globally this year. That’s huge, although I got to be honest
that doesn’t surprise me that much. I’m streaming music all the time! People aren’t just looking for music. We’ve seen that mobile searches
for podcasts have grown by over 85% in the last two years. And this year, it’s estimated that 73%
of U.S. households will be equipped with a connected TV. These trends present new
opportunities for brands to be there in front
of an engaged audience. That’s why we’re creating
new ad experiences tuned to how people consume media today,
as well as in the future. To start, we’ve made audio ad
inventory available in Display & Video 360,
our enterprise media buying solution that’s part of Google Marketing Platform. Now, you can connect with users
in key moments throughout the day when they’re listening
to services like Google Play Music, Spotify, and more. We also want to make it easy
to reach those users on connected TVs. These are people watching
premium TV content through streaming services. Today, you can manage your
connected TV campaigns right alongside your traditional digital campaigns
in Display & Video 360. This makes it easy to people
watching content from ESPN, Univision, AMC Networks and more. And this is in addition
to the YouTube connected TV inventory that’s already unique
to our platform. But that’s not all people are watching. Many of us still sink back
on the couch and watch our favorite programs
on network television. To help you reach
these traditional TV viewers, Display & Video 360 will provide
access to national broadcast and cable networks,
as well as thousands of local TV stations. Today, U.S. network affiliates
are accessible through a beta integration with a WideOrbit. And later this year,
premium national channels will be available through
our partnership with Clipped. This means that Display & Video 360 users
can manage their media in a fraction of the amount of time
it takes using traditional methods. We can see a future where TV
and digital media buying teams work much more closely together. To make this transition easier,
we’ve creating a space dedicated to TV within
Display & Video 360. There, you’ll be able to buy
and optimize all types of TV inventory alongside your digital buys. We’ll start rolling out this new workflow
in the fall of this year. Brands now have more ways
to be there for consumers– no matter where they are in
their digital journeys. With these new products, and more
to come, we hope that you’ll be able to connect and engage
with even more of your customers. With that, I’d like to welcome
Oliver to the stage. He’ll discuss how we’re making
it easier for you to drive action with more useful shopping,
travel and local solutions. (applause) ♪ (music) ♪ Thank you, Nicky! And good morning, everybody here. We at Google– and with Shopping, Local
and Travel in particular– want to create useful experiences
for our users, and more opportunities for all of you to connect with them. Every day, hundreds
of millions do shopping-related searches on Google. They watch videos of users
unboxing and reviewing products on YouTube, they look
for outfit ideas on Google Images, and they find the nearest pet store
with Google Maps. Our mission is to help them find
the best products– wherever they are on Google– by making all of these
properties shoppable. That way, retailers like you
can connect with these users throughout their entire shopping journey. With that in mind, I’m excited to share three new Shopping announcements
with you all here today. First, we want to help users
decide what to buy and where to buy it. Today, we’re announcing
a new Google Shopping experience on google.com/shopping. Users can compare and discover
millions of products from thousands
of stores all in one place. When they’re ready to buy,
they can choose to purchase either online,
or in a nearby local store, and coming soon, purchase
directly from retailers on Google. Let me show you what I mean. It starts with a new Google
Shopping homepage. On that page I get personalized
recommendations. They are based on my past purchases, my shopping list
and recently viewed items. So for me this typically shows
a whole bunch of hair products, but as you can see,
I’m also currently in the market for a number of travel accessories, and of course, I can still search. Let’s say on top of these accessories, I also need a new pair
of wireless noise cancelling headphones. So I’d search for that– I can filter
based on features, for example, or brands I prefer– in my
case that’s wireless and Bose. On the new product page,
I will have all the information that I need to make a decision, including reading product reviews or watching videos of people unboxing
and using the item. Then when I’ve decided which item
to buy, I can choose the buying option that works best for me. This can mean clicking through
to a retailer’s website, or going to a nearby local store
that has the item available. And now I can also purchase it directly
from a retailer on Google. This shopping cart icon tells me
that I can shop worry free with simple returns
and a fantastic customer service, and all of that transaction
is backed up by a Google guarantee. The checkout process is particularly
simple and easy too because it uses the shipping and payment information
that is already stored in my Google profile. With this new experience,
we’re merging the best of Google Express
with Google Shopping. You can use this in France already today. And we’re rolling this out
in the U.S. in the coming months. (applause) Thank you. Wait until you hear this. This shopping cart functionality will
actually extend beyond Google Shopping. We’re bringing it
to Google’s largest properties. On the Assistant, this is
in parts live already today with more functionality coming. Users can buy using their voice
or the touch screen interaction with their device. And in Google Search,
where users will be able to purchase directly in Search
when it’s relevant to their query. And Google Images, where users
can find entire outfit ideas and then directly purchase, let’s say,
these awesome shoes. Finally– and I am really excited
about this one– on YouTube, users can buy the products
shown in the video they’re currently watching
while the video continues playing. All of this will come later this year. And if you’re excited about– (applause) And you are. So if you want to sell your products
on these surfaces, what you need to do is sign up
for our Shopping Actions program. Thousands of retailers have
done this already, and are participating in this program. If you’re one of them, you can
appear on all of these surfaces as we roll them out. That brings me to my second shopping
announcement for today. We want to help users when they’re
looking for inspiration and for discovery. And we all know, shopping very often
is a very visual experience. Images and videos
inspire users to purchase. Exactly because of that, last year,
we introduced Showcase Shopping ads. It’s a more visual heavy ad format
that helps you reach users when those users are looking
for inspiration and for ideas. We see users engaging
with these ads very well, and we also hear very positive feedback
from our advertisers. In fact, let me share
this statistic with you: Over 80% of the traffic
from Showcase Shopping ads to retailer sites are new visitors. And building on that success,
I’m very happy to announce that we are extending
Showcase Shopping ads to even more places
of inspiration on Google. Specifically, Showcase Shopping ads
will launch in the coming months on Google Images, YouTube,
and Discover on Google Search. If you’re interested, you can use
Showcase Shopping ads today. And now my third Shopping announcement: this is targeted at brands
and their retail partners, and we call it Shopping campaigns
with partners. Both brands and retailers have always had
close marketing partnerships. As users moved online,
both have been looking for ways to strengthen and build
on that collaboration. Shopping campaigns
with partners is doing just that. Retailers on their side now have
the option to accept additional budgets which are coming from their brand partners
in Google Ads. And brands partners, on their side,
can select which of their products, or product categories they want
to promote with that additional budget. The Estée Lauder Companies worked
with one of their retail partners to promote their designer fragrances. Shopping campaigns with partners
helped them increase both the online as well as the in-store conversions and increased the awareness
of the product. In fact, and this is a good stat,
their click share on Google increased by 70%, which is a phenomenal result. If you’re excited
you can join the beta program for Shopping campaigns
with partners today. 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 six-person tent
really fits six people because the one I bought,
it barely fits four– or to have another coffee and some snacks
before heading out on that trip. This is exactly why last year
we launched Local campaigns. Local campaigns help you reach users
as they’re looking for businesses, and you can drive local actions,
like phone calls or store visits. We’ve launched it
in Google’s largest properties, including Search, YouTube,
Maps and Display. Now Dunkin’ is an example of a brand
that has adopted Local campaigns. They wanted to promote
their new and their newly-remodeled stores as well as promote some
of their beverage options that they’ve recently introduced,
for example, the espresso. With Local campaigns,
Dunkin’ saw an over 4x increase in monthly visits coming from Google Ads. They’re very happy with those results,
and so are we. And by the way, it’s not just Dunkin’. We recently ran global studies
with 10 advertisers across many different verticals. Our results showed
that Local campaigns helped those brands drive a median 5x
incremental return-on-ad-spend from their in-store sales. And with that success in mind,
happy to announce that we’re expanding Local campaigns inventory further. First, we know users like
to arrive at the store with some ideas about what they can find in the store. Soon, you can use Local campaigns
to display specific product lines, for example, and help users explore
your store before they’re getting there. Second, when users look for places
in Maps, they will soon start to see relevant promoted locations
in their search suggestions. For example, if a user previously
did a query for “dog-friendly parks,” for a seminar, then they might now see
your ad for a nearby pet store in their search suggestions. And third, we’re rolling out
Promoted pins more broadly in Maps. Today, promoted pins only appear
as users are searching in Maps or as they’re exploring an area in Maps. Soon, they will also see promoted pins
when they’re planning a route to a destination, or as they’re
navigating to a destination. That is really useful because
that makes it easier for them to add an additional stop
along their way to one of your stores. And last, but definitely not least,
I’m very happy to announce that we’re opening up
Local campaigns to all of you. Anyone can now take advantage
of these launches and use Local campaigns to optimize for local actions,
like store visits or phone calls. (applause) Thank you. Let me transition over to Travel. As anyone who’s
ever booked a trip knows, planning a trip is a very time-consuming
and very complex task. A trip is an experience;
it has many different parts. They all need to be decided;
they need to be coordinated and booked. To date, we help users
with, for example, Google Flights, our Hotel search and ads program or things-to-do information in Search,
just to name a few. But trips are not
planned in one sitting, far from that. People turn to Google
when they’re planning a trip throughout the week–
for many, many weeks in a row, searching for where to go,
how to get there, where to stay and what to do. And we’re now tying together
our existing travel experiences into a single, cohesive
travel planning experience focused on helping our users
with their trip planning. I think this is best shown
to you with an example. It’s good timing because I still need
to plan my annual family vacation, and I heard very good things
from a colleague about Vancouver. She mentioned that Vancouver
is excellent for whale-watching, and I think this could be interesting
for my kids, my wife and myself. So, however, since we moved
to the U.S. from Europe, we’ve adopted to the local customs here. That means we’re now only doing
one big vacation a year, and big is relative because
based on my original German standards, it’s actually pretty short– anyhow–
(laughter) the key thing is
we have to totally get it right. So on Google Search, for example,
I can start as usual, or I can now go to google.com/travel. In both places I can research places
to visit and explore potential trip ideas. So let’s figure out if Vancouver
is good for my two-year-old and my seven-year-old. We search for 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 things to do, and I can even see sample day plans
that have been created for me. I see other information as well, for example, when is
the peak tourist season and how is the weather
throughout the year. I’m browsing through that,
decide Vancouver is great, looks very promising. Next thing is typically
I start to wonder how much does it cost to get there
and how much of a hassle is it? So if I switch over to Flights,
I see the Google Flights results. That gives me an idea
of how much it costs to fly there and how long it takes to get there. Looking at the results,
I’m very happy because there’s multiple affordable non-stop flights. And I really, really don’t like stopovers,
in particular when I travel with kids. At this stage, I’m not really ready
to purchase any of these flights. But I can track the flights
using Google flight price tracking, and now Google will inform me when
those prices move upwards or downwards. This is one of our most beloved features. Next let’s go over to the Hotel tab and check out hotels and vacation rentals. If a particular place catches my eye,
I can zoom deeper. I can look at lots of pictures
supplied by both the hotel as well as users who have stayed there. And I can read reviews
from very prominent sources from all around the web as well. And of course, I can compare
the rates and availability from our Hotel ad partners
and book directly with them. Let’s say I do that. I have a hotel,
but then I’ve run out of time. I need to pick up the kids from school. Anytime later, same evening, weeks later,
I could go to Search, look at Vancouver
and continue planning from there. Or, I can return to google.com/travel
and pick it up where I’ve left it off. When I come back, I’ll jump
into my upcoming trip to Vancouver. I now see a weather forecast
for the time that I will be in Vancouver, and I see the trip timeline. Reservations, for example,
for the hotel, as you can see, but also for flights, trains, busses,
and so on, and restaurants– you see my wife has booked a restaurant;
it also shows up here. They’re automatically added
thanks to the power of machine learning from their email confirmation
in Gmail to this timeline. And when there are gaps in my timeline,
like that flight I haven’t booked yet, I see useful information, in this case,
the flights that I’m tracking. I have saved many places also in Maps, and in Search–
and they will show up here, too. This unified experience is
available already on mobile, and starting today right now,
this is rolling out on desktop as well. And as you can see, our aim here is
to help users connect the dots, orrganize the trip information better
and make trip planning easier. And that creates more leads
and more opportunities for you to connect with those users
in their moment of intent. And, for example, user now
let’s say going to Google flights looking up for some flights
can more easily connect by the Hotels tab with our Hotels partners
in the same session for the same trip. And because this experience
is more cohesive, it’s focused on the entire trip planning,
it helps users organize their information and pick up where
they’ve previously left off. This does not only generate more leads but also more qualified leads
for all of you. So we are very excited
about these Shopping, Local and Travel announcements,
and I hope you are too. With that… (applause) Thank you. Thank you. I want to introduce Chetna
to the stage. She will talk about how marketers
control their business in a responsible way. Thank you. (applause) ♪ (music) ♪ Thanks Oliver! And good morning, everyone! I’m Chetna Bindra. I have spent the better part
of the last four years working to ensure that you can deliver valuable ads
to people in ways that respect their privacy and preserve
their trust in your brand. My work has never
been more challenging. But it has also never
been more important. We all need to understand
and accept the responsibility we have to protect people’s privacy, especially when it comes
to the ads they see. The truth is ads play
a major role in making the internet a free and open place. But advertising has
to work for everyone. Because when it does, users can get access
to information and great content for free. Creators and publishers can thrive by getting fair compensation
for their work. And marketers like you can connect
with people interested in what you have to offer. But, increasingly, there are users
who feel short-changed in this deal. They are losing trust
in how their personal data is being handled. And we are seeing this change play
out in how people interact with Google. Take “My Activity,”
for instance, which is a place where users can go to manage information
that is saved to their Google Account like their search and browsing history. Since 2016, search interest
in this phrase has increased by more than 1000% worldwide. And as you heard from Prabhakar:
last year, people made more than 2.5 billion visits
to their Google Account pages, where they can view
or adjust how their ads are personalized. We have already seen sweeping
changes happen in our industry as a response to these user concerns: New regulation has raised the bar
for data transparency and privacy. And some web browsers have
added restrictions that put pressure on campaign management
and personalized ads. So, it is absolutely critical that, together, we focus on user trust. Last week, at Google I/O,
we shared our vision for how to ensure that people all around
the world can continue to access ad supported content on the web,
while also feeling confident that their privacy is protected. As Prabhakar said earlier,
our experience shows that people prefer ads that are personalized
to their needs and interests– but only if those ads offer
transparency, choice, and control. That’s why, along with the team
at Chrome, we announced several important steps
that Google is taking like Introducing changes in Chrome
that will make it easier for users to block or clear third-party cookies
without degrading their browsing experience, adding new restrictions
on fingerprinting to ensure that when users opt to block
third-party tracking in Chrome, that choice is respected, and offering new tools that give people more transparency
into the data used to personalize ads and the companies involved
in the process. Today, we’re inviting
all of you to join us in delivering experiences
that are truly privacy-forward. I just shared with you some
of the steps that Google is taking. Now I’d like to recommend
three steps that you can take as marketers. First, you need to be clear about
what data you collect from people and why, like making sure
your privacy policies are up-to-date. Second, you need to look for ways
to build more direct relationships with your users. This means you should invest
in a comprehensive first-party measurement solution,
where cookies are set only when someone has contact with your site. Google’s global site tag or tools
like Google Tag Manager offer this capability today. Once either is in place,
you can measure your site’s activity– including conversions– in a way
that’s clear and straightforward to your site’s visitors. And finally, you need
to understand– and respect– people’s preferences for privacy when deciding
which specific ad to show them. For instance, when a user is open
to seeing personalized ads, you can tailor your ad to the audience. But when you cannot personalize
ads for users– because they haven’t given you their consent
or cookies are constrained– pay attention to the context
of the ad placement, like the context of the web page
or site where the ad will appear. It can certainly seem more
complicated these days. Each ad impression may have
a different set of conditions which you’ll need to consider,
like someone’s consent choices and which browser a person is using. As a result, there might be less
data available for you to work with. But this is where Google can help. Using the power of machine learning,
we can help manage through the complexity
and enable you to do more with less data. Take Google Audiences available through Google Ads
and Display & Video 360. If we’re able to accurately
determine people’s interests and preferences,
we will show them personalized ads. But if we aren’t able
to personalize the ad– because someone has opted out
or cookies are constrained– we will rely on the context of the page
where the ad is served, instead, to determine relevance. Thanks to machine learning,
we are getting better at matching your ads to the most relevant context
by predicting what type of audiences visit a website or app. Say we predict that visitors
to web pages that describe different cardio workouts are also people
in the market for running shoes. Then we don’t need
behavioral signals to tell us that an ad for running shoes is relevant
in that context. Privacy issues have clearly created
a set of new challenges for all of us. It is critical that you work
with partners that recognize the scale and impact of these challenges, and are capable
of helping you address them. You’ve heard about new steps
Google is taking to ensure users feel confident that their privacy
is protected– and we’ve shared some of the tools
we offer that will help you continue to reach your audiences
and measure results accurately regardless of ecosystem changes. The fundamental goals
of marketing have not changed, but now more than ever you must also
honor someone’s preference for privacy to achieve those goals. That is how you can be responsible, and that is how you will earn
and maintain user trust. As you’ve heard today, we are doing
a lot to make it easier for you to be there when it matters, to be useful throughout the journey, and to be responsible to your users. To start, Prabhakar introduced
you to Discovery ads: a new way for you to reach people
across Google’s properties. Sissie, Anthony and Nicky
showed you how you can be there for users with new tools
and ad experiences across the mobile web, apps, and video. Oliver talked about how
we’re turning attention into action with more useful shopping,
local and travel opportunities. And finally, I shared
our vision for preserving the open web by protecting privacy
and being responsible– both with user data
and in the way you grow your business. It’s been a pleasure sharing
what we’ve been working on, and we are excited to partner
with you over the coming year. If you want to learn more about
the announcements we featured today or stay up to date on innovations
coming in the future, check out these links for Google Ads
and Google Marketing Platform. For those of you watching online,
keep streaming. We have more great content coming
all day today and tomorrow. For those of you here in person,
we look forward to meeting you in our stage presentations
and Sandbox experience. So sit tight and welcome to Google Marketing Live! (applause) ♪ (music) ♪

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Never watch another video ad again. Ever.

40 Replies to “Marketing Live 2019 Day 1: Ads Innovation Keynote”

  1. 57:40 – GOOGLE SHOPPING, GOOGLE FLIGHTS, GOOGLE HOTEL: Incredible, that literally means that from now on, all price search engines worldwide are well on their way to bankruptcy. Exactly what I always said in advance, actually years ago, you should not copy Google's business model! Because it will only be a matter of time when Google pulls the handbrake for you!

  2. i created a campaign and completed all the details it had been more than 2  days the status is showing status under review and today i got a mail about Complete your billing info and start reaching potential customers 80% complete .but i have already paid 500 rs and its showing in billing and payment section 500 rs what to do now ?

  3. Can you guys please do a content video on how to Create Hover Ads that show on Google's network ? Or just how to create Hover over Ads ? Please Please Please Please !!!!!!

  4. Philipp we are accelerating American companies in Europe! We are interested in settling a partnership, our company in Switzerland accelerates the introduction of solid businesses in the richest and most stable region of Europe, the DACH Region. We are interested to organize a summit based on the webinar below, please look!
    https://www.eventbrite.com/e/free-accelerate-your-business-in-europe-online-seminar-dach-region-intro-tickets-64167997207
    All the best!
    AM

  5. Buen día,

      Nortion Loan Consultant está aquí para asegurarse de que obtenga el mejor préstamo para su negocio o pague las facturas. Solo responda algunas preguntas simples y reúnase con los términos y condiciones.

      Contáctenos ahora para un préstamo a una tasa del 2.5% en todos los préstamos, es fácil, rápido y seguro

    Información de contacto:

    CORREO ELECTRÓNICO: [email protected]

    Número de teléfono: +1 409 210 4274 (SÓLO TEXTO)

    Whatsapp: +1 409 210 4274

    FACEBOOK: Nortion Loan Consultant

    TWITTER: @nortionloanC

    INSTAGRAM: nortion_loan_consultant

    Una transacción de préstamo en la que puede confiar

  6. My ads do not always show on my site….and when they show they are not clickable
    www.zammitchristian.com

  7. You cock suckers have made browsing a thoroughly frustrating ordeal. I am a visually impaired stroke survivor, who uses a 55" 4k tv, positioned 1m away, as a monitor. I also need to magnify the page 300%. Now, i'll bet you fukkers already know where i'm going with this. That's right, bunky, your ads cover half the content. The only option you cunts give me is to try and hit the little (moving) 'x', at which point i am given 4 reasons why i might have taken such an anti capitalistic action. Select one, and you are 'rewarded' with another floating blockage. FUCK GOOGLE ADS!!

  8. 別再用這個騙人的東西了!
    花了幾千塊,一通電話也沒有
    2017剛用的時候效果很好
    幾個月後脫褲子放屁亂改版
    改完一通電話都沒有
    才發現官方不尊重用戶
    自行亂改我的出價變幾角
    結果完全沒生意
    一個月繳幾千塊全都肉包子打狗!

  9. I laver falske kontoer så i kan går d på min you tube kanal med jeres lorte reklame videoer og ødelægge alt, så man ikke mere kan høre musik videoer uden de lorte reklame videoer…

  10. People presenting look so intelligent, and somehow so fake at the same time. I guess they practiced their speech to prefection… and then spontaneity got lost

  11. What a time to be alive, with today's opportunities for small businesses to reach their customers, thanks for sharing @Google. I have a question, I want to start running my first Google ad, for lead generation. I would like to use Google for my complete lead generating funnel. Where can I find, how to set one up, start to finish. I need one that goes from a Google form, to a new row on a Sheets template, and not a new page, and then to Gmail with attachment. This newbie needs help, thank you for your help and support.

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