Yesterday was the first day of the Google Marketing Live 2019 event, “The Event for Marketing in Google”, here is what I found most interesting from the presentation, be aware that some of the new tools are still on beta face and others will first be launched at very specific locations before launching them worldwide, but nevertheless, this year looks really bright and full of AI for Digital Marketing!
Philipp Schindler, Senior Vice President, Chief Business Officer of Google
Higher Quality Results, Higher Quality Results, Higher Quality Results! Yes, that was what Philipp Schindler, Senior Vice President, Chief Business Officer of Google made really clear to us, he was the first speaker at the presentation, he explained to us that the interaction with devices is becoming more natural, because now search products are capable of using more natural conceptual questions, and that the challenge is that as consumers move to smaller screens, from computers to mobile devices, the users expect higher quality results, yep, smaller the screen smaller the space for showing results and ads.
He also said that the interactions with the Assistant is creating a new variety of input – output interaction, a major use case will be the voice input [Hey Google!] and the output will be an image [Show the results!] and predict also the best display around you to use, another use case will be voice in [Hey Google!] and output it will be augmented reality [place the image of the result in the physical world].
And that’s why you need to stay close to mobile evolution, mobile is and will be the number one platform for consumer engagement, most of the innovations are focused on mobile experience, more than half of the searches on Google are done on mobile also Google Assistant is about 1 Billion devices worldwide.
Machine Learning is improving really, really fast! Three years ago, Google Assistant barely could complete simple tasks, but today it can make reservations for you, three years ago, computer vision could barely differentiate between a dog and a cat, now Google Lens can show you information about a breed, three years ago you needed to write all the text you needed to translate, now you just focus your camera and it will be translated, and now this advance on Machine Learning will be able to be used on Marketing and Ads.
About Privacy, he said that it has been always one of their top priorities, so now it will be possible to run a Machine Learning from the device so the information never leaves the user hands (literally).
These four areas of the Marketing process will be impacted during 2019:
Insights: Machine learning on Smart Bidding and also now you will be able to look the full path of conversion.
Management: Now you will be able to plan by the customer instead of a channel by channel.
Creative: There will be more ways to transform your relevant creative assets into relevant and beautiful experiences at scale, yes Machine Learning here.
Measure: This year Google will offer better ways to measure the impact of the marketing efforts while protecting user privacy, that’s why Google Analytics and Ads Data Hub have privacy on their core.
Prabhakar Raghavan, Senior Vice President of Google Ads
He talked about how Google focuses on products that deliver everyday helpfulness, therefore Ads should be helpful and must be relevant and personal. Also, that now Google understand people intent, so you can anticipate intent, and that people prefer Ads that offer Choice, Transparency and Control.
This is a new campaign type, on this the ad will appear on YouTube feed, Gmail Promotions tab and on the Discovery Feed, it’s an open canvas for inspire and engage with consumers, showcase your products in a carousel and include information to drive people to action, you will need to provide a set of high quality creative assets and Google Machine Learning will deliver the best ad across each Google property to help you to get discover and thanks to Google understanding on Intent it will anticipate on what your consumers want and deliver that result.
A company using this new type of campaing is TechStyle, Discovery ads have allowed them to have 25% lower cost per lead.
Discovery ads will be rolled out to the end of the year.
Sissie Hsiao, Vice President of Product Management, Mobile App Advertising
She talked about how 75% of smartphone users expect immediate information, and that inspired them to create the Gallery Ads.
This is a new ad format that allows you to highlight the value of your brand while also reducing the work takes for people to get the information, this Ad will be showing your offering with compelling images and text that people will be able to swipe through, a visual ad will sit at the top of the search page, the headline will remain visible at the top and after swiping it will take them to your site, the gallery will be 4 – 8 images, 70 character taglines and 3 headlines to test different calls to action, the campaigns with gallery ads allowed to have up to 25% more interactions, the Gallery Ads will be rolled out during this year.
A company currently using this kind of ad is Devour, it’s a food company that uses the Gallery Ads to show different pictures of their delicious food.
Another new feature that she presented was Deep linking in Google Ads.
Deep linking in Google Ads
With Deep Linking, when searching for something like the clothes of a brand that have an App the Ad will be able to open the App and not the website, also they will introduce Robust Reporting, this will allow you to track the performance of the campaign, you will need Google Ads Web Tracking and have Deep Linking Enable, it will support Universal Links on IOs and App links on Android, once enable, App users that tap on the search display or shopping ad will be taken directly to the App, App deep-linking is now available for Search, Display and Shopping ads.
Google Analytics for Firebase
In order to track the deep linking, Google Analytics for Firebase will support app conversion reporting on the Google Analytics development kit, this way you will be able to define “in-app events” that are equivalent to web conversions and send those events to Google Ads. The early test has shown that the conversion rate is 2X driven by deep linking ads.
Magalu is a Brazilian company that is already using this feature, they had a 110% grow in the in app sales and a 40% in their mobile transactions.
Anthony Chavez, Director of Product Management, Google Ads
He explained that leading brands are helping people get what they want when they wanted, and this can be achieved by Machine Learning, this will make easy to interact with users in different platforms and devices.
Maximize Conversion Value, this is a new Smart Bidding for Search Campaign that will allow you to have more flexibility to optimize on what matters most for your business.
There will 3 new ways to guide smart bidding models:
Campaign-level conversions, you will be able to choose the conversion actions you want to use for optimization at the campaign level, now you will be able to use smart bidding optimization for store visit conversions for search campaigns.
Conversion action sets, it will optimize for multiple conversion actions by creating a conversion action set that can be shared between campaigns.
Conversion value rules, you will be able to set rules on the Google Ads to that adjust the conversion values based on properties like if the customer belongs to a specific audience list and the smart bidding will use the information to set the optimal bids for every auction.
Seasonality adjustments, you will be able to tell Google about a special sell or event, you will need to provide the conversion rate changes that you will expect during that time and then the Smart Bidding Models will automatically adjust during that time and will exclude that data from the bids once the special event has ended.
Nicky Rettke, Director of Product Management YouTube Ads
She talked about the video ads on YouTube, specifically about the six seconds mobile ads using bumpers, a video sequence of 3 – 6 seconds ads have 107% higher ad recall and 134% higher purchase intent, she presented Bumper Machine.
Bumper Machine, it generates 6 second video ads directly in Google Ads for showing on YouTube, it will not have any additional production cost, you will need to give a link to any of your YouTube videos that is under 90 seconds and after a few minutes it will generate 3 – 4 different 6 seconds ads videos, you can also edit the videos, yep it uses Machine Learning.
Grubhub is a delivery food company that has been using Bumper Machine.
Custom audiences, this will be the merge of custom affinity and custom intent audiences, it will make easier to find the people that you want to reach, you will need to describe the people you want to get to, Google will suggest relevant keywords, websites, apps, and as you build your custom audience you will begin to get audience insights and impressions forecasting, this custom audience will be able to be used on Gmail, YouTube, Discovery and Display campaigns.
Audience expansion tool, this tool will help you find more people similar to the ones in your audiences by moving a slider to increase or decrease how closely they match your explicit audience that you defined, it will show estimates to help you understand the impact of your reach, you will have reports on the original and modified audience to help you to optimize, advertisers have had 50% more conversions with the same investment, this option will be for Discover and YouTube and will be able later this year.
Audio ad inventory, it will be able on Display & Video 360, and will let you connect to users while they are listening to music on Spotify, Google Play Music and more.
Connected TV, with Display & Video 360 you can reach people watching content on streaming platforms, but now it will also provide access to National Networks and Local TV Stations, this space will help you to buy and optimize your TV inventory, this will be able by the fall of this year.
Oliver Heckmann, Vice President of Engineering, Shopping & Travel
He talked about new features of Google Shopping, where users can compare millions of products of different stores in one place, they can buy online, in store and soon on Google.
The Google Shopping homepage gives you personalized recommendations, filter by features and brands, you will be able to have all the information to make the decision, including product reviews and then you can choose the buying option, the product could be bought online website of the retailer, going to a local store or directly from a retailer on Google and all the process is backup by the Google Guarantee, the checkout uses the shipping and paying information already stored in your Google profile, you can use it today in France and in the next months will be able on USA, also you can buy via Google Assistant, Google Search, Google Images and YouTube you will be able to buy it while the video is still playing, all that is coming later this year.
Shopping Actions, this program is for retailers to appear on all the surfaces as they are rolling out 53% of online shoppers use images for inspiration.
Showcase Shopping Ads, it was introduced last year, is a visual-heavy format that lets you reach users when they are looking for inspiration and ideas, this service will be extended in the coming months to Google Images, YouTube and Discover.
Shopping Campaigns With Partners, it will allow retailers accept additional budgets coming from their brands in Google Ads and Brand Partners can select which of their products or product categories they want to promote with that additional budget.
Estee Lauder is using the Shopping Campaigns With Partners, and have been able to increase by 70% the in click share.
Local Campaigns will soon be able to display specific products and help users to explore your store before they get in there.
Dunkin saw after using Local Campaigns a 4X increase on monthly visits.
Maps, soon they will find relevant promoted locations in their search suggestions.
Promoted Pins, today they only appear when users are searching in Maps or exploring an area in Maps, soon they will see Promoted Pins when they are planning a route to a destination or as they are navigating to a destination.
Local Campaigns, now they will be open to anyone, you can optimize for local actions like store visits or phone calls.
In Google.com/travel you can find information about a place to go on vacations, a summary of the place, the ideas of what to do and even sample day plans, you can find also when is the peak tourist season, and how is the weather, it also has:
Flights Tab, so you can see how much it cost, and you can track the price using Google Price Tracking and be informed when prices move up or down.
Hotels Tab, you can find hotels or particular rentals, read reviews, compare rates and availability and book directly with the ad partners.
When you search again for the place you want to visit you can continue the planning where you leave it or return to Google.com/travel and pick it up where you left it.
You can also have weather forecast for the time you will visit, a trip timeline, and reservations (this will appear thanks to the Machine Learning from Gmail mails of confirmations from the reservations) and when there are gaps in the timeline you will find useful information, if you save places in search and maps they will also show there, this is available on mobile and right now is rolling out in desktop, this will create more qualified leads and opportunities to connect with users.
Chetna Bindra, Senior Product Manager
Her intervention was the last one, but I think was the most important one, she explained that advertising has to work for everyone so users can access to great content for free, to keep Internet free also that since 2016 the search for “My Activity” has increased more than a 1000% worldwide, it’s critical to focus on user trust, people prefer ads that are personalized to their interest and needs, but only if the ads offer transparency, choice and control, that’s why there are introducing new features to Chrome for users to block or clean third party cookies without degrading their browsing experience.
She gave 3 steps for marketers to take:
- Be clear about what data you collect from people and why, by being sure that your Privacy Policies are up to date.
- Look for ways to build more direct relationships with your users, you must invest in a comprehensive first-party measurement solution, where cookies are set only when someone has contact with your site, this can be done with the Google Site Tag or Google Tag Manager, once either is in place you can measure the site activity, including conversions.
- Understand and respect people preferences for privacy when deciding which specific ad to show them, when you can’t personalize ads to users because they haven’t given you their consent or cookies are constrained, you need to take care of the context of the ad placement, each Ad impressions have a specific set of conditions to consider, and as a result, it will be fewer data to work, but, using a Google Machine Learning, you will be able to do more with fewer data like on Google Audiences.
Google Audiences, if someone has opted out from personalized ads, Google will take the context of the page where the ad serves instead to determine the relevance, and it has become better at matching the ads with the most relevant context in the page by predicting what type of audiences visit a website or an App, and that now it’s necessary to honor the privacy preferences of others.
So those were the highlights of the first day of the Google Marketing Live 2019 event, and as you can see, Machine Learning and Privacy will be playing a key role on the Digital Marketing Strategies, but also the user experience, the mobile friendly and high quality of content, for what we learned today, we will get a huge upgrade on the marketing tools we use every day, doing or work easier by handling the heavy lifting for us.