Recap of Google Marketing Next 2017 from San Francisco during Google I/O week.
The Future of Marketing – A live keynote with Google about upcoming changes and advances in Google Advertising.
Sridhar Ramaswamy – Senior VP Ads & Commerce
Mobile has forever changed how we live. Billions of searches daily.
87% of smartphone owners turn to Search first to get what they need.
Consumer experiences are becoming better as machine learning is applied and tailored to assistance.
Shift from text to voice is substantial. 20% of searches are now by voice on Google Android.
Intent – Data – Machine Learning are at inflection point
Google translate improved more this last year than in the past ten years. Image recognition becomes easier and better with Photos. No limits to how we seek assistance across devices. For advertising and marketing – this means being helpful will be easier.
But. Less than 1/3 of brand experiences are identified as helpful.
Data and information will help tailor messages and context in real time from more signals (location, history, demographic).
Three new Realities:
Smarter with Data
Marketing must be aware of where people are in their micro journey.
Ad experiences will be different for users based on intent. Example of three travelers looking for best rates, but get different ads from same brand.
One Step or One Second
Interactions in a step or a second. Page load time, conversions fall up to 20% for every second of load time.
AMP launched to make mobile experience faster. Typically load in under one second.
AMP landing pages from Search Ads beta.
Sign up for beta on the AdWords
AMP Ads on Google Display Network will be automatically converted and can load up to 5 seconds faster. Read more at the blogpost by Google on https://adwords.googleblog.com/2017/05/bringing-speed-of-amp-to-search-display.html
Consumers no longer distinguish between online and offline channels. Customer is the channel and moves seamlessly between phone and surface. 70% of store purchasers first started on device to find relevant information.
Location extensions and store visits measurement will be available in YouTube Trueview campaigns. This will help determine the impact of ads on store visits.
Rolling out measurement of store sales correlated with data in two new ways:
Import transaction data into AdWords
3rd party partnership to cover cc transactions back to Google Ads
Customer interactions are smarter with data and will:
Help people in one step or one second
Help non-line assistance across physical transactions
AdWords – Analytics – DoubleClick
Bhanu Narasimhan – Director Audience Products
91% of smartphone owners purchased or plan to purchase something after seeing a relevant ad on their device.
Better Audiences, brand new audience segments, broader reach with audiences across channels and devices. Users will always be in control and as privacy is still a concern by all audiences.
Google across devices and in real-time. Reach the right people and tell a single story across channels. Reach users who already have an interest in your brand. If someone watches your YouTube video, can now reach that person via Search ads.
Brand New Audiences:
Deomgraphics, in-market audience. Now have consumer patterns and life events on YouTube (college, marriage, moving). Mobile search related to buying a home have doubled in last two years. International reach available.
Ex. = Sonos – brand lift up by 50%, a 30% purchase increase plus a 5x search position gain.
Search ads – introducing in-market audiences. On average a 10% increase in conversion rates when combined with new audience reach.
Measurement and Attribution
Bill Kee – Group Product Manager Attribution
“Is my marketing working?”
Across my interactions search, display, video, which works and what leads to a purchase if they purchase on another device? Solving the attribution problem from last-click only.
Attribution: (plus Attribution 360)
Measure impact of each touch points across multiple channels and devices. Single view of path to purchase.
Ex. = Bill just purchased a new TV. Search Ads on phone, product reviews on Tablet with Display ad. Shopping Ad on laptop and purchased.
Setup and utilize Attribution across funnel
- Link AdWords and Analytics to Attribution
- Choose smarter attribution model (data driven attribution)
- Move budgets between channels based on accurate data
Reach and Frequency becomes more fragmented across screens. Today 30% of people use 5 or more devices. Three ads per device would mean 15 ads in one campaign. Overuse.
Unique Reach reporting coming to Adwords and Doubleclick. See how many people were reached and average impressions per user. Now deduplicated across devices and campaigns. Allows you to find wasted money and stop annoying people.
Workflow and Experiences
Karen Yao – Group Product manager Advertiser Platforms
Mom and understands work hard and work smart. A better way to reach and assist customers. Tools to help work smarter.
AdWords Interface updates
20% faster load of new AdWords and new design is easier to work with. New experience available to all advertisers by December.
40% higher bounce rate on mobile. New landing page report available.
Adwords will be integrating with Google Optimize to create and test new landing pages in accounts.
Google Analytics and Doubleclick
Roshan Khan – Senior Product Manager Programmatic
Benefits of data, machine learning and automation being made in media.
New workflow in DoubleClick bid manager
Objectives and Recommendations
Define audience. Machine learning to recommend optimized media plan based on assets available and audience.
Planning to launch and understand inventory is shortening.
Is marketing working? Google Surveys 360 to find audience and survey just those who saw your ads. What mattered most? Free Shipping? Reviews? Get actionable items on why campaign performed and influenced purchase decisions.
Optimize, Surveys 360 and integrate with AdWords
Jennifer Liu – Director of Google Shopping
Conversation with Google to get things done.
From news, to recipes, traffic, turning off lights, accomplish tasks.
Understand and validate local inventory, shopping, Google Home to help and talk with people. As a marketer, an opportunity to talk to your customers at scale with natural language.
Natural and personal moments. Reach right customer at right time.
Streaming services, airlines, retailers lead to buy online or in store.
Actions on Google site – learn about actions on Assistant.
Move from queries, to conversations.