6 Key Takeaways from Google Marketing Innovations Keynote

6 Key Takeaways from Google Marketing Innovations Keynote
As digital marketers, we all are hugely dependent on Google and its products. So any Google event attracts our attention. Today, we are covering the Google Marketing Innovations Keynote, an annual event held for the last 5 years. It was held on July 10, 2018 at San Jose, California.
We all recently received information that Google AdWords would now be Google Ads. Well, it was not a cosmetic move.
Google AdWords Will Soon Become Google Ads
The Google Marketing Innovations Keynote gave insights into the new features launched and how Google has integrated separate old advertising features into integrated new features. You can find a complete blog post on Google here, or you can view snippets in this blog post.
Expectedly, Google is using mobile first and machine learning to better its product performance
Right at the beginning, Sridhar Ramaswamy, Senior VP, Ads at Google set the tone where he asserted that Google Ads strive to be pivoted around the 3 principles that he covered in quite a detail.
  • Valuable
  • Transparent
  • Trustworthy
But what is worth observing here is the acknowledgment of how Google perceives search and the expanse of its horizon for search results.

This applies to both paid and unpaid. When I want to buy jogging shoes, this is one of the listings that I get.
Google Maps - Local Business Listing Snippet
Nicky Rettke, Group Product Manager, Video Ads at Google, talked about how technology has changed expectations. She said people expected from assistant experience that that could be bought out by enhanced machine learning capabilities. If you are a YouTube fan, here is some data that is designed to acquaint you with the enormity of the platform.
  • 1.9 billion signed up people log in to YouTube in a month!
  • 1 billion hours of videos are watched daily
So, just imagine the reach.
Her advice:
  • Focus on assisted experience
  • Better results come from relevancy
  • Consumer intent and context makes you relevant
And for YouTube, Google has launched True View for Reach and True View for Action and Maximize Lift Bidding. Here’s an overview.

There have been at least 4 features added to Search Ads. These were covered by Antony Chavez, Product Manager Director, Google Ads.
These are
  • Responsive Search Ads
  • Landing pages for mobiles
  • Mobile speed score
  • Cross-device reporting and remarketing in Google analytics
In the same tone, Kim Spalding, Business and Product Management Director, Small Business Ads, talked about Smart campaigns, where all of the above features are integrated.

E-commerce owners can now relax. Google’s Philip McDonell, Group Product Manager, highlighted the following new features in Google Shopping, integrating plenty of features for ease of use.
  • Automated Feeds; so that Google can automatically crawl your product list. This means no more manual update
  • Smart Shopping Campaigns for Display Ads and other Google Properties: Based on machine learning, reaching the right people at the right time.
  • Integration with eCommerce platforms like Shopify to help you get all information at one place.
  • Business Goals like Store Visits and New Customer Acquisition: Where you can identify the goals and Google works to achieve those goals.
  • Local Campaigns
  • Travel Industry
Here is an overview.

Disclaimer: Added videos are snippets and have been edited for ease of consumption and information. To see the entire video, you can click here.
There are a plethora of features for those using the 360 G Suite that we will cover in the next blog post.
The main takeaways:
  1. Plenty of exciting new features, making it easier to set up campaigns and measure them.
  2. The focus is on achieving ‘Smart’ through machine learning.
  3. It’s a mobile first.
  4. Keep it relevant.
  5. Page speed matters.
  6. Cross-device tracking is finally here.
What do you think? How will it help you in your campaigns? Do leave your comments.
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Sangeeta Kumar

Sangeeta has over 8 years experience in IT and 5 years experience as a digital marketer. She has hands-on experience in most digital channels including SEO, Social, PPC and Email marketing. Her job profile as an internet marketer required her to handle and train teams for deliverables. She has trained and pushed team members to learn digital marketing concepts which are novel yet beneficiary for businesses.


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