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Performance Summit, May 24, 2016, San Francisco, Fairmont
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Summit, May 24, 2016, Fairmont Hotel, San Francisco, California
. Welcome to Google Performance
Summit. Performance Summit Welcome to Google Performance
Summit , Fairmont Hotel, San Francisco
sis scow San Francisco, May 24, 2016. Welcome to Google Performance
Summit , Fairmont Hotel, San Francisco,
May 24, 2016, 2016. 24, 2016. Welcome to Google Performance
Summit. , May 24, 2016, Fairmont . . .
>>Ladies and gentlemen, please welcome to the stage senior VP
of advertising and commerce Sridhar Ramaswamy.
[ APPLAUSE ]>>SRIDHAR RAMASWAMY: Good
morning, everybody. Welcome to the Google
Performance Summit. Thank you for joining us today in San
Francisco. As Matt said, we are also being joined by thousands
of Ads & Analytics customers watching live across the world.
So let’s say hi to folks from London, Berlin, Mumbai, and
Tokyo. That’s pretty awesome. Across the globe. Welcome. [ APPLAUSE ]
>>SRIDHAR RAMASWAMY: This is an excite ing moment for Google.
For the first time the world’s top marketers and analytics
experts and their agency partners are all here in one
room together. Amazing companies, like Expedia,
American Express, Rocket Internet, SuperCell, Agoda aAgoda are all here, and
so many more. What I personally love about this event is a
chance to hear from you, is a chance to learn from you, our
customers and partners around the globe. And one message we
continue to hear is mobile changes everything.
This isn’t an evolutionary change any longer. It’s a
revolutionary one. Over the last several years, we have made
major changes to how we think about and build our products for
mobile. But accounting for mobile and design
designing mobile-first are just two very different things.
Today I’m really privileged to share with you a whole new
vision for AdWords and Analytics completely redesigned and
rebuilt for a mobile-first world . And I say mobile-first for a
reason. The shift to mobile is no longer something that will
happen or is happening; the shift’s happened. How do we
know it? Well, why don’t we Google it ?
Okay, Google, how many searches were done on Google globe ally
last year?>>There are now trillions of
searches made globally on Google every year.
>>SRIDHAR RAMASWAMY: That’s trillions. And as of last year,
more Google searches take place on smartphones than on desktops
and laptops globally. And across the millions of websites
using Google Analytics today, we are seeing more than half of
all that traffic come from smartphones and tablets. Market
ers are no longer asking if they should invest in mobile. Folks
like you are asking how we should invest in mobile. So how
should you invest in mobile? To answer that question, we have
to understand how consumers use technology to connect with the
world around them. For many of us, our phones are the first
thing that we pick up in the morning and the last thing we
put down at night. As a result, brands have more moments
throughout the day to connect with consumers than ever before.
So it’s critical for marketers to know which moments matter
and which ones don’t. If I’m texting my spouse or checking
out my friend’s vacation photos, I’m not necessary ily looking
to engage with a brand. In fact , brands that interrupt us get
in the way. But then there are these moments that truly matter,
moments when we turn to our smartphones for help make ing a
decision or accomplishing a task . At Google we call these micro
moments. Morning commutes on the train are now an opportunity
to book that long weekend get away or shop for a gift for
Father’s Day, which is only a few weeks away in the U.S.
And at the grocery store, people turn to their phones for help
choose ing the right product. And back at home, their tablet
might help them learn to fix a leaky faucet or find a plumber
when they give up, like I’m often subject to doing. So
these are the I want to know, I want to go, I
want to do and I want to buy moments, and they represent a
great opportunity to connect with your consumers. But in
order to win these moments, brands have to meet consumer
needs by first understanding their intent and the context
around it. One of my favorite examples of a brand that
understands intent and context is Toyota. Within the
automotive active category category, search
index for specific brands has increased over 35 percent in the
past year. 80% of these search es are happening on mobile,
perhaps by what people see on the road or in parking lots. To
be useful in these is st right for me
“Is-It-Right-For-Me” Moments, Toyota started using Google’s
automotive ads. Showed latest car models, from the latest
interior to all the exterior color options. Toyota
understands the importance of delivering the right experience
based on people’s context. And on mobile, people are looking to
swipe and not just click and go somewhere.
Another customer that’s innovating for micro moments is
Macy’s. When consumers have an I want to buy moment, whether
that’s getting the perfect graduation gift or finding the
right running shoes, Macy’s is right there. And And, of
course, Macy’s both has an e-commerce e-commerce
Web site and lots of physical locations. So building for
mobile meant directing people to the right storefront, whether
that’s yorn online or physical. So how did Macy’s go
about doing this? For people searching on their laptops,
Macy’s encourages a visit to the Web site, linking shoppers
directly to the products that they are looking for. For
people searching from their smartphones, Macy’s offers the
ability to call a local store and of course get directions.
Customers can also see which products are in stores, how many
are available, and at what price all right from within the
search result. For Macy’s, tail oring experiences for mobile
allows them to improve not only online sales but also drive foot
traffic to physical stores. Successful brands like Toyota
and Macy’s are the ones that have rethought their approach to
marketing with micro moments right at the heart of their
plans. They’re the ones that understand all aspects of these
moments and develop around them in a way that speaks to people’s
needs right where they are and right when they reach out. They
are the ones that understand their customers’ needs by
understanding intent and context . And as a company
fundamentally built on intent, Google is in a unique position
to help all of you. , and we can do it at scale. Google Search,
YouTube, Maps, Gmail, Android, Play, and Chrome now serve over
a billion users each. On the Google Display network
reaches over 90% of all Internet users and influence more than 2
million publisher websites and apps. And everyday Google
Analytics processes over 500 million digital interactions
across devices, moments like site engagement, app downloads,
and, yes, conversions. And with insights into these
billions of interactions and touchpoints everyday, only
Google can provide you with a deep understanding of consumer
intent and context that you all need to win in this mobile-first
world. For the next 40 minutes, our
team will share with you how we’ve applied insights,
technology, and all of your perspectives to deliver amazing
innovations in Ads & Analytics ads and
analytics. These innovations, again, built based on our
understanding of intent and context. And importantly,
they’re designed to help you be relevant to your customers based
on the device that they’re using, where they are, and
and what’s nearby, and the things that your consumers care
about about. We’ll show you how we’ve combined the power
of intent and context to grow your business in ways that only
Google can help. We’ll also be showing you amazing demos of the
new AdWords experience and Analytics 360 Suite to show you
how our platforms will enable this mobile-first approach to
market, and that will be something you won’t want to miss
miss. So let’s get started. Three
years ago our industry experience ed a seismic shift.
Consumers are increasingly moving between devices, search
ing for things on the go, and connecting with businesses
throughout the day. Laptops and desktops are still the primary
device for most consumers because most businesses
businesses didn’t have mobile optimize ed sites,
and checkout processes were really clunky on mobile. In
that desktop first world, we launched enhance ed campaigns to
help marketers reach consumers with the right ad on any screen
in a smarter and more efficient way. We did this by introducing
mobile-preferred ads and make ing it easy to adjust bids for
mobile. But we anchored your entire campaign on desktop, and
then asked about mobile. I know it was controversial at the
time, but I have to say, it’s worked really well. But that
was three years ago, and a lot has changed in these three years
. Now, the starting point for your consumer is a 5-inch screen
, shouldn’t your advertising strategy be anchored to that
device as well? Mobile ads are no longer an add-on; they are
the imperative. And mobile bids are more than an adjustment; they are foundational to your
success. As a result, we have had to
break free of the constraints of a desktop first world and
rethink how our products work in a mobile-first world.
So how should ads be designed for mobile-first? How should
bids work for mobile-first advertisers? And how should
marketers measure impact, both on and offline in a mobile-first
world? Really, how should marketing work in a mobile-first
world? Today we are announce ing a whole new, completely
reimagine ed ad platform built from the ground up to help
consumers and marketers succeed. We’ve completely overhauled
and optimize ed how ad create tives look on mobile.
Redesigned bidding so marketers have more control over how and
when their ads show on all manners of devices, and
reimagine ed measurement to bridge the online and physical
worlds and we have completely redesigned the plume that you
use platform that you use. We’d like to show
you how we rebuilt AdWords for this mobile-first world. First
impressions are lasting impressions, and text ads are
how you introduce consumers to who you are and what you do.
They help you be there and be useful, and consumers are look
ing for answers. So what your text should text ads
look like in a mobile-first world? Earlier this year we
removed the right-hand side ads on desktop. We did it to
improve the search experience but also make it more consistent
across mobile desktop and tablet. This opened the door to
reimagine ing what a text ad should look like, and these
changes have led us to the big gest update to the ad create ive
since AdWords was introduced over 15 years ago.
In rebuilding search ads for this mobile-first world, we made
two critical changes. Our research shows that ads with
longer headlines are more useful to mobile users because they
provide more information before they actually touch. We’ve also
expanded the number of characters that can be in your
description line. We now have one long 80 character
description line. Combined with your two headlines, that’s
nearly 50% more ad text for you to highlight your products and
services. Based on early test testing, some of our
advertisers have reported increases in click-through rate
of over 20% compared to current text ads. Take ing advantage of
this format early will be critical to your success. We
encourage you to start thinking about what your ads should look
like and make ing plans before we roll out this new format wide
ly later this year. And display ads must also deliver a
consistent experience across devices people use and fit seam
lessly within the websites and the apps that consumers visit.
Whether that’s a news Web site on a smartphone or a game ing
app on a tablet. So we asked what should display ads look
like in this mobile-first world world? On the Google
Display Network Google
Display Network, we needed to design a system that would do
the hard work for you. There’s a lot of different kinds of
sites and apps out there. So you can simply provide us with
headlines, a description, an image, and an URL and let Google
do the rest. We’ll create beautiful ads for you that fit
any Webpage or app. And this redesign will also unlock native
ad inventory across the GDN GDN.
Somebody’s happy. [ APPLAUSE ]>>SRIDHAR RAMASWAMY: Make ing
create ives beautiful and easy to click, tap, and swipe is our
top priority in this , and this rethinking helps us do
it. Let’s switch gears. What does
bidding look like in a mobile-first world? Well, first
you need more control over the way you optimize across devices.
And second, you need much more flexibility around how much you
bid for each device. That’s why starting in the next few
months you’ll be able to set individual bid adjustments for
each device style, mobile, diskt desktop, and, yes, even
tablet. [ APPLAUSE ]>>SRIDHAR RAMASWAMY: You folks
have asked us about this again in this very forum last year,
and I’m really glad that we are able to, you know, listen to you
and bring this forward. So you anchor your base key
keyword bid to whichever device drives performance for you for
your business. Then you adjust that bid up or down with expand
ed ranges all the way up to +900% for each of the other
devices. With this additional control and flexibility, you can
now optimize your bids for the devices that matter the most to
you, all again from within a single AdWords campaign.
All of this is the new AdWords, redesigned and rebuilt based on
a unique understanding of intent and context that only Google
has. To To help marketers fit in the moments that matter
most. Now, I’d like to invite Jerry to
share with you the next generation of products that will
help you reach consumers with relevance as they explore and
connect with the world around them.
Jerry? [ APPLAUSE ]>>JERRY DISCHLER: Hi, everyone
. Thank you, Sridhar. This year around 90% of global
sales will happen in stores as opposed to online. And if you
think about it, that makes perfect sense. Whether it’s a
new car, breakfast sandwich, a pair of running shoes. Most of
the things we buy are from the stores, restaurants and business
es around us. But in today’s mobile-first world, the way we
find and discover things has fundamentally changed. Nearly
1/3 of all mobile searches are relate ed to location. Where we
are, the places we want to go, and the things around us. If I
want a cup of coffee, I reach into my pocket and in seconds
I’m on the way to the nearest cafe, or if my car’s running low
on gas, the closest station is only a few taps away. We do
this now for every kind of micro-moment, from I want to go
to I want to buy moments. As a result, location-relate ed
mobile searches are growing 50% faster than mobile searches
overall, and that’s just in the past year. As we move across
activities and places throughout the day, our smartphones have
created a new front door to the brands and businesses around us,
bridge ing the digital and physical worlds in a seamless
way. This represents a tremendous opportunity. Brands
that put micro moments at the center of their strategy and
reach their customers with local ly relevant messages, those are
the brands that will win. Two of my favorite examples from
come examples come from Target and
Jerome’s Furniture. Today 98% of Target’s guests shop digital
ly. Three-quarters start their experiences on mobile devices.
The brand understands there’s no longer a divide ing line
between the digital world and the physical world.
With smartphone in hand, they shop whenever they have time and
flow seamlessly from online channels to physical stores.
Similarly, Jerome’s Furniture, a regional furniture chain,
understands its customers want to see and touch what they buy.
Nowadays when customers walk into the store, they want to sit
on that sofa or lie down on that bed that they saw in a
Google Search ad. For Jerome’s, it’s about connect
connecting the mobile showroom to the physical showroom.
Target and Jerome’s have built the strategy that wins in this
mobile-first world. Using Google’s store visits,
tart Target has learned that one in every three people
enclose who click on a search ad head into the store to shop.
As a result, Target has accelerated its shift from
digital media like Google shop shopping. In the case ofger
mome’s of Jerome’s , they’ve increased their
investment in mobile search significantly by 82%, including
the local inventory ads. This resulted in a 93% increase in
sales. By providing useful, local information when people
are looking to buy, these brands are delivering in the moments
that matter. Only Google has the technology to help
advertisers do this at scale. Today over 1 billion people use
Google Maps. From the beginning the mission of the Maps team
was to help people navigate and explore the places around them
wherever they are. And now because we carry our smartphones
everywhere we go, Google Maps has more data than ever before
and more opportunity ies to help guide consumers through their
everyday moments. For example, popular times help you escape
crowds and long lines, whether you’re heading to the grocery
store or hitting the gym. Reviews restaurants and business
es can help you quickly decide where to eat or shop. And
realtime transit information helps you plan your commute
around delay delays. Google Maps delivers tremendous
value to our users, and as marketers you can deliver the
same value to your customers. Every month people visit one and
a half billion destinations relate ed to searches they’ve
done on Google. These are moments for your brand to be
there and be useful. Ads in Google Maps aren’t new. We’ve
had a basic product for a number of years. Significantly in
2013 we enabled ads into the new Google Maps apps on IOS and
Android. Last month we made a number of additional enhancement
s, like showing ads in the local results within Google Maps and
make making Google Maps part of the ad inventory for Search.
These products and features represent the ground floor of
what we’re building. Today I’m excite ed to show you the next
generation of local search ads. Advertisers using location
extensions can now take advantage of richer, more
relevant ads within the Google Maps properties. These new
forthcoming local Search Ads will appear across Google.com,
the Google Maps apps, and the desktop mobile and tablet
websites, helping you reach more people who are searching for
local businesses. Let me show you what this looks
like. Many of you in this room traveled here from places around
the world, and if you’re like me when you travel, you might
have forgotten your phone charge er. Game over, right? In
these I will make it through the day moments, most of us
wouldn’t know where the closest phone or electronics store is,
and these days you just don’t have to. Luckily I still have a
little battery power left. I open up the Google Maps app and
search for electronics store. I see the most relevant retailers
near me in a brand brand ed pin for Best Buy. Details
about this location are also highlighted at the top of the
Search results. What do you know, there’s an in-store
promotion for 10% off cell phone accessories. This type of
promotional text is unique to Google Maps. The Best Buy
promotion definitely speaks to me and the location is nearby
nearby, so I tap in. A coupleise
couple cussise able business expense provides to
unique locations. I see the 10% off location and I even have
the ability to search within the store for charge ers that work
for my phone. For retailers like Best Buy,
showing shoppers the products they want in stock is critical.
In fact, one in four people who avoid stores say it’s because
they don’t know whether an item is in stock. That’s why we’re
bringing local inventory information to these business
pages along with the ability to search through that inventory.
With additional details like store hours, phone number,
address, and directions, these business pages are designed to
help increase foot traffic to your stores. The Best Buy
location opened at 10:00 a.m. and it’s not too busy right now,
so let’s go. So now I’ve bought the charge er and we’re
on your way back to the hotel. As I’m walking, I see a promote
ed pin for Starbucks and a dollar off any drink when I use
my rewards card. It’s still pretty early, I could go for an
iced tea, let’s stop by. Giving more opportunities in Google
Maps to highlight their brands is an excite ing area of focus
for us. Over the next year year we’ll be testing new
formats to see which has the most value for advertisers.
One things we’ve started promote ing is the Google pin. Within
the Google Maps as expeem explore the world around them,
you can promote your businesses nearby or along the route. For
example, someone getting directions for a weekend get
away might see a pin for a Shell gas station, or as navigating
to their destination, a pin from McDonald’s might convince them
to stop for a bite to eat. As consumer demand for local
information continues to grow, digital marketers more account
able for in-store activity than ever before. Consider this,
three out of every four people who search on their smartphone
for something nearby visit a business within that day. 28%
of those searches result in a purchase. Capturing these
mobile interactions and offline sales is fundamental to growing
your business. Measure ing a customer journey that starts
online and ends in a store, that’s really, really hard. We
introduced a store visits metric a little less than two years
ago to help solve this, and it is a first in an industry.
Using technology and insights that are unique to Google,
AdWords has now become the largest om omnichannel
measurement provider in the world. In less than two years,
advertisers have counted over 1 billion store visits global
globally. Advertisers may be asking how many of these
store visits are actually incremental? To figure this out
we ran a randomized control study with ten of the largest U.
S. big box retailers, names like Target and bed bad Bed
Bath & Beyond. What we found was incredible. What we found
was that, on average the number of incremental store visits
driven by mobile search ads actually exceeded the number of
online purchase conversions. These are store advises
visits that other otherwise would not have
happened, proving the substantial impact delivered by
mobile search ads. The technology behind store visits
is revolutionary. The same machine learning that helps
people find the shortest route can help you understand if
someone walked into your store after clicking on an ad. We
work closely with the Google Maps team matching opted-in
location history for hundreds of millions of users with Maps
data for over 200 million buildings. To ensure the
accuracy of our metrics, we survey over 5 million people to
confirm that they actually visit ed a store. As a result, our
results are over 99% accurate. Today I’m excite ed to announce
that we’re enhance ing that accuracy even further for even
more store locations by using beacon signals to improve our
existing location data. Only Google has the technology to
offer this level of precision and scale. Businesses of all
sizes and across a variety of industry ies around the world
are using store visits to measure the impact of online ads
on offline activity. For example, the average car
shopper today makes just two dealership visits in their
search for the perfect ride. That’s because today’s car shop
pers turn to mobile-first to research models, find deals, and
get realtime advice before set ting foot in that dealership.
Nissan U.K. saw this as an opportunity and transformed its
measurements strategy to drive its business forward. Using
store visits, the auto brand can now see which key words actual
ly drive people into its dealerships. What Nissan U.K.
discovered was that 6% of its mobile ad clicks resulted in a
dealership visit. Considering the average person makes just
two visits to a dealership when buying a car, this is incredible
. What’s even more than that, these clicks delivered an
estimated 25 to one return on investment.
In Japan, Seven & I Holdings, which is one of the largest
retailers in the world, turned to Google Store visits to
measure on to off line activity. Store visits revealed 10% of
mobile search ad clicks led to a store visit visit. And
the cost per visit was 40% lower on mobile compared to desktop.
As a result, Seven & I Holdings has shifted significant
additional marketing spend to mobile Search in order to drive
better return on investment. There’s no question that mobile
has changed the way people behave online and in the real
world. With new ad innovations in Google Maps and the most
powerful plume platform for measure ing store visits,
advertisers can now build a local strategy to win consumers’
hearts, minds, and dollars as they explore and connect with
the world around them. And now Brad will show you what
we’re building to help personal ize the ad experiences across
Search and Display. Thank you.
[ APPLAUSE ]>>BRAD BENDER: Thanks, Jerry.
As many of you know, at the heart of any successful market
ing campaign is a deep understanding of our customers.
The better we understand our customers, the better job we can
do as marketers. But the challenge has been reaching them
with precision and scale. To understand what this looks like
today, we did a longitudinal study of a real consumer named
Stacy from the Midwest. As a 32-year-old mom of two with a
third on the way, Stacy was look ing for a minivan that could fit
three car seats and her large family dog trixy Trixie.
She also wanted a minivan that was exception
exceptionally safe, had high crash rating scores, and could
handle the icy Midwest winter storms.
Now, to visualize this, each line behind me represents one of
the 900 touchpoints that Stacy had in the course of three
months in this journey. As part of this, Stacey Stacy
browse browsed multiple car view sites while she was
waiting for her kids to get out of school. She browse ed
YouTube videos to really deeply understand how some of these
features of the mini advance minivans performed.
And she searched on specific terms, such as best car for
families with car seats and a dog.
Billions of moments like this are happening everyday. That’s
why display advertisers are increasingly turning to
programmatic to deliver relevant messages to the right people at
the right time across web and apps.
With Programmatic, you can use the power of data and automation
to be there and be useful to etch radio your audience.
Programmatic does the heavy lift ing for you. It factors in many
signals to determine exactly where, when, and who to show
your ad to. Google offers the leading suite
of programmatic solutions to meet the needs of every
advertiser with DoubleClick bid manager and the Google Display
network. DoubleClick Manager, or DBM, is for advertisers seek
ing advance ed controls, such as the ability to buy from
specific exchanges or directly from publishers.
The GDN puts powerful programmatic technology in the
hands of all advertisers right from AdWords.
When you’re a local flower shop or a national retailer, the imnd
GDN gives you access to powerful programmatic tools,
such as automated bidding, create ive optimization, and
dynamic remarketing. These solutions are unique because
they’re built on a rich understanding of intent coupled
with demographics, interests, and, yes, context.
For instance, with in-market audiences on both the DBM and
GDN, auto brands can reach consumers like Stacy who are
browse ing minivan content but who are also ready to buy one.
So what goes into showing a single display ad on Google’s
programmatic platforms? Intelligence and speed. Google
‘s machine learning technology analyzing contextual information
information, people ‘s location, interests, in order
to show them the most relevant add. We evaluate millions of
signal combinations in realtime to help you set the optimal bid
for each ad. And all this happens in milliseconds, literal
ly faster than the blink of an eye.
Now, one of these signals is whether or not someone has
previously visited your website or app. That’s why advertisers
have found tremendous success with remarketing on the GDN.
Today I’m really excite ed to announce that we’re extending
the reach of your GDN remarket ing campaigns by giving you
access to cross-exchange inventory. This inventory lets
you reach additional Web Sites and apps around the world. We
also take steps to ensure this additional inventory delivers
the same high-quality traffic you’ve come to expect from
Google’s network. More reach, same precision now part of every
GDN remarketing campaign. SAS, a European airline, ran
remarketing campaigns on the GDN to drive more ticket sales.
With the extended reach that the GDN now offers, SAS drove about
20% more conversion conversions at a similar CPA.
Now we know in Search the user’s query is the most powerful
signal of intent. But successful advertisers have
realized that adding interests and behaviors can help maximize
performance. Search marketers have found this to be especially
true when applying remarketing lists for search ads, or RLSA,
to their keyword campaigns. RLSA is a powerful way to
improve the effectiveness of keyword base campaigns by
focusing on consumers who have already expressed an interest in
your brand by visiting your Web site or app. For example,
Marriott International, a major hotel brand with over 4400
properties used RLSA to reach past site visitors looking to
find a place to stay for an upcoming trip. Using remarket
ing lists for Search Ads search ads, they were
able to bid higher for this valuable customer segment while
achieving nearly a 4X higher RO ROI compared to other
campaigns. Many customers like Marriott have shared success
stories like this with us. They’ve also shared ideas for
improving the product. Like extending remarketing lists to
reach prospect active customers who are unfamiliar with the
brand. Today I’m really excite ed to
announce we’ve built a new offering based on this feedback , similar audiences for Search.
[ APPLAUSE ]>>BRAD BENDER: The idea is
powerful yet simple. For example, if users on your market
ing list have searched for sunglasses, Google can help you
be there for people who have searched for the same term but
who haven’t yet visited your site. Fiat, Chrysler
automobiles saw the efficacy of similar audiences \first
hand\firsthand. hand \first
hand\firsthand. audiences first hand. With
similar audiences for search they focused on new site
visitors who shared the same characteristics as visitors in
their remarketing lists. By bid ding more aggressively for this
segment, the brand increased click-through rates by 5 percent
and decreased CPA by 14%. Like similar audiences for
search, demographics for search ads combine’s a user’s intent
with additional signals signals, in this case age and
gender. AARP, a nonprofit organization for people age ed
50 and over, was one of the first advertisers to use
demographics for search ads. After adjusting bids based on
age, AARP saw strong performance , including 65% higher
click-through rates and 15 percent lower CPAs. We’re
committed to make ing our audience products work even hard
er for you, and we’re going to be rolling out demographics for
Search Ads in the coming months. And moving forward we’re
continue ing to invest in audience signals for search
Search. As you’ll see across all of our
upcoming launches this year, we’re bridge ing intent and
context with the same technology that powers everything from
Search to Google Maps Maps. With that, I’d like to invite
Matt up to the stage next, who’s going to be talking about all
the excite ing new products the team is adding to your toolbox
to help you manage and measure media in a mobile-first world.
Matt? [ APPLAUSE ]>>MATT LAWSON: Thanks, Brad.
Sridhar talked about the need for marketers to create relevant
and helpful experiences for their customers. Well, you’re
our customers, and we care deep ly about create ing great
experiences for you. That means building marketing tools that
make it easy for you to accomplish your goals. We know
that the shift to mobile has made your jobs more complex.
There’s now more opportunity ies than ever to reach people and
measure their behavior. But with an increasing number of
screens, channels and touchpoints
touchpoints, it can be hard to keep it all straight. You can’t
do effective marketing in today ‘s world with products that were
built for a desktop world. That’s why we’re make
investments investments in two of our most important products:
AdWords and Google Analytics. So how do we know what you need
from our tools? Well, we asked you. Over the past two years
our product team has met with businesses large and small, from
power users to beginners, at companies from all around the
world. We held customer panels. We conducted use ability
studies, we fielded research, all to understand what we’re
doing well and where we’re falling short. Your direct
feedback and insights are shape ing what we’re building next.
Let’s start with AdWords. To design the new experience we
focused on three key principles, each rooted in your feedback.
First, the data you care about needs to be at your fingerprints
. We want to help surface insights so you can identify
opportunities and take action. Second, AdWords should be more
about your business and less about our products. It should
be super easy to run and optimize campaigns based on your
unique marketing objectives. And finally, the tools you use
should be powerful and yet simple simple. You can
accomplish so much more in less time when workflows are
intuitive and we remove the clutter.
To help me preview this, I’m going to invite Samantha up.
She’s our director of engineering for the AdWords
platform, and she leads the 500 person global team that is under
take ing this massive redesign experience.
Samantha? [ APPLAUSE ]>>SAMANTHA LEMONNIER: Thank
you. Hello, everyone.
Matt touched on the three design principles that are the heart
of the new AdWords experience. I would like now to dive into
each and show you exactly how we are infuse ing all of your
feedback directly into our product.
You know when you log into AdWords today you are bombarded
with data. It’s hard to know where to look and what to look
for. So the first thing we have done is surface the insights
you care about and visualize them in a way it’s easy ier to
take action. Overview pages like this one are
the new home page for your account. It’s where you unearth
deeper insights about your account to understand what’s
performing well and what requires your attention. At a
glance you could quickly see your top-performing campaign as
well as what devices are driving a majority of your clicks and
conversions. For example, from the cart on
the left, it looks like the Women’s T-shirt campaign is
doing really well. And on the right that a majority of the
clicks clickses and conversions are coming from
mobile. You can also see how your ads are performing by hour
of the day. Here we see morning s are more active. We probably
want to check if we’re accounting for that opportunity.
The second design principle is to focus more on your business
and less on the product. We have built our campaign creation
flow around this idea. Simply tell us what your marketing
objectives are. We’ll recommend the features to help you get
there. For campaigns that are trying to drive store visits,
the settings and features used are geared toward achieving that
objective. Here you would create a search
campaign and select, visit visit your businesses
“Visit your business” as the action you want to drive. It’s
a perfect fit. Keep in mind you can still use
every feature with the AdWords, and hopefully this way you won’t
have to look for the ones you really need. Your campaigns
will also run the same as they run today. So there’s no
up-grade or migration of any kind.
And finally, at the end of the day we all just want the tools
tools that help us do more with less time. The new
AdWords experience does just that. It brings the most
important features, like target ing, front and center. Devices,
locations and ad skid schedule ing, just like key
words, are now accessible with a single click from anywhere in
your account account. That’s the speed and convenience
marketers expect. [ APPLAUSE ]
>>SAMANTHA LEMONNIER: Thank you.
>>MATT LAWSON: So Samantha, this looks incredible. I’m
going to ask the question on everyone’s minds in the room, is
when is this going to be in advertiser
advertisers’ hands?>>SAMANTHA LEMONNIER: Good
question. Through 2016 and into 2017 we’ll
continue to build out this new AdWords experience, and along
the way we’ll be innovating advertisers to try it out and
provide feedback. We’re super excite ed about where we are
today, and thank you for letting me share with all of you.
>>MATT LAWSON: Thank you, Samantha.
>>SAMANTHA LEMONNIER: Thanks. [ APPLAUSE ]
>>MATT LAWSON: Okay. Just like for AdWords, we’re also
update ing Google Analytics to meet your needs. That’s why am
in March we announce ed the Google Analytics 360 Suite, an
enterprise class solution built from the ground up for the
multi-screen world. The suite is comprised of six products
that cover everything from tag management to analytics to
attribution and reporting. Each of the products in the suite is
designed to work beautifully together and also to plug right
into ads platforms like AdWords and DoubleClick. I’m excite ed
to say that starting today we’re going to begin rolling out this
suite to all current Google Analytics premium and Adometry
customers. Also like AdWords we designed
the Google Analytics 360 Suite based on your feedback. Here’s
what you told usual: First, you told us tools need to be
integrate ed, especially your ads tools and analytics tools.
These integrations make your data more valuable by allowing
you to easily use your data to improve your marketing. For
example, Panasonic saw a 3 percent improvement in their ROA
S by connecting their data to their advertising campaigns.
Second, you told us tools need to be easy to access and use,
and they need to encourage collaboration to your teams can
get more things done. We’re going to show you a demo in just
a second of how we’re bringing this sharing and collaboration
you’ve come to know and love in Google Docs to Analytics.
And finally, your tools need built-in intelligence that can
process enormous amounts of data to find and surface the most
valuable invites. You can see this approach today in features
like Google Analytics Smart Goals, which more than 60,000
advertisers are using to automatically optimize their
AdWords performance. Now I want to show you these
three themes, deep integrations, simple collaboration, and
built-in intelligence all come to life in the Google Analytics
360 Suite. Let’s Let’s start with integrations.
Optimize ed 360’s deep integrations with Google
Analytics increase your testing agility and reduce setup
setup times. With just a few clicks you can use the audiences
and goals that you already have created in Analytics to run
site experiments with Optimize. The results of the closed Bate
have been beta have been amazing. One customer
deployed a site experiment from three days to less than ten
minutes. I’m happy to announce that starting today all of the
Analytics 360 customers can join the paid beta for optimize ed
360. We know that our second theme,
collaboration, is a huge challenge. 57% of marketers
stated it’s difficult to give their stakeholder errors s
in different functions access to their data and insights.
Right now you’re all probably using multiple analytics tools,
building spreadsheets, and then e-mailing attachments back and
forth. We built Data Studio 360 to eliminate these frustrations
and allow you to access data, create beautiful reports, and
collaborate all in one tool. Please welcome Babak Pahlavan to
help take us through a real- life example.
[ APPLAUSE ]>>BABAK PAHLAVAN: Thanks, Matt
. So I want to start off with a
question. Has anyone here ever been in a situation that your
boss walks in out of nowhere and says I need a report for ab
an important meeting happening this afternoon? This is a
report you’ve never pulled before and it’s for a super
urgent meeting that’s right around the corner. Am I the
only one or — okay, I see a lot of nodding heads. All right.
>>MATT LAWSON: Hey,.>>BABAK PAHLAVAN: Babak that
was unexpected. Yes,.
>>MATT LAWSON: Matt I was talking to Sridhar about some of
our great marketing campaigns, and he said he wanted to see a
dashboard dashboard with page search broken out from
our Web site traffic. Can we do that?
>>BABAK PAHLAVAN: Totally. How much time do we have.
>>MATT LAWSON: How about three minutes?
>>BABAK PAHLAVAN: Better get to work then.
All right. So here you can see I’ve opened up Data Studio 360.
It has a bunch of reports I’ve created before. To get this
started I’m going to choose something that already has the
analytic data on there. I click on this existing report and I
can see it already has some of the data already built in. To
get things going, I put it into edit mode. Instantly it will
turn into something you’re all familiar with if you’ve used
Google apps before. Toolbar, working area in the center, and
sort of a property pane on the right-hand side.
To create the report Matt was talking about, I need to first
create more room to add more data into this. I’ll put it
into landscape mode. I’m going to adjust the title bar on top,
and I can easily copy/paste any object that’s already on the
screen using sort of the same techniques I’m used to already.
Maybe I can grab one of the users object and put it on the
right-hand side. Now, I have to add AdWords data
to this existing report report. To do that, it’s actual
ly pretty simple. I click on the data tab on top, click on
data sources, and then add new data source. Now, already I’ve
launched Data Studio support multiple different connectors.
We support things like AdWords, Attribution 360, BigQuery,
YouTube Analytics and a few more . As we go forward we’re going
to add a few more Google data sources sources as well
as lots more third party data sources to this.
We’re going to click on AdWords and see it automatic
automatically loads the accounts that I have access to along
with all the reports within that account. For this particular,
we’re going to click on campaign performance report and connect.
So you’ll see it understands the data schema automatic
automatically. Pulls it through . We can double-check
everything looks good. Then you can simply attach it to the
report itself. Then all I have to do is change the metric for
that object to something within AdWords, maybe like impressions.
And that’s it. So now you can see everything is seamlessly
integrate ed. There’s no more complicated setup while waiting
for others to give you access to the data you need.
But I’ve already taken up roughly about a minute so I need
to speed things up. I’m going to invite two of my colleagues
to help me finish the rest of this report. So Data Studio
360atetively, just like Google docks Google Docs
supports true collaborations. I can easily click on the share
button on top, and as you can see as the team gets it going,
so we can easily — there we go. And they’re up and running
almost. There we go. So I already added — I clicked on
the share button on top and added Nikhil and Dave to come
and help me do the rest of it. They already joined, and it’s a
pretty simple dialogue that opens up. I put in e-mail
address and everything gets going. As you can see the three
of us are already live on this report. You Nikhil is the
blue and Dave is the purpose. Added the click-through rate
metrics as well as clicks and Dave already added the campaign
performance table at the bottom. Notice how fast and seamless
we are working together. We are truly collaborating. Nikhil is
putting the final touches. These guys are sitting in the
audience or actually back in the office. I actually don’t know
where they are right now. But you can see we’re working
together seamlessly. Get it out of the edit mode, and we have
our report built under three minutes and everything is up and
running. What do you think?
[ APPLAUSE ]>>SRIDHAR RAMASWAMY: Matt, so
I’m done, right?>>MATT LAWSON: Looks amazing.
Could you maybe show me this data for the last 28 days?
>>SRIDHAR RAMASWAMY: Oh, yeah. It’s pretty easy.
So all I have to do is to ad a data filter to this. Gone are
the days of complexity. I just put it back into the edit mode,
add the date filter on top. I can add other filters such as
geeing foo geography for instance. I can change the
date from seven days to maybe the last 28 days. This is a
dynamic report. This is not a static page. So notice with
Data Studio you will be able to clab collaboratively build
rich, dynamic reports and easily share them with the rest of the
organization. I can easily now share this report with Matt and
Sridhar so they can use it in their meetings. So gone are the
days of e-mailing back and forth spreadsheets and
presentations. You can easily share andate andate
and collaborate just justlike Google Docs.
Thank you, Matt. [ APPLAUSE ]
[ APPLAUSE ]>>MATT LAWSON: Great job,
Babak. I’m so excite ed to see how people use this tool to
filter insights and put it in the hands of everyone on their
team. We have two new announcements.
First Data Studio 360, the enterprise version, is now in
paid beta. And second we’re launching a free version of Data
Studio. Starting today you’ll be able to use Data Studio
yourself to create up to five reports. Both versions include
unlimited sharing sharing, editing, and
collaboration. I’m going to start in the
Start in the U.S. and roll it out to other regions
throughout the year. Our final theme is built-in
intelligence. As we look across our customers we see an
interesting paradox. As you get access to more and more data,
it becomes harder for you to put it to good use. So we have one
more thing to show you. Here’s Babak again to give you a sneak
peek as how using Google’s machine learning to solve this
problem. [ APPLAUSE ]
>>BABAK PAHLAVAN: Thanks, Matt .
So if you watched I/O last week, you saw synd Sundar talk
about Google assistant is enable ing people to interact natural
ly with Google to get help with their daily tasks. So you might
wonder why can’t I use this same technology of machine
learning on AI through my analytics business to get
answers to my business questions . So we want to show you —
that’s a really good question. So we want to show you a sneak
peak of something that we’ve been working on that we’re
calling Q&A conversational search that’s built right into
Analytics 360 Suite. Why don’t we switch back to the demo mode?
There we go. So I’ve loaded up Analytics page
here. You can see we put a smaller button on the corner
that says says “Ask a Question” .” Why don’t I just
activate it. I can speak or I can type in a question in an
actual language. Why don’t we try it. I’m going to ask a
question such as “how many users did we get from
organic search in April”? What do you think is going to happen
here? Complicated chart maybe? Nope. The system parts
understood the question, ran it over our business data and came
back with an exact answer, 23,842. Isn’t that cool?
[ APPLAUSE ]>>BABAK PAHLAVAN: Now let’s
try something more complicated. “What were my best selling
products for April”? That’s a lot more complicated. It needs
to understand my business, the account that I have access to,
and look what it did, it understood that my best products
, meaning the top producing revenue products. Instead of
coming back with one answer, it came back with a table with a
list of our best selling products for the month of April.
Isn’t that cool? [ APPLAUSE ]
>>BABAK PAHLAVAN: Just think about how much more productive
your entire team can be if analysts and marketers alike,
they can just ask the questions about the business and in their
own natural language and get their answers instantly.
So we hope you are as excite ed as we are about these things and
we can’t wait to show you more in the future.
Now back to Matt. Thank you.
[ APPLAUSE ]>>MATT LAWSON: Thanks, Babak.
In everything we do we’re working to drive greater value
for your business. We’re doing this by listening closely to
your feedback and building tools to meet your needs. I hope
you’re as excite ed about these innovations as we are when they
come to life. , in AdWords and in Google Analytics 360 Suite.
Now to close things out, I’ll hand it over to Sridhar.
[ APPLAUSE ]>>SRIDHAR RAMASWAMY: Thank you
for joining us and for tune ing in.
All of this is just a start of what we are doing this year. To
help you not only reach more people than ever before, but
also connect with them much more meaningfully. So big thanks to
all of you. All of your feedback has play played a
huge role in all the innovations that we announce ed today. So
I’m pretty incredibly excite ed about what we can do together,
from helping you be there for consumers in more places with
innovations like ads and Maps, to helping you be useful with a
redesign canvas for text and display ads across devices. And
giving you tools to understand journeys in this multi device
world with the Google Analytics 360 Suite.
To learn more about everything that we discussed today, check
out our new websites for AdWords and the Google Analytics 360
Suite. I’d like to encourage you to visit them to learn more
and, of course, provide feedback to us both there and here in
all of these sessions today. Thank you so much.
[ APPLAUSE ]