[MUSIC PLAYING]
TARRESHA POINDEXTER: For the past year,
we've been working really hard to bring an entirely
new campaign to Google Ads.
OMRY PRUZAN: We heard loud and clear from advertisers
that they want one simple performant
flow to reach consumers on YouTube, Gmail, and Discover.
RACHIT GUPTA: The key here is to create an experience which
is relying on the user journey itself, and not challenging it.
TARRESHA POINDEXTER: It's called Discovery Campaigns.
When I go to Discover, I'm trying
to get updates on things that I care
about like new stuff, sports teams, myself personally.
I spend a lot of time--
almost maybe too much time-- on YouTube.
On Gmail, I spend a lot of time in my inbox
cataloging through all of the promotions I've received.
So the ads themselves are really natively
integrated within those experiences.
RACHIT GUPTA: My job is to create
workflows, which feel very natural and easy to use
for consumers.
There were a few design principles
that we hold as our North Star when we start our Discovery
campaigns.
Number 1 was these ads should be visually consistent.
We're trying to create this ad which assumes
a part in the user's journey.
The ad should feel as if it's part of the product.
The second very important principle
that we had was all of these Discovery ads
should be very high-quality.
We'll have teams actively reviewing these assets to make
sure that these match the standards of all
of these different Google properties and products.
The third very important principle that we had
was a relevancy.
We want the ad to be very much focused on adding value.
If an ad is not relevant, it becomes noise.
In addition to that, we also offer ad-focused controls.
Users can tap on the ad and provide us with input about
if they want to see more of ads like that, or less
of ads like that.
So that helps us fine tune this ad experience for them
and make the relevancy criteria stronger.
TARRESHA POINDEXTER: Discovery Campaigns
is a one-stop shop in the sense that you
upload really the building blocks of your ad itself,
you tell us the audiences that you'd like to reach,
and then we'll find those people across a variety
of different contexts and help you reach
Google users across YouTube, Gmail, and Discover
with that message.
OMRY PRUZAN: And to do so, we're employing
machine learning quite heavily.
We know that most advertisers think of machine learning
as being this black box, but what it truly
is under the hood is a set of algorithms
that test and iterate and drive better performance.
Our asset base flow really encourages advertisers
to provide multiple headlines, multiple descriptions,
and multiple images, so that our algorithms can
take those assets and render them natively
in Google's top properties.
We use audience expansion to understand the audience
that best works for the advertiser,
and then get them even more of those users
to drive more conversions or leads.
Additionally, we want to alleviate the heavy lifting
of thinking about bidding, so we recommend
advertisers use smart bidding, which is in a machine learning
power system that looks at bids and finetunes them to the best
channel and creative to deliver the greatest return
on investment for advertisers.
RACHIT GUPTA: Design is much more
than just putting pixels on the screen,
or just making things beautiful.
Design is about how the product is able to solve to core user
need.
OMRY PRUZAN: We give advertisers the canvas, the brush,
and the paint, and we really look forward
to see how advertisers could unleash their creativity
to achieve their business goal on Discovery.
TARRESHA POINDEXTER: Across YouTube, Gmail, and Discover,
all of the content is curated and personalized for that user.
And so what's exciting for an advertiser is
we can then pair your brand in that experience,
and then it's almost like a recommendation.
It moves out of the realm of just being an ad.
That's a perfect opportunity for a brand
to really shine, and to showcase their message.