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KATIE HAMILTON: Broadcasting live
from San Francisco, California, it's
Google Marketing Live 2019, the annual event where
marketing leaders from around the world come together to help
shape the future of marketing.
Hi, everyone.
I'm Katie here with Sean, and you just
saw the main stage keynote.
If you missed it, you can go to g.co/marketinglive to watch it
anytime.
And, also, check out our entire schedule for the week.
SEAN QUADLIN: Now that we're officially underway
here's what you can look forward to.
We'll be broadcasting more than 20 sessions.
You'll get a sneak peek at new best practices
in digital marketing and hear success stories from some
of the world's leading brands.
KATIE HAMILTON: But, first, in the next hour,
we'll take you behind the scenes of the three
major announcements you've just heard in today's keynote,
Discovery Campaigns, new tools for app deep linking,
and Bumper Machine on YouTube.
We're inviting the product managers and engineers
from the teams that built them to come answer
your questions live, so don't forget to get us
your questions on Twitter using the hashtag #AskGoogleAds.
We've seen some of them come in already, and I love it.
[LAUGHTER]
SEAN QUADLIN: But, first, Discovery campaigns just
announced in the keynote used machine learning
to surface the right ads to consumers when
they're browsing the content that they care about.
And would it really be a Google keynote
if we didn't talk about machine learning?
KATIE HAMILTON: It would not, Sean.
SEAN QUADLIN: Let's take a look under the hood
of Discovery campaigns.
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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 performance
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.
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When I go to Discover, I'm trying
to get updates on things that I care
about like news 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 held as our [INAUDIBLE] when
we started Discovery Campaigns.
Number one 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 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 offered 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-based 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 [INAUDIBLE].
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 feeding.
So we recommend advertisers use Smart Bidding, which
is a machine-learning powered system that looks at bids
and fine-tunes them to the best channel and creative
to deliver the greatest return on investment for advertisers.
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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 the 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 messages.
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SEAN QUADLIN: What a great new campaign type for advertisers.
So now is the time for you to send us
your questions for the Discovery Campaign's team
using #AskGoogleAds.
And, right now, we're going to welcome our product managers
Omry and Amy to the show.
Thank you guys so much for being here today.
OMRY PRUZAN: Thank you for having us.
AMY HEMMATI: We're glad to be here.
SEAN QUADLIN: Yeah.
KATIE HAMILTON: So, Omry, just to get started,
like what is the Discover Feed?
Like, I don't think I've ever heard of it or used it.
OMRY PRUZAN: Great question.
So the Discover Feed is a curated feed of content
that has been tailored to your interests.
And there are three ways for a consumer to get to it.
First is through the Google Search app
available on Android and iOS.
Second is through the Google Mobile web page
available on all browsers.
And thirdly is for Pixel phones when the consumer
is swiping to the right.
And with the new Discovery Campaigns,
now advertisers can reach consumers
who are there in the Discover Feed in the mindset
to discover the new content through ad slots interspersed
in between the content.
KATIE HAMILTON: So you swipe right,
and then you see that whole feed.
I actually love that feed.
OMRY PRUZAN: Right.
KATIE HAMILTON: I, like, get a lot of news and sales.
Awesome.
Cool.
SEAN QUADLIN: Now you know what it's called.
[LAUGHTER]
So, Amy, I'm a former advertiser myself.
So I'm curious, how did advertisers actually
set these campaigns up?
I know you're trying to eliminate some steps in terms
of setup, and so we're doing more of the heavy lifting.
So what do we do to actually make it easier for advertisers?
AMY HEMMATI: Thank you so much for asking.
Discovery Campaigns were designed
to be very easy to use.
The first step is to just go into the Google Ads UI
and find the Discovery Campaign type.
It's under the Website Visits Marketing
Objective and a few others.
Then upload your assets.
You'll need a headline, your logo.
But the real important part of Discovery Campaigns
are your images.
So a really high quality images.
We've seen advertisers be very successful with lifestyle
images as well as images that showcase their products.
Then set your target cost per acquisition.
Make sure your website is conversion tracked,
and we'll do the rest.
SEAN QUADLIN: OK, conversion tracking, very important.
AMY HEMMATI: Absolutely.
SEAN QUADLIN: Makes a lot of sense.
Cool.
KATIE HAMILTON: OK, guys, Twitter
is blowing up with questions.
So the first one from Overtop Media--
are Discovery ads available to all,
and how can we participate?
Like are they live today?
OMRY PRUZAN: Good question.
So Discovery Campaigns, which we just announced today,
are still in beta.
KATIE HAMILTON: OK.
OMRY PRUZAN: They will roll out globally later in the year.
But advertisers are encouraged to reach out to their Google
account representative to sort of basically talk to us
and see if we can get them on the beta.
KATIE HAMILTON: Get in that beta.
OMRY PRUZAN: Yeah.
SEAN QUADLIN: Very exciting times being in a beta.
I know that all too well.
OK, and our next question is from [INAUDIBLE]..
This one's for you, Amy.
AMY HEMMATI: Sure.
SEAN QUADLIN: Will Discovery ads work for smaller businesses?
AMY HEMMATI: Absolutely, we've seen a lot of small businesses
drive growth and success with Discovery Campaigns.
Just call Google, and we'll get you set up on the beta.
SEAN QUADLIN: OK, excellent, so advertisers of all sizes .
Thank you guys so much for being with us today.
I know Discovery Campaigns very exciting.
We're excited to talk to you, excited that these exist now.
And we just really appreciate your time.
OMRY PRUZAN: Thank you very much.
KATIE HAMILTON: And if you want to get started with Discovery
Campaigns right now, we have a video
with some tips and tricks.
TARRESHA POINDEXTER: Hi everyone.
My name is Tarresha Poindexter, and I'm a global product
lead at Google.
I'm here today to share tips to help you drive success
from Discovery Campaigns.
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People turn to Google every day to find information and explore
content online.
They're watching videos, poring over product images,
checking out the latest news and trends,
finding promotions, and more.
And when they find something that meets their needs,
they're ready to shop.
Over 70% of consumers are always on the lookout
for new brands and products that make their lives easier.
Discovery Campaigns give you a simple and efficient way
to engage billions of users as they browse
content across the YouTube Home Feed, Discover,
and the Promotions or Social tabs in Gmail.
And you can do this from a single campaign.
To get started, create a new campaign in Google Ads.
You can create separate ad groups.
But you should only go down this route
if you need to customize your messaging for different types
of products, or services, or different customer segments.
Consolidating ad groups has two major benefits.
It saves you time and simplifies how you manage your campaign.
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Through automation, you can still
supply multiple creative assets per ad group
and have our systems create different variations.
It also helps your campaign perform better
since machine learning works faster and better
with more data.
When you're setting up a Discovery Campaign,
the first steps are to name your campaign,
choose the locations and languages you want to reach,
set your bidding goals and budget.
We recommend a daily budget that's
at least 10x the value of your Target CPA bid
so your campaign has room to scale
and doesn't become constrained by budget.
Next step is selecting your audiences.
Focus on audiences that are most likely to convert
for your business.
We've seen advertisers drive great results
starting with re-marketing, custom
intent, or in-market audiences.
With custom intent audiences, we also
recommend including at least 10 of the top converting keywords
from your Search campaigns to help define and reach
the right audience.
Finally, build your creatives.
Discovery ads are designed to natively integrate
into the browsing experiences on Discover, YouTube, and Gmail.
From the assets you provide, will
help you build ad variations that look
great across these contexts.
First, you'll enter a final URL.
Next comes images, which are a critical piece
of your creatives to capture consumer attention
and interest.
With Discovery Campaigns, you can
upload brand logos and images.
Here are our top four tips.
Use lifestyle or inspirational images
that resonate with things your customers care about
and clearly showcase your products.
Provide a diverse range of high resolution imagery that
showcases your brand and products at their best
at least 1,200 by 628 pixels.
Overall, you should provide as many high quality text
and image assets as possible.
Upload both square and landscape images
to allow your ads to run on a variety of placements
and drive better performance.
You also don't need to reinvent the wheel.
Feel free to test creative assets that already performed
well from your other marketing campaigns
like email and social.
If they're successful in other campaigns,
they could work great with Discovery Campaigns also.
Another thing to keep in mind, don't
include call-to-action buttons in your uploaded images.
You'll add a separate interactive call-to-action
button later in the setup process
that will appear with your ad.
Images that contain call-to-action text or buttons
will be disapproved.
After uploading your images, enter
your business name, up to five headlines
and up to five descriptions.
Want a pro tip for your ad text?
Offer clear calls to action and highlight
special offers or promotions that
encourage consumers to engage.
Once your assets and messaging are in place,
you're off to the races.
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Give your campaign time to ramp up
and learn what drives the best performance
before making any changes.
Wait until your campaign has generated at least
40 conversions for our machine learning models
to learn what works best for your campaign.
Adjusting your budget or bidding goals prematurely
could interrupt this learning process.
We hope these recommendations help you set up your Discovery
Campaigns for success.
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SEAN QUADLIN: A big thanks to Tarresha for sharing those best
practices with us.
Coming up next, we have a keynote on the future of search
with our SVP of search Ben Gomes.
[VOCALIZING]
KATIE HAMILTON: After that keynote,
we'll have the YouTube experts on set
to discuss Bumper Machine.
SEAN QUADLIN: And I'm bummed.
I actually have to miss that, Katie.
I've got an assignment downstairs in the Sandbox,
so I'm trusting you to fly solo with the YouTube Bumper Machine
folks, and then I'll have my full Sandbox report for you
and all of you tomorrow on the show.
KATIE HAMILTON: I mean, If I have to, I'll fly solo.
But we really are looking forward to your Sandbox tour.
OK, we'll see the rest of you right here after the keynote.
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