# Google Marketing Live 26

https://www.youtube.com/watch?v=Op2bXu8Q4Rs

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[09:39] Mhm.
[09:48] Good morning to the thousands of you joining us from all over the world.
[09:53] I'm Dr. Maya Shankar, Google's senior director of behavioral economics.
[09:58] I'm also the host of the podcast A Slight Change of Plans and author of the New York Times best-selling book The Other Side of Change, which blends science and storytelling to help us better navigate the unexpected changes in our lives.
[10:12] I am thrilled to be hosting this year's Google Marketing Live pre-show.
[10:18] Today we are broadcasting live from the San Francisco Bay Area at Google's beautiful Bay View campus.
[10:25] If this is your first time joining us, Google Marketing Live is our biggest event of the year, packed with the latest insights and tools designed to empower you.
[10:36] Our amazing community of Google Ads practitioners.
[10:39] For the next 10 minutes, I'll be giving
[10:40] you a backstage pass for today's event, where you'll get the first look at the technology that will define the next decade of marketing.
[10:48] We aren't just talking about tools, we're talking about your competitive edge in 2026.
[10:55] We have an action-packed day of content coming up.
[10:57] Let's take a look.
[11:00] First up, immediately after this pre-show, is the big one.
[11:01] This year's Product Innovation Keynote.
[11:04] This is where we'll reveal all of our newest innovations across Google Ads and YouTube.
[11:11] And from what I've heard this year, there are some very exciting announcements that you aren't going to want to miss.
[11:18] Then, after the keynote, don't go anywhere, as we'll be celebrating our winners from this year's Google Ads Impact Awards.
[11:25] We are always blown away with the creativity that comes out of our partners every year and how they are driving real-world impact with our AI tools.
[11:36] We're closing with something brand new, a live recording of our popular Ads
[11:41] Uncoded podcast.
[11:43] Think of it as a product deep dive where our product leaders will break down some of the biggest announcements from today's keynote.
[11:50] So, that's the content, but the biggest perk of being online, you get direct access to our product experts first.
[11:58] Once again, we'll be hosting a live Q&A throughout the show with Google experts on hand to answer your most pressing questions.
[12:06] Ask them about Gemini, Search, and YouTube, whatever is on your mind.
[12:10] Alongside the Q&A, we've also added a special incentive to celebrate our Ads community.
[12:13] We're giving away 100 exclusive GML swag kits to people that submit a question.
[12:22] We're talking head-to-toe style here, people.
[12:25] We've got these classic caps, but the real MVP, this cooler tote bag, just in time for summer.
[12:34] Just submit your questions in the live Q&A to be in the running.
[12:38] It kicks off in a few minutes when the keynote begins.
[12:41] If you're currently watching on YouTube
[12:42] and want to ask a question, scan the QR code on screen now to join our main interactive event.
[12:50] As we get ready for this year's keynote, I asked one of our main stage speakers to drop in for a quick chat.
[12:54] I'm pleased to introduce the wonderful John Nicoletti, our Vice President of Google Solutions.
[13:03] Welcome, John.
[13:03] This is becoming a bit of an annual tradition, wouldn't you say?
[13:07] Definitely is.
[13:07] More than once is a tradition.
[13:08] Thanks, Maya.
[13:10] And hi, everyone.
[13:10] I heard we're expecting a record turnout this year.
[13:15] I just want to take this opportunity to say how grateful we are to you, our global community of marketers, for your incredible partnership and of course for tuning in today.
[13:23] That's right.
[13:23] You can really feel the energy today.
[13:28] Someone mentioned that this feels kind of like a festival of marketing, but I'm seeing more than just celebration here.
[13:32] I'm seeing a lot of focus.
[13:34] Right.
[13:34] And of course a great festival is all about that lineup.
[13:39] You're here because you want to see the headliners like Gemini
[13:43] and Agenda Commerce.
[13:45] My job today is to help you navigate that lineup so you know exactly which stage your business needs to be on to win in 2026.
[13:53] I see what you did there, John.
[13:55] All right, since we have a few minutes, we are going to put you in the hot seat.
[13:58] I'm sure our viewers would love to know what you're most excited about for today's keynote and what they can expect to get out of it.
[14:05] Okay, today is about giving you a specific edge in a very competitive landscape.
[14:10] The Gemini advantage is potentially the most powerful advancement in the past year, and I'm really excited to see how you can use this as your competitive advantage.
[14:20] We've heard your questions about where search is headed and how to unlock more than just reach on YouTube.
[14:27] So, we're going to show you how we're reinventing ads for AI search and driving measurable bottom-line conversions on YouTube.
[14:33] We're also going to show you how we're building the infrastructure for Agenda Commerce and bringing our best generative AI tools directly into Google Ads.
[14:45] walk you through the foundations for solid measurement and how to put agents to work for your marketing.
[14:49] We honestly couldn't do any of this without your partnership.
[14:54] It is your feedback that allows us to build that future.
[14:57] I love that.
[14:59] Everyone is always looking for that edge.
[15:02] John, given that you're on the front lines with these conversations every day, you see firsthand a lot of the cutting-edge habits that people are adopting.
[15:10] So, I have a couple of questions for you and would love to get your hot takes.
[15:14] Are you ready?
[15:15] Hot takes? I'm born ready.
[15:17] Let's go.
[15:19] Okay, I like that confidence.
[15:22] All right, question one.
[15:22] Everyone is talking about agents.
[15:24] If this isn't just hype, what impact will agentic commerce have on consumers and marketers?
[15:30] All right, well, this is definitely more than just a buzzword.
[15:31] It is a total shift that removes the friction from the consumer journey built in partnership with the industry.
[15:38] Think of it as turning curiosity into checkout.
[15:41] Take the Universal Commerce
[15:46] Protocol as an example.
[15:50] UCP establishes a common language for agents and systems to operate together across consumer surfaces, businesses, and payment providers.
[16:00] So, instead of requiring unique connections for every individual agent, UCP enables all agents to interact easily.
[16:06] Super helpful.
[16:09] Okay, here's the second question.
[16:11] For the practitioners who are watching at home, what is one habit they have that you think they should break?
[16:18] I mean, I think our practitioners are doing a pretty good job, but I guess I would say micromanaging creative.
[16:21] Look, marketers need control for brand safety and strategy, but the habit to break is trying to handcraft every single variation.
[16:31] Shift your control to the inputs and give the AI high-quality ingredients like your best images, your brand guidelines, and let Gemini assemble the perfect dish for every user at scale.
[16:46] All right, final question, John.
[16:48] YouTube, is it still a video site or something else?
[16:52] Um that might be a trick question.
[16:54] It is the world's most powerful demand engine.
[16:56] I said it.
[16:59] We are seeing a total convergence of entertainment and commerce.
[17:02] If you aren't thinking about how to drive performance on YouTube and measure its impact in 2026, you're reading an outdated playbook.
[17:10] You know, John, we talk a lot about being AI-first, but for the person sitting at their desk in New York or Mexico City.
[17:18] What does Google's AI leadership actually mean for their daily workflow?
[17:23] It means confidence and it means ROI.
[17:26] We're not just throwing features at the wall here.
[17:27] We're building an integrated system where your data, your creative, and our models work as one.
[17:35] We want to be the force multiplier of your performance, not just another tool in your kit.
[17:41] John, thanks so much for stopping by for a fascinating conversation.
[17:45] I know you're needed backstage, so I'm going to let you go, but I just wanted to say
[17:48] thank you.
[17:50] Maya, thank you for having me.
[17:52] You truly are a pro, and I hope we can do this again next year.
[17:54] It's a tradition.
[17:57] All right, we are now just minutes away from the start of the show.
[17:59] For anyone that just joined, let me recap our agenda for today.
[18:05] We'll kick off with our big moment, the product innovation keynote, followed by a post-show where we'll recap the keynote and celebrate our winners of the Google Ads Impact Awards.
[18:17] And finally, we'll close with a new live episode of our popular Ads Decoded podcast exclusively for our online audience.
[18:24] So, make sure you stick around for that.
[18:27] And in case you missed it earlier, our live Q&A starts as soon as the keynote kicks off.
[18:33] So, get your questions ready for our product experts and be in the running to win a GML swag kit.
[18:38] And a quick reminder, if you're currently watching on YouTube and want to ask a question, scan the QR code on screen now to join our interactive event.
[18:47] Before we head to the main stage,
[18:49] We have a quick surprise for you.
[18:51] We're now going to go backstage live with our Chief Business Officer, Philipp Schindler, just seconds before he walks out to open the show.
[19:00] Thank you so much for tuning in today.
[19:02] I'm [music] Maya Shankar, and this was the Google Marketing Live pre-show.
[19:11] Hello everyone.
[19:14] Phillip Schindler here.
[19:17] We are backstage at Google Marketing Live and the show is about to start and I just wanted to say hello and thank you for tuning in.
[19:26] We have so much to show you.
[19:28] The latest innovations in ad gen tech technology, new ad formats for the AI area of search, new ways to drive conversions on YouTube, new ways to build creative assets that work at scale at the pace of your business and a new playbook for measurement.
[19:44] So, no matter what kind of business you're in, we have something to help you drive growth.
[19:49] All right, I got to go.
[19:49] It's showtime.
[19:49] See
[19:52] You out there.
[20:07] Today's consumers want it all.
[20:52] No compromises.
[20:58] You can be the answer they're looking for.
[21:10] Q audio just changed the vinyl game.
[21:14] Not just a great answer, the perfect answer.
[21:20] And your ads performance shouldn't compromise either.
[21:27] Thanks for watching and I'll catch you guys in the next one.
[21:30] So don't wait for demand, create it, capture it, convert it.
[21:52] Please welcome Philipp Schindler.
[21:58] Hello and welcome to the 13th annual Google Marketing Live.
[22:06] Yo.
[22:12] We are here at our Bay View campus in Mountain View and this is without question our most global GML ever.
[22:20] We are live streaming around the world.
[22:25] People from more than 100 countries are tuning in.
[22:29] GML in EMEA is happening right now in Dublin and coming up this summer GML will hit 13 more cities across APAC.
[22:37] It's such an exciting time for our industry.
[22:41] Now, history used to be a reliable guide for the future, but not anymore.
[22:52] In this moment of rapid technological advancement, we have to start looking at the rate of change to see what's truly coming.
[22:54] And the current rate is simply
[22:56] mind-blowing.
[22:59] I'm not exaggerating when I say we have made a decades worth of innovation in the last year alone.
[23:05] Remember how a year ago generating images of video was a hit or miss.
[23:11] And today our generative media models like VEO, Nano Banana, and Genie are able to create incredibly realistic images, videos, and interactive simulations while maintaining state consistency when required.
[23:26] As a fun example, let's take another look at this year's intro video.
[23:30] Compare it to last year's video.
[23:35] The leap is mind-blowing and by the way, if any skate brands are watching, I'm available for sponsorships.
[23:42] And the best part, by the way, is no Phillips were harmed in the production and making of this video.
[23:48] So, look, it would not have been possible to create this even a few years ago because it was made with Gemini Omni, which was just announced at I/O I/O yesterday.
[23:59] Omni combines Gemini's reasoning with
[24:02] the best of generative media models.
[24:05] We're starting with this video, but over
[24:07] time Omni will be able to generate any
[24:10] output from any input. And one of the
[24:12] big questions researchers have had is
[24:15] whether or not these models could really
[24:17] understand physics.
[24:19] Are they just pattern matching or are
[24:20] they capable of comprehending the
[24:22] physical world and generating outputs
[24:25] that reflect reality?
[24:28] With Omni, we're starting to see this
[24:30] might actually be possible. Look at
[24:33] this. The physics of this are
[24:36] extraordinarily difficult to simulate.
[24:39] Gemini Omni Flash is available today in
[24:42] Gemini app, Google Flow, and YouTube
[24:45] Shorts and will come to ads this summer.
[24:48] It's clear these models are going to
[24:50] change the game for advertising. Not
[24:52] only in terms of creative generation,
[24:54] but also in terms of getting things
[24:56] done. A year ago, agents started
[24:59] becoming a huge buzzword, but
[25:00] truthfully, they weren't actually all
[25:03] that useful yet.
[25:05] What a difference a year makes.
[25:09] AI has moved from chat to act. It is an
[25:12] active partner that can plan, execute,
[25:15] and optimize complex workflows under
[25:18] your supervision. We are now firmly in
[25:21] our agentic Gemini era.
[25:23] All of this is driven by the first model
[25:26] in our newest model series, Gemini 3.5
[25:29] Flash. This is a very capable model at
[25:32] the frontier and comparable to the best
[25:35] models, but it's still very, very fast.
[25:39] When looking at output tokens per
[25:41] second, it is four times faster than
[25:43] other frontier models.
[25:45] The magic happens when you pair this
[25:47] model with Google Antigravity. This is
[25:50] our AI-powered agent-first development
[25:52] platform, and it unlocks agentic coding
[25:55] at scale.
[25:56] Antigravity has radically transformed
[25:59] our own engineering velocity.
[26:01] It's accelerating major app product
[26:03] rollouts from quarters to mere months,
[26:06] and we're deploying autonomous agents to
[26:09] turn your real-time feedback into code
[26:12] updates.
[26:14] Developers have been operating in this
[26:15] world for a while, but we want to bring
[26:17] agents to everyone. We're rolling out
[26:21] Gemini Spark right in the Gemini app.
[26:25] This is the first experience you're
[26:27] seeing made possible by 3.5 models and
[26:30] Antigravity. Spark is a 24/7 personal AI
[26:34] agent that helps you navigate your
[26:36] digital life.
[26:38] It takes action on your behalf under
[26:40] your direction. Gemini Spark connects
[26:44] the dots
[26:45] across your digital world to check off
[26:47] tasks in your everyday life and at work.
[26:51] Small businesses can teach Spark custom
[26:54] skills using plain language. For
[26:56] example, you can train it to monitor
[26:59] Gmail for high-quality customer
[27:01] inquiries and have the agent take the
[27:03] next step for you.
[27:05] For enterprise customers, you can use
[27:07] Spark to automate highly complex,
[27:09] multi-step workflows.
[27:11] You could have Spark pull and analyze
[27:12] consumer insights from multiple sources,
[27:14] build and deploy creative across all
[27:16] your channels, measure impact, and send
[27:19] your reports.
[27:20] Our latest AI models bring us one step
[27:23] closer to true, real-time, outcome-based
[27:26] marketing.
[27:28] You handle the strategy and define your
[27:30] goals. AI handles the optimization.
[27:33] In milliseconds, you get insights that
[27:36] talk to your creative. Your creative
[27:39] talks to your media bidding.
[27:41] And your media talks back to your
[27:43] measurement, and measurement can feed
[27:45] the whole system back as it learns.
[27:48] This was once a distant goal, but you
[27:51] will see how we're making huge strides
[27:53] towards this reality.
[27:55] Today, you're going to see how you can
[27:57] use agents across our ads platforms to
[28:00] help you with campaign optimization,
[28:01] asset creation, and measurement.
[28:04] But of all the incredible innovations
[28:06] you will see today, the biggest
[28:08] opportunity for your business is the AI
[28:10] transformation of search.
[28:13] AI is the best thing that has ever
[28:16] happened to search.
[28:18] It gives search superpowers.
[28:20] Let me ask you a question.
[28:22] Which product is bringing the benefits
[28:24] of gen AI to more people than any other
[28:27] product in the world?
[28:30] Yes, it is Google Search. We have been
[28:34] on a journey to bring together the best
[28:36] of a search engine with the best of AI.
[28:39] We started this massive transformation
[28:41] when we introduced AI overviews 2 years
[28:44] ago.
[28:45] It now has more than 2.5 billion monthly
[28:48] active users. And believe it or not, it
[28:51] was just a year ago that we introduced
[28:54] AI mode, which allowed you to have a
[28:56] back-and-forth conversation with Search
[28:58] directly.
[28:59] It's already surpassed more than a
[29:01] billion monthly users. And we're seeing
[29:05] phenomenal growth. Searches in AI mode
[29:07] have been doubling every quarter since
[29:10] launch. It's our most powerful AI
[29:12] search, bringing in our most advanced
[29:15] Gemini models. And as of yesterday, we
[29:18] upgraded it on Gemini 3.5.
[29:21] By the way, pretty cool to ship our
[29:23] latest model and launch it in our
[29:24] biggest product the same day.
[29:28] Okay.
[29:29] To reflect the new reality of how people
[29:31] are searching today, we're making the
[29:33] biggest update to the iconic search box
[29:36] in 25 years.
[29:37] It now expands so you can fully describe
[29:40] what you need, and it gives you easy
[29:42] access to all the modalities so you can
[29:44] search with text, images, and video.
[29:47] We're also bringing AI overviews and AI
[29:50] mode into one seamless AI search
[29:53] experience. So, you can flow
[29:54] effortlessly from your question to your
[29:56] response to the follow-ups.
[29:59] Search is also getting more
[30:00] personalized. Earlier this year, we
[30:03] introduced personal intelligence in AI
[30:05] mode. You can now opt in to securely
[30:08] connect your Google apps like Gmail,
[30:10] Photos, and soon Calendar.
[30:13] It's much easier to find things to do
[30:15] during a layover when it knows where you
[30:17] are, how much time you have, and what
[30:20] you actually like to do.
[30:22] And finally, Search doesn't just help to
[30:24] find information, it gets things done
[30:28] for you. It's already helping you make
[30:30] reservations and buy tickets, and coming
[30:33] soon,
[30:34] personalized information agents working
[30:37] for you 24/7 to find you exactly what
[30:40] you need at exactly the right moment and
[30:43] help you take action.
[30:45] For example, if you're apartment
[30:47] hunting,
[30:48] just do a brain dump of what you want
[30:50] and search will continuously scan the
[30:52] web for you. Or say you want to know
[30:55] when your favorite athlete announces new
[30:57] sneaker drops, search will monitor
[30:59] everything for you from blogs to our
[31:01] shopping graphs, you do not miss it.
[31:04] All these innovations are completely
[31:07] changing the way people search and
[31:09] discover.
[31:10] After decades of searching in fragments
[31:13] or simple keywords,
[31:14] suddenly
[31:16] we can ask anything in our natural
[31:19] language,
[31:20] in a conversation, and increasingly
[31:22] through voice, photos, or even live
[31:24] video.
[31:26] As people have learned how much more
[31:27] search can do, well, they've started
[31:30] bringing more questions. So much so that
[31:32] last quarter, we saw search queries
[31:35] reach an all-time high.
[31:38] Look at this search here.
[31:40] A year ago, you wouldn't have dreamed of
[31:42] attempting a search like this.
[31:44] Now, it's becoming habit.
[31:47] How many would searches would this have
[31:49] taken before? 10? 20?
[31:52] More? And maybe after all that, you
[31:54] still might not have found what you
[31:56] need. Now, it's one super search
[32:00] or a conversation.
[32:02] And that's why AI mode searches are on
[32:04] average three times as long as
[32:07] traditional searches. And people are
[32:09] using search earlier in their discovery
[32:11] journey. Searches with terms like "ideas
[32:14] for", "where should I", and "which" in
[32:18] in the sense of which something should I
[32:19] buy, are growing.
[32:22] Brainstorming searches are growing 30%
[32:24] faster than AI mode searches overall.
[32:28] So, it's time to acknowledge a fact.
[32:31] Google Search is AI search through and
[32:34] through.
[32:36] So, what does this mean for you as a
[32:37] marketer? First,
[32:39] longer and more conversational searches
[32:42] mean richer signals of intent for us to
[32:44] better match
[32:45] what you offer with what people are
[32:47] looking for.
[32:48] And more personalized and agentic search
[32:50] means a quicker path for your customers
[32:53] from discovery to decision.
[32:56] And this means you can't think in terms
[32:58] of simple keywords anymore, and you
[33:00] definitely can't manually choose them.
[33:03] And why would you? Just let the best AI
[33:06] do it for you.
[33:08] We designed AI Max for Search for
[33:10] exactly these reasons.
[33:12] It helps you show up in these specific
[33:14] nuanced queries and take advantage of
[33:17] the new ads formats you will see today.
[33:20] We introduced AI Max at GML last year,
[33:22] you remember, and now it's out of beta
[33:25] and available globally. And those of you
[33:28] who are already using it know it's
[33:30] working hard, driving 27% more
[33:33] conversions compared to manual
[33:36] campaigns.
[33:37] Search is already the leader in driving
[33:39] ROI for your business. You know we love
[33:43] numbers at Google. We truly love
[33:45] numbers. On average, at scale, for every
[33:48] $1 you spend on Google Search globally,
[33:51] you get an incremental $6 back.
[33:54] Not bad, right?
[33:57] Okay. Yeah.
[33:58] So, what's the best thing to pair with
[34:00] Google Search to get even better
[34:02] returns?
[34:04] It's YouTube, of course. Now, I don't
[34:07] need to tell you what a powerhouse
[34:08] YouTube is in terms of reach and
[34:10] relevant relevance. YouTube now reaches
[34:12] more than 90% of US adults, and this
[34:16] didn't happen by accident. For more than
[34:19] two decades, we focused on staying one
[34:21] step ahead of how the world watches.
[34:24] Years ago, we predicted that people
[34:26] would want to watch YouTube on the
[34:28] biggest screen in their home, so we
[34:30] invested in the TV watching experience.
[34:33] And today, YouTube is number one in
[34:35] streaming watch time and has been for 3
[34:38] years, beating out Netflix, Amazon Prime
[34:41] Video, and all of Disney.
[34:43] Surprisingly, viewers come to the
[34:45] biggest screen in the home for the
[34:47] shortest format of all.
[34:49] Over 2 billion shorts are watched in the
[34:52] living room each month. YouTube is the
[34:55] only platform where people can be part
[34:57] of the biggest cultural moments, from
[35:00] the Artemis 2 launch to Coachella and
[35:02] sporting events like the MLB, NBA, and
[35:05] the World Cup, and of course, our very
[35:07] own GML. Yeah.
[35:09] Working on this one.
[35:11] >> [laughter]
[35:11] >> It's all the creator-led conversations
[35:15] happening
[35:16] around them. Just to give you an
[35:19] example, there were more than 3 billion
[35:22] views of Oscar-related videos in the
[35:24] last year.
[35:26] And by the way, the Oscars are moving to
[35:28] YouTube in 2029.
[35:33] >> [applause]
[35:35] >> Yes, I can see you like this.
[35:37] How about GML 2029 in Hollywood? Huh?
[35:40] Hanging with the stars? That would be
[35:42] cool.
[35:43] Well, let me tell you a not-so-secret
[35:46] secret.
[35:47] No need to go to Hollywood to meet the
[35:49] stars because we all know YouTube is the
[35:52] home of the creators and they are the
[35:54] real stars.
[35:56] People rank YouTube the number one
[35:59] platform for creator content and that's
[36:01] because YouTube creators aren't just
[36:03] making content to capture fleeting
[36:05] moments of interest, they're building
[36:07] lasting connections and loyalty with
[36:09] communities of fans.
[36:12] YouTube is also the number one most
[36:14] trusted platform for creator content
[36:17] about products or services. When a
[36:19] YouTube creator talks about your
[36:21] product, viewers are 13 times more
[36:24] likely to search for your brand and five
[36:27] times more likely to buy.
[36:29] These are real results, not just
[36:32] engagement metrics.
[36:33] With YouTube, you can build brands and
[36:35] drive business results across the entire
[36:38] journey, and this is the power of
[36:41] YouTube. And we're taking that
[36:43] performance to the next level with Ask
[36:45] YouTube.
[36:46] This will make it an even more powerful
[36:48] engine for discovery and purchase
[36:50] decisions.
[36:52] People search on YouTube billions of
[36:54] times a day, and now finding the perfect
[36:56] answer is no longer just a search, it's
[36:58] a conversation. Let's say you want to
[37:01] teach your 3-year-old how to ride a
[37:03] pedal bike and they already know how to
[37:04] ride a balance bike, you can just type
[37:06] that all in and click Ask YouTube. It
[37:10] surfaces the most relevant videos, and
[37:13] you can follow up with questions.
[37:15] This is the same profound shift that
[37:17] search has been going through, and it's
[37:18] going to have a similar impact of how
[37:20] people use YouTube.
[37:22] By making it easier to find information,
[37:24] people will spend more time searching
[37:26] and discovering on YouTube. We're
[37:29] starting to test Ask YouTube now, and it
[37:31] will roll out broadly in the US this
[37:33] summer.
[37:35] Today,
[37:36] we will show you exactly how to tap into
[37:39] trust, media's most valuable currency.
[37:42] Partner with creators to unlock huge ROI
[37:45] and leverage the most advanced AI in the
[37:48] world to drive results like never
[37:50] before.
[37:52] We're going to go deep on demand gen.
[37:55] It's got a huge upgrade with our latest
[37:57] Gemini models, taking the strongest
[37:59] signals of intent we have across the
[38:01] entire Google ecosystem
[38:03] to get your brand in front of customers.
[38:06] So, for everyone here who knows they
[38:08] could be doing more with YouTube to
[38:09] boost your performance, today is for
[38:12] you, and we're going to show you why
[38:15] YouTube delivers more than double the
[38:16] long-term ROAS of linear TV, paid
[38:19] social, and streaming platforms.
[38:23] So, let's look at the power of these
[38:25] platforms together across the consumer
[38:27] journey.
[38:29] Google and YouTube are present in 82% of
[38:32] all journeys where products or brands
[38:35] are discovered.
[38:36] Some of our competitors will claim
[38:39] that discovery only happens on their
[38:40] social feeds, which frankly is a lovely
[38:43] story for their sales pitch, but
[38:45] unfortunately for them, we brought the
[38:47] data.
[38:48] In 89% of purchase journeys, people use
[38:51] Google and YouTube before the largest
[38:53] social media platform, or they skip that
[38:56] social platform entirely. So, please,
[38:59] please, please check the data carefully.
[39:02] Social platforms are often just
[39:04] capturing intent that started on Google
[39:06] and selling it back to you as discovery.
[39:09] Nothing compares to the performance you
[39:12] get from Google and YouTube together.
[39:16] On this stage a year ago, we told you we
[39:19] drove 21% higher ROAS versus all other
[39:23] media.
[39:24] Our latest MMM study with TransUnion
[39:26] shows it has gone up by 40%
[39:29] 40 40%. This
[39:32] is the Gemini advantage and it is your
[39:35] business advantage.
[39:37] We are able to move faster than anyone
[39:39] else because we own the full AI stack.
[39:42] We don't rent our intelligence. We build
[39:45] the entire engine from the chips to the
[39:47] research to the models to the ad
[39:48] platform all built on a secure
[39:51] foundation, and this is what gives us a
[39:53] direct pipeline from our labs to your
[39:57] business results.
[39:58] To drive this even more, we're making
[40:00] the most ambitious capital investment in
[40:02] our history.
[40:04] In 2022,
[40:06] we were investing 31 billion in CapEx.
[40:09] This year, we're on track to
[40:11] approximately 6X that investment to a
[40:14] stunning 180 to 190 billion US dollars.
[40:19] This level of investment is how we stay
[40:22] at the frontier. And it's also a big
[40:24] reason why we are the best partner for
[40:26] you in this new world. We're quite
[40:27] literally investing in your success.
[40:32] We believe our full stack approach and
[40:34] our foundation models will drive even
[40:36] stronger results for you.
[40:38] No other advertising platform has
[40:41] anything like it, not even close.
[40:45] I want to leave you with a fascinating
[40:48] economic theory you have probably heard
[40:50] about called Jevons paradox.
[40:52] It goes like this.
[40:53] When technology makes a resource more
[40:55] efficient, we don't do less, we do
[40:57] vastly, exponentially more. And we're
[41:00] seeing this at play everywhere. As AI
[41:04] makes it more efficient to find what you
[41:05] want in Google search, you search more.
[41:08] When it becomes easier to build
[41:09] high-performing creative,
[41:11] you create more.
[41:12] When you can gather insights more
[41:14] effectively, you optimize more. And when
[41:17] marketing delivers more, you market
[41:20] more,
[41:20] >> [clears throat]
[41:20] >> reach more customers, open more markets,
[41:24] drive more growth.
[41:26] In the spirit of Daft Punk today, we're
[41:28] going to show you how we're putting the
[41:30] Gemini advantage in your hands.
[41:34] Harder working ads formats,
[41:36] better insights and measurement,
[41:38] faster ways to build creative, stronger
[41:42] AI integration.
[41:44] And one more time, a huge thank you for
[41:47] your trust in us
[41:49] and for your partnership. And to show
[41:51] you exactly what we're building for you,
[41:53] next up is the leader of Google's ads
[41:55] and commerce teams, my dear friend and
[41:57] colleague Vedia.
[41:59] Thank you.
[42:00] >> [applause]
[42:05] [cheering]
[42:08] [music]
[42:11] >> Hello everyone. Well, thank you so much
[42:14] for joining us at GML today. [music]
[42:16] Um we hope you're enjoying the festival
[42:19] vibes we have this year. Yes?
[42:23] Listen, we'll do anything it takes to
[42:25] make a show on digital ads a little more
[42:27] entertaining.
[42:28] Although this year I have to say the
[42:30] innovation really does speak for itself.
[42:34] So today you will see all the ways in
[42:36] which we're applying the power of Gemini
[42:38] to serve your business.
[42:40] We really know the pressure that you're
[42:42] under to deliver
[42:44] and we know the growth that all of you
[42:46] need to drive. So we're going to show
[42:47] you how we're addressing what you need.
[42:51] You asked us where search is headed.
[42:54] We're going to show you how to win in
[42:56] this new landscape.
[42:58] Now we're not just bringing ads to AI
[43:00] search experiences.
[43:02] We are reinventing what an ad is in this
[43:05] context.
[43:06] You asked us about the promise of agent
[43:08] e-commerce.
[43:10] We're going to show you how we're
[43:11] building the infrastructure to power the
[43:14] future of online sales, not in a vacuum,
[43:17] but with the industry.
[43:19] You asked us how to unlock performance
[43:21] on YouTube. We're going to show you how
[43:24] to use the platform for more than just
[43:27] reach.
[43:28] We'll show you how to drive demand and
[43:30] measurable bottom line conversions.
[43:34] You asked us to help building creative
[43:36] at scale. We're going to show you how
[43:39] we're bringing our best generative AI
[43:41] tools to Google Ads.
[43:43] So every business can create
[43:45] high-performing ads in every format.
[43:49] And you asked us how to use data to make
[43:51] better investment decisions.
[43:54] We're going to walk you through the
[43:55] foundations for solid measurement.
[43:58] And finally, you've been asking us to
[44:01] reduce the burden of execution and help
[44:03] you get the best possible results across
[44:06] all of our ads platforms. So, we're
[44:08] going to show you what a difference
[44:10] agents can make in this space.
[44:13] We have the engine in service of your
[44:15] ambition, and today it's really about
[44:18] putting the two together.
[44:20] So, I'm going to I'm just going to cover
[44:22] search and agent e-commerce, and my team
[44:25] will cover the rest. So, let's start
[44:26] with search.
[44:28] Now, if you look at a search, it really
[44:31] all comes down to human curiosity.
[44:34] For decades, search gave you the world's
[44:37] information at your fingertips, and
[44:39] really just helped you understand the
[44:41] world better.
[44:43] But, it's also true that when it came to
[44:45] making a choice or solving a problem or
[44:48] buying exactly what you need, it came
[44:51] with a tax. We called it research, but
[44:54] it was still work.
[44:55] 15 open tabs, cross-referencing reviews,
[44:59] many, many videos to watch, comparing
[45:01] [snorts] prices, all of this while
[45:04] dealing with the lingering fear that you
[45:06] might be making the wrong choice.
[45:09] This gap between wanting to do something
[45:12] and actually doing it was full of
[45:14] friction.
[45:16] But, now something really new is taking
[45:19] shape.
[45:20] The age-old trade-off between making a
[45:22] smart decision and a fast decision
[45:25] doesn't really hold up anymore.
[45:27] Because with Google search, deep,
[45:29] thoughtful, and personalized research is
[45:32] now possible at the speed of impulse.
[45:35] I'm going to give you an give you an
[45:36] example. So, I really enjoy hiking, but
[45:39] sometimes my schedule just doesn't
[45:41] cooperate. One of my friends raves about
[45:44] her walking pad.
[45:46] So, I search. I'm looking for a walking
[45:49] pad for my home office. I love hiking. I
[45:52] want it to be reliable and quiet. What
[45:54] are the best options for me?
[45:57] It gives me personalized recommendations
[45:59] that fit all of my criteria with links
[46:02] to learn more.
[46:04] A simple table lays out my top options.
[46:07] The heavy research is done
[46:09] and I really trust what I'm seeing.
[46:12] That's why I can make the right decision
[46:14] faster than ever.
[46:16] In fact, 75% of people agree that they
[46:19] make faster, more confident decisions
[46:21] when they use AI overviews and AI mode.
[46:25] So, by the time they visit your site,
[46:28] they're really ready to buy.
[46:30] But of course, the billion-dollar
[46:32] question is
[46:33] how can I best show up in AI search?
[46:37] So, let's just go back to my walking
[46:39] path search and talk about what it takes
[46:41] to show up in the organic results.
[46:45] Look at the pages Google Search is
[46:46] highlighting and you'll see a pattern.
[46:49] Expertise
[46:51] and experience.
[46:52] In this case, Search is citing reviews,
[46:55] articles, and videos. It even brings in
[46:58] real user perspectives.
[47:00] And because our features make use of our
[47:02] core ranking systems, our SEO best
[47:05] practices are just as important as they
[47:08] have ever been.
[47:10] So, our guidance to you is this.
[47:12] First, lead with what your brand can
[47:15] uniquely say.
[47:17] Be specific. Stay away from generic
[47:20] commodity information. You want really
[47:22] one-of-a-kind content.
[47:24] Share those reviews. Share the
[47:26] first-hand experiences or expert takes
[47:28] that only you can provide.
[47:31] Next, just focus on the most helpful
[47:33] content for your customers because
[47:35] that's really what our systems reward.
[47:37] Do not try to write for bots.
[47:40] And think beyond text. People really
[47:42] appreciate finding relevant images and
[47:44] videos.
[47:46] Generative AI search pulls all of this
[47:48] content right into the results.
[47:52] And finally, get your website ready for
[47:54] users, systems, and agents.
[47:57] Your content needs to be
[47:58] well-structured, accessible, and easy to
[48:01] navigate. And make sure your product and
[48:03] business listings are accurate in places
[48:06] like the Merchant Center as well as
[48:08] Google Business Profiles.
[48:11] Now, of Of course, the other way you can
[48:13] get discovered is with ads.
[48:16] And just as search is becoming more
[48:18] intelligent, helpful, and agentic,
[48:21] so are the ads.
[48:24] Now, you can ask Google anything.
[48:26] So, the best ads must be answers.
[48:31] Look, the only way you can win in this
[48:33] age of AI is with AI.
[48:36] These long, complex queries were
[48:39] previously super hard to match with ads.
[48:41] That is not the case anymore.
[48:43] AI Max for Search and PMax are unlocking
[48:47] billions of net new searches.
[48:50] Advertisers are already seeing great
[48:52] results.
[48:53] With AI Max, Lufthansa Group saw a 24%
[48:57] increase in the return on ad spend, and
[48:59] IKEA saw a 65% lift in non-branded
[49:03] clicks on Google, along with a 28% boost
[49:06] in incremental ROAS.
[49:10] Today, we are excited to introduce a new
[49:13] generation of ad formats for search in
[49:16] the AI era.
[49:18] These ads bridge inspiration and action,
[49:22] enabling you to show up in the moments
[49:25] that matter most. So, let's take a peek
[49:27] at the future of ads, and to help me
[49:30] out, I'll bring Sylvanus to the stage.
[49:35] >> [music]
[49:41] >> Hello, Sylvanus. Thank you for being
[49:43] here. Hey, it's great to be back. Okay.
[49:46] Yes.
[49:48] >> [laughter]
[49:48] >> Yeah, happy to have you back. Okay,
[49:50] everyone, this is an exclusive first
[49:52] look at what we've been building. So,
[49:54] let's get started with a really new
[49:56] powerful format in AI mode. Let's do it.
[50:00] Okay, so I'm always looking for ways to
[50:02] make my space more relaxing. So, let's
[50:04] say I search, I'm trying to make my home
[50:07] smell like those fancy spas or rainy
[50:09] forest. What are some low-maintenance
[50:11] ways to make my home smell amazing?
[50:13] And check it out. AI mode is going to
[50:16] give me tips on how to keep my home
[50:17] fresh.
[50:18] It's also comparing scent profiles.
[50:21] And then, I see an ad for Pura.
[50:24] Now, I hadn't considered a smart
[50:26] diffuser, and I don't know this brand
[50:27] well, but it fits this calming vibe I'm
[50:30] seeking.
[50:31] First off, I really like how it looks.
[50:33] But tell me, what really made you want
[50:35] to buy this?
[50:36] Well, it's a high-quality answer that
[50:38] explains exactly why the diffuser solves
[50:41] my problem. It runs automatically on a
[50:43] schedule, and it has a big library of
[50:45] scents to choose from. So, that's what
[50:47] won me over, especially because I wasn't
[50:49] familiar with this brand.
[50:51] And you can't really do this without AI
[50:53] Max. It's using Gemini to give you this
[50:56] natural human answer based on Pura's
[50:59] assets and brand guidelines. Okay, let's
[51:02] talk about direct offers.
[51:05] These are incredibly powerful because
[51:07] they give your high-intent customers
[51:10] something exclusive right at the moment
[51:12] they are ready to buy.
[51:14] And we are bringing them into AI mode as
[51:16] a seamless part of the conversation. Can
[51:19] we show them one? You got it. Okay, so
[51:21] summer's almost here, and I have family
[51:23] coming to stay with us. So, I might do a
[51:25] search like, I'm setting up my guest
[51:27] bedroom. What are some things I can get
[51:29] to make my guests feel comfortable?
[51:32] Okay, I'm going to get some really great
[51:34] recommendations here, starting with this
[51:37] high-quality bedding. Makes sense,
[51:39] right?
[51:41] And then, Google matches that with an
[51:42] ad, a couple products from Wayfair. And
[51:45] look, I can get a discount if I buy both
[51:48] the duvet set and the matching sheets.
[51:50] That looks pretty good to me. I agree.
[51:53] Uh and also, direct offers can be many
[51:56] different things. It could be discounts,
[51:57] it could be local coupons, custom deals.
[52:00] You just provide the products that you
[52:02] want to include and the promotional
[52:03] rules, and then Gemini will dynamically
[52:06] create just the perfect offer.
[52:08] Also, direct offers are not just for
[52:11] retail.
[52:12] Hotel advertisers will also be able to
[52:15] run run them.
[52:16] Okay. Now, let's look at some AI-powered
[52:19] shopping ads. Okay. So, some of my
[52:21] family coming to visit, they're big
[52:23] coffee drinkers, and I need to get a
[52:25] better coffee setup for them. Let's say
[52:27] I do a search like, I need a compact
[52:30] espresso pod machine that can fit my
[52:32] small countertop, and I need to be able
[52:34] to make both espresso and iced coffee.
[52:37] Okay? Let's check it out.
[52:40] Now, these are shopping ads, but with a
[52:42] major Gemini glow up. The text at the
[52:45] top helps me understand things I should
[52:47] be thinking about, like different
[52:49] settings for different drinks. And And
[52:51] by the way, I'm totally team iced
[52:53] coffee.
[52:54] Well, I love that for you, but you will
[52:55] not believe how hot I drink my coffee.
[52:59] Uh but that's why we personalize ads.
[53:01] These ads have been curated for you with
[53:04] key product features written in helpful,
[53:06] human language.
[53:08] And again, you can only get them in PMax
[53:10] as well as AI Max for shopping
[53:12] campaigns. All right, let's do a few
[53:14] more. Okay. Let's show them business
[53:16] agent for leads. Now, this is an agentic
[53:19] ad that helps you capture leads.
[53:21] Here's a search for, what are some top
[53:23] colleges for business and tech on the
[53:25] West Coast?
[53:27] Okay, so here we see an ad for Rainier
[53:30] Business School, and with an option to
[53:32] ask a question inside the ad. What do
[53:34] you ask? How about, how is Rainier using
[53:37] AI in the classroom? Yep.
[53:40] Okay, I see the response, which is
[53:41] informed by what's on the advertiser's
[53:43] website, with an option to talk to the
[53:45] admissions department.
[53:48] And then, the form is pre-filled with
[53:50] all of my information, and now I'm a
[53:52] much more qualified lead.
[53:55] Now, we're testing this format for
[53:57] education, automotive, as well as real
[53:59] estate. And these are also exclusive to
[54:01] AI Max and Performance Max campaigns.
[54:04] Are you picking a pattern here, maybe?
[54:06] Yes, and there's more. Okay, let me show
[54:09] you two more new ad formats coming to AI
[54:11] mode. They make your brand a great
[54:13] answer, and make it really easy to buy.
[54:16] So, what I love about this first one is
[54:18] how naturally the brand fits into the
[54:20] conversation. It's clearly labeled as an
[54:23] ad, and it's just as helpful as the
[54:25] organic results.
[54:27] Now, this second one
[54:29] uh connects products recommended in AI
[54:31] mode directly to retailers who have them
[54:33] in stock.
[54:35] So, as soon as you figure out what you
[54:37] want to buy,
[54:38] the ad is right there to close the sale.
[54:41] And in all these new formats, one thing
[54:43] is clear. Your brand doesn't just show
[54:46] up, it actually answers the question.
[54:49] And as I said before, to be the best
[54:50] answer, you need to be AI ready. You
[54:53] can't choose keywords anymore. Your ads
[54:56] go from good to great when they're
[54:58] automatically tailored to the context of
[55:00] the search.
[55:01] And when they drive uh your most
[55:04] relevant landing pages. This means you
[55:06] have to really lean in to AI Max or PMax
[55:09] fully.
[55:10] Now,
[55:11] I can actually see some thought bubbles
[55:13] swamping out of your head.
[55:16] How do How How do How will I know that
[55:18] you get my brand voice just right?
[55:21] Um how can I trust that my ads actually
[55:23] look good or reach the right audience?
[55:26] So, this is why we're launching AI
[55:28] Brief.
[55:30] This is the control that you've been
[55:31] asking for. Now, think of it like giving
[55:34] an agency a creative brief with
[55:37] guidelines for your campaign.
[55:39] You can share insights, uh you can tell
[55:41] them more about the brand, the audiences
[55:44] you're trying to reach, and the
[55:45] guardrails to follow, all in
[55:47] conversational language.
[55:49] And the AI brief will interpret what you
[55:51] want and create ad guidelines.
[55:54] It gives you previews, so you can refine
[55:56] and make sure it's understanding your
[55:58] instructions properly. So, all of this
[56:00] is so important. So, how can we get
[56:03] people to remember remember to go all in
[56:05] on AM and PM Max? So, I've got an idea.
[56:08] How about we try a little jingle?
[56:10] Take take [music] take it to the max.
[56:12] Take it to the max.
[56:14] Take take take it to the max. Take it to
[56:16] the max.
[56:18] Nice. It's a little catchy.
[56:21] Now,
[56:21] >> [applause]
[56:22] >> what do you think, Vidya?
[56:23] It's cute for some age group, but moving
[56:25] [laughter] on.
[56:28] So, while these formats are all coming
[56:30] soon, your opportunity to win is right
[56:33] now. Advertisers who adopt AM and PM Max
[56:36] or PM Max see 15% more conversions at a
[56:39] similar ROAS. This performance is only
[56:42] possible if your budget allows you to
[56:44] capture all of the demand that you
[56:46] deserve.
[56:47] Everybody got that? Yes?
[56:49] >> Yep. Should we play the jingle again?
[56:53] Thank you so much, Sylvanus. Always a
[56:55] pleasure. Thanks, everyone.
[56:57] >> [applause]
[57:02] >> Okay. So, now let's talk about commerce.
[57:06] For years, we've been building the
[57:07] foundation for what comes next, a world
[57:11] of agentic commerce that works for you.
[57:13] It starts with the shopping graph. With
[57:15] over 60 billion listings, it's the
[57:18] world's most comprehensive shopping data
[57:20] set.
[57:21] And then, add to that the trust of
[57:23] YouTube and search, supercharged by
[57:25] Gemini,
[57:27] and you have an engine that understands
[57:29] intent like never before.
[57:32] Then, GPay and Wallet ensure secure and
[57:35] fast transactions.
[57:37] And for global commerce infrastructure,
[57:39] we have the scale and trust of Google
[57:41] Cloud.
[57:43] Most recently, we announced the
[57:45] Universal Commerce Protocol, or UCP.
[57:48] This is a new industry standard that we
[57:50] co-developed with an incredible group of
[57:53] founding partners.
[57:54] And we recently welcomed Amazon, Meta,
[57:58] Microsoft, Salesforce, and Stripe to
[58:01] help continue steering this open
[58:03] standard.
[58:05] This may just be the first time we all
[58:07] agree on something.
[58:10] UCP is a common language connecting
[58:13] agents and merchants effortlessly, so
[58:16] companies don't have to waste time
[58:18] building all this custom code for every
[58:20] new connection.
[58:22] UCP allows your live data, from
[58:24] inventory to account linking to loyalty
[58:27] benefits, to just flow directly to the
[58:30] customer in real time.
[58:32] This helps facilitate product discovery
[58:34] and reduces friction during key moments
[58:37] like checkout, while ensuring merchants
[58:40] retain control over their relationships
[58:44] and over their data.
[58:46] We are expanding UCP-powered experiences
[58:48] on Google beyond the US to Canada and
[58:51] Australia and the UK in the coming
[58:53] months. Now, even if you aren't located
[58:55] in one of these markets, perhaps your
[58:57] customers are, and this is an important
[58:59] export opportunity for you.
[59:02] We're also expanding UCP beyond retail
[59:05] to support the apps that you love.
[59:07] By partnering with global leaders in
[59:09] food and travel, we are co-creating new
[59:12] experiences that will reshape the future
[59:15] of these industries.
[59:17] Imagine the ease of ordering food
[59:19] delivery while on the go with Ask Maps,
[59:23] or booking your hotel in AI mode.
[59:26] So, now you see how we just assemble all
[59:29] of these components for agentic
[59:30] commerce.
[59:32] Let's take a look at what our new
[59:33] shopping experiences look like in the
[59:35] real world. For that, let's bring Shavi
[59:38] to the stage.
[59:40] >> [music]
[59:46] >> Hi, Shavi. So, I just talked about
[59:48] reimagining shopping. So, let's actually
[59:51] see how it looks.
[59:53] First up, this one's a total
[59:55] game-changer. Yesterday, we announced
[59:58] the universal cart.
[01:00:00] This is
[01:00:01] >> [cheering and applause]
[01:00:04] >> This is a truly intelligent shopping
[01:00:06] cart, and think of it as your new
[01:00:08] agentic hub for shopping on Google. It
[01:00:11] works across merchants and across Google
[01:00:13] products.
[01:00:15] You'll now be able to add things to your
[01:00:17] cart while you're browsing search or
[01:00:19] chatting with Gemini, watching YouTube,
[01:00:22] or even just reading your Gmail.
[01:00:24] And as soon as you add a product to the
[01:00:26] cart, it just goes to work for you.
[01:00:28] Exactly. Isn't that great? Here, you all
[01:00:30] can see items added from Wayfair and
[01:00:32] Nike.
[01:00:33] It tracks pricing changes. It alerts you
[01:00:35] when item is back in stock.
[01:00:37] And when you're ready, you can buy
[01:00:39] directly on Google or take the cart to
[01:00:42] the merchant website. That's right. So,
[01:00:44] just think of this as your shopping with
[01:00:46] superpowers.
[01:00:48] And it runs on Gemini models, so your
[01:00:50] cart gets even smarter as the models
[01:00:53] keep improving.
[01:00:54] It's rolling out in the US to search on
[01:00:56] the Gemini app this summer with YouTube
[01:00:59] and Gmail coming next.
[01:01:01] Shavi, can you show us something where
[01:01:03] you can actually buy something from an
[01:01:05] ad? For sure. So, UCP already powers
[01:01:08] native checkout on Google, and now we're
[01:01:10] bringing the same capability right into
[01:01:12] your ads. Let's go back to the direct
[01:01:14] offer Sylvanus found earlier, the duvet
[01:01:16] and sheets bundle. Remember that direct
[01:01:19] offer ad from Wayfair that was too good
[01:01:21] to pass up. Well, retailers who are now
[01:01:24] set up with UCP will be able to
[01:01:25] facilitate checkout directly from offers
[01:01:28] in AI mode. So, you just click buy with
[01:01:30] one-time code button in the ad. You're
[01:01:32] taken to a new screen to review the
[01:01:34] order. Notice that the discount is
[01:01:36] automatically applied, and from there
[01:01:39] you just tap pay with GPay and you're
[01:01:42] done.
[01:01:43] So, what I like about this is it allows
[01:01:45] a shopper to go directly from discovery
[01:01:48] to action in just a few clicks.
[01:01:50] This direct checkout in ads is actually
[01:01:52] a great benefit of just setting up UCP.
[01:01:55] Okay, let's do another example. This
[01:01:56] next one, it's really exciting. We're
[01:01:58] also bringing the power of UCP into
[01:02:01] YouTube.
[01:02:02] All right, so
[01:02:06] Okay, you're going to hear a lot more
[01:02:07] about how YouTube is driving
[01:02:09] performance. Ravi is just going to show
[01:02:11] us how YouTube is becoming a lot more
[01:02:13] shoppable. Yeah. So, a few weeks ago I
[01:02:15] was on YouTube and I saw this great
[01:02:17] Mother's Day ad from Etsy. What I really
[01:02:19] love about this shoppable ad is you
[01:02:21] don't just see the video ad, you see
[01:02:23] product listing in this takeover-like
[01:02:25] experience. And what's new is this nifty
[01:02:28] buy now button. When you click on it,
[01:02:30] you're taken to the branded checkout
[01:02:32] screen on YouTube. My shipping and
[01:02:34] payment information is pre-filled like
[01:02:36] usual, and once again, all I need to do
[01:02:38] is click pay with GPay and I'm done.
[01:02:41] So, this will totally change how video
[01:02:44] ads can drive conversions instantly.
[01:02:47] I know, I already get so many of my
[01:02:49] ideas on what to buy from YouTube
[01:02:50] creators. I'm worried now I can buy all
[01:02:52] of those things. YouTube on shopping is
[01:02:54] going to be my favorite kind of
[01:02:56] entertainment.
[01:02:57] I have the same issue.
[01:03:00] Thank you so much, Ravi. That was fun.
[01:03:02] Thank you, everyone.
[01:03:03] >> [applause and cheering]
[01:03:08] >> I want to leave you with this.
[01:03:10] As we redefine what's possible with
[01:03:13] search, YouTube, and commerce,
[01:03:16] the aperture for opportunity for your
[01:03:19] business only gets wider.
[01:03:22] We aren't just showing an ad, we are
[01:03:24] framing your products as the perfect
[01:03:26] answer.
[01:03:27] And with UCP and Universal Card, we're
[01:03:30] reducing the friction across the entire
[01:03:32] journey, getting your customers from
[01:03:35] discovery to decision in ways that were
[01:03:37] not possible before. We are so excited
[01:03:40] to build this future with all of you.
[01:03:42] Thank you so much.
[01:03:45] >> [applause]
[01:03:47] >> It started small. Here we are on the uh
[01:03:49] elephants. A place to tell stories and
[01:03:52] share them with the world.
[01:03:54] And then
[01:03:56] it grew.
[01:04:00] Now, if it's happening in the world I
[01:04:02] was watching curling trying to figure
[01:04:03] out why the stone spins the way it does.
[01:04:06] There we are. Oh my god, we're here.
[01:04:08] It's happening on YouTube. 100% agree.
[01:04:10] >> The Academy Awards are moving to
[01:04:12] YouTube. The original home of creators.
[01:04:15] This is the largest creator collab in
[01:04:17] history.
[01:04:19] Is this supposed to wobble this much or
[01:04:20] I'm tripping?
[01:04:22] Where trust [music]
[01:04:23] >> So these two brushes are going to come
[01:04:24] in clutch for what we're doing.
[01:04:26] >> I'm probably going to switch to this
[01:04:27] Moonstone Pixel 10 Pro as my main daily
[01:04:29] driver phone.
[01:04:30] >> Leads to purchase decisions. Your gym is
[01:04:33] so much cooler than mine.
[01:04:34] >> You don't have a gym.
[01:04:35] >> Exactly. In ways
[01:04:38] you can't do
[01:04:40] anywhere else.
[01:04:47] Guiding fans. [music]
[01:04:48] I'll wear my courage just like you did.
[01:04:50] From discovery It's not just Jimmy
[01:04:52] John's. It's James John. To [music]
[01:04:54] decision.
[01:04:57] For an audience to interact with the
[01:04:58] content you're communicating in lockstep
[01:05:01] with the brand. Ready to get started?
[01:05:07] >> [music]
[01:05:20] >> Well, hello everyone and welcome to
[01:05:22] YouTube marketing live. You see what we
[01:05:24] did there?
[01:05:24] >> it. Yeah. YouTube is number one at so
[01:05:27] many things and it is now the number one
[01:05:28] podcast platform. So, we're going to try
[01:05:31] this a little bit differently. We're
[01:05:31] going to go podcast-style inside of GML.
[01:05:35] Nikki, are you ready? Oh, yeah. All
[01:05:37] right, let's do this. And for those of
[01:05:38] you who don't know, Nikki leads our ads
[01:05:40] product organization at YouTube, which
[01:05:42] means all the performance that you've
[01:05:43] seen before and all the goodness that
[01:05:45] you're about to hear today, that comes
[01:05:46] directly from Nikki and her her team.
[01:05:48] But first,
[01:05:50] >> [clears throat]
[01:05:50] >> a word from our sponsor,
[01:05:52] which is us. Um
[01:05:54] Today's episode is brought to you by the
[01:05:56] end of compromise. Stop choosing between
[01:05:58] brand building and conversions, YouTube
[01:06:01] gives you both.
[01:06:01] >> Oh, I like it. Um
[01:06:06] Uh
[01:06:07] do we have any promo codes or Uh no,
[01:06:09] that's just a better way to work. Okay,
[01:06:11] so uh now back to our regularly
[01:06:12] scheduled program. Nikki, this is how
[01:06:14] we're going to do it. I'm going to
[01:06:16] channel all of our friends in the room
[01:06:17] and on the live stream, our marketers
[01:06:19] and our agencies, and bring the
[01:06:20] questions they want answered about
[01:06:22] YouTube, all right? So, number one, what
[01:06:24] makes YouTube the best uh performance
[01:06:26] marketing platform right now? Number
[01:06:28] two, how do they get these results that
[01:06:30] everybody's been talking about? And
[01:06:32] number three, how do we show those
[01:06:34] results in a way that the CFO is
[01:06:36] actually going to care about? Uh and
[01:06:38] given that it's GML, I'm sure you've got
[01:06:40] some exciting product announcements in
[01:06:41] there as well.
[01:06:42] >> I sure do. We've been pretty busy, so
[01:06:45] got a lot of good stuff to share. All
[01:06:46] right. So, let's jump right into it.
[01:06:48] First of all, I think a lot of marketers
[01:06:49] believe or think they know what they're
[01:06:51] getting on social platforms. The
[01:06:53] question is, is that real value or
[01:06:56] vanity metrics? So, question number one,
[01:06:58] why is YouTube the best performance
[01:07:00] marketing platform right now?
[01:07:02] I mean, I think it comes down to two
[01:07:04] things that everyone here knows are
[01:07:06] essential for driving performance,
[01:07:08] audiences and attention.
[01:07:10] >> Okay. So, let me start with audiences.
[01:07:12] Now, yes, virtually everyone in the US
[01:07:15] is on YouTube, but when we look more
[01:07:17] closely at the data, we see that YouTube
[01:07:19] reaches audiences that you can't find
[01:07:21] anywhere else. So, for example, 45% of
[01:07:24] YouTube Shorts viewers are not on
[01:07:26] TikTok. And 65% are not on Reels. Okay,
[01:07:29] so the audience is massive and it sounds
[01:07:31] like it's unique. Can we talk about
[01:07:33] attention? Yeah, I mean,
[01:07:35] I think I think attention is a really
[01:07:36] big differentiator for YouTube. Now, we
[01:07:39] spend a lot of time looking at user
[01:07:41] behavior on YouTube and it's really
[01:07:43] different from social media.
[01:07:45] So, people come to YouTube
[01:07:46] intentionally. They often start their
[01:07:48] session with a, you know, search for
[01:07:50] something specific or they're coming to
[01:07:52] watch content from a creator they love.
[01:07:54] And so, they're not just, you know,
[01:07:56] passively scrolling by, although they
[01:07:57] could, they're actively engaged. Okay,
[01:08:00] well, then that begs that question. This
[01:08:02] higher attention, what does that mean
[01:08:03] for ads? I mean, it means that they're
[01:08:05] paying more attention to the ads as
[01:08:07] well.
[01:08:08] Research shows that YouTube ads rank
[01:08:10] number one in attention compared to
[01:08:12] streaming, social and linear TV. And,
[01:08:14] you know, that informs the way that we
[01:08:16] design our products because we want to
[01:08:18] build ad formats for those engaged users
[01:08:20] so that they can lean in, learn a little
[01:08:22] more, browse the brand, browse products
[01:08:25] and, uh, you know, act on their
[01:08:26] curiosity.
[01:08:27] >> Okay, I love that. Now, what you're
[01:08:28] building is working. I'm not just saying
[01:08:30] that because we're friends. The stats
[01:08:32] behind me back it up. Your customers say
[01:08:34] that they are more likely to consider a
[01:08:36] purchase on a YouTube Shorts ad than
[01:08:38] TikTok or Reels. Okay, so that's great.
[01:08:40] So, question number one, basically, what
[01:08:42] makes YouTube the best platform for
[01:08:43] growth? I heard massive reach, uh,
[01:08:45] highest intention, including for your
[01:08:47] ads, and that leads to better purchase
[01:08:49] decisions. Nailed that. All right. So,
[01:08:51] let's get back to it. Uh, question
[01:08:53] number two, for marketers that are under
[01:08:55] pressure to drive results right now,
[01:08:57] which is literally everybody, um, how do
[01:09:00] I get the best possible performance with
[01:09:02] Demand Gen?
[01:09:04] Well, it's simple. Uh, if you want the
[01:09:06] best performance on YouTube, you need
[01:09:08] Demand Gen in your mix. Now, we look at
[01:09:10] the performance of advertisers who are
[01:09:12] just running search campaigns or only
[01:09:14] running PMax versus those who've added
[01:09:16] Demand Gen into their mix, and we see a
[01:09:18] 10% higher ROAS and 12% higher sales
[01:09:22] effectiveness. Okay, well, that is a
[01:09:24] massive lift. So, step one, just get
[01:09:26] Demand Gen in the mix. But, also, it
[01:09:28] seems like these campaigns are driving
[01:09:29] better and better performance. What's
[01:09:31] behind that? It's Gemini.
[01:09:33] The latest models have supercharged our
[01:09:35] audience targeting. So, they learn from
[01:09:37] users' behavior across search, YouTube,
[01:09:40] and Maps to deeply understand what
[01:09:42] they're interested in.
[01:09:44] Now,
[01:09:45] have you ever discovered something
[01:09:46] perfect on YouTube before you even
[01:09:47] thought to search for it? Yeah. I mean,
[01:09:49] great. That's Demand Gen at work. And
[01:09:51] the signals that we have are much better
[01:09:53] predictors of real intent than anything
[01:09:56] on social. Um, well, I mean, that makes
[01:09:59] sense. I think you If you looked at my
[01:10:00] social feed, you'd see a bunch of
[01:10:01] puppies right now. But, that doesn't
[01:10:03] mean my wife is going to let me get
[01:10:04] another one. But, I guess search,
[01:10:06] YouTube, and and Maps, that's a truer
[01:10:08] reflection of who I am, right?
[01:10:09] >> Yeah, it sure is. Now, um, first of all,
[01:10:12] I kind of want to see your feed because
[01:10:13] I also love puppies.
[01:10:14] >> that's an entirely different podcast.
[01:10:16] [laughter] So.
[01:10:17] All right. Well, I think this is
[01:10:18] something people really need to
[01:10:19] understand. Demand Gen captures billions
[01:10:22] of moments of real-world intent, not
[01:10:24] just to match, but to actually predict
[01:10:27] what customers are going to want next.
[01:10:29] And that's how you create demand.
[01:10:31] Plus, our team has made hundreds of
[01:10:33] enhancements to Demand Gen just in the
[01:10:35] second half of last year that resulted
[01:10:37] in 30% more conversions on average.
[01:10:40] >> that is massive. That is the Gemini
[01:10:42] advantage paying off. And I know that we
[01:10:44] have seen these results from many of you
[01:10:46] in the room. I'm going to give a couple
[01:10:47] examples. You know these, but for
[01:10:48] everyone else, let's start with GM.
[01:10:50] Anyone in the in the looking for a new
[01:10:52] car? This is I I heard a couple. I got
[01:10:54] one over in the corner. Thank you. Um,
[01:10:56] probably on the live stream. Now buying
[01:10:58] a car this is not an impulse buy right?
[01:11:00] This is a long-term purchase decision
[01:11:02] which means from a marketing perspective
[01:11:04] you got to capture someone early and
[01:11:06] stay with them all the way through the
[01:11:07] process. GM they use demand gen they
[01:11:10] started when someone was just thinking
[01:11:11] about it. They stayed with them all the
[01:11:13] way till they rolled that car off the
[01:11:14] lot and it worked 3 x on YouTube across
[01:11:18] their portfolio. Nice. I got more. So
[01:11:20] you like to travel? I love. Let's let's
[01:11:23] take Allianz for example different
[01:11:25] challenge similar approach. Nobody
[01:11:27] thinks about travel insurance until we
[01:11:30] need it which meant that if Allianz
[01:11:31] wanted to wait till the checkout page to
[01:11:33] introduce themselves it was way too
[01:11:35] late. So they use demand gen to catch
[01:11:37] travelers early when they were excited
[01:11:39] about planning and they made insurance a
[01:11:41] smart choice not an afterthought. Again
[01:11:43] this worked a 4% incremental lift on
[01:11:47] revenue that is massive when you think
[01:11:48] about the global scale of this company.
[01:11:50] Yes. We can share for that. I mean those
[01:11:52] are yes.
[01:11:53] >> [applause]
[01:11:55] >> Those are amazing results you know
[01:11:56] amazing for lead generation but we also
[01:11:58] know it works super well for retail. We
[01:12:01] love lead gen we love retail all right
[01:12:03] retail. I just talked about puppies. I'm
[01:12:05] going to go with Petco here. Do we have
[01:12:06] any pet parents out there?
[01:12:08] All right. Let's wake it up folks all
[01:12:10] right Petco knows that they needed
[01:12:11] [laughter] to cut through and find
[01:12:13] actual loyal pet lovers not people just
[01:12:16] chasing a one-time discount. So
[01:12:18] naturally they expanded to YouTube and
[01:12:20] the results blew past expectations.
[01:12:22] Their demand gen campaigns outperformed
[01:12:24] social benchmarks especially during
[01:12:26] Cyber Week which drove stronger row as
[01:12:28] more clicks and a lift in purchase
[01:12:31] intent. I love it. I mean those are
[01:12:33] great results more puppies for everyone
[01:12:35] right?
[01:12:35] >> Well that's the next that's the tent
[01:12:37] outside. Okay great.
[01:12:38] You know but we are always pushing
[01:12:40] ourselves to deliver more. Wait a
[01:12:42] minute. So is this the part of the show
[01:12:44] where at GML where you're going to come
[01:12:46] up with some product announcements?
[01:12:47] >> it. I mean I think that's why everyone's
[01:12:48] here right?
[01:12:51] I
[01:12:52] This is why I'm here.
[01:12:53] >> That's why I'm here, too. Let's go.
[01:12:54] [laughter]
[01:12:54] All right, just to lay some groundwork.
[01:12:56] Um, so Demand Gen is already powerful
[01:12:58] because it gets you in front of your
[01:13:00] customers on our most visual surfaces.
[01:13:03] So, for start, we have Gmail.
[01:13:05] >> I'm on that thing like 100 times a day.
[01:13:06] >> Yeah, aren't we all? Um, and then
[01:13:08] there's Discover, which just got a major
[01:13:10] upgrade uh with Gemini recently. I've
[01:13:12] been spending more time with my Discover
[01:13:14] feed. Looks great. The ads look
[01:13:15] fantastic, as well. Great. Um, and then
[01:13:18] obviously there's YouTube, but I have
[01:13:19] some big news.
[01:13:21] So, this is our first Demand Gen launch
[01:13:23] of the day.
[01:13:24] >> Okay.
[01:13:25] Now, I hear you're a drummer. So, can I
[01:13:27] maybe get like a little drum roll going
[01:13:28] before I get into it?
[01:13:30] >> You know what? I got something better.
[01:13:31] CHECK THIS OUT.
[01:13:35] NICE. YOU REALLY CAME PREPARED.
[01:13:37] >> This is a high-production show, so here
[01:13:40] we go.
[01:13:40] >> [laughter]
[01:13:41] >> Uh, so Demand Gen ads are officially
[01:13:44] expanding to Google Maps. Now,
[01:13:47] yeah, cheers.
[01:13:49] >> [applause]
[01:13:49] >> So, Maps plays a really important role
[01:13:51] in the purchase journey. This way you're
[01:13:53] reaching people who are already on a
[01:13:54] mission to buy.
[01:13:56] Yeah, I mean, that's very cool. Maps is
[01:13:57] something that I feel like is embedded
[01:13:59] in our lives and everything that we do.
[01:14:01] So, if you're putting Demand Gen ads
[01:14:03] with Maps, that's going to be a
[01:14:04] game-changer for performance.
[01:14:05] >> Yeah, it's going to supercharge ads, but
[01:14:07] wait, there's more. Okay. Go for it. I
[01:14:10] know you want to.
[01:14:11] >> OKAY.
[01:14:15] ALL RIGHT, LET'S TALK ABOUT PRODUCT
[01:14:16] FEEDS.
[01:14:16] >> Do it.
[01:14:17] >> Okay, they they make your ads more
[01:14:18] interactive, they make them more
[01:14:20] shoppable, and
[01:14:21] >> Okay. So, you YouTube is basically going
[01:14:23] to shorten the path to purchase for
[01:14:24] consumers.
[01:14:25] >> Exactly. Shortcut to checkout. So, um,
[01:14:27] for those of you that are already using
[01:14:28] product feeds, you've seen the results.
[01:14:30] They drive 33% increase in conversions.
[01:14:33] So, we're going to be expanding these
[01:14:35] product feeds to more places, like
[01:14:37] tablets. Okay. Yeah, first time coming
[01:14:40] to tablets, and we're also bringing them
[01:14:41] to pause ads starting on mobile. So,
[01:14:44] when you stop the video, you can keep on
[01:14:45] shopping. And basically, the thinking
[01:14:47] behind all these launches are we want to
[01:14:49] put your most shoppable ads where people
[01:14:51] are ready to shop. Okay, and then it's
[01:14:54] happening on every device. There's so
[01:14:55] much goodness here. We've got Google
[01:14:56] Maps, we've got product feeds in more
[01:14:58] places. What else is coming?
[01:15:01] Well, this is YouTube marketing live,
[01:15:03] right? So, we got to talk about the
[01:15:05] power of creators, right?
[01:15:08] We see that adding creator assets to
[01:15:10] demand gen campaigns increases
[01:15:11] conversion lift by an average of 20%.
[01:15:15] So, we're making it easier to discover
[01:15:16] and boost those creator assets. So, HIT
[01:15:18] IT, JOHN.
[01:15:23] SOON, WHEN YOU SET UP YOUR DEMAND GEN
[01:15:24] campaigns in Google Ads, we're going to
[01:15:26] be surfacing relevant creator
[01:15:28] partnerships that feature your brand,
[01:15:29] just like this get ready with me video
[01:15:32] that's featuring Elf products. If you
[01:15:34] like what you see, you can easily add
[01:15:35] them into your campaign. Super easy.
[01:15:37] Yeah, if you if you also happen to be
[01:15:39] part of the YouTube affiliate program,
[01:15:42] then you can take some of those
[01:15:43] affiliate partnership videos, and you
[01:15:45] can boost them. You can see which
[01:15:47] creators are driving the most sales,
[01:15:48] take those affiliate videos, and boost
[01:15:50] them directly in demand gen. I love all
[01:15:52] of that. Okay, let's talk about a brand
[01:15:53] maybe in the room or on the live stream
[01:15:55] that's putting this into action. That is
[01:15:56] Coach. Okay, Coach is a classic luxury
[01:15:59] brand that needed to win over Gen Z,
[01:16:01] which I feel like is something I'm doing
[01:16:03] every day. Uh they know they could not
[01:16:05] optimize their way to relevance just by
[01:16:07] focusing on performance. They needed a
[01:16:09] new playbook for a new generation. They
[01:16:11] turned to YouTube and demand gen
[01:16:13] creators to help. And they did it with
[01:16:15] creators like Haley Pham. I love her.
[01:16:17] Big fan, right? She's got like 4 million
[01:16:19] subscribers now. Um for authentic
[01:16:21] storytelling, and they scaled those
[01:16:22] assets with demand gen. Now, the results
[01:16:25] were massive here. Okay, a 60% increase
[01:16:27] in global top-of-mind awareness among
[01:16:29] Gen Z, a six-fold increase in
[01:16:32] consideration, and sustained growth in
[01:16:34] Gen Z acquisition. They did that all in
[01:16:36] just one quarter. But, the big takeaway
[01:16:38] here is they did not choose brand or
[01:16:41] performance. They did both. They did it
[01:16:43] on YouTube. And that is how you lead in
[01:16:46] your category. Love it. Okay, I love it,
[01:16:48] too. All right. Now, lots of goodness on
[01:16:50] Demand Gen. That brings us to our final
[01:16:52] question. All right? And this is a big
[01:16:54] one, so pay attention because this is
[01:16:56] the number one question you all ask me
[01:16:57] every day. I'm hearing more and more
[01:16:59] marketers say they think that YouTube is
[01:17:01] undervalued in the media mix. They just
[01:17:03] don't know how to prove it. So, final
[01:17:05] question, how is this paying off in a
[01:17:08] way that my CFO will care about?
[01:17:11] Okay. So, the truth is that many
[01:17:14] measurement tools are built off of this
[01:17:15] legacy concept of clicks. But,
[01:17:18] if that's the way that you're looking at
[01:17:19] your video campaigns, then you're not
[01:17:21] seeing the full value. You're not seeing
[01:17:23] what's really driving sales. So, to get
[01:17:25] that full picture of what's actually
[01:17:26] working,
[01:17:27] you have to look at measurement with
[01:17:29] three things in mind.
[01:17:31] So, what counts as a view?
[01:17:33] How to assign credit across different
[01:17:34] channels? And how to measure value over
[01:17:37] time.
[01:17:38] Now, one thing that's pretty different
[01:17:40] about YouTube, and I touched on this
[01:17:41] earlier, is that people aren't just
[01:17:42] scrolling past. They really remember
[01:17:45] that the the ads that they see. And you
[01:17:47] know, sometimes they might see the ad
[01:17:48] and buy something immediately, but more
[01:17:50] often that engaged view kicks off a
[01:17:52] journey that leads to sale a little bit
[01:17:54] later.
[01:17:55] And that's this is why we really leaned
[01:17:57] into this concept of engaged view
[01:17:59] conversions, which is the gold standard
[01:18:01] for video measurement. And for everyone,
[01:18:03] as a reminder, on YouTube, an engaged
[01:18:05] view means that someone actually chose
[01:18:07] to watch at least 5 seconds of your ad.
[01:18:10] All right. So, what you're saying is not
[01:18:11] all views are created equal. And that
[01:18:13] makes a lot of sense. To the audience
[01:18:14] out there, I'd ask you, please take a
[01:18:16] look at your mix and question some of
[01:18:18] the impressions that you're getting
[01:18:19] elsewhere. A split second scroll by that
[01:18:22] is definitely not the same as an engaged
[01:18:24] view. Yeah. I mean, I think Demand Gen
[01:18:26] and social campaigns can look really
[01:18:28] similar to consumers. But, for us all as
[01:18:31] marketers, you know, the measurement is
[01:18:33] a world apart. Yeah, I think there are
[01:18:35] some platforms out there that are
[01:18:37] counting every impression as a win for
[01:18:39] them, which would mean if your customer
[01:18:41] engaged on a beautiful YouTube ad, blew
[01:18:43] by something in their social feed, then
[01:18:44] did a search on Google, clicked an ad
[01:18:46] and converted, another platform could
[01:18:48] claim credit for the whole conversion.
[01:18:50] Yeah, exactly. You know, many platforms
[01:18:52] count every passive impression as a
[01:18:54] total win for them, which really makes
[01:18:57] it hard to do apples-to-apples
[01:18:58] comparisons.
[01:18:59] Um but we want to change that. Actually,
[01:19:02] we're bringing the real world value of
[01:19:03] YouTube into your measurement. And I've
[01:19:05] got two new updates that I'm excited to
[01:19:07] share. Yeah. All right, you're rolling,
[01:19:09] so I'm not going to ask you about this.
[01:19:10] Just go.
[01:19:10] >> Okay, cool. So first up, um you asked
[01:19:13] for more clarity in your Google
[01:19:14] reporting. Now, historically, we've
[01:19:16] deduplicated conversions across our
[01:19:18] different campaigns, which sometimes
[01:19:20] made it a little bit tricky to see, you
[01:19:22] know, which conversions were actually
[01:19:23] driven by your Demand Gen.
[01:19:25] Um and that's exactly why we're
[01:19:27] launching campaign type attribution.
[01:19:30] So this highlights every conversion that
[01:19:32] Demand Gen contributes to, so you can
[01:19:34] see finally how it's performing
[01:19:36] alongside all of your other channels.
[01:19:38] All right, so two things. First of all,
[01:19:39] that's a very clear explanation, and
[01:19:41] secondarily, thank you, because that is
[01:19:42] something everyone here has been asking
[01:19:44] for for quite a while. So thank you for
[01:19:46] listening. Well, you're welcome.
[01:19:47] >> Yeah, there you go.
[01:19:49] >> [applause]
[01:19:52] >> All right, keep it going. Now, this is
[01:19:53] good.
[01:19:54] >> It's a good audience, yeah.
[01:19:54] >> Yeah. I've got more, actually. So we
[01:19:57] know that you also want to see the
[01:19:59] impact of YouTube in your third-party
[01:20:01] tools, and so for that independent
[01:20:04] third-party validation, we're working
[01:20:06] with partners like TransUnion.
[01:20:08] By bringing YouTube views into their
[01:20:10] attribution models, you can see the true
[01:20:12] impact of your video spend across your
[01:20:14] entire media stack, finally providing
[01:20:17] modern multi-touch attribution
[01:20:19] that goes beyond this legacy concept of
[01:20:21] just clicks. All right, so we got first
[01:20:23] party, we got third party. That is the
[01:20:25] best proof your CFO is going to get, all
[01:20:27] right? And that is us talking about the
[01:20:28] ultimate metric here, ROI, real,
[01:20:31] tangible performance that drives your
[01:20:33] business. And that is how you change the
[01:20:34] conversation with your CFO from being a
[01:20:37] budget spender to a growth driver. Ooh,
[01:20:40] I like that. Yeah.
[01:20:42] You know,
[01:20:43] as marketers, you're accountable for
[01:20:45] both short-term sales and long-term
[01:20:47] brand equity. And the metric that we use
[01:20:50] for that is long-term ROAS. Now, the
[01:20:53] data shows that YouTube drives more than
[01:20:55] double the long-term ROAS of TV and
[01:20:58] streaming and paid social. And actually
[01:21:00] with paid social comparison
[01:21:02] specifically, YouTube's effectiveness is
[01:21:05] 86% higher. Okay, I like it. I get it.
[01:21:07] Some of these proxy metrics from social
[01:21:09] media, they're kind of like a sugar
[01:21:10] rush, but 86% higher long-term ROAS,
[01:21:14] that is how you build a business that
[01:21:15] lasts. And that is the difference
[01:21:16] between buying the click and investing
[01:21:18] in real growth. Right, exactly. But to
[01:21:21] really see that growth,
[01:21:22] I urge you all to look at YouTube
[01:21:24] differently.
[01:21:25] You know, only 40% of demand gen
[01:21:27] conversions happen in the first 30 days,
[01:21:29] but really, that's just the beginning.
[01:21:31] And when we look past that initial
[01:21:32] window, we see a journey that drives
[01:21:34] value and grows your brand well after
[01:21:37] that first view. All right, that's well
[01:21:38] said. So, let me recap this. Don't
[01:21:39] overlook the power of a view, get the
[01:21:42] full breakdown of your YouTube
[01:21:43] performance in Google Ads and in your
[01:21:45] own independent third-party reporting.
[01:21:47] Yep, got it. All right, Nikki, we did
[01:21:49] it. I think this is probably a good
[01:21:50] place to wrap up. Yeah, I mean, we
[01:21:52] certainly covered a lot and that was
[01:21:54] fun. I can't wait to see what you all do
[01:21:57] with some of these new tools.
[01:21:58] >> All right, great stuff. If you have more
[01:21:59] questions, and I know you do, keep it
[01:22:01] coming and maybe we'll do an episode
[01:22:02] two. But for now, we got to go. So,
[01:22:04] please smash the like button and
[01:22:05] subscribe and thanks for joining us.
[01:22:07] All right, THANKS EVERYONE.
[01:22:09] >> [cheering]
[01:22:14] [music]
[01:22:41] >> IF WE WANT TO BE A PART OF CULTURE, we
[01:22:43] have to be creating with culture. It's
[01:22:45] people like Cat's Eye. It's tapping into
[01:22:48] the magic of what [music] they do.
[01:22:50] It's not about just being in the mix,
[01:22:52] it's leading the way. Search on YouTube
[01:22:55] really helped to get us there. Relevance
[01:22:57] is revenue, [music] and there's very few
[01:22:59] places to do that like Google.
[01:23:04] We want to be where the audiences are.
[01:23:06] YouTube is the only platform that gives
[01:23:09] a 3-minute video the space [music] that
[01:23:11] it deserves. As important as the hero
[01:23:13] video is a 6-second idea as well. I
[01:23:16] think that's the reality of how people
[01:23:18] are engaging with content.
[01:23:19] >> It's a video platform that then
[01:23:21] supercharges things like search [music]
[01:23:23] and intent and conversion. We think very
[01:23:27] carefully about the consumer journey,
[01:23:29] scrolling and searching and streaming
[01:23:31] and shopping. [music] Google can provide
[01:23:33] us every single tool throughout the
[01:23:35] journey.
[01:23:37] With Performance Max and AI Max, the
[01:23:39] power and the speed with which we can
[01:23:41] convert an intent signal into an action
[01:23:45] has become faster [music] and more
[01:23:46] collapsed from the content to the
[01:23:48] commerce.
[01:23:50] My measure of success is when we're able
[01:23:52] to move someone from passive scrolling
[01:23:55] to participation.
[01:23:56] >> Yeah, Cat's Eye injects all of this.
[01:23:59] When you see people recreating
[01:24:01] >> [music]
[01:24:01] >> what you're doing, that's when you know
[01:24:03] you've permeated culture.
[01:24:08] We've seen a double-digit increase in
[01:24:10] our ROAS year-over-year. We've seen our
[01:24:13] brand searches for Gap outpace that even
[01:24:16] of Cat's Eye.
[01:24:18] When I see people go into the store
[01:24:19] because of something we made,
[01:24:21] >> [music]
[01:24:21] >> it's extremely validating. People who
[01:24:23] were exposed to the Cat's Eye video on
[01:24:25] YouTube had more in-store visits [music]
[01:24:27] and bigger basket sizes. The results
[01:24:30] that we're seeing, the conversations
[01:24:32] with our CFO is even more fun.
[01:24:35] That's the name of the game, [music] and
[01:24:37] nobody does it better than Google.
[01:24:49] >> [music]
[01:24:56] >> Hi, everyone.
[01:24:58] It's time to talk about creative.
[01:25:00] And we're going to talk about a very
[01:25:01] Thank you for the the cheer.
[01:25:03] Creative is an awesome topic. Uh we're
[01:25:04] going to talk about a very specific kind
[01:25:06] of creative today. It's creative that
[01:25:08] drive performance at scale.
[01:25:10] And with me today, we have Michelle
[01:25:12] Pham. She's the founder of a company
[01:25:14] called Inner Child, and she's going to
[01:25:16] help show you some of the latest
[01:25:17] innovations we're bringing to the Google
[01:25:19] Ads Asset Studio. Thank you so much,
[01:25:21] Josh. It is so exciting to be with you
[01:25:23] today. Michelle's built something
[01:25:25] really, really special, and I'm excited
[01:25:27] you all get to see it today.
[01:25:28] Well, thank you. It's been a wild 2
[01:25:31] years starting this company, and we use
[01:25:32] Google products every single day.
[01:25:34] >> Thank you for that. But the biggest game
[01:25:36] changer for us has definitely been the
[01:25:38] creative tools. We sell so many
[01:25:40] beautiful products in Inner Child,
[01:25:42] handmade by artisans all over the world.
[01:25:44] And I really do love telling that story,
[01:25:46] but we're a very small and lean team,
[01:25:49] and I always need more assets and more
[01:25:50] content than what I can actually make.
[01:25:52] You are not alone in that. It's
[01:25:54] something we've heard from so many of
[01:25:55] you.
[01:25:56] No matter how big or small your business
[01:25:58] is, everyone is hungry for more and
[01:26:00] better creative.
[01:26:01] And that makes sense. So, we see that
[01:26:03] creative drives nearly half of all
[01:26:05] incremental ad sales. It's a huge
[01:26:07] number, and that means it's the single
[01:26:09] biggest driver of your ad effectiveness
[01:26:11] by a wide margin.
[01:26:13] And that is exactly why we built Asset
[01:26:15] Studio.
[01:26:16] It's your creative home base in Google
[01:26:18] Ads. It's one place that you can
[01:26:20] organize, build, and test everything.
[01:26:24] Well, Josh, it's definitely become my
[01:26:25] creative home.
[01:26:26] >> And it keeps getting better.
[01:26:28] We've integrated our most advanced
[01:26:30] models, that's Gemini, VIO, and Nano
[01:26:32] Banana, into Asset Studio.
[01:26:35] And this summer, we're adding our latest
[01:26:37] model, which you just heard about it IO,
[01:26:39] Gemini Omni.
[01:26:41] Asset Studio's also becoming more
[01:26:43] connected to your own creative
[01:26:44] workflows.
[01:26:46] We know that today your creatives live
[01:26:47] in a lot of different tools. It can take
[01:26:49] a lot of work to bring those into Google
[01:26:51] Ads and actually run them.
[01:26:52] So, we've made it very easy to just pull
[01:26:54] them all into Asset Studio.
[01:26:57] That means whether you're using YouTube
[01:26:58] Studio, Product Studio, Pomelo, or if
[01:27:01] you're working in tools like Adobe or
[01:27:03] Canva, it all just shows up in your
[01:27:05] library.
[01:27:06] And for those of you who are managing
[01:27:07] thousands of ads at scale,
[01:27:10] we're even opening up access through the
[01:27:11] API, so you can scale instantly.
[01:27:15] Now, Michelle, I think you've been
[01:27:16] spending some time in Asset Studio
[01:27:17] lately.
[01:27:18] You want to show us all what you've been
[01:27:19] building? Absolutely. Let's go, Josh.
[01:27:22] So, my brand is all about whimsical home
[01:27:25] decor. We have a large and growing
[01:27:28] catalog, and keeping things fresh for
[01:27:30] every single product is a constant
[01:27:32] challenge.
[01:27:33] >> only imagine. Where do you start? Well,
[01:27:35] I've been using Pomelo. It's this
[01:27:36] incredible tool from Google Labs, and
[01:27:38] it's really simple. I just paste in my
[01:27:40] website URL, and it instantly generates
[01:27:43] on-brand images and video for my site
[01:27:45] and social, just like these amazing
[01:27:47] assets here. These are beautiful.
[01:27:50] Let's show everyone how you actually
[01:27:52] turn them into ad campaigns in Asset
[01:27:53] Studio.
[01:27:54] >> Let's do it. So, I'm currently working
[01:27:57] on a new campaign for summer right now,
[01:27:59] and I really need some variety and some
[01:28:01] fresh visual directions. So, what I
[01:28:03] would do is I'd start from pulling some
[01:28:05] images from my Asset Studio library, as
[01:28:07] you can see here.
[01:28:09] And of course, we you to add in those
[01:28:10] brand guidelines, and then let's tell
[01:28:12] the tool what I'm dreaming of. You can
[01:28:14] be super conversational. Something like,
[01:28:17] I'd like to create an ad campaign
[01:28:19] focused on my new line of marbled lamp
[01:28:21] shades. And I'm also trying to reach
[01:28:23] millennial home decorators.
[01:28:26] I like that it's going to give you a ton
[01:28:28] of headlines, descriptions, image
[01:28:29] options you can choose from. If you
[01:28:31] don't like those, you can just edit and
[01:28:32] refine. So, what do you think? Are these
[01:28:34] ready to run in an ad campaign? Well,
[01:28:35] Josh, these look creative, they're
[01:28:38] vibrant, they're so colorful. And most
[01:28:40] of all, I love that they stick to my
[01:28:41] brand guidelines. It is good to hear. We
[01:28:43] did plan this, so I'm glad that the
[01:28:44] demo's going well so far.
[01:28:47] Uh but we're not stopping there. You
[01:28:48] also need videos, and a lot of them, so
[01:28:51] you can crush those YouTube campaigns.
[01:28:53] Now, when you make videos in Asset
[01:28:54] Studio, you can be confident they're
[01:28:56] built to perform on YouTube.
[01:28:59] Well, as we all know, video is a big
[01:29:01] pain point for a lot of us. And so, I
[01:29:03] definitely need more videos. Let's see
[01:29:05] what happens when my idea turns into a
[01:29:07] video. Let's do it. So, this is where it
[01:29:10] gets fun.
[01:29:11] First, you choose a narrative. That's
[01:29:13] going to be the basis of your video
[01:29:14] content.
[01:29:15] Next, you get a storyboard. We can see
[01:29:17] each scene before it renders.
[01:29:19] You can tweak that storyboard, swap out
[01:29:21] your scenes, or even change the flow
[01:29:23] right there. It's fantastic. I love how
[01:29:25] I have more than one option. There's a
[01:29:27] lot of different versions depending on
[01:29:29] my goals. Should we watch the video?
[01:29:31] Let's see it.
[01:29:33] Welcome to a life in color. Lampshades
[01:29:36] handcrafted by master artisans. Each one
[01:29:40] uniquely yours.
[01:29:42] Shop Inner Child.
[01:29:44] Josh, this is
[01:29:46] Thank you. Thank you.
[01:29:50] >> Josh, this is unreal. Love how amazing
[01:29:52] this all looks. And this is incredibly
[01:29:54] exciting. As a small team, it's a huge
[01:29:57] lift to make videos, and they just take
[01:29:59] too long for us. So, I feel like this
[01:30:01] opens a whole new world for us. Not only
[01:30:03] are the videos getting a lot easier to
[01:30:05] make, it's super fast to take those
[01:30:07] videos and run real campaigns with those
[01:30:08] assets.
[01:30:10] Now, that brings us to the most
[01:30:11] important point. Your business can't
[01:30:13] afford to waste money on ads that don't
[01:30:14] work. You know it. Every dollar counts.
[01:30:17] >> And that is why we're making experiments
[01:30:19] a standard part of your workflow with
[01:30:21] one-click AB testing.
[01:30:23] All you have to do is select your
[01:30:25] assets, hit save and create test, and
[01:30:27] we'll automatically run them against
[01:30:29] your current top performers and give you
[01:30:31] the data to see which one wins.
[01:30:33] And for larger businesses, even if
[01:30:35] you're creating your assets elsewhere,
[01:30:37] this is a really important function for
[01:30:38] you. It gives you the ability to
[01:30:40] constantly test new variations and see
[01:30:43] what's driving results. Every business
[01:30:45] needs more data, and as a bootstrap
[01:30:47] founder, this is really a dream. It's
[01:30:50] helping us grow, and it also gives us
[01:30:51] time back to focus on the parts of the
[01:30:53] business that I really love the most.
[01:30:55] >> I'd love to hear that, and that is
[01:30:57] exactly what we want for all of our
[01:30:59] partners.
[01:31:00] Creatives that perform at scale.
[01:31:02] Michelle, thank you so much for being
[01:31:04] here. I hope all of your lampshades sell
[01:31:05] out after this demo.
[01:31:06] >> I wouldn't complain. Thanks so much,
[01:31:08] Josh, for having me here today.
[01:31:11] >> [applause]
[01:31:15] >> All right, everyone. The tools are
[01:31:16] ready. No more excuses. It's time to
[01:31:18] start creating.
[01:31:21] Thank you.
[01:31:32] Hello, GML. It's great to be back.
[01:31:36] We've seen some incredible AI
[01:31:38] innovations on the stage today.
[01:31:41] Tools that transform your creative and
[01:31:43] supercharge your campaign.
[01:31:45] And now, the section you've all been
[01:31:48] waiting for.
[01:31:49] Oh, I wish I had that YouTube buzzer
[01:31:52] with me right now.
[01:31:55] There you go. Thank you. It's data and
[01:31:59] measurement.
[01:32:01] >> [cheering]
[01:32:03] >> All right, I'm not delusional.
[01:32:06] I know this isn't the most fun and
[01:32:07] exciting topic for many of you.
[01:32:10] I'm the person asking you to eat
[01:32:11] broccoli when you're at the dessert
[01:32:13] table.
[01:32:14] But hey, you got to eat your broccoli.
[01:32:16] And measurement is arguably the biggest
[01:32:18] difference maker in the performance of
[01:32:20] your ad.
[01:32:21] None of the incredible AI innovations
[01:32:23] that you saw today matters
[01:32:26] if your measurement foundation isn't
[01:32:27] built to capture it.
[01:32:29] Measurement is the competitive edge that
[01:32:31] powers your AI.
[01:32:33] It helps you make smarter decisions and
[01:32:36] it makes your outcomes more valuable.
[01:32:38] Successfully navigating this complex
[01:32:41] landscape requires a modern measurement
[01:32:43] playbook.
[01:32:44] It's anchored on three things.
[01:32:47] First, data strength.
[01:32:49] This is your ground truth. Connecting
[01:32:51] your data is how you fuel your strategy.
[01:32:55] Second, causality.
[01:32:57] To move at the speed of AI, you need
[01:33:00] timely signals that you can trust.
[01:33:03] Causality is what proves what exactly is
[01:33:06] driving your business.
[01:33:07] And third is a unified view.
[01:33:10] You cannot measure modern consumer
[01:33:12] journeys in silos. You need a unified
[01:33:15] picture across every channel
[01:33:18] to invest your next dollar in
[01:33:20] confidence. To show you what this looks
[01:33:22] like in practice, how about an explainer
[01:33:24] video from someone you probably follow
[01:33:26] on YouTube? Let's hear it from Neil
[01:33:29] Patel, the founder of NP Digital.
[01:33:35] Last year, a client came to us with a
[01:33:37] campaign that crushed it. Seven figures
[01:33:39] in track revenue, everyone was
[01:33:40] high-fiving, but something looked off.
[01:33:43] So, I ran a test. Happy days, right? Not
[01:33:45] so fast. [music] They couldn't explain
[01:33:47] what drove the success. All the reports
[01:33:49] pointed to different things, so they
[01:33:50] didn't know how to replicate the
[01:33:51] results. So, I started to dig in to see
[01:33:54] how we could solve this because it seems
[01:33:55] like a lot of companies have this
[01:33:57] problem. And I found out that Google has
[01:33:59] a three-part approach that actually
[01:34:01] works. First, you need data strength, a
[01:34:04] clean signal. Most companies have their
[01:34:06] data scattered across five or six
[01:34:08] different tools that don't talk to each
[01:34:11] other. And on top of that, ad blockers
[01:34:13] and browser restrictions are quietly
[01:34:14] eating your data before it even reaches
[01:34:16] you. So, [music] you're making decisions
[01:34:18] on incomplete data, and you don't even
[01:34:21] know what's missing. To address this, we
[01:34:23] consolidated everything through Google's
[01:34:25] Data Manager, one place where all our
[01:34:27] sources connect. Then, we activated
[01:34:29] Google Tag Gateway to protect our
[01:34:31] signals. That's part one, bring your
[01:34:33] data together. Second, you got to have
[01:34:36] the right measures to know what works.
[01:34:38] Look, customer journeys are complex. You
[01:34:41] see a video ad, you go search to learn
[01:34:43] more, you forget about it, you get
[01:34:44] retargeted, click an ad, and buy
[01:34:47] something. How do you really know what
[01:34:49] worked? Which step was important? A sale
[01:34:51] isn't a single moment, it's a process.
[01:34:53] You can run incrementality experiments,
[01:34:55] but they [music] are time-consuming and
[01:34:57] only provide a snapshot, not the whole
[01:34:59] picture. And your customers and business
[01:35:01] are more dynamic than ever before.
[01:35:03] [music]
[01:35:03] The tough question is, how can you make
[01:35:05] good investments without timely
[01:35:07] information? Our attribution [music]
[01:35:08] said one thing, our experiment said
[01:35:10] something else, and people would pick
[01:35:12] whichever number made them feel the most
[01:35:14] comfortable. That's why you need
[01:35:16] always-on ways to measure causality.
[01:35:19] Third, you need a single view. So, we
[01:35:22] turned to Meridian, Google's open-source
[01:35:24] MMM. What it does is simple. It combines
[01:35:26] metrics [music] like clicks, views,
[01:35:28] cost, and conversions with causal test
[01:35:30] results to create [music] one clear
[01:35:32] picture of performance. The best part
[01:35:34] is, it's transparent. So, your finance
[01:35:36] team or any third party can check the
[01:35:38] math. Nobody has to trust a black box.
[01:35:40] Now, you can sit down with your CFO and
[01:35:42] [music] say, "Here's exactly what our
[01:35:44] marketing drove. Here's the proof.
[01:35:46] Here's where we should move money next
[01:35:48] quarter." Since adopting this approach,
[01:35:50] we gained the clarity and confidence to
[01:35:52] double down on what's working and cut
[01:35:54] what isn't. And for the first time, CEOs
[01:35:56] and CFOs stopped asking, "What would
[01:35:58] happen to our sales if we turned off our
[01:35:59] ads?" Instead, they started asking how
[01:36:02] we could deploy more. Look, the playbook
[01:36:03] already [music] exists. The real
[01:36:04] question is, when do you want to take
[01:36:06] the guesswork out of marketing?
[01:36:11] >> [applause]
[01:36:14] >> Thank you so much, Neil. Well said. I
[01:36:17] see why he does so well on YouTube.
[01:36:19] Let's unpack what Neil just laid out.
[01:36:22] First, data. In a market moving this
[01:36:24] fast, the rewards of getting your data
[01:36:26] right compound quickly.
[01:36:29] In fact, advertisers who build data
[01:36:30] strength
[01:36:32] with first-party data see an 11% average
[01:36:35] increase in incremental ROAS.
[01:36:37] The iconic shoe company, Doc Martens, is
[01:36:40] a great example of what data can do for
[01:36:43] you. They integrated their first-party
[01:36:45] data into Google Ads and fed it directly
[01:36:48] into Performance Max.
[01:36:49] This drove an immediate 16% jump in
[01:36:52] revenue.
[01:36:53] And that's just initial gains. These
[01:36:55] gains should accelerate over time.
[01:36:58] If you aren't connecting your data,
[01:37:00] you're falling behind. And you're
[01:37:01] falling behind every day.
[01:37:04] Which is why we're making it easier for
[01:37:06] you.
[01:37:07] Our Data Manager API is now universal.
[01:37:11] It is one connector across Google's that
[01:37:13] handles measurement and audiences.
[01:37:16] And it's built with the whole industry
[01:37:19] using standard IAB Tech Lab ECAPI.
[01:37:22] This means you can share don't have to
[01:37:25] share data over and over with different
[01:37:27] network. You share it once and it
[01:37:30] automatically works everywhere.
[01:37:33] Second, you need to understand
[01:37:35] causality. Here, we're giving you two
[01:37:37] new powerful signals.
[01:37:39] First, attributed branded searches. Now
[01:37:43] available in Google Ads and Google
[01:37:45] Marketing Platform.
[01:37:46] This is a direct link between a customer
[01:37:48] seeing an ad and searching for your
[01:37:50] brand.
[01:37:51] It's the clearest signal that your ad
[01:37:53] created intent.
[01:37:55] Attributed branded searches tracks
[01:37:58] short-term. This is important. But what
[01:38:00] about long-term impact?
[01:38:02] This is why we're introducing a new
[01:38:04] powerful metric,
[01:38:06] qualified future conversions.
[01:38:09] They connect your signals such as
[01:38:10] follow-up branded searches,
[01:38:12] video views, site visit up to 6 months
[01:38:15] in advance.
[01:38:17] This means you can finally change the
[01:38:19] conversation you're having with your
[01:38:20] CFO.
[01:38:21] Instead of defending your spend, you're
[01:38:23] proving it's long-term value.
[01:38:26] UK retailer Crew Clothing is a great
[01:38:28] example of why this matters.
[01:38:31] They ran a YouTube prospecting campaign
[01:38:33] that looked flat over a 30-day window.
[01:38:36] The results just weren't there.
[01:38:38] In the past, they would have just cut
[01:38:39] this campaign.
[01:38:41] But when they looked through the lens of
[01:38:42] qualified future conversions, the true
[01:38:45] value was revealed.
[01:38:46] A 70% uplift in long-term conversions.
[01:38:50] Because they could see the future value
[01:38:52] of the ad, they didn't cut the campaign.
[01:38:54] Instead,
[01:38:55] they scaled it.
[01:38:57] So, you have your signals, attributed
[01:38:59] branded searches for short-term and
[01:39:02] qualified future conversions for
[01:39:04] long-term.
[01:39:05] They give you both speed
[01:39:07] and truth.
[01:39:08] And you know, we love our acronyms so
[01:39:10] much at Google, so feel free to start
[01:39:13] saying with me,
[01:39:15] ABS for attributed branded searches
[01:39:19] >> [snorts]
[01:39:19] >> and qualified qualified future
[01:39:21] conversions,
[01:39:23] QFC.
[01:39:31] Believe me, this is a team you're going
[01:39:33] to want to be a part of.
[01:39:36] To get a full unified picture,
[01:39:39] they
[01:39:40] they need to talk to each other.
[01:39:42] Otherwise, it just tells a part of the
[01:39:43] story. This brings us to the third and
[01:39:46] final point, a unified view.
[01:39:49] That's where Meridian, our next
[01:39:51] generation open source MMM, comes in.
[01:39:53] The more data and more signals you
[01:39:56] provide it, the better it gets.
[01:39:58] But whether you have an army of data
[01:40:00] scientists or a lean team,
[01:40:02] you need a command center that is
[01:40:04] powerful and actionable.
[01:40:07] And for those of you who want a powerful
[01:40:09] turnkey solution, we are bringing the
[01:40:12] intelligence of Meridian
[01:40:14] directly into reimagined Google
[01:40:16] Analytics 360.
[01:40:19] This is your new command center for
[01:40:21] modern measurement.
[01:40:22] We are making cross-channel measurement
[01:40:24] seamless.
[01:40:25] For the first time, you can analyze your
[01:40:27] performance across Google,
[01:40:29] TikTok, Pinterest, Snap, and other
[01:40:33] social media platforms, all in one
[01:40:35] place.
[01:40:36] And now, you can actually scenario plan
[01:40:39] across these channels in Google
[01:40:41] Analytics 360, powered by Meridian.
[01:40:45] And we are making it easy by connecting
[01:40:47] sophisticated intelligence to our
[01:40:50] agentic experience, so you can just talk
[01:40:52] in natural language. You can ask
[01:40:55] questions such as, "What should I budget
[01:40:57] for next quarter?"
[01:40:58] or
[01:41:00] "How are the my ads performing across
[01:41:02] channels?" My colleague, Celine, will be
[01:41:05] out in just a moment to show you how
[01:41:07] agentic experiences work end-to-end.
[01:41:10] But before I pass the baton, remember,
[01:41:14] measurement is your competitive edge and
[01:41:16] the engine for your growth.
[01:41:18] Build data strength.
[01:41:20] Leverage timely causality signals.
[01:41:23] Unify your view in one place.
[01:41:26] And don't forget to eat your broccoli.
[01:41:29] This is your playbook, and we are your
[01:41:32] partner in this journey. Thank you.
[01:41:34] >> [applause]
[01:41:47] >> What a transformational moment in
[01:41:49] marketing for us as an industry and as
[01:41:52] individuals. With all these new
[01:41:55] opportunities, we're all rethinking how
[01:41:58] we spend our time.
[01:42:00] How we spend our energy. Look, you all
[01:42:03] know your stuff. You are excellent at
[01:42:05] running media campaigns, whether you're
[01:42:08] getting under the hood yourself or
[01:42:10] hiring rockstars to do it. You know how
[01:42:12] to navigate that media maze.
[01:42:15] That expertise in execution is one of
[01:42:18] your superpowers.
[01:42:20] But things are changing. Execution is
[01:42:23] becoming a commodity and will no longer
[01:42:26] be a competitive advantage because when
[01:42:29] the technical side becomes easier for
[01:42:31] everyone, your true edge comes back.
[01:42:35] What only you can provide.
[01:42:37] Your strategy.
[01:42:39] Now, what's making that possible?
[01:42:41] I'm going to use the A word. No, not
[01:42:44] that one.
[01:42:46] Close, but not that one either. I'm
[01:42:49] talking about Ask.
[01:42:51] Think about how you ask Google for help.
[01:42:55] You ask Maps, is there a pickleball
[01:42:57] court with lights on where I can play
[01:42:58] tonight? Or you ask Photos, the name of
[01:43:02] that Mexican restaurant with those
[01:43:04] amazing tacos.
[01:43:06] Or you ask Gmail to summarize the
[01:43:08] itinerary for your upcoming vacation
[01:43:10] based on your flight, hotel, and
[01:43:12] activity bookings.
[01:43:14] You're already an expert at asking for
[01:43:17] what you need.
[01:43:19] Now, you have Ask Advisor working for
[01:43:23] your ads business.
[01:43:25] Last year, we started rolling out agents
[01:43:27] in our various ad products. But thanks
[01:43:30] to your feedback, we're moving from a
[01:43:32] family of agents to one Ask Advisor.
[01:43:38] Yeah.
[01:43:41] Ask Advisor acts as your new team of
[01:43:43] experts all rolled into one experience.
[01:43:47] Now you can ask tough questions like how
[01:43:50] can I optimize my campaign for new
[01:43:52] customer acquisition? Or show me
[01:43:56] abandoned carts across new and existing
[01:43:59] customers by region.
[01:44:02] And you'll get responses tailored to
[01:44:04] your data.
[01:44:06] You shouldn't have to have a PhD in data
[01:44:08] analytics to get the best results.
[01:44:11] We're using agentic technology to
[01:44:13] shoulder the burden of technical
[01:44:15] execution, so you can spend less time
[01:44:18] wrestling with tools and more time
[01:44:21] following up on strategic insights to
[01:44:24] win in the market.
[01:44:26] Now we're here at our Bayview campus
[01:44:29] with the very team who's building it.
[01:44:31] Let's check in with them. Priya, are you
[01:44:33] there? Tell everyone what you've been up
[01:44:35] to.
[01:44:37] Hey GML.
[01:44:39] So this is the team that's working on
[01:44:41] the coolest agentic technology for
[01:44:43] marketers.
[01:44:45] Hey
[01:44:46] GML.
[01:44:48] Last year we gave you AI advisors
[01:44:50] everywhere in ads to streamline your
[01:44:52] campaigns, unlock fresh insights, and
[01:44:55] boost performance.
[01:44:57] It was a great start. But we're not
[01:44:59] stopping because we know that moving
[01:45:02] between our platforms still feels like
[01:45:04] work, and we wanted to change that.
[01:45:07] Turns out the latest Gemini models are
[01:45:10] precisely the breakthrough that we
[01:45:12] needed.
[01:45:13] The tech is now so powerful that we have
[01:45:16] been able to connect the dots across our
[01:45:18] entire ecosystem.
[01:45:20] Ads, analytics, Merchant Center, Google
[01:45:24] Marketing Platform. So now you're
[01:45:26] talking to one continuous intelligent
[01:45:30] partner that understands your business
[01:45:33] as deeply as you do.
[01:45:35] We built a shared memory layer, so Ask
[01:45:38] Advisor remembers your goals as you move
[01:45:41] from one task to another.
[01:45:43] No more re-prompting. No 100 open tabs.
[01:45:47] Just proactive guidance every step of
[01:45:50] the way.
[01:45:51] I could geek out about the engineering
[01:45:53] all day, but trust me, this is so cool.
[01:45:57] We can't wait for you to try it.
[01:45:59] Back to you, Celine. Thanks, Priya.
[01:46:03] >> [gasps]
[01:46:03] >> There is nothing like hearing directly
[01:46:05] from the people building the products,
[01:46:07] but we really want to show you what the
[01:46:09] Ask Advisor can do for you. Let's watch
[01:46:12] the video.
[01:46:17] Wow, that's a big target. Where should I
[01:46:20] start? What if I just ask? Introducing
[01:46:25] Ask Advisor.
[01:46:27] An Agintic end-to-end workflow to help
[01:46:29] achieve your marketing goals. All you
[01:46:31] need to do is ask. I want to focus on
[01:46:34] new Dyson customers.
[01:46:36] Huh, a strong plan. Let's go. A single
[01:46:40] continuous conversation that connects
[01:46:41] across [music] Google Ads, Merchant
[01:46:43] Center, Google Analytics, and other
[01:46:45] platforms to achieve your goals across
[01:46:47] every campaign.
[01:46:49] Ask Advisor keeps track of your goals no
[01:46:51] matter where you are and recommends
[01:46:52] strategies to reach them.
[01:46:55] Nice, you remembered.
[01:46:57] Yes, let's optimize and add those
[01:46:59] product details. Looking good.
[01:47:03] It remembers your conversations,
[01:47:05] understands your business, and spots
[01:47:07] opportunities for improvement.
[01:47:10] Sure, let's try it.
[01:47:12] Ask Advisor can offer [music] creative
[01:47:13] assistance, brainstorm, and generate
[01:47:16] assets and copy.
[01:47:17] Generate a draft? Yes, let's add it to
[01:47:20] Google Ads.
[01:47:22] This look great. It can even launch
[01:47:24] campaigns for you.
[01:47:28] Wow. Almost there. Ooh, that worked out.
[01:47:32] That's great engagement. See what's
[01:47:34] driving results with Ask Advisor's
[01:47:36] holistic reports.
[01:47:38] And understand performance across
[01:47:40] Google's platforms.
[01:47:41] Nice. Precision paid off. Okay, great.
[01:47:46] Home stretch now. And it continuously
[01:47:48] optimizes [music] with you.
[01:47:50] We did it.
[01:47:51] >> So, don't start from scratch. Start with
[01:47:53] the conversation and hit all your
[01:47:54] marketing goals. Just ask.
[01:48:01] All right. Wow, what an unlocked. It is
[01:48:06] so powerful to have these advisors
[01:48:08] working for marketers across platforms.
[01:48:11] And this is just the beginning of what
[01:48:13] agentic technology is going to do for
[01:48:15] your business.
[01:48:17] What was previously impossible is truly
[01:48:21] becoming possible.
[01:48:23] If you're a large enterprise, you always
[01:48:26] have more ideas and opportunities than
[01:48:28] you can go after. Expand to new markets,
[01:48:31] reach more consumer segments, deepen
[01:48:34] your customer experience.
[01:48:36] You're always being asked for more.
[01:48:39] Now, [snorts] you can spend more time on
[01:48:41] the outcomes you want to achieve rather
[01:48:44] than the minutia of execution that will
[01:48:46] get you there.
[01:48:48] If you're small business, you spent
[01:48:50] years feeling like the underdog, limited
[01:48:52] by resources and capabilities. The
[01:48:55] advisor will act as your equalizer.
[01:48:58] You may not have 10x the resources, but
[01:49:01] you can have 10x the speed, agility, and
[01:49:06] impact. This is the outside expertise
[01:49:09] you thought you couldn't afford.
[01:49:12] And finally, my agency partners,
[01:49:15] with more agentic support, you'll have
[01:49:17] new avenues to be successful and new
[01:49:20] services to offer.
[01:49:23] I've spoken with agencies who say they
[01:49:25] can now serve customers they didn't have
[01:49:27] the capacity to work with before or they
[01:49:30] didn't think would be profitable.
[01:49:32] The impact equation is evolving.
[01:49:37] You can service 50 clients with the same
[01:49:39] team that used to be stretched thin with
[01:49:41] 10.
[01:49:42] So, whether you're a global titan, an
[01:49:45] underdog, or the agency that powers
[01:49:48] them, the opportunity is clear. We are
[01:49:52] building a world that was previously
[01:49:56] impossible.
[01:49:57] Soon, all you'll have to do is ask.
[01:50:02] You'll just open up your ads, analytics,
[01:50:05] Merchant Center, Google Marketing
[01:50:06] Platform, or any of our advertising
[01:50:09] tools and start using the Ask Advisor.
[01:50:13] We're entering this new frontier
[01:50:14] together. It is such an honor to be on
[01:50:17] this journey with you. Now, my colleague
[01:50:20] Shawn is going to wrap us up and ensure
[01:50:22] you have everything you need to put all
[01:50:24] this technology to work for your
[01:50:26] business. Thank you.
[01:50:29] >> [applause]
[01:50:40] >> So, what do we think?
[01:50:43] All right. It's a really exciting time
[01:50:45] to work in this industry, right? But
[01:50:47] listen, I get it. It can feel a little
[01:50:49] overwhelming at times. So, I want to
[01:50:51] make sure that when you leave here, you
[01:50:53] have absolute clarity about what we're
[01:50:55] doing, so you can make take it back to
[01:50:57] your teams, right? So, if you remember
[01:50:58] one thing and one thing only, I hope
[01:51:02] it's this. Our Gemini advantage is your
[01:51:06] business advantage. The performance you
[01:51:08] see today is actually just the baseline
[01:51:11] for tomorrow. Why?
[01:51:13] Because our technology gets better every
[01:51:16] single day.
[01:51:18] So, let's quickly recap. AI has
[01:51:20] supercharged
[01:51:24] AI has supercharged No, wait. Wait. This
[01:51:27] doesn't work.
[01:51:28] Maybe it's like my TV at home. Sometimes
[01:51:29] you got to
[01:51:31] knock on these things. Maybe get one of
[01:51:32] these.
[01:51:33] I thought we were going to have a
[01:51:34] seamless show. If you could I'm going to
[01:51:36] check if this is unplugged. Bear with
[01:51:37] me. Stay here.
[01:51:39] All right. Hopefully it works.
[01:51:43] Is this on?
[01:51:45] Ah, there you are. Okay, let's do a
[01:51:48] recap.
[01:51:50] But first, a quick tour.
[01:51:59] We are hearing that AI has supercharged
[01:52:02] Google Search. There's more searches
[01:52:04] than ever and more ways for you to ask.
[01:52:09] Now, the best ads are answers. Back to
[01:52:11] you.
[01:52:12] AI Max and PMax make you that answer.
[01:52:17] Agentic commerce is here.
[01:52:20] It all starts with Merchant Center.
[01:52:23] To be discovered, make sure your product
[01:52:26] feeds are rich and accurate.
[01:52:31] YouTube is a brand-building powerhouse
[01:52:34] and a massive driver of conversions.
[01:52:37] Demand Gen is how you create and convert
[01:52:41] that demand.
[01:52:48] Need high-performing [music] ads across
[01:52:51] every new format?
[01:52:54] Our most powerful [music] AI models
[01:52:56] power Google Ads Asset Studio to
[01:52:59] generate ads that work [music] at scale.
[01:53:03] Getting measurement right has
[01:53:05] compounding effects for your business.
[01:53:09] Nail the foundations.
[01:53:11] Connect and tag your data.
[01:53:14] Measure causality.
[01:53:16] And compare with MMMs.
[01:53:20] I understand it now.
[01:53:30] >> [music]
[01:53:30] >> Okay, other Shawns. You can take it from
[01:53:32] here.
[01:53:37] >> [applause and cheering]
[01:53:41] >> That was super cool. You all got to get
[01:53:43] one of those things. It's the best way
[01:53:44] to get around.
[01:53:45] Um thank you other Shawns. I've been
[01:53:47] waiting for these Shawns my entire life.
[01:53:49] Um cuz they're going to really scale my
[01:53:50] productivity, but uh they were a little
[01:53:52] bit late on detail. Who can take this
[01:53:53] thing? Um can you make sure I get it
[01:53:55] back though? No problem. I have to get
[01:53:57] to New York.
[01:53:59] I'd like it to be faster. All right. Um
[01:54:01] since they're late on details, even
[01:54:02] though they look really great, um I'm
[01:54:04] going to wrap up for them. So, bear with
[01:54:06] me for just for a beat longer. If
[01:54:08] there's any room that understands that
[01:54:09] repetition doesn't spoil the prayer or
[01:54:11] aids recall, it's certainly going to be
[01:54:13] this one. So, let's get to it. Okay.
[01:54:16] Video opened up by telling you that
[01:54:18] we're listening to you. And trust me, we
[01:54:20] are. When you win, that's when we win.
[01:54:23] Which means your pain points are our
[01:54:25] pain points. So, let's see if we deliver
[01:54:27] on everything that we said we would. And
[01:54:30] remember, no matter what you sell or how
[01:54:32] big your business is, there's something
[01:54:34] in here for everyone in the room. Okay.
[01:54:37] You asked for clarity on where search is
[01:54:40] headed, and most importantly, what it
[01:54:42] means for your business.
[01:54:44] We showed you that AI is the best thing
[01:54:46] that's ever happened to Google search.
[01:54:48] People can now search for whatever they
[01:54:50] want, however they want. And they've
[01:54:53] responded by searching more than ever
[01:54:56] before.
[01:54:57] We actually showed you new ad formats.
[01:54:59] Things like personalized
[01:55:00] recommendations, direct offers at the
[01:55:02] highest moment of intent, and then ads
[01:55:05] that you can chat with, and even ads
[01:55:07] that have native checkout. So now, the
[01:55:10] best ads are really just great answers,
[01:55:12] and AI Max and P Max make all of you
[01:55:15] that answer.
[01:55:17] Okay. You also asked how to be a part of
[01:55:19] the future of commerce.
[01:55:21] And we showed you that agent of commerce
[01:55:23] isn't just coming, it's here today.
[01:55:26] We've assembled all the pieces that you
[01:55:27] need, the shopping graph, payments, the
[01:55:31] cloud infrastructure, and now universal
[01:55:33] commerce protocol.
[01:55:35] But the most important thing that you
[01:55:36] can do today is focus on your product
[01:55:39] feeds in Merchant Center. Rich feeds are
[01:55:42] the fuel to help you get discovered.
[01:55:45] You also asked how we could unlock
[01:55:46] performance on YouTube.
[01:55:49] Until now, marketers have been asked to
[01:55:50] choose.
[01:55:52] Build your brand and be a part of
[01:55:53] culture,
[01:55:54] or drive sales, and the sooner you can,
[01:55:57] the better. But I ask all of you, why
[01:56:00] should you compromise when YouTube can
[01:56:02] do both for you?
[01:56:04] Demand Gen is driving conversions like
[01:56:05] never before with better signals, more
[01:56:09] shoppable formats, and even more
[01:56:11] surfaces. And you can get even better
[01:56:13] results when you add YouTube creators
[01:56:15] that build a community, the trust, and
[01:56:17] the resonance that drives your brand
[01:56:19] growth.
[01:56:20] And we've got new measurement solutions
[01:56:22] like campaign type attribution, which
[01:56:24] finally lets you stack up YouTube
[01:56:26] against social.
[01:56:27] Demand Gen is how you're going to unlock
[01:56:29] performance on YouTube.
[01:56:32] You also asked how to help with
[01:56:34] generative creative, because you need
[01:56:35] ads that work in the AI era, and that
[01:56:37] means they have to scale. Creative is
[01:56:39] still the number one driver for your
[01:56:41] performance. And we're going to make it
[01:56:44] easier to take advantage of all the
[01:56:45] visual ad formats that we offer. We
[01:56:48] showed you how you can create, edit, and
[01:56:50] optimize images and video assets
[01:56:53] directly in Google Ads with Asset
[01:56:55] Studio.
[01:56:56] And finally, you asked for tools that
[01:56:59] better guide your marketing investment.
[01:57:01] We showed you the compounding effects of
[01:57:04] data strength. So first, you got to
[01:57:06] connect those signals. Help us show you
[01:57:09] what's working best for your business.
[01:57:11] When you upgrade to Google Tag Gateway
[01:57:13] and integrate your offline CRM, you will
[01:57:16] see a world of difference.
[01:57:18] Second, prove your impact through true
[01:57:21] measures of causality and finally get
[01:57:23] that unified view across your channels
[01:57:25] with MMMs like Meridian.
[01:57:28] And if you want, you can transform
[01:57:30] Google Analytics 360 into your unified
[01:57:32] command center to invest with speed and
[01:57:34] confidence across your entire marketing
[01:57:37] mix.
[01:57:38] Now, marketers like you in this room and
[01:57:41] on the stream are leading the way on AI
[01:57:44] transformation, but there is still a
[01:57:46] really large gap between what the
[01:57:48] technology can do and what marketers are
[01:57:51] actually doing with it.
[01:57:53] So, I want to make sure you close this
[01:57:55] gap so you can all realize performance
[01:57:57] that you saw today and improve your
[01:57:59] businesses. So that's why we created the
[01:58:01] ROI Essentials and think of these as the
[01:58:03] must-dos to get you on the right road. I
[01:58:06] actually like to call them the brilliant
[01:58:07] basics, but they're really just
[01:58:09] practical next steps to share with your
[01:58:11] teams, your agencies, your partners,
[01:58:14] things to get everyone on a foundational
[01:58:16] path to excellence.
[01:58:18] And also to make sure you're getting the
[01:58:20] best performance out of Search, YouTube,
[01:58:23] and our commerce solutions.
[01:58:25] So, scan away.
[01:58:27] Get your teams working, set those AIs,
[01:58:29] maybe some deadlines for 2 weeks, that's
[01:58:31] probably a good timeline for you,
[01:58:32] and we'll get you on the right path.
[01:58:34] Okay. It's an absolute privilege for all
[01:58:37] of us here at Google to be a part of
[01:58:39] your business success. So we thank you
[01:58:42] for your trust. We thank you for your
[01:58:44] partnership as we go on this incredibly
[01:58:46] wild ride together. And I thank you for
[01:58:48] joining us at this year's Google
[01:58:50] Marketing Live event. Now, for those of
[01:58:53] you on the live stream, please stay with
[01:58:54] us because we have an incredible post
[01:58:56] show coming up. You'll hear from even
[01:58:58] more product leaders who will take your
[01:59:00] questions and go deeper into the product
[01:59:02] innovations that you saw right here this
[01:59:04] morning. So, I really thank you for
[01:59:06] being here again.
[01:59:22] >> [music]
[01:59:24] >> Wow, what a keynote.
[01:59:26] For those who missed the pre-show, I'm
[01:59:28] Maya Shankar and I'm thrilled to be your
[01:59:30] host as we debrief the latest updates.
[01:59:34] That keynote was jam-packed with new
[01:59:36] features and solutions that are going to
[01:59:38] really translate AI-powered innovation
[01:59:41] into tangible impact for customers in
[01:59:43] the industry.
[01:59:44] And back from his stint on the main
[01:59:46] stage, I'm excited to welcome back John
[01:59:49] Nicoletti, vice president of Google
[01:59:51] customer solutions. Thanks, Maya. There
[01:59:54] is so much to be excited about. And if
[01:59:56] you need a recap of the announcements
[01:59:58] made or more recordings and takeaways
[02:00:00] from the day, you can always find it on
[02:00:02] Accelerate with Google.
[02:00:03] We're also going to be bringing your
[02:00:05] most pressing questions from the live
[02:00:07] Q&A to search and YouTube product
[02:00:09] leaders in our Ads to Coded podcast
[02:00:12] recording right after this.
[02:00:14] You know I love a good podcast, John.
[02:00:16] But before we get into that product deep
[02:00:18] dive, I think you want to to talk about
[02:00:20] the people who actually are using these
[02:00:22] innovations. It's one thing for us to
[02:00:25] demo features on stage, but the real
[02:00:27] magic happens when they're in the hands
[02:00:29] of marketers and agencies.
[02:00:31] >> Exactly, Maya. That's really the essence
[02:00:34] of what we want to celebrate with the
[02:00:35] Google Ads Impact Awards. The people who
[02:00:38] do incredible things with our products.
[02:00:41] These awards honor the individuals and
[02:00:43] agencies who are innovating with AI and
[02:00:46] Google Ads to push the boundaries of
[02:00:48] creativity and make marketing magic all
[02:00:51] while driving measurable business
[02:00:53] impact. And the competition this year
[02:00:56] was fierce. We had hundreds of
[02:00:58] submissions from the US and Canada. Our
[02:01:00] jury, including some of our
[02:01:02] distinguished colleagues at Google, as
[02:01:04] well as leaders from the 4A's, the
[02:01:06] Association of Canadian Advertisers, and
[02:01:09] the Canadian Media Directors Council,
[02:01:11] had the massive task of selecting only
[02:01:14] the best of the best. This is super
[02:01:17] exciting. Let's announce the winners,
[02:01:19] John. We have five award categories this
[02:01:21] year, but I want to start with our
[02:01:23] highest honor, the AI Excellence Award.
[02:01:26] This award recognizes a truly holistic
[02:01:28] mastery of AI across search,
[02:01:31] measurement, and creative. Our first
[02:01:33] winner, Heidi Giggey, represents Royal
[02:01:36] Bank of Canada, who redefined what's
[02:01:39] possible in the financial services
[02:01:41] space. They didn't just use AI, they
[02:01:43] integrated it across AI Max for Search
[02:01:46] and Bid Exploration, Performance Max and
[02:01:49] Demand Gen to drive a 76% lift in
[02:01:52] approved credit card applications. Let's
[02:01:55] see how they took a challenge and turned
[02:01:57] it into a competitive advantage.
[02:02:00] In the high-stakes world of credit
[02:02:01] cards, winning means being the first
[02:02:03] choice for consideration with new
[02:02:04] customers.
[02:02:06] >> [music]
[02:02:06] >> Royal Bank of Canada broke through
[02:02:07] growth barriers by replacing
[02:02:08] disconnected campaigns with the
[02:02:10] synchronized Google Ads engine.
[02:02:13] By unifying their search and discovery
[02:02:14] channels, the impact was transformative.
[02:02:17] A 341%
[02:02:18] increase in reach and a massive [music]
[02:02:20] 76% surge in approved applications. For
[02:02:23] mastering a full funnel AI-driven
[02:02:25] strategy,
[02:02:25] >> [music]
[02:02:26] >> we congratulate our AI Excellence Award
[02:02:28] winner, Royal Bank of Canada.
[02:02:33] Their approach to orchestrating AI
[02:02:34] solutions proved to be a total
[02:02:37] game-changer in a competitive market.
[02:02:39] And our agency winner, W Promote, took a
[02:02:42] different but equally bold shift by
[02:02:44] modernizing the conversion engine to
[02:02:47] fuel performance max and broad match
[02:02:50] with data-rich CRM signals from their
[02:02:52] client, Learning Care Group. Here's how
[02:02:55] they used AI to boost Learning Care
[02:02:57] Group's enrollment growth, resulting in
[02:02:59] a 331%
[02:03:01] increase in registrations.
[02:03:05] In early education, every search
[02:03:06] represents a family's future, but not
[02:03:08] every lead is a perfect match. To help
[02:03:10] Learning [music] Care Group grow across
[02:03:12] 11 brands, Wpromote looked past simple
[02:03:14] clicks, connecting discovery and intent
[02:03:16] with real-world enrollments. By unifying
[02:03:18] fragmented [music] data and leveraging
[02:03:20] Google Ads AI solutions, they reached
[02:03:22] the people most likely to enroll. The
[02:03:24] result, a 331% increase in registrations
[02:03:27] while making every marketing dollar work
[02:03:29] [music] 49% harder.
[02:03:31] For redefining growth at scale with
[02:03:32] data-driven empathy, we congratulate our
[02:03:34] AI Excellence Award [music] winner,
[02:03:36] Wpromote.
[02:03:40] It's so inspiring to see campaigns that
[02:03:42] are not just driving traffic, they're
[02:03:44] driving transformational business
[02:03:46] impact.
[02:03:47] But the excellence doesn't stop there.
[02:03:49] We also want to celebrate our winners in
[02:03:51] our specialized categories, starting
[02:03:54] with creative impact. Creative impact
[02:03:57] recognizes those who are creating
[02:03:59] engaging and effective ads that deliver
[02:04:02] powerful and relevant marketing messages
[02:04:04] to their target audience.
[02:04:06] I'm thrilled to announce Kevin Lee,
[02:04:09] representing Brennan Enterprises, and
[02:04:12] our agency winner, Search Kings, for
[02:04:14] their exceptional work.
[02:04:16] Next up, our Data Innovation Award
[02:04:19] showcases those who use Google Ads data
[02:04:22] along with AI to make data-driven
[02:04:25] decisions that improve their campaign
[02:04:27] strategy and performance.
[02:04:29] Congratulations to Matthew Umbro from
[02:04:32] Arbutus Digital and our agency winner,
[02:04:35] Classroom.
[02:04:37] As we continue to recognize more
[02:04:39] exceptional work, I'm excited to
[02:04:41] announce the winners of a new award
[02:04:43] category this year. International Growth
[02:04:45] demonstrates how marketers are
[02:04:47] leveraging ads and AI to navigate
[02:04:49] business expansion, connecting with new
[02:04:52] global customers to drive sustainable
[02:04:54] growth. Our very first winners of this
[02:04:56] award are Tim Davis from 11 Labs and
[02:04:59] Brainlabs Digital for agency. And last
[02:05:02] but certainly not least, Media
[02:05:05] Achievement honors those driving real
[02:05:07] business impact by delivering specific,
[02:05:10] personalized ads to the right customer
[02:05:12] at the right time. Congratulations
[02:05:15] Christian Walker from Vistaprint and LGG
[02:05:18] Media for agency.
[02:05:20] Congratulations again to our winners and
[02:05:23] thank you for raising the bar for the
[02:05:25] industry by pushing the boundaries of
[02:05:27] what's possible with AI in Google Ads.
[02:05:30] If you'd like more details on their
[02:05:32] winning strategies, visit
[02:05:34] accelerate.withgoogle.com/awards.
[02:05:38] Now John, I know that winning a Google
[02:05:41] Ads Impact Award is a huge achievement
[02:05:43] for marketers.
[02:05:44] But for every one of these winners,
[02:05:46] there are thousands more who are in
[02:05:48] Google Ads every day. They're
[02:05:50] optimizing, testing, and putting in the
[02:05:52] work to get to that level.
[02:05:54] We want to recognize the vital role
[02:05:56] marketers play in driving business
[02:05:58] results, ensuring every step from
[02:06:01] creative concept to final execution
[02:06:03] delivers tangible growth. So, I am
[02:06:06] thrilled to officially launch Rewards,
[02:06:08] an exclusive new offering from
[02:06:10] Accelerate with Google. It's simple.
[02:06:13] Once you join, you'll receive
[02:06:14] personalized goals specifically designed
[02:06:17] to drive ROI for your business and grow
[02:06:19] your expertise. As you complete these
[02:06:22] goals driving real impact through
[02:06:24] strategic refinement, testing, and
[02:06:26] adoption of new features, you'll earn
[02:06:28] points. And here's the best part, you
[02:06:31] can redeem your points to claim premium
[02:06:33] prizes in our rewards store like a
[02:06:36] subscription to Google AI Pro for
[02:06:38] advanced AI features, access to
[02:06:40] Masterclass courses, and more. We're
[02:06:44] rolling out rewards on an invite-only
[02:06:46] basis to users in the US with more
[02:06:48] markets to follow shortly. Keep an eye
[02:06:51] out for more details. To access rewards
[02:06:53] in addition to the latest announcements,
[02:06:56] product trainings direct from our
[02:06:57] experts and more, make sure to sign up
[02:07:00] for Accelerate with Google.
[02:07:02] Whether you're winning a Google Ads
[02:07:04] Impact award or earning points through
[02:07:06] our new rewards program, we want to
[02:07:08] celebrate you for your work and the
[02:07:10] impact that it drives. Thanks, John.
[02:07:14] We want to get you on your way to
[02:07:15] driving results using some of the big
[02:07:17] announcements we saw on the main stage.
[02:07:20] That's why coming into the studio next
[02:07:22] is Ads decoded live from Bayview.
[02:07:26] Our Ads [music] Liaison, Ginny Marvin,
[02:07:28] is sitting down with a literal
[02:07:30] architects behind these products to
[02:07:32] break down the tech behind the
[02:07:33] headlines.
[02:07:35] I'm Maya Shankar. Thank you so much for
[02:07:37] watching today.
[02:07:50] Hello everyone. I'm Ginny Marvin, Ads
[02:07:52] Product [music] Liaison at Google, and
[02:07:54] this is a very special edition of Ads
[02:07:56] decoded here at Google Marketing Live.
[02:07:59] Joining me today are Advertising
[02:08:01] Platforms Senior Director, Josh Moser,
[02:08:04] Christine Turner, Managing Director for
[02:08:06] Measurement, Data, and Audiences, and
[02:08:09] Chris Monkman, Senior Director for Ads
[02:08:11] and AI Experiences. Welcome, Josh,
[02:08:14] Christine, and Chris. It's really great
[02:08:16] to have you here. Each of you have been
[02:08:18] in Search, YouTube, and Measurement for
[02:08:21] so many years, and what is standing out
[02:08:24] to you about this moment? Josh, why
[02:08:26] don't we start with you? One thing that
[02:08:28] stands out to me is the pace of
[02:08:29] development.
[02:08:31] Um it's really cool how we're seeing uh
[02:08:33] some of these new AI-enabled workflows
[02:08:34] and other capabilities uh take product
[02:08:37] ideas that felt like science fiction a
[02:08:38] year or two ago and let us kind of turn
[02:08:40] them into real uh live products for
[02:08:42] people to use.
[02:08:43] Uh the creative space is is certainly
[02:08:45] one where we've seen a lot of that. I
[02:08:46] think, you know, both the the quality
[02:08:48] and the capabilities to help uh kind of
[02:08:50] brainstorm new creative messaging, uh
[02:08:52] create text, image, and now as you're
[02:08:54] seeing on stage uh even video uh is
[02:08:57] really remarkable and um part of what I
[02:08:59] like about these develops uh
[02:09:00] developments is it's not just about the
[02:09:01] quality of what's being produced. We're
[02:09:03] we're basically finding new ways for uh
[02:09:06] advertisers to provide inputs around uh
[02:09:08] how do they want their brand to show up?
[02:09:09] What are the types of audiences they
[02:09:11] want to reach? And what types of
[02:09:12] creatives do they want to show to those
[02:09:13] audiences? And so that enables a level
[02:09:15] of personalization that just wasn't
[02:09:17] possible even a year or two ago. And so
[02:09:19] it's uh really fulfilling to be able to
[02:09:20] work on those types of products and
[02:09:22] bring them to life. And how about you,
[02:09:23] Chris?
[02:09:24] Well, it's a really exciting time to be
[02:09:25] working in search. With the AI
[02:09:27] experiences, I feel like search has just
[02:09:29] become so much more powerful and
[02:09:30] helpful.
[02:09:31] You know,
[02:09:32] like we're seeing it definitely in the
[02:09:33] user data, a lot more long queries, a
[02:09:35] lot more complicated queries coming our
[02:09:37] way, definitely more growth in the kind
[02:09:40] of things that users are bringing to us.
[02:09:41] And even in my own personal life, like
[02:09:43] we introduced AI mode uh exactly a year
[02:09:45] ago.
[02:09:46] And you know, it was at first it was a
[02:09:48] really helpful feature, but now I find
[02:09:50] I'm starting all of my search journeys
[02:09:51] there. And the other thing that's really
[02:09:53] striking to me is the technology pace
[02:09:56] itself. So, you know, I've been working
[02:09:58] on quality models for ads for over a
[02:10:01] decade. And it's really striking to see
[02:10:04] how good Gemini is at things like
[02:10:06] relevance. And lastly, you know, I think
[02:10:09] the change in user behavior and their
[02:10:11] sort of expectations around what a
[02:10:14] search result looks like is really
[02:10:16] shifted. We're seeing a lot more demand
[02:10:18] for answers. In fact, that's That's
[02:10:20] Vidya sort of called out in the keynote.
[02:10:22] >> Mhm. And and to me this is really
[02:10:23] driving a lot of our road map these
[02:10:25] days. And how about you, Christine?
[02:10:27] Well, I mean, how exciting to be here
[02:10:29] talking about creative and AI, and I
[02:10:31] think just as an industry, it's a really
[02:10:33] exciting time. Uh but for me on the
[02:10:35] measurement side, I think what's been um
[02:10:37] really fascinating I've been in this
[02:10:39] space now for over 20 years. Um and it
[02:10:41] feels like on the measurement
[02:10:43] conversation, we've officially graduated
[02:10:45] from the world where we're really
[02:10:46] talking about campaign metrics, things
[02:10:48] like um you know, tracking clicks, to
[02:10:51] really being in a space where this is
[02:10:53] all about business outcomes for
[02:10:54] advertisers. And we've been on that
[02:10:56] journey for a long time, but it really
[02:10:57] feels like we've come to the other side
[02:10:59] of that.
[02:11:00] The other thing, and hopefully people
[02:11:01] see this in some of the announcements
[02:11:03] today, is we're really moving into a
[02:11:05] world where measurement is not just a
[02:11:07] report card, it's not about looking
[02:11:09] backwards and saying, "Oh, here's the
[02:11:11] proof on how I've performed." But it's
[02:11:13] actually becoming the fuel for
[02:11:15] performance moving forward, and becoming
[02:11:18] more predictive. So, it gives marketers
[02:11:20] a lot more data to make great decisions
[02:11:22] on. The through line obviously here is
[02:11:24] AI is impacting all aspects of from
[02:11:28] creative to the ads to the way that we
[02:11:31] can measure and report.
[02:11:33] Um and activate. We are going to dig
[02:11:36] into several of the announcements we've
[02:11:37] just heard about on stage, specifically
[02:11:38] around YouTube, creative, and new ad
[02:11:41] experiences in AI mode. So, Chris, let's
[02:11:44] start with you. Sylvanus and Vidya, she
[02:11:47] they both showcased several new ad
[02:11:50] experiences that your team's working on
[02:11:52] for AI mode. And Vidya mentioned
[02:11:55] specifically that we aren't just putting
[02:11:56] ads in AI experiences, we are
[02:11:58] reinventing what an ad is. Your team is
[02:12:02] behind that, it's no small task. So, you
[02:12:04] spoke a little bit about the changing
[02:12:07] consumer behavior, but how are those
[02:12:10] changes that you're seeing in AI mode,
[02:12:13] AI overviews shaping
[02:12:15] is work that you're doing on ad
[02:12:16] experiences. So, we've always been
[02:12:18] really focused on trust, on ad
[02:12:21] healthiness and relevance, as well as
[02:12:23] advertiser value. The difference is
[02:12:25] that, you know, expectations have really
[02:12:27] changed. The bar is so much higher these
[02:12:29] days. So, let's just take trust for
[02:12:31] example.
[02:12:32] You know,
[02:12:33] definitely what you see in the ad
[02:12:35] formats we show today, as usual, they're
[02:12:37] clearly labeled as sponsored, right? So,
[02:12:39] with direct offers, we've designed it so
[02:12:41] that, you know, users can only get a
[02:12:43] better deal. They can't be charged more
[02:12:45] with this product. It's simply working
[02:12:47] for them to find them more value.
[02:12:49] Another thing that's really striking is
[02:12:51] the change in relevance. These days, the
[02:12:54] context matters so much. So, the users
[02:12:56] come to us with a very long and complex
[02:12:58] query. It's very hard to understand that
[02:12:59] query with sort of traditional methods.
[02:13:02] And then there's a very rich AI
[02:13:03] response. And we need to match the ads
[02:13:05] not just to that more complicated query,
[02:13:07] but also to that rich AI response. And
[02:13:10] so, we're really leveraging Gemini
[02:13:12] to match the ads to the query now.
[02:13:15] And that's really changed like the
[02:13:16] quality, I think, of the results that
[02:13:18] we're giving and the healthiness of the
[02:13:19] response. Now, this brings me to
[02:13:22] keywords, long been a North Star of
[02:13:25] intent. And your, you know, you type in
[02:13:28] a few words, you get results back on
[02:13:30] search, YouTube. That is changing, as
[02:13:33] you've been explaining. So, what is
[02:13:36] requiring a lot of rewiring, mindset
[02:13:39] shift for advertisers. AI Max was built
[02:13:41] to help respond to these shifts. And
[02:13:44] we've also heard ways today about how
[02:13:46] PMax and Demand Gen are also
[02:13:49] getting better at understanding intent.
[02:13:51] And so,
[02:13:53] PMax and AI Max were very much
[02:13:55] emphasized as the ways to show up in
[02:13:57] these new ad experiences on an AI mode.
[02:14:01] Question again also from our live Q&A
[02:14:04] that has come up is, "Why are AI Max and
[02:14:07] PMax the ways to buy these new ads? And
[02:14:10] what can they enable that standard
[02:14:12] shopping and search campaigns cannot?
[02:14:14] Yeah, so there's really two important
[02:14:16] parts to this.
[02:14:17] So the first is that the query stream
[02:14:20] has materially changed. So we're seeing
[02:14:22] a lot longer queries, much more complex
[02:14:24] queries with like very interesting sort
[02:14:26] of constraints on them. The users are
[02:14:28] coming to us with much harder problems.
[02:14:31] And you know, it's just very difficult
[02:14:34] to ever choose keywords manually that
[02:14:36] can match these queries. And we're
[02:14:37] seeing a lot of benefit from using
[02:14:39] Gemini to look at the context of the AI
[02:14:42] response as well as user's query and
[02:14:44] decide what ads are relevant. And so
[02:14:46] it's very important that advertisers
[02:14:48] enable automated targeting so that we
[02:14:51] can match their ads better to these
[02:14:53] queries.
[02:14:54] And the second part that you sort of saw
[02:14:56] in the formats that video announced
[02:14:58] today is that we're trying to
[02:14:59] dynamically generate the creative text
[02:15:01] at query time to better answer the
[02:15:03] user's need. And what we're really
[02:15:05] clearly seeing in the user research is
[02:15:08] that users are expecting answers. They
[02:15:10] don't just want like results out to a
[02:15:12] page, they want to have a better
[02:15:14] understanding of why the ad is relevant
[02:15:15] to them. So that text customization part
[02:15:17] of PMax and AI Max is really critical
[02:15:20] for advertisers to adopt. The the thing
[02:15:22] we've also heard a lot from advertisers
[02:15:24] though is that they worry a lot about
[02:15:26] control. So we've been listening very
[02:15:27] carefully to advertiser feedback. And
[02:15:30] that's why we announced the AI brief.
[02:15:31] And so the idea here is that yes, we
[02:15:34] need to adapt this creative real time,
[02:15:36] you know, to really understand the
[02:15:38] user's needs and and sort of explain the
[02:15:39] why. But we also have to do it in a way
[02:15:41] that, you know, respects the
[02:15:42] advertiser's brand message and gives
[02:15:44] them the sort of control over the
[02:15:45] audiences that they want to target as
[02:15:47] well. And so the AI brief really rolls
[02:15:49] all that in into one. So there's like
[02:15:51] the targeting aspect to it, there's the
[02:15:52] creative messaging part to it, and we
[02:15:54] think that this is a really great way
[02:15:56] for advertisers to take advantage of all
[02:15:58] this AI sort of matching and and text
[02:16:00] customization in a way that fits their
[02:16:02] goals and gives them the control that
[02:16:03] they need.
[02:16:04] >> And that's building on the text
[02:16:05] guidelines that we already had and that
[02:16:08] will roll automatically into AI brief
[02:16:10] and there were at least a couple of
[02:16:12] formats that were specifically
[02:16:15] tailored for lead gen advertisers which
[02:16:18] I'm sure a lot of our
[02:16:20] our audiences excited to see. Christine,
[02:16:23] data and measurement are so important
[02:16:26] for ensuring that lead gen advertisers
[02:16:28] can generate quality leads and we've
[02:16:31] talked about this in depth in a recent
[02:16:34] lead gen episode and Gaurav talked on
[02:16:37] stage about the compounding effects of
[02:16:40] data strength and we've also announced
[02:16:42] more tools to help do the heavy lifting
[02:16:45] for advertisers. So, what do you see as
[02:16:47] the biggest opportunity for lead gen
[02:16:50] advertisers in particular to improve
[02:16:53] their data and measurement game? Yeah,
[02:16:56] so I mean data data data in all formats
[02:16:59] is something we talk a lot about. I
[02:17:01] think one of the
[02:17:03] very interesting things is is a
[02:17:04] continued evolution of our access or
[02:17:08] implementation of tagging but very
[02:17:10] importantly for lead gen advertisers as
[02:17:12] well.
[02:17:14] One of the things that we announced that
[02:17:15] I'm really excited about is bringing the
[02:17:17] simplicity of tagging through Google Tag
[02:17:20] Manager into Google Ads and Google
[02:17:22] Analytics. So, regardless of where you
[02:17:24] are as a marketer you will have access
[02:17:27] to that upgrading of your tags.
[02:17:30] In addition to that, of course we've
[02:17:32] spent last few years really talking
[02:17:34] about the importance of bringing in
[02:17:36] offline data as well as identifiers in
[02:17:40] through data manager and I think the
[02:17:42] importance for lead gen advertisers is
[02:17:44] really being able to shift from that
[02:17:46] place where you're just looking at
[02:17:48] volume on some of that early signal
[02:17:50] things like somebody completed a form or
[02:17:53] clicked through to a website and
[02:17:55] actually being able to bring back in the
[02:17:58] value that comes on the other side. So,
[02:18:01] for lead gen in particular we see longer
[02:18:03] sales cycles or longer decision cycles.
[02:18:06] And so, being able to get that data back
[02:18:08] into our systems ultimately is what
[02:18:11] fuels your AI products even better,
[02:18:13] right? So, we don't just want to drive
[02:18:16] leads, we want to drive high-quality,
[02:18:19] high-value leads for marketers. And so,
[02:18:21] building those connections continues to
[02:18:24] be critical. And I think also the point
[02:18:27] about I just wanted to go back to the
[02:18:28] Google Tag Manager and just underscoring
[02:18:32] the fundamental importance of tagging. I
[02:18:34] think it's something that
[02:18:36] people set it and forget it, do it once,
[02:18:38] don't come back to it.
[02:18:40] And so, having
[02:18:42] Tag Manager accessible in as an
[02:18:45] analytics I was very excited to see
[02:18:46] that. Very exciting. And obviously, like
[02:18:48] we've had an evolution in tags, right?
[02:18:51] So, if you look at what we've done with
[02:18:52] Google Tag Gateway in particular, this
[02:18:54] is about helping marketers enable
[02:18:56] signals that ad blockers would have
[02:18:58] otherwise sort of stripped from your
[02:19:00] view of your campaigns. And not just
[02:19:03] drive a more accurate view of
[02:19:05] attribution, but actually that helps you
[02:19:08] like feed back into optimization, which
[02:19:10] is the compounding effect that Gorav was
[02:19:12] talking about today. I know we've
[02:19:13] [clears throat] not today, but have
[02:19:15] recently announced more partnerships for
[02:19:17] Google Tag Gateway to be able to more
[02:19:20] easily implement that.
[02:19:21] >> And more coming. So, we're very excited
[02:19:23] about that.
[02:19:24] >> We also announced some other things for
[02:19:26] measurement. Attributed branded searches
[02:19:27] has been is largely rolled out at this
[02:19:30] point.
[02:19:31] We also announced new qualified future
[02:19:34] conversions and campaign type
[02:19:36] attribution. So, what are you excited
[02:19:37] about in this area and why?
[02:19:40] Well, I'm excited about all of it.
[02:19:42] I think I'll start I'll start from the
[02:19:44] bottom of that. So, campaign type
[02:19:46] attribution has been a request from
[02:19:49] marketers for a very long time. I think
[02:19:52] many people know as a default in our
[02:19:54] conversion attribution, we do
[02:19:56] conversions across all campaign types
[02:19:59] within your Google mix.
[02:20:01] And I think in particular for the
[02:20:02] campaign type of demand gen leading a
[02:20:05] consumer down the path to conversion,
[02:20:07] there's always been a question of what
[02:20:09] role has it played in that conversion
[02:20:12] path for consumers.
[02:20:15] And so what campaign type attribution
[02:20:16] does is actually allow marketers to look
[02:20:19] at the direct link that demand gen has
[02:20:22] in that attribution path and see that,
[02:20:25] which is a more apples-to-apples view
[02:20:28] for what we also get a lot of requests
[02:20:29] about to other social platforms.
[02:20:32] So really it's about isolating that
[02:20:34] demand gen performance and really
[02:20:36] understanding how it's influencing
[02:20:39] future conversions as well.
[02:20:40] >> the full spectrum of where it's
[02:20:42] assisting along the way. Okay.
[02:20:44] >> You've also mentioned attributed branded
[02:20:47] search,
[02:20:49] which is an exciting new metric that as
[02:20:50] as you said has mostly rolled out,
[02:20:54] but really this is about linking after a
[02:20:57] user is exposed to an ad, did they then
[02:20:59] go and take a search for your brand or
[02:21:02] your specific product, which we know
[02:21:05] through a lot of research is highly
[02:21:07] connected to future intent. But it's a
[02:21:10] metric that gives marketers that
[02:21:12] real-time view of what's happening and
[02:21:15] how your campaign is ultimately driving
[02:21:17] more people again through that funnel.
[02:21:19] We've seen in
[02:21:21] different categories that marketers
[02:21:23] actually can use that information on
[02:21:25] attributed brand searches to really
[02:21:27] predict future market share, future
[02:21:29] sales. And then the qualified future
[02:21:31] conversions is is very much in that
[02:21:33] category, too. It looks at signals like
[02:21:36] attributed brand searches, but
[02:21:37] importantly a lot of other signals that
[02:21:41] consumers do after being exposed to an
[02:21:43] ad. And what it does is really
[02:21:45] mathematically predict what future
[02:21:48] profitable growth would look like for
[02:21:50] that marketer. And so I'm really excited
[02:21:53] about this because we know decision
[02:21:54] cycles for consumers can be longer, and
[02:21:57] so this allows marketers again another
[02:21:58] tool to recognize things that might come
[02:22:01] further downstream. And both uh
[02:22:04] attributed branded searches and
[02:22:06] qualified future conversions are always
[02:22:09] on in the UI. It's not something that
[02:22:12] you need to run experiment tests for or
[02:22:15] >> Correct. So, these are intended to be
[02:22:18] really strong proxies for marketers to
[02:22:20] make decisions on. So, speaking of
[02:22:22] demonstrating the value of YouTube,
[02:22:24] we're on the topic of video. Josh, you
[02:22:27] demoed the ability to generate text,
[02:22:30] images, and video in Asset Studio on
[02:22:33] stage. So, for businesses who haven't
[02:22:37] had a lot of creative resources, what
[02:22:39] are some of the tips for them to get the
[02:22:41] most out of Asset Studio?
[02:22:44] Yeah, I mean, this is really cool
[02:22:45] capability. I think you you saw it in
[02:22:47] some of the visuals on stage, but being
[02:22:48] able to go from just like an idea, a
[02:22:50] general concept of of what you want to
[02:22:52] show and how you want to kind of convey
[02:22:54] your business to like having a full
[02:22:56] slate of all of the headlines,
[02:22:57] descriptions, images, and all the
[02:22:58] different aspect ratios, and now videos
[02:23:00] is a really really uh remarkable
[02:23:02] capability. And so,
[02:23:03] uh I think the first call out would just
[02:23:05] be try try out the tools. Um
[02:23:07] see what you can come up with.
[02:23:08] Experiment with a few different creative
[02:23:10] messages, and sort of it gives you a way
[02:23:12] to almost have real-time feedback for
[02:23:13] yourself on what's working really well.
[02:23:16] Um the other area where we're seeing a
[02:23:17] lot of businesses start to take
[02:23:18] advantage of these tools is uh the
[02:23:20] reality that there's so many different
[02:23:22] formats, there's so many different
[02:23:23] surfaces across Google Ads that
[02:23:25] historically it's been really hard to
[02:23:26] like
[02:23:27] develop a creative that works really
[02:23:29] well in each of those different
[02:23:30] contexts. You might only have, you know,
[02:23:32] the budget to shoot one video, and
[02:23:33] you're not necessarily going to have
[02:23:34] short-form vertical videos plus
[02:23:36] in-stream plus all of these other
[02:23:38] formats that you need to show up really
[02:23:39] well across all of YouTube. And so, um
[02:23:42] that ability to try out a much broader
[02:23:43] diversity of assets and make sure that
[02:23:45] you're um showing consumers an ad that's
[02:23:47] really specific to what they're looking
[02:23:48] for and really specific to the surface
[02:23:51] that they're seeing it on I think is is
[02:23:53] uh not new and something that's going to
[02:23:54] help a lot with driving performance,
[02:23:55] getting results, um and making sure that
[02:23:57] the ads that consumers see are relevant
[02:23:59] and match what they're looking for.
[02:24:00] Absolutely agree with trying it out,
[02:24:02] testing it, exploring what's there. I
[02:24:04] think also one of the things that's so
[02:24:06] interesting about it is that you can
[02:24:08] bring in um assets from Canva and other
[02:24:12] platforms. And also, if I'm not
[02:24:15] mistaken, you can share ad for creative
[02:24:18] reviews with the rest of your team,
[02:24:19] stakeholders, clients, um Over and over
[02:24:22] we heard, "Hey, it's my my creatives in
[02:24:24] Google Ads are like one piece of a much
[02:24:25] larger ecosystem and I need to be able
[02:24:27] to take the work that I'm doing in
[02:24:29] products like Adobe and Canva or in my
[02:24:31] own digital asset management system
[02:24:33] uh and it's actually quite hard to like
[02:24:34] bring those over into Google Ads and
[02:24:36] tailor them in all the right ways so
[02:24:37] that you're showing up in all these
[02:24:38] different campaigns. And so, um a big
[02:24:40] part of what we've developed is an
[02:24:41] easier way to bridge those assets over
[02:24:44] so that they just show up in your
[02:24:45] library, you're able to customize them
[02:24:46] in just a couple of clicks and tailor
[02:24:48] them so that they're set up really well
[02:24:50] for Google Ads. And then to your point,
[02:24:51] you might need to then be able to like
[02:24:53] share the previews of what those updated
[02:24:55] assets look like uh with your marketing
[02:24:57] department, with legal and other
[02:24:58] stakeholders to make sure they're
[02:24:59] comfortable um reviewing them before
[02:25:01] they run. And so, both that ability to
[02:25:03] bring things easily into Asset Studio
[02:25:05] and then to be able to share them out
[02:25:06] when you need to are uh capabilities
[02:25:08] we're seeing a lot of interest and and
[02:25:10] engagement on. Great. So, it's supposed
[02:25:11] about in
[02:25:13] giving people more creative resources
[02:25:15] and improving creative workflows.
[02:25:17] >> Exactly, yeah. All right. Also, uh the
[02:25:19] AB asset experiments in Asset Studio is
[02:25:22] really interesting. We heard a lot of
[02:25:24] excitement about this as well. So, can
[02:25:26] you share a little bit more about how it
[02:25:28] works? Yes, I would love to. Um this is
[02:25:30] where I like this format cuz we can go a
[02:25:32] little bit deeper than like what you
[02:25:33] would see on stage normally, right? Um
[02:25:35] so, I think about like sort of two
[02:25:37] categories of what we're bringing
[02:25:38] forward with these experiment
[02:25:39] capabilities. Um category one is sort of
[02:25:41] like a well, why do you need to run
[02:25:43] experiments on creatives? You know, you
[02:25:44] have all this data about uh, the
[02:25:46] click-through rates and conversion rates
[02:25:47] and so on of your assets. Um, but the
[02:25:49] reality is that only tells you half the
[02:25:51] story. Um, if you're just looking at
[02:25:53] your kind of historical time series
[02:25:54] data, uh, that doesn't actually tell you
[02:25:56] how those assets incrementally
[02:25:58] contributed to your performance.
[02:26:00] Um, so to give an example, you might
[02:26:01] have, uh, you know, a particular image
[02:26:03] or particular video that has relatively
[02:26:05] low click-through rate. And you might
[02:26:06] think, oh, well, that must mean it
[02:26:07] doesn't perform well. Um, but it could
[02:26:09] also just mean that it tends to get
[02:26:10] shown to users who who already had a
[02:26:13] relatively low click-through rate, and
[02:26:15] that asset might still be incrementally
[02:26:16] helping their performance. If you really
[02:26:18] want to understand what message is
[02:26:19] working best with your customers, you
[02:26:21] have to run an AB experiment. It's the
[02:26:22] gold standard for causality in figuring
[02:26:24] out what is driving results. Um, now,
[02:26:26] the other half of it is that, um, I can
[02:26:29] say this as someone who's worked on
[02:26:30] experiment products for years, it's
[02:26:31] historically been a little bit painful
[02:26:33] to run experiments in Google Ads. And
[02:26:35] so, what I'm really excited about the
[02:26:36] new capability we're rolling out is it
[02:26:38] makes it really easy to just swap out
[02:26:40] your creative messages. And so, when you
[02:26:42] have an asset you want to test, it's
[02:26:43] basically one click, and all we're going
[02:26:45] to change is those two assets, and you
[02:26:47] can take a look and actually get the
[02:26:49] full read out of how did that affect
[02:26:50] your performance, what incremental
[02:26:52] results did this new asset drive, and
[02:26:54] you don't have the kind of messiness of
[02:26:55] your campaigns getting copied and lots
[02:26:57] of other things getting out of sync. And
[02:26:58] so, uh, makes it much more approachable
[02:27:00] and easier to use. And ultimately, that
[02:27:02] means you're going to be able to see
[02:27:03] what messages are actually driving
[02:27:05] incremental performance based on
[02:27:06] whatever your business goals are in a
[02:27:08] way that just wasn't really possible
[02:27:10] before. So, to close out, I want to
[02:27:11] recognize that this is an incredibly
[02:27:14] dynamic time in advertising, and the
[02:27:16] pace of change can often feel quite
[02:27:19] overwhelming. Um, I think you also,
[02:27:21] though, have all spoken about the pace
[02:27:23] of change for the work that you're doing
[02:27:25] and how fast things are moving. And, uh,
[02:27:30] that means that advertisers have to also
[02:27:32] keep pace with this change, and change
[02:27:34] management is difficult. So, in that
[02:27:36] spirit, what is one action item that
[02:27:39] marketers can put on their schedule for
[02:27:42] next week to hit the ground running? Why
[02:27:44] don't we start with you, Josh? The first
[02:27:48] thing that I'd want people to try is to
[02:27:49] create. Uh it's really interesting how
[02:27:51] we're seeing the role of marketers
[02:27:53] evolve. You're getting a lot more levers
[02:27:54] and a lot more inputs to help tell the
[02:27:56] story that you want to tell, and then AI
[02:27:58] is enhancing it and helping make sure
[02:27:59] that it's showing up in the way that you
[02:28:00] want it for all of the different
[02:28:02] audiences you want to reach across all
[02:28:03] of these new surfaces and formats,
[02:28:05] making sure it's relevant for them,
[02:28:06] making sure it's engaging. Um there's
[02:28:08] also a connection to goals as well. Uh
[02:28:10] to your earlier point about bringing in
[02:28:12] uh that kind of lower funnel lead lead
[02:28:14] data, that's actually really important
[02:28:15] for creative as well because that helps
[02:28:17] you understand what are the messages
[02:28:18] that reach people who don't just fill
[02:28:20] out a form, they actually go on to
[02:28:22] become paying customers, and they
[02:28:23] actually drive value for for your
[02:28:24] business as an advertiser. And so, I
[02:28:26] think there's a a synergistic effect
[02:28:28] here where as you try out some of these
[02:28:29] new creative messages, if you have the
[02:28:31] right measurement set up, if you're
[02:28:32] using the types of automation we've
[02:28:34] talked about, you're going to very
[02:28:35] quickly be able to learn what's actually
[02:28:37] resonating, what's actually driving
[02:28:38] those business outcomes that you care
[02:28:39] about. So. And creative can be an
[02:28:41] optimizer in that way, right? It finds
[02:28:43] audiences that you wouldn't otherwise
[02:28:45] think it would find.
[02:28:47] >> That is such a good point. I love that
[02:28:48] because uh I think this comes up often
[02:28:51] when people we when we've talked about
[02:28:53] this in other episodes as well, when you
[02:28:55] see an asset that is getting maybe
[02:28:59] minimal impressions, but it is driving
[02:29:01] performance, and often that can just
[02:29:03] mean it's you're reaching a niche
[02:29:05] audience that you would not have reached
[02:29:07] otherwise without that asset being part
[02:29:10] of the combination. So, great. All
[02:29:13] right. Uh Chris, what would you say? I'd
[02:29:15] only want to give one. Okay. You know,
[02:29:17] we spoke about how in order to like try
[02:29:19] out these new formats that we're
[02:29:20] experimenting with in AI mode, that you
[02:29:22] need uh to adopt AI Max with text
[02:29:25] customization. So, that's something
[02:29:26] advertisers they can go and they can do
[02:29:28] today. Um but you know, But also working
[02:29:30] on a bunch of other things in AI mode.
[02:29:32] And I'm really excited about direct
[02:29:34] offers.
[02:29:35] You know, we've seen some really good
[02:29:36] early traction. We decided to put a lot
[02:29:38] more effort behind this experiment. And
[02:29:40] so, the other thing I'd really love
[02:29:42] advertisers to do is try out these new
[02:29:43] experiments like direct offers and tell
[02:29:45] us what they think about them so that we
[02:29:47] can bring that back into the product and
[02:29:49] and keep innovating together. Great. And
[02:29:52] Christine?
[02:29:53] Uh data data data. You know, we really
[02:29:55] see that having a good data setup from
[02:29:59] both tags as well as offline data, that
[02:30:02] becomes the big competitive advantage
[02:30:04] for marketers. And so, if you have not
[02:30:06] yet established both your updated Google
[02:30:10] tag gateway as well as bringing in data
[02:30:12] through data manager, that would be the
[02:30:14] place I would start. But then, also
[02:30:16] don't forget we have big announcements
[02:30:18] in Google Analytics about linking a lot
[02:30:20] of third-party data and impressions as
[02:30:23] well as cost data
[02:30:25] so that you can actually really start to
[02:30:26] see the full consumer path. So, lot lot
[02:30:29] of different ways to connect data and to
[02:30:32] bring more collective insight to your
[02:30:34] decision-making. So, often hear concerns
[02:30:37] from advertisers with either long sales
[02:30:40] cycles or they feel like they have low
[02:30:43] conversion volume for the that end
[02:30:46] conversion. And are hesitant to get
[02:30:50] started with their data action plan
[02:30:53] because they feel like they're already
[02:30:55] behind. What do you say to those
[02:30:57] advertisers?
[02:30:58] >> first and foremost, start with what you
[02:30:59] have. But also, you don't have to start
[02:31:02] at the end to the most perfect data set,
[02:31:05] right? So, of course, we have some
[02:31:07] marketers that have gone through the
[02:31:08] trouble of assigning lifetime value to
[02:31:11] every person who's converted and that's
[02:31:13] really powerful data. But if you're not
[02:31:15] there, that's okay. There's probably a
[02:31:17] lot of steps in between
[02:31:19] that actually will really fuel and give
[02:31:21] insight into all of our AI campaign
[02:31:24] types that you've you've about today.
[02:31:26] So, I think it's important to start with
[02:31:28] what you have. Uh, we also, as we talked
[02:31:31] about a little bit earlier, we have a
[02:31:32] lot of partnerships and connectors out
[02:31:34] there, so explore some of the
[02:31:35] partnerships uh, with maybe some of your
[02:31:38] CMS providers, et cetera, um, so that
[02:31:41] you're connecting the pieces that can
[02:31:43] actually, you know, feed back in. All
[02:31:45] right, that'll do it. A huge thank you
[02:31:47] to Christine, Chris, and Josh for being
[02:31:48] here today. It's been so exciting to
[02:31:51] wrap up our first season of Ads decoded
[02:31:53] here at Google Marketing Live. And
[02:31:55] remember to catch up on everything from
[02:31:57] today, visit Accelerate with Google, and
[02:31:59] thanks for tuning in.
[02:33:34] >> Mhm.