Norbella Event Recap: Google Marketing Next 2017:
June 12, 2017
Recently several members of the Norbella Digital team attended a livestream of Google Marketing Next in Cambridge.
The event provided an overview of the latest innovations in ads, analytics, and Google Display Network/Doubleclick, including a keynote by Google’s VP of Ads & Commerce Sridhar Ramaswamy and a Q&A with Google Product Managers.
Other key topics covered were the evolution of algorithmic data set analysis (artificial intelligence and machine learning), assisted brand experiences, and the rollout of the new AdWords interface to include Surveys 360, and TrueView video location extensions.
Below is a high-level synopsis of our time there:
AI & Machine Learning
What it is: computer systems “learning” independently (read: without being programmed by a person) to make decisions and predictions based on algorithmic analysis of data sets.
How Google is Using it: Google analyzes both activity and search queries to recognize when users are reaching the buying point, to provide more interesting and relevant ads.
Assisted Brand Experiences
What it is: the idea of creating convenient experiences, removing even the slightest delay that may cause a drop in conversion rate. Making customer interactions smarter with data regarding context, identity, and intent.
How Google is Using It: to create seamless experiences from digital to storefront via Google Assistant which can provide users information on a product, where to get it, if it’s in stock, and directions to get there. All via voice search (as currently 20% of all searches are currently voice.)
New AdWords Interface
What Has Changed: an increased focus on Google accelerated mobile page ads on GDN (increasing load times), consumer life events, and the launch of surveys to AdWords Remarketing lists to gather insights.
The biggest takeaway that Google stressed was their increased focus on using machine learning to improve ad targeting, serving and management.
This concept was disseminated throughout the new features, as was their conflating of multiple programs into more seamless experiences.
Primarily, Google’s stated objective is to use machine learning to better anticipate user motivations and provide predictive messaging and experiences vs. reactive ads.
To learn more about recent innovation announcements at Google, head here for the entire keynote.