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Recent and upcoming features explored include:
Andraéa LaVant Founder & President of LaVant Consulting and KR Liu, Head of Brand Accessibility at Google, came together for a powerful conversation centered around inclusion and the impact of making marketing accessible to everyone. LaVant shared her experience working in the nonprofit sector where she discovered that people were afraid to address disability. Both Liu and LaVant highlighted the importance of inclusion and accessibility within marketing and why it’s so important: Recent and upcoming features, updates, and stats explored include:
If you weren’t able to attend, we’ve got a full recap of the event below complete with trending topics, speakers, case examples, hot takes, and more!
In Google’s research with TalkShop, they found that in the US, 75% of people agree that YouTube provides unexpected inspiration. That’s why Google just announced that product feeds, previously only appearing in streams, will now appear in more places like YouTube Search and YouTube Shorts
Saurabh Sharma, Senior Director of Product Management at Google delivered an engaging session covering Google’s plans for privacy and measurement.
Google Marketing Live 2022 Keynote Recap
Recent and upcoming features explored include:
After three years with only a virtual audience, Google Marketing Live 2022 #GML2022 brought brands and advertisers a global hybrid experience, with in-person viewing events taking place across the globe, and folks virtually tuning in for the livestream worldwide. From automation to privacy, Google Marketing Live 2022 had plenty of exciting new and evolving updates to share.
Product improvements in Google Ads
To help brands meet changing consumer behaviors, Google is testing highly visual and immersive ad experiences in both organic results and through shopping ads. These ads can be swiped or tapped on to see even more product detail, reviews, and more.
- New ways to work, learn, shop, and be entertained, that were propelled by the pandemic
- Enduring “research reflex” that drives consumers to regularly seek out detailed information both online and offline
- “Omnibuyers” having the flexibility and freedom to shop across multiple channels with less friction
He shared some of the ways that Google thinks about the future to answer 3 key “hot to” questions:
- “A few years ago, computers couldn’t tell the difference between a dog and a cow. Soon, you’ll be able to instantly glean insights about multiple things around you by exploring the scene using your camera.”
- Immersive Views in Google Maps allow you to actually explore a destination and the surrounding area, not just get an address
- Automated Summarization, as it is referred to is a feature coming to Google Chat soon. “Our machine learning models can now instantly summarize the main points from a long document.”
He shared some of the ways that Google thinks about the future to answer 3 key “hot to” questions:
- Window Shop on Google – creating a visual product feed that includes product reviews, style guides, and vivid images. Users can also filter by style, fit, and brand.
- AR in Search – Google believes that AR will become the next permanent staple for people to interact with brands and products digitally. AR is now coming to Google Search where brands can upload their 3D product renderings to give users a true look and feel of a brand’s product in their space.
Driving Results for Your Business
He shared some of the ways that Google thinks about the future to answer 3 key “hot to” questions: In Ready’s session, he explained that even though shoppers are returning to shopping in-store, they did not decrease their digital usage and that it’s more critical for brands to have an online presence than ever before. Ready then presented the three core themes for Google Marketing Live which included: Reimagining What’s Possible, Results, and Resilience.
To close the session, Thygesen also sat down for a thought-provoking chat with Sarah Harden, CEO of Hello Sunshine, where they discussed: According to Ready, “Shoppers are seeking new and immersive ways to connect with the brands they love, to discover new ones, and to explore new products. This insight made it possible for us to ‘Window Shop’ on Google search last year, a first step towards letting shoppers have a more visual and engaging experience.”
– Evan Kirkpatrick, VP, Shoppable Media at Tinuiti
“Let me be clear; it’s not about virtual worlds. It’s about making the real world better today by bringing in the best of what the digital world has to offer to the real world. It’s about enhancing our reality to address actual needs via cutting-edge technology that makes our services multi-sensory and multi-modal. And the machine learning and automation tools that make it possible is the same technology that let us do what we’ve always done—put our coolest innovations in your hands, power the next generation of Google Ad experiences, and help you connect with consumers and grow your business.”
What’s Next? What Works Now?
He shared how getting privacy right is an important part of Google’s mission and that it is possible to grow a business while still guarding user privacy along the way. He highlighted Google’s top privacy commitments:
“Ads was actually one of the first teams at Google to implement machine learning into our products, and we remain the largest use-case here. Machine learning is just central to everything that we do.”
Liu ended the session by sharing Google’s mission of accessibility within their technology including live captions within Google Meets. She wrapped up by sharing a real-world example of how Google is incorporating accessibility to better assist those with disabilities.
YouTube Updates
- Setting clear objectives
- Studying regional Search trends
- Using automated tools to scale globally
Performance Max allows marketers to buy Google ads across a variety of platforms including search, YouTube, Maps, and more. Weyand also announced that marketers can measure and optimize store visits and local actions. Users will be able to also bid and measure towards physical store sales, aligning with Google’s “one store” approach.
Coming soon:
Tina Weyand, Sr. Director, Product Management, Retail Ads at Google, started her session off with a common thought many marketers have today – keeping up with consumer behaviors and shopper demands can be difficult. Weyand challenged viewers to look at these demands not as a problem, but as an opportunity.
- Right place, right time marketing strategies
- Innovation in storytelling
- Building brand loyalty
Making Marketing Accessible
The Internet has transformed every aspect of our lives and Bill Ready, President, Commerce, Payments & NBU at Google shared how that transformation has impacted and will continue to impact commerce on Google.
“We’re experiencing an incredible moment in history. How brands and shoppers connect digitally and in-person is being radically transformed right before us. Intuitive shopping will continue as our everyday norm, and as it does our goal at Google will remain, to create the most delightful experience for shoppers all while helping businesses thrive,” Madrigal says.
– Allan Thygesen – President, Americas & Global Partners, Google
Sharma highlighted how Google’s goal is to keep users in control of both their data as well as their ad experience. He also covered new and improved launches like ‘My Ad Center’ which will allow users to control the ads they receive on Youtube, Search, and Discovery. Users can choose to see more or fewer ads with Google’s new mission control experience.
Philipp Schindler, Senior Vice President and Chief Business Officer at Google, kicked things off via video, with all other presenters taking the stage to address a packed audience at Google’s Bay View Campus.
Thygensen shared insights learned from the past two years and how digital leaders gained 5% market share in the pandemic vs. peers. He notes a few common trends among those brands including how they created agile and responsive marketing for the short and long term. He highlighted a beauty brand called The Ordinary and how in the midst of change, they thrived by:
“Consumer expectations around convenience, ease, and initiative shopping have never been higher. Plus our dependence on ecommerce and omnichannel experiences means that it’s not only about the idea of meeting shoppers where they are, the next level is seeing our physical and online stores as one,” Weyand says.
