🔴My thoughts on Google’s Marketing Event 2018 – Recap, Analysis and more…

🔴My thoughts on Google’s Marketing Event 2018 – Recap, Analysis and more…


In this video, we’re gonna talk about the
announcement from Google’s marketing event in 2018. All the more coming up. Hey there and welcome back to another video
of measureschool.com teaching you the data driven way of digital marketing. My name is Julian. And today we are live talking about the product
announcements that have come out of the Google event, which was held two days ago. And that’s what a overall put out the strategy
for their marketing platforms and everything they do in marketing, which is particularly
interesting to us digital marketers. So today, I want to give you a bit of my thoughts,
a bit of recap, and a bit of an analysis about these new changes. Now, if you haven’t watched the keynote yet,
there is going to be a link down below where we’re going to link up the complete speech,
which is quite long. So we cut it down for you. And we also have a video here on this channel
that gives you everything you need to know in 10 minutes, one of these 10 minute shortcut
videos quite useful I think. Now, I spent yesterday the whole afternoon
going through this video and cutting down and therefore I had some thoughts going through
this and want to recap for you what was announced. So without further ado, let’s dive in. I want to divide this in three big parts that
I saw and I think are important from key takeaways from this keynote. The first one was that they make everything
simpler in terms of the products and renaming the products actually. So the biggest change here is Google AdWords
will become Google Ads. This has been long coming, I guess, Google
AdWords was at the beginning, just this search product where I sell the AdWords then it expanded
to display to YouTube, and many other forms that I incorporated under Google AdWords. And that’s for they wanted to make this easier
for the customer to say, not say, Okay, this is AdWords, this is what what you can book
on Google. But it’s so much more now. And that’s why they changed I guess to Google
Ads, which is more coherent. And it’s easier, I guess, to to understand. And we will always talking about Google Ads
not only the display, not only the AdWords that you could book on Google, but the iconic
name of AdWords actually will disappear, unfortunately. All right, then whole new names. If you’re in double click, because double
click is now joining the marketing Google marketing program on a platform to Google
marketing platform, which incorporates all assets like Google Analytics 360, Google Tag
Manager 360, Google Data Studio 360, so all these corporate enterprise products that Google
has brought out the premium versions of everything into this Marketing Cloud. And obviously, also the the products that are for non enterprise users,
like what we use Google Analytics and Google Tag Manager will be under this one umbrella
of Google marketing platform. Now, for the consumer. This gets easier, I guess. But there are some new names to get used to doubleclick is retiring, really, and they’re
gonna build something out of that the new names are the Display Video 360 and Search
Ads 360, which was previously the bid manager and the different assets from double click
in one. Now I am not too verse in Double click so
and haven’t played with these tools yet. So I don’t know how much it will affect a
normal market hose working with these products. But then definitely, there’s some new names
to get used to. And we’ll see how Google will cope with this
because they have been changing the names in the past few years for four different products. We have Google Analytics, we had Firebase
Analytics, and we had another Google Analytics for Firebase, then we had Google Analytics
360, the 360 Suites. And now we have that Google marketing platform. So we’ll see how the naming convention will
go on just to something to get used to big change, obviously, from a branding perspective. Now, the second biggest part of this keynote
I want to talk about is machine learning. And there are a lot of products that I get
that get changed by machine learning and AI in general in Google. So if you think about the Google Assistant,
if you think about Android, there are many features that are being put in place from
the machine learning capabilities that Google has built up over the past few years. They are really at the forefront in terms
of putting that into the product, and always announcing that AI or machine learning.,I
would say, rather, is at the forefront of what they are trying to become. And doing right now. It was quite interesting how this affects
our marketing and the capabilities that we have inside of the tools. Why because marketing or the marketing suite
that Google provides, will be affected by it the most, I guess, and also the fastest. Why? Simply because they’re more data points available. If you do advertising over millions and millions
of data points, it’s different to billions, and billions, which will have an AdWords and
all the Google advertising products, especially with Google Analytics, and so on. There’s so many data points out there, it’s
predestined big data for this machine learning effort. The second thing is that Google AdWords or
Google Ads what’s now called is still the main revenue driver of Google and alphabet
but I guess, in essence, and therefore, there’s a lot of pressure and a lot of money behind
it as well. So when you put machine learning to use, do
it first, where the money is at. And that’s why Google does it there. Now, they don’t do it just because of because of these these market forces. But also, they have a surge of interest in
and if you analyze this, I guess it will help marketers in the long run, and it will get
easier marketing. But at the same time, it helps Google. Now Google you need to see that AdWords is
a very mature product already, or Google Ads is a very mature product, we have a very good
platform that we can do advertising on, it brings us results. And performance marketing, it is standard
in our repertoire, right, as digital marketers, and therefore Google has a tough time to grow. Not in a sense that they’re going under, or
it’s going down, it’s more of they have steady growth through online marketing, in general, digital marketing,
in general, it’s the pie that that that is growing and taking away from traditional advertising,
like TV, and so on. But at the same time, they are looking to find ways to grow internally
or to to make growth happen internally. And there are two forces going on, I guess,
in that sense that they can drive that drive growth. One is internally and efficiency. And the other thing is bringing more people
to the platform. Now, when we look at efficiency, it comes
down to really like yield management, they have an inventory of ads, and they want to sell them
more efficiently and more efficiently. And machine learning, obviously, will help
them to decide which ad spot will get to which user at which time. And that’s what we all want, as marketers
as well, right? the right message at the right time for the right person, or the right audience. And machine learning will make this just more
efficient. It’s a general trend here. But I think that Google especially can utilize this because
they have so much inventory, and it will go beyond the Hey, I’m going to put my advertising
on this user or this advertising website, it will go into much deeper algorithms or
areas that we don’t even think about. And the machine can go through, because it’s
because can evaluate every ad spot individually. And that’s not something a human can do, or
a media planner could do. And therefore, machine learning is a big trend
in getting Google AdWords, Google Ads more efficient. And that’s the self service interests of Google
as well. I see this a little bit critical, because the transparency is something that
we have always been fighting for, what if the machine is taking over the the job of
a traditional planner, now, we have great control in AdWords, for example, where and
when we want to place the ads. And for professional AdWords advertisers,
it is one of the things that they do well, or can do better. And then other people if they if they know
too well, but Google itself, if machine learning comes more and more into it, we won’t know
what is actually happening, what is bringing us results, traditionally, it was okay, I
put this money in, I measured her results. And then I get I can do it again, and replicated maybe or,
or optimize my campaign. If the machine does it all for us, obviously,
we have less to do and we get more efficient as marketers, we could do more and that sense. And the other hand, we don’t really know much
more about why it went down, why it went up. It reminds me a bit of SEO were obviously
the algorithm decides whether you get ranked high or low, you can approximate why this
is happening. But maybe not as much as you would have done
if you have all the control. And Google doesn’t take away the control. And in a sense, right. But I will come in more. And who knows if this is something that or
how it’s going to change our world and our work. So machine learning is on one hand, makes
Google more efficient, makes our work more efficient. At the other hand, it makes things more simple. And that’s what Google wants. They want to have more people in the advertising
system. I want to make it easier. Google AdWords is not easy at the beginning. If you’re a beginner, and you just book some
ads, you might as well throw money out of the window. Because maybe you don’t have conversion tracking,
set up goals set up, you don’t know your objectives. You don’t know how to write ads, and so on. Google wants to make this easier with something
called Smart campaigns, they will scan your website, pull out ads, and suggests ads for
you, then it will optimize them depending on machine learning. So these lower advertisers will be served
by system now and will make it easier and easier to the the entry barriers are torn
down by machine learning. So this is on the one hand, very nice to see. Because as a small business, I’m a small business
owner, I sometimes struggle explaining AdWords and benefits to a business. And that’s what the AdWords sales forces out
there independent consultants. But they also know that you can only make
things work in terms of make it really efficient if you spend a few thousand dollars a month
on AdWords. And I hope machine learning can explore that
market in the few hundred dollars one inches, maybe more efficiently than a consultant or
a human being could do. Okay, that’s one trend machine learning. Now, the last trend that I saw is that Google
just brings in new data. There are product announcements from Google
Analytics, there will be cross device tracking available, we will get new analytics partners,
especially with Google Analytics 360, they will either import or you can export data. I didn’t really get that from the keynote. But they’re partnering up with many different
other data sources that will be available in the 360 suite or the Google marketing platform. And they built something called audience center,
is it audience Integration Center where you can integrate the different products of the
marketing platform into each other. So you have the remarketing available in these
in these other products. So these are the three big trends I see. Or the recap here is really the renaming a
bunch of stuff, they’re getting more machine learning into the product. And they’re getting new data sources into
their marketing platform. Now, these were the big trends I saw. There was some product announcements now I
thought there were not that many product announcements or not that exciting product announcements. But I have written down and I went through
the video again, I found quite a few. So if you look at the Google Ad side, then
you add ad types on YouTube, you will have something called responsive search as, and
this is where machine learning really comes in. Basically, you can test more variations and
multivariate testing with the help of this machine. And they will pick the best winner for you. There are landing pages that are now being
built when you have smart campaigns. So if you don’t have a website, they will
build a landing page for you for your local business. And in ads, Google ads or Google AdWords particular
there will be a landing page speed score, that will probably go into the quality score
as well. So the landing page speed score will be another
column that you will be able to look at in your Google Ads interface. Now on the Google Analytics side, we have cross device reporting and remarketing. So obviously also goes into AdWords here. But we will be able to see the data set of people
going from one page and one device to the next. So for example, somebody serves on the phone
will be able to see how he continued his journey on our page. I don’t know how this looks yet, they said,
they’re gonna release this right away, and we can try it right away. But my Google I couldn’t find it yet. So once this comes out, we’ll definitely do
a first look on this channel to show you how this looks like. Then they have some eCommerce integrations
for Shopify, for example, you’ll be able to take your shopping ads and manage them from
the Shopify interface so they are integrating this. They’re also going to have something called
Smart feeds were previously you would need to generate a feed from your Shopify from
your from a magenta store feed that always has
the right product information on it. And Google will have a product now that will
do this automatically. Beginning later this year, they’re going to
bring this out. There’s some new campaign types, for hotels,
for local stores, and so on, you can find out more if you’re interested in that there’s Integration Center, which will integrate
in the marketing platform, these different products. There’s instant reporting for the display
video 360 products, or the double click product that is also new. Other than that, I guess there was some announcements
that were interesting. But we still see how this actually plays out
in the interface or how this plays out in the overall scheme of connecting data together,
especially that data partner program wasn’t quite clear to me what this does for me, as
a marketer. I think it’s also something that is mostly
for the marketing platform. And maybe it is kind of a corporation like
they have done with Salesforce before you can import and export data between the two
tools. So overall, quite interesting announcements
here, I think that it gives us a general idea on how things are going in which direction
they’re going with the marketing products of Google. Machine learning is still a big trend. And I see it an overall scheme, a interesting
development that we need to stay aware of as marketers. On the other hand, I see it a little bit of
a threatening thing. So when I saw this smart product, smart product feature, that is something that traditionally
somebody like me would have set up for business. Now, if Google does that automatically, obviously,
that would be a good efficiency standpoint, and more advertisers will use it. But I don’t want to get into an into a negative mood and saying all the taking
away our jobs, no, but we see this coming with different products and make things simpler,
which is always good. And I think that the only thing that I see
critical, and I never thought about it beforehand, that AI or machine learning or this whole
data trend is actually a another reason for Google to maybe become less transparent, right. So they have this data out there, but for
privacy reasons and what they would they experience from the search product so from SEO is that
they have a proprietary algorithm and who knows how efficient Google AdWords wants to
become, and maybe they will put it into their algorithm and say, Okay, this is now a product
that will give you really good results. But we won’t tell you how we do this. And that’s an interesting point that I have never thought
about in machine learning. Because you have so many variables, you can you can analyze so many variables. And that’s something that we wouldn’t be able
to look under the hood of as a marketer and maybe then we lose a bit of the control of our marketing
which as I advertise up obviously want to have less work. But as marketer, you want to be the one who’s
still the guy who’s driving, right, so machine learning a big trend to watch in the future. Alright, I hope you enjoyed this little recap
and analysis of our Google marketing event of 2018. If you have any thoughts and I’d love to hear
from you in the comments down below. And if you haven’t yet, then consider subscribing
right over there. Because we bring you new videos every week. And also check out this video up there. And if you want to be here live when we record
this then subscribe to the channel with the bell notification icon click. Now my name is Julian. Till next time.

4 comments

  1. Shame I missed the livestream, but luckily there is the recored video. Google's announcements were great but I am a bit hesitant to jump on the ML & AI train. I simply would like to know what brought certain outcome whether it is positive or negative.

  2. Just wanna say thanks for recapping Google Marketing Innovations, i'm an software engineer, not a marketer but still, i've learned a lot from your videos.
    Keep up the good work!

  3. Google says, give us your money we'll make the best decision for you, use "smart campaigns" trust us, we know what's best for you, it's an algorithm. Who trusts Google? Google has one goal, make algorithm that generates more more money for Google. But there are some good new tools for us to use. Thanks for the recap.

Leave a Reply

Your email address will not be published. Required fields are marked *