Heat. Heat. [Music] N. Heat. Heat. [Music] Heat. Heat. [Music] Heat. Hey, Heat. [Music] Woohoo! Everybody [Music] [Music] Oh wow. Oh a a [Music] Wow. Hey. Hey. [Music] [Music] Heat. Heat. [Music] [Music] Hey, hey, hey. [Music] [Music] Heat. Hey, Heat. [Music] [Applause] [Music] Heat. [Music] Heat. Heat. Heat. [Music] N. Heat. Heat. N. [Applause] [Music] Heat. Heat. [Music] Heat. Heat. Heat. N. [Music] [Applause] [Music] [Applause] [Music] Hey, daddy. [Music] [Music] By everybody boo. [Music] [Applause] [Music] Data. Boo. Heat. [Music] Heat. [Music] Baby, hey. [Music] Honey Bing [Music] Bing By 3. [Music] [Applause] [Music] [Applause] [Music] [Applause] Heat. Hey, Heat. [Music] [Music] Down. Got it. [Music] Booy [Music] boomer bum b. [Music] [Applause] [Music] Data. Booy. [Music] Heat. Heat. [Music] Ding ding ding ding ding ding ding ding ding ding ding ding in the morning. [Music] [Music] Heat. Heat. [Music] [Applause] [Music] [Music] Bonnie bunny. Hey, hey, hey. [Music] Hey, hey, [Music] hey. Ready? [Music] Ready. [Music] Have you seen the lineup? It's incredible. Okay, stand by to rehearse everyone. 5 seconds. 4 3 2 1 [Music] Hello and welcome to Google Marketing Live AMIA, our digital show built for you to share the latest innovations across Google and YouTube. I'm Nihal Arthan. I'm thrilled to be here taking you through this morning's show alongside Stephanie Davis, VP of Google Customer Solutions, Amir. Oh, thank you so much, Nihal. We are here with you for the next 60 minutes broadcasting from Dublin, Ireland on a beautiful spring day, just a short walk from Google's European headquarters where thousands of Googlers from over a 100 different countries support you, our valued customers from across Europe, the Middle East, and Africa. And speaking of people across the region, we have captions and translations available. You can find them on the right hand side of your screen. Now Stephanie, it has been quite a big week for Google, hasn't it? It has indeed. It is a week of big news and exciting launches. Just this past Tuesday at IO, we pulled back the curtain on a whole host of innovations for our consumer products. I'm personally excited about our AI mode for shopping and try on me. And uh you should be too. You know why? I'm almost afraid to ask why. Okay, let's start with what was your wardrobe brief for today? Okay, don't dress like you usually do, which is like you've dressed up in the dark. Uh something uh cool but comfortable, I think. No kind of crazy patterns and also not to wear white because I would disappear into the background. Wow, you look fabulous. But I would like for you to imagine Google's AI helping you find a few outfit options out there out of the 50 billions of possible listings and then having a try on me showing how those would look on you. That would save me so much time. It would me too. But while I'm really excited about those consumer launches, I am even more thrilled about all of the ads innovations being shared here at Google Marketing Live. big moment. Now, to give you an idea of what to expect, here's what's coming up on today's show. Our global ads leaders, Dan Taylor and Christine Turner, will be sharing the latest product announcements across Google and YouTube. And since 2015, our accelerated growth team, one of our specialist accounts teams here in GCS, has partnered with over 35,000 brands. I am so proud of their incredible work and I can't wait to tell you the story of just one of the brands that they have worked with and I'll also share some of the actions that our most successful advertisers are taking. Plus, our panel of product experts, the people behind Google Ad Solutions will be here to answer your questions live from performance to YouTube and especially important measurement. Now, whatever you're interested in, send us your questions using the comments section below and upvote questions from others. We'll be answering as many of your top questions as we can. Here's the word live. Live. And you're not just hearing from Google today. We have lined up some of your colleagues and fellow advertisers to share their successes and their challenges, perhaps sparking an idea for your next campaign. Fantastic. That's all coming up on today's Google Marketing Live. But first, let's get a behindthescenes preview from our president of Google AMIA, Debbie Weinstein. Hello everyone and thanks for tuning in to Google Marketing Live. I'm here in the auditorium where our biggest innovations will be announced shortly. They're designed to help marketers navigate a world that's increasingly complex. People are seamlessly and simultaneously streaming, scrolling, shopping, and searching. The name of the game is being where consumers are. And only Google and YouTube get you in front of your customers across all four of those behaviors. Let me unpack this. Every year, we see over 5 trillion searches on Google. That's trillion with a T. Today, AI is enabling people to ask questions in entirely new ways and enabling us to provide answers in entirely new ways, too. For example, when it comes to asking questions, Lens combines the best of Google AI and the latest computer vision to allow people to search what they see. Lens searches grew 65% year-on-year with more than a 100red billion visual searches already this year. And one in five of all lens searches has commercial intent. Then we have Circle to Search, a new way to search without switching apps on over 250 million Android devices. We see it resonating in particular with younger users. Young people who've tried Circle to Search, they now use it to start more than 10% of their searches. Gen Z are also the heaviest users of Google search overall. Next, when it comes to providing answers, AI overviews allows us to answer questions that were too complicated to be on a single page before. AI overviews now reach over 1.5 billion users every month in more than 200 countries and territories. People love it. As more people go deeper with AI overviews, they're increasingly happier with their results and they're searching more often. We know you have questions about what this means for your ads and your business. Let me say this. Ads will continue to be an important part of every search experience. They're often the most relevant answer to the query. Now, let's talk about streaming. From 12 second dance shorts to 12-hour study with me live streams, there is only one YouTube. And for more and more people, watching TV means watching YouTube. Around the world, people watch more than 1 billion hours of YouTube on their TV screens every day. Which brings me on to scrolling. Views of Shorts on connected TVs more than doubled in the last year. Across all surfaces, Shorts has over two billion monthly active users, and it's growing fast. Engaged views grew by over 20% in the last quarter alone. And shopping is massive on YouTube. Viewers spend an average of over 90 million hours daily watching shopping videos on YouTube. And across Google, people are shopping more than a billion times a day. Together, search and YouTube are essential parts of shopping, from discovery to decision. Now, some may say that people are increasingly discovering products through social media, but research shows that the incidence of social inspired spontaneous purchases is low. When a new product, brand, or retailer is discovered, Google or YouTube are a part of that journey two out of three times. And even when social media platforms are in the mix, 72% of the time, people are using Google or YouTube first. Keep in mind that social platforms in many cases are actually capturing intent from Google on your website and selling it back to you as discovery. And when people do discover something on social, they still use search to make their final decision. Together, Google and YouTube are trusted by more users in their purchase journey than leading social media platforms. To summarize, your consumers are predictably unpredictable. And they're searching, streaming, scrolling, and shopping on Google and YouTube because of our reach, because of our innovation, and because they trust us. But don't just take it from me. Let's see some of that in [Music] action. Feeling I get when I'm surfing is like no other. ladies. Time to move some cows. I love weightlifting and [Music] boxing. When you've got 400 cows, 300 chickens, pigs, crops, pumpkin patch, and an on-site cafe, there's no such thing as a normal day on the farm. Go on, give us a kiss. The good thing about surfing is you can do it in any weather. I wouldn't say I'm a pro by any means, but when I get to travel, a surf spot is never too far away. Let's do this. Family means everything to me. We are very close, and they support me in my passion for sports. [Music] Being the fourth generation farmer in the family to run the farm, that doesn't mean I had to follow the rules. I like to stay ahead of the trends by watching Farm Tube videos on YouTube. It's a real community hub and great for learning new techniques from farmers around the world. I enjoy the hybrid of boxing and weightlifting. My coach and friend John using Google search to find the right kit means I can always perform at my best. I'm still working on my technique flow. There are always ways to improve. [Music] I'm conscious about my carbon footprint, so I'm always researching ways to travel more sustainably. Fashion is my second hobby. I love fashion. When I see an outfit that I like online, I circle on my phone so fast to find out what it is. I love my clothes. Maybe a bit too much, but what can I say? I can easily get carried away with online shopping, too. My latest purchase was a Shepherd's Crook, a proper [Music] bargain. One of the many benefits of being abroad is being able to try all of the delicious local foods. But if I'm honest, my language skills could do with a bit of a polish. That's why Google Lens is a lifesaver. The ocean is a complicated system. Gemini is my guide for finding the best spots at certain times of the year, understanding the tides, and finding out where locals love to serve. At the end of a long day, AI overview saves time and helps me research new techniques, but not before I've fed the baby anger's calf. Talk about a handful. I do like to try and catch the wave before the wave catches me. [Music] Oh my gosh, I absolutely loved that. I really did. Who knew that a farmer in Bath is a fan of AI and that there is a whole farming community out there on YouTube? That's what I love most about Google and YouTube. It's how people use our platforms in their own unique ways. But all of these new behaviors do sound like it's going to make a marketer's job even more complex. It can. The digital landscape continues to rapidly evolve and it can be hard for a marketer to keep up. It's hard for me to keep up. Uh but that, my friends, is exactly where AI swoops in to save the day. And with Google being a thought leader in AI, oh yes, I have heard about that Nobel Peace Prize. Oh, it is pretty special actually. And it's that thought leadership and it's the breakthroughs that we've had that has led us to the latest Gemini models which are capable of reasoning. And then there is cloud which has had over 3,000 advancements in the last year alone. And then we have our powerful algorithms which are constantly learning from our billion plus user products. All of that comes together to be Google's AI advantage. And we want brands and agencies to be able to make their business advantage as well at scale with ease and delivering the optimal return on investment. So that's why the tagline for GML 2025 is your customers are unpredictable, your marketing doesn't have to be. And I love that. I love it too. Our top advertisers understand this well. Some of the best experts in AI powered marketing are actually here at GMO and we got a chance to chat with them about their wins, challenges, and top tips. Let's hear what they had to say before we head to the main keynote where Dan Taylor, VP Global Ads, will share the latest ads innovations. Take a look at this. [Music] Your ideal as a brand is if people are telling all of their friends and family about it. A lot of our customers when we survey them, they're so lovely about toast. They absolutely rave about it, but they actually don't want to tell their friends. They want it to be their little secret. Google is obviously huge in helping us overcome that problem. We were really on the search space and then when PMAX launched, we quite quickly started using it and really fast it's become our bread and butter. Recently we've started testing demand gen and not just focus on conversion. Our Google team have been extremely helpful. The toast team is really small. So it feels like they are there to suggest new ideas to guide us and also to tell us what other people are finding successful. At rituals we have many stores around the world and opening one every working day. And one of our biggest question is how does our biggest store the digital store play a role in that world? [Music] We uh are managing an omni channel marketing strategy and it's really important that we understand what role rich.com plays in this whole environment of own shops and and shop in shops. We understand better which customer is a digital only customer, which customer is a retail customer and which customer is an omni channel buyer. Google search has helped us with this omni channel approach because we now understand that an omni channel buyer is much more valuable to us than a digital only customer or a retail only customer. PMAX uh has a big impact for our omni channel [Music] strategy for the last months in average we have 1.5 CPI which is great amazing we growing so fast I really appreciate all supports from Google I love P search because it's capturing uh uh the internet of people people are on Google and they are looking for your brand or they are simply trying to solve a problem and you have to be [Music] there. We started from Italy in 2017. We soon expanded to Spain, Germany and France. And now we are still expanding. My Google team is amazing. I never found a team like this. So uh understanding of the business needs, so understanding of the business itself expanding internationally. It wouldn't be the same without this specific team in [Music] Dublin. The only way to take advantage of the new era of search is with AI powered campaigns. Enter the Power Pack. The Power Pack is the next level generation of Google's ad solutions. It'll drive performance with advertisers across search and YouTube. First, Performance Max, or Pmax, as the cool kids call it. Last year alone, we shipped over 90 Pmax quality and back-end improvements that boosted conversions by more than 10%. Those changes benefit all advertisers that are using Performance Max automatically. But you asked for more visibility. You want to know how that campaign is working under the hood. So, we recently announced channel performance reporting for PMAX and it's entering open beta today. And you'll be able to see exactly how PMAX is performing across formats and channels. So, if you were on the fence about using Performance Max, now's your chance. Let's talk about search. Many of you are running dedicated search campaigns and you need all the latest AI tools and so that's why we built AI Max for search campaigns. It's the newest member of the pack and it is built specifically for the evolving search landscape and it's literally a one-click enhancement to your existing search campaigns. Seriously, one click or tap if you're using your mobile phone and your search campaigns are instantly ready for how people are searching today and also the ever evolving search experiences of tomorrow. Many advertisers have been using AIAX for search campaigns during our beta program, and those who did can achieve 27% more conversions at a similar cost per action or return on ad spend compared to those campaigns that were mostly using exact and phrase match keywords. So, one question for you, are you as ready as I am to rock and rorowass? All right, next up, let's get ready for smart bidding exploration in search. It's going to help you find new, high-erforming searches that you didn't know existed. Here's how. Google AI and flexible rorowaz targets are going to team up and fuel an advanced algorithm. This brings in new conversions from more of the searches that matter for your business. And this isn't just like one of those tweaky updates. This is our biggest leap in bidding technology in the last 10 years. Speaking of big leaps, let's talk about demand genen. I work very closely with the demand genen team as they rolled out over 60 improvements in the past year. Things like faster campaign ramp up because nobody likes to wait and performance boosters like bidding upgrades and the result 26% increase in conversion dollars spent per dollar through demand genen campaigns. So there you have it. Powerpack, Performance Max, AIAX research campaigns, and demand [Music] channel. Selena Gomez created Rare Beauty because she wanted to break down the standards of perfection. Jenzie is the hardest generation to market to because they're savvy. They're discerning. They want to take a picture of this product, find the review, and get their information right away. And we have a very small team. We've needed to lean into AI to make sure that is powering our efforts so that we're showing up in as many places as possible. Search is playing a a growing role with the customer journey. When we've incorporated YouTube into our search strategy, we're driving significantly higher search volume from new customers as well as our existing customer base. Consumers are shifting towards AI tools to summarize and condense that information, asking for things like what's the best blush product for my skin type. Our search strategy has driven a 7x return on our ad spend. And it's not only driven increased sales on our own website, but it's also driven traffic and conversions on our partners at Sephora.com. What Google AI and YouTube have helped us do is meet our consumer along this ever evolving consumer journey. I don't know about you, but I'm ready to rock and roll ass. Now, ads in AI overviews, channel performance reporting for PMAX. All those are big announcements, aren't they? They are indeed. uh something that we've all anticipated perhaps but a gamecher for our performance advertisers nonetheless. But you know what else gives me immense pride? It is the relentless work that our teams put into perfecting our core products. It is all about delivering on that top tier ROI that we strive for. Are you talking about power pack? I remember last year we talked about the power pair. So, how is there some more P's coming power pack different, Stephanie? Oh, it is an awful lot of P's, isn't it? Well, the power pack is an evolution of the power pair, which was search ads plus PMAX. In this year's power pack, we still have Pmax, but now we have channel reporting. We have AIAX for search, a one-click advancement to search campaigns. And now we also have demand genen because the most effective marketing is not possible without visual and video formats. Speaking of which, let's hear some more from our advertisers and what's really worked for them in video before we head back to the main stage to hear what's new with YouTube and apps. [Music] So this year was very exciting. We launched the S25 family. Uh this is S25 Plus. So Samsung as you can imagine has big awareness but product we needed to launch it very powerfully. [Music] We wanted to test the YouTube shorts versus other vertical video formats on other social platforms. Amazing results. Um retention versus the other social platform was uh two times higher. Then we had double digit engagement and the people audience that saw our uh tech features of the phone were three times higher versus the other social platforms. My name is Sen Boskite and I'm the founder of the sleeping product brand Celesta. We are mainly focused on a problem solving duvet. It's like a duvet with a fixed cover and you don't need to make your bed sheets [Music] again. Biggest win of last year was absolutely working with Google's accelerated growth program. We start pushing very professional YouTube ads with them and the growth was yeah absolutely fantastic. Our team has been growing from 15 to 45 people in the company daily since we started working with Google's accelerated growth program. In the beginning we only created like one YouTube content creation day a month and after a year we were even able to build our own studio and hire a full-time camera woman with quite some famous creators. So, we've been nominated for the Netherlands YouTube Work Awards, and that's absolutely fantastic. Overall, when you look at YouTube as a platform, for us, it's where a lot of our customers are. So, it is something that's really becoming a more relevant piece of our marketing mix as we move down the [Music] road. YouTube is a good growth driver. helps build this uh a level of reach and uh population penetration within this target audience and at the same time also is a very digitally relevant platform which really connects this traditional offline media buying with more of this digital social media side of things and kind of really bridges that gap completely for us they understand very well our business objectives and uh they support till the measurement part which is very crucial uh and very important for us. Google has the strongest data in the game. So, I'd love to spend my marketing euros on Google to be the number one people searching for in my product [Music] [Applause] [Music] niche. You can't talk about discovery without talking about YouTube. YouTube's the most dynamic discovery engine. And when it comes to actively prospecting for new customers on YouTube, your go-to solution is demand gen. In fact, on average, 68% of demand genen conversions come from people who didn't see the brand ads on Google search in the last 30 days. All right, so we're reaching people. But how do you know you're reaching the right new prospects and measuring the impact of that work? We're giving you new prospecting controls and reporting. So, for example, if you want to focus purely on finding fresh new audiences, you can exclude people who have searched for your brand or watched your YouTube content or visited your website. It's that easy. YouTube itself is getting more shoppable. So, one example, new signals help a spot when somebody is clearly ready to buy, taking them straight to checkout. I love how easy this experience is. We're also bringing in new shopping experiences into the living room. Shopping ads on connected TVs allow viewers to explore and interact with products and then complete their purchase on their [Music] phones. Then there's YouTube Shorts. I like to think of it as your newest visual storefront. 58% of people surveyed said Shorts ads introduced them to new brands and products, much higher than other platforms. So, with that in mind, we're making buying on Shorts even smoother. If you see an ad that you like, you can tap it, explore products, all without leaving the app. Just keeps you right in the flow. Creators are the heartbeat of YouTube. There's a unique bond. There's a trust between creators and their fans. That's why I'm really excited to talk about this next launch with you, the new creator partnerships hub in Google Ads. This is your one-stop shop for brands to unlock gamechanging collaborations with YouTube creators. Now, let's talk about apps. App users are often your most profitable and valuable customers, but you've got to make sure that you've got your web experiences and your app experiences connected. We're doing more to help you understand how your web advertising leads to installs or downloads of your apps. So, we've updated Google Ads reporting so you can now see how your search, your shopping, and your PMAX campaigns are driving downloads of your app. That's why target rorowaz bidding on iOS is back and better than ever, fueled by Google's latest enhanced AI powered models, and advertisers that have been using it are seeing a 22% increase in return on ad spend. And finally, to enhance your iOS app campaign's effectiveness, we're plugging in additional secure firstparty signals via ondevice conversion measurement. So more insights, better optimization, all while protecting user [Music] privacy. At the go agency, we specialize in high impact creator first strategies that work across all markets and all channels. And our partnership with Google helps us to bring this to life at scale. Together, we combine influencer creative with Google's AI powered ad placements to ensure we're putting the right content in front of the right audiences at the right time. We help BP drive downloads of their new loyalty app by combining engaging creator content. With Google's advanced capabilities, we consistently deliver market beating results throughout the funnel. We achieved a click-through rate four times above benchmark, leading to new users. What really allowed this to cut through is the authenticity and cultural relevance of YouTube creators. YouTube is the platform users trust. 98% said they're more likely to trust a recommendation from YouTube creators versus other social platforms. The power of authentic creators, a clear vision, and Google AI creates limitless possibilities. There's only one YouTube. [Music] Chris is so right. There is only one YouTube. We've just heard all of the latest research performance and now YouTube announcements. Some really big innovations there, Stephanie. Yes, there are. And we have a lot of questions coming in as well. This is actually my favorite part. It's our viewers who ask such insightful questions. And to help answer those, we've lined up a panel of Google's product experts, the people behind the announcements that you've just heard. Let's say hello to Erica, Brian, Ragu, Brandon, Bessie, and Jonathan. Yes. Love that. Right. Okay. Our first question, it goes straight to you, Bessie. It is from Alex at Nielson Holidays. How should advertisers allocate their budgets across Google search, display, discover, and video? That's a fantastic question and I hear this a lot across all different markets around the world. So, as of today, we have a G4 budget planning alpha that can allow you to plan across all of those channels in addition to the media mix uh your entire media mix that's being tracked on G4. upcoming will also include some social integrations as well. Um, if you're using SA3, you have performance center to plan across search shopping and PMAX and DG is coming up too. Last but not least, if you're using Google Ads, you can plan across shopping and PMAX within performance planner too. Bessie, thank you. Is really helpful. Thank you. And this next question is also popular because it has been upvoted a lot in the live stream and uh Ragu I think you are best positioned to answer this. What can companies do to stay relevant and visible in the AI overviews era? Okay. First and foremost on the organic side our recommendations existing recommendations continue to hold uh focus on content that is useful, unique and relevant to your users. One nuance I would add on top of that is to think multimodal, think image, video, content along with what you have right now. Uh for ads, Brandon, you want to share a couple of tips? Yeah, on the ads side, we recommend leaning into products like AI Max for search campaigns or performance max, which combine automated targeting to trigger in these new environments with a creative that's tailored to the user experience and stays on brand for your business. That's great. So AI is important, but some things stay true. Building content, people first. Thank you. Okay, another question's been upvoted. Brandon, you're going to handle this one. It's from Elizabeth saying, "What are the key differences between AI Max and Performance Max in terms of automation and creative control?" Yeah, great question. Um, it's really important because when we designed AIAX, we wanted to make sure that there wasn't sort of a false choice between the search performance in AIAX for search or the search channel in Pmax. And so actually on the search channel, you're going to get the same great performance whether you use AI max for search or performance max. And we're working to make sure the transparency and the controls are also going to be more shared across both of those products going forward. Brandon, thank you. Jonathan, I'm going to put this one your way. It comes in from Archer. Uh, what are the benefits of having Demand Gen and PMAX campaigns working alongside each other? And does this have an impact on PMAX lowerfunnel activity? Of course. Uh love this question. We definitely view demand genen and performance max to be complimentary solutions. I think you've heard about the power pack. Um so uh we've done some internal testing and we see that adding demand genen alongside performance max can add 14% more conversions to your overall performance. So I would definitely view these campaigns as working together to drive your lowerfunnel performance goals. Um, one of the ways this works is you can bring uh to demand genen a lot of your instincts on the audiences that you want to target, the channels now that you want to run on and the creative that you want to specifically uh push um and and that that's kind of uh what you can bring to life in demand genen whereas pmax will uh drive the most efficient conversion across all channels. So you can think about those as complimentary ways to drive uh the performance that you want to get. So, some of the same inventory but complimentary in terms of performance. Yeah. Excellent. Thank you, Erica. Yes. Time to go deep on YouTube ads. Are you ready? Yes. Are you ready? Okay. Lucas and Ezra uh sorry, Lucas at EZdras and Etan Consulting says, "How do you balance driving brand awareness versus direct conversions with YouTube ads?" I love this question. It's a question we've been receiving more commonly. Um, I'd say it really depends on where your brand is. So, if you are looking to drive higher brand awareness, your newer brand, I would recommend many of our video reach campaigns. We have three options today. Efficient reach, non-s skips, and target frequency. If you're more focused on driving intent or looking for those in market for certain items, I would recommend our video view campaigns. And then if you're really focused on um driving direct response, we have our demand gen, our PMAX, and our search campaigns. So, we offer a plethora of options across our YouTube ads. It really just depends on where your brand is and how you want to activate. Super useful, Erica. Thank you. It is. And we will hear from Brian. Uh, this question comes in from Caroline. And Caroline asks, "Besides increased transparency, what are the key advantages of using channel reporting for PMAX given that we can't manually select the placements?" That's a good question, Carolyn. Thanks for the question. Uh, I think so. First, I would say there there's an inherent transparency value. So, you know, we heard it from everyone loud and clear. It's important to kind of help you understand what's going on with PMAC. So, a lot of that is like transparency. And then beyond that, we've also seen that advertisers who have tested the channel transparency report are using it for asset uh recommendations and also diagnostics to understand why they may not be performing on certain channels. That's a good tip in of itself right there. Thank you, Brandon. You're so popular. Second question coming your way. Antonia is asking this of you. Uh, Brandon, how will AI Max impact the search component of performance M cam max campaigns that use similar themes or destination pages? Yeah, it's a great question as it gets to sort of the overlap between different campaign types. And so, the short answer is it works the same way it works with search standalone search campaigns versus PMAX today. So we have some trumping rules. When your query perfectly matches a keyword, we try to prefer that. Otherwise, we fall back to ad rank to try to pick what is the most performant ad from this advertiser to send to the auction. So if you're running both, continue to try AIAX and Performance Max and rest assured we'll send the best ad to the auction. That will keep everyone confident. Brilliant. And Jonathan, I'm coming your way again. Uh this one is coming from Hussein Marada at Dunster. And uh this is one uh that I get myself. So, I'm I'm very curious to hear your answer here. Our video ad campaigns are transitioning to demand genen in July. Should I convert now or should I wait? And can I be sure that demand genen will outperform video ad campaigns? Of course. Uh yes, as you referenced, uh there will be an auto migration of v video action to demand genen in July. Uh but you have a couple months and we do recommend that you test now early. Um, I think your account team can probably help you with this and really walk you through the best ways to to test and make sure you're transitioning properly. Um, but we've also launched a migration tool in the UI that can help you in a really seamless way. Uh, and in terms of confidence, we've definitely made sure we've invested heavily uh into this process to ensure there's feature parity across video action and demand genen. Uh, and we actually see that um advertisers who transition with video and image assets on demand genen see 20% more conversions than just video action alone. So hopefully that gives you some confidence to test early and move over to demand genen. I think it should. So with that, a huge thanks to our product experts. Thank you. Those of you in the audience, please do keep sending in your questions for our measurement Q&A later in the show. But before that, time to head back to the main stage to hear from Christine Turner, managing director for measurement, data, and AI on AI powered creatives. All right, let's talk creative. You need high quality assets in every format with endless variations to reach different audiences at scale. But creating that volume manually, nobody wants to do that. That's exactly what our Genai models are built to solve. So now we're taking it even further. Introducing Asset Studio, launching later this year. You can think of Asset Studio as your unified creative destination. Right inside of Google Ads, you can review your creative, generate infinite variations all in one place to boost your performance. Let's say you're running a new campaign for Academy Brand. It's a premium lifestyle and apparel company based in Sydney. Let's give it a go. Start by uploading some product images or selecting them from Merchant Center. You can also begin with professional shots or use ones you just took on your phone like these. Now, to do that, I'll simply describe how I want it to look. Now, check this out. Really amazing quality and it creates a lot of different angles. That is Imagine doing the heavy lifting. And yes, if you want to generate images of people, we've built in safeguards. We also use tools like Synth ID for watermarking so it's clear when content is AI generated. Okay, so images are fantastic, but let's be honest, you always need more video. So let's turn one of these into a video clip. It really brings these cute trousers to life much more than a still image can. PMX campaigns that were leveraging video enhancements have seen more than a 7% increase in conversion value at a similar CPA. Merchant Center is evolving to be your comprehensive brand and content hub and it starts with new features and brand profile. Think of it as your direct control panel for your brand's identity on Google search. Here you can also choose which images show up, edit your business description, and review videos. Speaking of video, Merchant Center now offers a unified video manager. Think of it as mission control for all of your videos, including from your website, YouTube, and social platforms. It will proactively suggest ways to enhance your videos to drive sales and tap into trends. [Music] Great to see generative AI in action and also fantastic that these new features are soon rolling out to all advertisers globally. We work with millions of businesses around the world and we want every single one of them to have great creatives. We also want them to receive the support they need. And uh with that I have something to show you. Let's head over to the screen. H okay. What's that that you've got to show me? Well, you may have heard about AI agents. I want to give you a sneak peek of the Google Ads AI agent. Now, this is super exciting. What does it do? I will show you, but know first that for the purposes of this demo, I'm going to pretend that I own a chocolate company and I want to improve my conversion rate. Uh, please make me head of tasting. Okay. Right. Take it away, please. So, let's first load up the agent. Hi, Stephanie. I see that you have started a new summer sales campaign for your chocolate voyage website. How can I help you today? Well, hi AI agent. I'm seeing website traffic from my campaign, but no conversions. What's going on? Okay, let's take a look at your website. I've confirmed that you have set your summer sale campaign to direct traffic to this page. However, I cannot identify a Google tag on your website. This means purchases happening here are not reflected in your Google Ads account. Would you like me to help you fix this now? Yikes. I'm really glad that you caught this. Yes, please do fix it. I see that you're using Wix for your website. So, first let me find your Google Tag ID and then I can install it for you directly within your Wix dashboard. Okay, now that I have your Google tag ID, let's install the tag on your website. So, you can see now that it's searching for my tag. Implementing. And now my campaign is properly set up. I'll ask it when I'll see conversions. And it tells me when those conversions will come through. And it goes on to give more sophisticated recommendations to help with conversion rate overall. Pretty helpful, huh? Very cool. But when can our viewers try it out? This is coming later this year and we'll be adding support for more sophisticated use cases over time. The AI agent will get better as it learns. And I'm sure you can see why marketers are pretty excited about this. I do. a very useful tool. Okay, time to come back to Christine who has the final set of announcements to share. Yes, and it's arguably the most complicated but also the most essential topic, [Music] measurement. [Music] Our mission at Wise is to make money transfers instant, transparent, and eventually free for our users. So, we need to be very deliberate with how we spend our media budget. Uh because we the way we see is that we're spending our customers money essentially. So, that requires us to be as effective and efficient as possible with our media spend um whilst also aiming to achieve growth. [Music] Our unique approach to marketing and measurement means that we've had to be very creative with our strategy. So valuebased bidding is a key project for us this year. We hope that it will unlock a bunch more opportunities for us here at Wise. We can utilize a lot more of Google's product stack. We're really hoping to roll this one out across markets. Yeah, our Google team has been great. They've been very supportive, keen to understand how we work, what our internal goals are, and what strategies they can help us with to help achieve those things. The most important part of marketing is measurement. I think marketing without measurement is a bit like playing darts with your eyes closed. [Music] One of the bigger changes we made over the past 12 months is implementing a new customer lifetime value prediction uh framework. A lot of uh lifetime value frameworks fail because they're too complex or trying to be too sophisticated from day one. Start small and prepare yourself to iterate. At the chorus office we managing um around 10 brands across three verticals uh for 15 countries um in Europe and uh we are a team of 10 uh media buyers. So with this scales we rely heavily on the automation and on Google AI tools. [Music] I think we have a very strong and unique relationship with our Google team. We meet um in a monthly basis in person. Um everyone sitting together around the table. I think it's very collaborative. Data is king. My advice for anyone working with restrictive marketing budgets is to become friends with your data team. Data science team, marketing science team, marketing analytics. I think what Google brings to the table is that it works. Okay, so you've set up your AI powered campaigns and you're also using AI to build and scale your creative, but is your measurement keeping up? We have built a modern measurement toolkit that will help you maximize every euro you're spending on marketing. better mms, smarter attribution, and faster incrementality. The truth is today only 44% of senior marketing analytics professionals are using all three of these methods together. We want to make that 100%. So that you can win the game of marketing through good measurement. First up, I want to talk about Meridian, our nextg MM, opensource and built for your modern consumer journey. So, we've assembled a global network of Meridian trained partners to help you get started on your MM journey. Google Analytics has long been a great solution for cross channel attribution, but with further improvements this year, bringing even more robust data accuracy, we are now moving to give a clearer picture of the complete user journey with view through and engage view conversions. We are also enhancing our cross channel measurement across Snap, Tik Tok, and Pinterest. And with new cross channel budgeting tools, you can plan and manage your spend directly in Google Analytics. Now, if you want to go deep and understand the real drivers of your campaign performance, then incrementality experiments can give you that assist. So, the real question is, why wouldn't you do this? Well, the most common reasons we hear are time and cost. In order to help with this, we are making incrementality testing easier and faster for all Google Ads campaigns. And you can now start with budgets as low as 5,000. Okay, now this is really important. None of this works without your fuel, your strong firstparty data. Connect all of your data sources from the web store CRM to achieve your peak performance. You will be happy to hear that we have consolidated multiple APIs across Google Ads and Google Marketing Platform into one data manager API. Time to unpack some of those announcements with our measurement panel. Please welcome Jen, Lenning, Elellanena, and Rodrigo. Yes, indeed. Measurement is a hot topic. We always get the most questions on measurement and it's really not a surprise as good measurement helps marketers advertise effectively. And what's also important, it helps prove the value of the campaigns to the rest of the organization. So, let's do unpack the modern measurement playbook. And our first question goes to Jen. Jen, this comes in from uh Acuity Knowledge Partners. How can we effectively target the B2B audience? Targeting B2B audiences can definitely be a challenge, but what we do know is that our advertisers know their own users and their audiences best. So the best thing that they can do is make sure that they're segmenting their own firstparty data with their most highv value customers and then using an infrastructure like data manager to upload that data into the Google system so that we can find those users while they're on the Google platform. Then we can use our AI modeling to find more of those users to really efficiently be able to target. And you can marry that with Google intent signals like company size or industry for us also to use the best signals to most efficiently target for your business. First party data makes the difference always. Thank you, Jen. Elena, over to you. And this is from Ambika from Hugo Boss. I'm a Hugo Boss customer, so I'm very interested in this myself. Uh, we are reluctant to run YouTube campaigns as we can't measure them via Google Analytics, our source of truth measurement platform. So, what to do? Yeah. Well, so I've got good news and better news. Um the good news is that you can measure your campaigns to an extent today. So I just make sure your ads and analytics accounts are linked. That's very important. And uh then you can view the results of your campaign in the advertising module. Now if you want a deeper set of of data and analytics on those YouTube campaigns, the better news is uh as we just saw that Google Analytics is becoming more of a cross channel measurement tool and integrating new data sources and YouTube will be one of those. So soon you'll be able to see even richer data in Google Analytics from your YouTube campaigns. Great. So Hugo Boss will know what I'm buying. Welcome news, I'm sure. And while this next question comes from Carerala at publicist, a lot of up votes. So Rodrigo, a very popular one here. Uh Meridian still requires a data scientist. Will there be a solution for marketers to run it without a data scientist involved at some point? Yeah. Um I'm not surprised that this question was upvoted. I do hear a lot about that across the globe uh from our marketers. Um so two pieces there in within this answer. Number one, we do have tens of third party partners already fully ready to service Marian on our behalf and for customers. Uh and that eases a lot of the load on data scientists for sure. uh and in parallel to that and more future uh we are also working on UI based front-end based ready to go solutions that should make this more democratized for everybody in the meantime third party partners can go a long way for you all thank you Lenning this one's for you from roller from TTEC so Lenning how to do a cross channel conversion tracking with one single tag yeah totally I think uh cross channel conversion tracking is definitely really top of mind for a lot of folks. Um, so this is where Google's invested a lot into our uh tag systems. Um, so you might have heard in the keynote that we just launched uh Google Tag Gateway into general availability. So Google Tag Gateway is a one-click simple implementation where we could place the tag directly onto your domain to drive like higher conversion uplift, better performance, um, and give you more control and transparency as well. So if you use it in conjunction with our existing tagbased solutions such as uh serverside Google tag manager um you could definitely like you know definitely optimize towards the tag uh going forward on your web page. I think thank you super useful advancing technology for sure. Uh and Elanor I think you would be the best for this next question from David DNC. uh why the values associated with Google CPC cost per click and Google Analytics uh differ significantly from the ones in Google Ads interface. So there's uh that that question comes up a fair bit. Um and there's a lot of potential reasons behind it. So these I'll just cover the most common things. So sometimes this is a configuration issue, slightly different configurations in ads and analytics. Sometimes it has to do at the tag level. Sometimes it has to do with the way that ads and analytics measure data differently. So analytics in uh looks at uh at a different sort of scope of events than ads does. So that might also cause cause discrepancies. Another thing to think about is data processing time. So sometimes data will be processed more quickly in one tool than another. So all of these things can be factors, but because every setup is different, I'd highly recommend um working with your account team to to pinpoint exactly where the discrepancy is occurring, but I would also say that the most important thing here is the trend to so to keep an eye on trends rather than than precise numbers down to the down to the digit. Good. Helpful. Helpful. Huge thanks to our measurement expert. I'm personally thankful for them every day and I hope it was helpful for you too in demystifying some of the marketing measurement. Uh for all of you watching, we know we haven't had the chance to answer all of your questions. I've been told we have received over 400 of them, but we will answer the top questions in writing in the coming weeks below. Okay, Stephanie, I just got a crash course in Google Ads, but it's not just about adopting the solutions, is it? I've been hearing the word partnership quite a lot. Oh, I am glad that you picked up on that. The best success stories happen when a brand, their agency, and our Google experts work together. And I have just a story like that to share with all of you. And it comes from a company called Olafly. They turned an idea into a category defining business. Okay, so let's take a look at Olafly. [Music] [Applause] [Music] It all started in 2017 during a trip to Thailand. where our founders Lydia and Pedro struggled to call home. They decided to create a solution for travelers to stay connected anywhere in the world. A highly convenient digital first is once we got the product we needed to get to market. Our initial successes with Google came with search ads just for the territory of Spain where we were capturing demand at optimal target rob. But we wanted to do more. Fly partnered with Google to help them accelerate their growth. We started with media and channel optimization to maximize incremental sales. Then we use Google expertise to help them to scale internationally. We also work together to ensure we made the most out of each market travel peak season. We are working with all of life since early 2023. Always focused in driving growth. We partner with Google on an agile testing methodology so we could test and learn and make sure every euro was spent in the most efficient way. We use Google tools to connect with personalized messages when our solution is most relevant to travelers. For example, in our airport campaigns, this has given us an enormous advantage. The results of AFI achieved are incredible. They have now sold 10 million EIMS. They are now the number one is seen globally by search share. What we can do programmatically thanks to Google is truly impressive. But we are not finished. We can make this partnership even more effective with our marketing mix modeling and incrementality testing. The market is growing super fast and people are traveling more than ever. The opportunity for Lafly is matched with Google capabilities. will continue work together with Olafly and Atarai to ensure that our new product releases take them to the next level. It's been an incredible journey so far and we're excited to offer peace of mind to more and more travelers all around the world. Chowo chiao. I will 100% be downloading Olafly for my trip to Sri Lanka in a few months time. But Stephanie, what should our viewers take away from today's show to achieve similar results? Well, Olafly is just one of the thousands of brands that our team helped to grow every day. Everyone's journey is different, but one thing is certain. Your customers are searching, streaming, scrolling, and shopping. And so that leads to my first takeaway. Be where your customers are in real time. Google and YouTube connect you to them with both reach and trust. Second, AI is giving Google's search superpowers. We can anticipate user needs, transforming curiosity and discovery into confident decisions. And three, there is only one YouTube. YouTube isn't just for branding. It's a discovery powerhouse for reaching new customers. And four, maximize your ROI with the power pack. Take full advantage of our nextgen AI powered solutions, performance max, AI max for search, and demand gen. And finally, fuel your AI. Content and data power your AI. They power it to remix, scale, and optimize your campaigns. Great. Five things for you to take away from today. I particularly like there's only one YouTube. One YouTube. I tied everything into a a football song. Uh that's it for today. Or is it? Have you been keeping something back from me, Stephanie? I am not hiding anything, but I do have one more thing uh to share, and it's a big piece of news for so many of you out there because to make our best practices even more accessible to all marketers. We are thrilled to announce the launch of Accelerate with Google. This platform gives you access to expert insights and advanced product training. So whether you're looking to fuel your business strategy, develop your career, or sharpen Google Ads skills, the program will tailor content to help you achieve your goals. You can register for Accelerate with Google now by following the link at the bottom right of this live stream. And that's where you can find the summary of all ads innovations, the ones we cover today and beyond. Do check it out. But before you log off, we have a big favor to ask for. Please let us know how we did by filling in the feedback form that you see in the same box to the right. We actually read every comment and we do. Last year, you asked for translation. We've added it. You asked that we share when launches are coming. We've signposted it. You loved the live Q&A, so we brought it back. and we want to keep doing a better job every time, every year. So, please do share your thoughts with us. And with that, it's time to say goodbye. Thanks again to our product panel, everybody, to everyone who's sending their questions. And a huge thank you to you for watching. We hope that you've enjoyed the show, and we really look forward to seeing you again next year. Goodbye. [Music] [Applause] [Music] Yeah, hey. [Music] down. [Music] Heat. Hey, Heat. [Music] Heat. Hey, Heat. [Music]