[Music] hey [Music] hey [Music] please welcome Philip [Music] [Applause] schimler hello hello welcome everyone in Bay View and those of you watching around the world we have customers from more than 140 countries tuning in right now now and we have more live local events this year than ever before should we say hello to our friends in [Applause] Dublin how about we go to New York okay we can do better strike and New York here New York I want to hear you again [Applause] louder and now to everyone in La hello la yes we love I still hear them we love this energy and stay tuned for 14 gml events coming up in Canada and across Asia Pacific including Japan India Singapore Australia and so many more we have such an exciting day planned for you as part of our 11th Google marketing life we started this event to bring all of you our amazing customers together with product and partner teams at Google to share new Innovations and drive growth for your businesses and most importantly to get your insights and feedback our very first gml was hard to believe it was that long ago in you remember 2013 feels like a totally different era Tila Swift was a country star Harlem Shake took the World by storm I really wanted to do it on stage but I promised my team I wouldn't even come close to it like not even close and here at gml the hot topic was the shift to mobile I'm sure most of you still remember yes I could hear it so today we're here together during another transformative moment perhaps the most transformative yet and of course I'm referring to the new era of AI I talk about the AI transformation every day with Business Leaders around the world a few years ago the conversations were what is AI and how does it work and last year the question was is this real and now every conversation is what can AI do for me and how can I actually implement it as fast as possible how can a help my teams be more productive how can it help me find my most valuable customers how can I use it to drive profitability in my almost 20 years with Google I've never been more energized or optimistic about we can help how we can actually help your business we're working really hard hard every day to be the best partner for you in this new world and here's the magic we think we actually bring to the table number one our leadership in AI research goes way back we started in investing in AI more than a decade ago and many of the biggest breakthroughs in the industry have come from our research teams and the pace of innovation has dramatically accelerated last year we took a giant step forward with our family of Gemini models and this year especially with Gemini 1.5 Pro the combination of native multimodality long contacts and agents are showing us what will be possible for example at IO we showcased project Astra it's our vision for an AI agent that can see hear remember and Converse naturally in real time this is such amazing stuff I'm actually so excited by this technology they played around with it here at gml a little bit have a look hey there what do you see here hello I see a white bicycle with a basket is it new I think so there's a little clue on it can you tell me where I am based on the Clue the bike says Google marketing live are you at a Google marketing live event I am indeed that sounds fun what is Google marketing live oh it's an amazing event you will learn more about it now take a look at this map here on the left side you see our product bars and on the right you see all of our different products wow that map looks detailed what kind of products are featured well let's play a little game here take a look at these sketches and tell me which products they represent I see a drawing of an airplane and a palm tree do those represent travel ads yes well done and what about this one that looks like a magnifying glass would that be search campaigns yes indeed okay so now tell me which bar do I have to go to to find pmax I can't see a map right now could you describe where pmax is located do you remember from the map I show you where it was yes pmax was listed under multiplier performance on the map very well specific location let's go there sounds good take a look at this flowchart here it looks interesting what is it represent well can you tell me summarize it for me please it seems to be describing a process where you input data creatives and settings to achieve desired results is is that right yeah but give me a little bit more information about it it looks like performance Max uses your input to maximize your campaign results across all Google ads channels very well done is there anything else you'd like very well done thank you yo that is pretty mind-blowing right and and you might not have noticed but I ask where the PX demo was and even though the map said performance Max it still figured it out and the flowchart doesn't say that pmax works across all Google channels it just has the icons and it still made the connection wow this is truly just the beginning and will'll obviously bring these capabilities and more to Google products like the Gemini app and web experience soon number two we have by far the best infrastructure for the AI era High performing secure reliable and designed to achieve unprecedented improvements in efficiency our new AI models and algorithms are already more than a 100 times more efficient than they were just 18 months ago but why should you actually care about this well very simple first this allows us to build better consumer products so you can better reach your consumers and second we'll pass those efficiencies on to you via our amazing cloud business number three when when we launch AI into the world it has an impact at Super scale we have 15 products with more than 500 million users we have six products with more than two billion users in over 100 countries we will light up AI across all of these products in incredible ways and you as our advertising Partners will benefit from these amazing new user experiences number four our teams are committed to charting a responsible path forward for AI we have a long track record of collaborating with Regulators policy makers and civil society around the globe we will drive Innovation at speed but with a responsibility you all have come to expect from the leading player in privacy and you might remember the first MRC accredited player on brand safety but the most important point is that none of this will work without our close partnership with all of you our millions of customers and partners around the world across so many ecosystems from advertisers to agencies to creators to developers to Publishers we're committed to helping you succeed in this new era truly committed today you're going to hear a lot about how we bring the best of Google AI to our ads business but like all good marketers it's important to always start with a user and there's one thing we know to be true human curiosity is Limitless every day we see billions of searches and every day 15% of search queries are completely new we've never seen them before pretty extraordinary right and what's even more extraordinary is this this number has held steady for more than a decade but how people satisfy their curiosity is constantly evolving and so is search Larry Page once said the perfect search engine should understand exactly what you mean and give you back exactly what you need and for 25 years that's exactly what we have focused on but this work is never truly done and we love that the reason we began deeply investing in AI many many years ago is because we saw the opportunity to make search better and now with our new Gemini model customized for Google search the Google search that you love will do more for you than you ever imagined last year we started experimenting with AI overviews and have since served billions of queries with this experience it gives us more for each single search a quick overview of the topic with a range of perspectives and links to dive deeper on the web we found that people who use AI overviews actually use search more and are more satisfied with their results and when people click from AI overviews these clicks are higher quality where users are more likely to spend more time on the sites and that's why we are so so excited to announce last week that AI overviews are now rolling out to everybody in the US with more countries coming soon so let's talk about how gen is helping us meet your customer expectations of their search experience and what it means for your business Trend number one the exactly what I want search now with generative AI it's easier to get help finding anything no matter how specific over the last 6 months the volume of searches with five or more five or more words grew 1.5 as fast as shorter quaries compared to the same time period last year not long ago if I were looking for running shoes I would have just searched men's running shoes and compared prices and read reviews and now I can ask Google how to pick the right man's running shoes for beginners with high arches for the record I'm a decent Runner and I don't have high arches but different story all the additional context helps us better match intent with your business a more precise answer with highly relevant links should drive you a more qualified and engaged audience Trend number two complex search Made Easy we all know that sometimes we have very complex requests or come to Google for help with planning these searches typically involve a lot of different steps soon we will be able to handle these for you take for example what are good options for a day out in Dallas with the kids recommend some ice cream shops near each option in the past this would have involved multiple searches and taking a ton of time trying to piece all the info together yourself now it could take seconds you'll soon have an answer that's intelligently organized on the page to help you find the best of the web Trend number three search beyond words Sometimes the best way to get help isn't with a typed search at all four out of five consumers say they'd find it helpful if AI allowed them to search for things that are difficult to describe like that strange vegetable at the farmers market people here actually eat this whatever or that handpainted Pottery you found in Portugal but have no time or no room to put into your carry-on or here's another one Matt I'm sorry you didn't know about this he was wearing a great bumper jacket in the green room today by the way you'll SE seal him soon uh he looks great right and I want one of these we we've been seeing 12 billion visual searches a month using lens and one in every four visual search queries using Google lens has commercial intent we're also really excited that you'll soon be able to search with video all thanks to our latest advances in video understanding so you can truly search anything you see and with cool new Innovations like Circle to search you can search anything on your screen with just a circle highlight swiggle or a simple tab this product by the way was inspired by user Behavior we had been seeing a lot of users especially gen Z grabbing screenshots from YouTube and other social platforms and up uploading them onto lens and now people can do this effortlessly you will hear more about ads and the important role they play in these new search experiences today Trend number four search Beyond answers sometimes consumers aren't looking for fast answers they are looking simply to explore discover Be Inspired consumers are turning to Google to explore options for example search interest for outfit ideas best places to eat with kids uh rainy day activities all experienced double digit growth on average year over-year soon when people come to search for ideas they'll get more than an AI generated answer they will get an entire AI organized page custom built for them and their question let's look at an example say I'm visiting Monterey California I don't really know what I'm looking for so I started with a broad broad open-ended surch like fun places to eat in mon the whole page is now organized into different clusters helping me discover new angles I would never have thought of myself here can read or watch reviews of what the food critics have to say and explore ideas like places with sunset views or seafoot Havens seafoot Havens is actually pretty cool I would have never thought of this one myself this newly organized search page will provide even more ways for your business to be discovered which which is pretty awesome your ads are an essential part of the new search experience and you can talk about Discovery without talking about YouTube who here watches YouTube yes of course you do and you are not the only ones YouTube is the number one most watched streaming platform and has been for the last 12 plus months in the US according to neelon every day on average people watch 1 billion hours of YouTube on CTV and shorts get 70 billion views viewers come to YouTube on every screen and for every format from the living room to shorts to find what they love and who makes up the heart of YouTubes yes creators and generative AI is their next playground it will further democratize the creation of amazing content helping everyone raise the bar on creativity and quality last week we introduced a suite of generative AI tools designed by engineers and creators for creators we're taking imagine 3 our most powerful text to image model yet music sent boox a playground for musical Innovation and vo our Cutting Edge video generation model we've been collaborating with some really talented filmmakers musicians and artist and the results have been simply incredible soon we'll bring vo to shorts opening up a whole new world of creative possibilities for you and your Brands just imagine every creator with the power of AI in their pocket so what does all of this mean for you more creators creating more quality content attracts more viewers which means more reach engagement and R for you we're not just building a better search engine or better YouTube We're focused on opening up new opportunities for your business and that's what today is all about you are going to hear how to put Google AI to work for your business to help solve your biggest pain points and grow your business for the long term and here's what we are hearing from you you want help delivering a huge volume of creative well we are going to show you how you can build incredible creative in second at scale instant photo shoots turn static images to video and flat images to 3D that's very cool you want to make deeper Consumer Connections we will cover lots of new ad formats that make your products look fantastic and exciting new ways to partner with creators you want help with your first-party data strategy so we'll talk about how important data is to fuel your AI and how we are making it way e easier to collect protect and use it you want to drive meaningful Roi we will dive deeper into the new ways to drive measurable profits for your business and prove incrementality and yes I know you care and you want to be in control we will show you how you are every step of the way we have more than 30 new products and features to show you today we have 200 product leaders here and around the world ready to dig in with you on all of this and we have 20 plus Brands and agencies who will share their experiences with you a huge huge huge heartfelt thank you for your partnership and Trust we cannot wait to shape this future together with all of you and now I am pleased to introduce my wonderful colleague who with her team is driving so much of the product innovation in this new era of ads Google's VP and general manager of Google ads [Applause] [Music] [Applause] video thank you Phillip so I've been on the stage a few times but this is my first time up here as the leader of leader of Google's ads business and it feels good wo and that's really because I'm just so proud of the amazing work my team is doing to bring these products to life that help Drive results for you today and in the future uh as you've just heard from Phillip searching is evolving in big ways but it's not happening in a vacuum uh this is really an evolution in user attention just take last night as an example so I was was listening to a podcast my girls were off in the living room watching TV uh with black pink videos trying to learn all their lyrics uh and my son who's a teenager was in his room on his homebuilt computer watching other people play video games apparently that's a thing now watching other people it's like a sport um anyway my point is people have Limitless options to browse and view content across cross devices in fact two of three consumers say making the right purchase decision requires more effort than ever before so being relevant and helpful continues to make content stand out and is even more important now you have to be on every surface they are you have to have the messages and the creative assets that capture their attention and help them build all the confidence needed to make the choices this is where we want to help you in ads our notar Remains the Same uh we've always been a Matchmaker at our core we connect consumers with businesses and when we get this right this matchmaking just feels like magic in fact a search ad is what uh got me interested in advertising in the first place so I was planning this family trip to Italy and we were looking at hotels and uh I saw this ad it was just exactly what I was looking for it had this Boutique feel to it it was close to activities on our wish list and it had a pool for the children and it showed up exactly when I needed it and I booked it right away it was just the perfect match but what really got me interested was was all the tech behind it and now if you think about what goes into understanding the intent behind millions of queries every second and then evaluating tens of millions of potential ads and then choosing the absolute best one for me and all this happens in the blink of an eye we are like talking millisecond latencies here so as an engineer I found this astonishing beautiful really but now that I'm here I know that it was all predictive AI at work and for years it's powered the bidding and audience solutions that match people to ads but then to show that perfect ad on every surface is just super super hard we just don't have all the combination ahead of time and that's where generative AI will unlock enormous New Opportunities and for those of you counting this is my very first mention of gender to AI it did take a lot of restraint but we're going to hear a lot more about it now so last year we were just getting started to use gen for images and it's been helping speed up creative production pretty uh quite quite nicely now speed is great but Effectiveness is essential and so we worked on that because you want us to generate images that are specifically optimized for ads performance so we did not stop at creative there is just so much more you can do with Gen we're already applying the latest Gemini models to deliver more value for you in fact we are using J to teach our other models to improve our understanding of search intent especially for queries that we've never seen before you will see many real examples of gen at work today and we just thrilled with where all of this is headed at the same time it is important to remember jna is still early stage Tech and it just won't get everything right but it's evolving and it's evolving so fast faster than anything our industry has seen before and these models will only become more powerful and helpful as they get grounded in what success looks like for your brand and for your business we see a future where AI will supercharge the entire entire advertising life cycle from building your creative to running your media to measuring results today you take months to build creative assets then you have to set up and run these media campaigns after you run you get your measurement results your team learns from all of this optimized and then you start all over again step by step by step but instead what if these could happen all together think of it as an um all at once growth and efficiency flywheel that's our vision for what AI could do for advertising now building great creative would not take months but days or even hours AI would draw on your hero assets and then create infinite number of variations to achieve true relevance at scale every ad would be a better match for every consumer's context and mindset and feel tailored to what matters to them in the moment now for your media activations you wouldn't have to make trade-offs between precise targeting or growth and Google AI will make real time measurement a reality so imagine launching a campaign in the morning and by lunchtime your creative and media strategies are already being adjusted based on just these initial results AI would even be able to simulate and predict performance pre-launch to help you optimize campaigns even before you start putting any dollars behind them yet I can't stress this point enough no matter how much ai's capabilities improve it is not a marketer there is just too much that requires a human touch I think about it like cameras on our phones you know in the good old days we had a few precious pictures of uneven quality and some deserve to be hidden um but today if you look at the average photo or video it is so much better because of of the tech in fact filters have really helped solve the Aging problem quite a bit but still that does not mean we can all go about shooting magazine covers in other words AI doesn't have taste it does not have Ingenuity and then when it comes to advertising it just does not have your creativity your strategic insights your expertise these will always always be your advantage but AI can help and will help it brings what's been Out Of Reach Within Reach and it opens up brand new opportunities to transform your business that sounds like every marketer's dream right well we believe this dream will be the new reality and it's really what my team and I are building toward now of course this is a multi-year vision so by definition it'll take us a few years to get there uh so let's shift gears and talk about what you can do today and today is all about helping and we have some really fantastic announcements that we know you're going to love but let me start with Google search where generative AI is taking this matchmaking to new heights as you heard from Phillip people are starting to search in new ways from asking more complex questions to searching with images AI overviews will appear in search results when they particularly helpful beyond what search offers today as we continue to test and evolve the search experience we are going to stay super focused on sending valuable traffic to Publishers and creators but then more avenues for user exploration leads to more choice and more Choice leads to more opportunities for advertisers you you may have noticed that we already show ads above and below AI overviews these ads are matched to the users's search query we will now start testing search and shopping ads in AI overviews for users in the US this has been a top ask for many of you and we are going to test and learn with your feedback in mind what is also new with this is we are going to match these ads not just to the query context but also to the information within the AI overview and as always ads will be clearly labeled to make it real let me give you give you an example so we all know this age-old issue when you travel and then you open your suitcase and you find wrinkled clothes even when you've put so many mitigations in place so I recently tried to solve this and searched for how do I get wrinkles out of my clothes without an iron and I know I'm not the only one who's done this uh with the AI overview I quickly found some common travel hacks that sounded promising as I browsed the many options that it showed up I found a really nice fix a wrinkle release spray that I had never heard of before so perfect I want to try that now with this feature I can just click on this ad right away right there and buy it now in the olden days like this morning before this feature launched we would have to go and do a whole new search to figure out how to buy the spray so as you can see we're just making it easier and faster for consumers so that they can take action right away so this is just one example of how we are using gen there are many more and we're going to start with more applications in search ads to tell us more I would like to bring sylvenus to the stage [Applause] thank you Vidia you heard about visual search from Phillip whether you're snapping a photo with lens or circling to search something on your social feed visual search unlocks new ways to explore whatever catches your eye and we recently announced a newly redesigned results page for visual search soon instead of just visual matches you'll see a wide range of results from images to video web links and facts about the knowledge graft it gets people The Helpful information they need and creates new opportunities for sites to be discovered all right let me show you an example say you're at the airport and you're straining to find your bag among the Sea of other black bags on the carousel we've all been there right and that's when you see it this beautiful bright red roller bag and you want it but you have no idea who makes that awesome design or exactly how to describe that model no words no problem just open lens take a quick picture and immediately you'll see options to purchase and for the first time shopping ads will appear at the very top of the results on Lin searches where a business can offer what a consumer is looking for this will help them easily purchase something that catches their eye and next Imagine a world where every search ad is more than an offer it's an experience it's a new way for you to engage more directly with your customers and we're exploring search ads with AI power recommendations across different verticals so I want to show you an example that's going live soon and you'll see even more when we get to shopping ads okay so let's say you're doing home renovations and you need to store some furniture for a few months you search for short-term storage and you see an ad for extra Space Storage now you can click into a new Dynamic ad experience you can select and upload photos of the different rooms in your house showing how much Furniture you have and then Extra Space Storage with help from Google AI generates a description of all your belongings for you to verify you get a recommendation for the right size and type of storage unit and even how much packing supplies you need to get the job done then you just go to the website to complete the transaction and this is taking the definition of a helpful ad to the next level it does everything but physically pick up your stuff and move it and that is cool so let's also take a look at the next evolution of search [Music] I up down [Music] so I've seen that video a few times and I love it because it's amazing to see the new possibilities that search will unlock and AI will help you keep up with your customers no matter where they are or how they search and to help advertisers build better search campaigns with less effort last year we announced the conversational experience in Google ads with just one URL from your website you can get the ideal campaign setup from the start complete with the right broad match keywords and at ad assets and it's already making a big difference small business advertisers that use the conversational experience in Google ads are 63% more likely to publish search campaigns with a good or excellent ad strength and if you want to grow your business on search and Beyond the best way to do this is with something we call the power pair it just rolls right off the tongue here let's try it ready say it Power pair okay some of y'all did it I'm actually impressed rest um so what we mean by this is this is a combination of search and performance Max campaigns and in addition to just being a lot of fun to say it hands down delivers the strongest conversion performance and Roi across all of Google okay let me start with AI powered search if you're not already using broad match and smart bidding in search campaigns you're really missing out why because in just the past six months AI driven improvements to Quality and relevance and language understanding have improved broad match performance by 10% for advertisers who are using smart bidding now when it comes to pmax it expands your coverage on search and across Google's full range of channels finding your best customers wherever they are and most retailers who are advertising with Google are already using pmax and seeing great results and Beyond reach retail get this advertisers who adopt the power pair meaning they add pmax to their search campaigns that use broad match and smart bidding see an average increase of 27% more conversions or value at a similar cost that's huge and now you see why we call the power pair okay so if you do just one thing this is the one to do let's switch gears remember VI mentioned we're also investing in new ways for you to share what success means for your business so you can direct Google AI to optimize for the right things and I can't say this enough setting the right goals is Mission critical so I'm excited to announce profit optimization what we're doing is we're making it officially a new goal for performance Max and standard shopping campaigns so here's an example let's say you have two pairs of sunglasses they both retail for $50 one cost $15 to produce the other cost $25 it'll be easier than ever to use Smart bidding to maximize profit with data from your cart level conversions or cost of goods sold and advertisers who use profit optimization in smart bidding see a 15% uplift in campaigns on average compared to revenue only bidding plus you can easily switch between revenue and profit goals without disrupting performance one more thing we're also introduc producing loyalty promotions so if you have a loyalty program and you'll have a brand new way to tailor promotions in your shopping ads such as highlighting member only exclusive offers or special pricing retailers like GameStop and Best Buy have already joined the pilot after seeing great results with loyalty promotions on their free listings now we all know after you define your goals you still need great creative and assets to fuel your campaign so let me introduce you to Tim who will show you how gen is transforming this process thank [Applause] [Music] you hey everyone what's at the heart of all great marketing breakthrough creative it has to be eye-catching and perform well everywhere consumers spend time but this is a big challenge for both advertisers and agencies customers are spread across a huge digital landscape requiring millions of Creative Touch points and variations to truly connect with them at a relevant and personal level the only way to do this is to move away from manually crafting individual ads and toward AI powered creative that helps you tailor the right ad for each individual user we recently introduced Genai to Performance Max and demand gen campaigns to help you create Assets in seconds and we've been upgrading the underlying technology ever since show of hands how many of you have been testing out gen creative tools any of us half of us trust me this isn't any old tool it has been purpose-built and trained across data of all ads including your specific industry to help you drive performance we found that advertisers who improve their pmax ad strength to excellent see 6% more conversions on average this is the easiest 6% you will ever find performance is critical but your creative also has to be on brand that's why we're introducing new controls to help you share your brand guidelines think of it as a mini brief that helps us understand your brand the way you do let me show you Branch Furniture is a business based in New York that offers modern work furniture for your home or office first let's set their brand colors and fonts you can dial in the exact heex code or add the one we autod detect from your website this is their unique shade of Branch green we'll also find a font that closely matches the one branch uses the most this preview looks good now when you have assets that you know perform well like this one you can simply click generate more like this to get more variants you'll also see a new option to upload images that provide a helpful reference point for generative AI to create novel on-brand images it's super easy and you are in control of how your brand shows up at every step check out this before and after for branch Furnitures ads now let's switch gears and talk about creative for retailers we'll stay with Branch furniture and see how quickly and easily you can test new ideas with your products front and center first we'll select a product from the image editor this gray sofa is super versatile it'll look great in a lot of spaces now let's say I want a different background a living room with plants an exposed brick wall and hardwood floors that's pretty close but this lamp is distracting and we could use more color so let's remove the lamp yep I like how that looks and let's spruce up this wall with a nice piece above the sofa we'll go with an abstract oil painting to bring in that color let's see what it comes back with perfect and finally we'll extend the background so that we can accommodate any size orientation and aspect ratio for all the formats we'll need just like that instant photo shoot even just writing the photo shoot brief would have taken longer than that that was fun now more variants would help so we'll be offering suggestions to show your products in new context here's one of Branch Furniture's bestselling products a standing desk will'll show you different options showing the same desk in different scenes and what you make is yours to keep use these beautiful assets across all your digital marketing or your own properties with everything we build for you from new goals to new creative tools the pmax team puts a lot of effort into delivering the p in pmax and we are really proud of that but it's hard to fully trust which you can't also verify that's why we're launching additional reporting and controls in pmax we already let me show you we already show you the websites and apps your ads run on soon we're adding placement reporting and exclusions for YouTube videos we're also introducing asset level reporting to pmax you'll be able to see conversion metrics for each creative asset to help you understand what is resonating with your customers now I'll invite Nikki to the stage to show you how doubling down on video and visual storytelling can Propel your business forward but first take a look at what this means for tag Hoyer the spirit that we have within tag Hoyer is we Embrace change I joined the brand in 2020 I felt that we have were a little bit too product focused yes we sell watches but we sell something much more every watch has a story behind it in terms of the types of campaigns that we run on YouTube we focus on a little bit more of a longer form but also we do some shorter stuff the spectrum of D storytelling is quite wide and it's it's on purpose the way we work with Google they help us find the right people who are going to be interested in the content and will stick with it for longer we had a 71% increase in search lift and we had 52% increase in adrial combined with double digit reduction in cost it's amazing technology is changing the way we work but I still believe that the human part is very important we have to harness it in the right way and if we do that great things will happen [Music] [Applause] [Music] hi everyone AI is unlocking an entirely New Era of AD experiences including on YouTube YouTube is where millions of storytellers have found their voice and those creators can connect with billions of viewers who come to watch the content they love now these viewers are are not just audiences these are dedicated can't miss a moment fans I'm sure everyone in here is a fan of something right well YouTube is the only place with everything fans love from the big game to the surround sound content the concert to the culture and all the ways they want to watch there's truly only one YouTube on YouTube our AI powered video campaigns make it possible to build connections with engage viewers across instream infeed and shorts for any marketing objective video reach campaigns Drive awareness and video view campaigns Drive brand consideration last year on this stage we introduced demand gen as a way to create new demand and drive conversions on our most immersive surfaces YouTube discover and Gmail demand genen reaches over three billion monthly users as they stream scroll and connect and we're excited to announce that in the coming months demand gen will roll out to display nid 360 and search ads 360 uh we've heard from so many of you that you love demand gen because it's the only campaign type that offers Lial leg segments so we're making Lial leg segments even more flexible by lowering the audience list threshold from 1,000 to just 100 users and this opens the door for businesses big and small to use the important feature let's see how the team at International Fitness brand Les Mills embraced visual storytelling and experimentation to generate demand experimentation is very core to what we do we've always had that test and learn mindset when people weren't able to go to gyms we had the best fitness video content in the world there was a huge amount of competition we had to get really good at targeting our very specific audience and it visual storytelling video is our best performing channel in terms of driving volume demand gen's Creative Solutions allow us to run our videos on all of Google's visually immersive platforms which creates a really compelling visual storytelling experience to help us find and convert new subscribers demand gen drove 561 more signups and a 72% more efficient cost per trial and that was just over a 4we test so since then we've rolled that out to all about other Market we have this constant drive for Innovation and that gives license to the kinds of work that we've done with Google over the past 12 months if we see something is working we just go for it and in this instance the results really spoke for [Music] themselves demand Jen is working for Brands like Les Mills for many reasons visual storytelling can be so inspiring and that's particularly true on YouTube shorts people love YouTube shorts over 70 billion are watched every day now I personally love watching shorts about skiing they're the perfect length to watch someone ski a crazy line and now I always know what the weather conditions are like before I head up to the mountains after two years of ads on shorts we've learned it's really important to include a vertical asset in your campaigns we've seen that that vertical video increases viewr rate over 40% and we're making your ads even better by taking advantage of viewers fun and interactive mindset on shorts to start we're introducing stickers for shorts ads in the coming months stickers make your ads more interactive and better at driving action they'll come from existing elements in your ads account your product feed or your app store listing and they'll be clickable right on top of your shorts ad we're creating ads that feel at home in the feed and that drive action and deeper engagement we're letting viewers double tap ads to like them and I'm telling you they're actually doing this we've gotten over 1 billion likes on shorts ads in the last month along with that viewers can swipe left to go directly to a landing page without having to leave YouTube they can even click into your long form videos directly from your short side and there are instances where image ads can perform well but they still need to feel at home in the feed which is why we're introducing new animated image ads built automatically from images in your account an example coming to demand gen campaigns pulls product images from your product feed and animates them into one unit and don't forget it's so important to add your product feeds to demand gen advertisers who have are seeing an average increase of 33% more conversions at a similar CPA now if you're looking for an authentic presence in the shorts speed it's tough to beat an ad made with a YouTube Creator people trust their recommendations and you can benefit from that trust that's why our new partnership ads powered by brand connect are so exciting you'll be able to use videos made by a Creator and promote them as ads showing up with a co-branded format now these can be from existing collaborations and paid promotions or new sponsored content that you'll create with these creators we'll also show you existing content where creators have tagged your products or mention your brand and then you can start promoting that as an ad and when you've linked a Creator's video into your ads account you'll be able to create new audience segments to connect with viewers of these videos let's see how Pandora used YouTube and Google ads to connect with Shoppers online and in stores is the world's biggest jewelry brand our mission is to democratize jewelry for us it's important to find new ways to improve our brand marketing and continue to be competitive in the Performance Marketing space this year we went through a major Rebrand we started to explore shf in Son of our investments to YouTube we've seen that the total YouTube reach is not only incremental but also allow us to connect with younger customers these customer Journeys can be unpredictable we need to be wherever they are this means staying agile and optimizing performance we do a lot of testing then with AI Google's signals and by using uh store sales measurement with our first party data we've been able to maximize our strategy globally a lot of this comes back to our decision to combine online and offline kpis we were able to see major incremental value using omnian bidding performance Max for store goals and local inventory ads last year total rowers improved over 100% from brand perspective I think we are just scratching the surface of what YouTube can do for us from a performance perspective for me it's much easier now to go to my Chief Financial Officer and ask for incremental budgets because he's able to tell how that extra investment is going to transform value for the company and that's beautiful it just makes life easier for all of us shopping is foundational to YouTube it's in our DNA it's the original home of unboxing videos and get ready with MES and in 2023 people watched over 30 billion hours of shopping related videos on YouTube which grew 25% year-over-year now YouTube's affiliate program is making it possible for people to shop while they watch by allowing verified YouTube creators to easily tag products in their videos in their shorts and their live streams today we're excited to announce that we've teamed up with with Shopify to expand our affiliate program to all Shopify plus and advanced merchants in the US soon Shopify Merchants like BK Beauty will be able to connect their product catalog to the YouTube shopping affiliate program and they'll get detailed insights showing them exactly which creators and pieces of content are driving sales now BK Beauty recently joined our program and they're already seen creators produce hundreds of original videos featuring their products with an impressive 3.5% conversion rate this is just one of the ways we're making it easier for you to shop while you watch the new era of Commerce brings the best of video and search together and that starts with Google here's Matt to show you how [Applause] [Music] [Applause] [Music] does this jacket live up to the hype Google and YouTube are essential destinations for online Shoppers they allow Shoppers to discover new products and do deep product research before they buy I can relate I have a 15-year-old daughter who spends her weekends learning about new trends from YouTube creators and this often results in the following she discovers new brands in her feed she finds something that she has to have and then inevitably she asked for my credit card what are you going to do something that she cares a lot about as do all shoppers is Rich content photos of the product at every angle videos and reviews Shoppers today are demanding and Discerning as they should be today I'm excited to show you how we're helping you deliver on all of this and more last year on this this stage we introduced product Studio it gave you brand new ways to create custom product scenes remove distracting backdrops and quickly increase resolution all using the power of Google AI and retailers are already seeing great results 80% of surveyed users have seen or expect to see more efficiency using product studio and now we're taking it to the next level today I'm pleased to announce two new features in product Studio first we know how important it is that your lifestyle and product imagery be aligned with your brand so we've made it easy for you to create visuals that perfectly match your unique brand Style Just upload one image that represents your aesthetic click generate scene and pick from four options that are totally on brand for you and we're not stopping there we're making it easy to bring your assets to life just give us one image and in seconds our Cutting Edge image to video model will create an eye-catching video it's simple it's beautiful and it brings your products to life in ways that meet today's modern Shopper did you know that more than 40% of shopping searches on Google mention a brand or retailer name you heard that right more than 40% to help you connect better with the shop re you out we've created a new visual brand profile right on search it lets you showcase your Brand's ethos through images videos and reviews for example here you can see images and videos from Elf Cosmetics along with latest deals shipping information and customer reviews and ads will continue to appear on the page along with a brand profile stay tuned on this one we'll roll this out in the months shopping ads are a powerful way for your products to get attention today I'm pleased to announce that we're making these hardworking ads work even harder in the next few months shopping ads will start highlighting key attributes from product descriptions or reviews check out these record players this one is known for having good sound quality and being attractive you can see all this right from the ad AI is also helping us make your ads more engaging so I'm thrilled to announce 3D shopping ad formats soon your Shoppers will see your product in a 360 degree view starting with shoes as a sneaker head I love this feature now I knew that once I said I was a sneaker head all eyes would go in my shoes so hope you like them the 3D view makes online browsing feel way more like window shopping remember the AI powered recommendations that Extra Space Storage is using in their search ads here are more examples of ads that are more immersive than ever like virtual Tryon which is really cool sometimes online shopping can feel like a gamble because it's hard to imagine how something will look on your body we're taking out the guess work so that you can feel more confident shopping online for clothes last year we brought our pioneering virtual Tron technology to search soon we'll be launching in an ad starting with tops and letting Shoppers view how your clothes look on real people of different shapes and sizes and with video highlights your ads become a truly immersive experience we're making this format available for certain ads in apparel and Beauty First the ads include a set of short brand and Creator vide videos chosen by you will surface key quotes from the videos and styling suggestions from your brand the ad unit can offer multiple items so Shoppers can add all their favorites to their cart and check out is a breeze especially if you have gpay integrated on your site one click and your shopping is done how cool is that we're excited to roll out these innovations that can help you establish genuine lasting connections with Shoppers next up my colleague gar thank [Music] you hi everyone I haven't counted how many times you've heard the word AI today but there's one word that is arguably just as important data I talked so much about the importance of data that people have started calling me the data guy I'm not sure how I feel about that but for this audience I will take it because then you will remember that good AI requires lots of good data the more it knows about your business your customers your business goals the better we can deliver for you your first party data drives better business results helps protect your campaign against privacy changes in a few minutes here with you today I'm just really focusing on three things when it comes to data collect protect and use your data think of your first party data like money you spend a lot of time working to collect it you put it in a great Bank to protect it and then the fun part use it to make your life better and it compounds the earlier you start collecting it the more you can do with it we know that collecting data has been incredibly painful for you your company's data is scattered like puzzle pieces marketing's got conversion data email lists and surveys while loyalty programs and customer service chat hide elsewhere we've heard from some of you that assembling this picture can take weeks or even months we're on a mission to make this much easier for you today we're announcing that Google ads data manager is now available to everyone it may not sound like the most exciting Innovation but I promise it is it dramatically simplifies the process of bringing all your First partyy Data together in one place first of all no more manually cleaning your data no more organizing it and no more uploading it over and over and over with just a few clicks you can have an active pipeline of all your data from part Partners like Salesforce HubSpot Shopify or Zoho our goal is to make this super simple for you and bring all the controls you need in one place no coding required I hope I've convinced you this can be super easy but how do you know it's working help us here we're rolling out measurement Diagnostics right within Google ads measurement Diagnostics is your check engine light it's going to analyze your site tell you where you're missing data or big opportunities to boost your campaign performance and it'll guide you step by step through the process now we know you keep care a lot about keeping your customer data safe and you really care about being in compliance our goal for you here today is to not have to worry about it your Camp your data is already protected by robust security measures and we're always looking to bring the latest and the greatest technology as it becomes available that's why this time this year for the very first time we're incorporating trusted execution environments into Google ads it's a sophisticated technology but simply put it limits how your data can be used and bring new transparency into the process you control the usage of it and only you over the course of this year we will make this available to you without you having to do any additional work okay now you get to use your data to power up your measurement but remember measurement isn't just the end point of your or the receipt of your campaigns it's the starting point for your next campaign now let's be honest how many of us have received a dreaded Friday afternoon email filled with a laundry list of question about performance you know the one that makes you hide under your desk now you can just ask for a quick report and you'll get instant Cuts with visuals this will soon be available in Google ads search ads 360 campaign manager 360 and merchant center next and many of you come to a dashboard to understand performance of your site week after week wouldn't it be nice if someone could help spot these changes and explain what's going on soon we will have proactive recommendations and surface Rising Trends so you can quickly take action from Google analytics and merchant center next now when it comes to measurement in some ways what's old is becoming new again and even better with AI now many of you have been using multi-touch attribution models and that's working perfectly for you that's great but given the increase in channels a lot of marketers have been looking at marketing mix models they're having a comeback but need to be modernized we know some of you have been frustrated with your mmm not accurately accounting for digital channels with that in mind we're embarking on a journey to modernize mmm Meridian is our open- source mmm as a first step that will be available to all marketers this year all right that's all from the data guy remember collect protect and use your data and now I would like to invite Vidya back up on stage one more time for a few fin thoughts thank [Music] you thanks G or I mean data guy as I said at the start this is truly a defining moment for marketing between all these consumer attention shifts and the technological advances the digital advertising landscape is just getting really complex this complexity is challenging for sure but then speaking for our teams of Engineers product leaders researchers designers these problems really Inspire us we are excited about how you're going to use all of these Solutions are we announced today to drive real business results for you but then as exciting as these are this shift to AI is also a lot to manage we are being thoughtful about how to evolve our products with that in mind and we look forward to all your feedback back to guide us along the way thank you so much for your partnership as we build this next generation of marketing together I'm now going to invite my colleagues sine and Sean to talk about how to put many of these um AI products into action for your business but first why don't I show you have a look [Music] down got let you down you got to stand up you got [Music] [Music] up now he's totally hooked [Music] the [Music] [Music] [Applause] hello I'm sine and I'm Sean I'm always amazed by how great and Innovative our product teams are and I hope you're all really inspired about what you just saw and maybe want to try something new now we're going to shift gears a bit Sean and I meet with customers and agen like you every day and we want to address what's on your mind and one thing you might be thinking is I really need an AI strategy right about now and the truth is you don't actually need an AI strategy you need AI to run your existing strategy okay but now you're probably still wondering where do I start start with the Google ads Essentials this is true for our largest customers as well as our smallest it's a handy checklist of actions to help you get get ready take action and shift mindsets in your organization so you can take full advantage of AI in your business so how about we show how some markers are putting this into practice as a resident data guy mentioned getting ready starts with a solid foundation of first party data Sean Pop Quiz for you I'm ready for you why does the LEGO Group offer their insiders members Early Access to new Lego sets I'm GNA say first party data that's right now do you ever wonder why Pepsi has QR codes on their bottles with fun ways to win prizes sine I'm a very quick learner I'm going to go with first party data you got it again PepsiCo uses the QR codes to directly engage consumers and drive signups they increased their first-party data by 50% which then doubled the ad recall for campaigns using that data and with a great Foundation of data you can use AI to uncover insights and trends build better creative and find more valuable audiences it's incredibly important yet less than half of marketers are prioritizing it getting ready also requires your best creative inputs and while it may be hard to pinpoint what makes great creative great we can all instantly recognize bad creative H that's not very good isn't it I mean who fixs your face I know I know that's awful uh but here's the thing j can only do its best with the help of your best AI can help take great creative and help make it super effective that was the case for little sleepies Sean don't you just love matching family pajamas I mean who who doesn't I know the best so little sleepies has a small But Mighty marketing team they didn't have time to build YouTube specific creative assets so they used our AI powered voiceover tool to add narration to their video it was super efficient and drove 20% year-on-year Revenue growth and there are lots of ways our customers AB building more custom Solutions shopy is a leading e-commerce Marketplace in Southeast Asia and they were early adopters of our off-the-shelf AI Solutions like app campaigns and value based bidding now this gave him the confidence to build some bespoke AI Solutions on Google Cloud that helped him with a massive creative challenge shopy has tons of product imagery but what Works in e-commerce doesn't always work in ads some were covered in product detail text and were really underperforming so shopy use Google AI running on Google Cloud to automatically identify 37 million text Heavy assets and swap them for Clear shots this change alone drove a 34% higher clickthrough rate so with our foundation in place Let's Take Action now we know that AI campaigns are a departure from the traditional way that we've all worked and they require a test and learn approach where previously you controlled bids targeting and keywords allowing AI to help optimize your campaigns is a shift let's look at an example from Google's own marketing team instead of manually creating hundreds of bespoke assets for the launch of the new pixel phone the team leaned into the power of AI campaigns and they start with nine different themes like lifestyle product focused and promo focused they then seated demand gen with a variety of cre inputs like photography video and copy Google AI created over 4,500 different ad variations that ran across YouTube discover and Gmail compared to last year's pixel launch the results speak for themselves the team spent less generated more clicks and drove higher engagement another great example is moneypoint a fintech unicorn based in Nigeria when money Point started recording consumers directly they needed to scale digital ads so they started relatively small budgets but they were hesitant about the costs but once the AI started optimizing bids based on their data they were blown away by the performance and the campaign not only drove six 1.6 million new user signups it accounted for the majority of their customer acquisition that year wow one tip I hear all the time from clients is to lean into your agencies raise your hand if you're from an agency out here all right [Music] great agencies are often on The Cutting Edge of AI powered marketing and can help Brands focus on core assets and insights while scaling with AI Solutions so now we're going to talk about what's perhaps the most important and certainly the hardest part and that's the mindset shift I've been telling CMOS for a while now that their title actually stands for change management officer and this is true whether you lead a whole marketing organization or you're marketing department of one budget silos measurement segmentation and channel specific strategies that served you well yesterday are really limiting your potential today how about we hear from Adidas and how they're breaking down silos across their marketing team I think the customer Journey has really changed recently and continues to evolve in that there are so many possible touch points to adapt to a more complex customer Journey we broke down organizational silos and aligned our teams our budgets and our measurement across all of our web and app channels in order to meet customers where they are I love the way that our team is set up to meet the challenges of a cross Channel customer experience we use Google AI across our channels to reach the consumer at each touch point in their shopping Journey having everything connected in that manner does have a direct correlation to our performance and the revenue that we're attributing and overall sales the benefit of a cross Channel approach is the added ability to connect with customers if you're not using it you're missing [Music] out the beauty of breaking down silos is that it makes it a lot easier to speak finance and that's exactly what Shutterstock did making the case to finance and transforming how marketing drives Revenue Shutterstock used Google's power pair which dramatically outperform their old social and program itic buys pmax alone reduced acquisition costs by 64% their CFO was so impressed with these proven and predictable results that now for the first time marketing is empowered to make all their budget allocation decisions okay all right okay so let's quickly recap get ready with a solid first-party data strategy and great creative AI does its best work with your best work then we moved into action by adopting a test learn and scale approach to our AI powered campaigns and finally we covered the importance of Shifting mindsets and breaking down silos sine we also have an exciting announcement oh I bet you thought we were all done with product announcements didn't you we did but we're not the AI Essentials are helpful but a checklist isn't enough so now when you log onto your Google ads account you'll see the AI Essentials directly in opticore it's available today globally we'll make personalized recommendations for your business that you can Implement in just a few clicks these can have a huge impact on your performance advertisers who increase their Opti score by 10 points also saw an average 15% lift in conversions that's amazing I'm hoping to see a lot of customers do that but we're also launching accelerate with Google it's a One-Stop shop with all the resources you need for the AI era it's available today in the US India and Germany with global availability coming soon so scan this QR code to start putting the AI Essentials into place moments like this are so exciting but they can also feel a bit overwhelming so remember this there's only really one wrong move when it comes to these early days of AI and that's not making any move at all as Mark Twain said the secret to getting ahead is getting started with Google AI great ad thank you to everyone who's T tuned into Google marketing live from around the world we're so grateful for your partnership and excited to put Google AI to work for your business thank you [Music]