The Complete Guide to Google's Marketing Innovations Keynote 2018

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There has been a lot of buzz lately about Google’s big changes across all advertising products.

The keynote address at last week’s Google Marketing Live conference was packed with announcements that will impact digital marketers for years to come. The presentation ran for over an hour, so there was a lot to digest. We put together a complete guide to help you quickly navigate all this new material.

Machine learning and assistance continue to be the overarching focus for Google. According to Sridhar Ramaswamy, Senior VP of Ads, Google wants to “be there and be useful” for consumers and advertisers by focusing on being valuable, transparent and trustworthy.

Google’s latest innovations help accomplish three things for advertisers: Better Results, Simpler Experiences, and Deeper Insights.

Drive Better Results

The dialogue around digital has changed. Consumers are more curious, demanding, and impatient. According to Nikki Rettke, Group Product Manager of Video Ads, “getting better results takes more than a keyword or bid” to successfully advertise to a consumer in today’s market. It’s more important than ever to be relevant.

“91% of smartphone users bought or plan to buy after seeing an ad they think is relevant.”

Google has three primary ways to help drive better results: Performance on YouTube, More Relevant Ads and Reporting Insights.

Performance on YouTube

Video continues to grow in importance and impact:

“With more than 1.9 billion logged-in users who come to YouTube every month and localized versions stretching across 90 countries and 80 languages, we’re opening

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