Power Tools for Powerful Performance | Google Ads

Key Takeaways

[Music] hi everybody i'm silvanus bent a product manager at google we know the past year has been tough covet 19 changed the way we do things in all aspects of life and we know marketers have had to do more than ever before both at work and at home that's why our main goal has been to build products that help make your life easier and deliver you better performance today we'll discuss how our automated products can help you reach the right customers show the best ad and improve performance to deliver strong results then we'll uncover the latest innovations in google ads tools that will connect you to insights and new opportunities consumers these days expect more meaningful experiences like jerry mentioned earlier today your expertise combined with automation can deliver meaningful experiences and drive better performance especially in turbulent times search advertising is all about delivering the right message to the right customer at the right value we've looked across all accounts and we've found that the most impactful way to do this is by using our automated products together it's a formula that combines three solutions responsive search ads broad match and smart bidding now let's break that down responsive search ads combine your creativity with machine learning to help you deliver relevant meaningful ads broad match gives you the ability to reach searches about the latest trends and smart bidding optimizes your bids in real time to hit your performance goals let's take a look at rothy's a company that transforms sustainable materials into modern shoes and accessories they wanted to share their mission with more people through a meaningful marketing experience amidst kovan 19. to achieve this rothy's decided to test a fully automated search strategy as the foundation rothies used a smart bidding strategy to optimize for conversion value and to save them time from adjusting the bids manually reaching new customers in a cost effective manner was a core focus so they also used broad match it helped them identify new keywords and strong demands like machine washable and sustainability and responsive search ads helped them tailor their messaging to the right customer by using these solutions together they were able to bring their customers along a personalized journey as a result they grew return on ad spend by a hundred and five percent and conversions by eight percent rothy's also saved their team a lot of time so now they can focus on more strategic initiatives with that time rothy's developed tailor creative for other channels that new creative featured plastic water bottles bringing rothy's story to life especially with new customers this success story proves that automation can transform your business and so can our google ads tools now i'll pass it over to paulovi she's here to talk about how insights can help you understand what's driving your automation strategy thanks sylvanas i'm paulovina rage a senior product manager for insights as sylvanus mentioned the pandemic completely changed the way we do things and we're still seeing these changes in consumer behavior across all industries for example we're continuing to see growth in searches for next day delivery electric vehicles getaways near me and mobile banking apps to help you keep up with these changes and to give you a deeper look into what's driving your automated strategies you told us that you need more insights that's exactly why we launched the insights page earlier this year the insights page provides you with emerging trends tailored to your business since launch we've seen search trends bring huge value to businesses of all sizes and in the coming months we're rolling out the next version of the insights page this version will give you even more insights so you can have a deeper understanding of your customers ad performance and overall market let's check out some of the insights right now starting with search queries when we updated the search period report last year to protect user privacy we heard from you that understanding the intent behind search queries is important to you that's why we're rolling out consumer interest insights they aggregate the most important themes based on your customers search queries in a privacy safe way for example let's say you're an outdoor retailer and sell hiking boots you may see that your top seams are waterproof and lightweight we're also giving you the search volume for those themes their growth and your performance against those themes consumer interest insights help you spend less time going through the search terms report and more time focusing on what your customers want on top of knowing what your customers want audience insights help you understand who your top customers are and what creatives perform best with them with the help of machine learning we'll show you who your core customers are if you're an outdoor retailer you might learn that your top audiences are 25 to 34 year olds women and runners these real-time insights can help inform decisions beyond marketing like content creation product development and more however if the pandemic taught us anything it's that insights should also be forward-looking that's why we're using our historical search data and machine learning to bring you demand forecasts they predict search trends over the next three to six months so your business can better prepare now that you're equipped with the insight you need you can now more easily than ever understand your performance in the coming months the insights page will provide you with a more holistic view of how your ads are performing including changes in your competitive landscape with auction insights we hope that the insights page will give you a deeper look into what's driving your automated strategies and prepare your business for what's ahead now i'll pass it off to blake he's here to discuss how you can turn these insights into action with recommendations thanks paulovi i'm blake reis product director for google ads recommendations can help you optimize your account for emerging trends and maximize your performance they're surfaced in real time based on your account settings performance history trends in the ads ecosystem your campaign goals and more we've heard from you that you want to better understand why you're receiving all the recommendations you do that's why you can now see your campaign goal next to your optimization score since recommendations are anchored around your business goals they're determined by the smart bidding strategy that you pick they can be focused on conversions conversion value clicks and or impression share with this information we'll surface recommendations tailored to your goals and the recommendations with the highest score will have the greatest impact on your performance in case you don't have time to manually review each recommendation you can automatically apply the recommendations of your choice these recommendations will be applied when new opportunities are surfaced so you never miss a beat for example you can save time managing keywords by automatically applying them if you use smart bidding keyword recommendations can help you find even more customers by optimizing your bids at auction time with the time saved managing keywords you can now focus on more strategic tasks that are aligned with your long-term business goals like conversion modeling or lifetime value reporting we'll continue to roll out new recommendations over the coming months like store visits and automated bidding to help you optimize for offline conversions another way you can stay connected to your performance is through the google ads mobile app you can take quick action in the app like reviewing recommendations on the go even across multiple accounts look at chewie an online pet retailer as people stocked up on pet supplies amidst covet 19 chewy used the mobile app to keep close tabs on performance from anywhere by using the app they were able to make changes to their account proactively so they could meet the needs of their customers and their pets we're enhancing the mobile app experience and bringing you mobile specific features like custom push notifications they help you keep tabs on your performance so you can have peace of mind something that is much appreciated these days for example let's say you're planning a campaign for an upcoming summer sale and you want to stay on top of how conversion volume changes week over week you can now create a custom push notification to alert you when weekly conversions increase by more than 10 we're also working on making your feeds even more personalized it shows you what you need to know like insights tailored to your business along with educational content that can help you get the most out of your campaigns if you don't have the app already you can download it today in the app or play store if you do let us know what you think and leave us a review thanks for going under the hood with us today to hear about our latest innovations and automated solutions and tools we hope our vision remains clear we're here to make your lives easier by helping you drive better performance if you're interested in getting a closer look into automation check out the automation breakout session right after this thanks again for watching and enjoy the rest of the google marketing live stream