The Key Takeaways From Google’s Marketing Live Keynote 2022

Speaker [00:00:12] If you missed Google's events, Google marketing live, I'm here to

Speaker [00:00:16] give you the highlights and shout out to Ari on our team for going

Speaker [00:00:19] through and actually taking notes

Speaker [00:00:21] Well done

Speaker [00:00:21] All right

Speaker [00:00:21] Really appreciate you

Speaker [00:00:22] I'll go fast and then include a link to the Google's video if you

Speaker [00:00:26] want to watch the whole damn thing

Speaker [00:00:27] But they're rolling out a lot

Speaker [00:00:30] There's a ton of features coming in

Speaker [00:00:31] Some of these had to have been just locked and loaded,

Speaker [00:00:33] waiting for performance metrics

Speaker [00:00:35] YouTube shorts, I think is one of the things I'm most excited about

Speaker [00:00:38] We don't use YouTube shorts the way that we should, we're going to

Speaker [00:00:41] And I think that YouTube shorts are going to have hopefully a pretty

Speaker [00:00:44] interesting opportunity to capture some of that tickety talk market

Speaker [00:00:47] And then ads inside of shorts are going to be fun too

Speaker [00:00:49] Cause they're going to be, there's just, there's so much

Speaker [00:00:51] impression capability there

Speaker [00:00:53] I think the one short of edit to YouTube has like five X, the number of views,

Speaker [00:00:57] any of my other average videos get

Speaker [00:00:59] So there's just far more expansion capabilities video discovery, fine

Speaker [00:01:04] Connected TV

Speaker [00:01:06] , from a brand perspective, awareness building, you know,

Speaker [00:01:08] display based impressions

Speaker [00:01:09] This is going to be really cool too

Speaker [00:01:11] Especially as Google starts building up their third-party partnerships

Speaker [00:01:14] So I'm excited about that

Speaker [00:01:15] Not excited about Google's experiments at all

Speaker [00:01:17] We've had experienced before they suck

Speaker [00:01:18] And you know, that's unfair, there's things that you can do

Speaker [00:01:21] with them, but it's nothing new

Speaker [00:01:22] It's like, all right

Speaker [00:01:23] Thank you

Speaker [00:01:23] We've, you know, been there, done that

Speaker [00:01:25] I am excited about Google's explanations from an insights perspective

Speaker [00:01:28] I do

Speaker [00:01:28] I like Google's

Speaker [00:01:30] I like Google's insights for performance mech specifically

Speaker [00:01:33] And so even if I don't agree with the context that's being

Speaker [00:01:38] provided, what this is, is Google explaining to us how it's gaging

Speaker [00:01:43] I mean, it's kind of tipping attached to its algorithm in some ways

Speaker [00:01:47] And so you get a sense as to what Google's paying attention to and why

Speaker [00:01:52] Optimization score from center performance, max don't care

Speaker [00:01:55] campaign support for search ads 360

Speaker [00:01:57] We don't use search ads 360

Speaker [00:01:58] It's an enterprise software tool that I've never seen value in

Speaker [00:02:01] So don't care lift test

Speaker [00:02:03] Oh, so the geo experiment functionality is gonna be really cool, especially because

Speaker [00:02:06] Google is doing in or interested in

Speaker [00:02:10] So I'd be really interested to see the regions split test

Speaker [00:02:13] conversion tests and search lift tests in a secure and safe way

Speaker [00:02:17] So we're going to be able to test conversion lift based

Speaker [00:02:21] off of conversion actions

Speaker [00:02:24] I am interested in that this helps with assisted conversions activity

Speaker [00:02:28] that exists on the parenthesis

Speaker [00:02:30] How does one campaign influence some of their campaign that are

Speaker [00:02:34] Independent of each other or campaign influence of conversion action that

Speaker [00:02:37] might be independent of each other

Speaker [00:02:39] That's pretty cool

Speaker [00:02:40] The asset library that's already rolled out is cool

Speaker [00:02:42] The automated created assets think that's sort of page, so I,

Speaker [00:02:48] I thought this already existed

Speaker [00:02:49] I don't know why they said this

Speaker [00:02:50] There'll be an open beta by the end of this year

Speaker [00:02:51] We can already ask questions directly through Google my business directly

Speaker [00:02:54] messaged businesses through search

Speaker [00:02:58] I guess that's the one that's not, I think Sean Clark over at

Speaker [00:03:01] high level told me about this and I thought it was already there

Speaker [00:03:03] So high levels of, part of the beta

Speaker [00:03:05] So we got to see some of the beta functionality

Speaker [00:03:07] That was pretty cool

Speaker [00:03:07] And I guess now that's ready to rock

Speaker [00:03:10] So go high level for being early adopters here, asset libraries

Speaker [00:03:14] That's that actually is going to be really helpful to just keep

Speaker [00:03:17] everything all in one place

Speaker [00:03:18] You can use it everywhere

Speaker [00:03:21] Little explore is going to be a train wreck that I hate

Speaker [00:03:23] Th the decision engine, thank you for hiding all of our data

Speaker [00:03:27] And then instead of telling us what it means for us, big brother

Speaker [00:03:30] this is attribution insights

Speaker [00:03:34] I'll never trust Google's attribution modeling and not even cause I don't,

Speaker [00:03:38] I think they're doing anything wrong

Speaker [00:03:39] It's because they'll never have, they'll never have

Speaker [00:03:44] Other traffic channels

Speaker [00:03:46] So how could you, so you still need to use third party attribution

Speaker [00:03:49] We're early stage investors in north bean

Speaker [00:03:51] By the way, you can go to north beam.co I think IO north beam.io

Speaker [00:03:58] Go sign up from north beam

Speaker [00:03:59] But this is still so cool

Speaker [00:04:01] It's so cool

Speaker [00:04:02] And

Speaker [00:04:02] I mean, you actually have attribution modeling inside of Google ads, but

Speaker [00:04:06] just from a performance perspective, to be able to see it broken down this

Speaker [00:04:09] way, it's going to be really starting to make things a little bit easier

Speaker [00:04:12] Budget insights, kind of cool

Speaker [00:04:14] We've had those before they work ish

Speaker [00:04:18] So, you know, expanding them across, I guess PMX is the point

Speaker [00:04:21] here or giving us more context?

Speaker [00:04:23] I don't know what the

Speaker [00:04:26] Audience insights with first party data

Speaker [00:04:28] Do Google's audience insights for Pemex, right?

Speaker [00:04:31] I mean, just unbelievably helpful

Speaker [00:04:33] So this is going to be really helpful for asset group

Speaker [00:04:34] creation, new audience targeting

Speaker [00:04:36] I don't know what this means

Speaker [00:04:37] Insights page manager account

Speaker [00:04:43] Sorry, I'll go watch the video

Speaker [00:04:44] I don't know what that is

Speaker [00:04:45] Account level optimization score

Speaker [00:04:47] Thank you for nothing

Speaker [00:04:47] Google

Speaker [00:04:48] Here's your grade on?

Speaker [00:04:49] How will you give us money?

Speaker [00:04:50] Privacy and measurements like Google cares

Speaker [00:04:52] Where's the screen

Speaker [00:04:52] This is so funny

Speaker [00:04:53] We never sell your personal information

Speaker [00:04:57] Yeah, we use it

Speaker [00:04:58] And then we sell you we never use sensitive information to personalize

Speaker [00:05:02] ads, but we use it to target

Speaker [00:05:04] We never use the content you create to personalize

Speaker [00:05:08] That's there's no way

Speaker [00:05:09] That's true

Speaker [00:05:10] I feel like I could disprove that personally have used emails

Speaker [00:05:13] I've written to personalize ads

Speaker [00:05:15] That's content I've created

Speaker [00:05:16] We work on your behalf to protect your privacy

Speaker [00:05:18] All right, fine

Speaker [00:05:22] Later this year, Google has spent the testing of interest

Speaker [00:05:24] based ads and remarketing, new customer acquisition, which

Speaker [00:05:29] I was more excited about, than I am now, because we were able to test this in beta

Speaker [00:05:35] And I think John said we've tested it six times and it's not

Speaker [00:05:37] what we would hope it would be

Speaker [00:05:39] Marketing mix modeling,

Speaker [00:05:41] conversion modeling updates

Speaker [00:05:43] Okay

Speaker [00:05:44] Maybe I don't trust your conversion modeling

Speaker [00:05:46] Data-driven attribution available regardless of volume

Speaker [00:05:50] Overnight rip the bandaid right off their default for most new actions

Speaker [00:05:54] at which, by the way, I think the data driven attribution is the safe

Speaker [00:05:56] It's the safe option

Speaker [00:05:57] Google tag manager has always been Google tag manager

Speaker [00:06:00] What are you telling me here?

Speaker [00:06:01] Google tag manager tag, essentially without additional code

Speaker [00:06:03] Cool

Speaker [00:06:04] Always been able to do that

Speaker [00:06:05] Don't know why this do, this is flipping

Speaker [00:06:09] So cool show

Speaker [00:06:11] Cool

Speaker [00:06:12] Enhanced conversions for leads

Speaker [00:06:14] Y'all this is going to be what makes performance max work for lead

Speaker [00:06:17] generation, without it being hard

Speaker [00:06:18] Google is going to have lead funnel reporting and it looks like it's

Speaker [00:06:22] coming directly from your CRM

Speaker [00:06:24] So Google's opened a beta for enhanced conversions and okay,

Speaker [00:06:27] so they're going enterprise

Speaker [00:06:28] First of course, what's weird is they're going to enterprise first, but they're

Speaker [00:06:31] going HubSpot and then an enterprise CRM

Speaker [00:06:36] Tealium segment and particle

Speaker [00:06:37] I don't even know what these are

Speaker [00:06:38] Those must be

Speaker [00:06:39] Is this an enterprise CRM?

Speaker [00:06:40] I bet you, it is

Speaker [00:06:45] customer data platform

Speaker [00:06:46] Yeah

Speaker [00:06:46] I love all these watch

Speaker [00:06:47] It's just gonna be a bunch of words

Speaker [00:06:48] We don't know

Speaker [00:06:49] Tealium connects data

Speaker [00:06:51] Your Tealium connects data so you can connect with your customers

Speaker [00:06:54] It doesn't mean anything

Speaker [00:06:56] What does that mean?

Speaker [00:06:57] The most trusted customer data platform

Speaker [00:07:00] All right

Speaker [00:07:00] What's the

Speaker [00:07:02] I hate enterprise software language

Speaker [00:07:03] I hate it

Speaker [00:07:04] It makes me feel so stupid

Speaker [00:07:06] That's the thing is I've met the people that buy the software

Speaker [00:07:08] They're not any smarter than I am

Speaker [00:07:09] Why are we speaking this way?

Speaker [00:07:12] Leading customer data platform joined 20,000 businesses that use

Speaker [00:07:15] segment software API to collect clean and activate their customer data

Speaker [00:07:20] All right, whatever

Speaker [00:07:21] I don't care

Speaker [00:07:23] I'm available on enterprise level that doesn't help anyone

Speaker [00:07:29] If, and when this is available to SMBs, that this'll be an absolute

Speaker [00:07:33] complete, and total game changer

Speaker [00:07:34] It replaces offline conversion tracking

Speaker [00:07:36] I'm assuming, and it basically turns lead generation on e-commerce in terms of

Speaker [00:07:41] Google's ability to optimize for leads

Speaker [00:07:43] Here's the problem though, is you're going to Google your LTV, which means Google

Speaker [00:07:49] is going to be able to optimize you

Speaker [00:07:51] You are going to become the commodity, which is always so scary regardless

Speaker [00:07:55] This is really

Speaker [00:07:57] You know, 50% of the market is at a disadvantage right now

Speaker [00:08:01] And that'll fix that really cool

Speaker [00:08:05] Two thirds of us suffer, say they start their shopping online

Speaker [00:08:08] I, yeah, it's more than that

Speaker [00:08:10] It's four thirds, four to three AR functionality is going to be kind of cool

Speaker [00:08:13] They tried it, they failed they're coming back

Speaker [00:08:15] We'll see shopping ads, visual and immersive ad experience in search

Speaker [00:08:19] There'll be rolled out by the

Speaker [00:08:21] Th there's, I'm sure some more context here in the video

Speaker [00:08:24] I'm excited about YouTube shorts

Speaker [00:08:26] We already talked about that

Speaker [00:08:27] Soon you'll be able to bid and measure physical store sales and performance max

Speaker [00:08:33] This way you'll be able to measure omni-channel impact across all

Speaker [00:08:35] your commerce stores in a way that only Google can deliver

Speaker [00:08:38] That's awesome

Speaker [00:08:41] That would open up a whole new market for me as an agency because you

Speaker [00:08:45] know, local at the moment, it's time

Speaker [00:08:49] Bid and measure physical store sales instead of performance price

Speaker [00:08:52] So they, they had something, I don't know if y'all remember this, or if

Speaker [00:08:54] anybody remembers this, they had something called Google beacon and they

Speaker [00:08:57] sent out to retailers on a beta level

Speaker [00:09:01] They sent out this plastic

Speaker [00:09:03] I don't know if it was like RFID or NFC

Speaker [00:09:05] I don't, I don't understand the, that stuff

Speaker [00:09:07] But you were going to put it in your store and then Google was

Speaker [00:09:09] going to use that, I think to auto tag users, that it could track

Speaker [00:09:15] But I I'd never, I mean, how would you tie revenue to that?

Speaker [00:09:19] I guess you, the store in your point of sale system would need

Speaker [00:09:22] to tie that user to that session

Speaker [00:09:27] And then Google tying back to an ad impression

Speaker [00:09:30] I don't know

Speaker [00:09:31] I didn't get it

Speaker [00:09:31] It didn't go anywhere

Speaker [00:09:32] I don't even think we had the opportunity to ever even use beacon

Speaker [00:09:36] They just send it out

Speaker [00:09:37] And some of our customers like, oh, we have this

Speaker [00:09:39] And we're like, great

Speaker [00:09:40] We'll let you know when we know how to use it

Speaker [00:09:41] I want to go to school and where that happened, but if Google can

Speaker [00:09:44] pull this off, that's so exciting

Speaker [00:09:48] And you know, what's really nice about that is that actually help people that

Speaker [00:09:51] like deserve help all those little mom and pop shops assuming that they

Speaker [00:09:55] make it available for that threshold

Speaker [00:09:57] I guess that's always going to be the caveat here is Google is

Speaker [00:09:59] really doing this for, you know, REI and Dick's sporting goods

Speaker [00:10:02] You're not doing it for us

Speaker [00:10:03] But man, that would be awesome

Speaker [00:10:06] Product fees and YouTube sorts

Speaker [00:10:07] Cool

Speaker [00:10:08] Check out and merchant

Speaker [00:10:09] That will be so Google is going after Amazon kind of later this year

Speaker [00:10:12] view critical information to improve quality of your feed more efficiently

Speaker [00:10:15] That actually would be really helpful

Speaker [00:10:16] Google took you long enough

Speaker [00:10:17] You morons

Speaker [00:10:21] Identify products with missing attributes

Speaker [00:10:23] Cool

Speaker [00:10:24] See competitors stronger offers depending on what it is that they give us

Speaker [00:10:28] And I guess in some ways you can already do this, but it it'd

Speaker [00:10:30] be cool if it's being spoonfed

Speaker [00:10:32] This is also it's it's that's the path

Speaker [00:10:34] This is a race to the bottom from any commerce perspective here

Speaker [00:10:37] But I guess, I guess that's just what advertising does

Speaker [00:10:40] This is cool

Speaker [00:10:41] You'll be able to showcase your loyalty benefits on Google for existing members

Speaker [00:10:46] Performance max will help you reach new loyalty members

Speaker [00:10:49] It will show those special ads designed to capture them

Speaker [00:10:51] So if you've got a continuity product, that could be amazing

Speaker [00:10:56] Pay me to pay me

Speaker [00:10:57] I love that entire model

Speaker [00:10:58] And here's Ziv video

Speaker [00:11:01] Google marketing live

Speaker [00:11:03] 2022, how long has this thing?

Speaker [00:11:04] Two hours

Speaker [00:11:05] So you watch my 12 minute video

Speaker [00:11:07] You can watch this two hour thing and I'm pretty sure I already got everything

Speaker [00:11:10] I haven't watched it

Speaker [00:11:11] I'm not going to, I'll just hate, watch it for two hours and yell at the screen

Speaker [00:11:14] I have more effective things to do with my time

Speaker [00:11:17] Like watch Gabriel at places

Speaker [00:11:19] There's so much coming, you know, what's really interesting is we

Speaker [00:11:21] got access to Google's beta slides

Speaker [00:11:23] John had to sign an NDA

Speaker [00:11:25] So we can't talk about it

Speaker [00:11:28] Like none of the things that I was excited about in those slides

Speaker [00:11:32] made it into this presentation

Speaker [00:11:34] So it just makes me wonder because the slides didn't include any turnaround

Speaker [00:11:37] time at all on, on any of the stuff

Speaker [00:11:39] And some of it is so

Speaker [00:11:41] And so exciting, especially from an agency perspective, because it keeps us relevant

Speaker [00:11:46] But they didn't like, that's clearly not a part of this year's rollout

Speaker [00:11:50] I mean, they're even teasing beta products in this year's rollout

Speaker [00:11:52] So it just makes them wonder how far out those things are

Speaker [00:11:55] You gotta hand it to a man like Google guy, they're playing the long game

Speaker [00:11:59] You know, some of the changes that they made in preparation for

Speaker [00:12:01] performance max are three years old

Speaker [00:12:04] Like they really

Speaker [00:12:07] This was very intentional

Speaker [00:12:08] This is this

Speaker [00:12:09] Oh, and I guess it makes sense

Speaker [00:12:10] It's a, it's a cosmic shift

Speaker [00:12:13] It's cosmic the right word

Speaker [00:12:15] It's a glacial shift

Speaker [00:12:16] It's a tectonic shift

Speaker [00:12:19] And I guess that would have to happen slowly

Speaker [00:12:21] I got there

Speaker [00:12:22] Anyway, let me know what you think I'd be interested in the features

Speaker [00:12:25] that you key in on and the ones that you think are noteworthy