Google Marketing Live: Building For The New Consumer Journey

Today, mobile phones allow people to engage more often, in more ways, and from more places than ever. This means the once linear path from discovery to consideration to purchase has not only evolved but is always evolving.

Consider a woman from a recent study, who spent 73 days and interacted with more than 250 touchpoints (searches, video views, and page views) before purchasing a single pair of jeans. She visited several blogs, browsed large merchant sites, searched for local retailers, and watched product reviews on YouTube. Like many of today’s consumers, she wanted to enjoy her time shopping, engaged with brands that inspired her, and narrowed limitless choices before picking the perfect pair.

In a world where we have less time and more options, it’s crucial for brands to anticipate what consumers need in order to stand out. But just because the customer journey is complex doesn’t mean delivering useful experiences has to be. Whether you’re a scrappy entrepreneur or a large company, your marketing goals remains the same: reaching people at the right moments with the right offer.

At Google Marketing Live, you’ll hear directly from our ads teams about the latest products designed to help you do just that. We’ll show how ads can be there, be useful, and be responsible—unlocking more opportunities for you to connect with your customers and grow your business. Join us live today at 9am PT (12pm ET): g.co/marketinglive and get a front row seat for our biggest announcements. 

Get discovered in more places

People turn to Google to communicate, find answers and stay entertained. And increasingly, they’re swiping and scrolling through feeds as part of that journey—whether it’s browsing videos in the YouTube home feed, checking timely offers in the Gmail Promotions tab or swiping through Discover to catch up on the latest news. These are opportunities for brands to engage them when it matters.

In a recent Google / Ipsos study, we saw that 76 percent of consumers enjoy making unexpected discoveries when shopping. And 85 percent of consumers will take a product-related action within 24 hours of discovering a product: reading reviews, comparing prices or purchasing the product—sometimes all at once!

Today, we’re introducing Discovery ads. Rolling out to all advertisers globally later this year, Discovery ads are a new way to reach people across Google properties in the moments when they’re open to discovering your products and services.

  • Rich and relevant creative: Inspire consumers with an open canvas showcasing your brand or products in a swipeable image carousel, rendered natively across each Google property.
  • Results: By combining this incredible reach and creative canvas with Google’s understanding of intent, you can be confident you’re anticipating what your customers want and delivering the results you care about.
  • Unmatched reach: Reach hundreds of millions of people across the YouTube home feed, the Gmail Promotions and Social tabs, and the feed-in Discover using a single campaign.

“Discovery has created a great opportunity for us to easily drive growth at scale for our brands beyond what we thought was possible with Google,” says Daniel Pahl, VP of Media and Acquisition at TechStyle. “It’s definitely outperformed my expectations in driving high-value leads and signups. We’re now able to inspire a completely new audience to action.”

Indeed, high-quality creative can be a great way to showcase your brand and set your products and services apart by highlighting what it’s like to use them. That’s why later this year we’re launching Gallery ads: a new search ads format that brings more of your content to the Search results page. By combining search intent with a more interactive visual format, gallery ads make it easier for you to communicate what your brand has to offer. We’ve found that, on average, ad groups including one or more gallery ad have up to 25 percent more interactions—paid clicks or swipes—at the absolute top of the mobile Search results page.

And when it comes to getting ideas and inspiration, hundreds of millions of people enter shopping-related queries on Google each day. According to our data, about 60% of those shopping queries are from users browsing a category or brand – like “Max Mara dress” or “living room decor ideas.” So today, we’re bringing Showcase Shopping ads—a highly visual ad format that incorporates rich lifestyle imagery into your Shopping ads—to even more surfaces like Google Images and the feed on Discover—places where we know people are looking for inspiration and ideas.

The new Google Shopping

This year we’re unveiling a redesigned Google Shopping experience with new, immersive ways for shoppers to discover and compare millions of products from thousands of stores. When they’re ready to buy, they can choose to purchase online, in a nearby store, and now directly on Google. For retailers and brands, it brings together ads, local and transactions in one place to help them connect with consumers across their shopping journey.

Shoppers will have a personalized homepage on the Shopping tab where they can filter based on features they care about and brands they love, read reviews, and even watch videos about the products. For example, if they’re looking for headphones, they can filter for wireless and the brand they’re looking for.

The blue shopping cart on the item shows shoppers they can purchase what they want with simple returns and customer support, backed by a Google guarantee. People can buy confidently, knowing Google is there to help if they don’t get what they were expecting, their order is late, or they have issues getting a refund. With this new experience, we’re merging the best of Google Express with Google Shopping.

If you’re a Shopping Actions merchant, your products will automatically be part of this new easy purchase experience on Google Shopping, Google.com and the Google Assistant. Later this year, we’ll expand Shopping Actions to other Google surfaces including YouTube and Google Images.

Frictionless Mobile Experiences

For many of you, your businesses span mobile web and apps, and directing your customer to the right experience is critical to acquiring new customers and building loyalty with existing ones.

That’s why, over the next few weeks, we’ll enable app deep linking from Google Ads and offer more robust reporting across web and apps. Your app users will be taken directly from your Search, Display and Shopping ads directly to the relevant page in your mobile app, if they have your app already installed. This means your customers will be able to complete their desired action—buy something, book a trip or order food delivery—in a way that’s optimized for the destination that drives the highest value for your brand. This delivers a better experience for your loyal customers while improving insight and measurement for you.

Early tests have been promising—on average, deep linked ad experiences drove 2X the conversion rates.

Magalu, one of Brazil’s largest retail companies, is seeing the benefits of this first-hand. Magalu recognized that its app was growing in popularity. By enabling deep linking, loyal customers who tapped on a Magalu ad were taken directly to the mobile app they already have installed, resulting in more than 40 percent growth in overall mobile purchases.

Tune in to see more!

Join us today at 9am PT (12pm ET) for even more announcements, consumer insights, and in-depth looks at how to use our latest products. Whether you’re joining us in San Francisco or watching at home on the live stream, we’re grateful and honored to be on this journey with you. See you at Google Marketing Live!

Source: Official Google Webmasters Blog

How I Got Good At Small Talk

If you’ve ever struggled with small talk, you’re certainly not alone. No one enjoys awkward silences or glossed-over eyes. However, small talk is a skill that you can improve like any other. This was something I had to learn myself. The 10 books below all helped, especially because they’re audiobooks, and I’ve always found auditory learning to be the most effective.

Better Small Talk by Patrick King

Better Small Talk is a great book because it doesn’t just tell you how to speak to people and turn small talk to your advantage so that you never intimidate or bore the people you’re talking to. It helps you get into the right mindset with warmups for small talk, which many people overlook. In fact, if you think of small talk as a muscle that requires exercise, the maneuvers in this book will help you strengthen that muscle and perfect your technique. 

How to Talk to Anyone by Leil Lowndes 

Everyone suffers from imposter system on occasion, but you don’t want to let it ruin your chances at expanding your network or landing a sale. Enter How to Talk To Anyone, a book that not only promises that you’ll feel more comfortable talking to people regardless of status but that you’ll be able to blend into any crowd–including one made up of VIPs! Listeners can also learn how to leverage their phone as an effective communication tool rather than a distraction.

Influence by Robert B. Cialdini

Now in its 5th edition, Influence focuses on a specific aspect of communication: social compliance. By delving into the psychology behind interactions, Cialdini shows you how you can get people to say “Yes” to practically any request you might make! If you’re tired of being shot down, it’s time to say “Yes” to this book.

Conversation Casanova by Dave Perrotta

Many people struggle to flirt because they cannot find the balance between playful, casual, and suggestive. However, Perrotta walks you through opening the conversation, keeping someone interested through interesting storytelling, and even asking someone out. You don’t have to trust us, however. His 50,000 Youtube followers should convince you that Perrotta’s books are worth checking out.

The Art of Witty Banter by Patrick King

The second Patrick King book on this list similarly focuses on small talk in social settings rather than professional ones–of course, we all know that socializing can boost your career! After reading this book, you’ll be the smooth talker that everyone crowds around at the party and remembers long after they’ve returned home. However, it’s not all humor and charm. King helps listeners learn to defend their points, disarm those who might be closed off, and prevent tense situations from escalating.

The Fine Art of Small Talk by Debra Fine

Years of experience as a keynote speaker and coach put Fine in a strong position to help others communicate better. In her book about small talk, the communication expert helps listeners become more memorable and improve their ability to remember names and listen actively. Both of those skills are a must for anyone who wants to master small talk. In fact, if you find yourself struggling even after listening to other books on this list, you may very well have forgotten that conversations are two-way streets.

The Like Switch by Jack Schafer and Martin Karlins

Getting others to like you can be as easy as flipping a switch, thanks to the work of two PhDs who decided to team up and spread their knowledge to the world in this book. Schafer’s credentials are even more impressive when you learn that he’s a former member of the FBI’s National Security Division’s Behavioral Analysis Program. His expertise helps listeners detect when others are bending or outright breaking the truth. I like how this book includes tips for detecting deception when communicating online.

The Charisma Myth by Olivia Fox Cabane

If you think charisma is something you’re born with, think again! Olivia Cabane tells listeners that charisma is a skill you can gain and grow if you put your mind to it. Cabane dives straight into the applications of science in communication, drawing from research to help you become the more charismatic version of yourself. However, it’s far from a dull read as the author included fun anecdotes. An accompanying workbook ensures you get the most of the tools you’ll discover in The Charisma Myth.

Conversation Tactics: Wittiness, Banter, Likability by Patrick King

This shorter book is excellent if you want to get straight to the point. If you follow the advice, you’ll find yourself able to command any social situation with ease. That sounds like a surefire way to boost confidence!

Improve Your Conversations: Think on Your Feet, Witty Banter, and Always Know What to Say with Improv Comedy Techniques by Patrick King

I was surprised how much I could glean from improv comedy techniques that could be applied to small talk. However, it makes sense when you think about it. After all, improv is all about responding to what the other person says or does. Thanks to this book, you’ll be able to keep the conversation flowing.

Connect Instantly: 60 Seconds to Likability, Meaningful Connections, and Hitting It Off With Anyone by Patrick King

Everyone knows about love at first sight, but that first minute can make or break your relationship with anyone. Once again, Patrick King lends his expertise to those listeners who want to make a first impression so great that it becomes a lasting impression. If you excel once you’re in a conversation, Connect Instantly might help you through the gate.

Conversationally Speaking by Patrick King

Finally, I’d like to suggest checking out Conversationally Speaking, which covers everything from breaking the ice to mastering humor to eliminating awkward silences. It’s a great primer if you need to polish your small talk skills but aren’t sure where to start. 

Are you struggling to grow your business, convince VCs to invest in your startup, or progress in your career? All of these issues might be tied to your inability to make small talk–or indifference to it to begin with! 

What most successful business people understand is how crucial small talk is to forging connections and making impressions.

Of course, small talk can be awkward and uncomfortable, which is why so many people avoid it. But once you learn how to small talk, it actually becomes fun!

These authors I listed above are a great place to start your journey into the world of mastering small talk.

From internationally renowned speakers to business consulting to degree-holding professors of business management, each of these authors brings something unique to the table. Even if you listen to just one of the titles on this list, you’ll improve your ability to communicate, especially when it comes to making in-roads via small talk. 

With the knowledge in these books, you’ll be able to win people over from the very beginning and use those connections to further your personal and professional network.

Smart Strategies For Growing Your App Business With Ads

Every year Google I/O showcases the delight that technology can bring to our lives. Mobile apps have extended that delight to billions of people around the world, paving the way for app developers to unlock new business opportunities.  

Today we’re sharing a few ways to help scale your business using Google’s growth and monetization solutions.

Find the right app users

Smart user acquisition starts with reaching the people who will be most engaged with your app and help you generate the most revenue. With Google App campaigns, you can choose a bidding option that best supports your growth goals. Target CPA bidding, for example, makes it easy for you to find new users who install your app and take an in-app action.

To grow profitably, it’s also important to also consider how much revenue you generate relative to the cost of driving those installs and actions. That’s why, you’ll soon be able to bid on a target return on ad spend (tROAS) so you can automatically pay more for users likely to spend more, and pay less for users likely to spend less. If you’re looking for users who will spend twice as much as they cost to acquire, you can set that multiplier for your tROAS bid, and it will find you the right users accordingly. tROAS will be available next month for Google App campaigns on iOS and Android globally. Learn more.

Bidding is a great lever to reach the customers you want. The next step is to win and keep these customers’ attention. That’s why we’re giving you new ways to develop and manage your creatives, making it easier for you to show your customers more relevant ads in more places.

  • YouTube–you automatically qualify to promote your app in two new YouTube placements when you have at least one landscape image and one video. The first placement is on the YouTube homepage feed, and the second is on in-stream video.
  • Ad groups–starting later this month, you can set up multiple ad groups in the same campaign and tailor the assets in each ad group around a different “theme” or message for different customers. Learn more.
  • Agency partnerships–we’re teaming up with 8 trusted agencies including VidmobConsumer AcquisitionBambooApptaminWebpals MobileCreaditsKaizen Ad and Kuaizi to help you manage creatives end-to-end, from design to reporting.

Monetize more easily

The second piece to building a profitable apps business is creating a sustainable revenue stream. In other words, you need to keep users engaged with your app, while still monetizing it effectively, which can be tough to balance. That’s why AdMob is investing in automated solutions to help you earn more from your app while delivering a great user experience.

Last year we announced a new monetization model called Open Bidding that helps you maximize the value of every impression automatically. Since then, dozens of developers have joined the beta and are seeing meaningful revenue lift, including Korea-based game developer Sticky Hands.

“We’re really excited about Open Bidding. In one month, revenue and ARPDAU have grown by 14% and 15% respectively, and we expect them to keep climbing as more demand sources come online. What’s even better is that we’re spending almost no time managing it.“
– Minu Kim, CEO of Sticky Hands

In addition to the revenue lift, Open Bidding offers simplicity and time savings compared to traditional mediation–fewer SDKs means less time spent on integrations and more stability for your app. Stay tuned, as we’ll be expanding the program to all publishers later this year.

In the meantime, here are a few more ways AdMob can help you grow your overall app revenue and protect user experience more easily:

  • Image search is a robust new search tool that helps identify and remove bad ads across every size, campaign, and rotation, using just a screenshot of the ad. Learn more.
  • Maximum ad content rating can prevent inappropriate ads from being shown to young users. Learn more.
  • User metrics, such as daily active users and average session time, will be available soon in a new dashboard card, so you can quickly see how changes to your monetization strategy (e.g. adding a rewarded ad) impact key indicators of user engagement. These insights can help you optimize the lifetime value of your users across all your revenue sources – ads, in-app purchases, and commerce. Learn more.

Source: Official Google Webmasters Blog