We launched AdWords nearly 18 years ago with a simple goal—to make it easier for people to connect online with businesses. A search for eco-friendly stationery, quilting supplies, or for a service like a treehouse builder gave us an opportunity to deliver valuable ads that were useful and relevant in the moment. That idea was the start of our first advertising product, and led to the ads business we have today.

A lot has changed since then. Mobile is now a huge part of our everyday lives. People quickly switch from searching for products, to watching videos, browsing content, playing games and more. As a result, marketers have more opportunities to reach consumers across channels, screens and formats. Advertising on Google has evolved too—from helping marketers connect with people on Google Search, to helping them connect at every step of the consumer journey. As the opportunity to engage consumers has grown and become more complex, we are simplifying our products for advertisers and publishers of all sizes so they can more easily reach consumers anywhere, at any moment and on any channel.

That’s why today we’re introducing new brands for our advertising products: Google Ads, Google Marketing Platform, and Google Ad Manager. These new brands reflect all of the ways that we help advertisers connect with consumers and make it easier for advertisers and publishers to choose which products are right for their businesses. As part of this, we are releasing new solutions that help advertisers get started with Google Ads and drive collaboration across teams.

Google AdWords is becoming Google Ads

The new Google Ads brand represents the full range of advertising capabilities we offer today—on Google.com and across our other properties, partner sites and apps—to help marketers connect with the billions of people finding answers on Search, watching videos on YouTube, exploring new places on Google Maps, discovering apps on Google Play, browsing content across the web, and more.
For small businesses specifically, we’re introducing a new campaign type in Google Ads that makes it easier than ever to get started with online advertising. It brings the machine learning technology of Google Ads to small businesses and helps them get results without any heavy lifting—so they can stay focused on running their businesses. To learn more, visit this post.

We'll introduce more new campaign types at Google Marketing Live. Sign up to watch the livestream on July 10th.

Stronger collaboration with Google Marketing Platform

We’re enabling stronger collaboration for enterprise marketing teams by unifying our DoubleClick advertiser products and the Google Analytics 360 Suite under a single brand: Google Marketing Platform.
We’ve heard from marketers that there are real benefits to using ads and analytics technology together, including a better understanding of customers and better business results. Google Marketing Platform helps marketers achieve their goals by building on existing integrations between the Google Analytics 360 Suite and DoubleClick Digital Marketing. The platform helps marketers plan, buy, measure and optimize digital media and customer experiences in one place. To learn more, visit the Google Marketing Platform blog.

As part of Google Marketing Platform, we’re announcing Display & Video 360. Display & Video 360 brings together features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center to allow creative, agency, and media teams to collaborate and execute ad campaigns end-to-end in a single place. We’ll share more details about Display & Video 360 in the coming weeks, including a demo during the keynote at Google Marketing Live.

Google Ad Manager: A unified platform

We recognize that the way publishers monetize their content has changed. With people accessing content on multiple screens, and with advertisers’ growing demand for programmatic access, publishers need to be able to manage their businesses more simply and efficiently. That’s why for the last three years, we’ve been working to bring together DoubleClick for Publishers and DoubleClick Ad Exchange in a complete and unified programmatic platform under a new name–Google Ad Manager.
With this evolution, we’re excited to do even more for our partners—earning them more money, more efficiently, wherever people are watching videos, playing games or engaging with content, and however advertisers are looking to work with them. To learn more, visit the Google Ad Manager blog.

Transparency and controls people can trust

We know that the media and technology advertisers and publishers choose to use impacts the relationships they have with their customers. As always, our commitment is to ensure that all of our products and platforms set the industry’s highest standard in giving people transparency and choice in the ads they see. For example, we recently announced new Ads Settings and expanded Why this ad? across all of our services, and almost all websites and apps that partner with us to show ads.

You'll start to see the new Google Ads, Google Marketing Platform and Google Ad Manager brands over the next month.

We’ll be sharing more about these changes—and many other new Ads, Analytics and Platforms solutions designed to help you grow your business—at Google Marketing Live. Register now to watch live on July 10, 9:00 a.m. PT / 12:00 p.m. ET.
Posted by Sridhar Ramaswamy, Senior Vice President, Ads & Commerce

Every year at the Cannes Lions festival, the world gathers to celebrate creativity in marketing, design, tech and entertainment. The festival is a great source of inspiration, with thought-provoking programming that awakens the creative senses of people and brands alike.

YouTube’s creative canvas represents an exciting opportunity for brands and agencies to reimagine their approach to video. To help, we’re creating a new set of tools.

Today, we’re introducing YouTube’s creative suite, a collection of resources to help you tell great stories on YouTube, test creative variations and measure creative impact. Kellogg’s is already tapping into tools like YouTube Director Mix to harness the power of personalization, while 20th Century Fox is pairing experimentation with Video Ad Sequencing to give viewers story-driven introductions to new films.

Let’s meet the suite.

Driven by rapid changes in technology and mobile, consumer expectations continue to rise at an unrelenting pace. There are brand new ways for people to find and engage with businesses, and it’s becoming critical for marketers to remove friction at every step of the consumer journey. This morning at Search Marketing Expo Advanced, we made three announcements for marketers and retailers including:

1. New innovations to highlight your physical locations

Almost 80% of shoppers will go in store when they have an item they want immediately.¹ To help capture this demand, we’re expanding affiliate location extensions to video campaigns on YouTube – on top of Search and Display campaigns. This helps brand manufacturers drive and measure foot traffic to nearby retail stores and auto dealers that sell their products. We’ve seen that adding affiliate location extensions to TrueView in-stream and bumper ads can increase clickthrough rate by over 15%.²

New local catalog ads on Display will also roll out to all advertisers by the end of the month to help shoppers discover what you sell, then visit your store. One-third of shoppers say finding inspiration is something they enjoy most about shopping.³ This interactive experience highlights a hero image and your inventory in an easy-to-scroll, mobile layout that helps shoppers explore your products. It also features in-store availability and detailed pricing information. This new format can complement your traditional print campaigns – including catalogs, flyers, and circulars – with the added audience and measurement benefits of digital ads.



Boulanger is one of the largest electronics and appliances retailers in France. The retail brand had a special promotional event for Spring 2018, so it turned to local catalog ads to boost its sales. Boulanger showcased a cheerful lifestyle image, a message welcoming the season and products carefully curated for local in-store promotion. With help from both click-based and impression-based store visits* (launched in March), the campaign drove over 20K visits to its stores, delivering a return of 42 times its investment on ad spend.
Posted by Surojit Chatterjee, Director of Product Management

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1. Google/Ipsos, U.S., “Shopping Tracker,” Online survey, n=3,613 online Americans 13+ who shopped in the past two days, Oct.–Dec. 2017
2. YouTube Internal Data, US, CA, UK, DE, AU, November 2017
3. Google/Ipsos, “Shopping Tracker”, October-December 2017, Online survey, US, n=3,613 online Americans 13+ who shopped in the past two days
4. Google internal data, Feb - June 2018

Consumers search for and research products in more ways than ever before across devices, on websites, and product review blogs. It’s essential to consider the entire customer journey and keep people engaged once they reach your business. That’s why we introduced an integration between Optimize and AdWords to make it easy for marketers to test and create personalized landing pages.

Suppose you want to improve your chocolate shop's sales for the keyword “chocolate gifts.” You might use the Optimize visual editor to create two different options for the hero spot on your landing page: a photo of an assorted chocolate gift box versus a banner reading "Save 20% on gifts." And then you can use Optimize to target your experiment to only show to users who visit your site after searching for “chocolate gifts.”


How Spotify boosted conversions with Optimize and AdWords

Spotify, one of the world’s leading audio streaming services, is just one example of a company that has successfully used the Optimize and AdWords integration to drive more conversions from their search campaigns. Spotify discovered that the most streamed content in Germany was actually audiobooks, not music. So they wanted to show German users that they have a wide selection of audiobooks, and also that the experience of listening to them is even better with a premium subscription.

Using the AdWords integration with Optimize 360 (the enterprise version of Optimize), Spotify ran an experiment that focused on users in Germany who had searched for “audiobooks” on Google and clicked through on their search ad. Half of these users were shown a custom landing page dedicated to audiobooks, while the other half were shown the standard page. The custom landing page increased Spotify’s premium subscriptions by 24%.

”Before, it was a fairly slow process to get all these tests done. Now, with Optimize 360, we can have 20 or more tests running at the same time. It’s important that we test a lot, so it doesn’t matter if we fail as long as we keep on testing,” said Joost de Schepper, Spotify’s Head of Conversion Optimization. Watch Spotify’s video case study to learn more.


Driving your own results

Today, we’re announcing three new updates to make it easier for all marketers to realize the benefits that Spotify saw from easily testing and creating more relevant landing pages:

1. Connect Optimize with the new AdWords experience

You can connect Optimize to AdWords in just a few steps. Follow these instructions to get started.

Not using the new AdWords experience yet? Make the switch to gain access to more actionable insights and faster access to new features.

2. Link multiple AdWords accounts at once

For advertisers that have many AdWords accounts under a manager account, individually linking each of those sub-accounts to Optimize can be time consuming.

Now, you can link your manager account directly to Optimize. This will pull in all your AdWords accounts at once, allowing you to immediately connect data from separate campaigns, ad groups, and more. To get started, switch to the new AdWords experience, and then you’ll see an option to link your manager account in your Linked accounts, learn more.

3. Gain more flexibility with your keywords

You can now run a single experiment for multiple keywords, even if they’re across different campaigns and ad groups. For example, test the same landing page for users that search for “chocolate chip cookies” in your “desserts” ad group and for users that search for “iced coffee” in your “beverages” ad group.

With the Optimize and AdWords integration, driving results through A/B testing is fast and simple. Sign-up for an Optimize account at no charge and get started today.

Happy Optimizing!

Posted by Rotimi Iziduh, Product Manager, Google Optimize

Consumers have high expectations for faster, safer and better digital experiences. This means it's more important than ever for brands to deliver on these expectations.

At Google, we're building new innovations to help AdWords advertisers design the best web experiences for your customers.


Speed: Improvements to click measurement
Speed matters. In fact, a one-second delay in mobile page load can decrease conversions up to 20%.¹ That’s why we announced support for Accelerated Mobile Pages (AMP) as landing pages in AdWords and developed new tools like the Mobile Speed Scorecard and the Impact Calculator. With just a few inputs, this tool estimates the revenue impact that can result from improving the speed of your mobile website.

Another way we’re improving mobile site speed is parallel tracking (blog | help center) -- which was introduced earlier this year for advertisers using click measurement systems. How does this improve speed? After an ad click, web browsers will process click measurement requests in the background, helping people reach your site up to several seconds faster.² This creates better user experiences, leading to more conversions and less budget spent on bounced clicks.

Starting October 30, 2018, parallel tracking will be required for all AdWords accounts. To get a jump start, you can now opt in your Search Network and Shopping campaigns. And even if you don't intend to turn it on today, you should start talking with your click measurement providers to ensure that they are ready for this change. Doing so, ensures there’s no disruption to your click measurement system.

If you've confirmed that your click measurement system is already compatible, you can opt in from your account-level "Settings" page in the "Tracking" section. Learn more



Security: Focus on HTTPS
You want your customers to have a safe and secure experience, every time they engage with your website. But too many brands still use unencrypted HTTP to send users to their landing pages. That's why Google strongly advocates that sites adopt HTTPS encryption, the industry standard for ensuring the security and integrity of data traveling between the browser and the website.

Over the last year, Chrome has marked an increasingly large set of HTTP pages as "not secure." Beginning in July 2018 with the release of Chrome 68, Chrome will mark all HTTP pages as “not secure.”

• Enabled HTTP Search ad clicks to automatically be redirected to HTTPS when we know that your site prefers HTTPS, which we will begin rolling out the week of June 11.
• Launched Ad version history to allow advertisers to update your landing page URLs from HTTP to HTTPS without resetting all of your performance statistics. 
• Will start to warn advertisers in AdWords when you’re using less secure HTTP addresses for landing pages, in the next few weeks.

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1. "State of Online Retail Performance," Akamai, April 2017
2. Google Internal Data, Japan/India/US. Aggregated anonymized data from a sample of users that have clicked on an AdWords ad with URL tracking, August 2017

I/O is an inspiring moment. Every year it's exciting to connect with the developer community and hear about all of the amazing things you’re building, especially mobile apps.

These apps are the very reason many people consider their phones indispensable. People use these apps to stay connected, be entertained, and get everyday tasks done. Last year alone, people downloaded 94 billion apps from Google Play.¹

This means more opportunities for developers. With millions of apps in the ecosystem, your ads have to work harder to make your app stand out. And with users being more selective about the apps they keep, you need to create user-first ad experiences to monetize effectively.

In order to build a successful app business, you need tools that help you grow and earn more. That’s where Google can help. Tomorrow morning, you’ll hear about ads innovations designed to help you do just that and examples of developers who are thriving with them. Check out the livestream here on Channel 01 at 10:30am PT.


Grow your user base

Developers have driven more than 10 billion app installs with AdWords.²  This week we are announcing several new innovations to help you find valuable users for your app.


Surface more relevant content in your app promotion ads 
70% of users decide whether to install an app based on how much they’ll use it.³ To provide users more helpful information, we’ll launch a beta that allows developers to surface relevant app content within ads. For example, Wish, a shopping app, can link its product catalog to AdWords and surface relevant in-app product images and descriptions directly in its ads. This beta will be available in the coming months.

Surfacing relevant in-app content in ads

Get more people playing your game

Another way we’re helping developers find new users is by making app discovery easier. For gaming developers, we launched Google Play Instant in March to enable new players to try your game without having to download it first. Recently, we’ve started early testing to make Google Play Instant compatible with AdWords. Users can then try out games directly from ads across all the channels that Universal App campaigns reach.
                                                   Google Play Instant compatible with AdWords


See a more complete view of your advertising results

To give you a more complete picture of how your ads are working, we’re planning on making view through conversion (VTC) reporting available to AdWords app advertisers later this month. With VTC reporting, you can understand which viewable ad impressions were associated with conversions. For example, you can use these reports to better understand how well your video and display ads influenced app installs. VTC reporting will consider only impressions that meet the Media Rating Council (MRC) definition of ad viewability.

Rewarded reporting in AdMob

Posted by Sissie Hsiao, VP of Product, Mobile App Advertising at Google

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1. Google Play Data, Global, April 2018.
2. Google Ads Data, iOS/Android, Global, March 2018
3. Ipsos & Google, April 2018
4. Source: Google Ads Data, iOS/Android, Global, March 2017 - Feb 2018

At Google, we take seriously our responsibility to help create and sustain an advertising ecosystem that works for everyone. Our ads are meant to connect users with relevant businesses, products and services, and we have strict policies to keep misleading or harmful ads off of our platforms—in fact, we removed 3.2 billion bad ads last year alone.

Today, we’re announcing a new policy to prohibit ads that promote bail bond services from our platforms. Studies show that for-profit bail bond providers make most of their revenue from communities of color and low income neighborhoods when they are at their most vulnerable, including through opaque financing offers that can keep people in debt for months or years.

We made this decision based on our commitment to protect our users from deceptive or harmful products, but the issue of bail bond reform has drawn support from a wide range of groups and organizations who have shared their work and perspectives with us, including the Essie Justice Group, Koch Industries, Color of Change and many civil and human rights organizations who have worked on the reform of our criminal justice system for many years.

According to Gina Clayton, executive director of the Essie Justice Group, "This is the largest step any corporation has taken on behalf of the millions of women who have loved ones in jails across this country. Google's new policy is a call to action for all those in the private sector who profit off of mass incarceration. It is time to say ‘no more.’"

Enforcement of this policy will begin in July 2018. This policy change is part of our ongoing efforts to protect users on our platforms.

Posted by: David Graff, Director, Global Product Policy

We introduced AdWords 17 years ago to help businesses, large and small, get online and connect with customers around the world. Although a lot has changed since then, our mission remains the same. We want AdWords to work for everyone, whether you’re a coffee shop or a global agency.

The new AdWords provides a faster and more intuitive experience that's focused on helping you reach your goals, like creating campaigns based on your business goals or using keyboard shortcuts to navigate your account faster. Now, all the features you rely on to run your business are available in the new experience—from remarketing lists for search ads to Google Analytics columns to the Keyword Planner.

The new Keyword Planner

Shoppers are looking for and researching products across all devices in more ways than ever before: searching online, watching product review videos, reading blog posts, browsing in apps, reading product ratings, etc. Each of these moments creates a new opportunity for you to get your product in front of a potential customer. Yet, it’s a challenge to manage across channels, products, technology, and data to reach today’s customers - all while trying to hit your marketing objectives.


Introducing Shopping campaigns that are goal-optimized

The next generation of Shopping campaigns empowers you to tackle this challenge head-on by tapping into the power of automation and machine learning to maximize your conversion value. For example, if you’ve defined your conversion value to be “revenue,” the goal-optimized campaign type will automatically optimize across networks to maximize “revenue” based on your budget constraints. The new Shopping campaign type also combines the channels previously available through separate Shopping and display remarketing campaigns into one campaign so you can maximize your reach and simplify campaign management.

While standard Shopping campaigns will continue to provide a more manual option, the new Shopping campaign type offers a fully-automated solution to drive sales and reach more customers. Managing your Shopping campaigns has never been easier.


Drive conversion value with automation and machine learning

Combined with signals like intent and context, there are a vast number of variables to consider when making important optimization decisions. The new Shopping campaign type is automatically goal-optimized and will take the guesswork out of your day-to-day optimizations to deliver your marketing goal, whether it’s maximizing conversion value or maximizing conversion value at a specific return on ad spend (ROAS). Our systems will evaluate all available signals and use machine learning to predict the likelihood of a search query to convert so you can make the most of your budget across networks, products, and audiences.


Find more customers with unparalleled reach

The new Shopping campaign type combines Shopping and display remarketing campaigns to deliver your ads across Google’s entire suite of sites and networks. Reach relevant and valuable potential customers while they’re looking at content across Google.com, the Google Search Network, the Google Display Network, YouTube, and Gmail.
Posted by Tom Beyer, Product Manager, Shopping and Roy Baharav, Product Manager, Display Remarketing