Online advertising doesn’t need to be confusing or out of your control. Whether you’re watching tutorials on YouTube or looking up recipes on Search, you should have a say in the ads you see online.
That’s why today, My Ad Center will start rolling out to users around the world to help you control the kinds of ads you see across Google on Search, YouTube and Discover. You’ll also be able to block sensitive ads and learn more about the information used to personalize your ad experience.
Ads about the things you care about
My Ad Center was designed to give you more control over your ad experience on Google’s sites and apps. When you’re signed into Google, you can access My Ad Center directly from ads on Search, YouTube and Discover, and choose to see more of the brands and topics you like and less of the ones you don’t. You will never have to spend time searching for the right control or decoding how your information is used. Instead, you can manage your ad preferences without interrupting what you’re doing online.
Imagine you spent months researching your latest beach trip, and now that you're back, you don’t want to see vacation ads. With My Ad Center, you can just tap on the three-dot menu next to a vacation ad and choose to see less of those types of ads. You can also choose to see ads about things that you care about, like deals for sneakers or holiday gifts for your loved ones.
On YouTube, you can tap on the three-dot menu next to an ad to access My Ad Center and choose the topics and brands you want to see more or less of.
You can also turn off ads personalization completely. My Ad Center makes this control easy to find by putting it front-and-center in the product. If you choose not to see personalized ads, you’ll still see ads, but you may find them less relevant or useful. This will apply anywhere you’re signed in with your Google Account.
There also may be certain ad topics that you don’t want to engage with at all. With My Ad Center, you can choose to limit ads related to topics such as alcohol, dating, weight loss, gambling, pregnancy and parenting.
In My Ad Center, you can tap on “Customize Ads” to choose the topics and brands you want to see more or less of.
Ad controls that put your privacy first
We follow a set of core privacy principles that guide what information we do and don’t collect. We never sell your personal information to anyone, and we never use the content you store in apps like Gmail, Photos and Drive for ads purposes. And we never use sensitive information to personalize ads — like health, race, religion or sexual orientation. It’s simply off limits.
My Ad Center builds on those commitments by giving you the ability to control what information is used to personalize the ads you see. And if you’re not sure what you’re sharing, it’s easy to quickly see what information we use, and control it based on your preferences.
You can decide what types of your activity are used to make Google products work for you — independent of the ads you're shown. In the past, if your YouTube History was on, it automatically informed how your ads were personalized. Now, if you don’t want your YouTube History to be used for ads personalization, you can turn it off in My Ad Center, without impacting relevant recommendations in your feed.
You may also see ads meant for certain audiences based on your Google activity – categories such as education, relationship status or the industry you work in. Now you’ll be able to choose and adjust how categories inform your ads, or turn them off completely. This way, you can more easily choose the ad experience that’s right for you.
You can turn on or off YouTube History for ads personalization.
Ad controls beyond Google
Finally, there are times you may see ads from businesses which use Google tools to advertise on other sites and apps. The option to turn off personalized ads in My Ad Center applies to ads you see on and off Google, and will automatically apply on any device where you’re signed in to your Google account. If you’re not signed into Google, you can still control your preferences in Ad Settings.
It’s our responsibility to strengthen the ways we keep you in control of your ad experiences, while ensuring that every day, people are safer with Google. To learn more about our commitment to privacy, you can visit our Safety Center.
Technology is powering more business growth around the world than ever before. And new consumer behaviors are redefining the role technology plays in everyday life. We see this in the surge of video watch time, the rise of browsing behavior on Search and the growth in online shopping. There is opportunity in all of this.
With the right tools, you can meet your customers where they are today while building resilience for tomorrow — and Google is here to be your partner. Your insights and feedback are helping shape every investment we’re making across Google Ads.
Throughout Google Marketing Live, you’ll see the many ways we’re working to help you unlock growth for your business and navigate today’s rapidly shifting advertising landscape. Join us at 9:00 a.m. PT (12:00 p.m. ET) to hear about Google’s latest product innovations across Ads and Commerce. Here’s a preview of some of those announcements.
Reimagining the future of marketing across Search and YouTube
Consumers are turning to Google Search and YouTube more than ever for help with purchase decisions. In fact, we see over one billion shopping journeys happen across Google every day.
When it comes to shopping on Google Search, we’ve made the experience more natural and intuitive. Categories like apparel have seen tremendous success as consumers explore information in more visual and browsable ways. Later this year, advertisers will be eligible to show new, highly visual Shopping ads to U.S. customers. These will be clearly labeled as ads and will be eligible to appear in dedicated ad slots throughout the page.
Reimagining Shopping ads in new, visually engaging search results (U.S.-only search results)
However, nothing can quite replace seeing a product in person or bringing it home to try out. Augmented reality (AR) on cameras gets us close, and shoppers are ready for it. More than 90% of Americans currently use, or would consider using, AR for shopping.
Augmented reality in Search provides a fully immersive shopping experience
In the coming months, you’ll also be able to promote your loyalty benefits to potential customers in the U.S. when they’re shopping across Google. Loyalty programs represent a meaningful relationship between you and your customers, and soon you’ll be able to easily integrate them with Google Ads.
Showcase your loyalty benefits across Google to consumers in the U.S.
Using Performance Max campaigns — along with a product feed — you’ll be able to drive more online loyalty sign-ups across YouTube, Display, Search, Discover, Gmail and Maps.
Starting today, your Video action campaigns and App campaigns will automatically scale to YouTube Shorts. YouTube Shorts now averages over 30 billion daily views — four times as many as a year ago — and we want to help you reach people immersed in this short-form content.
Product feeds on Video action campaigns will roll out to YouTube Shorts later this year
Delivering better results with automation and insights
The best way to unlock growth for your business is combining your data and marketing expertise with Google’s machine learning. This means building automated products that meet your objectives and are simple to use.
Performance Max campaigns are a powerful tool for helping you meet consumers where they are across Google channels. In fact, advertisers that use Performance Max campaigns in their account see an average increase of 13% total incremental conversions at a similar cost per action.
1. More tools for experimentation, like A/B tests to see how Performance Max is driving incremental conversions.
2. Expanded campaign management support in Search Ads 360 and the Google Ads mobile app.
3. Support for store sales goals to optimize for in-store sales, in addition to store visits and local actions.
4. Maximize impact with burst campaigns for a set time period to help meet in-store goals during seasonal events.
5. New insights and explanations, including attribution, audience and auction insights so you know what’s driving performance.
6. Optimization score and recommendations so you can see how to improve your campaign.
Rothy’s, a sustainable brand known for its iconic shoes and accessories, turned to Performance Max to connect with customers across channels. As a result, they increased conversions by 60% and grew revenue by 59%.
Insights page uses machine learning to identify new pockets of consumer demand and provide personalized trend data. Only Google can surface these types of insights, based on the billions of searches we see every day and the millions of signals we analyze for every ad auction. Today, we’re introducing three new reports that will roll out over the coming months:
1. Attribution insights show how your ads work together across Google surfaces — like Search, Display and YouTube — to drive conversions.
2. Budget insights find new opportunities for budget optimization and show how your spend is pacing against your budget goals.
3. Audience insights for first-party data show how your customer segments, like those created with Customer Match, are driving campaign performance.
Building resilience in a shifting landscape
At Google we’re driven by a shared goal: to be the most helpful company in the world. But we know that our products can only be as helpful as they are safe. That's why we’re launching innovations like My Ad Center later this year to keep users in control of their privacy and online experience. People will be able to pick the types of ads they want to see more or less of, and control how their data informs ads they see across YouTube, Search and Discover.
Control your ads experience in My Ad Center
And these solutions can and should still work for advertisers. We can both advance privacy and continue supporting the ecosystem.
Join us at Google Marketing Live
What an extraordinary time to be in this industry — my team and I are humbled to be on this journey with you. It’s a big moment for all of us, and I know that we can meet it by working together.
Google Marketing Live is a highlight for me every year because it’s a time when we get to meet with businesses around the world to exchange ideas. Your perspectives have shaped our roadmap in so many ways. Products like Performance Planner, pickup today in local inventory ads and conversion goals were all developed directly from conversations with marketers who attended this event. Together, we are building products to shape the future of advertising.
Please join us on Tuesday, May 24, 2022 at 9:00 a.m. PT for the opening keynote of our annual Google Marketing Live event. The keynote will be livestreamed globally along with a whole suite of on-demand, virtual breakout sessions built to help you achieve your business goals. We hope to bring the industry back together with some in-person programming to complement our global livestream. We’ll confirm official plans closer to the event.
From more ways to keep up with changing consumer trends to better tools to measure marketing performance in a privacy-safe way, we can’t wait to share our newest innovations with you. Save the date and stay plugged in to the ongoing conversation at #GML2022.
Like many of you, I’ve spent the first month of 2022 ramping back up at work and making progress on plans for this year. And while there still isn’t a playbook for navigating a pandemic that’s upended daily life, my team is continuing to focus on ways Google can help you respond and deliver on your greatest business needs.
Buying behavior will continue to change, and people will use technology in new ways to discover products and brands. That’s why my team and I are more committed than ever to connecting consumers with the businesses around them, while continuing to power a free and open internet.
Buying behavior will continue to change, and people will use technology in new ways to discover products and brands.
This is an intentionally ambitious goal, and today, I want to share the three priorities that are guiding our product roadmap: unlocking new opportunities for business growth, preparing for the future of measurement and ensuring we exceed consumer expectations for privacy.
Unlocking new opportunities for growth with automation
Shifts in consumer behavior continue to present challenges and opportunities for businesses around the globe. And despite some parts of the world reopening, it appears many of these shifts will not only stay, but accelerate. Take food delivery, for example. Searches for “takeout restaurants” surged 400% last year compared to the start of the pandemic.
In meeting with many advertisers, I’ve heard how readiness, speed and agility have been critical for managing complexity and driving growth in these uncertain times. That’s why advertisers are turning to automation more than ever before. In fact, over 80% of Google advertisers are now using automated bidding to free up time and improve ad performance.
Over 80% of Google advertisers are now using automated bidding to free up time and improve ad performance.
It’s also important to build on innovations like Performance Max campaigns — and make them easy to use. This single campaign enables marketers to find incremental, high-value customers across Google’s full range of advertising channels and inventory. By simply providing conversion goals, audience signals and a number of creative assets, advertisers that use Performance Max campaigns in their accounts have seen an average increase of 13% total incremental conversions at a similar cost per action.
Performance Max campaigns help you increase conversions across
Google’s full range of advertising channels and inventory.
Similarly, Discovery campaigns allow you to reach up to three billion users across Google feeds like YouTube and Discover — all from a single campaign. You can deliver highly visual, inspiring and personalized ad experiences to people who are ready to discover your brand.
Across all Google Ads campaigns — including Video action campaigns and Smart Display campaigns — our data shows that automation is unlocking growth for businesses around the world. This is especially true for Search campaigns. As we continue improving our Search products, we’re seeing the multiplicative effect of using automated targeting, creative and bidding together.
Automation is unlocking growth for businesses around the world.
One of my favorite examples comes from tails.com, which is based in the UK. The tailor-made dog food brand took a test, learn and scale approach as it expanded into new markets across Europe. Using the combination of broad match, Smart Bidding and responsive search ads, tails.com increased sign-ups in Germany from its generic Search campaigns by 182%.
Preparing for the future of measurement
Whether it’s Google Ads or Google Analytics, the products you use should help you solve the unique challenges facing your business. They also need to deliver meaningful results and performance, especially during times of change and uncertainty.
For example, we know that new approaches to measurement are critical as cookies and other identifiers are phased out. The future of measurement is combining consented first-party data with insights from new, privacy-safe technology, like browser APIs, and using modeling to close data gaps. Solutions like enhanced conversions, consent mode, conversion modeling and data-driven attribution allow you to respect your customers’ privacy preferences, while confidently measuring the impact of your ads.
The future of measurement is combining consented first-party data with insights from new, privacy-safe technology.
First-party data is not only critical for measuring your media, it’s also essential in understanding your customers. Our research shows that companies that link their first-party data sources can generate 1.5 times the incremental revenue from single ad placement, communication or outreach.
Exceeding consumers' expectations for digital privacy
There’s been a massive acceleration in the way people use technology to connect with businesses during the pandemic. Meanwhile, there are rising expectations for user privacy and control. You have to meet your customers where they are and build meaningful relationships in a privacy-safe way.
Empowering best-in-class marketing
Whether a global brand like PepsiCo or an online business like tails.com, your stories of resilience and ingenuity continue to inspire my team to build for the future.
There’s never been a more exciting time to be a marketer, and we’re here to be your partner along the way. As you make progress on your plans for the year ahead, continue to share your stories and feedback within the product and at events like Think Retail and Google Marketing Live. We’ll continue listening, sharing insights and building products to help you come back stronger in 2022.
The COVID-19 recovery process will vary by country, region and business sector, but the transformation will have an impact on all of us. Google is committed to providing economic relief and supporting the pandemic recovery efforts, which is why we’re working to provide accurate vaccine information and increasing vaccine access to people around the world, with a particular focus on countries that are continuing to experience the pandemic most intensely.
We’ve also been focused on how our products can help make things easier for people during this difficult time. Last year, we revamped our roadmap with simple, helpful solutions like curbside pickup for Local Inventory Ads and booking services directly in Search results through Local Services Ads. In 2021 we’re continuing to fine-tune our products to help advertisers connect with consumers even as the world around us keeps changing.
Join us today at Google Marketing Livestream 2021 at 8 a.m. PT / 11 a.m. ET to learn more — including a deep dive into our latest innovations across privacy, measurement and automation.
Developing privacy-safe advertising technology
Time spent with digital media increased 15% last year, according to eMarketer, as people turned to devices like smartphones, connected TVs and computers. As they use digital tools to manage more aspects of their lives, people want to know that their privacy is protected and we expect these concerns will only increase in the future.
A healthy ads ecosystem is critical to keeping the internet open and accessible for everyone, but we must also ensure that people feel safe when they are online. Now is the time for our industry to rethink our practices and take bold action to regain people’s trust. That’s a key reason why we announced earlier this year that we won’t build alternate identifiers once third-party cookies are phased out.
The good news is that it’s possible to improve privacy while still delivering business results. We’re collaborating with the web community to build solutions like those in the Privacy Sandbox. It’s an open-source initiative to develop new technologies centered on privacy techniques like anonymization, aggregation and on-device processing designed to support key advertising use cases such as interest-based ads, measurement and more.
Navigating new measurement and
Accurate measurement of your marketing is especially critical so that you know where to invest to drive the most impact. But the tools advertisers have historically relied on to measure results — such as cookies and other identifiers — are rapidly changing. We're focused on ensuring privacy-safe measurement is accessible to businesses and brands of all sizes.
We're investing across our products to help unlock insights into consumer behavior and purchasing decisions using machine learning. For example, we’ll soon be including Display and YouTube, as well as in-app conversions, in all Google Ads attribution models, including data-driven attribution powered by Google’s machine learning. These changes will help you properly value the impact of all your Google Ads campaigns.
We recently shared how we're making it possible for you to use your consented first-party data to preserve accurate measurement, even when fewer cookies are available. First-party data can also help you connect with more of the right people for your business. We're now expanding the availability of Customer Match to nearly all advertisers to reach and re-engage customers across ad types. As we look to the future, you can expect to see more innovations like these to help with your transition to a privacy-first world.
Improving automation with better performance
As the recovery continues, advertisers can automatically tap new pockets of growth by using products that dynamically respond to the market conditions most relevant to their business. Today, advertisers are applying automation to more aspects of their campaigns than ever before — from automatically assembling and selecting the best-performing creatives with responsive search ads, to finding more search queries that perform using broad match keywords, and setting the right bid for every auction by factoring in a wide range of signals that predict performance using Smart Bidding. In fact, we’ve seen that automation products are even better together. For example, companies that switch from phrase match keywords to broad match keywords in campaigns that use Target CPA bidding see 25% more conversions.
Since automation is delivering strong results for advertisers, we want to help you use it in more places. Today more than 80% of advertisers use automated bidding to take the guesswork out of setting bids and to achieve their performance goals. For example, advertisers who want to optimize their campaigns based on return on ad spend use Target Return on Ad Spend (Target ROAS) Smart Bidding strategies to automatically optimize bids and maximize revenue. Now we’re expanding Target ROAS to work across even more of Google’s channels, including Discovery ads and Video action campaigns.
Just like with automation, you get more efficiency and better results when our advertising tools work together. So we've made it easy for retailers to connect your Google Merchant Center feed to Discovery ads and Video action campaigns. This will help you use images and video to drive product discovery and purchases for your full product catalog. In March, when we compared more than 900 Video action campaigns, we found advertisers that added product feeds drove 60% more conversions at a lower cost, compared to advertisers that didn't add product feeds.
Bringing the full value of automation to more advertisers
Last year we shared that we were testing a new type of campaign called Performance Max. It brings together the best of Google’s automation to help advertisers drive better results across all of Google’s channels: YouTube, Display, Search, Discover and more. Starting today, Performance Max campaigns are expanding to thousands of additional advertisers, with general availability coming later this year (visit the Google Ads Help Center for more details and complete this interest form if you’d like to join the beta).
We’re also adding support for Performance Max campaigns on the Insights page. We heard beta testers tell us they wanted more transparency into how automation is working and what’s driving performance changes. With this update, you’ll be able to see things like which audiences are converting, top-performing creatives, auction insights and trending search categories. You can also preview how your best ads are showing up on each channel.
We’ve seen great results during early beta testing. Vodafone Turkey, part of the Vodafone Group, a leading telecommunications company in Europe and Africa, adopted Performance Max with the goal of scaling lead generation for its phone plans across all of Google’s channels to reach more potential customers. During testing, Performance Max campaigns drove an 18% increase in leads at a 70% lower cost per acquisition compared to their Search campaigns. As a result, Vodafone Turkey adopted Performance Max campaigns as its main lead generation campaign on top of its standard keyword-based Search campaigns. Visit the Advertising Solutions Center to see more Performance Max success stories from companies like Neo4j and MoneyMe.
“We're always keen on adopting new advertising technologies that create sales growth with lower costs. Performance Max aligns with our business objectives and helps us acquire new customers without cannibalizing sales between campaigns.”
Ayda Yorukoglu - Digital Marketing Product Owner, Vodafone Turkey
Grab a (virtual) front row seat at Google Marketing Livestream
We’re continuing to learn from you to understand how we can make Google’s products better for the future. Tune in to Google Marketing Livestream today at 8 a.m. PT / 11 a.m. ET to hear about these innovations and much more.
Thank you for your partnership, and we look forward to seeing you soon at Google Marketing Livestream.
Businesses play a critical role in helping our communities thrive. As the world around us continues to change, our commitment to you remains the same: helping you grow your business and meet the needs of today’s consumers.
Many of you — who run businesses large and small, around the world — have shared what you need from partners like Google to be successful. We heard you. So we’ve been busy building new solutions to help you be ready for what comes next.
Join us on May 27 at 8 a.m. PT for Google Marketing Livestream 2021 — a virtual keynote where we’ll announce new products and share the latest trends and insights. You’ll also hear from industry leaders who have transformed their businesses to adapt to the new realities.
It’s a virtual experience like no other.
Register now to get a front row seat. And join the conversation at #GML2021.
Advertising Week is an event I look forward to every year—it brings global thought leaders together to find new ways we can use technology to solve business challenges. Over the past few months, I’ve had a chance to meet virtually with many of you to learn how COVID-19 is impacting your business and how partners like Google can help. I’ve been inspired by how you’re supporting your local communities and re-imagining ways to run your business.
You've also shared great ideas for how we can build better solutions that help you grow your business online. Today at Advertising Week, I’m excited to share innovations that will give you new insights about changing consumer behavior and help you meet customer demand in real time through automation.
Get insights tailored for your business
Consumer behavior is constantly changing, and the pandemic has only accelerated the pace of that change. For example, Kettlebell Kings saw a surge in interest for home fitness products when communities began sheltering in place. By meeting this demand from customers, the team processed more sales in one day than they typically would have over the course of months! For Zazzle, an online marketplace for customized products, exploring search trends allowed them to identify rising categories like puzzles and outdoor games as people looked for activities to do at home. By investing in these categories, Zazzle was able to deliver on customer needs and improve campaign performance.
These businesses are proving how important it is to stay ahead of shifts in consumer behavior in order to drive continued growth. That’s why we’re introducing the new Insights page in Google Ads to give you custom insights specific to your business. We’re rolling out the beta in the coming months and will add new information over time—including audience and forecasting insights.
The Insights page will feature a trends section that shows current and emerging search demand for the products or services most relevant to your business. For example, an outdoor retailer can quickly take notice of rising demand for tents as consumers gear up for more outdoor adventures. And a vacation rental company might see a growing trend for cabins. Explore these trends to uncover opportunities for categories you already promote in your campaigns—as well as for new, related areas you could tap into.
You can deep dive into a trend to understand which queries consumers are searching for or the geographic locations where demand is growing the most. These trends are aggregated and anonymized across many queries and can’t be tied to any individual user. Also use the integration with recommendations to easily activate keyword, budget and bidding optimizations in a few steps. You can apply these learnings to unlock new business opportunities, like new product areas to pivot into or future promotions to highlight.
Keep up with consumer demand and take action in real time
Insights help you keep a finger on the pulse of changing consumer demand, and automation makes it possible to act on it in real time. To bring the full value of automation to more businesses, we’re introducing Performance Max campaigns, a new way to buy Google ads across all our inventory.
Google Ads currently offers fully-automated campaigns for app marketers, retailers, and businesses with physical locations to drive results across Google’s surfaces. Performance Max campaigns will build on learnings from those campaigns to deliver a comprehensive solution that works for all advertisers across a wider range of marketing objectives. They’ll deliver four main benefits:
1. Customer reach: Performance Max campaigns will complement your Search campaigns, and be the most complete solution to help you drive conversions and revenue by unifying Google’s ad inventory.
2. Performance towards your business goals: Over time, you’ll be able to choose from multiple marketing objectives like online sales, new customer acquisition, and offline sales. For the first time, you’ll also be able to drive new leads across Google from one campaign. Machine learning will automatically optimize for your most valuable customers across channels.
A new goals-first setup makes it easier to fully define your conversion goals. For example, if your objective is to generate leads, you can make sure you’re capturing both form submissions and phone calls as goals.
3. New reporting and insights: Get a deeper understanding of how machine learning is working for your business, such as which audiences and creative asset combinations are performing the best. Performance Max campaigns will also be included in the new Insights page to help you understand what’s driving changes in your performance.
4. New campaign inputs: While automation helps you drive better results, your expertise and knowledge of your business can improve how machine learning performs. Speed up the campaign learning process by specifying which audiences are most likely to convert. Combine these inputs with value rules to indicate which conversions are worth the most to your business based on characteristics like audience, location and device.
We’re still in the early stages of testing Performance Max campaigns and will invite more advertisers to join the beta next year. You should continue to use existing campaign types to meet your business goals during this important holiday season.
Reach more viewers and inspire action
As people spend more time at home, video streaming is a key area where a "new normal" is emerging. On YouTube in particular, over 2 billion people globally are gravitating towards timely content to stay entertained, keep up with current events, and learn new skills. In the coming weeks, Video action campaigns will expand to all advertisers to help you drive more conversions from video and inspire action across YouTube and Google video partners.
People are also watching YouTube in more ways than before—for example in the U.S., over 100 million people watch YouTube and YouTube TV on their TV screen each month. Given this boom in TV viewership, we’ll continue exploring ways your ads can appear with Video action campaigns and test direct-response video ads on new surfaces like connected TVs over the next year.
Even as the world around us continues to change, our commitment to you remains the same: we’re here to help businesses of all sizes grow online and get ready for what comes next.