Highlights from Google I/O 2016 and Performance Summit

Highlights from Google I/O 2016 and Performance SummitJune 2016@sree_raman

GBG Mumbai goes to I/O, 3rd time in a row

Many Firsts

Numbers that matterOver 1 billion Chrome mobile users

200 million active Google Photos users

65 billion app downloads

600 different Android phones

12 different Android Wear partners

50 million Cardboard apps installed

25 million Chromecasts sold

50% of search from mobile, 20% voice

Chrome 4bn in 4 years. 24billion selfies

Keynote recap in 10 mins

https://www.youtube.com/watch?v=f7_4QoZwH54

In SumVR, Messaging & Voice Assistant

The return of the web. Well, mobile web

https://www.youtube.com/watch?v=0SSI8liELJU

The mobile web why?

The mobile web 4 pillars

The mobile web (API) Passive event listeners for smooth browsing

The mobile web - ampproject.org

The mobile web - Credential Management API

The mobile web make it easy for users

The mobile web Web Payments API

The mobile web push notification from web

The mobile web work offline, re-engage users, convert

10 billion push notifications everyday

The mobile web faster, better, easier

It even supports The Physical Web

Some more cools things we saw

The burning man

Self driving car

Project Loon

GMOJI

Autonomous Android Vehicle

Android Auto

Theres more atgoogle.com/io

youtube.com/user/GoogleDevelopers

My views published on ET: bit.ly/ioarticle

Reach the other expertsdevelopers.google.com/experts

gbgmum@gmail.com

How will Search Change?

Manan Shah,Digital Marketing Professional@mananshah_15

Its is not just enough to give users links, we need to help them get things done in the real world

Lets Hear What Sundar Pichai Has to Say!

Search 3.0 Assistive Search

The evolution of search is to be more assistive. It started with Conversational search voice search to what we see if assistive search. Googles expertise in extracting information from content across the web and from partners plus its machine learning smarts to understand what people are asking. How do they do this? Voice recognition, machine translation, natural language understanding as well as semantics coming together.

Two Way Conversational Search

Put another way, Google search has been largely a way that people typed queries in a one-way conversation to get information that they themselves used to complete tasks. Google assistant is going beyond that, to a two-way conversation,one that aims to fulfill tasks as well.

To put it in perspective broadly Our content marketing OR SEO strategies will need to have the conversational/informational trigger terms, and not just clickbaits; effectively would content need to be become answers to the questions users ask.

Personalised Search & User Intent

Higher & better understanding of users intent as well as permanent Logged in User; which means personalised/customised results. This again increases the importance of local SEO.

Mobile Responsive is Past!

Its Mobile First World Now!

Progressive Web Apps (PWA) A mobile site that has the functionality of an appThey become apps progressively

Features of PWAs

Browser Agnostic

Work for every user on all browsers Standalone or Inapp Browsers seemslessly

Responsive ??

Work for every user on all browsers Standalone or Inapp Browsers seemslessly

Responsive

You web apps/ or say websites need to be like water; adaptable to any screens or form factors

Work offline or on low quality network connections

Update to DateHTTPSDiscoverableDiscoverable

Google Performance Summit

https://www.youtube.com/watch?v=JW1LS94wLJw

Expanded Text Ad Formats2X

Expanded Text Ad Formats

35 X 2Characters Headline35 X 2Characters Des. line20% IncreaseCTRs

Individual Bid Adjustment for Devices.

-100 to +900 % Bid Adjustments

Advertisers will be able to adjust bid multipliers from-100% to +900%for mobile, desktop as well as tablet, individually. Previously the bid adjustments could be done only for mobile, against desktop & tablet combined, within the range of -100% to +300%.Advertisers will now be able to set the base-level bid using the device of their choice, and have 3 separate device strategies instead of 2. This contributes to mobile first strategy, as it will be possible to run proper mobile-only campaigns for the first time since introduction of Enhanced Campaigns, without having to artificially downweight desktop & tablet bid.

Responsive Google-built display ads for mobile

Google announced responsive ads for display that automatically resize and adjust to the look and feel of the content to tap into publishers native ad inventory. The ads are built dynamically by Google. Advertisersprovide headlines, a description, an image and a URL

The ads unlock new native inventory in apps and mobile websites in the GDN. Whereas those sites may have been relying on another network for native ad serving, Google is saying it can now fill that inventory demand, too.

Google also announced that it is expanding the potential reach of GDN remarketing campaigns by giving you access to cross-exchange inventory, which includes more websites and apps around the world.

while the network already claims to reach 90% of all internet users, Google is expanding the reach & inventory of the Google Display Network further, with the addition of 30 more networks.

New Audience Formats

Over the years, Google has expanded remarketingand demographic capabilities to better target searchers first on the Display Network, and then more recently on the Search Network. Remarketing Lists for Search Ads (RLSAs) have been around for a few years, allowing advertisers to layer remarketing audiences on to their Search campaigns. A new featurecalled Similar Audiences for Search will give advertisers the capability to create new audiences based off existing ones. If this feature sounds familiar, it is.Advertisers are also allowed to create similar audiences on the Display Network.The second format is called Demographics for Search Ads (DFSAs). Currently in beta, this feature lets advertisers set bid modifiers on the Search Network for both age and gender. For example, if your primary audience is 25 34-year-olds, it would make sense to bid higher for this age group.Heres how that adjustment will look in the interface.

Settings bids by age and gender allow that much more granularity in your account management. Furthermore, it better helps signify user search intent, showing users more personalized ads based upon demographics.

Local Search Ads : Promoted Pins

Included in Googles emphasis on mobile is the ability for searchers to easily find local businesses. Google states that nearly one-third of all mobile searches are related to location. In addition, the industry is abuzz about more searches using near me terminology. For those businesses using location extensions, ads have the potential tobe more visible on Google.com and Google Maps.

Google is also utilizing new ad formats, including promoted pins (not to be confused with Pinterests version) and special offers. The goal is to have businesses further stand out whether it is directly on the map or giving users extra incentive to come into the store.

Online to Offline Measurement!1B

Google is improving the accuracy for footfall measurement by utilising Bluetooth Beacons. This is a big step for advertisers that want to connect their online and offline data strategy, as AdWords will be able to record data such as how long someone stays in a store, where they came from, and even their physical position within the store.

Google has measured 1 billion+ store visits from AdWords ads globally

Few More things

Revamped version of Adwords

Thank You!

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