[MUSIC PLAYING]
TARRESHA POINDEXTER:
For the past year,
we've been working really
hard to bring an entirely
new campaign to Google Ads.
OMRY PRUZAN: We heard loud
and clear from advertisers
that they want one
simple performant
flow to reach consumers on
YouTube, Gmail, and Discover.
RACHIT GUPTA: The key here is
to create an experience which
is relying on the user journey
itself, and not challenging it.
TARRESHA POINDEXTER: It's
called Discovery Campaigns.
When I go to
Discover, I'm trying
to get updates on
things that I care
about like new stuff, sports
teams, myself personally.
I spend a lot of time--
almost maybe too much
time-- on YouTube.
On Gmail, I spend a
lot of time in my inbox
cataloging through all of
the promotions I've received.
So the ads themselves
are really natively
integrated within
those experiences.
RACHIT GUPTA: My
job is to create
workflows, which feel very
natural and easy to use
for consumers.
There were a few
design principles
that we hold as our North Star
when we start our Discovery
campaigns.
Number 1 was these ads should
be visually consistent.
We're trying to create
this ad which assumes
a part in the user's journey.
The ad should feel as if
it's part of the product.
The second very
important principle
that we had was all
of these Discovery ads
should be very high-quality.
We'll have teams actively
reviewing these assets to make
sure that these match
the standards of all
of these different Google
properties and products.
The third very important
principle that we had
was a relevancy.
We want the ad to be very
much focused on adding value.
If an ad is not relevant,
it becomes noise.
In addition to that, we also
offer ad-focused controls.
Users can tap on the ad and
provide us with input about
if they want to see more
of ads like that, or less
of ads like that.
So that helps us fine tune
this ad experience for them
and make the relevancy
criteria stronger.
TARRESHA POINDEXTER:
Discovery Campaigns
is a one-stop shop
in the sense that you
upload really the building
blocks of your ad itself,
you tell us the audiences
that you'd like to reach,
and then we'll find those
people across a variety
of different contexts
and help you reach
Google users across
YouTube, Gmail, and Discover
with that message.
OMRY PRUZAN: And to
do so, we're employing
machine learning quite heavily.
We know that most advertisers
think of machine learning
as being this black
box, but what it truly
is under the hood is
a set of algorithms
that test and iterate and
drive better performance.
Our asset base flow really
encourages advertisers
to provide multiple headlines,
multiple descriptions,
and multiple images, so
that our algorithms can
take those assets and
render them natively
in Google's top properties.
We use audience expansion
to understand the audience
that best works
for the advertiser,
and then get them even
more of those users
to drive more
conversions or leads.
Additionally, we want to
alleviate the heavy lifting
of thinking about
bidding, so we recommend
advertisers use smart bidding,
which is in a machine learning
power system that looks at bids
and finetunes them to the best
channel and creative to
deliver the greatest return
on investment for advertisers.
RACHIT GUPTA:
Design is much more
than just putting
pixels on the screen,
or just making things beautiful.
Design is about how the product
is able to solve to core user
need.
OMRY PRUZAN: We give advertisers
the canvas, the brush,
and the paint, and we
really look forward
to see how advertisers could
unleash their creativity
to achieve their business
goal on Discovery.
TARRESHA POINDEXTER: Across
YouTube, Gmail, and Discover,
all of the content is curated
and personalized for that user.
And so what's exciting
for an advertiser is
we can then pair your
brand in that experience,
and then it's almost
like a recommendation.
It moves out of the realm
of just being an ad.
That's a perfect
opportunity for a brand
to really shine, and to
showcase their message.
