Google AdWords Performance Summit 2015

Broadcast to over 20,000 Google customers via livestream, the annual AdWords Performance Summit in Half Moon Bay, California saw Google launching a range of new products for its AdWords customers. Jeremy Hull, iProspect US, Remy Leclerc, iProspect Canada, and Martin Vinter, iProspect UK, were personally invited to California to sit in the audience and now give us the iProspect download of how the new products will directly impact brands and agencies alike. You can also read Jeremy Hull’s further discussion on the features shown at the summit here.

Remy Leclerc
Vice President, Digital Business Strategy, iProspect Canada

Not surprisingly, mobile took the stage right from the start, supported by the now well-known statistic demonstrating the ever growing place mobile takes in our lives and the role it plays in what Google called “micro-moments”, which defines every time people are relying on their mobile (and Google) during their day-to-day.

With this in mind, Google presented new features that will make it easier for users to find what they’re looking for and for advertiser to capture those business opportunities, or moments.

One interesting aspect I noticed this year however, is that Google seems a bit more interested in making the agencies and advertisers’ lives easier.

They presented a multitude of future additions including features like: auto-resizing for display, a simplified personalized dashboard, and even a single AdWords interface to manage all your search, display and YouTube campaigns.

It will be interesting to see how fast, and in which markets all those new features will be released.

Martin Vinter
Head of Bought Media, iProspect UK

The Adwords Performance Summit is by far the most important event of the year for the users of Adwords – brands and agencies alike. A glimpse of what’s to come in the next 12 months across Google’s Adwords suite of products and features. 

Up front Google were articulate and astute in their view of the power of today’s consumer and the increasing importance of the smart phone. They talked about connecting with consumers through the moments that matter most: The biggest opportunity for brands come in the smallest moments.  The needs of consumers were front and centre and ‘smallest moments’ defined as an in-the-moment consumer mindset; Our “I need to go/know/buy now” approach to almost anything in our lives stressed the importance of brands being present in those moments, with relevant and compelling content – and always on a mobile phone.

There was surprisingly little mention of tablet and traditional devices. It is clear that we have entered a new era in digital where mobile is always the first touch point in connecting with audiences.

As such, Google did not introduce any new concepts on a more philosophical level – but did a great job of articulating how today’s consumers behave, what needs they have and consequently how Google have made “consumer driven” changes to Adwords across ad formats, automation and measurement. As Matt Lawson, Google Director of Marketing Performance Ads, eloquently put it: We check our phones more than 150 times a day and the expectation from the consumer, in todays connected world, is that all their needs can be met by a mobile phone whether its buying a new coffee frother, researching colleges, a car purchase or a mortgage, or finding out about amenities in your local area.

Jeremy Hull
Director, Bought Media, iProspect US

Once again, Google pulled out all the stops for their annual AdWords Performance Summit event.  This is my third year to attend, and each one has been better than the last.  This biggest change this year was a much more global focus, in line with Google’s increased focus on aligning features and product releases across markets.

Most of the day was taken up by discussion of upcoming Google features and tests that are currently in Beta or Alpha testing, and which I can’t discuss here.  However, the overall trend was providing more transparency and control to advertisers.  Google is not only giving us new reports and more useful ways to slice & dice data, they’re also providing us with deeper insights about how features work. 

For example, the new version of Dynamic Search Ads allows advertisers to see segments with reach and cost estimates before launch—whereas the previous product was much more “black box,” with no pre-launch estimates and transparency only coming after you’ve gone live and started collecting data.

The best thing about APS, though, is getting direct access to Product Managers at Google.  These are the folks that are directly building and guiding the features and reports in AdWords—and they’re always hungry for feedback.