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Highlights from Google IO 2016
The document highlights key announcements and statistics from Google I/O 2016, including over 1 billion Chrome mobile users and advancements in mobile web technologies. It discusses the evolution of search towards assistive and conversational functionalities, emphasizing the need for content that answers user queries effectively. Additionally, it mentions the significance of mobile-first strategies and features of progressive web apps, as well as updates on advertising formats and audience targeting in Google Ads.
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Highlights from Google IO 2016
- 1. Highlights from Google I/O2016 and Performance Summit June 2016 @sree_raman
- 2. GBG Mumbai goesto I/O, 3rd time in a row
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- 4. Numbers that matter… Over1 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
- 5. Keynote recap in10 mins https://www.youtube.com/watch?v=f7_4QoZwH54
- 6. In Sum…VR, Messaging& Voice Assistant
- 7. The return ofthe web. Well, mobile web https://www.youtube.com/watch?v=0SSI8liELJU
- 8. The mobile web– why?
- 9. The mobile web– 4 pillars
- 10. The mobile web– (API) Passive event listeners for smooth browsing
- 11. The mobile web- ampproject.org
- 12. The mobile web- Credential Management API
- 13. The mobile web– make it easy for users
- 14. The mobile web– Web Payments API
- 15. The mobile web– push notification from web
- 16. The mobile web– work offline, re-engage users, convert
- 17. The mobile web– faster, better, easier
- 18. It even supportsThe Physical Web
- 19. Some more coolsthings we saw
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- 27. There’s more at… google.com/io youtube.com/user/GoogleDevelopers Myviews published on ET: bit.ly/ioarticle
- 28. Reach the otherexperts developers.google.com/experts gbgmum@gmail.com
- 29. How will SearchChange?
- 30. Manan Shah, Digital MarketingProfessional @mananshah_15
- 31. “It’s is notjust enough to give users links, we need to help them get things done in the real world”
- 32. Let’s Hear WhatSundar Pichai Has to Say!
- 33. 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. Google’s 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.
- 34. Two Way Conversational Search Putanother 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.
- 35. 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.
- 36. Mobile Responsive isPast!
- 37. It’s Mobile FirstWorld Now!
- 39. Progressive Web Apps(PWA) “A mobile site that has the functionality of an app” “They become apps progressively”
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- 50. Expanded Text AdFormats
- 51. Expanded Text AdFormats 35 X 2 Characters Headline 35 X 2 Characters Des. line 20% Increase CTRs
- 52. Individual Bid Adjustmentfor Devices. -100 to +900 % Bid Adjustments
- 53. Responsive Google-built displayads for mobile
- 54. New Audience Formats SimilarAudiences for Search Ads Demographics for Search Ads
- 55. Local Search Ads: Promoted Pins
- 56. Online to OfflineMeasurement!
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- 58. Revamped version ofAdwords
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Editor's Notes
- #5 Chrome 4bn in 4 years. 24billion selfies
- #17 10 billion push notifications everyday
- #42 Work for every user on all browsers – Standalone or Inapp Browsers seemslessly
- #43 Work for every user on all browsers – Standalone or Inapp Browsers seemslessly
- #44 You web apps/ or say websites need to be like water; adaptable to any screens or form factors
- #45 Work offline or on low quality network connections
- #53 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.
- #54 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. Advertisers provide 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.
- #55 Over the years, Google has expanded remarketing and 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 feature called 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. Here’s 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.
- #56 Included in Google’s 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 to be more visible on Google.com and Google Maps. Google is also utilizing new ad formats, including promoted pins (not to be confused with Pinterest’s 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.
- #57 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