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Top 5 Takeaways From Google Marketing Livestream 2021

During Google Marketing Livestream 2021, the team at Google shared its vision for building for the future of marketing and ensuring that businesses are able to sustain their role in helping communities thrive. Joined by leaders from top brands across industries, speakers shared insights on automation, measurement and privacy, as well as discussed vertical-specific topics.

Here are five takeaways from Google Marketing Livestream 2021 that marketers should take action on today in order to be prepared for what’s next.

1. Innovate through insights and automation

Consumer behavior is changing more rapidly than ever, but automation can help you achieve your marketing goals as quickly and efficiently as possible. When you combine your marketing expertise with automation, you’re able to drive better performance and unlock new opportunities.

Performance Max campaigns bring together the best of Google’s automation tools to help advertisers drive more conversions across channels such as Discover, Display, Search, YouTube and more.  The beta for this program is expanding to thousands of additional advertisers to help you drive more conversions and value across all of Google’s channels. (Complete this form if you’re interested in joining the beta.)

Additionally, with product feeds on Discovery ads and Video action campaigns (pictured right), you can highlight your most relevant products across Google and YouTube. According to internal data, advertisers that adopt responsive search ads in campaigns that also use broad match and Smart Bidding see an average of 20% more conversions at a similar cost per action.

2. Build measurement for the future

You can preserve the future of measurement with a few key steps: First, ensure that you build a foundation on first-party data. Next, enable users to make choices about how their data is used, and finally, rely on modeled data to fill in gaps in your reporting so you can make the most accurate decisions.

Beyond measurement, you can also use your first-party data to reach and re-engage customers across ad types with Customer Match, which is now available to nearly all advertisers.

3. Protect privacy while still delivering results

Now is the time for our industry to prepare for a privacy-safe future. New technology innovations can help improve user privacy and help advertisers drive results today, tomorrow and in the years ahead. Join us and the web community to help build solutions like those being explored in The Privacy Sandbox.

4. Build your brand and win superfans

Google is building for the future of shopping by crafting and developing an open ecosystem, where shoppers can find what they’re looking for and businesses can stand out to tell their stories.

Be discovered in more ways: Get on Google easily, for free, with Shopify, WooCommerce, GoDaddy and Square.

Build superfans: Show members loyalty pricing and benefits, and drive the adoption of your loyalty program.

Showcase your deals: Make your deals more discoverable for the holidays with new deals results pages on search and the shopping tab.

5. Attract customers by offering flexible checkout options

You’ll soon have new ways to show consumers all the buying options you offer—online and in-store, across your free listings and ads on Google.

Your local inventory ads can now show products that are available for immediate store pick up, curbside pickup, or pick up later. Curbside pickup and in-store shopping labels are also extending to YouTube and Maps local ads, to help you reach even more nearby shoppers, in more places.

We’re also building a new free experience that will help you show your customers all the ways they can buy products from you. Shoppers will see a summary of all the buying options for your products in one place: whether that’s your ecommerce site, a nearby store or Google’s native checkout experience.