Google Partners Blog

Spin your agency into the future

Thursday, March 14, 2019

Anass Koudiss | Global Education Programme Manager, Leadership
Reading time: 3 minutes

If you’ve read a newspaper or an advertising industry magazine in the last few weeks, it’s very likely that machine learning and automation were mentioned at least once. They’re the hottest new topics in the marketing world.
As the tech evolves, and manual tasks move towards automation, it’s up to agency leaders to make sure it’s being used to provide new value to their clients and spur agency growth.
Since every agency is unique, each will need to take its own approach. Every agency has its own strengths, growth opportunities and resource capabilities. What many agencies have in common, though, is their powerful ability to grow and transform quickly in an industry that’s constantly changing.

At Google, we’re powering our advertising solutions with machine learning. Automated solutions like Smart Bidding, Smart Creatives, and App campaigns take care of routine tasks, freeing up your team to focus on ad-testing, advanced insights, or more face time with clients.
As with any big change, adopting this new approach takes a lot of planning. So we developed a powerful framework called “The Web of Transformation”, to help you envision the future of your unique agency. To get started, bring your leadership team together, print out this A3 poster, and spin your agency web with the following steps:
1. To begin, choose the eight most important dimensions that make up your agency. Specifically, pick the eight things that help you and your clients grow.

2. Feel free to choose from the suggestions here, but make sure you pick dimensions that make sense for your agency.

3. Next, with the help of your team, rank each of the eight dimensions from most important to least.

4. Finally, grade your ability in each dimension on a scale of 1 to 5. Here’s an example of what it should look like.

5. Make sure to evaluate and analyse where you excel, and where you need to step up your game. Ask yourselves the questions below to help drive the discussion.

Together, we can use this process to capitalize on automation and Machine Learning opportunities, as we've done before with mobile, multi-screen, and video. So weave your web carefully, it will give you a glimpse into the future of your agency.

At SXSW, creative agencies partner with Ad Council and YouTube to spark stories for a cause

Friday, March 8, 2019

What do Ozzy Osbourne and Prince Charles have in common? A lot, if you're looking at demographics alone; they're both male, born in the same year, and from England. Yet, as has been pointed out many times before, identifiers like age and gender don't give the full picture.
For SXSW, we've partnered with 6 world-class creative agencies to explore how audience signals - beyond demographic data - can enable a spark for better, more relevant storytelling.
Partnering with Ad Council on three causes - empowering girls in STEM, preparing for disasters, and ending hunger - we challenged each agency to each develop two different creatives that would resonate with the intended audience they wanted to engage, from sports fans to technophiles.
The 12 campaigns, showcasing how customized creative can ignite conversations and action around important causes, will debut at SXSW on March 9th.
Check out the full playlist to yt.be/SparkYourStory or dive in more to the story behind the work below.

To Empower Girls in STEM
Research shows that young girls are interested in STEM subjects but get discouraged from pursuing them by outdated stereotypes(1). AMP Agency and Hecho Studios took on the challenge to create ads that would speak to key audiences for She Can STEM and encourage them to empower young women in their lives in STEM.

AMP Agency

While it's often difficult to know what leads a girl down the path to success, AMP Agency recognized that parents and other role models may play the most important role in guiding their futures. A core message unites the two creatives; you can set a young woman's future in motion by clueing into her interests and nourishing her passion for STEM. Watch the ad designed for tech-savvy people.
Watch the ad designed for bargain hunters.

Hecho Studios
To speak to parents of grade schoolers as well as avid readers, Hecho Studios developed an eye-catching showcase of women who have pioneered STEM fields.
Watch the ad designed for parents of grade schoolers.
Watch the ad designed for avid readers.

To Drive Disaster Preparedness
While the thought of preparing for a natural disaster can be overwhelming, developing an emergency plan can save lives. We Are Unlimited and Energy BBDO partnered with Ad Council to inspire more people to develop household disaster plans.

Energy BBDO

Recognizing that pet-lovers tend to watch humourous videos skiwing toward dog content, Energy BBDO created a funny spot featuring a conversation between a dog and owner. For DIYers, Energy BBDO developed high-action creative after seeing how this audience over indexed on action packed videos.
Watch the ad designed for pet lovers.

Watch the ad designed for DIYers who enjoy building things on their own.

We Are Unlimited

Building different executions from a core campaign idea, We Are Unlimited created two day-in-the-life scenarios to show how an average day for stock-market savvy people versus travel buffs could go awry when disaster strikes.
Watch the ad designed for stock-savvy investors.

Watch the ad designed for travel buffs.

To Combat Hunger

Hunger affects one in eight Americans(2), yet many are unaware of the prevalence. For this cause, BBDO and Grey created ads for four key audiences to drive donations to Feeding America.

BBDO

Creating one central concept that depicts the reality of impoverished meals, BBDO tailored the tone and details of the creative executions to speak to each audience.
Watch the ad designed for gamers.

Watch the ad created for outdoor enthusiasts.

Grey

Grey's overarching creative concept spoke to how hunger can hide in plain sight. Each creative execution featured a unique call-to-action to inspire action from that audience.
Watch the ad designed for sports fans.

Watch the ad designed for green living enthusiasts.

View the full playlist from SXSW here.
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(1) Source: https://www.adcouncil.org/Our-Campaigns/Education/Empowering-Girls-in-STEM(2) Citation: Alisha Coleman-Jensen, Matthew P. Rabbitt, Christian A. Gregory, and Anita Singh. 2018. Household Food Security in the United States in 2017, ERR-256, U.S. Department of Agriculture, Economic Research Service

Tasty: A Recipe for Success on the Google Home Hub

Wednesday, December 19, 2018

Posted by Julia Chen Davidson, Head of Partner Marketing, Google Home
We recently launched the Google Home Hub, the first ever Made by Google smart speaker with a screen, and we knew that a lot of you would want to put these helpful devices in the kitchen—perhaps the most productive room in the house. With the Google Assistant built-in to the Home Hub, you can use your voice—or your hands—to multitask during meal time. You can manage your shopping list, map out your family calendar, create reminders for the week, and even help your kids out with their homework.
To make the Google Assistant on the Home Hub even more helpful in the kitchen, we partnered with BuzzFeed's Tasty, the largest social food network in the world, to bring 2,000 of their step-by-step tutorials to the Assistant, adding to the tens of thousands of recipes already available. With Tasty on the Home Hub, you can search for recipes based on the ingredients you have in the pantry, your dietary restrictions, cuisine preferences and more. And once you find the right recipe, Tasty will walk you through each recipe with instructional videos and step-by-step guidance.
Tasty's Action shows off how brands can combine voice with visuals to create next-generation experiences for our smart homes. We asked Sami Simon, Product Manager for BuzzFeed Media Brands, a few questions about building for the Google Assistant and we hope you'll find some inspiration for how you can combine voice and touch for the new category of devices in our homes.

What additive value do you see for your users by building an Action for the Google Assistant that's different from an app or YouTube video series, for example?
We all know that feeling when you have your hands in a bowl of ground meat and you realize you have to tap the app to go to the next step or unpause the YouTube video you were watching (I can attest to random food smudges all over my phone and computer for this very reason!).

With our Action, people can use the Google Assistant to get a helping hand while cooking, navigating a Tasty recipe just by using their voice. Without having to break the flow of rolling out dough or chopping an onion, we can now guide people on what to expect next in their cooking process. What's more, with the Google Home Hub, which has the added bonus of a display screen, home chefs can also quickly glance at the video instructions for extra guidance.
The Google Home Hub gives users all of Google, in their home, at a glance. What advantages do you see for Tasty in being a part of voice-enabled devices in the home?
The Assistant on the Google Home Hub enhances the Tasty experience in the kitchen, making it easier than ever for home chefs to cook Tasty recipes, either by utilizing voice commands or the screen display. Tasty is already the centerpiece of the kitchen, and with the Google Home Hub integration, we have the opportunity to provide additional value to our audience. For instance, we've introduced features like Clean Out My Fridge where users share their available ingredients and Tasty recommends what to cook. We're so excited that we can seamlessly provide inspiration and coaching to all home chefs and make cooking even more accessible.
How do you think these new devices will shape the future of digital assistance? How did you think through when to use voice and visual components in your Action?
In our day-to-day lives, we don't necessarily think critically about the best way to receive information in a given instance, but this project challenged us to create the optimal cooking experience. Ultimately we designed the Action to be voice-first to harness the power of the Assistant.
We then layered in the supplemental visuals to make the cooking experience even easier and make searching our recipe catalogue more fun. For instance, if you're busy stir frying, all the pertinent information would be read aloud to you, and if you wanted to quickly check what this might look like, we also provide the visual as additional guidance.
Can you elaborate on 1-3 key findings that your team discovered while testing the Action for the Home Hub?
Tasty's lens on cooking is to provide a fun and accessible experience in the kitchen, which we wanted to have come across with the Action. We developed a personality profile for Tasty with the mission of connecting with chefs of all levels, which served as a guide for making decisions about the Action. For instance, once we defined the voice of Tasty, we knew how to keep the dialogue conversational in order to better resonate with our audience.
Additionally, while most people have had some experience with digital assistants, their knowledge of how assistants work and ways that they use them vary wildly from person to person. When we did user testing, we realized that unlike designing UX for a website, there weren't as many common design patterns we could rely on. Keeping this in mind helped us to continuously ensure that our user paths were as clear as possible and that we always provided users support if they got lost or confused.
What are you most excited about for the future of digital assistance and branded experiences there? Where do you foresee this ecosystem going?
I'm really excited for people to discover more use cases we haven't even dreamed of yet. We've thoroughly explored practical applications of the Assistant, so I'm eager to see how we can develop more creative Actions and evolve how we think about digital assistants. As the Assistant will only get smarter and better at predicting people's behavior, I'm looking forward to seeing the growth of helpful and innovative Actions, and applying those to Tasty's mission to make cooking even more accessible.
What's next for Tasty and your Action? What additional opportunities do you foresee for your brand in digital assistance or conversational interfaces?
We are proud of how our Action leverages the Google Assistant to enhance the cooking experience for our audience, and excited for how we can evolve the feature set in the future. The Tasty brand has evolved its videos beyond our popular top-down recipe format. It would be an awesome opportunity to expand our Action to incorporate the full breadth of the Tasty brand, such as our creative long-form programming or extended cooking tutorials, so we can continue helping people feel more comfortable in the kitchen.
To check out Tasty's Action yourself, just say "Hey Google, ask Tasty what I should make for dinner" on your Home Hub or Smart Display. And to learn more about the solutions we have for businesses, take a look at our Assistant Business site to get started building for the Google Assistant.
If you don't have the resources to build in-house, you can also work with our talented partners that have already built Actions for all types of use cases. To make it even easier to find the perfect partner, we recently launched a new website that shows these agencies on a map with more details about how to get in touch. And if you're an agency already building Actions, we'd love to hear from you. Just reach out here and we'll see if we can offer some help along the way!

Unleash your creativity

Wednesday, December 19, 2018

Reading time: 5 minutes

In a world of superheroes, creativity is a real human superpower. Everybody has it. It doesn’t just live within certain types of people within an agency. We all have creative potential. But as we feel safer and more comfortable, we run the risk of losing that creative spark as life becomes associated with routine and order.
So is there a way to get back into your creative self? What methods from business, innovation or anywhere else are there to help you tap into that wellspring of positive ideas?
We sat down with Doctor Frederik Pferdt, Google’s Chief Innovation Evangelist, for the Google Partners Podcast episode 31, and he offered some fascinating insights (and tips) on how to answer some of those questions. During the discussion, he offers his thoughts on how adults can rekindle some of the creative fire they had as children, and other key takeaways to spark innovation at every level.

Ask questionsAccording to Doctor Pferdt it’s not only about ideas, but also about asking the right questions, finding good problems and therefore developing a healthy disregard for the impossible. Find a “what if” and a “why”.
As author and marketing guru, Simon Sinek recommends that you see if you can reframe the problem by getting to its roots. “Start with a Why.” Why do you normally approach a certain challenge from the angle you do, and why not step away from the issue and take a completely new perspective? Try something new. Get into a room, fill a wall or even two with post-it notes: what connections can you make and what new associations can you find, when you are free to consider them?

Break routinesEvery human being is looking for routines. They give us safety, security and save our brains energy. They make us feel good. That said, routines sometimes only help us to perform to our average level or below. Like putting your smartphone into ‘Low Power’ mode, some of the more complicated applications won’t work. To free us from the shackles of everyday thinking, it can be necessary to break those routines. Go and walk a mile, go check out a local gallery. Or even, as Jan Chozen Bay suggests in Mindfulness on the Go, pause and take a breath every time you walk through a door². You can also make a list of your routines and they see if any of them are worth breaking (just as some will be worth holding onto).

Two modes for thinkers As Doctor Pferdt mentions, it’s helpful to consider different approaches to thinking. According to him, there are two kinds of thinking: Divergent thinking powers the imagination, so it’s used for generating new possibilities and combining new thoughts. Convergent thinking powers your judgment, when you’re making decisions it’s how you evaluate and it’s the mode you use when you’re testing something or criticizing.
Allow yourself to recognize which of the two modes you are using. For example, try to think divergently when considering your methods or plans, so that you can embrace new possibilities. Give your ideas a chance to breathe before you start to criticize (and think convergently). One practical example writers use: if you have a speech or memo to deliver, try writing it out with a pen and paper before you type it out, and don’t stop to edit yourself. Let the words flow first and come back to edit later. You’ll find the shape of your ideas, which you can then come back to and refine with your critical eye later.
Challenge assumptionsWhy is it that way, why can’t it be different? New, radical solutions mostly emerge outside of our comfort zone. Constraints should be welcomed as an opportunity. Consider early users of Twitter. Writing a coherent message in just 140 characters (as it used to be) seemed a crazy challenge. But the constraint became creative fuel to millions of messages and new ways of communicating in shorthand. Just as the rigid structures of the meter, rhyme, and theatrical convention were subverted by William Shakespeare - even as he adhered to them.
From the Elizabethans to the present day, forms of convention and modes of communication move forward inexorably. The most successful thinkers and doers have to be ready to learn new ways and keep themselves learning, so they can stay in touch.

Build innovation into your daily routineWhen you consider the pace of change in technology, it makes sense to include ‘innovator’ in your job description, in both your actions and attitude. What can you learn and take on in your thinking that will prepare you for the changes to come?
Doctor Pferdt recommends adopting what researcher Carol Dweck calls a “growth mindset” (the idea that we can grow our brain's capacity to learn and to solve problems), which can start a virtuous cycle whereby believing you can improve, you actually improve. There is also a sense that having an open mind to new ways of working will not just be crucial in 2019 but might also be the key to agency success in the future. Scott Harrison, founder of The Boom! has this to say on learning at work and the importance of a certain kind of versatility.¹

In the end, the challenge comes back to us all. How do you change your everyday approach to get creative?
Watch the video below and tune in to the Google Partners Podcast to find out more; and let us know your thoughts on Twitter. ¹ Kapow! how you can hack, teach, make and steal your way to creativity in digital, Think With Google, June 2018 ² Hacking your innovation mindset, re:Work, June 2018

Great work around the globe

Wednesday, December 12, 2018

Reading time: 1 minute

The Premier Partner Awards 2018 recognizes Premier Google Partners for innovation in search, display, mobile, shopping, video advertising and for their ability to grow businesses online. This year, over 1,500 applications were received. Out of these, the companies listed in the regional sites below demonstrated the strongest use of Google technology, innovation, and support for their advertisers.
This year’s winners have been announced and celebrated in ceremonies across the globe.
2018 Winners by region

Americas

Australia and New Zealand

Vietnam

If you want to take a closer look at this year’s award ceremonies, join in by following hashtags #PremierPartnerAwards and #GooglePremierPartnerAwards on Twitter, Instagram and your local social channels.
You can also follow Google Partners on Twitter and LinkedIn or learn more.
Once again, thanks to everyone who entered and congratulations to the winners. We look forward to seeing more great work from all of you in 2019.

Catching the eye with seasonal ads

Monday, December 3, 2018

Reading time: 4 minutes

Seasonal campaigns go beyond the holidays - Cyber Monday, Mother’s Day, and Small Business Saturday are also a huge part of the retail year. They’re less about targeting seasons, and more about finding moments with a common appeal in your client’s industry.
Brands need to be present in these moments, ready to greet panic-driven deal hunters with the perfect solution. So we sat down with Shopify’s CMO Hana Abaza on the Google Partners Podcast to get her top tips for seasonal campaigns that drive sales.

Find your seasonEvery business has an element of seasonality; times when interest piques and traffic spikes. All you need to do is identify them! Robust Google Analytics reports are a great place to start. Export your data onto a spreadsheet, and with some clever formatting, trends will start to light up like fireworks on New Year's Eve.
Analytics also helps you uncover biases that may be hiding behind “failed” campaigns. For example, if you pumped a lot of your budget into targeting Valentine’s Day last year without success, it would be easy to write the day off as a ‘bad fit’ for your brand. Take a fresh look at the data, carry out an honest review, and you may find that small tweaks are all that’s needed to turn things around next year.

Spot your opportunityYou’ve identified the seasons that matter to your business, now make sure your marketing budget is ready to handle the increased workload. Use Google Trends to spot search trends across each region you’re targeting, then compare that to search volume data in Google Ads to find keywords that fit your offering.
In the build-up of individual events, Consumer Barometer can help you better understand how to reach your audience at the right time, with the right message. Different events bring up different emotions, so keeping track of consumer trends is a great way to make sure your ads strike an emotional chord with your audience.
Create separate campaignsIt’s important that you measure success without the noise of other, non-seasonal campaigns. This helps you identify nuances in each season, and optimize next year’s campaigns with those insights in mind.
Don’t be afraid to experiment with copy. Products like Responsive Search Ads (RSAs) can help you test different messages with very little effort. All you need to do is enter multiple headlines and descriptions about your products, and Google Ads will test different combinations to identify the best fit for your audience.

Don’t miss last-minute shoppersThere’s been a 120% increase in “same-day delivery” searches since 2015¹. For urgent searches, 74% of shoppers say that when they’re searching on mobile, they look for the most relevant information, regardless of the company or brand². As a result, the retailer that provides the most seamless experience wins.
Season-specific promotion extensions help your ads stand out on Google’s results pages, and spotlight special promotions you may be running for the event. Highlighting services like same-day delivery, last-minute sales, or gift-wrapping may be all it takes to tip customers in your direction.
Great seasonal campaigns are all about planning. Arm yourself with industry trends, plan your marketing budget with those trends in mind, and remember to tap into your consumer’s emotions with ads that resonate. With the right tools, a detailed content plan, and thorough research, you’ll be setting yourself up for seasonal success.
Watch the video below and tune in to the Google Partners Podcast for more actionable tips and insights for seasonal success.

¹ How to reach today’s impatient shoppers - whether they’re shopping online, by voice, or in store, Think With Google, May 2018 ² How to reach today’s impatient shoppers - whether they’re shopping online, by voice, or in store, Think With Google, May 2018

Marketing in the age of assistance

Thursday, November 1, 2018

Reading time: 3 minutes

More than ever, people are speaking to devices as part of their daily routine.
In the same way that smartphones revolutionized the way we shop online, the impact of voice assistants is now starting to show through integration with phones, cars, TVs and homes.
We use the Google Assistant to put together shopping lists, manage our finances, and control our homes. But recent research has shown that we don’t just use voice to multitask - we use it to make purchases.
These insights show the massive impact that voice-activated speakers like Google Home are having on the average consumer.

They drive action 62% of people say they’re likely to make a purchase through their speaker in the next month, and 44% make weekly purchases. People are growing more comfortable using voice to shop online, and retail websites need to take notice. Speaking of growing more comfortable…

They're part of the family Almost 70% of voice searches are made through natural language, not the keywords we use in web searches. And 41% of people say it feels like talking to a family member or friend, using words like “please” and “sorry” as part of the conversation.

They're part of the daily routine 72% of people say their speakers are used as part of their daily routine. From checking commute times in the morning to setting shopping reminders in the evening, smart speakers are now “part of the furniture” in an increasing number of homes.

They're brand-friendly More than half of the people we surveyed said they want to receive info about sales, deals, and promotions from brands through their speaker. This opens up a huge opportunity for companies to project a literal ‘brand voice’, strengthening their emotional bonds with consumers.
It’s not just special offers either - people want to hear from brands about a wide range of information.

As voice search grows in popularity, it’s up to agencies to stay up-to-date with the tech, and find creative and practical ways to integrate it into their clients’ campaigns. The best way to do this is to get familiar with Actions on Google Assistant.
The Google Assistant is the voice that answers when you ask Google Home for the weather forecast, or the app on your phone for the fastest route to coffee. Actions are the programming signals within the Google Assistant that process these requests. These Actions can be built for free by anyone, simply and effectively.

So if you have a restaurant client, you could build an Action to check the daily specials or order food for takeout. Or if you have a client in retail, you could build an Action for instant checkouts or personalized recommendations.
Google Assistant is available across over 500 million devices, and growing. It’s a major part of the future of online shopping and advertising. Before talking to your clients about its capabilities, check out this video playlist for everything you’ll need to build your first Action.You can also find out more about how voice assistance affects consumer behavior with this handy video:

Source: Think with Google