{"id":6132,"date":"2018-07-13T12:05:43","date_gmt":"2018-07-13T12:05:43","guid":{"rendered":"https:\/\/www.geotelecom.es\/blog\/todas-las-novedades-del-marketing-innovations-keynote-de-esta-semana\/"},"modified":"2026-03-16T15:42:16","modified_gmt":"2026-03-16T15:42:16","slug":"all-the-news-from-this-weeks-marketing-innovations-keynote","status":"publish","type":"post","link":"https:\/\/www.geotelecom.es\/en\/blog\/todas-las-novedades-del-marketing-innovations-keynote-de-esta-semana\/","title":{"rendered":"All the News from this week's Marketing Innovations Keynote"},"content":{"rendered":"<p style=\"text-align: justify\">Following the \u2018Marketing Innovations Keynote\u2019, many experts are calling it the biggest change to Google Adwords since 2000.<em> (when it was released)<\/em> and they may not be wrong. During these last weeks, Google keeps surprising us with fresh news about many of its tools. And if a few days ago we announced the <a href=\"https:\/\/www.geotelecom.es\/en\/adwords-google-ads\/\" target=\"_blank\" rel=\"noopener noreferrer\">change of name of the platform from Google Adwords to Google Ads,<\/a> This was just the beginning!<\/p>\n<p style=\"text-align: justify\">In fact, you could see it coming with the <strong>definitive changeover to the new interface <\/strong><em>(end of this month)<\/em>, but this Tuesday, we learned even more! at their worldwide event at <a href=\"https:\/\/www.youtube.com\/watch?v=MmfaZV96x7A&amp;feature=youtu.be\" target=\"_blank\" rel=\"noopener noreferrer\">Streaming \u2018Marketing Innovations Keynote\u2019<\/a>.<\/p>\n<p style=\"text-align: justify\">In this post, we want to summarize for you everything that is brewing at Google and that will arrive throughout the remainder of 2018. <em>Shall we start?<\/em><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contents of the entry<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Contents\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #a09353;color:#a09353\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #a09353;color:#a09353\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/todas-las-novedades-del-marketing-innovations-keynote-de-esta-semana\/#Mobile\" >Mobile<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/todas-las-novedades-del-marketing-innovations-keynote-de-esta-semana\/#Cross_Device_Reports\" >Cross Device Reports<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/todas-las-novedades-del-marketing-innovations-keynote-de-esta-semana\/#Red_de_Busqueda_en_el_Marketing_Innovations_Keynote\" >Search Network at the Marketing Innovations Keynote<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/todas-las-novedades-del-marketing-innovations-keynote-de-esta-semana\/#Responsive_Search_Ads\" >Responsive Search Ads<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/todas-las-novedades-del-marketing-innovations-keynote-de-esta-semana\/#Recomendaciones_por_parte_de_Google_para_su_optimizacion\" >Recommendations by Google for optimization:<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/todas-las-novedades-del-marketing-innovations-keynote-de-esta-semana\/#Smart_Campaigns\" >Smart Campaigns<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/todas-las-novedades-del-marketing-innovations-keynote-de-esta-semana\/#Shopping\" >Shopping<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/todas-las-novedades-del-marketing-innovations-keynote-de-esta-semana\/#Small_Business\" >Small Business<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/todas-las-novedades-del-marketing-innovations-keynote-de-esta-semana\/#Store_visits\" >Store visits<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/todas-las-novedades-del-marketing-innovations-keynote-de-esta-semana\/#Hotel_Ads\" >Hotel Ads<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/todas-las-novedades-del-marketing-innovations-keynote-de-esta-semana\/#YouTube_en_el_Marketing_Innovations_Keynote\" >YouTube at the Marketing Innovations Keynote<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/todas-las-novedades-del-marketing-innovations-keynote-de-esta-semana\/#Trueview_for_action\" >Trueview for action<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/todas-las-novedades-del-marketing-innovations-keynote-de-esta-semana\/#Trueview_for_reach\" >Trueview for reach<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/todas-las-novedades-del-marketing-innovations-keynote-de-esta-semana\/#Maximize_Lift_Bidding\" >Maximize Lift Bidding<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Mobile\"><\/span><a href=\"https:\/\/www.blog.google\/products\/ads\/mobile-landing-page-speed-score\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mobile<\/a><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify\">Next, we will have a column with a score from 1 to 10 to qualify the <strong>speed of our Landing Pages<\/strong>.<\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-6128 size-full\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/mobilespeedgoogle.png\" alt=\"Mobile Speed Score. What&#039;s New at Google\" width=\"1000\" height=\"279\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/mobilespeedgoogle.png 1000w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/mobilespeedgoogle-300x84.png 300w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/mobilespeedgoogle-768x214.png 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/p>\n<p style=\"text-align: justify\">It is one of the priorities among the Silicon Valley giant's Algorithms. And no wonder, since for every second, our conversions can be reduced by 20%.<\/p>\n<p style=\"text-align: justify\">Google has created several tools to optimize our web in this regard <em>(Speed Scorecad or Impact Calculator)<\/em> and now, it makes it clear to us within the Google Adwords interface itself!<\/p>\n<p style=\"text-align: justify\">In a tab called \u00bb<strong>Landing Pages<\/strong>\u00bbThis column, a qualification around the <strong>Mobile user experience<\/strong> and one detailing whether this URL is <strong>AMP.<\/strong> A few clues as to what is relevant <em>Right?<\/em><\/p>\n<h3 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Cross_Device_Reports\"><\/span><a href=\"https:\/\/analytics.googleblog.com\/2018\/07\/cross-device-capabilities-mktg.html\" target=\"_blank\" rel=\"noopener noreferrer\">Cross Device Reports<\/a><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">New reports coming soon in Analytics, <strong>will not take the sessions separately<\/strong>. The Device by Acquisition Report will show the complete path of each user, with changes of <em>Mobile - PC, Tablet - Mobile, ...<\/em><\/p>\n<p style=\"text-align: justify\">Added to this, also <strong>\u2018Device Overlay\u2019<\/strong> y<strong> \u2018Device and channel routing\u2019.\u00a0<\/strong><\/p>\n<p style=\"text-align: justify\">Of course, this will have a direct influence on the Audiences, being able to configure <em>global revenue lists taking into account both devices,<\/em> or for example,<em> impacting people who visit us a certain number of times.\u00a0<\/em><\/p>\n<p style=\"text-align: justify\">It will appear in a configuration option called<strong> \u2018Enable Google Signals\u2019<\/strong>.<\/p>\n<h2 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Red_de_Busqueda_en_el_Marketing_Innovations_Keynote\"><\/span>Search Network at the Marketing Innovations Keynote<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Responsive_Search_Ads\"><\/span><a href=\"https:\/\/espana.googleblog.com\/2018\/07\/proporciona-mayor-relevancia-con-los.html\" target=\"_blank\" rel=\"noopener noreferrer\">Responsive Search Ads<\/a><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">We can already see this in some of our Beta accounts. With the intention of alternating the different combinations of <em>copys<\/em>, we will have the possibility to write <strong>15 different Headlines and 4 Descriptions<\/strong>.<\/p>\n<p style=\"text-align: justify\">Google will test and rotate them, giving more visibility to those with better performance.<\/p>\n<p style=\"text-align: justify\">And we can even set certain Keywords that we want to appear at all times.<\/p>\n<h4 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Recomendaciones_por_parte_de_Google_para_su_optimizacion\"><\/span>Recommendations by Google for optimization:<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul style=\"text-align: justify\">\n<li>Focus on Headlines<\/li>\n<li>Include our Keywords<\/li>\n<li>Test the opportunities\/suggestions given by the platform<\/li>\n<\/ul>\n<h2 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Smart_Campaigns\"><\/span>Smart Campaigns<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Shopping\"><\/span><a href=\"https:\/\/support.google.com\/adwords\/answer\/7674739?hl=es\" target=\"_blank\" rel=\"noopener noreferrer\">Shopping<\/a><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">We also have positive results already for some of our customers.<\/p>\n<p style=\"text-align: justify\">With a ROAS bidding strategy, Google will display the products in our feed in a smart way trying to maximize conversions in the following ways <strong>Display, YouTube, Gmail and Search Network.<\/strong><\/p>\n<p style=\"text-align: justify\">Of course, we need 20 conversions in the last 45 days in all Shopping campaigns.<\/p>\n<p style=\"text-align: justify\">These campaigns take into account seasonal demand and product prices.<\/p>\n<h3 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Small_Business\"><\/span><a href=\"https:\/\/www.blog.google\/outreach-initiatives\/small-business\/google-ads-helping-businesses\/\" target=\"_blank\" rel=\"noopener noreferrer\">Small Business<\/a><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">For Search and Display, these campaigns are easy to set up in just under 3 minutes. With <strong>Image Picker<\/strong>, We will select three images. In the company of some <em>copys<\/em>, Google Machine Learning will take care of the rest.<\/p>\n<h3 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Store_visits\"><\/span><img decoding=\"async\" class=\"aligncenter wp-image-6129 size-full\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/smallbusiness.png\" alt=\"Small Business Campaigns\" width=\"1000\" height=\"531\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/smallbusiness.png 1000w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/smallbusiness-300x159.png 300w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/smallbusiness-768x408.png 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/>Store visits<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">We only need to configure our location and upload creatives. As in <em>\u2018Small Business,<\/em> Google Bot will automatically optimize this for all properties in your network.<\/p>\n<h3 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Hotel_Ads\"><\/span><a href=\"https:\/\/www.blog.google\/products\/ads\/hotel-campaigns\/\" target=\"_blank\" rel=\"noopener noreferrer\">Hotel Ads<\/a><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">Hand in hand with a Hotel Center where to manage prices in an efficient way, it will allow us:<\/p>\n<ul style=\"text-align: justify\">\n<li>Organize hotel groups by brand or class.<\/li>\n<li>Optimize dimensions such as\u00a0<em>offers, the length of stay or the day of Check-in.<\/em><\/li>\n<\/ul>\n<p style=\"text-align: justify\">As for the <strong>Hotel Center<\/strong>, Merchant Center, as its name suggests, is a version of Merchant Center for Hotels.<\/p>\n<p style=\"text-align: justify\">With rich feeds, we will be able to set up campaigns of\u00a0<strong>dynamic remarketing.\u00a0<\/strong>The bidding strategy will be based on \u2018maximizing reserves\u2019.<\/p>\n<h2 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"YouTube_en_el_Marketing_Innovations_Keynote\"><\/span>YouTube at the Marketing Innovations Keynote<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Trueview_for_action\"><\/span>Trueview for action<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">The idea is to achieve <em>\u2018leads\u2019<\/em> without leaving YouTube. So far, we have\u00a0<strong>\u2018call to action\u2019<\/strong> as \u2018<em>book now\u2019, \u2018more information\u2019, \u2018buy now\u2019... <\/em>But the novelty is that soon, the <strong>user will be able to fill in a contact form<\/strong> with the company without having to go to the web.<\/p>\n<p style=\"text-align: justify\">We will be able to choose between a strategy type <strong>CPA<\/strong> o <strong>Maximize Conversions<\/strong>.<\/p>\n<h3 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Trueview_for_reach\"><\/span><a href=\"https:\/\/www.blog.google\/products\/ads\/sight-sound-and-scale-introducing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Trueview for reach<\/a><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">In-stream format based on user behavior with CPM strategy.<\/p>\n<p style=\"text-align: justify\">Its purpose is to help us create brand awareness.<\/p>\n<h3 style=\"text-align: justify\"><span class=\"ez-toc-section\" id=\"Maximize_Lift_Bidding\"><\/span>Maximize Lift Bidding<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p style=\"text-align: justify\">Focused on brand consideration, it is a Machine Learning bidding strategy where Google tries to give us more visibility if the Bot detects that the user may have more consideration for our brand.<\/p>\n<p style=\"text-align: justify\">Finally, remember that the same day we learned about the change from Google Adwords to Google Ads, we also learned about the merger of DoubleClick Digital Marketing + Google Analytics 360 into Google Analytics 360. <a href=\"https:\/\/adwords-es.googleblog.com\/2018\/07\/presentamos-google-marketing-platform.html?m=1\" target=\"_blank\" rel=\"noopener noreferrer\">Google Marketing Platform<\/a>.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-6130\" src=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/doubleclick.png\" alt=\"Double Click and Google Analytics Merger\" width=\"1258\" height=\"637\" srcset=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/doubleclick.png 1258w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/doubleclick-300x152.png 300w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/doubleclick-1024x519.png 1024w, https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/doubleclick-768x389.png 768w\" sizes=\"(max-width: 1258px) 100vw, 1258px\" \/><\/p>\n<p style=\"text-align: justify\">What do you think of all these new features? Feel free to post your comment - we're looking forward to hearing your perspective on this!<\/p>","protected":false},"excerpt":{"rendered":"<p>Following the \u2018Marketing Innovations Keynote,\u2019 many experts are calling it the biggest change to Google AdWords since 2000 (when it was launched), and they may well be right. Over the past few weeks, Google hasn\u2019t stopped surprising us with fresh news about many of its tools. And while we announced a few days ago that the Google AdWords platform was being renamed Google Ads, that was just the beginning! In fact, the definitive switch to the new interface (later this month) was on the horizon, but this past Tuesday, we also learned so much more during its global live-streamed \u2018Marketing Innovations Keynote\u2019 event. In this post, we want to summarize everything that\u2019s in the works at Google and that\u2019s coming in the remainder of 2018. Shall we begin? Mobile Soon, we\u2019ll have a 1-to-10 rating system to evaluate the speed of our landing pages. It\u2019s one of the top priorities for the Silicon Valley giant\u2019s algorithms. And it\u2019s no wonder, since for every second of delay, our conversions can drop by 20%. Google has created several tools to help us optimize our websites in this regard (Speed Scorecard or Impact Calculator), and now, it\u2019s making this clear right within the Google Ads interface itself! In a tab called \u00bbLanding Pages,\u00bb you\u2019ll find this column, a rating for mobile user experience, and one indicating whether the URL is AMP. That gives us a few clues about what\u2019s becoming important, doesn\u2019t it? Cross-Device Reports The new reports coming soon to Analytics won\u2019t treat sessions separately. The Device-by-Acquisition Report will show each user\u2019s complete journey, including transitions between mobile and desktop, tablet and mobile, and so on. In addition, it will include \u2018Device Overlap\u2019 and \u2018Device and Channel Paths.\u2019\u00a0 Of course, this will have a direct impact on Audiences, allowing you to set up lists for overall revenue that take both devices into account, or, for example, to target people who visit your site a certain number of times. This will appear in a settings option called \u2018Enable Google Signals.\u2019 Search Network in the Marketing Innovations Keynote: Responsive Search Ads We can already see this in some of our accounts in the beta phase. To rotate different ad copy combinations, we\u2019ll be able to write 15 different headlines and 4 descriptions. Google will test and rotate them, giving more visibility to the ones that perform best. We\u2019ll even be able to specify certain keywords that we want to appear at all times. Google\u2019s recommendations for optimization: Focus on the headlines; include your keywords; test the opportunities and suggestions provided by the platform. Smart Shopping Campaigns: Also currently available, we\u2019re already seeing positive results for some of our clients. With a ROAS bidding strategy, Google will display the products from our feed intelligently, aiming to maximize conversions on Display, YouTube, Gmail, and the Search Network. However, we need 20 conversions in the last 45 days across all Shopping campaigns. These campaigns take seasonal demand and product prices into account. Small Business For Search and Display, these campaigns are easy to set up in just under 3 minutes. Using the Image Picker, we\u2019ll select three images. Along with some ad copy, Google\u2019s Machine Learning will take care of the rest. Store Visits: We just need to set up our location and upload creatives. Just like with \u2018Small Business,\u2019 Google\u2019s bot will automatically optimize this for all properties in its network. Hotel Ads: With Hotel Center, where you can efficiently manage prices, you\u2019ll be able to: Organize hotel groups by brand or class. Optimize factors such as offers, length of stay, or check-in date. As for Hotel Center, as its name suggests, it\u2019s a version of Merchant Center designed for hotels. With enriched feeds, we\u2019ll be able to set up dynamic remarketing campaigns. The bidding strategy will be based on \u2018maximizing reservations.\u2019 YouTube at the Marketing Innovations Keynote: TrueView for Action The idea is to generate leads without leaving YouTube. So far, we\u2019ve had calls to action such as \u2018Book Now,\u2019 \u2018Learn More,\u2019 \u2018Buy Now,\u2019 and so on\u2026 But the new feature is that soon, users will be able to fill out a contact form with the company without having to go to the website. We\u2019ll be able to choose between a CPA-style strategy or \u2018Maximize Conversions.\u2019 TrueView for Reach: An in-stream format based on user behavior with a CPM strategy. Its purpose is to help us build brand awareness. Maximize Lift Bidding: Focused on brand consideration, this is a machine learning bidding strategy where Google tries to give us more visibility if the bot detects that a user is more likely to consider our brand. Finally, remember that on the same day we learned about the transition from Google AdWords to Google Ads, we also learned about the merger of DoubleClick Digital Marketing and Google Analytics 360 into the Google Marketing Platform. What do you think of all these new developments? Feel free to leave a comment. We\u2019d love to hear your perspective on this!<\/p>","protected":false},"author":42,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[72,21],"tags":[],"class_list":["post-6132","post","type-post","status-publish","format-standard","hentry","category-eventos","category-google-ads"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Todas las Novedades del &#039;Marketing Innovations Keynote&#039; de esta semana - Geotelecom<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.geotelecom.es\/en\/blog\/all-the-news-from-this-weeks-marketing-innovations-keynote\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Todas las Novedades del &#039;Marketing Innovations Keynote&#039; de esta semana - Geotelecom\" \/>\n<meta property=\"og:description\" content=\"Tras el &#8216;Marketing Innovations Keynote&#8217;, muchos expertos lo califican como el mayor cambio de Google Adwords desde el a\u00f1o 2000 (cuando se estren\u00f3) y posiblemente no se equivoquen. Durante estas \u00faltimas semanas, Google no para de sorprendernos con noticias frescas sobre muchas de sus herramientas. Y si hace unos d\u00edas anunci\u00e1bamos el cambio de nombre de la plataforma de Google Adwords a Google Ads, \u00a1Esto era solo el principio! En realidad, se ve\u00eda venir con el cambio definitivo hacia la nueva interfaz (finales de este mes), pero este martes adem\u00e1s, \u00a1conocimos mucho m\u00e1s! en su evento mundial en Streaming &#8216;Marketing Innovations Keynote&#8217;. En este post, queremos resumirte todo lo que se est\u00e1 cociendo en Google y que llegar\u00e1 a lo largo de lo que queda de 2018. \u00bfEmpezamos? Mobile Enseguida contaremos con una columna de puntuaci\u00f3n del 1 al 10 para calificar la velocidad de nuestras Landing Pages. Es una de las prioridades entre los Algoritmos del gigante de Silicon Valley. Y no es para menos, ya que por cada segundo, nuestras conversiones se pueden reducir en un 20%. Google ha creado varias herramientas para optimizar en este sentido nuestra web (Speed Scorecad o Impact Calculator) y ahora, \u00a1nos lo deja claro dentro de la propia interfaz de Google Adwords! En una pesta\u00f1a denominada \u00bbLanding Pages\u00bb contaremos con esta columna, una calificaci\u00f3n en torno a la Experiencia de usuario en Mobile y una detallando si est\u00e1 URL es AMP. Unas cuantas pistas sobre lo que cobra relevancia \u00bfVerdad? Cross Device Reports Los nuevos informes que est\u00e1n por venir en Analytics, no tomar\u00e1n las sesiones por separado. El Informe de Dispositivo por Adquisici\u00f3n mostrar\u00e1 el recorrido completo de cada usuario, con cambios de Mobile &#8211; PC, Tablet &#8211; Mobile, &#8230; A\u00f1adido a esto, tambi\u00e9n &#8216;Superposici\u00f3n de Dispositivos&#8217; y &#8216;Rutas de dispositivos y canales&#8217;.\u00a0 Por supuesto, esto tendr\u00e1 una influencia directa en las Audiencias, pudiendo configurar listas para ingresos globales teniendo en cuenta ambos dispositivos, o por ejemplo, impactando a personas que nos visitan una cierta cantidad de veces.\u00a0 Aparecer\u00e1 en una opci\u00f3n de configuraci\u00f3n denominada &#8216;Activar se\u00f1ales de Google&#8217;. Red de B\u00fasqueda en el Marketing Innovations Keynote Responsive Search Ads Esto s\u00ed lo podemos ver ya en alguna de nuestras cuentas en fase Beta. Con la intenci\u00f3n de alternar las diferentes combinaciones de copys, contaremos con la posibilidad de escribir 15 Headlines diferentes y 4 Descriptions. Google los testear\u00e1 y rotar\u00e1 dando m\u00e1s visibilidad a aquellos con mejor rendimiento. E incluso, podremos fijar ciertas Keywords que deseamos que aparezcan en todo momento. Recomendaciones por parte de Google para su optimizaci\u00f3n: Enfocarnos en los Headlines Incluir nuestras Keywords Probar las oportunidades \/ sugerencias que nos da la plataforma Smart Campaigns Shopping Tambi\u00e9n vigentes en este momento, tenemos resultados positivos ya para algunos de nuestros clientes. Con una estrategia de puja ROAS, Google mostrar\u00e1 los productos de nuestro feed de una manera inteligente intentando maximizar las conversiones en Display, YouTube, Gmail y Red de B\u00fasqueda. Eso s\u00ed, necesitamos 20 conversiones en los \u00faltimos 45 d\u00edas en todas las campa\u00f1as de Shopping. Estas campa\u00f1as tienen en cuenta la demanda estacional y los precios de los productos. Small Business Para B\u00fasqueda y Display, son campa\u00f1as sencillas de configurar en poco menos de 3 minutos. Con Image Picker, seleccionaremos tres im\u00e1genes. En compa\u00f1\u00eda de unos copys, el Machine Learning de Google se ocupar\u00e1 del resto. Store visits Solo necesitamos configurar nuestra ubicaci\u00f3n y subir creatividades. Tal y como pasa en &#8216;Small Business&#8217;, el Bot de Google se encargar\u00e1 de optimizar esto autom\u00e1ticamente para todas las propiedades de su red. Hotel Ads De la mano de un Hotel Center donde administrar los precios de una manera eficiente, nos permitir\u00e1: Organizar los grupos de hoteles por marca o clase. Optimizar dimensiones como\u00a0ofertas, la duraci\u00f3n de la estancia o el d\u00eda del Check-in. En cuanto al Hotel Center, como su propio nombre indica, es una versi\u00f3n de Merchant Center para Hoteles. Con feeds enriquecidos, podremos montar campa\u00f1as de\u00a0remarketing din\u00e1mico.\u00a0La estrategia de puja estar\u00e1 fundamentada en &#8216;maximizar reservas&#8217;. YouTube en el Marketing Innovations Keynote Trueview for action La idea es lograr &#8216;leads&#8217; sin salir de YouTube. Hasta el momento, contamos con\u00a0&#8216;call to action&#8217; como &#8216;reserva ahora&#8217;, &#8216;m\u00e1s informaci\u00f3n&#8217;, &#8216;compra ahora&#8217;&#8230; Pero la novedad es que pr\u00f3ximamente, el usuario podr\u00e1 rellenar un formulario de contacto con la empresa sin tener que ir a la web. Podremos elegir entre una estrategia tipo CPA o Maximizar Conversiones. Trueview for reach Formato in-stream basado en el comportamiento del usuario con estrategia CPM. Su finalidad es ayudarnos a crear conciencia de marca. Maximize Lift Bidding Enfocado a consideraci\u00f3n de marca, es una estrategia de puja Machine Learning donde Google trata de darnos m\u00e1s visibilidad si el Bot detecta que ese usuario puede tener m\u00e1s consideraci\u00f3n por nuestra marca. Por \u00faltimo recordar que el mismo d\u00eda que conocimos el cambio de Google Adwords a Google Ads, supimos tambi\u00e9n la fusi\u00f3n de DoubleClick Digital Marketing + Google Analytics 360 en Google Marketing Platform. \u00bfQu\u00e9 te parecen todas estas novedades? No dudes en poner tu comentario. \u00a1Tenemos muchas ganas de conocer tu perspectiva sobre esto!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.geotelecom.es\/en\/blog\/all-the-news-from-this-weeks-marketing-innovations-keynote\/\" \/>\n<meta property=\"og:site_name\" content=\"Geotelecom\" \/>\n<meta property=\"article:published_time\" content=\"2018-07-13T12:05:43+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-16T15:42:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/mobilespeedgoogle.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"279\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"All the news from this week's 'Marketing Innovations Keynote' - Geotelecom","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.geotelecom.es\/en\/blog\/all-the-news-from-this-weeks-marketing-innovations-keynote\/","og_locale":"en_US","og_type":"article","og_title":"Todas las Novedades del 'Marketing Innovations Keynote' de esta semana - Geotelecom","og_description":"Tras el &#8216;Marketing Innovations Keynote&#8217;, muchos expertos lo califican como el mayor cambio de Google Adwords desde el a\u00f1o 2000 (cuando se estren\u00f3) y posiblemente no se equivoquen. Durante estas \u00faltimas semanas, Google no para de sorprendernos con noticias frescas sobre muchas de sus herramientas. Y si hace unos d\u00edas anunci\u00e1bamos el cambio de nombre de la plataforma de Google Adwords a Google Ads, \u00a1Esto era solo el principio! En realidad, se ve\u00eda venir con el cambio definitivo hacia la nueva interfaz (finales de este mes), pero este martes adem\u00e1s, \u00a1conocimos mucho m\u00e1s! en su evento mundial en Streaming &#8216;Marketing Innovations Keynote&#8217;. En este post, queremos resumirte todo lo que se est\u00e1 cociendo en Google y que llegar\u00e1 a lo largo de lo que queda de 2018. \u00bfEmpezamos? Mobile Enseguida contaremos con una columna de puntuaci\u00f3n del 1 al 10 para calificar la velocidad de nuestras Landing Pages. Es una de las prioridades entre los Algoritmos del gigante de Silicon Valley. Y no es para menos, ya que por cada segundo, nuestras conversiones se pueden reducir en un 20%. Google ha creado varias herramientas para optimizar en este sentido nuestra web (Speed Scorecad o Impact Calculator) y ahora, \u00a1nos lo deja claro dentro de la propia interfaz de Google Adwords! En una pesta\u00f1a denominada \u00bbLanding Pages\u00bb contaremos con esta columna, una calificaci\u00f3n en torno a la Experiencia de usuario en Mobile y una detallando si est\u00e1 URL es AMP. Unas cuantas pistas sobre lo que cobra relevancia \u00bfVerdad? Cross Device Reports Los nuevos informes que est\u00e1n por venir en Analytics, no tomar\u00e1n las sesiones por separado. El Informe de Dispositivo por Adquisici\u00f3n mostrar\u00e1 el recorrido completo de cada usuario, con cambios de Mobile &#8211; PC, Tablet &#8211; Mobile, &#8230; A\u00f1adido a esto, tambi\u00e9n &#8216;Superposici\u00f3n de Dispositivos&#8217; y &#8216;Rutas de dispositivos y canales&#8217;.\u00a0 Por supuesto, esto tendr\u00e1 una influencia directa en las Audiencias, pudiendo configurar listas para ingresos globales teniendo en cuenta ambos dispositivos, o por ejemplo, impactando a personas que nos visitan una cierta cantidad de veces.\u00a0 Aparecer\u00e1 en una opci\u00f3n de configuraci\u00f3n denominada &#8216;Activar se\u00f1ales de Google&#8217;. Red de B\u00fasqueda en el Marketing Innovations Keynote Responsive Search Ads Esto s\u00ed lo podemos ver ya en alguna de nuestras cuentas en fase Beta. Con la intenci\u00f3n de alternar las diferentes combinaciones de copys, contaremos con la posibilidad de escribir 15 Headlines diferentes y 4 Descriptions. Google los testear\u00e1 y rotar\u00e1 dando m\u00e1s visibilidad a aquellos con mejor rendimiento. E incluso, podremos fijar ciertas Keywords que deseamos que aparezcan en todo momento. Recomendaciones por parte de Google para su optimizaci\u00f3n: Enfocarnos en los Headlines Incluir nuestras Keywords Probar las oportunidades \/ sugerencias que nos da la plataforma Smart Campaigns Shopping Tambi\u00e9n vigentes en este momento, tenemos resultados positivos ya para algunos de nuestros clientes. Con una estrategia de puja ROAS, Google mostrar\u00e1 los productos de nuestro feed de una manera inteligente intentando maximizar las conversiones en Display, YouTube, Gmail y Red de B\u00fasqueda. Eso s\u00ed, necesitamos 20 conversiones en los \u00faltimos 45 d\u00edas en todas las campa\u00f1as de Shopping. Estas campa\u00f1as tienen en cuenta la demanda estacional y los precios de los productos. Small Business Para B\u00fasqueda y Display, son campa\u00f1as sencillas de configurar en poco menos de 3 minutos. Con Image Picker, seleccionaremos tres im\u00e1genes. En compa\u00f1\u00eda de unos copys, el Machine Learning de Google se ocupar\u00e1 del resto. Store visits Solo necesitamos configurar nuestra ubicaci\u00f3n y subir creatividades. Tal y como pasa en &#8216;Small Business&#8217;, el Bot de Google se encargar\u00e1 de optimizar esto autom\u00e1ticamente para todas las propiedades de su red. Hotel Ads De la mano de un Hotel Center donde administrar los precios de una manera eficiente, nos permitir\u00e1: Organizar los grupos de hoteles por marca o clase. Optimizar dimensiones como\u00a0ofertas, la duraci\u00f3n de la estancia o el d\u00eda del Check-in. En cuanto al Hotel Center, como su propio nombre indica, es una versi\u00f3n de Merchant Center para Hoteles. Con feeds enriquecidos, podremos montar campa\u00f1as de\u00a0remarketing din\u00e1mico.\u00a0La estrategia de puja estar\u00e1 fundamentada en &#8216;maximizar reservas&#8217;. YouTube en el Marketing Innovations Keynote Trueview for action La idea es lograr &#8216;leads&#8217; sin salir de YouTube. Hasta el momento, contamos con\u00a0&#8216;call to action&#8217; como &#8216;reserva ahora&#8217;, &#8216;m\u00e1s informaci\u00f3n&#8217;, &#8216;compra ahora&#8217;&#8230; Pero la novedad es que pr\u00f3ximamente, el usuario podr\u00e1 rellenar un formulario de contacto con la empresa sin tener que ir a la web. Podremos elegir entre una estrategia tipo CPA o Maximizar Conversiones. Trueview for reach Formato in-stream basado en el comportamiento del usuario con estrategia CPM. Su finalidad es ayudarnos a crear conciencia de marca. Maximize Lift Bidding Enfocado a consideraci\u00f3n de marca, es una estrategia de puja Machine Learning donde Google trata de darnos m\u00e1s visibilidad si el Bot detecta que ese usuario puede tener m\u00e1s consideraci\u00f3n por nuestra marca. Por \u00faltimo recordar que el mismo d\u00eda que conocimos el cambio de Google Adwords a Google Ads, supimos tambi\u00e9n la fusi\u00f3n de DoubleClick Digital Marketing + Google Analytics 360 en Google Marketing Platform. \u00bfQu\u00e9 te parecen todas estas novedades? No dudes en poner tu comentario. \u00a1Tenemos muchas ganas de conocer tu perspectiva sobre esto!","og_url":"https:\/\/www.geotelecom.es\/en\/blog\/all-the-news-from-this-weeks-marketing-innovations-keynote\/","og_site_name":"Geotelecom","article_published_time":"2018-07-13T12:05:43+00:00","article_modified_time":"2026-03-16T15:42:16+00:00","og_image":[{"width":1000,"height":279,"url":"https:\/\/www.geotelecom.es\/wp-content\/uploads\/2026\/03\/mobilespeedgoogle.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_misc":{"Written by":"","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.geotelecom.es\/blog\/todas-las-novedades-del-marketing-innovations-keynote-de-esta-semana\/#article","isPartOf":{"@id":"https:\/\/www.geotelecom.es\/blog\/todas-las-novedades-del-marketing-innovations-keynote-de-esta-semana\/"},"author":{"name":"","@id":""},"headline":"Todas las Novedades del &#8216;Marketing Innovations Keynote&#8217; 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