Advertiser investment in paid search continues to grow as recent changes – including updates to the Google SERP, ad copy requirements, and the search partner network – continue to promote ad growth. This session will outline how advertisers are getting the most out of these updates, and what steps are being taken to prepare for the future of search advertising. How brands are driving growth with paid search ads through image-based product ads, mobile, search partner targeting, and more How the biggest Google changes of the past year have impacted advertisers’ performance and outlook How to think about the current state of futuristic targeting techniques, such as Customer Match and Dynamic Search Ads