The content of the slides: - GMP Sydney update - Digital Radar - Google Product & Tool Update Speaker: Sonali Nidamarty-Thomas

1. Digital You Can Trust |
GOOGLE
MARKETING PLATFORM
SYDNEY
SEPTEMBER 2019

2. THANKS FOR COMING!
● GMP Sydney Host & Organiser
● Partner, In Marketing We Trust
● Obsessions:
○ Fixing the agency model
○ Marketing Technology
○ Remote Teams & Business
○ Everything Vietnamese (even the language)

3. WHAT WE’VE GOT PLANNED.
● GMP Sydney update
● Digital Radar
● Google Product & Tool Update
● Speaker: Sonali Nidamarty-Thomas
But first, a thank you to our sponsors.

4. DIGITAL MARKETING & ANALYTICS |
OUR
SPONSORS
IN MARKETING WE TRUST
EVENT SPONSOR
EDGE
VENUE SPONSOR
1

5. We increase revenue and reduce customer acquisition costs with our advanced analytics
solutions to understand your online performance, grow and continually optimise your results.
WE MEASURE
Get powerful insights to help you
make smarter marketing
decisions, faster with our
advanced analytics solutions.
WE GROW
Get better ROI with our growth
strategy. We’ll drive qualified users
to your site and lower the cost of
customer acquisition.
WE OPTIMISE
Get insights to increase sales
with our methodical research and
analysis to give a better customer
experience
Analytics / Tag Manager / Data Studio SEO | Search Ads | Display | Video Conversion Rate Optimisation

7. GOOGLE
SYDNEY
UPDATE

8. DIGITAL MARKETING & ANALYTICS |
1. Share Google product expertise
2. Share digital marketing expertise
3. Build a community of Google marketers
1
OUR
MEETUP
OBJECTIVES

9. SPEAKER NEXT MONTH…

10. GOOGLE MARKETING
PLATFORM SINGAPORE
LAUNCHING OCTOBER

11. DIGITAL
RADAR
A bunch of books, podcasts or books that the
In Marketing We Trust folks are finding
interesting at the moment!

12. DIGITAL MARKETING & ANALYTICS |
DIGITAL
RADAR
Marketer + Machine is
about people and tech
working together.
The podcast features some
of the brightest names in
the industry — all sharing
actionable insights and
innovative perspectives on
where we are and where
we’re headed.

13. DIGITAL MARKETING & ANALYTICS |
DIGITAL
RADAR
Christopher Penn
Founder, Chief Data Scientist
Trust Insights
● Twitter: @CSPenn
● Blog: ChristopherSpenn.com
● Podcast: MarketingOverCoffee.com
● Linkedin: /CSPenn

14. GOOGLE SEARCH
PULSE
The latest Google search product news
and updates which you should need to
know about.

15. ● Pagination testing
● Heavier testing on desktop
● More results came to mobile April
● Started testing on
● Now back on desktop
WHAT’S NEW IN SERP
INFINITE SCROLL
KUDOS
Rick Talbot | @rtalbot55

16. WHAT’S NEW IN SERP
URL ABOVE TITLE
TAG SNIPPETS
● Paid and organic URLS above title
● Usually below the title
● Testing the importance of the URL?
KUDOS
Rick Talbot | @rtalbot55

17. WHAT’S NEW IN SERP
ADS INSIDE
BUSINESS LISTINGS
● Paid ads are appearing inside business
listing
● Toyota ad for a Dodge Dealer
● Speculation, this may be a paid to
remove feature (appeared in recent
GMB survey)
KUDOS
Ben Fisher | @TheSocialDude

18. WHAT’S NEW IN SERP
“PEOPLE ALSO
VIEW”
● People also view test
● Carousel
● Favicon, image, title and description
● We have not seen images in people
also view results previously
KUDOS
Raman | @RrRatan

19. 1
WHAT’S NEW IN SERP
“PEOPLE ALSO
SEARCH FOR”
● Recommendation cards
● Testing expandable search result
● Trend towards use of more images
in “traditional” text results
KUDOS
Valentin Pletzer | @VorticonCmdr

20. KUDOS
Rick Talbot | @rtalbot55
WHAT’S NEW IN SERP
DELIVERY IN LOCAL
PACK
● Addition of delivery icon
● Sends user direct to online delivery
service
● Destination:
ondemandplatform.google.com
● U.S. test can’t replicate in AU
KUDOS
Joy Hawkins | @JoyHawkins

21. 1
The latest Google Ad news and updates
which you need to know about.
GOOGLE AD
PULSE

22. WHAT’S NEW GOOGLE ADS
SHOPPING CAMPAIGN
OPTIMISATION SCORE
KUDOS
Google > Optimisation Score Webinar
● Optimization and recommendations now
available for shopping campaigns
● 0% - 100% score, with 100% fully optimised
● Individual cores for Search & Shopping
Campaigns
● Advertisers with 10 point increase see 10%
uplift in conversions from ads.

23. 1
WHAT’S NEW GOOGLE ADS
NEW BID STRATEGY
KUDOS
Google
● Smart bidding announced in May
● Automated bidding strategy
● Purpose “maximise conversions”
● Feature is now live
● Before you start, set conversion
values, for all conversion types

24. ● Rules using average position
● Custom columns using average position
● Saved reports that filter on average position
● Saved filters with average position
● Instead use: top and absolute top impression rate
metrics
● Scripts: If you have google scripts that use average
position, make sure they will still work!
WHAT’S NEW GOOGLE ADS
AVERAGE POSITION SUNSETTING
KUDOS
Google | Only the new Google Ads XP
Average position
sunset begins the
week of
September 30th

25. WHAT’S NEW GOOGLE ADS
ACCELERATED DELIVERY DISABLED IN
SEARCH AND SHOPPING CAMPAIGNS
KUDOS
Google
When you need
to spend your
budget faster.
● Not effective for campaigns not limited by budget
● Standard Delivery maximises spend over the day
● From Sept 17, Standard Delivery will be the only
option
● October 1: campaigns will be switched to SD
● If you need this function use ad scheduling
● Accelerated Delivery to continue for display &
video

26. The latest Google product news and
updates which you need to know about.
GOOGLE TOOL
PULSE

27. WHAT’S NEW GOOGLE TOOLS
GOOGLE DISCOVER
● Google feed to surface content when you’re not searching.
● 800 million users now use the product
● New name & look: Discover
● The product is all about you and your interests
● Strategically important: shift from ask to recommend
● Discover is coming to Google.com on all mobiles browsers
● Remember: Discover report was added to GSC in APRIL
KUDOS
Google Amp Project

28. WHAT’S NEW GOOGLE TOOLS
JAVASCRIPT FOR
AMP
● <amp-script>released
● Runs in separate threads
● You can add components to page and keep
things fast
● Allows for sharing across Amp & non-amp
pages
KUDOS
Google Amp Project

29. 1
WHAT’S NEW GOOGLE TOOLS
RICH RESULTS ERROR
TYPES IN GSC REPORTS
● Rich results include:
○ Product
○ Sitelink Search box
○ Unparsable
KUDOS
Google | SEO Round Table

30. 1
WHAT’S NEW GOOGLE TOOLS
GMB REVIEWS IN
SINGLE REPORT
KUDOS
SEO Round Table
● All reviews in one place
● Switching not required to move between branches
● Businesses can view, respond and flag reviews in
one place.
● You can manage reviews in bulk
● Not available for manager accounts or businesses
with >500 branches.

31. 1
WHAT’S NEW GOOGLE TOOLS
PRIVACY SANDBOX
PROJECT
● Aim “build more private web”
● Framework to include
○ Confidentiality standards
○ Data scope in terms of quality and quantity
● Talk of setting a privacy budget
● Reaction Safari ITP 2.2 standards
KUDOS
Chrome Blog (chromium.org)

32. 1
WHAT’S NEW GOOGLE TOOLS
GOOGLE MAPS
TRAVEL UPDATES
Google continues move into OTA space
● Google wants user to have more confidence when
booking flights
● Now: shows prices are high or low
● Future: exact itinerary, fair movement and
predictive price increase or at lowest
● Shocker: Google will refund any difference is price
drops lower (land grap for bookings)
KUDOS
Search Engine Round Table

33. GET YOUR
THINKING
CAPS ON

34. WHAT WAS
GOOGLE’S
ORIGINAL
NAME?

35. WHAT
PRODUCT DID
GOOGLE
LAUNCH ON
APRIL FOOLS
DAY 2004?

36. 1
WHAT WAS THE
VALUE OF GOOGLE
WHEN IT THE
COMPANY WENT
PUBLIC?
$27
BILLION