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Google Marketing Platform Tools: Ultimate Guide

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This month we launched our Google Marketing Platform Singapore meetup. The event was a huge success and we will continue to host events on Google Marketing Platform tools every third Thursday of the month in Singapore. We started with the latest Google Search & Tool Updates, followed by a presentation by our resident Analytics and Google expert, Benoit Weber, on Google marketing tools.

Google Marketing Platform Tools: Ultimate Guide

Google marketing tools enable you to interact with your users at different stages along their customer journey.

Agenda:
We will provide a brief overview of each of the tools, what they do and for each of the products, we will provide an example of how the tool could integrate or be used with other Google Marketing tools or Google Cloud Products.

Here, Benoit will take you through the 7 Google Marketing Platform tools and show you how to improve your marketing performance.

*Gather the insights you need about your prospects with Google Surveys
*Grow your business faster with Google Search
*Deliver faster, smarter marketing across media with Search and Display & Video 360
*Measure and collect the right data with Google Tag Manager
*Monitor and report on your performance with Google Analytics
*Share insights across your teams with powerful dashboards in Google Data Studio
*Run A/B testing to optimise user experience towards conversions with Google Optimize

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Google Marketing Platform Tools: Ultimate Guide

  1. 1. Digital You Can Trust | Google Marketing Platform Tools: Ultimate Guide
  2. 2. Digital You Can Trust | BEN BENOIT WEBER ANALYTICS SPECIALIST Xin chào, my name is BEN. ❏ Educational background in software/research engineering ❏ Specialised in Google Analytics, GTM ❏ Passionate about data governance and integrity ❏ Based in Da Nang, Viet Nam Contact ❏ benoit@inmarketingwetrust.com.au ❏ https://www.linkedin.com/in/benoit-weber/ BEN
  3. 3. Digital You Can Trust |
  4. 4. Digital You Can Trust |
  5. 5. Digital You Can Trust | FIND THE RIGHT AUDIENCE DRIVE THE AUDIENCE TO YOUR FRONT DOOR CONVERT PROSPECTS TO CUSTOMERS ALL ALONG THE JOURNEY
  6. 6. Digital You Can Trust | AGENDA ❏ Survey ❏ Display & Video ❏ Search Ads ❏ Analytics ❏ Optimize ❏ Tag Manager ❏ Data Studio
  7. 7. Digital You Can Trust |
  8. 8. Digital You Can Trust | FIND THE RIGHT AUDIENCE DRIVE THE AUDIENCE TO YOUR FRONT DOOR CONVERT PROSPECTS TO CUSTOMERS GATHER THE INSIGHT YOU NEED Surveys
  9. 9. Digital You Can Trust | Test your creative Ask for opinions Test your brand awareness
  10. 10. Digital You Can Trust | CREATE YOUR SURVEY IN A FEW MINUTES
  11. 11. Digital You Can Trust | SURVEY PEOPLE IN THE REGION
  12. 12. Digital You Can Trust | FIND OUT WHY SHOPPERS ABANDONED THEIR SHOPPING CARTS 1 - Create your audience in Google Analytics 2 - Import your audience lists into Google Ads 3 - Serve your survey to your remarketing audience
  13. 13. Digital You Can Trust |
  14. 14. Digital You Can Trust | FIND THE RIGHT AUDIENCE DRIVE THE AUDIENCE TO YOUR FRONT DOOR CONVERT PROSPECTS TO CUSTOMERS REACH AUDIENCES ACROSS THE WEB DV360
  15. 15. Digital You Can Trust | 96%
  16. 16. Digital You Can Trust | DISPLAY, VIDEO, NATIVE ADVERTISING & AUDIO
  17. 17. Digital You Can Trust |
  18. 18. Digital You Can Trust | First-Party data CRM data Transactional data CUSTOMER MATCH & REMARKETING & SIMILAR AUDIENCES Similar audiences Customer Match Display remarketing
  19. 19. Digital You Can Trust |
  20. 20. Digital You Can Trust | FIND THE RIGHT AUDIENCE DRIVE THE AUDIENCE TO YOUR FRONT DOOR CONVERT PROSPECTS TO CUSTOMERS REACH AUDIENCES IN SEARCH ENGINES SA360
  21. 21. Digital You Can Trust | 4%
  22. 22. Digital You Can Trust | SHOW SEARCH ADS ACROSS SEARCH ENGINES
  23. 23. Digital You Can Trust | Campaign s Groups/Ads Keywords Bids Budgets
  24. 24. Digital You Can Trust | BEHAVIOURAL CONVERSION PREDICTION Write pCvR data to output table Create, train and run model BigQuery BigQuery ML Data Import Measurement Protocol GA BQ Export Scheduler RLSA + Display RMKT Display RMKT
  25. 25. Digital You Can Trust |
  26. 26. Digital You Can Trust | FIND THE RIGHT AUDIENCE DRIVE THE AUDIENCE TO YOUR FRONT DOOR CONVERT PROSPECTS TO CUSTOMERS GATHER INSIGHTS AND UNDERSTAND YOUR USERS Analytics
  27. 27. Digital You Can Trust | WHAT’S GOOGLE ANALYTICS? 1
  28. 28. Digital You Can Trust | ➔ E-commerce purchases ➔ Newsletter subscriptions ➔ Contact form submissions DWELL-TIME ➔ Bounces ➔ Idle and active time ➔ Read time INTERACTIONS ➔ Clicks on CTA ➔ Scroll Depth ➔ Outbound Links VISIBILITY ➔ Page Views ➔ Content Visibility ➔ Element Visibility: Pop ups ➔ Downloads ➔ Social media interactions ➔ Javascript errors 1 GOALS ➔ Pages per sessions, Session Duration ➔ Phone Calls WHAT CAN BE MEASURED ON SITE?
  29. 29. Digital You Can Trust | ConversionsAcquisition Behaviour How did users find me ? What did users do ? Did users do what I wanted them to ? THE ABC FRAMEWORK 1
  30. 30. Digital You Can Trust | INTEGRATE YOUR CRM WITH GOOGLE ANALYTICS
  31. 31. Digital You Can Trust |
  32. 32. Digital You Can Trust | FIND THE RIGHT AUDIENCE DRIVE THE AUDIENCE TO YOUR FRONT DOOR CONVERT PROSPECTS TO CUSTOMERS OPTIMISE THE USER EXPERIENCE Optimize
  33. 33. Digital You Can Trust | OPTIMISATION FRAMEWORK Conversion Rate Optimisation Reporting Strategy Analysis Implementation Business Impact
  34. 34. Digital You Can Trust | CONVERSION RATE OPTIMISATION PROCESS
  35. 35. Digital You Can Trust | A/B TESTING PRINCIPLE
  36. 36. Digital You Can Trust | MONITOR YOUR EXPERIMENT IN DATA STUDIO
  37. 37. Digital You Can Trust |
  38. 38. Digital You Can Trust | FIND THE RIGHT AUDIENCE DRIVE THE AUDIENCE TO YOUR FRONT DOOR CONVERT PROSPECTS TO CUSTOMERS COLLECT THE DATA YOU WANT Tag Manager
  39. 39. Digital You Can Trust | <GTM CONTAINER> Native Implementation Through a Tag Manager <HTML CODE> <ANALYTICS TAG> <HTML CODE> <MARKETING TAG> <HTML CODE> <GTM CONTAINER> <HTML CODE> <ANALYTICS TAG> <MARKETING TAG> HOW DO WE IMPLEMENT TAGS? 1
  40. 40. Digital You Can Trust | COLLECT THE DATA YOU WANT Data Data Data Data Data Data
  41. 41. Digital You Can Trust | NATIVELY SUPPORTED & CUSTOM TEMPLATE TAGS + https://tagmanager.google.com/galler y/
  42. 42. Digital You Can Trust | ❏ Deployment ❏ Control ❏ Validation & Versioning ❏ Security ❏ Templates GTM BENEFITS
  43. 43. Digital You Can Trust | PREVENT DATA COLLECTION BASED ON CONSENT
  44. 44. Digital You Can Trust |
  45. 45. Digital You Can Trust | FIND THE RIGHT AUDIENCE DRIVE THE AUDIENCE TO YOUR FRONT DOOR CONVERT PROSPECTS TO CUSTOMERS COLLECT THE DATA YOU WANT Data Studio
  46. 46. Digital You Can Trust | TELL A STORY WITH YOUR DATA
  47. 47. Digital You Can Trust | NATIVELY SUPPORTED & CUSTOM VISUALISATIONS + https://developers.google.com/datastudio/visualization/ https://datastudiogallery.appspot.com/gallery
  48. 48. Digital You Can Trust | MORE AND MORE AVAILABLE SOURCES
  49. 49. Digital You Can Trust | CONCLUSION
  50. 50. Digital You Can Trust | FIND THE RIGHT AUDIENCE DRIVE THE AUDIENCE TO YOUR FRONT DOOR CONVERT PROSPECTS TO CUSTOMERS ALL ALONG THE JOURNEY
  51. 51. Digital You Can Trust | BigQuery Content Media Ecommerce Finance WE WORK IN A LARGER ENVIRONMENT THAN JUST GMP COLLECT CRM/Sales Social Email Marketing Inventory TRANSFORM ANALYSE VISUALISE ACTIVATE Ads Platforms CRM Platforms Commerce Platforms Email Platforms Social Platforms DataPrep Cloud ML
  52. 52. Digital You Can Trust | Data from Display, Video and Search bought through DV360 & Search Ads 360 flows into Campaign Manager & Analytics 360 Data from social, email, affiliates and other paid media is tracked in Campaign Manager Search Ads 360 Tag Manager 360 Optimize 360 Data Studio Export data into easy to read visualisations Test best onsite content to show particular audience segments Deploy tags faster for conversion tracking, site analytics, remarketing, and more Display & Video 360 Campaign Manager Analytics 360 Re-target audience segment with specific messaging Upload CRM Data in A360 Import offline user actions Track usage of websites and apps. Create segments of users and see the complete user journey from Ad to Sale FULL REPORTING OF CUSTOMER JOURNEYS
  53. 53. DELIVERED BY EXPERTS Our global team of expert consultants and practitioners have been hand-selected from thousands of applicants. Digital You Can Trust |
  54. 54. We’re a global online marketing agency managed from one of the finest beaches on the planet. Digital You Can Trust | GET IN TOUCH

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