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Google Search & Tool Updates November

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For our monthly Google Marketing Platform Sydney meetup, we talked about the latest Google search and tool updates in November.

What we cover:
*Google BERT
*Google to stop indexing flash
*Mobile search by photos
*Video enhancement & appearances report
*Google shopping "destination"
*Ad extension test
*Affinity audiences & seasonal events segments
*Location targeting for smart shopping
*Cart metrics for shopping campaigns
*Conversions by time
*Improved asset combinations in app ads
*Google Maps incognito mode
*Google Site Kit WordPress plugin

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Google Search & Tool Updates November

  1. 1. Digital You Can Trust | GOOGLE MARKETING PLATFORM SYDNEY NOVEMBER 2019
  2. 2. THANKS FOR COMING! ● GMP Sydney Host & Organiser ● Partner, In Marketing We Trust ● Obsessions: ○ Data & Digital Marketing ○ Remote work & companies (it’s the future)
  3. 3. WHAT WE’VE GOT PLANNED ● GMP Sydney update ● Digital Radar ● Google Product & Tool Updates ● Speaker: Rebecca Robson But first, a thank you to our sponsors.
  4. 4. DON’T SHOOT YOURSELF IN MARKETING WE TRUST Content, Community Booze & Food EDGE ADVERTISING & CONTENT Venue DSY MEDIA SYDNEY Film & Photography
  5. 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
  6. 6. GOOGLE SYDNEY UPDATE @googlemeetupsydney @googlemeetupsyd
  7. 7. DIGITAL MARKETING & ANALYTICS | 1.Share Google product knowledge 2.Share digital marketing expertise 3.Build a community of Google marketers 1 OUR MEETUP OBJECTIVES
  8. 8. TODAY’S SPEAKER
  9. 9. SPEAKER NEXT MONTH…
  10. 10. GOOGLE MARKETING PLATFORM SINGAPORE TELL YOUR FRIENDS
  11. 11. DIGITAL RADAR A bunch of books, podcasts and events that the In Marketing We Trust folks are finding interesting at the moment!
  12. 12. DIGITAL MARKETING & ANALYTICS | DIGITAL RADAR Guy Kawasaki is about to launch his new podcast series. We don’t know much but we believe it’s going to be called Remarkable People and his first guest will be Jane Goodall. While it may not be specifically marketing- focussed, we predict there will still be some serious marketing insights from Guy and sometimes his guests. Stay tuned.
  13. 13. DIGITAL MARKETING & ANALYTICS | DIGITAL RADAR Celebrating Albert Mai Recent finalist for Young Marketer of the Year award, AC&E. Speaker at Google Marketing Platform Sydney and Head of Growth, Data and Product at Glam Corner. LinkedIn: https://www.linkedin.com/in/alber tmai/
  14. 14. DIGITAL MARKETING & ANALYTICS | DIGITAL RADAR STARTCON is near! Australia’s largest startup and growth conference. ● International keynotes ● Expert workshops ● Tech expo & Startup alley ● Pitch competition ● Australasian startup awards ● Networking & parties ● Master classes ● Kids coding camp
  15. 15. DIGITAL MARKETING & ANALYTICS | DIGITAL RADAR ADMA Global Forum 2020 Speakers include: ● Fred Neil, Amazon ● Neil Gardner, Generali ● Warren Mackay-Smith, Unilever Program includes: ● Does GDPR provide a much-needed antidote for the digital economy? ● Humanising brands: How to apply human principles to 31 March - 1 April 2020
  16. 16. GOOGLE ALGORITHM UPDATES The latest Google core algorithm updates you need to know.
  17. 17. ● Started 24th October...Google told us! ● Largest algorithm change in 5 years - will affect 10% of searches ● Sites aren’t being penalised. This is an update to their language processing and will mean ranking for more relevant searches and traffic ● Focussing on providing the best possible content is the top recommended way to deal with the impact of an algorithm update ● Likely will not see effects through third-party tools ● Everything you need to know here WHAT’S NEW GOOGLE ALGORITHM GOOGLE BERT
  18. 18. GOOGLE SEARCH PULSE The latest Google search product news and updates you need to know.
  19. 19. ● Google will stop indexing flash content ● No longer processing content with SWF files (for both flash websites or pages with portions of flash content) ● Most users and websites won’t see any impact from this change WHAT’S NEW IN SERPs GOOGLE TO STOP INDEXING FLASH KUDOS Google Webmasters | @googlewmc
  20. 20. ● Google showing mobile ‘search by photos’ option in selected local verticals ● No fixed position - resides below the local pack ● Only on mobile ● Not showing for all categories ● Unclear whether a test or a roll out WHAT’S NEW IN SERPs MOBILE SEARCH BY PHOTOS KUDOS Mike Blumenthal | @mblumenthal
  21. 21. ● Google Search Console adds video enhancement, video appearances performance reports ● Google has new reports to help with your videos in Google Search and Discover ● Helps you fix issues with your videos displaying in Search WHAT’S NEW IN SERPs VIDEO ENHANCEMENT, APPEARANCES REPORT
  22. 22. ● Google’s new shopping “destination” live in the U.S. ● Offers personalised recommendations ● “Buy on Google” featured prominently ● Ability to buy using Google’s checkout with payment info stored in Google account ● Google Guarantee ● Price Drop Feature ● Offset carbon emissions WHAT’S NEW IN SERPs GOOGLE SHOPPING “DESTINATION”
  23. 23. 1 The latest Google Ad news and updates you need to know. GOOGLE AD PULSE
  24. 24. WHAT’S NEW GOOGLE ADS AD EXTENSION TEST KUDOS Steven Johns | @stevenjohns21 Capture leads with Google Ads latest ad extension test ● Optional webhooks allow lead data to flow directly to your CRM ● The information you can collect is limited to: ○ Name ○ Email ○ Phone number ○ Postal code
  25. 25. WHAT’S NEW GOOGLE ADS AFFINITY AUDIENCES & SEASONAL EVENTS SEGMENTS ● Affinity audiences rolled out for Search Ads and YouTube campaigns ● Ability to drill into broad interest areas (banking & finance, food & dining) ● Additional in-market seasonal event segments (including Black Friday and Christmas) for Search and YouTube ● Ability to layer this segment on top of other targeting
  26. 26. WHAT’S NEW GOOGLE ADS LOCATION TARGETING FOR SMART SHOPPING Location targeting now available for Google Smart Shopping Campaigns ● Target and exclude locations in Smart Shopping campaigns ● Ability to set radius targeting from the Advanced search link ● Ability to exclude specific locations
  27. 27. WHAT’S NEW GOOGLE ADS CART METRICS FOR SHOPPING CAMPAIGNS Get a clearer picture of which products are driving profitable cart transactions ● Get a better sense of profitability of shopping campaigns ● Figure out how to optimise for greater gross profit ● To see new columns you need to have Google Ads conversion tracking set up with the Google global site tag
  28. 28. WHAT’S NEW GOOGLE ADS CONVERSIONS BY TIME The new columns report conversions on the days they occur instead of by ad click date ● No more just attributing conversion by the date of the ad click ● You can now see conversions on the day they occur ● Easier to compare to your own internal sales data
  29. 29. 1 WHAT’S NEW GOOGLE ADS IMPROVED ASSET COMBINATIONS - APP ADS KUDOS Google Ads ● An update to app campaign modelling should improve the way assets are combined for better- performing ads ● Update is rolling out in the next few months ● App campaign advertisers might see changes to asset reporting ● Google to attribute traffic to specific assets - advertisers to have more info on the assets that are performing
  30. 30. The latest Google product news and updates you need to know. GOOGLE TOOL PULSE
  31. 31. WHAT’S NEW GOOGLE TOOLS GOOGLE MAPS INCOGNITO MODE ● Android users now have the ability to do incognito searches in Google Maps ● Good for privacy, bad for personalisation ● Google unable to provide personalised recommendations including restaurants or things to do based on history ● Currently only available for Android devices ● Google priming the market for ad products
  32. 32. 1 WHAT’S NEW GOOGLE TOOLS GOOGLE SITE KIT WORDPRESS PLUGIN ● Official WordPress plugin by Google ● Easily setup Google tools on your site and view everything in a single dashboard in WP ● Includes: ○ Search Console ○ Analytics ○ PageSpeed Insights ○ AdSense
  33. 33. GET YOUR THINKING CAPS ON
  34. 34. GOOGLE’S FIRST CHEF USED TO CATER FOR WHICH BAND?
  35. 35. The Grateful Dead
  36. 36. 1 WHICH TOWN DID GOOGLE GIFT WITH FREE WI-FI IN 2006?
  37. 37. 1 Mountain View

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