For our latest Google Marketing Platform Sydney meetup, we spoke with New Business Manager at Google, Rebecca Robson to get a high level, holistic overview of YouTube.
We looked at the three groups YouTube is made for - Users, Creators and Brands, and shared best practices on how to win on Youtube. Including how to reach the right people, win their attention and finally optimise toward your success metrics.
What we covered:
- Why YouTube
- YouTube Users
- Millennials on YouTube
- Parents on YouTube
- GenX on YouTube
- YouTube growth
- YouTube growth in Australia
- YouTube creators
- YouTube for brands
- How can businesses win on YouTube?
- How to find new customers
- High-intent audiences
- YouTube intent signals
- Improved audience types
- Google Search and YouTube
- Custom intent audiences case studies
- Creative for brands
- YouTube optimisation and measurement
Number 1 on Product Hunt: How I Got Early Growth for My Mobile AppIn Marketing We Trust
iOS engineer and founder of Filma App (recently voted product of the day on Product Hunt), Miguel Lorenzo, walks us through app development and ASO (app store optimisation). You'll learn how to approach early release (beta version with limited features), including how to track preferences in Google Analytics, get user feedback and find what your users really want.
In this presentation, we'll cover:
• Idea and app development
• Product launch
• ASO (app store optimisation)
• App promotion
• App landing page
• Product Hunt launch
You'll get loads of tips and learn how to promote your app with promotional videos for new releases for social networks. You'll also learn how to reach out to influencers and tech blogs to help promote your product.
70% of campaign performance is driven by creative, yet the majority of markets are still using static banners with no personalisation or data insights.
Come learn how JoyStick has rolled out data-driven campaigns with smart personalized creatives for global brands such as Google, Nike, HBO & Netflix to name only a few.
SEO for Travel Companies in 2018. What's changed, what you need to know and do. These slides cover landscape changes and the current state of SEO for Travel Companies in 2018. It covers aspects of technical SEO for travel companies, content creation specific to the travel sector, as well as how to boost authority signals and link building for travel companies in 2018.
How to Do Anything You Want in Google Data Studio - Google Marketing Platform...In Marketing We Trust
Learn how to do anything you want in Google Data Studio. Create beautiful visualisations and save time by automating the process without compomising on the visualisation aspect.
Why Data Studio and not one of the other data visualization tools?
It’s free, simple to use, simple to share and with the possibility to connect to a lot of data source, you can report on almost every thing.
How to Accurately Track Marketing Campaigns + Free Campaign Tagging ToolIn Marketing We Trust
Learn How to Accurately Track Marketing Campaigns with Tracking Guru Ben Weber, Head of Analytics at In Marketing We Trust (Travel Massive LIVE sponsor).
We'll be answering:
*Why do we need campaign tracking?
*What are UTM parameters?
*Where to find campaigns in Google Analytics?
And you'll learn how to use UTM for:
*Email
*Google ads and other paid campaigns
*Social media campaigns
*Offline campaigns
For our TrustED Conf 2021 VR World Tour, we heard from Martin Sprong, a seasoned digital marketer, specialising in SEO on The Power Of Persuasion.
Find out what the principles of persuasion are and how to apply them to your digital marketing activities. Learn about the power of persuasion.
Learn how Google Marketing Platform and other tools can help you grow your startup with Albert Mai, Head of Growth at Glam Corner. You'll learn how to get started and leverage Google Marketing Platform, learn which tools to use and when and hear personal success stories.
Key Takeaways:
*How to get started with Google Marketing Platform
*How to grow your startup
*Which tools to use and when
For our latest Google Marketing Platform Sydney meetup, we spoke with New Business Manager at Google, Rebecca Robson to get a high level, holistic overview of YouTube.
We looked at the three groups YouTube is made for - Users, Creators and Brands, and shared best practices on how to win on Youtube. Including how to reach the right people, win their attention and finally optimise toward your success metrics.
What we covered:
- Why YouTube
- YouTube Users
- Millennials on YouTube
- Parents on YouTube
- GenX on YouTube
- YouTube growth
- YouTube growth in Australia
- YouTube creators
- YouTube for brands
- How can businesses win on YouTube?
- How to find new customers
- High-intent audiences
- YouTube intent signals
- Improved audience types
- Google Search and YouTube
- Custom intent audiences case studies
- Creative for brands
- YouTube optimisation and measurement
Number 1 on Product Hunt: How I Got Early Growth for My Mobile AppIn Marketing We Trust
iOS engineer and founder of Filma App (recently voted product of the day on Product Hunt), Miguel Lorenzo, walks us through app development and ASO (app store optimisation). You'll learn how to approach early release (beta version with limited features), including how to track preferences in Google Analytics, get user feedback and find what your users really want.
In this presentation, we'll cover:
• Idea and app development
• Product launch
• ASO (app store optimisation)
• App promotion
• App landing page
• Product Hunt launch
You'll get loads of tips and learn how to promote your app with promotional videos for new releases for social networks. You'll also learn how to reach out to influencers and tech blogs to help promote your product.
70% of campaign performance is driven by creative, yet the majority of markets are still using static banners with no personalisation or data insights.
Come learn how JoyStick has rolled out data-driven campaigns with smart personalized creatives for global brands such as Google, Nike, HBO & Netflix to name only a few.
SEO for Travel Companies in 2018. What's changed, what you need to know and do. These slides cover landscape changes and the current state of SEO for Travel Companies in 2018. It covers aspects of technical SEO for travel companies, content creation specific to the travel sector, as well as how to boost authority signals and link building for travel companies in 2018.
How to Do Anything You Want in Google Data Studio - Google Marketing Platform...In Marketing We Trust
Learn how to do anything you want in Google Data Studio. Create beautiful visualisations and save time by automating the process without compomising on the visualisation aspect.
Why Data Studio and not one of the other data visualization tools?
It’s free, simple to use, simple to share and with the possibility to connect to a lot of data source, you can report on almost every thing.
How to Accurately Track Marketing Campaigns + Free Campaign Tagging ToolIn Marketing We Trust
Learn How to Accurately Track Marketing Campaigns with Tracking Guru Ben Weber, Head of Analytics at In Marketing We Trust (Travel Massive LIVE sponsor).
We'll be answering:
*Why do we need campaign tracking?
*What are UTM parameters?
*Where to find campaigns in Google Analytics?
And you'll learn how to use UTM for:
*Email
*Google ads and other paid campaigns
*Social media campaigns
*Offline campaigns
For our TrustED Conf 2021 VR World Tour, we heard from Martin Sprong, a seasoned digital marketer, specialising in SEO on The Power Of Persuasion.
Find out what the principles of persuasion are and how to apply them to your digital marketing activities. Learn about the power of persuasion.
Learn how Google Marketing Platform and other tools can help you grow your startup with Albert Mai, Head of Growth at Glam Corner. You'll learn how to get started and leverage Google Marketing Platform, learn which tools to use and when and hear personal success stories.
Key Takeaways:
*How to get started with Google Marketing Platform
*How to grow your startup
*Which tools to use and when
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
How to Get Started with the Google Marketing Platform & All New Acquia LiftAcquia
Empowered by access to more information than ever before, consumers are driving the personalization phenomenon. They’ve come to expect brands to understand their tastes and preferences - and marketing teams must respond! With customer expectations higher than ever, implementing a personalization strategy is a critical way for marketers to build and maintain meaningful relationships with their audiences.
Hear from Bounteous & Acquia on how Acquia Lift has been instrumental in eliminating one-size-fits all solutions and enabling their team of marketers to speak directly to the individuals visiting their website and address their unique needs. Included in the webinar, they’ll cover industry best practices and Acquia Lift product tips.
In this webinar, we’ll cover steps to:
- Analyze basic visitor information to help inform your personalization strategy
- Personalize content based on marketing channel
- Launch a personalization marketing campaign
- Prioritize personalization and testing initiatives
Join Bounteous & Acquia on August 7, 2019 at 10 a.m. EST / 3 p.m. BST as they dive into their analytics-driven approach to personalization and see how they’ve improved engagement metrics and increased conversion rates, ultimately driving ROI.
How to Create Winning Ad Campaigns - Google Marketing Platform SydneyIn Marketing We Trust
Yesterday, for our monthly Google Marketing Platform Sydney meetup, we talked about How to Create Winning Ad Campaigns.
We discussed how to create winning campaign ads with Google, with Ed Jones, Head of Growth Marketing at In Marketing We Trust.
Key Takeaways:
How to plan your next campaign
How to set yourself up for success
What good looks like
Learn how to plan your next campaign, considering your complete customer journey and lifecycle. Learn what you can do to maximise your campaign during each stage of the customer journey.
My notes were done in a mindmap and then exported here as a slideshow. Learn more about today's keynote at https://www.blog.google/products/ads/live-stream-2018/
Internal links are an important way of telling search engines about your site's most important pages, but most of the internal linking structures we see aren't optimised to take advantage of this.
Here, our Head of Data, James Bardsley, dives into some of the techniques, from scraping to machine learning, that we use to identify internal linking problems and find solutions at scale for enterprise businesses including Expedia and Gumtree.
Description:
Measuring and Collecting the Right Data. Ben Weber, Analytics Specialist of In Marketing We Trust, is covering how to Measure and Collect the right Data for your business/clients.
Topics to be cover:
*Data Governance
*Measurement Plan
*What to Measure?
*And more..
Video presentation:
https://youtu.be/HFaWp7lilno
IMWT Blog post:
http://bit.ly/2SPHU8c
From Market to Insights to Strategy. How SEO & Content Really Impact Business...Björn Darko
Looking at Keywords does help SEOs & Content Marketers to figure out how to target a user to a landing page and defines how to create content for it. But using Keyword Data to define an entire market incl. insights Market Trends, Market Demand Structure & Share of Voice is very rare. This will also lead decision makers beyond SEO & Content Marketing to greater business decisions and applications.
In this talk I am going to show you how a „Market Insights Report“ can define your entire market & industry like you never have seen before. I am going to show you, how to get meaningful Insights out of it which lets you create impactful strategies who really impact your business.
For our TrustED Conf 2021 VR World Tour, we heard from Leann Chan, an experienced Search Engine Optimisation specialist, on COVID-19 consumer trends & post-pandemic SEO. Learn what the SEO 'musts' are to survive and thrive during a pandemic.
How to build a holistic search strategy that worksHannahIJohnson1
Far too often, SEM and SEO are managed in silos, leaving users with a disjointed search experience and causing brands to lose potential customers. SEO and SEM are complementary channels, which requires both teams to be unified in order to optimize the user experience and drive conversions.
This presentation goes over:
Educate key stakeholders about why the shift to holistic search is necessary
Evaluate your program from search query to conversion to identify areas of opportunity and growth
Understand how those elements translate to day-to-day account management
Create the plan for how your teams will work together moving forward
SEO After COVID-19: How to Recover with FAQs, Schema, AMP & Voice SearchSearch Engine Journal
COVID-19 has disrupted our world like nothing we have seen before, and the response requires some reflection, planning, and aggressive execution.
Milestone has developed and begun implementing the COVID-19 Crisis-Recovery-Growth strategy and wants to share it with the community.
In this presentation, Milestone’s CEO Anil Aggarwal and VP of Marketing Erik Newton discuss insights on how to overcome the business impact of COVID-19.
We will cover:
— Phased tactics within local, organic, social, and paid media.
— Recommendations for gathering customer insights, adjusting content, mobile, and clickability.
— Moving to omnichannel measurement and offer packaging and scaling back up.
— What is the current state of voice search, entity search and where it is growing.
— Top tips to create AMP and FAQ pages for conversational content and voice search.
— How major verticals – tech, banks, auto, hotels, and retailers – are capitalizing on these technologies to increase growth and sales.
— Successful case studies and practical tips to upgrade your digital assets and use BERT to your advantage.
How to Understand, Attract, and Engage Buyers at EventsSnapApp
Events are a B2B marketer's best lead generating lever - but they can also be expensive, and measuring ROI is difficult. In this webinar, SnapApp and Certain will show you 8 ways to get better results at events through interactive content - and demonstrate ROI by linking everything back to marketing automation.
Tom Wigley's super-useful presentation on pitching SEO. How to approach the topic, how to understand potential traffic, and some key points to remember about your presentations
For our latest webinar, we spoke to Phoebe Lee about how brands can work with bloggers. Here, we're sharing the insights.
What we'll cover:
* How to develop a successful working relationship
* Ways to work with bloggers
* Why you need to brief and how to do it properly
* How to find influencers
* Top tips for getting the most out of every collaboration
SearchLeeds 2018 - Holly Ellwood - Receptional - What’s new in PPC?Branded3
Holly's SearchLeeds talk covered what’s new in PPC and what we can expect from 2018 according to latest releases and search trends. She also looked at areas that are under-utilised currently in the world of paid search, so as to highlight both missed and new opportunities for paid search marketers throughout this year.
"Growth Marketing and search engine optimization in Liverpool, we specialize in search marketing.
Google, Bing, and Hubspot accredits us to help customers grow their customer base.
We collaborate with designers, developers, and copywriters. So we can not only boost targeted visitors to your site but also to convert them into paying customers. Our services include, website design, content marketing, copywriting, PPC and SEO in Liverpool.
Full search marketing services and website design for your local business in Liverpool.
Services include, social media management, content marketing, search engine optimization and website design."
Google Ads best practice says, you want a dedicated landing page for each ad group, but that's a hefty operation! So, how do you make sure each one of your landing pages boasts off-the-chart conversion rates?
You'll will walk away knowing:
- Strategic questions to ask yourself before creating landing pages
- Key traits to make sure they're high-converting
- WordStream's expert opinion on the number one secret weapon
"How to Master Smart Bidding" Tomaso Uliana - GoogleAdplify
How to Master Smart Bidding with Google Ads’ Machine Learning Power.
Machine Learning & Automation - Unlock growth through Smart Bidding - Evaluate Smart Bidding & Measure the impact
Get the latest news and Google Search & Tool Updates for October 2019.
Including:
*Google algorithm updates
*Google search updates
*Google Ads updates
*Google tool updates
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
How to Get Started with the Google Marketing Platform & All New Acquia LiftAcquia
Empowered by access to more information than ever before, consumers are driving the personalization phenomenon. They’ve come to expect brands to understand their tastes and preferences - and marketing teams must respond! With customer expectations higher than ever, implementing a personalization strategy is a critical way for marketers to build and maintain meaningful relationships with their audiences.
Hear from Bounteous & Acquia on how Acquia Lift has been instrumental in eliminating one-size-fits all solutions and enabling their team of marketers to speak directly to the individuals visiting their website and address their unique needs. Included in the webinar, they’ll cover industry best practices and Acquia Lift product tips.
In this webinar, we’ll cover steps to:
- Analyze basic visitor information to help inform your personalization strategy
- Personalize content based on marketing channel
- Launch a personalization marketing campaign
- Prioritize personalization and testing initiatives
Join Bounteous & Acquia on August 7, 2019 at 10 a.m. EST / 3 p.m. BST as they dive into their analytics-driven approach to personalization and see how they’ve improved engagement metrics and increased conversion rates, ultimately driving ROI.
How to Create Winning Ad Campaigns - Google Marketing Platform SydneyIn Marketing We Trust
Yesterday, for our monthly Google Marketing Platform Sydney meetup, we talked about How to Create Winning Ad Campaigns.
We discussed how to create winning campaign ads with Google, with Ed Jones, Head of Growth Marketing at In Marketing We Trust.
Key Takeaways:
How to plan your next campaign
How to set yourself up for success
What good looks like
Learn how to plan your next campaign, considering your complete customer journey and lifecycle. Learn what you can do to maximise your campaign during each stage of the customer journey.
My notes were done in a mindmap and then exported here as a slideshow. Learn more about today's keynote at https://www.blog.google/products/ads/live-stream-2018/
Internal links are an important way of telling search engines about your site's most important pages, but most of the internal linking structures we see aren't optimised to take advantage of this.
Here, our Head of Data, James Bardsley, dives into some of the techniques, from scraping to machine learning, that we use to identify internal linking problems and find solutions at scale for enterprise businesses including Expedia and Gumtree.
Description:
Measuring and Collecting the Right Data. Ben Weber, Analytics Specialist of In Marketing We Trust, is covering how to Measure and Collect the right Data for your business/clients.
Topics to be cover:
*Data Governance
*Measurement Plan
*What to Measure?
*And more..
Video presentation:
https://youtu.be/HFaWp7lilno
IMWT Blog post:
http://bit.ly/2SPHU8c
From Market to Insights to Strategy. How SEO & Content Really Impact Business...Björn Darko
Looking at Keywords does help SEOs & Content Marketers to figure out how to target a user to a landing page and defines how to create content for it. But using Keyword Data to define an entire market incl. insights Market Trends, Market Demand Structure & Share of Voice is very rare. This will also lead decision makers beyond SEO & Content Marketing to greater business decisions and applications.
In this talk I am going to show you how a „Market Insights Report“ can define your entire market & industry like you never have seen before. I am going to show you, how to get meaningful Insights out of it which lets you create impactful strategies who really impact your business.
For our TrustED Conf 2021 VR World Tour, we heard from Leann Chan, an experienced Search Engine Optimisation specialist, on COVID-19 consumer trends & post-pandemic SEO. Learn what the SEO 'musts' are to survive and thrive during a pandemic.
How to build a holistic search strategy that worksHannahIJohnson1
Far too often, SEM and SEO are managed in silos, leaving users with a disjointed search experience and causing brands to lose potential customers. SEO and SEM are complementary channels, which requires both teams to be unified in order to optimize the user experience and drive conversions.
This presentation goes over:
Educate key stakeholders about why the shift to holistic search is necessary
Evaluate your program from search query to conversion to identify areas of opportunity and growth
Understand how those elements translate to day-to-day account management
Create the plan for how your teams will work together moving forward
SEO After COVID-19: How to Recover with FAQs, Schema, AMP & Voice SearchSearch Engine Journal
COVID-19 has disrupted our world like nothing we have seen before, and the response requires some reflection, planning, and aggressive execution.
Milestone has developed and begun implementing the COVID-19 Crisis-Recovery-Growth strategy and wants to share it with the community.
In this presentation, Milestone’s CEO Anil Aggarwal and VP of Marketing Erik Newton discuss insights on how to overcome the business impact of COVID-19.
We will cover:
— Phased tactics within local, organic, social, and paid media.
— Recommendations for gathering customer insights, adjusting content, mobile, and clickability.
— Moving to omnichannel measurement and offer packaging and scaling back up.
— What is the current state of voice search, entity search and where it is growing.
— Top tips to create AMP and FAQ pages for conversational content and voice search.
— How major verticals – tech, banks, auto, hotels, and retailers – are capitalizing on these technologies to increase growth and sales.
— Successful case studies and practical tips to upgrade your digital assets and use BERT to your advantage.
How to Understand, Attract, and Engage Buyers at EventsSnapApp
Events are a B2B marketer's best lead generating lever - but they can also be expensive, and measuring ROI is difficult. In this webinar, SnapApp and Certain will show you 8 ways to get better results at events through interactive content - and demonstrate ROI by linking everything back to marketing automation.
Tom Wigley's super-useful presentation on pitching SEO. How to approach the topic, how to understand potential traffic, and some key points to remember about your presentations
For our latest webinar, we spoke to Phoebe Lee about how brands can work with bloggers. Here, we're sharing the insights.
What we'll cover:
* How to develop a successful working relationship
* Ways to work with bloggers
* Why you need to brief and how to do it properly
* How to find influencers
* Top tips for getting the most out of every collaboration
SearchLeeds 2018 - Holly Ellwood - Receptional - What’s new in PPC?Branded3
Holly's SearchLeeds talk covered what’s new in PPC and what we can expect from 2018 according to latest releases and search trends. She also looked at areas that are under-utilised currently in the world of paid search, so as to highlight both missed and new opportunities for paid search marketers throughout this year.
"Growth Marketing and search engine optimization in Liverpool, we specialize in search marketing.
Google, Bing, and Hubspot accredits us to help customers grow their customer base.
We collaborate with designers, developers, and copywriters. So we can not only boost targeted visitors to your site but also to convert them into paying customers. Our services include, website design, content marketing, copywriting, PPC and SEO in Liverpool.
Full search marketing services and website design for your local business in Liverpool.
Services include, social media management, content marketing, search engine optimization and website design."
Google Ads best practice says, you want a dedicated landing page for each ad group, but that's a hefty operation! So, how do you make sure each one of your landing pages boasts off-the-chart conversion rates?
You'll will walk away knowing:
- Strategic questions to ask yourself before creating landing pages
- Key traits to make sure they're high-converting
- WordStream's expert opinion on the number one secret weapon
"How to Master Smart Bidding" Tomaso Uliana - GoogleAdplify
How to Master Smart Bidding with Google Ads’ Machine Learning Power.
Machine Learning & Automation - Unlock growth through Smart Bidding - Evaluate Smart Bidding & Measure the impact
Get the latest news and Google Search & Tool Updates for October 2019.
Including:
*Google algorithm updates
*Google search updates
*Google Ads updates
*Google tool updates
You Built It ... Now What - WP SEO HubLori Calcott
Learn more about advising your clients on the next steps for generating traffic to their site. Presented at WordCamp DFW, the session will serve as an overview of the search marketing space including SEO, Paid Search, Facebook Advertising, and Local Search. The overall theme is to help designers and developers address the questions they get from clients on how to generate traffic to their site.
Presented in Belfast by Steven Parker and John cave for CIM
Covers:
What is analytics?
What is measurement?
Attribution models
Google Analytics / Tag Manager / Data Studio / Optimize
www.cim.co.uk
How To Evaluate Your Q4 AdWords PerformanceTinuiti
2017 is behind us, and a lot of Ecommerce Marketing executives are scratching their heads thinking—Why didn’t we perform as well as we anticipated?
Don’t Miss Out—Join our two in-house retail search experts as they answer your last-minute questions and take a look back into Q4 to identify key factors stunting your sales performance & growth.
Adwords Seminar 1: What the changes are, and how you can capitalise on themindiumonline
1. Google Adwords
2. Key Changes:
a. Enhanced Campaigns
b. Google Shopping
c. Endless Integration
3. Introducing the Adwords Layers
4. Capitalising on the Layers
5. Next Steps
Evaluating the Marketing Strategy of a Business Marketing PLanMichael Toll
Helping everyone who may be creating or evaluating business plans to be able to tell if the person who wrote the plan has really done their homework in the marketing strategy portion.
PPC, SEO & Landing Page Best Practices To Maximize ConversionsSearchSpring
Learn from subject matter experts Social SEO and Searchspring five best practices your marketing and eCommerce team can implement to drive high quality paid, organic traffic and maximize your landing page conversion rates this holiday season.
Google Shopping Campaign Structures: What Ifs and What NextsHanapin Marketing
In the world of paid advertising campaigns, CSEs are some of the most vulnerable to fall victim to a set it and forget it mentality. In an increasingly automated world, Sean is going to offer ways to recognize the signal in the noise and how to customize campaigns to fit your KPIs. Using data and examples from a variety of eCommerce sites, this lecture intends to offer a variety of interpretations on structuring Google Shopping campaigns.
Via this session, you’ll learn about:
- Common and manageable campaign structures for CSEs
- Leveraging Google Shopping Ads settings to create funneled shopping campaigns
- Why your shopping campaign may not be converting to your KPIs
Similar to Google Search & Tool Updates September (20)
Surviving the Analytics Apocalypse_ The Death of Universal Analytics and the...In Marketing We Trust
Slidedeck from the Digital Analytics Wednesday Presentation held on the 14th of June.
Freddy, our Chief Innovation Officer, is speaking to us on the end of Universal Analytics and "new dawn" that is GA4. It doesn't sound melodramatic at all. ;) It will be cathartic and entertaining I'm sure as the looming deadline approaches.
Learn how In Marketing We Trust uses Botify for Internal Linking on enterprise websites.
See how we:
- Identify quick wins and tidy up work
- Cut down huge websites
- Redirect crawl resources
- Increase traffic 47%
- Added 1.6M non-branded visits per month
- And More
AI-Powered SEO with Botify: Automation in Prevention, Execution, and Implemen...In Marketing We Trust
For our last Data-Driven Digital community webinar, we spoke about AI-powered SEO with Botify and automation in prevention, execution and implementation at scale with Agata Adamczak, SEO Specialist and client partner director at Botify.
Learn how to automate common and complex SEO tasks to free up your time and headspace.
Historically, SEOs have had to operate extensive spreadsheets to build reports and analyse data and conduct manual checks to stay on top of their website’s technical health. With most time spent on reporting and audits that left little time for action and strategy.
You’ll learn:
*How to crawl (including JavaScript) at scale
*How to use Botify to determine what tasks will drive the biggest impact
*How to automate technical recommendations
*How to protect your website and resolve issues before you’re impacted in rankings, useability or performance
*How to automate keyword performance reporting at scale
*And much more
For our TrustED Conf 2021 VR World Tour, we heard from Andrei Inso, a seasoned Operations Executive on a few techniques in overall improving performance plus a workflow to measure your success.
For our TrustED Conf 2021 VR World Tour, we heard from EL Phan, a Talent Acquisition Specialist who’s been active in the APAC region for the past 4 years focused on the IT division before switching to digital marketing on how the talent market changed after the pandemic.
For our TrustED Conf 2021 VR World Tour, we heard from Leticia Eroles Palacio, an Account Manager with over 10 years of experience across different countries developing and implementing digital strategies for well-known companies. We got key insights on how to effectively communicate and connect with clients and teammates.
For our TrustED Conf 2021 VR World Tour, we heard from Lisa Ffrench, Paid Media Specialist on The Explosion of Online Shopping During the Pandemic.
Online shopping has taken off over the past 12-18 months. Will this trend continue? Are retailers keeping up with the explosion of growth?
What we’ll cover:
- Shopping during the global pandemic
- Online shopping in 2020/2021
- Online retail results
- Online retail: Australia
- How will this translate to Christmas and beyond?
- Christmas & new consumer behaviours
- How to position your ecomm store for success
At our TrustED Conf 2021 VR World Tour, we heard from Oum Chirdchuen, on the benefits and uses of Google Search Operators, plus some more cool Google features you might not know about.
First-Party World Problems: Future-Proof Your Business with First-Party DataIn Marketing We Trust
Last month for our Data-Driven Digital Community webinar, we talked about First-Party World Problems and how to Future-Proof Your Business with First-Party Data with our Head of Growth, Selina Gough.
Collecting and strategically activating first-party data has never been more important and it’s the businesses who are preparing for the change of cookies in their business decision-making processes that are winning today.
Learn:
- How businesses can formulate strategies to collect relevant data
- How to utilise first-party data to provide value to consumers
- How first-party data improves reporting, marketing budget utilisation and marketing decision making
Google Analytics 4 is not simply the upgrade to Universal Analytics. It is an entirely new version and redesign of the tool. It is the new generation of Google Analytics that will allow you to collect data from both apps and web.
In this webinar with our Head of Digital Analytics, Benoit Weber, you will discover the tool, understand how to use and navigate the new features and interface, and run through the main differences with Universal Analytics.
For our last Data-Driven Digital community webinar, we spoke to Heather Physioc at VMLY&R about building an integrated digital powerhouse and got lessons from merging an organic, paid and content practice.
Search and other digital marketing channels can’t live in a silo - yet nearly every company struggles to break down the walls between disciplines. In order to be its most effective, search and digital teams have to collaborate successfully across paid, organic, content and more.
Get tips for integrating and collaborating from the hard knocks and learnings through merging an organic, paid and performance content team into one unified Discoverability group.
Find out how VMLY&R went from three teams of individual experts to one integrated Discoverability powerhouse, and learn from their mistakes and wins as you apply the principles in your own company.
Crawl before you run... with enterprise SEO
Enterprise websites are often large, sprawling things with dark corners people only find out about years later.
In this webinar with Amanda King, SEO Specialist at Optus, we’ll go through why it’s important you understand all the dark corners of your website (and how it impacts Google and other search engines seeing the important bits of your site).
Plus, if you’re so inclined, we’ll go through some easy ways to find potential rabbit holes, and other analysis and review to take to your teams or agencies.
Last month, for our Data-Driven Digital community webinar, we talked to Jes Scholz about how to Unleash the Power of Google Without Keywords. Many marketers hear the word Google and immediately their minds focus on optimising for Universal Search. The issue is, Google is no longer a list of 10 blue links plus some ads.
The search engine has become a fully-fledged ecosystem, which takes its users on a journey to content they never knew they wanted to search. This is achieved through experiences such as Google News, Google Discover, Google Lens and more. Learn why it’s critical to prominently establish your brand within the full Google ecosystem, where to focus your optimisation efforts for these new contact points and how to measure the impact on visibility, sessions and conversions.
The recent COVID-19 pandemic has pushed the world into uncharted waters, particularly when it comes to predicting how people will behave in this environment, let alone dispatching meaningful and effective actions at scale.
In this talk, James Nicholson, Digital Technology Consultant at Neobadger, will cover how organisations who bridge the gap between their first-party data and their marketing and business operations automation have flourished during these trying times.
Building a Marketing Data Warehouse in Google BigQuery with SupermetricsIn Marketing We Trust
Learn how to build a marketing data warehouse in Google BigQuery with Supermetrics' Jukka Puputti.
We will cover:
- Changes in marketing data landscape
- Drivers and obstacles to data-driven approach in marketing
- Challenges in taking control of marketing data
- Benefits of building a marketing data warehouse
- Simple steps to get started
This epic session will take you on a journey. Jean Cheney, content creator, will get straight to the point on the importance of SEO during Covid-19 and how you can best leverage your content and work with content creators, like Jean for optimum long term results.
You will learn:
• How to keep your audience engaged - from the comfort of their own lounge room
• How to engage and not disenfranchise your audience during covid-19 lockdown
• How to work with and inspire content creators during covid-19 lockdown
Jean is an experienced travel content creator, who has been at this ol' game for over 7 years. Travelling the world working with luxury brands, DMO's and local tourism operators she spends her time creating great engaging evergreen content and not being an Instagram model. In fact her Instagram is one of the most disjointed and anti-Instagram that you'll have the pleasure of viewing.
For our latest Google Marketing Platform meetup, we spoke about marketing to baby boomers with Bronwyn White, CEO of New Young Consulting. Bronwyn discussed the most predictable marketing opportunity we have ever had: Marketing to Seniors.
Bronwyn will help us connect with this multi-trillion dollar global economy – the most cashed-up, time-rich generation of our lifetimes. She will share her deep understanding of the baby boomer generation including the nuanced complexities and a complete, well-rounded understanding of the opportunities available for growth in this sector.
Growth Marketing: How the Biggest Online Brands Create Scalable MarketingIn Marketing We Trust
Growth Marketing: Standing on the shoulders of marketing giants.
How the world’s biggest online companies create scalable marketing and what you can learn.
If you’ve ever built a marketing team you’ll know it’s hard to get it right. So how do the fastest-growing companies in the world build high-performance teams at scale?
Spoiler alert… it’s not a fluke and it’s not access to capital. Like everything that works, there is a recipe for success - you just need to know the ingredients and how to use them. Having worked with marketers at many of the best known, most loved and fastest-growing brands in the world, there are common ingredients for building a high-performance team at scale. This presentation reveals them.
In this presentation, you’ll hear what it takes to build a future proof growth marketing function. You’ll discover the common methods, mindset and habits adopted by high-performance marketing teams.
Finally, you’ll learn what you can do to build on the proven success of the marketing giants.
About your presenter:
Paul is an experienced growth marketer with an entrepreneurial spark. Having founded and acquired several businesses, Paul is currently obsessing over a new mission - creating a nimble global digital marketing and analytics consultancy which outperforms the multi-nationals on every measure (we call it In Marketing We Trust).
Over the past 1.5 decades, Paul worked with some of the worlds best known, most loved and fastest-growing brands across many sectors. Having worked with brands including Save the Children, Oxfam, Expedia, Gumtree, Salesforce, Skyscanner, Kayak, and Airbus, Paul has a global reputation for creating scalable high-performance marketing functions.
As an advocate for the digital marketing industry, Paul is the host and organiser of Google Marketing Platform Sydney and Singapore, which are the largest Google community events in APAC.
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Empowering the Data Analytics Ecosystem: A Laser Focus on Value
The data analytics ecosystem thrives when every component functions at its peak, unlocking the true potential of data. Here's a laser focus on key areas for an empowered ecosystem:
1. Democratize Access, Not Data:
Granular Access Controls: Provide users with self-service tools tailored to their specific needs, preventing data overload and misuse.
Data Catalogs: Implement robust data catalogs for easy discovery and understanding of available data sources.
2. Foster Collaboration with Clear Roles:
Data Mesh Architecture: Break down data silos by creating a distributed data ownership model with clear ownership and responsibilities.
Collaborative Workspaces: Utilize interactive platforms where data scientists, analysts, and domain experts can work seamlessly together.
3. Leverage Advanced Analytics Strategically:
AI-powered Automation: Automate repetitive tasks like data cleaning and feature engineering, freeing up data talent for higher-level analysis.
Right-Tool Selection: Strategically choose the most effective advanced analytics techniques (e.g., AI, ML) based on specific business problems.
4. Prioritize Data Quality with Automation:
Automated Data Validation: Implement automated data quality checks to identify and rectify errors at the source, minimizing downstream issues.
Data Lineage Tracking: Track the flow of data throughout the ecosystem, ensuring transparency and facilitating root cause analysis for errors.
5. Cultivate a Data-Driven Mindset:
Metrics-Driven Performance Management: Align KPIs and performance metrics with data-driven insights to ensure actionable decision making.
Data Storytelling Workshops: Equip stakeholders with the skills to translate complex data findings into compelling narratives that drive action.
Benefits of a Precise Ecosystem:
Sharpened Focus: Precise access and clear roles ensure everyone works with the most relevant data, maximizing efficiency.
Actionable Insights: Strategic analytics and automated quality checks lead to more reliable and actionable data insights.
Continuous Improvement: Data-driven performance management fosters a culture of learning and continuous improvement.
Sustainable Growth: Empowered by data, organizations can make informed decisions to drive sustainable growth and innovation.
By focusing on these precise actions, organizations can create an empowered data analytics ecosystem that delivers real value by driving data-driven decisions and maximizing the return on their data investment.
Explore our comprehensive data analysis project presentation on predicting product ad campaign performance. Learn how data-driven insights can optimize your marketing strategies and enhance campaign effectiveness. Perfect for professionals and students looking to understand the power of data analysis in advertising. for more details visit: https://bostoninstituteofanalytics.org/data-science-and-artificial-intelligence/
As Europe's leading economic powerhouse and the fourth-largest hashtag#economy globally, Germany stands at the forefront of innovation and industrial might. Renowned for its precision engineering and high-tech sectors, Germany's economic structure is heavily supported by a robust service industry, accounting for approximately 68% of its GDP. This economic clout and strategic geopolitical stance position Germany as a focal point in the global cyber threat landscape.
In the face of escalating global tensions, particularly those emanating from geopolitical disputes with nations like hashtag#Russia and hashtag#China, hashtag#Germany has witnessed a significant uptick in targeted cyber operations. Our analysis indicates a marked increase in hashtag#cyberattack sophistication aimed at critical infrastructure and key industrial sectors. These attacks range from ransomware campaigns to hashtag#AdvancedPersistentThreats (hashtag#APTs), threatening national security and business integrity.
🔑 Key findings include:
🔍 Increased frequency and complexity of cyber threats.
🔍 Escalation of state-sponsored and criminally motivated cyber operations.
🔍 Active dark web exchanges of malicious tools and tactics.
Our comprehensive report delves into these challenges, using a blend of open-source and proprietary data collection techniques. By monitoring activity on critical networks and analyzing attack patterns, our team provides a detailed overview of the threats facing German entities.
This report aims to equip stakeholders across public and private sectors with the knowledge to enhance their defensive strategies, reduce exposure to cyber risks, and reinforce Germany's resilience against cyber threats.
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
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
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
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