Google Search & Tool Updates November

Digital You Can Trust |
GOOGLE
MARKETING PLATFORM
SYDNEY
NOVEMBER 2019

THANKS FOR COMING!
● GMP Sydney Host & Organiser
● Partner, In Marketing We Trust
● Obsessions:
○ Data & Digital Marketing
○ Remote work & companies (it’s the future)

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.

DON’T
SHOOT
YOURSELF
IN MARKETING WE
TRUST
Content, Community
Booze & Food
EDGE
ADVERTISING & CONTENT
Venue
DSY MEDIA
SYDNEY
Film & Photography

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

GOOGLE
SYDNEY
UPDATE
@googlemeetupsydney
@googlemeetupsyd

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

GOOGLE MARKETING
PLATFORM SINGAPORE
TELL YOUR FRIENDS

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

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.

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/

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

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

GOOGLE
ALGORITHM
UPDATES
The latest Google core algorithm
updates you need to know.

● 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

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

● 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

● 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
MOBILE SEARCH BY
PHOTOS
KUDOS
Mike Blumenthal | @mblumenthal

● 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
VIDEO ENHANCEMENT,
APPEARANCES REPORT

● 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
GOOGLE SHOPPING
“DESTINATION”

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

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

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

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

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

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

1
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

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

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

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

GOOGLE’S FIRST CHEF
USED TO CATER FOR
WHICH BAND?

1
WHICH TOWN DID
GOOGLE GIFT WITH FREE
WI-FI IN 2006?

Google Search & Tool Updates November

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