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How to Grow Your Startup - Google Marketing Platform Sydney

How to Grow Your Startup – Google Marketing Platform Sydney


In July for our monthly Google Marketing Platform Sydney meetup, we talked about How to Grow Your Startup.

Learn how Google Marketing Platform and other tools can help you grow your startup with Albert Mai, Head of Growth at GlamCorner. 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

How to Grow Your Startup – Google Marketing Platform Sydney

View the slides here and read on to learn more:

Google Marketing Platform Sydney

Our Meetup Objectives

  1. Share Google product expertise
  2. Share digital marketing expertise
  3. Increase the adoption of best practices
  4. Build a community of Google marketers

Join us at the next Google Marketing Platform Sydney meetup.

 

Google Marketing Platform News

Let’s take a look at what’s new with Google.
 

New Search Menu

How to Grow Your Startup - Google Marketing Platform News - Search Menu

There’s a new search menu with new icons and designs, however, no new features have been released. This is simply an aesthetic change.
 

Carousel Local Pack on Mobile

How to Grow Your Startup - Google Marketing Platform - Carousel Local Pack on Mobile

Instead of listings, Google is showing up to 3 carousels with local companies for certain queries. This is a bricks and mortar company opportunity to ensure relevancy.

More Local Pack Testing

A helpful feature being tested offers several cities near the user’s location to specify the search.

Can be updated in Google My Business with short names and vanity URLs.
 

Search Console Data Update

The default time range of the Discover and Search bars has been changed to 90 days in the Performance report if you have Discover data available on your Search Console account.
 

Google Cancels Support for Robots.txt Noindex

Today we’re saying goodbye to undocumented and unsupported rules in robots.txt

If you were relying on these rules, learn about your options in our blog post.

In the interest of maintaining a healthy ecosystem and preparing for potential future open source releases, we’re retiring all code that handles unsupported and unpublished rules (such as noindex) on September 1, 2019.

  1. Google’s pushing for standardised robots.txt interpretation that major search engines all stick to (this would make our lives easier, and since Google’s own interpretation and documentation is pretty good they’re pushing their own interpretation).
  2. Allow and Disallow directives: the most specific match must be used, meaning the longest URI.
  3. Redirects: crawlers should follow at least 5 hops.
  4. Unavailability status (4xx): if your robots.txt is unavailable and returns a 4xx error, crawlers may access any URI or choose to use a cached version of that robots.txt for up to 24 hours. After that, crawlers are allowed to access all the resources on your site.
  5. Unreachable status (5xx, timeouts and connection errors – robots.txt continuously unreachable)
  • Up until 30 days: no crawling
  • After 30 days with cache: crawling resumed with cached robots.txt used
  • After 30 days without cache: crawling resumed without any rules (everything is game)

5 Ways to Control Crawling

  1. Noindex in robots meta tags
  2. 404 and 410 HTTP status codes
  3. Password protection
  4. Disallow in robots.txt
  5. Search Console Remove URL tool

 

How to Grow Your Startup

Let’s dive in with our speaker’s slides. Thanks to Albert Mai, Head of GlamCorner for joining us.

How to Grow Your Startup - Google Marketing Platform Sydney

About Albert:

  • Background in Information Systems 
  • Moved to digital under the wing of In Marketing We Trust starting with SEO 
  • Head of Growth and Data at GlamCorner 
  • Work in growth and marketing for 7 startups across Vietnam, Singapore and Australia
  • Loves data, cooking, peaceful nature and adrenaline activities

How to Grow Your Startup - Google Marketing Platform Sydney - Who Am I

How to Grow Your Startup - Google Marketing Platform Sydney - Skillset

Google Analytics

Google Analytics is our base.

We talked:

Acquisition: Channel, campaign tracking

Activation: Page & Content performance, Funnel, User Flow, User Explorer, Site Search

Revenue: Goal tracking, Conversion, Product Performance, Coupon

Retention: Cohort Analysis, Lifetime value, New vs Returning

Expansion: Assisted Conversions, Top Conversion Paths, Path Length, Time Lag

How to Grow Your Startup - Google Marketing Platform Sydney meetup

See the slides for more info.

Other Tools

How to Grow Your Startup - Google Marketing Platform Sydney - Tools

Google Tag Manager

If Google Analytics is our base, Google Tag Manager is the sauce (we’re talking pizza here), along with Segment, Tealium and Snowplow.


 

Google Ads

If Google Analytics is our base and Google Tag Manager is our sauce, then Google Ads is our protein.

How to Grow Your Startup - Google Marketing Platform Sydney - Google Ads

The Protein for the Funnel

Awareness

Reach Your Target Audience

Display, Search, Lookalike, Competitor, YouTube, Gmail, Shopping, Smart Shopping, Smart Display

* Exclude converted customers

Retargeting

Convince and Convert Visitors

Remarketing lists for search ads, YouTube, Gmail, dynamic retargeting of non-converted website visitors

Retention

Turn Happy Customers into Loyal Customers

Remarketing lists for search ads, app install, audience retargeting of converted customers for Display, YouTube, Gmail

Resurrection

Reconnect with Inactive Customers

Remarketing lists for search ads, audience retargeting of inactive converted customers for Display, YouTube, Gmail

Referral

Encourage Customers to Spread the Word

Audience retargeting of happy converted customers for Display, YouTube, Gmail
 

Google Data Studio

If Google Analytics is our base, Google Tag Manager is our sauce and Google Ads is our protein, then Google Data Studio is our greens.

How to Grow Your Startup - Google Marketing Platform Sydney - Google Data Studio

Data Sources

Not to be confused with sauces.

How to Grow Your Startup - Google Marketing Platform Sydney - Google Data Sources
 

Google Optimize

If Google Analytics is our base, Google Tag Manager is our sauce, Google Ads is our protein and Google Data Studio is our greens, then Google Optimize is our seasoning. (Yep, we’re still talking about pizza).

How to Grow Your Startup - Google Marketing Platform Sydney - Optimize

How to Grow Your Startup with Google Marketing Platform Recap

How to Grow Your Startup - Google Marketing Platform Sydney - Recap
 

THANK YOU

Huge thank you to Albert Mai for his teachings and Edge for hosting us.

Join us for our next Google Marketing Platform meetup.

Google Marketing Platform Sydney


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