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Digital Readiness @ Google: Part 1

A Google Workshop

Orris Digital were again in attendance in Google’s illustrious London St. Giles building to an invitation-only Event called ‘Digital Readiness Workshop’.

Luke stepped up to attend this event on behalf of the company, to explore the new teachings of Google and to keep up with the latest advertisement trends.

The day was broken up into five modules that included looking at an ever-changing shopping landscape, the importance of mobile performance, and the best effective ways to analyse your data.

Growth in Uncertainty

This section was all about the changing marketing landscape and how it affects us as marketeers daily.

This kicked off with a historical look back during the 2008 Recession, where there was a 0.8% decrease in profits for businesses that lowered their digital marketing spend during the economic downturn, a 4.3% increase in profitability for a company who increased marketing spend during the recovery period, and a larger 8% increase for those who increased spend during the downturn.

The sample size was 1,000 businesses. The key takeaway from these statistics was that even during a downturn or recession, there is always an opportunity for marketing growth, and those that took that risk were rewarded.

Some Headline Stats!

50% increase in searches on mobile devices containing ‘best’ or ‘affordable.

35% increase in searches on mobile devices containing ‘sale’ or ‘discount’ next to a brand name.

15% of daily Google searches have never been searched before.

70% of consumers globally made at least one cross-border purchase last year.

Strategy for Success

Google then explained how its very important for marketers to stay with the consumer as much as they can through every marketing stage and to connect the dots with a full-funnel marketing performance.

This meant advertising to the right people no matter where they were during the funnel but delivering the right message – whether the consumer is on Google search engine, YouTube, or browsing a relevant website.

Google’s Five Strategies for Success:

  1. Master Marketing Efficiency.
  2. Responding to changing consumer intent.
  3. Being present at every stage in the customer journey.
  4. Growing your brand, reaching new customers.
  5. Moving to new markets.

Structure

Google continued into module two which explored the Google Ads account and the optimum setup of an account, where groups of keywords are cleverly grouped into ad groups, which are then further grouped into relevant categories.

Best practice is to have at least two Expanded Text Ads, as well as an accompanying Responsive Search Ad – as these are 15% more likely to gain a click or conversion.

They also explained the importance of ad extensions and the benefits of using these, mostly as they extend the ad but also provide the consumer with more valuable and relevant information that can help their user journey.

A key takeaway: Knowing which keywords you don’t want to target is as important as knowing which keywords you do want to target.

It was made highly important that just having one ad would not cut it. Everyone is an individual and therefore have different tastes, therefore not everyone would respond a similar way to the same ad, which drove the importance of having a few variations as mentioned above.

They finalised this section with another statistic – Marketers spend 80% of their time on manual tasks and optimisation and only 20% on strategy.

It led on to a showcase of the Google tools at your disposal when advertising, which can give you more time back and leaves the time-hungry optimisation efforts to Google, which included creating Responsive Search Ads, Dynamic Search Ads, and also the various bidding strategies which all are influenced by Google’s machine learning algorithm.

They emphasise that by going automated, it gives you the most time available to work on strategy, leaving the manual tasks to Google.

In the next part of this recap we’ll cover Measurement, Audience and general web Performance.

See you then!

Tom has been working in Digital Marketing since leaving university in 2012. He has developed his skillset to include Google Ads and Social Ads and is now handling the reigns with Orris to give our clients the best possible service.

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