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

1. CLICKTOCONTINUE
GOOGLE
MARKETING
PLATFORM
SYDNEY
JULY 2019
1

2. ENTERPRISE DIGITAL MARKETING & ANALYTICS |
Thank you for joining us today.
● Ed Jones
● GMP Sydney Organising Team
● Head of Growth @ In Marketing We
Trust
CLICKTOCONTINUE
ED
ED JONES
ORGANISER + HOST

3. DIGITAL MARKETING & ANALYTICS |CONVERSION RATE OPTIMISATION |
OUR
SPONSORS
IN MARKETING WE TRUST
EVENT SPONSOR
EDGE
VENUE SPONSOR

4. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS |
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

5. ENTERPRISE DIGITAL MARKETING & ANALYTICS |
SPEAKER NEXT MONTH… IS ACTUALLY ME!
ED JONES
HEAD OF GROWTH
HOW TO CREATE
WINNING AD
CAMPAIGNS
AUGUST

6. ENTERPRISE DIGITAL MARKETING & ANALYTICS |6
GOOGLE
NEWS

7. ENTERPRISE DIGITAL MARKETING & ANALYTICS |
NEW SEARCH MENU
New icons and design, no new features have been released

8. ENTERPRISE DIGITAL MARKETING & ANALYTICS |
CAROUSEL LOCAL PACK
ON MOBILE
Instead of listings, Google showed up
to 3 carousels with local companies for
some queries.

9. ENTERPRISE DIGITAL MARKETING & ANALYTICS |
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 GMB with short
names and vanity urls

10. ENTERPRISE DIGITAL MARKETING & ANALYTICS |
SEARCH CONSOLE DATA
UPDATE

11. ENTERPRISE DIGITAL MARKETING & ANALYTICS |
GOOGLE CANCELS
SUPPORT FOR ROBOTS.txt
NO INDEX
“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unsupported and unpublished rules (such as noindex) on September 1,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. “
5 WAYS OF CONTROLLING CRAWLING:
● Noindex in robots meta tags
● 404 and 410 HTTP status codes
● Password protection
● Disallow in robots.txt
● Search Console Remove URL tool
●
GOOGLE BLOG POST:

12. ENTERPRISE DIGITAL MARKETING & ANALYTICS |
● Background in Information Systems
● Moved to digital under the wing of IMWT starting
with SEO
● Head of Growth and Data at Glamcorner
● Work in growth and marketing for 7 startups across
VN, SG and AU.
● Loves data, cooking, peaceful nature and
adrenaline activities.
CLICKTOCONTINUE
ALBERT
ALBERT MAI
HEAD OF GROWTH

13. How to grow your startup
with GMP
Albert Mai
Head of Growth @ GlamCorner
https://www.linkedin.com/in/albertmai/
@_albertmai

14. Google Marketing Platform

15. Who Am I?
@_albertmai

16. T-shaped Skillset

17. My Skillset Journey
Event marketing & Partnership
2012 2013 2014 2015 2016 2017 2018 2019
Wireframing & Landing page
Analytics
SEO
Growth marketing
SQL & BI
Performance marketing (SEM & SMM)
CRO
Marketing Automation
Programm
atic Ads
@_albertmai

18. The construction of a pizza
Base
Sauce
Cheese
Protein
Green

19. The Base
@_albertmai

20. Acquisition Channel & Campaign tracking
The Base for the funnel
@_albertmai

21. Acquisition Channel & Campaign tracking
Activation
Page & content performance, Funnel, User
Flow, User Explorer, Site Search
The Base for the funnel
@_albertmai

22. The Base for the funnel
@_albertmai

23. Acquisition Channel & Campaign tracking
Activation
Page & content performance, Funnel, User
Flow, User Explorer, Site Search
Revenue
Goal tracking, Product Performance,
Coupon
The Base for the funnel
@_albertmai

24. Acquisition Channel & Campaign tracking
Activation
Page & content performance, Funnel, User
Flow, User Explorer, Site Search
Revenue
Goal tracking, Product Performance,
Coupon
Retention
Cohort, Lifetime Value, Return vs
Returning User
The Base for the funnel
@_albertmai

25. Acquisition Channel & Campaign tracking
Activation
Page & content performance, Funnel, User
Flow, User Explorer, Site Search
Revenue
Goal tracking, Product Performance,
Coupon
Retention
Cohort, Lifetime Value, Return vs
Returning User
Expansion
Assisted Conversions, Top
Conversion Paths, Time Lag
The Base for the funnel
@_albertmai

26. The Base and beyond
Complexity
Basic Dashboard Event & Behaviour Business Intelligence Custom
@_albertmai

27. The Sauce

28. The Cheese
@_albertmai

29. The Cheese
@_albertmai

30. The Protein
@_albertmai

31. Reach target audience
Display, Search, Lookalike, Competitor, Youtube, Gmail,
Shopping, Smart Shopping, Smart Display: exclude
converted customers
1
Convince and convert visitors
RLSA, Youtube, Gmail, Dynamic retargeting of
non-converted website visitors
2
Awareness
Retargeting
Retention
Resurrection
Referral
3 Turn happy customers into loyal customers
RLSA, App Install, Audience retargeting of converted
customers for Display, Youtube, Gmail
4 Reconnect with inactive customers
RLSA, Audience retargeting of inactive converted
customers for Display, Youtube, Gmail
5 Encourage customers to spread the word
Audience retargeting of happy converted customers for
Display, Youtube, Gmail
The Protein for the funnel
@_albertmai

32. The Green

33. The Green
@_albertmai

34. The Seasoning

35. The Seasoning

36. The Seasoning

37. 5 Visualisation
3 Search Engine
1 Data
4Ads
2Tagging
Recap
@_albertmai

38. Thank you for your time and attention
Let’s connect on LinkedIn https://www.linkedin.com/in/albertmai/
@_albertmai