Understanding Search Intent in Google - Google Marketing Platform Sydney

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In April we talked about Understanding Search Intent in Google for our monthly Google Marketing Platform Sydney meetup: Nobody Lies to a Search Engine - Understanding Intent in Google Search. Intent is the first action in Google search. Better understand user intent and learn more about your target market as we dive into search intent with Brett Levy, Co-Founder of Beyond Intent. Our data and strategic thinking is what helps plan better for Google Adwords and Display and of course Google Search.

Marketing

DIGITAL MARKETING & ANALYTICS |CONVERSION RATE OPTIMISATION |
OUR
SPONSORS
IN MARKETING WE TRUST
EVENT SPONSOR
SITBACK SOLUTIONS
VENUE SPONSOR

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

ENTERPRISE DIGITAL MARKETING & ANALYTICS |
FUTURE
SPEAKERS
BRETT LEVY
MD, BEYOND INTENT
INTENT
SEB HEBERT
HEAD OF DIGITAL, CEO MAG
ORGANIC SEARCH
ED JONES
HEAD OF GROWTH
PAID SEARCH

ENTERPRISE DIGITAL MARKETING & ANALYTICS |
GOOGLE
MARKETING
PLATFORM
NEWS

DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS |
● 60+ launches in 2018
● 12+ launches since Jan
● Changing fast
● Talk in June/July
GOOGLE
DATA
STUDIO

ENTERPRISE DIGITAL MARKETING & ANALYTICS |
EMBEDDED
VIDEO
NOT
ON
THE
BLOG

ENTERPRISE DIGITAL MARKETING & ANALYTICS |
ADVANCED
DATE
CONFIG.
NOT
ON
THE
BLOG

ENTERPRISE DIGITAL MARKETING & ANALYTICS |
LINK TO
CURRENT
VIEW
NOT
ON
THE
BLOG

ENTERPRISE DIGITAL MARKETING & ANALYTICS |
SCHEDULED
EMAILS
NOT
ON
THE
BLOG

ENTERPRISE DIGITAL MARKETING & ANALYTICS |
VERSION
HISTORY
NOT
ON
THE
BLOG

ENTERPRISE DIGITAL MARKETING & ANALYTICS |
DATA STUDIO
COURSE
Analytics Academy
https://analytics.google.com/an
alytics/academy/

ENTERPRISE DIGITAL MARKETING & ANALYTICS |
● Brett Levy
● Found of Beyond Intent
● Digital Consultancy
● Focus on strategic input and
measured outcomes
● Massive tech-geek
● Ask him about his tech t-shirts
CLICKTOCONTINUE
BRETT
BRETT LEVY
FOUNDER, BEYOND INTENT

THE 1ST INTENT MARKETING CONSULTANCY
IN THE SOUTHERN HEMISPHERE

16 © 2018 Beyond Intent PTY LTD All rights reserved. Beyond Intent Confidential – Limited Use
We focus on WHY consumers buy, not
WHAT you think they want.

• Data
• Strategy
• Technology
• Actions
• Results
Introducing:

27 © 2018 Beyond Intent PTY LTD All rights reserved. Beyond Intent Confidential – Limited Use
Let’s Talk About The Marketing Funnel
The typical marketing funnel approach
focuses attention (and spend) primarily
on pre-sales:
• Awareness (Prospecting)
• Engagement
• Consideration/Nurture
• Purchase
• Advocacy
AWARENES
S
INTEREST
DESIRE
ACTIO
N
ADVOCAC

29 © 2018 Beyond Intent PTY LTD All rights reserved. Beyond Intent Confidential – Limited Use
Intent Marketing is…

30 © 2018 Beyond Intent PTY LTD All rights reserved. Beyond Intent Confidential – Limited Use
The Intent Circle
ADVOCAC
AWARENESS
INTEREST
DESIRE
ACTION
Strategy. Audienc
e Clarity
Tribe
Identification

31 © 2018 Beyond Intent PTY LTD All rights reserved. Beyond Intent Confidential – Limited Use
GET READY TO GO
@phatcatbret
t
https://www.linkedin.com/in/phatcatbrett
/
brett@beyondintent.com.au

Media + Marketing for Technology Companies

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First Things First: Building and Effective Marketing Strategy Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success. Key Takeaways: -Recognize the critical role of strategy in marketing -Learn our approach for building an actionable, effective marketing strategy -Receive templates and guides for developing a marketing strategy

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1. CLICKTOCONTINUE GOOGLE MARKETING PLATFORM SYDNEY APRIL 2019 1

2. ENTERPRISE DIGITAL MARKETING & ANALYTICS | Thank you for joining us today. ● Paul Hewett ● GMP Sydney Organiser CLICKTOCONTINUE PAUL PAUL HEWETT ORGANISER + HOST

3. DIGITAL MARKETING & ANALYTICS |CONVERSION RATE OPTIMISATION | OUR SPONSORS IN MARKETING WE TRUST EVENT SPONSOR SITBACK SOLUTIONS 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 | FUTURE SPEAKERS BRETT LEVY MD, BEYOND INTENT INTENT SEB HEBERT HEAD OF DIGITAL, CEO MAG ORGANIC SEARCH ED JONES HEAD OF GROWTH PAID SEARCH

6. ENTERPRISE DIGITAL MARKETING & ANALYTICS | GOOGLE MARKETING PLATFORM NEWS

7. DIGITAL MARKETING & ANALYTICS |ENTERPRISE DIGITAL MARKETING & ANALYTICS | ● 60+ launches in 2018 ● 12+ launches since Jan ● Changing fast ● Talk in June/July GOOGLE DATA STUDIO

8. ENTERPRISE DIGITAL MARKETING & ANALYTICS | EMBEDDED VIDEO NOT ON THE BLOG

9. ENTERPRISE DIGITAL MARKETING & ANALYTICS | ADVANCED DATE CONFIG. NOT ON THE BLOG

10. ENTERPRISE DIGITAL MARKETING & ANALYTICS | LINK TO CURRENT VIEW NOT ON THE BLOG

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14. ENTERPRISE DIGITAL MARKETING & ANALYTICS | ● Brett Levy ● Found of Beyond Intent ● Digital Consultancy ● Focus on strategic input and measured outcomes ● Massive tech-geek ● Ask him about his tech t-shirts CLICKTOCONTINUE BRETT BRETT LEVY FOUNDER, BEYOND INTENT

15. THE 1ST INTENT MARKETING CONSULTANCY IN THE SOUTHERN HEMISPHERE

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18. • Data • Strategy • Technology • Actions • Results Introducing:

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25. 1. YOU ARE ONLY CHARGED FOR CLICKS 2. INCREASED BRAND EXPOSURE 3. INSTANT RESULTS 4. HIGH ROI 5. TARGETING 6. EXTENSIONS 7. NO MINIMUM BUDGET REQUIRED 8. REMARKETING 9. ADS APPEAR ABOVE ORGANIC LISTINGS 10.REACH 90% OF INTERNET WITH DISPLAY NETWORK

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27. 27 © 2018 Beyond Intent PTY LTD All rights reserved. Beyond Intent Confidential – Limited Use Let’s Talk About The Marketing Funnel The typical marketing funnel approach focuses attention (and spend) primarily on pre-sales: • Awareness (Prospecting) • Engagement • Consideration/Nurture • Purchase • Advocacy AWARENES S INTEREST DESIRE ACTIO N ADVOCAC

29. 30 © 2018 Beyond Intent PTY LTD All rights reserved. Beyond Intent Confidential – Limited Use The Intent Circle ADVOCAC AWARENESS INTEREST DESIRE ACTION Strategy. Audienc e Clarity Tribe Identification

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