Woohoo! FirstClick was selected to attend the Google Partners All Stars Summit in San Francisco last week – a unique opportunity for top performing partner agencies from around the globe to meet, learn and share their digital marketing knowledge.
I attended a two day Summit featuring presentations from the best Google Product Managers and Directors from around the world, as well as David Bell, Professor of Marketing at the Wharton School. Very insightful!!
The summit focused on Google+, Google Shopping, Google Analytics Premium and YouTube, and topics including optimising for profits not CPA, mobile site design and full value of mobile, measuring online and offline and behavioural economics.
Here are the main insights from the conference:
- Profit Driven Marketing – we know SEM delivers cost efficient sales and that it will always be important to drive decreased CPA’s, but it’s certainly not the only metric we should optimising to. By analysing and reporting on profit we can understand the true results of SEM and adopt a growth mindset to increase profits. With the knowledge of online driving offline sales, offline attribution needs to be factored into the equation as well. Here at FC, we’re known for our ROI-driven approach so this only reinforced our current approach.
- Principles of Mobile site design – Google recently conducted usability testing with the objective of establishing mobile site design best practices. From this, they created 25 mobile site design principles, which focus on the following;
- Homepage & site navigation
- Site search
- Commerce & Conversions
- Form Entry
- Usability & Form Factor
With the uprise of mobile and its increasing role in the purchase funnel, brands need to ensure their mobile site (whether m.site or responsive) includes what’s key for the user to make an informed purchase decision.
To aid with cross device tracking and reporting, brands need to include options for users to save or email to myself so they can pick up where they left off at a later stage on a different device.
The full whitepaper can be downloaded from Google here.
- Data Driven Marketer – as marketers, we constantly strive to understand the single customer profile. To assist us along this journey, we need the right tools to allow integration across data sources from CRM, cross platforms, channels and media, and the right resources to analyse and find insights within the data to enable informed decisions.
The trip also included a healthy amount of play. We saw the sights of San Fran with the Google team via Segway and Cable Car, and attended a baseball game experiencing the true America!