Last week we attended the latest Google Partner Masterclass in Sydney. The Masterclasses are held twice a year and are a great opportunity to meet people from the industry and catch up with fellow colleagues.

The event was held at Dolltone House by the water in Pyrmont close to the Google Sydney headquarters. As usual the food and drink provided were great but the real highlight was the excellent content delivered by guest speaker David Booth from Cardinal Path.

David is one of the co-founders of Cardinal Path, a US based agency that specialise in digital analytics and all things Google. His knowledge of Google’s products is unrivalled and his presentations are delivered with a heavy dose of welcome humour. Some of the great insights he spoke about this time were about:

  • Dynamic search ads (auto-generated advertisements)
  • New Google Merchant Center updates
  • Customised remarketing lists for display and search remarketing
  • Removing Google Analytics spam referral traffic (the cause of many headaches)
  • Performing data-driven marketing

His views on doing data-driven marketing were most enlightening. David ran the crowd through a methodology of setting up a framework for goal setting and tracking performance for an example client using advanced analytical tools to complete the reporting loop from marketing activities through to actual results. This concept is a powerful one for marketers to demonstrate the value of their work in quantifiable dollar amounts.

Overall the event was very worthwhile and we are excited to implement these new practices to our existing clients. For those who are interested in learning more about how Google products can help their business, we will be hosting a Google Partner Event at our office on September 30th.